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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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.
Marketing Commentary by .
There’s a revolution brewing in the digital world today. Most of us know it in the back of our minds, but we choose to ignore it. Some of us choose to blog about it.
First, some background information. In case you haven’t already heard, Facebook’s got “Presence” [physical objects, when attached with RFID tags, can be transformed...into digital objects] and StickyBits has…well, StickyBits.
Now lets talk about this revolution shall we.
The ‘digital universe’ is changing. Not only are almost all types of media becoming social, but physical objects are also gradually beginning to move into the social realm. You can already add meta data to almost any physical object and transpose it into the digital world. Going forward, you will be able to not only add on layers of information to physical objects, but also use those layers to interact with others.
The end result of this digital revolution will be that items with meta data, items that are social, will end up carrying more value. A used book with the thoughts of the previous reader will be considered more valuable as it will bring together numerous readers who share a common interest in that particular book/topic.
As used and recycled physical objects become more valuable than new ones, there will be a largely positive effect on sustainability! This revolution will be priceless to this planet. Ultimately, this movement will change the way organizations fundamentally do business.
Now that I’ve said what I had to, I want to hear your thoughts on the matter. What do you think? How far are we from such a revolution? Should we already be thinking of newer business models that fit/support such a future?
Marketing Commentary by .
Last night I attended a great event on Day 1 of Social Media Week here in Toronto. There was some great conversation, quite animated at times. What I found really surprising however, was the number of people at the event who still didn’t believe that social media’s impact was measurable. I personally don’t understand why people are still so uncomfortable about measuring social media. Just look at traditional forms of media such as television. How would you measure impact? Through GRPs, TRPs or impressions? How would you measure the impact of an OOH campaign? Impressions again? How do you think thats calculated?
When you really think about it, Social Media can actually let you track your prospects movement right from the time they happen to consume your content to the time they enter and complete your sales pipeline. Social Media conversions are actual conversions, not estimates. When someone says my digital campaign had an ROI of x%, its actually quite close to the real number. So, I ask you again, is it really about measurement or is it just a matter of having an open mind and giving something a try?!
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