Cultural Change
Why we need social media
Jul 8th
Digital interaction is an interesting thing, isn’t it? Through Twitter, we have meaningful conversations with people we only know only online. Our Facebook accounts reconnect us with friendships we previously thought were lost to time. We carry our friends with us wherever we go and thrive on the capability for instant interactions. Some of us are reliving our past, while others of us are making business connections. In the process, many of us have broadened our definition of a “friend” to include those people we have just met and we share the most unremarkable parts of our lives as if these friends were “long lost,” rather than “newly made.”
We humans are social animals, of course. Most of us like engage with others so that we can have an understanding of where we fit into the fabric of our culture. Yet we Americans, in particular, are finding ourselves growing disconnected from those around us. We overwhelm ourselves with extracurricular activities to occupy our time, we work too much and relax too little, and we focus on getting “things” done, rather than experience doing “things.” Overall, we have lost the personal connections to the people in America who make our “stuff,” grow our food, or frankly, those who live next door. It is almost as if our individual desires for personal independence and self-reliance have eclipsed our need for social interaction. They have not, of course. Our requirements of social interactions are just different now from before.
Today, we try to balance our individual desires with our need for social interaction by leveraging digital technologies into the mix to help us maintain our personal connections in the lulls of our daily living. We all do it, but some of us do it better. It seems to me that each generation appears to connect and build relationships differently using technology. For example, I have observed that Millennials use social media as a way of extending their daily interactions with their friends. With their mobility restricted by expansive neighborhoods and overprotective parents while growing, they had no choice but to explore new online social technologies as a way to maintain their friendships. As a result, communicating by text, Facebook or MySpace is the same as a phone call or a face-to-face conversation. Social media, and the digital technologies that supports it, are fully integrated into the life of most Millennials.
Observations of Generation X show me that they rely heaviest on cell phones for social interaction, I suspect because most were in college when mobile phones became affordable for and adopted by the masses. Texting and social media tools appear to be time-consumers that this Generation has not yet fully embraced. Instead, they are practical about the use of social media, engaging with those pieces that benefit them most (such as using Twitter to build business relationships), disengaging when there is little personal gain.
Baby Boomers appear to function best using face-to-face, phone and email communications, but are rapidly adopting Facebook. I think, they can “see” their friends and feel engaged in those lives as if they lived next door. This closeness is important to Boomers, especially as they age, because it seems to provide Boomers true “social” opportunities in the context of their primary interests: connecting with old friends, sharing political news and views, discussing religion and exploring hobbies.
Each generation has found a way to make social media technologies relevant to their own lives, to give us opportunities to connect with others regularly, as we allow our culture to put increasing demands on our time. The ability for us to bend and mold social media tools to our individual needs, values, and expectations is what makes it work so well in building and re-building our valued connections.
We need social media tools to help us maintain our ability to be human in the face of the demands made on us by our culture, our peers, and ourselves. These tools are now such an essential part of how we function as individuals and who we are together as a community, that living without social media and supporting technologies is unthinkable.
It is clear to me that social media allows us to maintain some degree of sanity in our lives. Without these tools, we would give up what little socialization we do enjoy; and I am not so sure that would be good for our minds, or our souls.
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Digital is not a channel; it’s a life-connection tool.
Jun 8th
At the 2009 International Licensing Expo, I watched intently as people from all over the world walked up and down the aisles with their faces literally buried in their smart phones. There were hundreds of exhibitors, featuring some of the most exciting ideas and concepts in the Licensing Industry; yet, I’m sure many good opportunities were lost or simply overlooked because those exhibiting didn’t make an effort to connect with the lives of those attending. Most exhibitors simply were not in the “life stream” of the attendees.
I decided to try a little social media experiment at the Licensing Expo to see if we could get into the attendees life stream and create personal engagement. We advertised our presence on Twitter in print and on signs in the booth, we engaged followers of the Licensing Expo Twitter feed (#LX9) on the floor, and we brought a magician to the booth to create a different life experience on the show floor.
Were we successful?
Our Twitter follower numbers are up modestly since the advertisements began to appear, but the real success comes from the buzz we generated on the show floor. We tweeted multiple times a day, awarding prizes, sharing memorable visits and talking about our booth activities. The folks at the Licensing Expo and others took notice and retweeted. Many booth visitors said the tweets were the reason for stopping.
It seems that we were not only successful in getting into the life stream of attendees, but once we gained their attention we also did well to create a memorable experience (with our magician) when they engaged. This good memory we helped to create launched many deeper conversations about our brand and our opportunities. Although, had we not made good use of the moment when we captured their attention, attendees would have been off to the next thing.
