Tomi and I did not use the word Social Media in CDB, but we did describe a phenomenon that we called the 4C's
Commerce
Culture
Community
Connectivity
The once separate provinces of innovation, technology, economic activity, culture and communities are pulling together and converging into one another in increasingly intimate and more powerful combinations. Thus creating new opportunities for how we create and exchange information, knowledge, and culture. And in my mind this sits at the very heart of understanding the future we are living in todayBy mapping our marketing strategies with the 4C’s I believe we can develop a lasting value proposition that has a much greater chance of success.
So set the controls for the heart of the 4C’s
Briefly, connectivity provides companies for the very first time the opportunity to generate two-way flows of information, feedback and engagement. Connectivity, enables via a variety of paltforms to identify who are prolific connectors and social networks that could be key distribution points and sharing word of mouth messages. But connectivity alone is not enough, there must be good content (culture) and a population of interest (community). If this can be combined with a genuine business enterprise (Commerce). One is looking at a powerful business and marketing model.
This is the underpining of Social Media and how it will Change Your Business which Business Week wrote about last week
As Jan van Dijk wrote in The Network Society
Networks cause a comprehensive restructuring of society at large - they are breaking old models of organisation.
Indeed media and technology are not only enabling but they defining.
And CDB has always been more holistic in attempting to get its head around all media vs. just blogs. As the technologies are connected and continue to converge.
The connectivity levels that we witness today, and the with that the rise of networks are transforming the relationship between supply and demand.
The Business article gives some indication of what we mean
More than 16,000 BT employees work together on wikis, using the same technology as Wikipedia, the online encyclopedia that lets anyone post or edit entries. But instead of teaming up to edit an online encyclopedia, employees gather on them to write software, map cell-phone base stations, launch branding campaigns.Nearly every new project hatches a wiki. This is especially valuable in a global economy, where engineers in Asia can pick up a project as Europeans go to bed. The new groups that evolve on these wikis raze traditional hierarchies: An intern can amend the work of a senior engineer.
But there is also a philosophical element here which is about a new logic, a new language that helps others understand how to go about engaging, and building in a network society.
I can tell you there is still a great deal of resistance.
Every technological cycle has a Belle Epoque, and our mass media certainly had theirs.
The full deployment of the enormous wealth-creating potential brought forth by each technological revolution requires, each time, the establishment of an adequate socio-institutional framework. The exisiting framework, created to handle growth based on the previous set of technologies, is unsuited to the new one. Thus, in the first decades of installation of the new industries and infrasturctures, there is am increasing mis-match between techno-economic and soci-institutional spheres, as well as an internal decoupling of the economic system, between the old and new technologies. The process of re-establishing a good match and creating conditions both for recoupling and full deployment of the new potential is complex, protracted and socially painful
Writes Carlota Perez and who we quote in The End of the Belle Epoque
So we need to think about the logic and philosophy of:
Assembly
Value Creation
Innovation
Marketing
Media
Because...
IN the mass society the (mass) media were supposed to stand 'above' society, distributing information objectively and independently in the networked society, the mass and interactive media are embedded in society.
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