Social Objects for Business Development
Monday, January 21st, 2008Some musings….on Networking and technology…..
I received a link to an academic “paper” written about networks by a group of keen MBA students. Intellectualising what is currently happening and really giving me zero insight into what I might do next with my networks…. but here’s the link if you want to read it yourself.
Lloyd has been thinking about tagging on photos and whether this can be both good and bad. And why it links neatly into social objects and how they get used online.
And while working with a client this week, I wrote a summary about social objects (and I was at the NMK conference where Jyri mentioned them and have been reading Hugh on the subject regularly since).
I was thinking a bit on the theory of WHY digital customer engagement is becoming so compelling and HOW data connects brands to potential consumers in both B2B and B2C.
Social Objects are a useful means of creating lasting customer engagement on websites and other digital media.
Background on Social objects from Jyri Engstrom (who I heard talk about it at NMK) The slides are at the bottom of the page and here’s a video.
This blends sociology theory with the real stuff happening on the web today. It explains why we find social media sites compelling and keep returning to them. This takes on from the CRM ideas of Don Peppers and Martha Rogers who, when discussing how to Interact with customers, recommend allowing the customer to dictate how and when they want to communicate with you and the medium for that communication. On social media sites this is the starting point for the ‘conversation’. [I prefer the word conversation to interact - which is rather sterile and sound pre-planned or managed]. And the key difference between social media and CRM is that the brand DOES NOT control the conversation - but it may participate, initiate and guide. Just like a trusted friend or adviser.
And so what are the ‘verbs’ that can apply to your website? How can it be a place for customers to return and visit frequently?
Hugh McLeod has worked hard to continue to promote Jyri’s ideas. He has developed his own ideas on what are social objects and the link is a list of great suggestions. And an application of a social object to blogging.
For this site, I hope that the social object is “Learning about business development”.
Commentary on what makes a social object in a marketing context (there’s a lot here… so read it last).
If there is enough interest, I’d be keen to have a pub drink and chat session to discuss Social Objects for biz dev folk…. let me know if you want to come along.
More anon.