Some have said this was a successful use of the digital channel, or perhaps savvy social media marketing. Maybe, although I no longer believe in marketing channel silos when it comes to building customer relationships (see my 2003 whitepaper, Customers are Channel Neutral for details). Customers effortlessly move between channels, so our old definitions are no longer truly relevant-except to say that the customer experience must be consistent regardless of when and where the customer connects. Today, marketers must subtly connect, be accepted in the life stream, and engage with passion so that it creates a memory for the customer. So, it was not the use of the social media that mattered in our experiment, rather it was the memory we helped to create. Social media and digital technologies are only tools to help spread the message. What is most important for marketers to remember is simply: great stories and memorable experiences spread quickly to build brands–the channel and the tools are irrelevant.
With people from all over the world attending, the Licensing Expo provided a microcosm of what is happening in our culture. Our personal and work lives are intertwined and we engage both regardless of our location. Life is no longer exclusively defined by what is happening in our physical presence. For many of us it resides in the palm of our hands and is illuminated by a tiny screen. As marketers, we must adapt to these changes without being intrusive or obnoxious if we are to keep our brands relevant.
As I see it, this ever-present digital and wireless connection to the world can no longer be called a “channel.” Digital technologies simply and effortlessly extend the connections in our lives; and life connections are not channel dependant.
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Social Media: This, too, will change.
May 29th
I have always been an early adopter of technology. I like change and I get a bit of an adrenaline rush working with and figuring out new tools and toys. Unfortunately, there are a good number of my friends and family who do not understand some of the newer social media enablers. Twitter cannot be explained to most of them and some flat-out refuse to use Facebook. Others, I am sad to say, carry a cell phone, but cannot manage to “Text.” These are the same people who could not believe I would carry a BlackBerry® and answer emails after working hours, yet they now do the same. Times, and people, do change.
The use of these electronic tools for conversation isn’t as really the time-waster they insist it is. Frankly, I prefer to think of these tools as “time-enablers” instead of a “time-wasters.” Having a BlackBerry®, for example, allows me to take my work with me wherever I go. Whether it’s soccer games, band or chorus concerts, or business trips, I can easily bridge the time between work, play and life most of the time. This means I probably work more hours than the average person does, but I work differently. I like the freedom. After all, it’s all “life,” isn’t it?
Facebook allows me to keep up with my kids and friends while traveling on business or otherwise away from the PC. Twitter opens the doors to ideas and conversations that I would never have if I only talked to the people in my every-day business dealings. For those of us with intense curiosity and a burning desire to continue to learn new things, Twitter is the source of unbelievable amounts of useful information, shared by people with similar passions—even for a skimmer of tweets like me.
In a 2003 blog entry, “The trouble with cell phones,” I shared that my friend Roger might have been on to something when he suggested, “…cell phones have replaced cigarettes as a nervous habit. People pull out their cell phones, call others when they feel bored or need to kill 5 minutes or so, and didn’t plan ahead with some reading material.” Today, this has been replaced with texting, email, Facebook and Twitter. Tomorrow, it will be something else. As someone commented recently, given the choice people would rather be doing something than doing nothing. Mobile technologies allow us to do something all of the time—productive or not.
Technology has obviously evolved since 2003 when cell phones were the primary source of mobile conversations. While we still use cell phones, we use them differently. We talk little and text often. Technology and our use of will constantly evolve and morph into the next generation of tools. Think about it: the “shared applications,” mainframe-thinking of the 70’s evolved into tools like Google Apps and cloud computing discussions; AOL’s IM chat communities of the 90’s and classmates.com have evolved into today’s Facebook; and ASP program models of the 2000’s have evolved into the Software as a Service (SaaS) program models of today. The technology changed, sure. But, it was the users of the technology who drove those changes.
Knowing all of these things, it’s hard for me to imagine that a few short years from now what we call “Social Media” and the technology that supports it, will not have undergone a major transformation for the better. It will do so because of the users. Users of these tools already desire a more streamlined ways to improve communications with others. I have to believe that users will demand better integration of these tools to make their lives easier through increased mobility. This will allow the conversations to continue and the relationships to build all day, every day. Will this mean stronger, better relationships? Maybe. Only time will tell.
I am certain of two things, though. One: Everything about technology and social media interaction will continue to evolve. For those of us who are early adopters, we gain great insights into how that evolution may occur. Two: My friends, who don’t understand Twitter today, won’t understand the next step in the evolution either. Unfortunately, they will find themselves farther and farther behind; not just with technology, but also in their social interactions with others as many of their friends more readily adopt the changing way we communicate as a culture.
By know, we all should realize that, “this, too, will change.” Technology evolves. Communication methods evolve. Yet, people do not really evolve as much as they adapt. Either they drive such change by adopting, engaging, and sharing or they simply adapt to such change reluctantly in fear of being passed by.
Which will you do?
