"The market for something to believe in is unlimited..." (Hugh McLeod)
And guess what, that new fangled thing - the internet and its social media offspring - just lowered the threshold on entry to that market!
It is not by accident that people refer to the internet as a disruptive technology. Especially in marketing.
In the 20th century marketing model, fundamental assumptions about one-to-many broadcast media and a "campaign view of the world" reigned supreme. And the economics of the media and advertising industry conformed accordingly.
However, what if we turned some of the assumptions upside down:
[youtube=http://www.youtube.com/watch?v=D3qltEtl7H8&hl=en&fs=1&]
One of the intriguing aspects of online communities is the intersection of several disciplines (eg. strategy, technology, marketing, design) and their interplay. And it is the interplay that is the crucial part - online communities are living, breathing things... From our experience, as soon as a prospect or client starts treating an online community as an IT project, we know we have some challenges.
As an old CRM hack it is always interesting to see how the "CRM Industry" (primarily the unholy alliance of technology vendors and analysts) is adjusting to the brave new world of social networking and increasingly empowered customers.
We are all familiar with the real world impact of "presence" - and the powerful clues to social context that it provides...
Ok, ok, some examples.
Do you think twice about entering an empty restaurant surrounded by thriving atmospheric venues?
Do you feel a lift in adrenalin at one of the world's great sporting venues filled to capacity with screaming fans? (I was lucky enough to be at the Melbourne Cricket Ground in 2005 for the mighty Swans victory...).
The importance of framing your online community with a story should not be underestimated.
Fournier and Lee illustrate this as follows:
Australian NPS study
A hat-tip to James Breeze at Objective Digital for recommending the book "Designing for the Social Web" by Joshua Porter.
This book describes a simple prioritization scheme for designing social web applications called the AOF Method. AOF stands for Activities, Objects and Features and the method is made up of three steps:
1.
Have you checked the traffic to your corporate website of late? And if you have an online customer community or even an industry forum frequented by your customers - have you checked out the traffic to those sites? It is pretty clear that customers have a strong message for traditional corporate websites...
31st August, 2010
jeffcarruthers: Check out this SlideShare presentation : Net Promoter and Social Media - A Strategy f... http://slidesha.re/cIrQis
31st August, 2010
jeffcarruthers: Fire Your Marketing Manager & Hire A Community Manager. http://bit.ly/al3dyu
26th August, 2010
jeffcarruthers: RT @simpliflying Learning from the best airlines on social media: SimpliFlying launches six airlin.. http://bit.ly/9Fcjhe
23rd August, 2010
jeffcarruthers: Looking for an experienced Business Analyst with passion for customer engagement - see our job ad: http://tinyurl.com/28t4erz
6th August, 2010
ResonateAU: Lessons Google Can Learn From Wave’s Failure: http://bit.ly/bhaOdH #googlewave
27th July, 2010
ResonateAU: Just published blog post on co-creation by new Resonate team member Darren Sharp: http://bit.ly/b5XJXf #socialmedia #crm #innovation
27th July, 2010
timwtyler: RT @jacki_johnson: 598 home fires in NSW this winter, 5 fatalities; strong reminder for us to be aware of fire hazards in our homes
27th July, 2010
timwtyler: @KerrieAnne Zelus was a teacher who change students by opening minds. Bogan in, geek out in my case. Wonder where he is?
26th July, 2010
timwtyler: @KerrieAnne I agree strongly - helped a client crowdsource start up - they won this year's Innovation award http://bit.ly/aVSgTH proper way
25th July, 2010
timwtyler: @KerrieAnne 'not with a bang but a whimper' sounds like a citizen committee on climate change doesn't it?
25th July, 2010
timwtyler: RT @short_fuse1: WOOHOO - just got our first job through Facebook. Social Media is working for us!
24th July, 2010
timwtyler: RT @SteelyGreen: Tony Hayward's 3 Big Mistake Every CEO Can Learn From: Failed to answer essential questions http://bit.ly/b6Cge2
24th July, 2010
timwtyler: Hartcher in SMH voices disappointment w/ @juliagillard after benching the ETS: "what, exactly, does Labor stand for?" (via @mediahunter)
23rd July, 2010
jeffcarruthers: Check out this SlideShare presentation : Like Minds 2010 Social Media Operationalizat... http://slidesha.re/bfBz04
23rd July, 2010
timwtyler: RT @UBank: UBank announced as Winner of the 2010 Australian Business Awards for Product Excellence & Innovation http://bit.ly/cszkJv
23rd July, 2010
timwtyler: RT @jacki_johnson: Team here at The Buzz Insurance very excited; we have won the 2010 Australian Business Awards for Innovation.
23rd July, 2010
timwtyler: RT @CarlsonLoyalty: Nectar launches a points-for-search toolbar with Yahoo!. Shows where to earn Nectar points online http://ht.ly/2fk2D
22nd July, 2010
timwtyler: RT @servantofchaos: Nice find Ross! RT @rossdawson: 1981 TV news clip on the online news and the future of newspapers http://bit.ly/bljxgK
22nd July, 2010
timwtyler: @kcarruthers Tilbury, upstairs, at the Loo - if you ask they will set an area aside for you...
21st July, 2010
jeffcarruthers: Check out this SlideShare presentation : Six Digital Trends To Watch by Steve Rubel a... http://slidesha.re/a2Dxa5
21st July, 2010
jeffcarruthers: Check out this SlideShare presentation : What the F**k is Social Media NOW? http://slidesha.re/9coYwu
20th July, 2010
timwtyler: RT @DonPeppers: Last month Amazon sold almost twice as many e-books for Kindle as it sold hard-copy books! http://bit.ly/9Rf3gH some mine!
19th July, 2010
timwtyler: RT @cannboys: I'm looking forward to the election as much as the world cup - Vuvuzelas swamping commentary may be good in this case?
19th July, 2010
timwtyler: RT @UBank: Please help us learn more; social media & online banking needs take this short survey (5 mins) http://bit.ly/ubankask Thanks!
18th July, 2010
timwtyler: RT @KerrieAnne: IBM Web Team Measures Impact of an Editor on Content http://bit.ly/9CE8PL Skills & talent do matter!
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