A Clear Path To Context
Context gets a boost this year with the proliferation of location aware devices. The idea of using crowd-sourced information with the added layer of location aware intelligence makes me very excited. It is not only smart, it also provides the ideal tools for context and relevance. Yet, many remain stuck in the mindset of ‘Get loads of people to sign up and figure out how to make money once we have critical mass.’”
The visible layers of social media can be so shiny that they end up distracting us from their deeper application. We all recognize that ‘overt’ social media is a critical element. If there were no people out there sharing information, participating and making it available to everyone, we would have no crowd to source from.
The deeper layers don’t always get as much attention. The collection of data and its sorting into useful information registers on people’s minds, but it is often overlooked. It’s a case of ‘out of site, out of mind.’
Listening and monitoring are a bit deeper, sure, like the sedimentary versus surface. There are many organizations great at customer service, sourcing and developing leads, discovering new markets and even developing new products by monitoring keywords and engaging. There is a good level of online conversation around this topic.
We all talk about what’s next for social media. What is going to be the next Twitter or the next Facebook? Is FourSquare going to last? These questions all have some bearing on the future of social media but, for me, these are the wrong questions. The quest for the social media business model involves a combination of the visible, the sedimentary, and a third, deeper level that is seldom seen, but rather experienced.
A lesson I learned many years ago is that the quickest route to a sale, or an achieved objective, is to remove as many obstacles from your customer/audience as possible. Thinking for your customer is key. Putting the information they need in front of them as quickly as possible will increase your chances of achieving the sale. The lesson that followed shortly after was not to expect your customers to thank you or to notice how clever you’ve been (your sales figures are your thanks). Do expect them to notice when you mess up and do expect them to lose interest if you put obstacles in their way.
Using technology to understand exactly who you audience is, where they are, when they are interested in hearing from you, what steps you can cut out and what information to put infront of them isn’t some sort of ideal, it is what smart organizations are doing. Location based technology, attached to a profile, or connected to an objective or call to action is much bigger than a game, it is a marketers gift.
This is what social media can do for you. This is where you are going to see your ROI. People’s expectations have evolved and we have the technology and tools to meet them. “This is who I am. This is where I am. Serve me up relevant information.” Get that right and you are that much closer to reaching your objectives.
It may not be shiny. It may not be sexy or achieve as many column inches, tweets or inclusions in the ‘Top Ten viral campaign” blog posts, but it will cut through all the noise, and put you in front of the right people, at the right time, and in the right place.
What’s your next big thing? What do you think is going to be a game changer?
I am a newbie to technology but am slowly getting more and more fascinated with how much content, resources and networking can be available at a click of the mouse. The more I dig deeper the more I learn the importance of these tools and the effect they can have on one’s brand, business and personal identity. I am not sure what the next big thing is, I personally don’t get foursquare yet but then again I said that about facebook a few years back, whatever it is I look forward to it and I appreciate your blog Alasdair and how you bring it all together.
Hi Michelle
Thanks for stopping by.
Interesting what you say about FourSquare and Facebook. There is an element of adoption rates but also the progression of technology. Facebook has evolved to a place where you do ‘get it’. It fits with your needs and your work and play.
FourSquare will evolve too. For me FourSquare has hurried on the adoption of location based technology use. The possibilities around having people comfortable with sharing their location are far greater than what FourSquare is right now.
I so agree with you “Location based technology, attached to a profile, or connected to an objective or call to action is much bigger than a game, it is a marketers gift.” And like, finding the profile info is key. Thanks. I will use your blog print out to validate with my boss tomorrow. More blogs please.
Alasdair, it’s really interesting you bring up the layers of complexity which should be simplicity. And again, you are always about the relevancy and focus of the audience. You are so right — all this information is nothing until it is “parceled” into need and measurement. Personally I think the next “thing” around social media is video. It will be the bridge between physical and digital. I was in a 3 hour demonstration with Cisco Innovation Officers today. Quite incredible. xo
Hi Clare
You talk simplicity because you understand the different layers. Simplicity is a great mantra when it is part of a bigger effort to understand all the variables. To simplify without context, or without the whole picture is to reduce versus amplify.
Interesting what you say about video. I look forward to hearing more on that from you.
As someone who has just recently decided to take the plunge into FourSquare, I was very happy to see a post focused on location-based technology. As it stands right now, I think FourSquare is merely a shadow of it’s potential. It has to really offer something to it’s users besides the game it is now (not that game’s aren’t useful). In all new technologies, trends seem to move toward customization and convergence. I expect the same to be true of mobile location-based apps, and expect the technology to move extraordinarily fast.
HI Matthew. Thanks for stopping by and for adding your voice. I love your term ‘Customization and convergence” Don’t be surprised if you hear me using it.