A Revolution or a medium or a channel
Internet is not an average, there is a language and not much else. But it's also all these together. It 'a revolution with profound dimension: social, cultural, psychological and anthropological. And economic. We live on the threshold of a paradigm shift is very deep, where the world's attention turns increasingly to the network. For better or for worse. Because even the strong conservatism puntanto on technological change are in place. In fact the only technological dimension can not explain this huge change in act, but still far from over.
Basically the main actor of this revolution in Web 2.0 is a must, but not conclusive, is a us. A community unordered coordinated but that does not relate to the mass as in the television age scenarios, but to a set of nodes, singolirità, groups, which relate together to exchange and share experiences and creativity. Of course, the economy
is involved in this phenomenon, the term is strongly sharing statement. We fund startup , I bet on it ideas, we reason on the viability of online business. It follows that the marketing is extremely renewed its section on social media, but also in the more traditional. In my opinion, however, the economic implication is not as innovative as some indications seem to represent the spirit of the new economy they have been a demonstration. By the end of the previous century came out of the dicontomia capitalism-socialism, even if we are witnessing a phenomenon of return of some of the ideas of communalism , accelerated their spread in the great financial crisis. But most companies still think in view capital in the most classic of the period . Despite the openness to innovation, which is not the quality and validity of the processes of production and sustainability, but rather the tools that increase the rate of profit, rather than legitimate aspiration still seems locked in antinomy.
One way obliged
Yet the road is marked mandatory. Marketing has realized first of all that the user has changed, much to abandon, at least in public, the term consumer. It is not pure nominalism. People are more careful and especially want to be an active part in the process of identity construction company and the products themselves. If it is true that companies are moving to the UGC and social world, earlier this crowd will claim a fundamental right: its sustainability. It is not just a question of remuneration of creative work, but to reconcile the brand, its awareness and equity, the online reputation with users' expectations. Do not just develop CRM able to communicate better, but respond to specific needs, quality standards and corporate social responsibility. There will be strong resistance, but users are increasingly demanding participation in the processes of choice. Do not just write Experiences user, but you will have to go further. The process of building a brand will become bottom up, must come from below. The consequences will be heavy. And also the resistance. But think of a thing, if people trust the opinions of bloggers and the council for purchasing decisions, what will happen when the whole building a business, not in the economic and finance at once, but identity will be implemented from the bottom?
This is a key step: from storytelling marketing, the use of the experiences of users, go to ' UNC Brand Marketing. The N is the fundamental change now covers a vanguard consisting of leaders and early adopters, which is now in possession of the codes of narrative, especially social and audiovisual. So User Content Narrowcoder . They will be the new players not only the network but the process of building brands. If the bloggers were the first generation of Narrowcoder, now puts forward a proposal much more important.
Narrowmarketing
We start from a premise, for some acquired, others still reasonable and the rest almost sacrilegious: we are the platforms we're the social media, we are the conversations . If for one day, but also one now none of the 500 million users publish and share it neither a link nor a story about Facebook, or Twitter, what would happen? The biggest strike ever lead companies to understand something fundamental: we are willing to give up the graphics, the games, but not to participate.
The discipline that deals with this process of brand building from the bottom you can call narrowmarketing . The story, as old as the world once again becomes central. Why in this process we need a common language that can convey the knowledge and practice, which can stimulate the psycho-social dynamics that will open. There are already examples like this, I think of what the new Fiat 500, or what Starbucks does with its users. But you have a next step. Summarize any trends in personalization and considivisione then convey knowledge in common. They become practical knowledge for all and that in a wiki are consolidated and improved. This openness is not the death of capital, perhaps it is just the beginning of an antidote to economic fluctuations and financial crises, especially requires a shift of control by those holding the capital to users. But because those who have the resources in hand should be open? Today, the brand invested with responsibility that did not previously have, are seen as a new function within the social body. The crisis of the post 900 has left the ruins of the old agencies of socialization, a place that, willy-nilly, for better or for worse, was taken from the brand. Just think of Lovemarks. If the marks are so invested in relationships, processes and sensitivity, it follows that they have passed the stage of representation of a production cycle. Brands are the users, even though companies can claim their rights. The case of Nestle communication is a prime example. The actions of the boycott, which followed the closure of communication of the multinational food, after to accusations of exploitation and unethical way of African territory, have brought a decline in turnover of almost two percentage points. Who can permettarselo today? None. The brand will survive if you become open identity, identity subsidiaries.
Open Bran Brand or Join
The Open Brand or Brand Participate are another frontier, a revolution that will bring the network to a next step. A process that will not only as users of social media profiles, but also the protagonists of the economy. It will be a gradual process, but also those who decide to open can not go back, otherwise, not exclusion. Of course you make mistakes, but if they are shared, understood and will be corrected. Those who do not participate in this innovation process could even be out of the game. The story of the brand will become the common heritage and not only in the hands of boards of directors, which could lead to the development of new forms of ownership, but they are still scenarios where I'd rather not venture. What we know today, however, is that respect, ethics and transparency will be the drivers of future development, especially in the economy. Must grow a new awareness by users, which do not remain liabilities, which include their potential. Companies must also understand the transition in progress and establish a relationship of dialogue, sharing of decision-making with their users. As we begin a process garduale even now, at this very moment. Let me give an example. The Wikileaks case has exploded, Paypal decided to freeze the account for the receipt of the funds that support the Wikileaks site, Amazon has also decided to obscure the site. Now let's say I'm un'influecer community and announced that henceforth will close my Paypal account and I will call an operator that supports the principles which advocates also Wikileaks. From my blog and my party's social news. But not enough for me. I decide to do a campaign with few resources but creates viral. The launch on the blog, FB, Twitter and YouTube. The campaign spreads and soon the world gathering ten thousand people, you know that we can achieve much more. We are 10,000 people on average are about € 100 transactions per year on their Paypal account, but it could be a player of the technology industry, a telco, or a supplier of energy, then the expense would be much higher. We're at least up to 1.000.000 €. In your opinion, what will it take another company that actually has empathy with the times of ethics, transparency and freedom of the net, contact me and tell me: "Ok, come with us? We are so moved from a practice hostile to the boycott as a system in which power group hires a proposal to another player. This is a first step of the Open Brand Brand or Bottom-up, the ability of users to not only influence the processes of consumption, but to build new economic identity.
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