This is not one of my typical blog post, it is simply a reflection on video I watched just as I was about to turn off my computer and head home! I am a big fan of TED, and today I watched a video by Clay Shirky about “How social media can make history“. The video itself was very inspiring, but I hung onto Clay’s final words “the former audience are now increasingly full participants” … can you grasp the importance of this statement – allow me to express my awe … WOW!
Ok now let’s try to break this down by explaining what might seem as trivial English vocab but certainly revolutionary when it comes to defining the new marketing principle of today’s world.
The audience, as defined by thefreedictionary.com, are the spectators or listeners assembled at a performance. Whereas, the participants are those that participate, share, or takes part in something.
In other words, we have moved from a passive receiver to and active communicator – can you tell how revolutionary this simple concept it. Can you, as a marketer, understand how the ball game has changed?
As marketers, we have studied terms like addressable audience or target audience. That might have applied 20 years ago, but not today. We have to strikeout the word audience and replace it by the word participants. We’re not broadcasting a message anymore, we are engaging in a conversation instead.
The Internet, more specifically Social Media networking, has shifted the controls to hands of the participants. I can’t help but picture a scene out of the Greek mythology, whereby the mortals (previously known as the audience) revolt against the gods (also known as the professionals) – this would be the internal message broadcasted in Mount Olympus, “Uh Zeus … (cough) … we might have a problem … oh and by the way, I quit” – well that might have sounded funnier in my head, but I’m sure you catch my drift. We can longer play the roles of gods and just expect the mortals to obey; we actually have to listen to what they have to say now … bummer, now I have to learn how to think like a mortal!
Kidding aside, I hope you can see how important this change is to any business. We need to get off our big fancy chairs and get our hands dirty. Think About It!
WOW, of course wow. I am amazed how simple facts and claims become food for… revolutionary approach. and it’s done at the speed of light,
thanks for sharing John
It truly is revolutionary Selim – in many ways it redefines the meaning marketing relationship all together … and it’s happening all around us, and whoever is not doing it, will soon be overpowered (like the Greek gods in my post)!
John,
Interesting observation on how our roles due to the Internet, social media including such platforms as Web 2.0/3.0 etc. have made us more engaging in our viral conversations. On the flip side it has also made us lazy on some levels being too dependent on social media and forgetting about face-to-face communications or even phone convos.
True because of this paradigm shift, we are connecting more with our interactions, some folks haven’t totally changed their mindset of how they network, do business etc. and still playing by the old rules.
Thanks for your thought provoking post.
Liz Isaacs
http://lotuswritingcommunications.net
http://lotuswritingcommunications.wordpress.com
well Liz you made two very important observations yourself:
1) the fact that people are neglecting face-to-face communication and focusing purely on Social Media interaction – i think that defeats the purpose of Social Media – it is part of a tool box that is based on human relations first and far most – simply jumping on board the Social Media bus and forgetting the marketing basics is a recipe for disaster – ironically, they will end up blaming it on the failure of social media, rather than the failure to manage!
2) Old Rules – well, i’m not sure those have changed, as i said earlier, the basics of marketing preach engagement – i think what has changed are the tools, and the empowerment led on by these tools!
thanks for sharing your thoughts Liz!
This is a really difficult transition. PR and Marketing pros are getting bashed by their former audiences, and (the worst part) not knowing how to handle it. It is more than the consumer not buying when told “buy” from on high. The “participants” are defining the brand, not the marketer or PR pro. This is a big transition: Your brand isn’t what you say, it’s what is said about you.
Totally agree, John. With the emergence of the social web, consumers now feel as if they are part of their favorite brands (and they are right). Heck, even celebrities are accessible now. The playing field has been leveled, and former audience members are now part of the show. Nice work.
Great replies John, Kate and Ryan. It will be interesting to see how consumers continue to make the transition while not losing their humanness.
Cheers,
Liz Isaacs
liz@lotuswritingcommunications.net
812.336.1645
http://lotuswritingcommunications.net
http://lotuswritingcommunications.wordpress.com