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Idea Propagation

‘Is actively creating a product of value that can be used by social media participants and travel through social media channels’

Antecedents
Social Media allowed for individuals to set up channels of communication that rivaled traditional channels. Bloggers were the first to realize this power with the ability to command large audience consuming their content per day.

Now, sites such as Facebook allowed people to get in touch with their complete network of friends and communicate with them all at once. Where someone used to be able to tell 10 friends about a new product, they can now jump on Facebook and communicate this in their Status bar and tell 500 of their friends about it.

Traditional Fields of Marketing – Public Relations/Word Of Mouth
Idea Propagation is similar to the role of Public Relations in creating relationships with media outlets which can help get their message out to large audiences. However the main difference between traditional PR and Idea Propagation is that there is a now a large number of niche Channel Owners (Bloggers, Podcasters, Youtubers) which usually do not look at their channel as a business venture.

The second Traditional Field of Marketing that Idea Propagation borrows a lot of theory from is Word of Mouth Marketing. Word of Mouth Marketing concentrates on how ideas spread through a community. The advantage of online is that it is now easier to track the spread of an idea.

Examples of Idea PropagationDove and Australian Bloggers
Dove’s Go Fresh Promotion used Idea Propogation to launch their ‘Go Fresh Campaign’ using the new media channels of Australian Bloggers including Karen Cheng.