Influence through cyberspace encompasses the power to use the internet to our tactical advantage, spending bits rather than bullets. Using the power of social software and networks to foster trust in ones’ ideology is not too dissimilar with building trust in a brand online.
Agents of influence are those whose opinions online are trusted, but who are they and how do we get them to talk about what we do?
Influence through cyberspace is about tapping into the power of social networks to build the ideology’s perception, reputation, and in the case of brands, profits. Today’s online influencers are cyberspace natives who trade in values, trust, reputation, and relationships, using social media means to accrue the influence that builds up or brings down ideas online.
The Internet has substantially changed the way we deal with influence — no where is this more apparent than in the field of advertising and marketing. Consumer environments are short on trust and populated by consumers who are cynical, savvy, and informed. Though it’s easier than ever to reach your customers, it’s less likely that they’ll listen. Today, the most valuable online currency isn’t the pound, but trust itself.
At the same time, social networks and personal connections as elements of influence through cyberspace carry far more weight on consumers than any top-down messages ever will — unless we realise how to harness this power. In Trust Agents, two social media veterans show you how to tap into the power of these networks to build your brand’s influence, reputation, and profits.
Trust agents are ordinary people with a keen interest in an area, they are digital savvy wield the web to provide an honest, genuine relationship for their own means. They have the capability to elevate an ideology and reputation or vise versa.
Counterintelligence is typically associated with the idea of catching foreign spies and double agents attempting to spy on their own country for financial gain or blackmail. However in the context of influence in cyberspace counterintelligence is really about understanding and countering all aspects of intelligence operations.
And thus in order to indentify, deceive, exploit, disrupt, or protect against cyber espionage we have no choice but to take cyberspace seriously and learn from marketers and advertisers who wield it to their advantage.
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At PlayGen we develop digital products to influence behaviour, whilst traditionally our developments have been about the single player or delivered through a facilitator, as we move forward we are beginning to develop technologies and platforms that cross the boundaries between social sciences, game design and social game play. Interesting times ahead. |