Social media is more than a digital water cooler for TV and movies. The global conversation that takes place around events and the experiences people share based on what they watch teaches us about consumer preferences. More importantly, their activity influences behavior. Behavior counts for everything. Studying it is just the beginning of course. In order to understand and eventually steer behavior, we must translate activity into insights and in turn, translate insights into actionable strategies and programs.
The future of television is much more than social; much in the same way that the future of media is too, more than social. Social is a fabric; it connects the individual nodes that make up the human network. But, social however, is not a means to an end. And, as such, the same is true about the working theories driving Social TV. Understanding the role social plays in how viewers connect with programs and other people is essential to defining the future of television.
I’ve been a long-time supporter of MediaTemple’s (MT)Residence program along with Gary Vaynerchuk, Neil Patel, and many others whom I respect. I wanted to share my “7 questions to answer to become a social business” with you here..
Frank Eliason and I have known each other for many years. We’ve shared the stage on many occasions, he’s made an appearance on Revolution, and most importantly, I’m proud to call him a personal friend. Frank has championed the adaption and transformation of customer service during his time at Comcast and at CITI. Never one to shy away from sharing his opinions, he’s certainly bullish on where service needs to be as a function and a philosophy versus where it is today. In fact, he’s gone so far as to call out social media customer service as being a “failure” in its current state.
Guest post by Danna Vetter, VP, Consumer Strategies, ARAMARK
People laughed when we began talking about putting resources towards building a social structure for a company like ARAMARK. We heard it all:
The standard -
“We can’t open ourselves up to this kind of risk.”
The mean -
“You’re just trying to manipulate company perception.”
The ridiculous –
“No one wants to read tweets about hot dogs.”
The headline calls attention to everything that’s wrong with how businesses measure engagement in social media today. Businesses that invest any level of marketing resources in networks such as Facebook, Twitter, Google+ and the like (get it?) are being groomed to focus on soft metrics instead of the relevant activity that signals the strength and worth of a community. By weighing conversations, interactions, and views, businesses are fed raw numbers that demonstrate KPIs but they do not offer the insights necessary to glean ROI or deep understanding of what people do and do not want, need, or value. And that’s part of the problem as marketers and developers are focusing on stimulating movement, which by default becomes a game of competing for attention, moment by moment.
I recently had the privilege of presenting at the GDOL Digital Talkfest in Istanbul. The focus of the event was very much in line with my current work. GDOL tracks the new generation of consumers who do everything online and the impact they now have on popular culture, society and ultimately business. I refer to this generation as Generation-C.
The digital landscape continues to undergo a significant shift that will have profound effects on business this year. The challenge is that hardly any business leaders noticed. That’s not their fault however. Even through the impact of technology on business and consumer behavior was widely reported, in depth reports on what to do next or how this will affect their business specifically were scant at best.
Disruptive technology is the bearer of tremendous opportunity and equally a harbinger of obsolescence. Technology’s impact on society and business is substantial, if not underestimated. As technology continues to become part of everyday life, it becomes disruptive in how people communicate, work, and connect. The evolution of society and technology happens with or without adaptation or understanding. And, it’s contributing to a very real phenomenon of Digital Darwinism, a situation where organizations are faced with a need to adapt to markets and customer behavior or risk a loss in favor, competitive advantage or worse, irrelevance.
It’s inevitable that I will get the question. You’d think by now that I would learn to expect it…that I would prepare for it…or have a response that would be purely second nature. But I don’t. I’ve no standard answer that automatically inspires anyone in the moment to take action. And, to this day, I neither expect the question nor do I have a rehearsed or standard riposte committed to memory.
So what is “the question?”
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.