Social Hallucinations

Homo Skepticus?

The couple of last years we've been sticking to mantra "people trust people like themselves" (Edelman Trust Barometer) to convince business establishment to jump into social media wagon, to understand better how people act and activate the power of WoM.

We've always trusted the circle of friends, so called significant others and their recommendatiosn mattered a lot us as the key influential factors. We've done this and will keep on doing this as anything else would break the social ties and lead us to alienation.

Edelman comes with the new 2010 results of the Trust barometer and something interesting happens - friends/peers as those whom we trust drop from 45% in 2008 to 25% in 2010.

 
It is quite natural the question about our skepticism and our ability to trust arise.

I don't think we trust less our friends and peers. I don't think we've become more skeptical. I just think we are in the phase where we rethink the word friend / peer. The word friend got stretched widely due to social networks. We call friends people we've never met in our lives and people we have no common history with. We do have hundreds of friends on Facebook, Twitter, MySpace, Bebo...whatever you call it. The social networks devalued word friend. Anyone can be my friend today. It just costs one click and you have a new friend. But it ain't so easy and we are aware of that. We are aware that social networks bring also "virtual friends" we can't really trust because we simply don't know them, don't know their agenda and there is no really point of reference between our and their lives. Who are really those hundreds of people we follow on Twitter, we connect with on Facebook? We know the faces, we know the key facts we can find out from info tab and status updates. What really connects you with other people are common experiences...

Web revolutionized our lives for sure but there are still some barriers we need to overcome, like integrating online lives with offline lives. Meeting people we know online, exchanging offline experiences will be the way to create trust. Online relationships won't replace face to face time and sharing of real time experiences.

We still trust "people like us" but we are simply not sure whether Johns we follow on Twitter are really like us...

Photo by mek22

via AdAge

Give People Something to Copy

...and you will be able to trigger the change of behavior. Old and funny video demonstrating the power of group influence on individuals. In fact, there is nothing to laugh at but adopt this elevator psychology into communication efforts.

 

 Hat tip to  Simon

Visualize People's Thoughts

It is such a great tool to play around with - Web Seer - and visualize what's going on in people's minds when they google and explore differences and similitude, stereotypes, ideas by comparing 'Google Suggest' results. Plenty of interesting insights to dig for. I love how info-graphics democratizes data and make them more understanding-friendly. 

 

 

Rethink the way how you run your business

Traditional rewards aren't always as effective as we think. Incentives block creativity.

Time to build business based on the knowledge of human motivations, it is what can lead to creating the change and making a difference.

Average Consumers: The Product of Single Story

"There are lies, damned lies, and statistics" (Churchill)

Who is the average consumer? Does he / she exist? How do we define it? Or does average consumers exist, isn't just a mathematical construct that was aimed at making easier for us to explain world?

People are different, we are the individuals with different stories that shape us, stories that are driven by our mind, our bodies and social environment we are living in. Every human is the patchwork of different stories that make him/her a person, not an average consumer. The average consumer is a type of urban myth to me. 

Woman, 34 years old, urban, modern, income above average, lives in apartment, career oriented, heavy user of internet, buys organic food, interested in technology, owns mobile phone, heavy consumer of culture, blah blah...Yes, it could be me...but the above description brings more questions. 

Can a human being amount to this?

Average consumer is just a construct that derives from the single story and is intended to make easier for us to work out things like strategy, advertising, etc. But the concept of average consumer doesn't really 'disenchant' the world, it makes it single storied and mass produced.

...listen to Chimamanda Ngozi Adichie inspiring talk about the single story as the source of misunderstanding and stereotypes that keep us away from seeing the whole picture

Yes, I am aware it is difficult to work with the concept of individual when we talk communication, it is difficult to capture the complexity of people's lives but we can try with replacing or at least enhancing demographics with needs, motivations and more focus on the social aspects of human's lives.

Thanks for inspiration: Eskimon

Secret Life of Fliers

While most of researches stays grounded (mostly to computer screen), there are two guys who decided to take off to conduct very fascinating consumer research. Dustin Curtis and Alaska Miller have bought JetBlue All-You-Can-Jet Pass that allows one month of unlimited travel, any available seat for $599 and took off for 30 days adventure to talk to "hundreds of people with rich backgrounds and histories" that can be found on planes. 

As they put it on their website 30dayflight.com

"(...) They have fascinating stories. We want to tell some of them. Our plan is to strike up conversations during our flights and see if maybe, after 30 days of constant flying, we can get a good understanding of the average jetBlue flier."

They took off for their adventure on Tuesday. You can follow the trip on 30dayflight.com and their twitter streams: Dustin Curtis  / Alaska Miller.

