Your participation is required (no duh!)

14 01 2009

In the last few weeks, we’ve discussed the roots of and early influencers of web 2.0 and customer relations (the re-birth of Trust 2.0 , the village Not-So-Fool,  Napster, Gen y…).  More and more, Health 2.0 and Enterprise 2.0 are taking the stage….. the 2.0 juice is everywhere, are you sick of it yet?

If you’re sick of it – You’re certainly experiencing a culture gap :).  If you’re excited about it, that’s probably the right feeling. It starts to get crunchy when you can claim and act as you are embracing it. Every segment of your company’s value chain should start thinking 2.0 collaboration. As the economy drops, it is essential that more brands engage in conversation.

The economy may be tanking but that’s not the case with all that is 2.0. Let’s talk about growth for a moment: Twitter 343% (users) and grew by 752%  in traffic in 08′, Ning 251% (users), Linkedin 193% (users) (the state of the Economy helping), Facebook 116%.  When was the last time you saw figures like that?? Staggering, isn’t it?

Now all those “sick and tired of this web 2.0 malarkey” would have you believe that this is all just a fad. A wild management fashion that will blow over by the time Spring comes. Just something to keep those geeks and young’uns occupied when they should be doing some “real work”. Right. Call me silly, but I see several major cultural and behavioral shifts here (feel free to add more):

– Numero Uno: This growth is conversation based.  Robots have no place in the hive and the communities are watching. Communities value quality, authenticity and collaboration. Sounds trivial doesn’t it? There you go, arguing that that flashing your sensory advertising 7 times in front of someone’ eyeballs may do the job. Forget that.  It’s just part of the noise.  As a product manager, a brand marketer or simply an employee, your online attitude and your ability to converse are making or breaking your business model.  The economy is just magnifying any cracks already there. Your products, your sales tactics and PR in general can only stay alive if you’re engaging with your consumers. No, it’s not only your engineering team’s job to do so… if you think so, you’ll fail.  Someone somewhere is  conversing about the features or service add-ons they’d like to see.

– Numero Dos: This growth is participation based. Your product, your brand (personal and company), your PR, and your support operations have to be able to engage and sustain conversations if you want to stay relevant. Relevancy has 2 axes:

– your current customers and prospects (do you empower them through conversations? are they getting your brand experiences for the same price they bought you product or services?). Are you in conversation with them before and after they bought your product? Like a good Chef, does your brand walk around Twitter or Facebook and see if what you cooked went beyond expectations?

– and Google of all places 🙂 Your brand digital footprint is constantly analyzed by search engines to create rankings.  Engaging in the conversation is cheaper and more effective than hiring any gizmo PR firm.

I’ve  seen a lot of debate on Chris Brogan’s blog lately about lead generation methods. Guess what, the most viral of us are spreading the word faster than ever before. I knew of the DIA air plane crash before any news coverage, I knew about the earthquake in Thailand and that my friend Neil just bought his new iPhone before he called and told me. Yes, your traditional communication methods are still relevant but engaging in conversation is required. Social networks and social media are not just for kiddos anymore – those of us 25 years of age + are the fastest growing segment on most networks.

So here’s your case for change:

– Your social media engagement should empower your users, especially if you are developing software or any collaborative tools. Sounds trivial, yes, now go listen to the blogosphere or the twitterverse and judge for yourself.

Brand monitoring should be like breathing – people are already talking about you, now listen and engage where necessary. I am always pleased to see brands replying to me when I comments about their product on Twitter or else

– If customers come back, great – if they speak about you on yelp.com, facebook or twitter… it’s better, their friends are listening.

Good blogging is the mothership of social media – it’s like going to a networking event– you’re putting yourself out there.  You may be anxious at first but there are no robots in this room, just human beings, style gets you only so far. Substance rules.

It all sounds very much like a village right?  People using technology have created more human avenues for connection than ever before.

Finally, if you think you don’t have the budget for this, your current marketing budget mix is wrong. Just because you’ve done marketing this way for 10 years doesn’t mean you’re right, that it’s working or that people are not immune to your message. It isn’t. And they probably are.

