Future Customer
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The document discusses philosophies for connectedness in groups, including participation, consensus, sharing, diversity and openness. It contrasts these with "cold buttons" that should be avoided, such as enforcing central control, dividing the group, prioritizing competition over community, and degrading life or the environment. The conclusion is that people turn to social networks rather than companies for information.
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Future Customer
- 2. The future is already here, it’s just not evenly distributed yet. William Gibson, Neuromancer, 1984
- 6. Connectedness Participation, decisions by consensus, sharing, acceptance of diversity, access for everyone, openness, environmental sensitivity, tolerance, social responsibility, community involvement. Cold buttons Assault the groups goals and ideals. Try to enforce centralised controls. Divide the group. Reject collective for individual accountability, support aggressive competition, deny feelings and humanity, degrade quality of life and environment, appear cold blooded and mercenary, rely on the hard rational facts at the exclusion of people factors, act elitist or exclusive. We go to our network of friends for information, not a company.
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Editor's Notes
- - The first thing I did was ask 4000 people. I went straight to my network to help me answer a question. In school they call it cheating, in the workplace they call it collaboration, and in the future it is just the obvious thing to do. - the customer of the future behaves using a new set of ideas. What's important to realise is that these new ideas don't replace the new ideas, they build on them. It is not a binary proposition, it is not right and wrong. As these new ideas emerge they transcend and include the previous ones. - Typo, got it done and can adapt after.
- - we don't need to predict the future, we just need to find it. it's on the edges.
- The biggest shift is in the structure we use to think about things.This is what we’re moving from.
- Connectedness. Doesn’t destroy the hierarchy, it just builds upon it until you can’t recognise the initial shape. good for connecting and searching, data overload, can’t stop data moving, clusters of people, collective action flashmobs, switch quickly, integrate my own solution from a bunch of pieces. Social: I’m connected to my own purchase history, to my friends and their recommendations, to the opinions of groups I’m involved in, and then everyone on the web. In that order. because this is a change in structure, it can affect all sorts of things. Marketing, support, research, recruitment, etc. social media isn’t just advertising. - It looks like…
- OPEN DATA- Me, the customer. What do I look like? You already know what I look like in the real world, but online.. - People have profiles everywhere, where they are sharing information about what they do, what they think, what they feel. - Much of this chatter is about products services and experiences. Positive, negative, neutral.
- THE ORIGINAL SOURCE People can go straight to the source, the individual. No company filter. This is separate to and does not replace the official davos account.
- FAST We can join the dots really quickly. 4 degrees of separation in 20 minutes. This influence will extrapolate what you already do. If it’s good, it’s good, if it’s bad, it’s bad. You should assume that I can find any information and compare it easily to find the best deal. It’s a similar process to this.
- MOBILE - what makes twitter interesting is that it is like a dispatch radio for friends, and there are heaps of emergent possibilites that we can’t predict. Thanks to mobile phones with data plans we can share stuff and find information from anywhere. Find info, share opinions, ask friends, jump on some hype. there is no distinction between online and offline anymore, because we carry the internet everywhere. what does that look like on a map?
- LOTS OF DATA There is data everywhere. And much of this data relates to business transactions, to markets. If we zoom in, there are markets everywhere here.
- MARKETS There are markets that look like this, but also online markets like etsy, rentoid, threadless, kiva, ebay, amazon (not just amazon or books). people are buying online and offline, for different reasons. Online comoddities and rare things from around the world. fundamentally what we like about markets is the people in them. So show us the people online too, or make it so simple I don’t need a human. Yammer has lots of humans.
- Augmented reality. There are lots of ways to interact that are invisible to the business. Foursquare is one example. It has created a game and we’re easily convinced to spend money! Offers add value to the conversation. We have more interdependent relationships with companies. Foursquare super user. Value exchange. Mint trade details for offers and reports.
- - I can and will buy things from my phone. I bought a hotel room on wotif while standing in the hotel lobby and saved $50. Access to information. Savvy. I can easily compare anything I want to buy with anything on the internet.
- - We’ll talk about it. Another layer of data is business reviews, this is a site I run. Designed for mobile phones of course. Anyone can contribute.
- Blippy new site shares spend data with people, just like I share videos on youtube. Plus other data streams and profiles like before. - With all this data available, how do you create value? You sell something rare. What is still rare?
- Switch to funding. Eddie micropatronage for san fran- he raised money using paypal and chipin widgets on his blog, but paypal payments would mean raise easily from friends. Pay with paypal, facebook, google, itunes, they facilitate small transactions and I don’t need to go to my bank to do it – so what happens to my bank? What makes them unique in the value chain?
- Jo micropatronage for iphone. I wouldn’t say it is common yet but it’s coming and facebook payments will encourage it. now that jo has an iphone, she saw what I was doing on twitter, sent a message to catch up, we picked a place, I used a map to get there with steve, we all checked in on foursquare, mikah dropped past because he saw us checkin, I shared a photo and the siphon coffee story with 4000 people, then wrote a review on yabble that anyone can now find. You can see the internet blends with everything. We spent a lot of time actually talking too, btw.
- Trampoline chip in to collectively support an event. Or anything they want to see happen. trampoline is a very customer-driven event, people decide what they want to talk about on the morning, then do it. Organise themselves. These are just some of the things that are changing with the customers of the future. so to finish, the answers to my twitter question…
- Wisdom of the crowds? Well..