In part three of a series of conversations discussing the state and future of social media with Chris Beck, founder of 26dottwo (@26dottwo), we review media consumption and usage and how in social networks, individuals are in control of defining their own experiences. As such, organizations are now required to study the cultures of each community in order to learn how to best establish a presence to equalize the dynamics of engagement.
In social media, influence has taken center stage. With the spotlight perfectly fixed on the “me” in social media, a large shadow is now cast over the “we” that defines the social web. As individuals begin to realize the possibilities and benefits that surface as a result of building connected social graphs, a very public exploration to find the balance between influence and popularity unfolds.
In part two of a series of conversations discussing the state and future of social media with Chris Beck, founder of 26dottwo (@26dottwo), we review the viability of Facebook as an advertising platform. The discussion brings up elements introduced in my recent post introducing the concept of The Last Mile and how everything begins with the First Mile. We also review the ever-thinning attention span (Media A.D.D.) and ideas introduced in Part Two of the Hybrid Theory Manifesto.
The new world of Social Media is among the most actively analyzed, misunderstood, and at the same time, celebrated mediums affecting businesses today. At the very least, it introduces a renewed sense of vigor that is challenging creativity and convention and also inspiring more human connections in the process. Social Media also introduces new channels and methodologies to drive and measure sales, service, and marketing. As such, discerning business executives seek direction to evaluate the opportunity costs associated with new media as well as establish the ROI of engaging in popular networks such as Facebook, Twitter, and YouTube.
I recently sat down with Chris Beck, founder of 26dottwo, a digital media agency in the San Francisco Bay Area for a in-depth discussion on the state and future of social media. We examine a broad range of topics that explore the impact of the social economy on business, culture and the democratization of influence.
In this installment, we discuss “people” as the 5th “P” in the marketing mix. While this is a subject that’s been discussed over the years, the 5th P serves as a defined pillar in the newly published Hybrid Theory Manifesto.
In social media, is there truth to the proverb, “seek and ye shall find?”
As our experience in new media matures, learning what it is we wish to seek and also accomplish is at the forefront of rapid evolution. Converting questions into objectives is how we grow and succeed. While the opportunities within social media in general are sweeping, one such possibility that’s largely untapped in business social networking is the ability to find customers and prospects as well as learn what inspires them to make decisions and share experiences.
The spirit of social media is enlivening industries, refreshing marketing, and humanizing businesses. While the steps to the social revolution are gradual, so are the budgets that fund innovation. Progress is underway however, and with every experiment and pilot program, we learn the answers to the questions that serve as the gateways to change.
Early experiments are sparked within various forward-looking divisions and funded by other resident or surrounding programs or departments. As social media permeates and socializes the frameworks of the modern businesses, finances and supporting resources will shift to advance expansion.
Social Media is greater than the sum of its parts, but it is these parts that define the socialization of business. Today consumers are interacting with peers, brands, and influencers in social networks at varying levels across more industries than you might possibly believe. The answers of who, what, when, where, how, and to what extent are out there; we just need to spend a moment searching for the insights necessary to galvanize meaningful social media content, branding, and engagement programs.
I was recently asked at a communications and marketing conference for senior executives when Social Media would start to appeal to all senses including, vision, hearing, smell, taste, and touch. It was an interesting question and the first time that I had heard it in public. My response was that it is already in full effect. To go one step further, much of the work I’ve studied and also the focus of much of my own work fuses aspects of sensory branding and marketing with elements of experiential and emotional marketing to appeal to the senses as well as to the emotions that inspire action.
World Cup Fever is certainly a pandemic with champions spreading enthusiasm and passion around the world. It’s not only circulating from country to country and person to person, World Cup Fever is also propagating through the social graphs of fans in social networks around the world.
On Twitter, for instance, it is because of the World Cup that a new Tweet record was established. On Thursday June 24th during the Japan vs. Denmark match, 3,282 Tweets flew across the stream every second, beating the previous record by almost 200.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish 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. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.