I keep reading so many articles about Recommender Culture and the role Social Influencer Media is having on consumer behaviour I had to retaliate - lest ye forget - dead fish can only swim with the tide. It is one of those beautiful sunny Friday mornings in Sao Paulo and i have 2 documents to complete by the end of the day. However if i finish them today the client will have to read them over the weekend. My conscience will not allow me to rob a client of their weekend so i would prefer to sacrifice my own and chose to head off for a Friday morning ZANZAR around the centre of Sao Paulo. The part where there are 24 hour cinemas and real people - not Itaim or Brooklyn, you get the picture. (Just as an aside, and i know i shouldn't think this - but isnt it refreshing to go past a cinema which isnt showing Pixar kids cartoons or some god awful Hollywood film by McG). Anyway i will not reveal the exact location of where i ended up doing my shopping - and that is the whole point of the post. We have become so accustomed to thinking and reading about how social media means we can and must share our shopping experiences that we forget that some times we just dont want to share with people exactly what it is that we have been purchasing. Now in my case this morning - no i didn't go into one of the sex shops and no i didnt buy drugs - though i was close to Cracolandia (by the way does anyone else have a vision of the Prefeitura building a Cracoloandia theme park in 10 years once Santa Cecilia is totally gentrified?). No i was indulging my number one vice - buying vinyl. I found the most amazing SEBO with many records for less than R$10 and all in good condition. I was shocked to pick up a copy of The Fall - Bend Sinister and Coldcut, Laurie Andersen and Steve Harley's Cockney Rebel, David Byrne's Uh-Oh and The Colourfield (Terry Hall ex-Specials) amongst others. You have no idea of the joy but also of the complete lack of desire to share with anybody the precise location of the Sebo. No F*in Way. All of which got me thinking about the anti-social influencer consumer model - and i was wondering what other examples we might be able to share??? In all honesty this practice of cratediggers not wishing to share their treasures has a long history. I think that even pre late 1970s Hip-Hop DJs were sticking white labels over their records so that other DJs could not find out the names of the records and go out and buy them. I know that as a man the thrill of discovery and the desire of sharing our wisdom has strong power over our consumer behaviour - but not always. So please ... feel free to share - what are those guilty pleasures, competitive shopping dynamics that turn you into an unrecommender?????????
I dont know about you but it seems like a long long time ago that the World Cup finished. Just about enough time for us to start to feel nostalgic and forgive Dunga, Rooney and Ronaldo for ruining the months of June and July... OK maybe not. It is however an apt time to announce the launch of the Copa 140 book. Well not quite yet but sometime very soon. During the tournament we were tracking, interacting and laughing at we believe over 500,000 - yes half a million Tweets from Brasileiros during the tournament. It gave us a rare glimpse at the life of Brasilians during this special month. If you go here and check out the favourites, by scrolling down you can see all of the Tweets which we favourited over the course of the month - this is of the course the best 2,000 for the original thousand and thousands which we were following. It reads like something of a reverse digital documentary of the nation and its experiences during the World Cup. The book has allowed us to categorise and add some thoughts on how Brasil was Tweeting its Copa...Unique??? We think so.. if you know of any other similar examples we'd love to hear about them. if you are interested in knowing more please get in touch.
Have just been reading this article which was the most read piece on Meio and Mensagem site last week... interesting reading. I love any empirical data about social networks for its ability to spark debate and hate it in equal measure for providing data which is often created in a quantitative format which belies explanation... My personal opinion is that these new stats are about us unreliable as the last and the next lot of stats. But anyway whatever i did to make you trust me less - its fine and im not offended! Confiança nos amigos cai com redes sociais
Publicado 10 de Fevereiro de 2010
Pesquisa da Edelman mostra que confiança das pessoas no os amigos dizem na internet sobre uma marca diminuiu pela metade em dois anos
Uma mantra diz que as redes sociais são uma maneira de os anunciantes contarem histórias autênticas e críveis a seus consumidores, cuja confiança em CEO´s, membros do governo e analistas de mercado está abalada. Mas de acordo com o último Barômetro da Confiança da Edelman, o número de pessoas que enxergam em seus amigos e parceiros como fontes confiáveis de informação sobre uma empresa caiu pela metade desde 2008, de 45% para apenas 25%.
Para Richard Edelman, presidente da Edelman, trata-se de um sinal dos tempos. "Os eventos dos últimos 18 meses assustaram as pessoas. Elas precisam ver as mensagens em lugares diferentes e a partir de diferentes pessoas, desde experts bem como empregados da empresa e amigos", diz. "É um período de ceticismo. Então, se a companhia olha para o marketing boca-a-boca como solução, estão certas, mas ela precisa entender que esta não pode ser mais a única saída, mas sim uma parte da solução", conclui.
Os consumidores estão descrentes de modo geral. A credibilidade da TV caiu 23 pontos percentuais e radio e jornais outros 20 pontos na comparação de 2008 com 2010. Quando perguntadas se a informação sobre uma companhia parecia crível no caso de ela ser passada por "uma pessoa como você" (o chamado americano médio) o número caiu também. Apenas 39% acreditam que as mensagens ditas por consumidores eram confiáveis, contra 45% em 2009.
