WEB 2.0 AND HYPE....
I know what some of you may be thinking. You’re thinking why all the hype? Everywhere I go these days this two-zero thing comes up. This is just another seminar series claiming that 2.0 will change the world. And how can we make money on that? How can we understand the consumer better? How can I keep my boss and stakeholders internally happy?
I am not going to tell you that this will change the world, but with some synchronization to the way the world works today it may just add some incremental benefit to your world.
Take for example ‘communities’, these have been called in some quarters the natural successor to the general consumer Access Panel. I don’t believe that at all. Communities are not new. The first I have heard of, of the phenotype we know today, was built in the United States back in 2000/1. Did that change the Access Panel? The dynamics of the internet are driving the adoption (of Communities) as well as the potential tangible business benefits of them (which we will look at). But the Access Panel isn’t broken and as Jackie Huba states in ‘Citizen Marketer,’ in every single group of people (call that a Crowd or a Community today) there are 1% of people willing to contribute with sufficient passion to make a difference. At least we can find who that 1% are! That sounds like good research but it isn’t the totality of research per se – and that’s why the community is a great platform alongside and integrated with your existing research program
Seriously now, going beyond the hype I hope that you can take away a few quick wins for your business or your organization that are straight out from a 2.0 world. I hope that we can help you to future proof your decisions and the strategies and tactics behind making those decisions.
Monday, 18 February 2008
Let’s talk about that issue right now….
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2 comments:
The first social network online (a virtual community) was compuserve in 1969. It was a business community for Wall Street. They opened their consumer division in the mid 70's - forums, chatrooms etc - to consumers, and it soon over took the business side. Compuserve went on to merge/do deals with other big online communities such as AOL and prodigy. or was it Genie? I forget now.
The 90:9:1 rule is from Dr Jakob Nielsen. 90% of people just read, 9% respond, and 1% create. Its not the same 1% though - you might read 100 blogs, comment/rate/vote on 9% and then 1 in 100 inspire you to create a blog post of your own *shrugs* normal no?
Still that 1% is increasing - human beings observe first and then jump in. TripAdvisor (largest travel network online) claim that the number of ppl who come back from hols and write a review has increased to 30%. We only add value where we perceive value.
Hope this was interesting to you dear :)
Laurel,
Thank you for your comment which we value. It would be great to have you at one of our sessions, let me know if you would like to come and for some reason this may be difficult for your schedule.
I can only hope that the session may offer you something of interest, clearly the bar would be set very high for this to be the case. I would welcome the opportunity to work on something together, let's see where there might be an opportunity.
Your comment about value (real or perceived) is one that I aim to make in the sessions - that is there is no point building a social network for research which is only of value to the research company - that just won't really work after a short burst. Similarly, a research led community can only work if value flows in two directions (or more). I would like to showcase an Incubator as a third example of what could be possible in research regarding co-creation.
PS I am interested in building a community of Potts Point residents. Why? I used to live there.
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