ConnectNow Sydney Presentation
by deb schultz on Apr 12, 2010
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A variation of "it's the people stupid" that I presented to the ConnectNow conference in Sydney in April 2010
A variation of "it's the people stupid" that I presented to the ConnectNow conference in Sydney in April 2010
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Marcia Conner
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I’ve played in a lot of corners of the web.
Currently,
How many of you are designers?
Who did I leave out?
we are inherently social animals - if not we would probably not all be here today...we could sit at home and sign up for a webinar
Bricolage as a design approach – in the sense of building by trial and error – is often contrasted to engineering: theory-based construction.
A person who engages in bricolage is a bricoleur: someone who invents his or her own strategies for using existing materials in a creative, resourceful, and original way.
“Bricolage is what tinkers do-collecting odd bits of stuff they think may be potentially useful, then using whatever bits seem to work in the context of some later repair job. Simple. And yet profound. Because the bits the bricoleur ends up using were not designed for the use they end up being put to.
- Chris Locke
Thesis 10 As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
It is about your business your product and your customers How, when and where they are receptive to you
[and it better work, be easy to understand and add value to my life]
“somewhere along the way, markets, what we do together, became marketing, what we do to other people.”
Exactly. Just because markets are conversations doesn’t mean that marketing is.
Marketing has to change. It has to recognize that market conversations are now the best source of information about companies and their products and services. It has to recognize that those conversations are not themselves marketing — you and me talking about whether we like our new digital cameras is not you and me marketing to each another. Neither is our conversation a “marketing opportunity.” But the temptation to see it as such is well nigh impossible for most marketers to resist.
Fortunately, the people leading the thinking about this generally do honor the conversation as the thing that must be preserved. How the meme gets taken up, however, should worry us. We need to help marketers resist their deeply bred urges. We need to make preserving the integrity of the conversation as central a marketing tenet as is not lying about product specs or prices.
If we are now hyperconnected on the LiveWeb. We operate in a new relationship economy. Grand gestures represent an old model, the metaphor would be “ignore me ignore me ignore me - flowers on Valentine’s Day, ignore me, ignore me, ignore me - Superbowl Ad.
We have to design our online experiences to reflect the social relationship driven nature of this new economy. Death to Grand Gestures.
The implication of the death of the grand gesture for business is that this alters the way we connect with customers and market, now we need to communicate everywhere all the time, it's not the 2 product launches per year model anymore, or silence and then big launch – it’s a continuum punctuated with episodic
If we are now hyper-connected on the LiveWeb and operate in this renewed relationship economy - this means an end to the importance of Grand Gestures. Grand Genstures represent an old model, the metaphor would be “ignore me ignore me ignore me - flowers on Valentine’s Day, ignore me, ignore me, ignore me - Superbowl Ad. We have to design our online experiences to reflect the social relationship driven nature of this new economy.
The world we live in today is a blend of the grand and the personal; The episodic and the continuum; The atom and the bits; The binary and the blurry; How these two “modes” work together.
IN my mind all the media planners and buyers will be turned outword and not jsut given “dashboards on which to passively monitor behavior - but a cockpit where they can respond and reflect and create in ever move customized and personal ways - see trends and patterns in the marketplace and build to them
Exactly. Just because markets are conversations doesn’t mean that marketing is.
Marketing has to change. It has to recognize that market conversations are now the best source of information about companies and their products and services. It has to recognize that those conversations are not themselves marketing — you and me talking about whether we like our new digital cameras is not you and me marketing to each another. Neither is our conversation a “marketing opportunity.” But the temptation to see it as such is well nigh impossible for most marketers to resist.
Fortunately, the people leading the thinking about this generally do honor the conversation as the thing that must be preserved. How the meme gets taken up, however, should worry us. We need to help marketers resist their deeply bred urges. We need to make preserving the integrity of the conversation as central a marketing tenet as is not lying about product specs or prices.
http://www.flickr.com/photos/amagill/180202581/
When communications are too wide and generic, they will be filtered. They will not reach people.
Relevancy is decreasing - Mass Media - People are less receptive, narrowing filters
TV is no longer the tribal fire, prime time ratings have been declining consistently.
As if it wasn’t hard enough, ad blocking (through time-shifting) devices add to the challenge.
From the customer’s POV - we are not elusuve we are annoyed.
“consumers are increasingly more elusive/sophisticated” say marketers.
This says more about marketers than about consumers, it’s like saying a girl who doesn’t call you back is elusive. Face it pal, she’s not interested.
The good news is that with the right learning and experimenting mindset we have some basic frameworks to keep in mind.
If we now have access to content and contacts - what kind of filters, frameworks and skills do we need to connect these dots and be truly useful?
EMOTION - we all know that irony is really lost on the web - how can we infuse emotion into our experiences
RELATIONSHIP - relationships take time - they have legs - i think of google as the long tale of reputation
CONTINUUM -
this entire page is filled with data that is interesting and about me
1. Join the Lives of consumers vs. interrupting them:
In the Nike Chain, the brand moves from being a speaker to being a facilitator of the message of the global movement for beautiful football.
2. It's all about finding a 'place' in the 'community':
Nike Chain has submissions from all over the world from all age/sex groups. What they share in common is being a 'community' of football lovers who want to create against ugly football by proudly 'showing' their moves and 'playing beautifully'. What Nike ensures is 'consumers become the voice'.
3. Help consumers to create content within your equity and campaign:
Nike's equity is to bring inspiration and innovation to every athlete in the world - you are an athlete if you have a body!' Their goal is i. to create performance opportunities for everyone who would benefit and ii. to offer empowering messages for everyone who would listen. The Chain idea perfectly stems from these equities and brings them to life. It sets the platform for everyday athletes to perform. It empowers them by recognizing the 'beautiful football' they play and shares it with others. Having the names and nationalities of the players while they are making their moves reward the players.
4. Finally don’t be afraid to lose/share control:
They make fakes of it ('when the chain goes wrong!), they post their own moves in youtube, they play around with the idea/execution, they talk about it, and they criticize it and all its 'mutations'.