Featured Video: Consumer Forum 2007
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Charlene Li — Vice President, Principal Analyst
Emerging technologies don’t tell you much about the adoption of Social Computing; people do. Identifying people’s various levels of participation – whydo people participate and how do they participate – give you a better understanding of how your audience is contributing to the Groundswell.
(9:45)
Josh Bernoff — Vice President, Principal Analyst
Objectives, not technologies, should drive your Groundswell strategy. Forrester uses a four-step approach to help companies develop an analytical framework for defining and measuring the business impact of Social Computing efforts.
(14:17)
Brian Haven — Senior Analyst
Christie Hefner — Chairman and CEO, Playboy Enterprises
How has social media impacted Playboy’s strategy? Specifically, is Playboy using social technologies to directly drive online sales, or indirectly to gather product reviews and customer feedback?
(3:52)
Christina Norman — President, MTV Networks
Norman describes how MTV has leveraged social technologies to create an emotional connection to the network’s audience, and to create multiple points of engagement in addition to the television screen.
(5:51)
Robert J. Bach — President, Entertainment & Devices Division, Microsoft
What your core audience can – and cannot – provide you in terms of customer feedback and ideas for innovation.
(2:13)
Richard Edelman — President and CEO, Edelman
In the era of Social Computing, Edelman believes that the public relations industry has to engage in something he calls conversational collaboration, with a commitment to transparency and accuracy. As Edelman says, it’s a matter of establishing credibility, not controlling the message.
(2:24)
Shar VanBoskirk — Principal Analyst
Jeremy Allaire — Founder and CEO, Brightcove
Ze Frank — Founder, ZeFrank.com
Philip J. Kaplan — Founder and President, Products, AdBrite
What happens to traditional media companies in a world of Social Computing? Allaire says the mantra must be "reach consumers where they are" while Frank claims that as media fragments, brands are big winners.
(5:06)
Josh Bernoff — Vice President, Principal Analyst
Henry Jenkins — Co-Director, MIT Comparative Media Studies, MIT
Is copyright obsolete in a world of Social Computing?
(2:14)
How can companies get involved with social technologies without the end product feeling too "corporate."
(1:12)
The culture of Social Computing extends to a business being able to leverage the passions of its own employees, not just its customers.
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Consumer Forum 2007: Winning In A World Transformed By Social Technologies
Fueled by cheap devices and pervasive access, individuals are increasingly taking cues from one another rather than from institutions — a phenomenon that creates chaos for traditional brands, sellers, and media outlets. Consumers now expect to participate in product development and marketing so that their own needs and expectations can drive the innovative process. Armed and empowered, consumers will continue to disengage from disconnected companies and give new life and marketshare to niche firms that embrace brand participation.
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