the role of the productive consumer for global digital enterprise
DESCRIPTION
From an informed academic stand point, I consider the consequences of the influence of social media for connections and the totality of the consumer sphere for making purchasing decisions etc. In short, how we live, why we seek to make purchases and the ways in which we do it.TRANSCRIPT
TheroleoftheProduc'veConsumerforGlobalDigitalEnterprise
withDrMariannHardeyTwi9er:@mazphd
#online09
ThebasictruthSocietyisinfluencedbyourcommunicaEontradiEonswhich
isalsocloselyrelatedtoourtechnologycapabiliEes.
ThesetwoconcepEonsconEnuetoliveon,notonlybecauseofcommercialinterest,butalsobecauseofindividualdesiretostay‘intouch’.Andnowtobealwaysconnected.Increasingly,thisisalsoinresponsetoafearoftheunknownmanifestastheriskofmissingout.
Myresearchrevealsthesignificanceofthesocial.ThehowandwhysocialacEon/senhancenewwaysofbeingintouch,andofconsumerismasweseektocreate,publishanddisseminateinformaEon.
Fromaninformedacademicstandpoint,IconsidertheconsequencesoftheinfluenceofsocialmediaforconnecEonsandthetotalityoftheconsumersphereformakingpurchasingdecisionsetc.
Produc'veConsumers
Areself‐reflecEveLedbyco‐producedknowledgeWanttomaketherightchoice/sLookforconsumerinfluenceTrustiscri'cal
Createdata,i.topurposelysharewithothersii.unintenEonallyasinformaEon‘data’ trailswhichareleUacrosstheweb
SocialdecisionmakingTheproducEveconsumerismoreinformed,moreintouch,moreengagedandwillingto
parEcipate,record,searchforandstorecontentthaneverbefore.Inthefaceofnewwavesofpublishing,markeEngandadverEsingtherearealreadyemerging,withnewdistribuEonandconsumpEonpa9ernsfromthesharingofinformaEononFacebook,touploadingexperiencestoYoutube,toTwi9eringaboutasuccessfulpurchaseetc.
AlreadyFacebookisreplacingemailforawholegeneraEon.
WithChristmas(fast)approaching,onlineretailerssuchasAmazon.comhavealreadypreparedforwhathasbecomeknownas‘cyberMonday’‐thebusiestinternetshoppingdayoftheyearthattypicallyfallsonthefirstMondayofDecember.Lastyear,Amazonclaimsthat1.4mitemswereorderedfromitsUKsite,over16‐itemspersecondandthemostithaseverreceivedinasingle24‐hourperiod.
Thisyear,AmazonisforecasEngthatsaleswillbe21%to36%higher(Teather,2009).
Whatnext?TheDigital&Beyond…Intermsofwhatthefutureholds,thisisbasedonhowquickly
individualsmakedecisionsandhowtheyarecombiningsocialaspectsofeverydaylifebywayofincreasinglymobileconsumeracEons.
Now,therearenewwavesofopportuniEesandgrowthinthecycleofproducEon.AndtodaythismeansthattheindividualisinaconstantcycleofcreaEon,publicaEonanddistribuEon.
WeleavebehindtheWeb1.0staEcandtopdownrelaEonshipbetweentheindividualandinformaEon.Contenthasbeenturned‐on‐itshead.Theuseris‘incharge’of‘where’theygo,‘what’theypurchaseand(atEmes)whethertheypay.
WecanpredicttherewillbenewconsumpEvepa9erns.ThesewillhaveglobalimpactonsocietywherestreamsofdataandinformaEonaresharedbetweenindividuals;canbemonitoredandheldbycompanies;andwillbemeasuredoverEmebypolicymakers.
UlEmatelywewillallhavetorespondtoamorebo9om‐up,‘wisdomofcrowds’leandalwaysonsocialorder.
KeyDiscussionPoints HowdoesproducEvecontentcontributetothedigitaleconomyandinfluenceconsumer
behaviour? Howcloselydoindividualexperiencesinfluence?Inotherwords,issuchinformaEon
seenas‘unreliable’or‘marginal’contentcreatedby‘amateurs’?ORaresuchstreamsclosertootherformsofcontentetc.thathasbeentradiEonallyonlycreatedbythosewithclaimstobe‘experts’‐e.g.riseofCiEzenJournalismetc.?
DoessuchsocialbehaviourconsEtutenewformsof‘community’dialogue?Howcanthisbecapturedandmarketedbybusiness?
InwhatwaysdocompaniesperceiveproducEvecontent?Tofear?Toembrace? Whatcouldbethenewbusinessmodelofcompanies,publishingservices,digitalmedia
etc.thatproducecontent?WhatpressuresdriverevenueforadverEsingor‘pushmarkeEng’?HowwillthisinfluencedistribuEon?
Whoowns/isresponsibleforcontent?(e.g.criEcalcommentsoruploadedcontentisprotectedunderUSAlegalparameters(e.g.SecEon230oftheCommunicaEonsDecencyAct),butnotbyothersinEurope,e.g.France)
HowshouldproducEvecontentbeusedbymarkeEngorpublicrelaEonsdivisions? WhatshouldbetherelaEonshipbetweenproducEvecontentandothersourcesfrom
tradiEonalmedia?
.
IarguethatproducEvecontentisrelatedtotheemergenceofpersistentsocialpresence,bythisImeanevermediatedlifestyles.
TheseintegratetheimmediacyofsocialacEon,decisionmakingandconsumerpurchasing‐whetherthroughwebsites–Amazon;SocialNetworks‐Facebook,Twi9eretc.andevenmobiletelecommunicaEons.
End…
YoucandownloadsomeofmypublicaEonswhichincludedocumentinformaEon,academic&commercialcollaboraEonsfrommywebsite,h9p://mariannhardey.googlepages.com/aboutme&slideshare.com
ReferencesThesediscussionpointshavebeeninformedbymyresearch,consulEngworkand
referencetonumerousotherssocialcommentaries–someofwhichareincludedhere…
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