We are a nation of multi-taskers. As you read this, you’re either doing something else, or this is the “something else” you’re doing while your work on other projects or relax in front of another device. Not only are we multi-taskers, we’re also multi-screeners. Whether it’s a smartphone, tablet, PC/laptop, TV or something other device, we’re consuming, creating, and curating content across multiple devices, often at the same time. It seems that we’re rewiring our brains simply by how we interact with content and devices as part of our everyday lives.
The onslaught of real-time social, local, mobile (SoLoMo) technology is nothing short of overwhelming. Besides the gadgets, apps, social networks and appliances that continue to emerge, the pace of innovation is only outdone by the volumes of data that each produce. Everything we share, everywhere we go, everything we say and everyone we follow or connect with, generates valuable information that can be used to improve consumer experiences and ultimately improve products and services.
“The World Wide Web is the universe of network-accessible information, an embodiment of human knowledge.” - Tim Berners-Lee, Web inventor, founder, the World Wide Web Consortium (W3C), source
Photo taken 11/19/12 using an iPhone5 at St Kilda Beach, Melbourne Australia
The Times They Are A-Changin’
Come gather ’round people
Wherever you roam
And admit that the waters
Around you have grown
And accept it that soon
You’ll be drenched to the bone
If your time to you
Is worth savin’
Then you better start swimmin’
Or you’ll sink like a stone
For the times they are a-changin’.
- Bob Dylan
Content Context is King!
Social media ushers in an era of contextual relevance that finally trumps content as king. Don’t get me wrong, content is important. After all, without it, what would people read, watch, interpret, remix and share? But without context, content is simply a message or story trying to find a home. In social networks, people stitch together social networks based on their relationships, interests, and aspirations to personalize their online experience. Doing so creates a network where, in theory, information that’s shared and the connections that come and go are material to everyone involved.
Part of an ongoing series dedicated to small businesses
As you read this, the business landscape is shifting right under your company’s foundation. How customers make decisions, how they discover, communicate, and share, how they influence and are influenced, is evolving considerably. In fact, customer behavior is not only changing, it’s fragmenting and opening the door to new touch points. Your business will now have to compete for the customers you know and additionally, a new breed of customers that you need to know. And, to earn their attention and ultimately their loyalty, you will need to better understand the top technology trends and how they’re impacting customer behavior.
I’ve always admired TED’s approach to presentations. More importantly, I appreciate how this approach inspires its presenters to in turn inspire audiences in the room and around the web. This evokes the concept of having an “audience with an audience of audiences” where those on stage break through the fourth wall to speak to and through audiences to extend engagement to social networks. TED stimulates the sharing of inspired experiences and it’s the nature of those experiences that foster greater dialogue in and around each event.
The Pew Internet and American Life Project recently published a study that found 50% of cellphone owners use their phones while watching TV. Connected viewers are not only driving the rise of Social TV, their activities are opening new windows for real-time multi-screen experiences that require design.
Social media changes everything. Marketing, sales, customer service, they’re no longer departments, engagement is now a way of business.
As the impact of social spreads through organizations, questions arise about the role social ultimately plays in customer service and overall customer experiences. For the past three years, good friend Brent Leary and the folks at Social Media Today have produced The Social Customer Engagement Index. It examines how companies are using social tools for customer service and, more importantly, how customers are responding.
Guest Post by Jaap Favier, managing partner of The Small Circle
What is the secret of bars? Why do we happily pay four times as much for beer in a bar as in a store? We pay this brand premium to be with friends. The secret of bars is that they convert our quality time into cash. Like bars, social media are places where friends meet. The best social media programs also convert the consumer’s social time into a brand premium, reaching a return on investment (ROI) up to four times as high as the ROI of a TV commercial.
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.