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photo credit: art makes me smile (flickr) living in and adapting to a culture of exposure how it affects customers, our cl...
 
just the very visible  tip of the iceberg the quest for fame the cult of celebrity the embrace of exposure
flickr: miss_rogue flickr: jennybento flickr: mickipedia flickr: centrifuga*desaparecida A definition Culture of exposure:...
Fascinating multi-context conversations <ul><li>in-depth interviews </li></ul><ul><li>phone meetings </li></ul><ul><li>sma...
Situating exposure in history Leaving the cities  for the suburbs  to create the perfect nuclear home… The “Me” Era:  Indi...
Two worlds living side-by-side by: future15pic organic cultural fluency a more conscious engagement natives naturalized  c...
Four key groups make up this world Outsiders Fluents Explorers Dabblers
The Outsiders flickr: esthertase attitudes NO BENEFIT behaviors AVOIDANCE feelings SKEPTICISM
The Dabblers behaviors DABBLING attitudes INESSENTIAL feelings EXPOSED
The Explorers flickr: David Zellaby feelings CURIOSITY behaviors EXPERIMENTATION attitudes WORTHWHILE
The Fluents attitudes VITAL feelings OPEN behaviors INTEGRATED
 
 
Etiquette in the culture of exposure Don’t be a driveller:  Have conversations. Don’t be a shameless self-promoter:  Think...
The Brand,  Exposed Graphic: Good Magazine, December 2006
How can brands meaningfully enter the wheel of friendships?
The same rules apply Don’t be a driveller:  Have conversations. Don’t be a shameless self-promoter:  Think of the communit...
Learning to let go <ul><li>“ It’s not what you do; it’s what they do with what you do.” </li></ul><ul><li>- John Grant,  T...
How brands can take part Be agile and adaptive  – and true to yourself An open,  two way conversation Learning to let go I...
 
A community to affect change <ul><li>“ There is an entire army out here who is anxious to continue to push in the same dir...
flickr: dano implications for intimate qualitative methodologies • recruitment • engagement
Adapting qualitative  for this new culture <ul><li>Performance metaphor </li></ul><ul><li>Transparency builds trust </li><...
New avenues to explore with Fluents Screen for communication style Include their extensions Be conscious with video
The ultimate questions As brands, partners, researchers,  and consumers: do we choose feeling exposed – or embracing openn...
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The Culture Of Exposure Hall & Partners ESOMAR 2008

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How the prevalent use of new communication technologies have resulted in an environment of heightened viability, and how this cultural shift has implications not only for interpersonal communication, but also for brands and researchers interested in getting closer to these consumers and communities

Veröffentlicht in: Technologie, Business
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The Culture Of Exposure Hall & Partners ESOMAR 2008

  1. 1. photo credit: art makes me smile (flickr) living in and adapting to a culture of exposure how it affects customers, our clients, ourselves
  2. 3. just the very visible tip of the iceberg the quest for fame the cult of celebrity the embrace of exposure
  3. 4. flickr: miss_rogue flickr: jennybento flickr: mickipedia flickr: centrifuga*desaparecida A definition Culture of exposure: a field of interpersonal activity (including commerce) that is founded on sharing what has historically been considered personal or private with a wide swath of possibly unknown others
  4. 5. Fascinating multi-context conversations <ul><li>in-depth interviews </li></ul><ul><li>phone meetings </li></ul><ul><li>small group discussions </li></ul><ul><li>follow-up ethnography </li></ul><ul><li>continuing conversations digitally </li></ul>supplementary conversations with international partners meetings with clients : CMOs grappling with these issues personal team immersion in tools of exposure twitter facebook youtube… extensive secondary research academic, business press, blog general consumers range of ages and attitudes to exposure “ exposed” “ discreet” “ mainstream” + experts in blogging and reality TV
  5. 6. Situating exposure in history Leaving the cities for the suburbs to create the perfect nuclear home… The “Me” Era: Individualism and fortune-seeking Web 2.0 and the new “ digital intimacy”
  6. 7. Two worlds living side-by-side by: future15pic organic cultural fluency a more conscious engagement natives naturalized citizens
  7. 8. Four key groups make up this world Outsiders Fluents Explorers Dabblers
  8. 9. The Outsiders flickr: esthertase attitudes NO BENEFIT behaviors AVOIDANCE feelings SKEPTICISM
  9. 10. The Dabblers behaviors DABBLING attitudes INESSENTIAL feelings EXPOSED
  10. 11. The Explorers flickr: David Zellaby feelings CURIOSITY behaviors EXPERIMENTATION attitudes WORTHWHILE
  11. 12. The Fluents attitudes VITAL feelings OPEN behaviors INTEGRATED
  12. 15. Etiquette in the culture of exposure Don’t be a driveller: Have conversations. Don’t be a shameless self-promoter: Think of the community. Don’t be a stalker: Build relationships. Don’t be a faker: Tell the truth.
  13. 16. The Brand, Exposed Graphic: Good Magazine, December 2006
  14. 17. How can brands meaningfully enter the wheel of friendships?
  15. 18. The same rules apply Don’t be a driveller: Have conversations. Don’t be a shameless self-promoter: Think of the community. Don’t be a stalker: Build relationships. Don’t be a faker: Tell the truth.
  16. 19. Learning to let go <ul><li>“ It’s not what you do; it’s what they do with what you do.” </li></ul><ul><li>- John Grant, The New Marketing Manifesto </li></ul>
  17. 20. How brands can take part Be agile and adaptive – and true to yourself An open, two way conversation Learning to let go Invitation or introduction required
  18. 22. A community to affect change <ul><li>“ There is an entire army out here who is anxious to continue to push in the same direction - whatever he asks us to do, we will do… </li></ul><ul><li>“ And the beauty of the web-enabled infrastructure that he built is that it gives us all a way to be part of the conversation, both uploading our ideas and downloading from the Obama administration” </li></ul><ul><li> - Tony Loyd, an Obama team leader </li></ul>
  19. 23. flickr: dano implications for intimate qualitative methodologies • recruitment • engagement
  20. 24. Adapting qualitative for this new culture <ul><li>Performance metaphor </li></ul><ul><li>Transparency builds trust </li></ul><ul><li>Follow the influence trail </li></ul><ul><li>A relationship beyond a single research event </li></ul>
  21. 25. New avenues to explore with Fluents Screen for communication style Include their extensions Be conscious with video
  22. 26. The ultimate questions As brands, partners, researchers, and consumers: do we choose feeling exposed – or embracing openness? What creative heights emerge for us, our brands and businesses once we do embrace openness?

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