I wonder how JetBlue will capitalize on this great initiative. There is the serious possibility for JetBlue to get interesting knowledge about their customers and their secret lives, none of questionaire can reveal. Plus there is plenty to learn about how their own services and staff works. There are already some complaints from Alaska Miller.

If they should live up to their claim about bringing humanity back to air travel, they should listen and learn from the real people.

I look forward to seeing final result of this 30 days trip into the secret life of fliers.

Herd Redefined

If you are in the communication business you must know what Herd is. (by Mark Earls - Herdmeister)

Generation M and the Conflict of Generations

The situation, most of you will recall from the young years. You come back home very late. You  open the door quietly, so as not to cause noise, because you know everyone in the house is probably sleeping. You sneak slowly inside, creeping like a cat. You don't want to wake anyone, just head directly to bed to hide your too late arrival. But your efforts fail - there is always someone waiting for you. The conflict of generations - round one. Parents are angry cause they worried and feel deeply responsible for you and expect you to play by their rules and you are tired and think this is the storm in a glass of water cause you are grown up enough to decide yourself and do what you want - your independence from parents is crucial for you.

Each society has its own culture, a different era and different generations like every family. Every new generation is different and poses some other values, has other interests and what to emphasize and rationalize their otherness. The conflict of generations is as old as humans existed. Such conflicts seem to be an inevitable necessity. Only when two cultures / generations clash, their interdependence and fierce fighting can lead to the creation of something new, revelatory and riveting. Development as the result of conflict. Well, conflict doesn't need to have the negative staining. The secret lies in how we do play the rounds in the match between generations. How clever we are to use the old's wisdom to build something new.

Umair Haque writes "Dear Old People Who Run the World, my generation would like to break up with you." Every era has its own goals and tend to forget about yesterday's dreams, but trampling on the previous generations altars will not bring any good. I agree with Umair Haque that we need to "create an authentically, sustainably shared prosperity". We need to do instead of talk. But manifestos and breaking up will not take us there. In my humble opinion, it is interdependence along with fierce fighting and learning from the past success and fails that will bring us to the new set of values and allow to make a difference and move forward.

It is irrevocable, that everything is transient and the light of the young stars who just won over the old ones will be turned off later on in the curse of history as the new generations arrive. We need solid foundation anchored in culture and cores values to make a difference. Development. Otherwise we build house of cards. Every time the new winds blow, house falls down and the new generations come and build the new houses of cards, over and over again. In the result we never learn from the past and seem to start from the scratch.

The new generations like to rebel but overthrowing the old and replacing it with new manifestos doesn't guarantee the success. We can't cut off our heritage that shaped us and the society we are living. Not everything sucked what old people created as long as the new generation turned out to despise greed and crave for the new authentic and sustainable reality - we haven't been created in vacuum. The Generation M is the natural result of the collapse of the systems and economies that is happening in front of our eyes but it can't bury the past. It needs to learn from it. Generation M can't burn down the old monuments, it would be revolution and those usually lead to decapitations in the first place. Generation M needs to analyze the past, learn, blend and act, act smarter as it has the potential and tools to do so. After all, Generation M is a necessary reality, as if we don't introduce new trends, if we don't have ideals, and don't discover the new experiences, our world would be wishy washy and dull gray ... we would be stuck...

Photo by Pensiero

Come Together

We may never diminish the powerful role of emulation for our behavior. This funny video shows how powerful emulation is in connecting people in spontaneous ways. Music and a guy who felt like dancing - it is a must see for all people working with communication. It's not about reaching people, it is about giving them something to copy.

Found at Asi's blog

I Belong therefore I Am

Image by michael.heiss via Flickr

The need for belonging is one the most powerful needs we share. Being with others people, being social is what our nature demands to function. Some wise-men even claimed that the secret of a good life lies in the harmony between social and personal feelings.
We are herd species and we want to belong something bigger than us. Danes proved it when Anders Colding-Jørgensen Internet psychologist from the University of Copenhagen made an experiment on Facebook. He created a group called 'No to demolition of Stork Fountain' (Storkespringvandet - fountain in Copenhagen). There was nothing strange in it, except the fact that no one wanted to demolish the fountain.
He sent invitation to the group to all his approx. 120 Facebook friends with a message that there was an experiment and asked them to join in. First, the group began to grow quietly. On the second day was reached small 300 members. Then went the stronger and after a little week, reached the 10,000 members. The group has around 25,000 members and is growing fairly stable with approximately 2 members in a minute!

Despite the fake cause, there were 25.000 people who joined and were against something what wasn't suppose to happen. The conclusion - the people didn't join the group to protest against the demolition of the fountain, they joined to be a part of something bigger than them, something that connected them with other people and gave them feeling of joint cause and belonging. This the same as with the groups that protest against new FB layouts. It is not about layout, it is about being part of something bigger than ourselves.

