Mplanet 2006 featured a dozen spotlight sessions for the late afternoon slot. I attended the session on Social Computing which was lead by Brian Kardon of Forrester Research. Brian might be the lesser known partner-in-crime with Charlene Li who blogs quite frequently in the social media/computing space.
Brian started by talking about how technology changes everything, from health, education, etc. He talked briefly about the One Laptop Per Child initiative and how technology is/can changing the world. More important to this audience though, is how does technology changes business or marketing?
Brian reviewed some of the most recent examples of social computing and consumer generated content. First up was the famous Mentos/Diet Coke marriage. His next example was the Dell exploding battery and how Dell used their blog to respond to users directly, even over the objection of the legal department.
Things change fast though, there are already signs that MySpace is on the decline within early teen adopters. There is a large amount of transience going on within the medium.
Brian talked about the AOL canceling issue, and how a single person's bad experience with a brand can become a bigger issue. It's not what you might want to hear, but take your marketing dollars and invest that in better products and better services.
Social computing: A social structure in which technology puts power in communities and not corporations.
Why is this taking place? 1. Technology has lowered the cost. 2. People are more willing to trust non-traditional sources 3. PC usage is increasing. 4. In the future everybody will be famous for 15 people.
One of the questions Brian says he is often is asked is, "who are these people and do the have a life?" (sound familiar). As a great exercise Brian asked the audience, "How many of you have written a review or posted a comment about a product or service?" Quite a few of the people in the audience raised their hands. Brian's response, "Well, there are quite a few of you, and as far as I know, you all have lives." So they are real people.
One of the questions focused on the B2B aspect of of social computing. Brian commented that traditionally 100% of people are lookers or lurkers, but 1% are commenters, so in a small B2B space just one person commenting is a lone voice.
The theme is listening to, and nurturing individuals talking about your brand - even if you aren't in control.
User generated content is created by individuals/customers/consumers and viewed by them without being sanctioned by an organization.
Customers will learn about your brand from individuals outside your organization.
In summary:
- Social Computing is here to stay. Accept it.
- Focus on relationships, not the technologies.
- Get started using the tools.
- Embrace a culture of generosity in your Social Computing efforts.
A copy of Brian's presentation can be found here: www.forrester.com/mPlanet
Visitor Comments
Thanks for the post- you raised many interesting issues. More and more "real" people are engaging in social media discussions and realizing the importance of staying informed about new technology. Children learn the importance of technology at increasingly younger ages. The one laptop per child initiative isn't surprising, since computer competence is absolutely essential in every career, not to mention daily life now.
People are becoming more mistrusting of messages/promises given by large corporations and are turning to the "honesty" of fellow non-corporate folks to determine the worth of products. The Edelman/Wal-Mart episode obviously illustrates the problem with this scenario.
We are also more connected today than we ever have been through the use of social networking. People can carry on conversations across the globe and conduct business internationally through the click of a mouse. Technology continues to shape our climate, our culture and our understanding of each other. Everything happens at such a rapid speed, and we are all enthusiastic about being led where technology will take us. I'm definitely along for the ride.
Posted by: Kristina | November 30, 2006 5:00 PM
Josh,
Happened to read your blog and appreciate the perspective of the power of social computing. its impact on the brand, marketing and how we communicate.
Just to add a little more perspective, in the case of Dell's recall of Sony battteries, it was not just the www.direct2dell.com blog where we posted information, but we proactively provided links and information throughout the blogoshere on sistes where the issue was being raised
Like you, we are along for the ride and learn every day from our discussions online with customers and others, through our blog and elsewhere.
Thanks again for the perspective and thoughts.
Posted by: RichardatDELL | December 1, 2006 11:24 PM
This is very interesting and an area which seems to be consumer driven yet controlled by profit making organisations. Take a look at Social Computing is it a Sustainable Reality? at http://luddites-or-laggards.blogspot.com/ and let use know what you think.
Posted by: Rick | February 18, 2007 4:39 PM
Another great matter of discussion!
Posted by: Phone Answering Service | January 7, 2008 2:07 PM