August 21, 2007

there is, however, a vast market for "social gestures"


Ironies of Ironies: Companies are forever being told "You no longer control the conversation", yet from what my buddies in the PR industry tell me, their industry is utterly thriving.

Actually, that's to be expected. With "conversational control" no longer being the certainty it once was, you're more likely to seek help from the pro's...

1. Problem: Post-Cluetrain Reality- There is no market for "Messages".

2. Opportunity: There is, however, a VAST market for "Social Gestures". As Mark Earls says in his brilliant new book, "Herd", we are, after all, social animals. We are, after all, primates.

3. Execution: Social Objects, Anybody?

P.S. My own particular "Execution" launches September 12th. My blog remains in "Lame Mode" till then. Rock on.

Posted by hugh macleod at August 21, 2007 5:55 PM | TrackBack

Give us a hint about 12th September. A teeny weeny glimpse of a molescule of a hint. A sniff.

Go on. You know you want to. It's OK you are among friends and we won't spill the beans.

C'mon. I know you really, really, really want to.

Posted by: Robert at August 21, 2007 6:51 PM

never lame Hugh :-) I think i'll add a number 4 to the list:

4. Value: Social Equity, the value you build over time by sharing social objects and gestures.

Posted by: karl long at August 21, 2007 6:59 PM

Love the Social Objects Idea Hugh.

Posted by: Adam Kujacznski at August 21, 2007 10:53 PM

It's great to have YOU back.....!!!!!!!!! Rock on hun!

Posted by: Catherine at August 22, 2007 1:01 AM

OK, so our social lives now extend/live in a digital realm, and marketers can best access the social media user through integration/inserting added value into their behavior. Is this an isolated social channel specific tactic, or is this a greater learning around integration into new media channels as our lives shift from analog to digital?

In plain English, doesn't this tactic provide a (dirty word) framework for activating in all emerging media?

Posted by: Jon Burg at August 23, 2007 3:29 PM