Belonging, being part of something bigger is the one of the most powerful needs you need to consider while working on your digital strategy.

PS. FB group changed its name to "I love Stork fountain" after experiment was done. And it has now over 27.000 users.

Sociology and Marketing

"Sociology and marketing are on a collision course." - says Armano

Sociology and marketing should never be separated. Marketing is about creating the value for people and making it accessibImage by Donna Cymek via Flickrle. It is hard to create and spread it without understanding human relations. This is not about focus groups or media, it is about real life observations and digging into human nature and nature of interactions. Social media and the digital technology are just enhancers of social behavior. We people are just keep talking and express ourselves and our opinions, this time powered by technology that makes it loud wider and allows us to reach more people. The motivations remain the same as BSM (before social media) - belonging and conviviality, to mention two most relevant drivers.

But *beware the common sense thinking* when applying sociology into your marketing efforts.

$100k Makes People Collaborate

Great example of social behavior. If you give people something to share / talk about they will get involved and will collaborate even though they are complete strangers. The common purpose forms community.

Found at RedFraggs blog

Human interactions are initialized by things

Image via WikipediaWe are no longer focusing on the socializing with others. Our human relations get objectified and objects are necessary for social interactions. They facilitate them and enhance them. People are not unique, the objects they own, are.
Increasingly, human interactions are initialized by things – they intermediate our contacts with others and definte the nature of our interactions.
Things become essential in the human connections. Nintendo Wii becomes the essential object for kids, it becomes the "be or not to be" of their social life. Should we study Nintendo Wii manual to get more profound understanding of youngers social life? It may be not so silly idea after all seeing so many extreme reactions to receiving Wii.

50 kids happy to get a Nintendo Wii for Christmas - watch more gamer videos

Hat tip to Seth Godin

'The Common Sense Sociology'

Internet is infested with social media experts who apply "the common sense sociology" to explain and consult on social behavior. There are dangers of the common sense wisdoms that lead to blurring the reality and taking the wrong decisions based on the wrong assumptions.

"The common senImage by Compound Eye via Flickrse sociology" 3 mistakes:

1. Presumption that we know the social reality because we live in it, and on the basis of our experience we take for granted certain social relations and social behavior. There is an internal limitation stopping us from making the right judgments - many of our social experiences aren't recorded by our awareness thus they are not included when making judgments. Besides our experience is in most cases limited to a single group of society. We take those limited experiences and create oversimplified theories for the whole society.

2. We believe that the research or study we are working on is always linked directly with practical objectives and we measure the reality in relation to the norms that we use to describe what is desirable or undesirable.

3. Assumption that each group of social facts may be considered theoretically and practically in isolation from the rest of the life of society. Despite it is our mantra, we forget about it when talking about social behavior or social relations - Everything is connected!

As a result we can lots of bullshit said around. Lots of so called experts who mess in the heads of uncritical sheeps.

The good example of such an ignorance and the usage of the common sense science was the discussion on Twitter authority where Loic Le Meur and Michael Arrington demonstrated the lack of understanding for basic terms like authority and social relations linked to those. Authority for those gentlemen is the measure of the number of followers. What a misjudgment and oversimplification of social interactions based on the power of authority. There is a huge difference between authority and popularity (I think the whole discussion about the number of followers is referring to the latter one). Applying the number of followers equals authority logic would mean Britney Spears is a heck of an authority! (BTW she has almost 13.000 followers, gee it must be some pearls of wisdom on her profile).
Majority the social media experts are just popular through self-promotion. There are only a few who are credible experts. The difference comes from professionalism, truthfulness, trustworthiness and impartiality.
We need to be more careful and fight for professionalizing in the field to avoid being drifted away by "the common sense science" and tempted with the easy solutions based on vague theories build solely on one person experience: 'I did it this way, it worked, so it must be true for everyone and everything else.' This way of thinking is just the reproduction of the existing stats quo of the cultural structures driven by a great army consisting of the people who do not get it, but have the right to vote.
If we are here to make change we need to keep on being clever and avoid those 3 mistakes of the applying common sense thinking into any social science.

Drawing by gapingvoid

Bauman or Batman?

This is the proof of triumph of popular culture. And some sign for transformation characteristic for Liquid Times. Who knows, maybe Z. Bauman transforms into Batman of sociology.

I can conclude one thing for sure - Batman is more popular than Bauman.

It's like Amazon was trying to tell me - give me a break Bauman, have some fun and watch Batman.

amazon, Batman, Bauman, sociology