Por outro lado, a figura do CEO ganhou força na confiabilidade. A estratégia de levar o líder executivo para a frente da comunicação, algo feito pela General Motors com Ed Whitacre (e pela Toyota em um momento negativo de recall, com Jim Lentz) aumentou a confiança das pessoas no CEO, de 17% em 2009 para 26% neste ano. Também ganharam confiabilidade membros do governo (22% contra 27% neste ano), analistas do mercado financeiro (46% contra 52%), ONG´s (42% contra 44%) e acadêmicos (61% contra 64%).
Ou seja, o fato de os consumidores pararem de acreditar no que seus amigos e pessoas comuns dizem em testemunhais do produto ou empresa, há implicações significativas para anunciantes e redes sociais, bem como outras plataformas de marketing boca-a-boca.
Plataformas como Facebook e Twiiter permitiram às pessoas manterem círculos de associação casual mais amplos, o que pode ajudar a diluir a credibilidade das redes. Em outras palavras, quanto mais conhecidos a pessoa tem, mais difícil de confiar nele ou nela.
Do Advertising Age.
http://www.businessweek.com/technology/content/aug2009/tc20090823_834450.htm a number of reports lately about the fact that the main site number of twitter apps will allow for geotagging of tweets. Interesting stuff - but how happy would you be to have your tweets tagged? Recently we interviewed a young Colombian who spoke about how Tweets in Colombia had been used to trace people and their behaviours and ultimately lead to kidnappings. Having seen Biz Stone speak recently, i like his "Quiet American" (check out the book and not the film) style, but his blind optimism of the power of Twitter to be a force for good rather contradicts some fundamentals of human behaviour.
to access the responses to the questions we posed during the presentation...please take a look herehttp://twitter.com/betushco/favorites
here are clips from the NBC event we didnt have time to show today - ill be writing more on our thoughts on Brands and Social Media later in the week
just by chance i found this article about democratisation of social networks in the US from the excellent Pew Life project
Two quick images from the past 24 hours which say a lot about the on-going battles between between traditional and new media companies and within social network giants of Facebook and Orkut.The first comes from the front page of today's Sun newspaper in the UK. I don't have exact figures on the differing user/purchaser numbers for The Sun and Facebook over the past 3 years but one can imagine they look like opposing slopes of major Alpine mountain. As scare stories about the demonised social network continue, quite what the longer term impact impact on consumer attitudes to both The Sun and Facebook would be interesting to explore. I would be interested to know just whether some of the same scare stories are emerging in the old media of other countries? The second image comes from my own Facebook page yesterday Is this all out warfare between Facebook and Orkut? Just what are the relative merits and weaknesses of both social netowrks - please let us know your thoughts...
Here's the theme for our presentation at the NBC event in September 2009... please feel free to offer up some thoughts "With the ever increasing presence of technologies (increasingly mobile) and the popularity of web2.0 app’s & social networks (Facebook / Twitter / Youtube, Orkut etc), individuals are increasingly able and willing to observe and expose elements of their ‘private’ lives to those around them. This creates a range of practical and ethical issues about our identities and behaviours with implications to our virtual and real-world experiences. As they mature as digital citizens and with the migration between social networks, consumers are beginning to question and change their behaviours along with what they are willing to show, share and consume in the digital world. These processes have important implications for employers, brands and organizations that are increasingly seeking seek to understand and enter into a digital dialogue with consumers, of all ages and social classes. Drawing on rich qualitative research with different consumer groups in both Brazil and the UK, TWRAmericas seek to open a debate drawn from a variety of insights into the emerging landscape of a ‘New Digital Morality’. As social networks continue to evolve within their own competitive marketplace we also seek to explore the differences in experience between the use of different web2.0 tools in different countries (primarily Facebook – UK & Orkut – Brazil)"
Depois do artigo da Época falando sobre do Twitter, parece que algumas partes do governo brasileiro passaram a prestar mais atenção para esta nova - não tão nova - forma de comunicação. O governo de São Paulo esta à algumas semanas postando sobre seus projetos e novidades na sua nova conta no Twitter: @governosp
Contudo... o que achamos mais interessante de ser notado, foram as reações de alguns dos twitter e twitteretes:
pablosnr: RT @baunilha: @governosp no twitter!- interessante.. vejamos oq eles estão aprontando. acho que deveria ter twits especiais sobre corrupção
gustavoramos: @governosp Vocês deveriam promover mais a interação com o cidadão aqui e deixar de lado as propagandas. Isso eu vejo no site.
As Twitter goes increasingly mainstream in the UK, as witnessed in its increasing use in radio phone-ins on the BBC it looks like its about to do the same here in Brazil. Or is it? This weeks Epoca magazine devoted it's cover to the rise of the phenomenon here in Brazil. However, we're asking a few of Brazil's most prolific Twitter addicts what this means for the application here.... more to come shortly
...oh and as if you don't yet know what Twitter is...