Archive for the ‘Generation C (ontent)’ Category
In the interest of providing equal time, and to point out that other CE retailers struggle with delivering a great customer experience, I offer another customer video. While the filmaker’s work is not as impactful as the Circuit City example, you get to ride along and have the experience first-hand.
In the end, the same point is made: Customers are rising up and telling their stories and companies should be listening. This video, which was made a year ago, has been viewed over 3300 times on Google Video.
The power of the internet and personal media tools has forever changed the balance of power in favor of the customer. One Man’s Voice can be heard by millions. Here’s a story that I think really drives that point home.
A few months ago, I contributed content to a presentation initiated by David Armano. David is the Creative VP for the marketing firm Digitas. He is also a very influential blogger who is well known for creating simple but powerful graphics to communicate his ideas. The presentation, entitled “2006 in Your Words”, was a collection of insights and opinions about what the year’s big themes were from a marketing and communications standpoint. To demonstrate the power of Web2.0 collaboration, the presentation contained content from little fish like me as well as some industry heavy hitters. You can see the presentation here.
“We have been shifting media power to individuals for years now. Perhaps it started with the VCR. The internet shifted control of retail to the customer years ago. Today, individuals have the power to control markets, create and distribute their own content, build and occupy virtual worlds with new opportunities for commerce and entertainment. They don’t have to rely on some corporation to provide the experiences for them. They simply use the new tools, which they are mastering as fast as the tool developers can build them, to build whatever they want, to be whoever they want to be and to let their voice be heard.“
Why am I telling you this? I work for Circuit City Stores and have been helping the organization become more adaptive through the use of social media tools. Last night I came across a number of user generated videos about Circuit City. Some were commercials, done by associates, which is interesting in itself,
But then I found this
You should watch it all the way to the end. It’s powerful! As a company, we are determined to become great at providing exceptional customer experiences. We are making progress towards this goal, but this statement from one man points out how difficult that journey will be and how much harder we need to work to get there.
Corporations need to realize that today’s customer expects perfection and has an increasingly loud voice that can potentially reach very large numbers of people. They are actively sharing their experiences and feelings to anyone who will listen. We should be listening to them!
In case you haven’t see this, CBS will be joined by Sling Media and SecondLife in a presentation at CES today. I’ll update the post after the details are out.
UPDATE: So the keynote is over and here’s the skinny. For the past year of so, we’ve all been talking about “The New Media”, “Generation C(ontent)”, “Web twodotwhatever” and so on. We’ve also been saying that traditional media “doesn’t get it” or is no longer relevant.
Apparently good old CBS isn’t going to go away quitely. Instead, they have spent the last year developing lots of new partnerships with everyone from social networking sites for lesbians to SecondLife where a virtual replica of the Starship Enterprise (CBS property) will be made available to residents. Perhaps that’s a bit over the top, but this is afterall the age of “Individual and Interactive”. There is no niche too small (right longtailers?) and we all want to play a starring role.
In his keynote address, CBS President and CEO Leslie Moonves showed off quite a few of his new friends to demonstrate that CBS “gets it”.
“The symbiotic relationship (between online and television content) will only tighten,” Moonves said. “What’s a big media company like us to do? We’re embracing it big time. We’re doing just about everything we can to see what’s going to work now and in the future.” That often means bringing in people outside CBS to do so, he said.
The partnership with Sling media involves Sling’s latest technology called Clip + Sling. It allows users to clip content from live or recorded TV and share it with anyone, including non-Slingbox owners. The clip can be sent in an e-mail that plays the video from a hosted portal. It’s not exactly YouTube, so to cover all the bases, CBS also has a joint venture with Google’s latest toy in the form of a contest in which users submit 15-second videos to YouTube about anything they’d like. The highest-rated video will be broadcast on CBS during this year’s Superbowl.
The message from Moonves is that “there is no such thing as old media and new media. There’s just media.” Is this kind of media mash-up going to save the traditional guys from extinction? What do you think? While you ponder that, I think I’ll head over the the StarTrek sim in SecondLife. I hear there’s a helluva dance party going on in the shuttle craft bay 🙂
“Technology-related products and services will increasingly be shaped by 12 underlying principles, or “technology values.” These values —- such as simplicity, efficiency, and personalization —- represent the characteristics that consumers will look for in products, services, and technologies over the next 10 to 15 years.”
So says Social Technologies, a Washington, DC-based research and consulting firm in a newly released study entitled The 12 Consumer Values to Drive Technology-related Product and Service Innovations. The study makes its conclusions based on today’s trends and change drivers and by looking at emerging technologies were going to help fulfill these needs and desires in the future.
I think this is some really insightful stuff. Businesses that embrace these values early are the ones who will succeed the customer-driven economy. How many of these values are you building into your latest initiatives? The full list follows. It’s worth the read!!!
Graphic courtesy of David Armano – Logic+Emotion (also worth the read!)
Top Technology Values—Highlights
Consumers increasingly want to create, augment, or influence design and content, and share these creations with their peers. Supporting user creativity will be increasingly important to consumer technology, and will become more mainstream in coming decades.
Consumers will increasingly look for products and services that align with their specific personal needs and preferences—whether in the aesthetics of a product or in its functional design. More goods will be created to match individuals’ unique specifications.
Simplicity will have growing value for consumers confronted with information overload, time stress, and technological complexity. Simplicity’s influence is already evident in new, stripped-down devices that offer just a few functions, as well as in minimalist interfaces that conceal breathtaking complexity. The common denominator of all these efforts is that they are human-centered—and thus easy to learn and integrate into busy lives.
As consumers are bombarded with more tasks, choices, and information, and as demographic changes such as aging reshape consumer markets, they are looking to assistive technologies for help. Consumers will seek to bolster and extend their natural abilities—with technologies ranging from pharmaceuticals that enhance mental performance to robot aides for the elderly.
Products and services will need to embrace the principle of appropriateness to ensure that they are suitably designed for users with varying physical needs, resources, cultural characteristics, literacy levels, etc. Appropriateness will aid in the spread of technology products and services to new markets and to diverse user segments.
Already well-established in mature markets, demand for convenience will rise as a technology value for consumers all over the world. Consumers will look for technological products and services that give them what they want and need on demand and that reduce effort and relieve time pressure.
Connectedness gives consumers what they want, when they want it, and will grow exponentially with the expanding global information infrastructure. Consumers will look for products and services that seamlessly integrate with this global network.
Efficiency is the ratio of output to input—or, put simply, the ability to do more with less. It will become more important to technology as consumers search for products and services that let them manage emerging resource uncertainties, rising costs, and other pressures.
Intelligence will be enabled by innovations that increasingly shift information and decision-making burdens from the user to the device or service. The demand for greater intelligence will come in response to factors including complexity, aging, and the desire for personalized experiences.
Protection will be sought by consumers in a world that feels increasingly insecure. Consumers will look for technology-enabled products and services that strengthen their sense of personal security and protect their families, homes, wealth, and privacy.
Consumers will look to technological products and services to maintain and, increasingly, improve their health and wellness. The search for health-enabling solutions will extend beyond traditional health and medical products and services to include more of the things consumers use in their everyday lives, whether at home, work, or play.
Consumers will increasingly look for products and services that embrace sustainability—reducing the “human footprint” on the environment while maintaining quality of life. A variety of technologies offer ways to minimize resource use, waste, and pollution while improving human welfare.