Posts Tagged ‘psychographics’
Why Generation-C requires empathy and personalization not marketing…
In 2012, I spoke at a conference in Amsterdam focused on big data and intelligence to help businesses keep pace with the new generation of connected customers. I remember watching an informative and entertaining presentation by Dr. Peter Gentsch, founder of the Business Intelligence Group (B.I.G.) in Berlin. While this was two-years ago, a lifetime in today’s new media world, I feel his example is still as relevant today as it was then.
Social media is a deeply personal ecosystem that I lovingly refer to as the EGOsystem. As such, there is a “me” in social media for a reason. It is quite literally a world in which we are at the center of our online experiences, a place where everything and everyone revolves around us.
Social media is maturing as are the people embracing its most engaging tools and networks. Perhaps most notably, is the maturation of relationships and how we are expanding our horizons when it comes to connecting to one another. What started as the social graph, the network of people we knew and connected to in social networks, is now spawning new branches that resemble how we interact in real life.
In 2010, we were introduced to the important distinctions between monitoring and listening. At the same time, we observed an emerging dichotomy between the social graph (your personal and professional connections) and the interest graph (those who share common interests, goals, and concerns). For business strategists, publishers, and marketers, windows into the world of customers and influencers were finally jarred open to reveal the people who define online markets.
Social Media is among many things, our gateway to discovery and interconnection. While social networking may seem trivial, truth is that we get out of it what we put into it. But this goes beyond the time and energy we spend on day-to-day participation. Our investment in social media earns its largest dividends when intent and purpose meet personification and engagement.
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.