Here’s just one of many takes on giving your gift to the world today!
1. GREAT CONTENT: The bottom line in marketing within the social networks is Quality Content WITHIN a Quality Context. @MarvinTowler
2. THERE IS NOTHING TOUGH OR NEW ABOUT IT: And that nothing has changed at all. The local veggie salesman often knows more about socializing than marketeers. Spend a day at the Farmer’s Market! (http://www.youtube.com/watch?v=Me1zCtzwDM0)
3. GOOD RELATIONSHIPS: It’s about relationships. And humanizing business process. http://www.peopleizers.com
Social objects (photos, tweets, posts) mediate the ties btwn people…& are the reason why people affiliate w/specific others.~Jyri Engeström
I have been working lately on building specific social networks, pre-populated with members from other social networks that share very specific qualities. The work has been arduous but very interesting. After going through the Thousand True Fans process I outlined a few months ago, I have been working on discovering shared social objects (photos, tweets, posts) WITHIN tight-knit social groups.
The emergence of object-specific social networks is truly staggering. The World Wide Mind is merely a lobby in which conscious beings stand and peer out into the seemingly endless depth of mash-ups possible. A site like http://www.shelfari.com/ or http://www.last.fm can be divided into countless strata, specific networks bound together through shared love of social objects (books, quotes from books, fragments of poetry, songs, music videos, concerts).
A social network like StumbleUpon is a window INTO social objects and is organized around popular social objects. The genres within StumbleUpon ARE social networks unto themselves. http://www.stumbleupon.com
I was recently approached by a branding wizard to create a list of influencers related to a specific country. Related to the needs, desires, fears and problems within that country. As part of this work, I am assembling not only a list of influential individuals and organizations (tweeters, bloggers, offline influencers) BUT ALSO a list of social objects (photos, videos, music, tweets, blogposts) that tie the countrymen together, or could tie the countrymen together.
It’s about Influential individuals and organizations. AND it’s about the social objects that have held (and could hold) the attention of the populace.
The following institutes provide core essentials related to leadership, the psyche, technology and the future. If you are able to attend one live event during the next 12 months, do it!
Singularity University is an interdisciplinary university whose mission is to assemble, educate and inspire leaders who strive to understand and facilitate the development of exponentially advancing technologies in order to address humanity’s grand challenges. With the support of a broad range of leaders in academia, business and government, Singularity University hopes to stimulate groundbreaking, disruptive thinking and solutions aimed at solving some of the planet’s most pressing challenges. Singularity University is based at the NASA Ames campus in Silicon Valley. – http://bit.ly/singularityU2011
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The Oxford Internet Institute was founded as a department of the University of Oxford in 2001, as an academic centre for the study of the societal implications of the Internet. The current home in a building owned by Balliol College was formally opened in July 2003. – http://bit.ly/OII_2011
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The Do Lectures. The idea is a simple one— that people who Do things can inspire the rest of us to go and Do things, too. So each year we invite a set of people down here to come and tell us what they Do. They can be small Do’s or big Do’s or just extraordinary Do’s. But when you listen to their stories, they light a fire in your belly to go and Do your thing, your passion, the thing that sits in the back of your head each day, just waiting, and waiting for you to follow your heart. To go find your cause to fight, your company to start, your invention to invent, your book to write, your mountain to climb. The one thing the Doers of the world Do, apart from Do amazing things, is to inspire the rest of us to go and Do amazing things too. They are fire-starters. – http://bit.ly/Do_Lectures2011
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The Esalen Institute was founded in 1962 as an alternative educational center devoted to the exploration of what Aldous Huxley called the “human potential,” the world of unrealized human capacities that lies beyond the imagination. Esalen soon became known for its blend of East/West philosophies, its experiential/didactic workshops, the steady influx of philosophers, psychologists, artists, and religious thinkers, and its breathtaking grounds blessed with natural hot springs. Once home to a Native American tribe known as the Essalen, Esalen is situated on 27 acres of spectacular Big Sur coastline with the Santa Lucia Mountains rising sharply behind. – http://bit.ly/Esalen_2011
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Omega Institute. Through innovative educational experiences that awaken the best in the human spirit, Omega provides hope and healing for individuals and society. Founded in 1977 by Stephan Rechtschaffen, M.D., and Elizabeth Lesser, Omega Institute for Holistic Studies was inspired by scholar and Eastern meditation teacher, Pir Vilayat Inayat Khan. Together, they envisioned a dynamic “university of life” designed to foster personal growth and social change. The name “Omega” came from the teachings of Pierre Teilhard de Chardin, a renowned 20th-century philosopher, who used the term “Omega Point” to describe the peak of unity and integration toward which all life is evolving. – http://bit.ly/Omega_2011
A COLLECTIVE REALIZATION: Humanity is collectively facing James Hillman’s dilemma in The Soul’s Code, where he says, “I can no longer be sure whether the psyche is in me or whether I’m in the psyche…” The national and personal borders that were so vital to identity are increasingly tested by swiftly advancing uncertainties. At the core is a mass realization by a culture engrossed in materialistic pursuit that perhaps, just maybe, something more is afoot.
