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Auto Workers at A Ford Plant . . .By 1927 Ford shifted its final assembly line from Highland Park to the Rouge. The Rouge complex included virtually every element needed to produce a car.Today River Rouge turns out a car every few seconds.
Even more present than technology, are people.They activities in their natural and inspired states can tell us a lot about where there interests lie and how effective we are as marketers.We’ve already seen the impact personal recommendations, word of mouth and personal search play in influencing people.Therefore, converting inactive or unengaged into active and engaged brand advocates within your network is the name of the game for brands in the social web space.Do you know who those people are within your network?
How those technographics stack up as of 2008 when compared to 2007 across 11 countries (including Canada)
Where people are getting their information from online.Over 60% of young consumers use social networking sites at least weekly, and about 40% check their networks every day. 22% of adults read blogs at least monthly, and 19% of adults surveyed are members of a social media site. Customer ratings and reviews was the most popular online activity, with about 40% of survey participants utilizing sites such as Amazon to read the thoughts and opinions of peers before making a purchase.
The net: Go where the people are while they’re going there.Specific specialties aren’t so much required as an awareness of what the current leading platforms are and how they stack up against your target audience profileDo you need to know them all? Of course not. But familiarity with the more popular ones is recommended.In the end, the specific media will continue to evolve, don’t get caught up in the moment, stay with the flocking habits and monitor the trends.
Detroit's initial growth, in the 1820's and 1830's, came from its economic base in flour milling. There also developed there, in addition to the establishments serving the local consumer market, workshops for repairing and supplying goods and equipment used in the flour industry. These included shipyards. By the 1840's Detroit shipyards were not only building and repairing ships for the Great Lakes trade but also building ocean-going cargo ships. Detroit shipyards were among the first in the world to build steam ships (and engines). It also supported businesses supplying metal.The most important parts of the metal trade for Detroit were the refiners and smelters for local copper ores. This industry grew beyond supplying the Detroit market and became an export industry. Between 1860 and 1880 copper and copper alloys were Detroit's largest export industry. Around 1880 the local deposits of copper ore were used up. The robust, local marine engine and coach-building manufacturing capabilities made it an ideal location for the burgeoning automobile industry. Entrepreneurial automakers (such as Henry Ford and Ransom E. Olds) were able to put together their first models using readily available resources and supplies.
What we learn from a brief review of Michigan history is that the question isn’t whether a group can change. Change happens regardless.The question is whether we can adapt successfully to that change.We are the variable (our response and the results).If we’re talking about revitalizing anything (a region or an industry), it starts with the people who inhabit that space.If we want things to get better, we have to be better. And in this case, better means “more prepared for what’s next”Our discussion this morning will focus on one area of significant change: The Social Web and it’s impact on the Marketing industry
The Social Web is a the modern day digital equivalent to existing social interaction and word-of-mouth promotion.It merely facilitates a faster response time and broader reach.When we look closer, the concept of “social” communication is nothing new. The only thing that’s truly new are the modern-day digital conveyances.
The Social Web is a construct. A way of communicating and interacting independent of a single motive.It is platform agnostic and cannot be defined by the limit of one tool, rather it is a method of interaction across many integrated and digital mediums.
Social Web is more than the sum of it’s partsThese things are “media”.When people say “Social Media” the focus is often on the media. This view is too limiting and misses the point.So for the next few moments, we’re going to create a picture of this space divorced of the tactical association with the tools themselves.Media changes. The “social” imperative does not.How many people remember Myspace? Friendster? ICQ? How many still use any of these?We must be cautious of being too of-the-moment and miss the larger opportunity.That’s not to say that the media is not important to be familiar with, but it is tactical in nature.
