My colleague Heather Morrison and I recently completed a 3 month research project that looked at the role of culture in community. The results of our research were enlightening to say the least, and I wanted to share that with you here.
Throughout history, the counterculture has played a critical role in the adoption and proliferation of technology, primarily using new forms of technology as tools to change a collective conscience. Online communities have for many years, served a similar purpose. In today’s context, while the idea of online community continues to make its way into the popular domain, certain key elements of the counterculture still remain crucial to its creation and proliferation.
Countercultural capitalism is a part of the modern day reality. From music, clothing labels, shoes and coffee shops to online communities, we’ve made an industry out of the counterculture.
Image taken from internet. Source: http://www.live4ever.uk.com/wp-content/uploads/2010/02/rage.jpg
In our attempt to use technology as a means to change a collective conscience and bring about revolution, we gave birth to the Whole Earth Catalog, the Whole Earth Lectronic Link, communities like Reddit and online newspapers like the Huffington Post. They all went on to become huge successes. We got our message out.
A screenshot of a blog post on adbusters.org
“Selling out” is a paradox.
In the end, all that matters is the message.
Image from the internet: SOurce: http://www.forgetthebox.net/wp-content/uploads/2011/02/revolution.jpg
Done? Move on to the next. Quit your whining because this isn’t new.
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During a breakfast meeting a couple weeks ago, my buddy Sean Howard remarked on how he was drawn into the world of digital ethnography some years ago, when he first realized how much a person could tell about him by simply looking at his Facebook profile. This is probably true for most us who today spend a majority of our lives online. And unfortunately unlike Vegas, or Austin for that matter, whatever happens online doesn’t just stay online.
Yet, as marketers, we continue to look at consumer insight like it’s the holy grail. We continue to shell out surveys after surveys of boring questions simply because we’ve grown accustomed to ask and look for anything quantitative, and we refuse to look at what the internet gods gave us!
Source: The Internet
The power of observation is underestimated.
Ethnographers will swear by the insight one can gain by simply observing people, their activities, interests and social interactions. The same applies to the online world. Whether we like it or not, our activities online are governed predominantly by our need to build a certain identity for ourselves. An identity that eventually ends up determining where we live (online), what we choose to share and how and with whom we choose to interact. Unfortunately traditional forms of research cannot successfully unearth identity markers. That’s purely because we as human beings are not built to be perceptive (or honest) when it comes to our own selves. And when you ask a person why she does activity A versus B, in most cases, her answer will not represent reality.
So this is where digital ethnography fits in. It helps you unearth common cultural threads in an online audience and helps you understand identity, values, social interactions and brand attitudes. And while it does take experience and a certain skill set to be able to observe audiences in a given context, this isn’t something that organizations need to be afraid of trying.
Sean made a really good point during that breakfast conversation – that marketers have learned to accept the flaws in quantitative research but somehow when it comes to the qualitative world, they’re very wary. The tools exist and the knowledge certainly exists. It’s only a matter of time before more organizations learn the value of understanding culture and start engaging audiences with things that really matter to them.
Oh and please Detroit, not another one those “what do you think of this car?” YouTube videos!
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Identity is the single most critical factor governing our behaviour online.
Source: Flickr User: DaveBleasdale
In fact, identity is so important that we tend to consume, create and share content that allows us to build and then communicate that identity to the outside world. For example, I may identify myself as a bit of a punk, as someone who goes against the norms of popular culture. I may go nowhere without my converse shoes, even if I’m wearing a suit. I may live a modest lifestyle, practise yoga religiously and listen to rock n’ roll music. All these behavioural patterns give me an identity. And I will find ways to communicate that in the online space through the things I share – tweets, pictures, status updates on Facebook, blog posts, etc.
Identity is king. And organizations who’re looking to build highly engaged, self-sustaining communities of their own, need to understand this more than anyone else.
For organizations, I see three critical things to keep in mind before venturing into the online community space.
First, making sure you understand identity in the context of your brand. Ask yourself the question: If I were to build a community of my most passionate customers/prospects, what would they identify themselves as? Would there be a sense of belonging – to a common purpose, cause or role in society? When trying to answer these questions, you may realize that you probably don’t have a strong enough understanding of your own brand identity. And that’s fine. It just requires you to take a few steps back in the process and lay some groundwork.
Second, the identity you define must be broad enough to allow people to relate to it and also form sub-communities within. For example, Converse Shoes may have a community that brings together people who are heavily influenced by punk and DIY culture. Since this foundation is broad enough, it would provide enough room for people to congregate around certain areas of interest and form sub-communities within the overarching Converse community. So you might have groups of audiences converging around libertarian political sentiments and also have groups converging around more liberal attitudes. And while these may seem as quite distinct camps, they are all brought together by a broadly established set of shared beliefs and values.