Thanks to @heathervescent with whom I had a Twitter conversation about emerging technology, which was the spark for this blog post.
BlackBerry® is a registered trademark of Research In Motion Limited.
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The rise of a new “Hero”
May 9th
I just finished reading, The Fourth Turning
The Fourth Turning is a Crisis, a decisive era of secular upheaval, when the values of regime propel the replacement of the old civic order with a new one.
Strauss and Howe go on to say that each Turning has its own mood. During the Fourth Turning, they suggest that we will see families being strengthened, gender roles widening, ideals championed, and new institutions founded. We will become practical as a culture, our social priority will be building our community, and our greatest sense of need will be to fix the world beyond ourselves.
It sounds like the world we are living in now, doesn’t it?
If you are familiar with Strauss and Howe’s previous book, Generations: The History of America’s Future, 1584 to 2069
As the Millennials move into adulthood, they are merging their needs, values, and expectations into every detail of their lives. They need to feel that they are making a difference. They value consensus, relationships, and family. They hold the government, institutions, corporations, their peers, society, and themselves to higher standards than any other generation. Along the way, their idealism is resetting the expectations not just for their own generation, but also for all.
Organizations and corporations must take note of these changes because it is redefining the way success will be measured as it relates to the customer, member, or donor. Consider these points critical for the future survival of nearly every business and organization:
1. Be trustworthy in all your encounters. You have to earn the business.
2. Be transparent in all your actions. You must walk the talk.
3. Stand for something bigger than profits. Greed is no longer acceptable.
4. Make a difference in the world around you. You must care and show it.
5. Build meaningful relationships with your customers. People like to do business with those they like.
6. Ask for input from constituents and use what you are given. Collaboration and consensus means everything.
While these points could essentially be summed up into the Golden Rule, they are often lost in the business world. The Millennials are reminding us all that there is something larger than ourselves that needs tending. This is the attitude that must prevail in our businesses, our colleges, our communities, and our government.
If Millenials are successful in driving change in this Fourth Turning, our world will undoubtedly change for the better. And, they will have earned the label of Hero.
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People are talking. Are you listening?
Apr 28th
Hearing is a funny thing.
One can hear, but not be listening. One can listen, but not really hear what’s being said. Either way, the conversation goes on just the same. People are talking to you and about you, but you may not be making the connection that its “you” who is the topic of the conversation. Take it from a guy who has had the benefit of hearing impairment most of his adult life.
Those same conversations go on about organizations and brands every day. Everyone talks, but few organizations really listen. It seems to me that most organizations are “hearing or listening impaired,” and the older the organization the worse the problem. Granted, most organizations try to hear what is being said, but some are still using an old-fashioned hearing aid (ear trumpet). There are others who let their hearing aid batteries weaken, or worst of all, still others have removed their hearing aids because they don’t like what their hearing.
Don’t believe me? Do you work for any of these organizations?
The Ear Trumpets
Organizations listening to customers with the ear trumpet funnel many voices down a long tube where only the loudest are heard. In an organization, this is like sending all the calls to “customer service” or the “help desk.” The ear trumpet solution works poorly for the hearing impaired and even worse for organizations. Think about it: just because the organization is not hearing the softer voices doesn’t mean friends, neighbors, and competitors aren’t.
The Weak Batteries
Those organizations that operate on weak batter power for their hearing device miss critical elements of the conversation with their customers. The conversations continue, but the organization picks up only bits and pieces—like a conversation with your mom on a bad mobile phone connection. She keeps talking; unfortunately, you’ve dropped enough of what she is saying that don’t realize you’ve been offered a free trip to the Bahamas… and declined to go. The same thing happens with customers when an organization only hears parts of the conversation—good opportunities are lost.
The Not Listenings
The organization that removes its hearing device, or has decided not to buy one in the first place, does not want to participate in the conversation with its customers. It would rather yell at a customer and hope a few want what it’s selling, than open up a conversation with the customer about needs, values, and expectations. Who likes to be yelled at all the time? Not me, and I’ll bet not you. Aside from great products and exceptional service, all customers really want is to be heard.
Social media tools help level the playing field for organizations that are “hearing impaired.” It’s like having a pair of super-charged, digital hearing aids that help you amplify just those frequencies you need to hear. This ability to listen, hear and actively engage in conversations 24/7 allow your organization unbelievable opportunities to learn from your customers, correct your mistakes, and build a loyal following.
Now, turn on those hearing aids and engage in conversation. You’ll be surprised what you will learn when you start listening again.