Let’s go man! It’s exciting.

Yann

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What’s the old Napster got to do with the new PR?

6 01 2009

As 2009 dawns here at Extanz we have been reflecting on  some of the simultaneously insightful and frustrating conversations we have had with folks recently around the notion of PR 2.0 and what counts as “success” in such a field. Now, we know we say we do PR 2.0 and the term sits heavily with us. We use the term because it is something that people can “hold onto” and has some meaning, but like all language, it traps us in a game (as Nietzsche would argue) and it is this game that has become increasingly frustrating to us. You could argue that our view on PR is colored by our politics. You could argue it is colored by our international backgrounds. Even our language differences. But it really comes down to some very simple terms — “public” and “relations”. These terms beg the questions, we would argue, of 1)  “who is your public?” and 2) what kind of “relations” do you want to have with them? We’ve implicitly discussed these philosophical underpinnings of Extanz’ work before in our posts on Trust 2.0 and The Medium is the Message, but we thought we try and spell it out here. See what you think.

First of all, hands up all those who remember Napster? How about KaZaa? Come on now, you don’t have to be nervous…. how many of you participated in P2P activities way before it was gentrified and still considered a somewhat edgy act akin to, dare we say it, hacking? How many of us believed ‘information just wants to be free’? How many of us still do?

Back in the radical early days of Napster, I was lucky enough to be around some super smart media  and cultural studies people and we wrote a paper on just what it was about Napster that made authorities’ blood boil and music lovers rejoice. Napster and its P2P friends, peers and offspring reminded us that systems of enclosure such as copyright, patents, and property deeds are artificial creations, the tools of the powerful to become more powerful; weapons of exclusivity, designed to keep their users in “in their place” in an artificial order of things; instruments of selfish wealth creation for some individuals. Now, one of the reasons Napster and KaZaa and the like were so popular was because we all knew we were being sold 2 good tracks on a CD for the price of 10 and there was nothing we thought we could do about it until we realized that if we just set those tracks we liked free, or if our friends had them and we traded them for others, then everyone could win. And win we did. Heck, even the bands cut out the middle people which made them, well you know, discontent. And then vengeful.

Around the same time, I was torturing myself over my ‘original contribution’ to academic knowledge as I toiled through my PhD program (with those smart types I was mentioning earlier). Frozen like a deer in the headlights, I was whining to one of my mentors one day about my desperation of not finding my unique contribution when she reminded me that, “there is no such thing as an original idea. There are only original combinations and articulations.” That’s academic speak for what we know now as, ‘the mashup rules; and the more creative the mash, the better it is’.

What’s the old Napster got to do with the new PR? Everything. Napster then and now serves us a reminder of the true power of the Web (it is called a web for a reason, folks). It reminded us of its original conception, its unique brilliance– its power to connect and create mutually beneficial relationships with others. At the same time that Napster ruled as a radical force and disruptive technology, we both had the honor of working for a data storage company. While sadly unaware of what would come to pass in its industry, the company had a slogan at the time —  “information made powerful”.  Napster was information made powerful. Facebook is information made powerful. Web 2.0 is information made powerful. Napster ushered in the age of the bricoleur; the artist who weaves different forms, different objects and different ideas together to create something new and useful to share with others. PR 2.0 is about the bricoleur; the individual who creates relationships between people, objects and ideas.

The new PR is not the PR of our parents’ generation. It is the PR of the Napster Generation. The Millenials. Gen Y. Gen disrupting the workforce. Gen ADHD. In the eyes of Extanz, PR 2.0, the new PR, is conversations made powerful. People made powerful. Participation made powerful. Relationships made powerful. As the Zen Buddhist Teacher Shunryu Suzuki, in Zen Mind, Beginner’s Mind states, “when you forget all your dualistic ideas, everything becomes your teacher, and everything can be the object of worship.” (p.44). PR 2.0 Extanz-style.

With thanks to Today is a good day  ,  jm3and of course Napster, for their inspiration!

Welcome to the brave new world — ready to share?

Kirsti