Third, giving your community the ability to communicate identity to the outside world. We all enjoy being a part of communities. We enjoy standing out in a crowd and we enjoy having a sense of purpose. But the loop isn’t complete unless we inform others of our identities, of our beliefs. The easier you make communicating identity (typically in the form of content) to the external online world, the more your chances of continued success.
References:
A semiotic approach to online communities: Belonging, interest and identity in websites
Identity in Online Communities: Social Networking Sites
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Social technologies have transformed the fundamental way in which organizations interact with their audiences. They have given employees a voice (whether companies like it or not!) and have become an organizations’ gateway into understanding culture[1].
Additionally, Social technologies have also empowered audiences, who today are highly knowledgeable, have a strong voice, and are impervious to traditional marketing B.S. Unfortunately most organizations and most marketers do not understand this phenomenon. The net result — they fail to make real connections with real people.
Take the traditional focus group for example. In it’s simplest form, a focus group is a research method that’s typically used to understand a consumer’s reaction to a product/service. Focus groups are essentially after-the-fact testing grounds. They don’t really provide market researchers with any real insight into the needs of consumers. What’s more, they give marketers the ability to get away with ridiculous ideas and concepts. Remember the Arnell Group’s Tropicana Packaging debacle? This design was put through extensive focus group testing. Here’s an explanation they offered in regards to the carton’s design:
Historically, we always show the outside of the orange. What was fascinating was that we had never shown the product called the juice…the idea of course is to have a consistency between the purity of the juice, which is coming directly from the orange, the cap which you squeeze every day and of course the carton. – Peter Arnell
Tell me that doesn’t sound ludicrous! Here’s a link to an article that explains the design of Pepsi’s new logo. I think some of this is so over the top that even a television show like “The Office” is put to shame! For my Canadian readers, I want to include the example of a recent Niagara Tourism ad campaign that took cheap shots at the city of Toronto and then invited Torontonians to come visit. Again, focus group tested and certified!
Real research is about immersing ourselves in our audiences’ culture. It’s about spending time with consumers and understanding their world. That’s where ethnography steps in. Ethnography is about understanding needs before they exist. Fundamentally, it’s a form of qualitative research where data is gathered by observing audiences in their natural surroundings and conducting intuitive in-dept interviews.
So why are most organizations not adapting quickly enough? Well, for one, it requires a massive shift in organizational culture. Responsibility also goes to educational institutions, especially business schools, who haven’t really evolved either. At the end of the day, audiences have moved on and their expectations have changed. The next five years will see drastic changes in the way organizations engage with their audiences. It’s not a choice anymore. These are the ‘cluetrain‘ years.
[1] “The body of ideas, emotions and activities that make up the life of the consumer” (quote fromChief Culture Officer).
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McDonald’s seems to be trying to re-position itself. We can already begin to see changes in the menu (the addition of healthier items) and ads featuring what could only be imagined as cultured, urban, hip women getting together to eat a healthy meal at the restaurant.
But it won’t work.
Okay, I concede that they might end up selling some of the new items on the menu, but the company’s brand position will NOT CHANGE. Here’s why:
McDonald’s core consumers don’t really care
I like to think of McDonald’s consumers as consisting of 2 distinct groups. The first group is comprised of loyal customers who eat at the restaurant chain multiple times a week. McDonald’s doesn’t make it’s revenues because it sells healthy food. It makes money because it sells freakishly yummy food at a very reasonable price. The restaurant chain’s loyal customer doesn’t go there to eat oatmeal. Just sayin’.
The second group, I like to call the “gluttonous healthy urbans”. For this group, McDonald’s is all about the ability to indulge, once in a while. This group cares about eating healthy and lives a lifestyle where it’s not exactly considered “cool” to eat at McDonald’s…or meet someone there for a meal. So this whole visual of urban, professional women eating a comparatively (they do use dressing on that salad!) healthy meal at the restaurant doesn’t really work for me.
[Yes I know, kids make up a key segment for McDonald's but the purpose of this blog post isn't to talk segmentation.]
Here’s how McDonald’s should be approaching this
1. Conducting an ethnographic study of consumers at McDonald’s
The key to understanding the various personas (groups of people who share common characteristics/buying patters) is to totally immerse oneself in the sub-cultures of those who visit McDonald’s. It’s the only way to truly understand the motivations of different types of people who eat at the restaurant chain. Unfortunately, an anthropological study requires forward thinking marketing executives, patience and quality ethnographers (all of which are highly lacking in most companies today).
