In this talk at TED, Seth Godin adds weight to the argument that push marketing has had its day – he’s promoting the idea of tribes (the title of his new book) as being the way to go for brands in the connected world we are in.
He suggests that social networking technology has helped tribes form easily around niche interests and galvanize themselves into creating change - sometimes on a world scale.
He gives examples of how change can happen from Al Gore to Tom Shoes (in the interesting places column on this blog).
Status quo challenging ideas from leadership thinking, that become stories or big ideas that a person or a brand stands for are necessary. Then its harness tribes to create a movement and create change individuals couldn’t achieve by themselves.
But thanks to these times of internet connectivity, it seems like power to the fans of ideas that create a better way, is gaining on the power of the mass mindset.
Another good case in point of the influence of the internet and the power of social networks, is in this two minute extract of a talk given by Scott Thomas, which I found on at Coolhunting.com. Scott designed the Obama's digital campaign. Instead of just having people ordering campaign merchandise online, people were able to download Obama branded assets so they could create merchandise of their own.
Net result; Obama's vision of getting people more involved in the political process is achieved - and from involvement comes committment.
Here's an image from Seth Godin's TED talk.