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A radical’s approach to change and innovation
Apr 7th
Posted by 
Dave in Cultural Change
Most people think change in an organization means doing something different just for the sake of doing something different. They are wrong, of course, but their thinking is not unfounded. They’re just victims of “bad change initiatives.” Too many organizations try to drive change through elaborate processes and procedures, often structured by large consulting firms that never have to implement their own plans. Consequently, these firms rarely take the time to understand what is being done, let alone why it is being done. Their view is strategic, and often take the built on the goal to align the organization with a “best practice.” However, best practices need to be adapted for every organizational culture and this is almost never done. It’s no wonder, “The more things change, the more things stay the same,” becomes a popular mantra.
I could tell you everything in this post that a top tier consulting firm would tell you to do, including, “get top management support,” if you want to create a change initiative. I’m not going to do this not because it doesn’t work—sometimes it does. My experience is real change and innovation within an organization doesn’t begin at the top because those at this level only see the symptoms, not the cause. Change and innovation is tactical, not strategic. Those closest to the cause are the ones who can best overcome the challenges and begin the change necessary for innovation. Unfortunately, these folks often don’t feel empowered to do so.
So, let this serve as empowerment to the individual: Be radical. Change and innovation in the organization begins with you, the individual, right now. Today. Here’s how to get the ball rolling:
> Start with things you can control. It’s easier to start small and change the things that are within your control. Look around. There are many, many things that are in you do every day that could benefit from improvements. Make those improvements. This kind of change and innovation is infectious and will flow throughout your organization faster than you might imagine.
> Look for things to “blow up“. Approach everything with the mindset that it needs to fixed. This doesn’t mean it really needs fixing, or that you need to be the one to fix it, but it forces you to look for the flaws. When the flaws outnumber the benefits, destroy it. The hard reality is that sometimes the only way make change is to blow it up and start over from scratch. Don’t be afraid to push the red button when you need to do so. This is often the origin of true innovation.
> Stretch the chain. Every day you should stretch “the chain” (people, processes, technology, etc.) until you find the weak links. Break them, put the chain back together, and stretch again tomorrow. When you find you are unable to break a link, take a break and look back on your accomplishment. These successes will help you build your credibility as change agent. However, don’t forget to come back and stretch the chain again later. No link is failsafe for very long.
> Cross the cultural minefield. Every organization has some approaches or things that are sacred. Before you start, know if the change you are attempting is going to put you at odds with the culture. You should know the dangers going in, but it’s likely you will still need to trip a few mines, purposefully. Trip the mines when it is the right thing to do without regard to fallout, but know that you may sustain injuries. Tripping the mines and slaughtering sacred cows is a messy job.
> Grow a thick skin. If you really want to be a successful change agent, you cannot worry about making friends while driving change and innovation. This is not to say you have to be mean or insensitive. Most people just hate change, not you, and will not hesitate to share their feelings. Some may even try to retaliate with a little political sabotage. Don’t take it personally. You’ll know you’re on the right track when people begin to complain about what you’re doing. Be prepared for the fall-out.
Please know that this is an individual approach and not a “team approach” to driving innovation. I have never believed that teams are successful leading change or innovation. “Innovation team” seems like an oxymoron to me. Even team of radicals will fail if they are forced to work too closely together. In my experience, the most successful innovation happens when individuals are motivated to make things better. An organization’s success with change and innovation is rooted in the personal initiatives of individual radicals who desire to make a difference.
To innovate and change an organization, find the radicals who strive to make a difference. Then turn them loose to do what they do best—stir things up.
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Finding the edges
Jan 27th
Posted by Dave in Cultural Change
There’s a lot of disruption in the world.
I read today that more than 200,000 job cuts have been announced this month. Most announcements have been by big companies; we never hear about the smaller firms. In fact, many businesses have likely closed all together. We will not hear about those for a while.
These stories remind me of economic climate around the time of the dot-com bust. There was a lot of disruption then, too, but it led to great thinking and innovation in technology and in other sectors.
For those of us in the technology sector then, it was difficult time. Yet, those experiences changed technology. That disruption forced us out of our comfort zone and to the edges of our businesses where we discovered new opportunities to serve untapped markets. In some cases, we created markets where none had previously existed. We found things we never dreamt about or thought possible before someone “dropped the bomb,” forced us out, and made us look back on what had happened.
Without the dot-com disruption, we likely would not know about MP3 players, iPhones, social networks, blogs, or Twitter. Thanks to that disruption, technology makes it easier for us to keep in-touch, check our bank accounts from our mobile phones, and carry thousands of songs in our pocket.
I believe we need disruption in our lives, our businesses, and our worlds. We need to be forced outside of our comfort zone. We need to get to the edges, pull out the binoculars, and look at things a little differently. Like it or not, we need disruption to facilitate change and force us to the next level–whatever that may hold for us.
The good news is, we don’t have to wait for disruption from an external source. Scary as it may be we can create it ourselves; and, we probably should in this economy. Finding and getting to the edges may well be the only way our businesses will survive.
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