“All great civilizations when they were flourishing had a living myth,” Marie-Louise von Franz (in above video clip on her work with Carl Jung).
The most popular films and books are stories centered around beings that have entered human experience from another realm. One only need look at the highest grossing films and bestseller lists to see that humanity yearns to be in touch with powers known by our forebears. Individuals want the pinnacle of Maslow’s pyramid and want it now. Our passage collectively will be via an alchemical and very hot journey, characterized by every emotion and, hopefully, resulting in a catharsis that leaves a handful of enlightened forefathers for successive generations. We will not fly to other galaxies until we plumb the very depths of our own collective memory and discover the wealth of psychological wisdom there.
So we are engaged in some collective projects now:
PROJECT #1: NO BORDERS – HUMANITY MIXES TOGETHER FULLY: The first project that is important in all of this is already well underway. The Internet has established itself as a borderless region, unbounded by national, religious and political obstacles. It has also sprung physical arms and legs, as evidenced in the swift overthrow of governments, politicians and other oppressors. VALUE: We advance beyond rigid religious systems that limit momentum and are violent to individuals, communities and other cultures. We overcome arrogance, ignorance and fundamentalism. There is more than one way to be a human. We are everything AND unique, all at once. In this way, we benefit from the cultural wisdom of others AND weave a powerful enough garment to absorb the heat of successive stages of an alchemical initiatory process. SAMPLE PROJECT: Can humans finalize the globalization of the planet WHILE retaining the unique, delicate and rich spiritual eco-systems of various regions? Can this unified world then identify and achieve collectively desired outcomes? Over and over again?
PROJECT #2: A GLOBAL MEDIUM & DELIVERY PLATFORM FOR ALL: The next project is also well underway, in the form of social networks and the myriad devices that social content populates. EXAMPLE:The World Wide Mind and THE Conversation Prism are perfect examples of how this rainbow wheel of social properties is animated by and animates human action. VALUE: Streamlining data analysis and action platforms facilitates achievement of the sample project above, namely collective action BY THE GLOBAL COMMUNITY toward COLLECTIVELY IDENTIFIED GOALS.
PROJECT #3: SUBMARINES INTO THE INTERIOR OF THE COLLECTIVE PSYCHE: The third project is just beginning. Via sophisticated data-mining solutions like PeopleBrowsr, Radian6 and others, as well as a deep understanding of social and human psychology, organizations are plumbing the depth of the collective unconscious.
Carolyn Kaufman describes Jung’s concept: “The collective unconscious is like psychic DNA: it contains “inherited” psychic material that links us not only to other humans in the present but also to our ancestors from the past. According to Jung’s theory, though each of us appears to function independently, in actuality we’re all tapped into the same global mind.”
Nikos Kazantzakis identifies the importance and value of being aware of the collective unconscious, “Myriad invisible hands hold your hands and direct them. When you rise in anger, a great-grandfather froths at your mouth; when you make love, an ancestral caveman growls with lust; when you sleep, tombs open in your memory till your skull brims with ghosts.”
VALUE: The goal of launching missions into the collective unconscious is that we discover what we have forgotten and link this to what we have invented IN ORDER TO reach what we desire.