The era of social relationships: Beginning in the mid-1990s, people signed up for online profiles and connected with their friends to share information.The era of social functionality: As it exists today, social networking is more than just a platform for \"friending,\" but one that can support a broader array of what Owyang calls \"social interactive applications.\" However, identities are essentially disconnected silos within individual sites.The era of social colonization: By late 2009, technologies such as OpenID and Facebook Connect will begin to break down the barriers of social networks and allow individuals to integrate their social connections as part of their online experience, blurring the lines between networks and traditional sites.The era of social context: In 2010, sites will begin to recognize personal identities and social relationships to deliver customized online experiences. Social networks will become the \"base of operation for everyone's online experiences.”The era of social commerce: In approximately two years, social networks will be more powerful than corporate Web sites and CRM systems, as individual identities and relationships are built on this platform. Brands will serve community interests and grow based on community advocacy as users continue to drive innovation in this direction.
All that said, the most marked trends will be in the continually evolving way people use the tools.The diagram showing the results from a survey on what were the most “trusted” information news sources.The takeaway here is that it wasn’t the corporate or professional news sources.We live in a world where people’s tastes are evolving away from the old and established brands to something more grass roots and personal.Do we recognize that trend? Are we prepared to adjust where necessary?
To be truly effective you have to know “who” you’re talking to.Having clear goals and understanding your target audience’s desires can make your engagement efforts more effective.It’s not about tools, it’s about people.
The New Productivity MICHIGAN IN
THE 19TH CENTURY: THE EVOLUTION OF AN ECONOMY 1. 1820 – 1830: Flour milling & related supply and repair industries 2. 1840’s: Robust ship-building industry 3. 1860 – 1880: Major export of copper ore 4. End of 19th century saw the introduction the automobile
The New Productivity IF CHANGE
IS A CONSTANT, THEN ADAPTABILITY IS A VARIABLE. 1. Are we familiar with the tools and monitoring the trends? 2. Are we making good use of the resources around us? 3. Are we seeking the necessary training to stay current? 4. Are we aware of and prepared for changes in our industry?
The New Productivity 1A. FAMILIARITY
WITH THE TOOLS & TRENDS THE SOCIAL WEB IS THE “NEW BLACK?” “To me there is an important difference between Social Media as a concept and Social Media tools … tools that can be leveraged to effectively communicate with various publics.” —Richie Escovedo
The New Productivity FORECASTING: THE
FIVE ERAS OF THE SOCIAL WEB 1. Era of Social Relationships: People connect to others and share 2. Era of Social Functionality: Social networks become like operating system 3. Era of Social Colonization: Every experience can now be social 4. Era of Social Context: Personalized and accurate content 5. Era of Social Commerce: Communities define future products and services COURTESY OF FORRESTER RESEARCH
The New Productivity 2. UTILIZING
THE AVAILABLE RESOURCES YOU TALKIN’ TO ME? “Companies often approach Social Computing as a list of technologies to be deployed as needed … [better] is to start with your target audience and determine what kind of relationship you want to build with them.” —Groundswell
The New Productivity 3. STAYING
CURRENT RECOMMENDED READING Books: • CluetrainManifesto. Rick Levine, Christopher Locke, Doc Searls, and David Weinberger • Groundswell. Charlene Li, Josh Bernoff • Meatball Sunday. Seth Godin • Blink: The power of thinking without thinking. MalcomGladwell • New Influencers: A marketer’s guide to the new social media. Paul Gillin PR Blogers: • VeryOfficialBlog.comShannon Paul • BrianSolis.comBrian Solis • TheHarteofMarketing.comBeth Harte • SuccessfulBlog.com Liz Straus Local Detroit Blogers: • TheWayoftheMurr.comDavid Murray • ShaunaNicholson.com Shauna Nicholson • Blog.VoicesofDetroit.comDave Benjamin & • CharlieCurve.com Charlie Curve • KenBurbary.comKen Burbary
The New Productivity 4. PREPARE
FOR CHANGE ALWAYS BE ADAPTING “The best thing we can do is listen — not so we can all go out and repeat the exact same steps — but so we can extract and integrate the stuff that will work for us and ultimately let it go when it doesn’t [work] anymore.” —Shannon Paul