2. Using the results to develop programs, menu and ambiance changes that enhance the customer experience
Here’s a simple example: If McDonald’s understood that the only reason I visit the restaurant is to indulge and seek instant gratification, their menu would’ve included optional ingredients that could make my indulgence experience slightly healthier (and possibly make me want to visit the chain more often).
Similarly, knowing that Sunday morning “Egg McMuffins” are considered one of the best hangover remedies among party-goers might make the chain act differently and develop programs, campaigns and promotions that are culturally relevant.
You with me? How do you think we can make organizations understand the importance of cultural immersion? How can we make organizations more relevant and engaging to consumers?
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Our usage of social networks has evolved in the past couple years.
Aside from making use of social networks such as Facebook to keep in touch with friends and stay on top of events, users are increasingly becoming involved in “interest-driven networks” – networks who’s members are brought together due to a common interest or passion. Common examples of such networks include social platforms such as change.org and socialvibe.com and Facebook groups dedicated to certain causes.
Source: Flickr User: Dulk
The shift towards interest-driven networks has led to a gradual change in the makeup of peer groups on social networking sites such a Facebook [2]. That is, peer networks have started exhibiting common characteristics, similar to one’s friend network on Twitter – a platform where social connections are primarily built based on interest.
The gradual allocation of our “social networking time” into activities that are interest driven has brought about two very positive changes:
1. Its increased the number of “do-ers”
Since peer groups are becoming more interest-driven, users who’ve traditionally been action oriented are having a positive effect on their peer networks and as a result, are driving more users towards action. This is good news for communities looking to drive social change who’ve traditionally had problems getting people to donate, especially their time.
2. Its increased the number of “listeners”
Those who aren’t driven to action are getting influenced by peer groups to listen. In my own ethnographic research, I found a 40% increase in awareness of social and political issues primarily through information shared on Facebook.
The net result of this shift is very positive. Facebook has over 400 million active users. A community such as this has the power to change the world. The only barrier standing in the way is that of education and empowerment. This shift toward interest driven networks is helping break that barrier. In my personal opinion, we haven’t even witnessed 10% of the power of social networks, to drive social change.
References:
[1] Digital Youth Project – Living and Learning with new media.
[2] Digital Ethnographic study on 25 users between the ages of 19 and 32 between 2008 and 2010.
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Apologies for not blogging in the past fortnight. I must admit, I’ve been a little pre occupied with things. But I’m back. Heading to NXNEi on wednesday for my panel with Gordan Savicic, Kate Raynes-Goldie and Steven James May called “Web 2.0 Suicide“.
Also talking about “why a less private, open, social internet will save the world” at this weekends Privacy Camp in Toronto. It’s going to be a fantastic event and I hope to see you there as well.
Next blog post coming up later this week. I promise.
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Cyberpunk who?
The term ‘cyberpunk’ was born quite a while ago and came to be primarily used to describe computer geeks who were (and still are) typically characterized by a distrust in government, a libertarian attitude and a belief that the internet and information must remain open and free (amongst other things).
Cyberpunks rose to cultural prominence in the 90s with the breakout of punk, when the term took on the construct of teenage rebellion and over-night transformed the nerdy computer geek into a rock star.
While many believe that Cyberpunk culture died in 1994 thanks to excessive media exposure, I belong to the clan that believes that the Cyberpunk has evolved over the last 15 years and is still highly influential in swaying market adoption of technology products. Cyberpunks have however dissipated into a number of subcultural groups, although the overarching theme and vision remains the same.
Here’re some examples of the role Cyberpunks have played in the proliferation of products/services:
1. Illegal music downloaders – Adopted Napster and the first and second generation iPods. This played a big role in the widespread proliferation of both these products/services.
2. I.T geeks in universities trying to save the world from Y2K; Sitting in basements, staying up all night coding – Drank Red Bull. The rest is history.
3. Anarchists, situationists and burners took to Tribe.net in its early days. Tribe proliferated initially until it ran into some serious trouble due to excessive commercialization! Today, it continues to exist as a niche social networking site that caters to specific subcultures and has a very loyal user base.
So why bother about Cyberpunks?
It’s pretty simple. Cyberpunks have in the past been instrumental in the success of many products and services. As consumers, we are still influenced by Cyberpunks. Think of the last time you asked for a product recommendation from a buddy who you consider a tech-geek. Which brings me to the reason I decided to write this post.
Conclusion: From a market research standpoint, brands, specially technology brands, are not paying enough attention to the study of digital cultures. Unfortunately, Cyberpunks don’t walk around with labeled T-shirts. Finding and influencing them requires some critical skills in ethnography, intuition and common sense.
References
1. VirtualCampfire.org
2. The evolution of Cyberpunk, NY Times By NICK RAVO and ERIC NASH; Published: August 8, 1993
3. Image source: Flickr User: Extra Ketchup
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