PLUMBING THE COLLECTIVE UNCONSCIOUS FOR WISDOM: Again, humanity is collectively facing Hillman’s dilemma in The Soul’s Code, where he says, “I can no longer be sure whether the psyche is in me or whether I’m in the psyche…” Immersive mediums of expression and relationship like social networks clue us into deeper mysteries that CAN BE PLUMBED now and then turned into vehicles for going even deeper into our collective unconscious in search of wisdom, forgotten truth and stories. These in turn feed our evolution like nothing else can. In the old tribes, a teenage boy would undergo a ritual that threatened his life. Upon passing through, he had earned the right to sit around the fire with the men, to hunt with them and to enjoy the pleasures of women and family.
Our planet is undergoing such an initiation now, passing from fear and oppression INTO an era typified by simple technologies that resolve timeless human problems. The storyteller Michael Meade has said, “As nature rattles and culture unravels, mythic imagination tries to return to the world, for endings and beginnings are particularly mythic…myth makes meaning and helps a person find the meaningful path through life.”
Again, we will not fly to other galaxies until we plumb the very depths of our own collective memory and discover the wealth of psychological wisdom there. Do you have a different historical timeline that you like? “To keep the future open to all potentials, alternatives and dissenting possibilities, it is necessary to envisage alternative futures from different civilisational and cultural perspectives.” (Sardar) It may be the only way to get free of the “fate” and “karma” that previous generations are so deeply in love with. We do not need to have an apocalypse just because such a weight of humanity yearned for it…there are other optional endings. Cultivating a Choose Your Own Adventure approach is vital to survival at this point.
Peter Ecomomides of FelixBNI tells a story of his neighborhood market to illustrate how everything has changed & nothing has changed. Peter talks about conceiving creative & human ways to interact with customers. Applying common sense marketing to social tools (Social Monitoring Tools) & social networks (The World Wide Mind). The importance of adapting social technologies to ways humans have always spent time is vital. We gossip, watch movies, check out photos, listen to music, check the news. The most successful social networks, apps and tools are digital software that serve timeless human actions. This is the beauty of what Mr. Economides recognizes in his statement about “getting back to social”. He acknowledges that social objects – tweets, status updates, photos posted to Flickr, video posted to YouTube, ARE the medium. Mr. Economides writes, “Twitter is not a medium. Your tweets are the medium. Your blog, your Facebook page, etc.”
AN EXCLUSIVE INTERVIEW WITH MR. PETER ECONOMIDES OF FELIXBNI
ON CHANGE: You’ve emphasized that “everything has changed and nothing has changed”. What are your thoughts on that today and why is this an important message for those getting into marketing via social networks?
Everyone in marketing was educated BDSM – Before the Development of Social Media. And the marketing we learned was focused on the Broadcast Economy. Mass media. Mass retailing. The consumer as a demographic number.
Social Media has given birth to the Conversation Economy. Massive media which do not broadcast. Messaging has become stream of micro conversations. The consumer now has a highly individual profile.
My point is that this is the way it has always been. Mass, if you think about it, is the aberration. It’s back to village, where conversation and word of mouth rule supreme. It’s just that this time the village is global. And the main road running through it is the internet and social media.
The irony is that the largest medium in the world has taken us back to a world filled with individuals, conversation and word of mouth. But as Gary Vaynerchuk says, it’s “word of mouth on steroids.”
Social media is influencing consumer behaviour way beyond the internet. And this is the most important thing for any marketer to bear in mind. Great marketing rests on powerful consumer insight. And if marketers don’t understand the 360º effect of social media on consumer behaviour, they’re in serious trouble.
I often illustrate this through my local butcher.
I believe that he has the best meat in Athens. Now, I am not an expert. I do not know this, but I believe it. Not because of what he says but because of how he behaves. He does not impress this on me. He expresses it in everything he says and everything he does.
He has not studied marketing. He knows nothing about social media. But he is an insightful human who understands what makes people tick. His reputation has been built entirely on word of mouth. He knows that. And he also knows that his reputation can be ruined by word of mouth. In a flash.
Smart people have always known this. And the best butcher in the village has always behaved like this. Ask your grandmother.
ON TECHNOLOGY AND CONVERSATION: Danny Brown writes, “Every single one of us is connected, from the tech savvy to the Luddite to the in-between. And if we’re all connected, it becomes easier to help. And if we all help each other, maybe there’s just a chance the world might be a better place.” Do you see social technologies as accelerators of helping each other and making the world a better place? What can humans do in the context of social technologies that is different than via telephone, fax machines, and the Pony Express? Is it only about speed or is there something more tactile about social technologies now?
Conversation is the key.
Good conversation is a dialogue that consists of thesis, antithesis and synthesis. In other words, it is dynamic. It moves somewhere. Social media facilitates synthesis in a way that the telephone, fax machine and the Pony Express never could. It’s immediate. It’s massive. And it’s open. It’s like a perpetual town hall debate.
Television? Just thesis. No antithesis. Certainly no synthesis.
ON TWITTER: What is Twitter and why do you use it?
Twitter’s a cocktail party where you are free to drop into a conversation, plant a seed, pick a fruit, shape a thought, learn, share, contribute … and move on to the next conversation. Thesis, antithesis, synthesis.
Twitter is also the most immediate news source on the planet. I witnessed the Egyptian Revolution earlier this year by switching between Twitter and Al Jazeera on my iPad. I was in Tahrir Square through Twitter. Picking up news and personal drama. And I’d see the images a little later on Al Jazeera. No other medium could have done that for me.
The evening news? Forget about it!
ON FACEBOOK: Why have so many people flocked to Facebook?
A market is always built on a great product.
And I think Facebook is a great product.
Easy. Intuitive. Lots of ways to share. And, importantly, lots of reward through the Like button.
But there are a lot of great products out there which do not succeed ….
Facebook’s initial appeal was to the high school and college crowd. Important influencers of the older crowd. Facebook crossed the chasm into mainstream through kids. And once they had the critical mass, the network effect kicked in. One billion users by the end of 2011 … remarkable. But that;’s the network effect in action.
Facebook has played an important role as most people’s first step into social media. But it runs the risk of becoming the “low rent district” of the internet.
EXPLAINING SOCIAL TECHNOLOGY TO GRANDMA: How on earth do you explain social technologies and social networks to grandma? Or the crustiest of CEOs?
Back to the village! And back to my butcher story.
You’ve seen many approaches to marketing over the years. What are two of your favorite campaigns, in the past or now? What could social technology and social networks facilitate that maybe would have been tougher in the past?
I’d rather talk about great brands.
Because a campaign is just a stage in the life of a brand.
Every category has a protagonist brand.
And it should be the ambition of every brand to be the protagonist of its category.
Think of a soft drink. Coca-Cola?
The Coca-Cola of vodka?
The Absolut of computers?
The Apple of beer? The Heineken of sports shoes? The Nike of coffee shops?
Starbucks hardly advertises. But look at the quality of the conversation it has with its customers. In everything it says. And everything it does. Everything communicates.
Starbucks knows what its “Starbucksness” is all about. And so does every barista who works there. That’s the key to a great brand. Consistent behaviour throughout the organization. In everything it says and does.
Great brands have always understood the conversation. Great brands have always understood that they sell product to individuals and not to numbers. Great brands have always “got” what the social media experts are preaching. Nothing is new.
Naturally, social media open up new opportunities to connect with consumers through thesis, antithesis and synthesis. I wonder about the future of consumer research …..
ON GREECE: You have lived all over the world – in New York, Mexico City, Hong Kong, Johanessburg, Athens. You’ve marketed huge brands like Apple and Coca-Cola. You’ve been in leadership at major ad agencies like McCann and also done your own thing. Now you live in Athens, Greece. What is happening in Greece right now and how can OR are social networks play(ing) a part in this?
There’s a huge conversation going on on Twitter, revolving around current events in Greece. Also a number of great forums on Facebook. But I don’t see much traction. I am working on a public forum in the style of Quora which I hope to launch soon.
GREEK FAVORITES: Who is your favorite Greek musician? Film director? Playwright? Journalist?
