Social Networks Part 1: Community Segmentation
September 19, 2008 by Mary Wynne-Wynter · Leave a Comment
I developed a knowledge zone framework for providing qualitative research products to high growth technology and media companies. It was a valuable approach because it helped clients identify change before it happened. The content they got helped them respond to sudden shifts and threats as well as to imagine future scenarios.
RedShift: Social Network Community Segmentation
I’m building upon that framework to help businesses interested in how they’ll integrate social networks into their existing business and marketing strategies and initiatives. These firms are also trying to understand exactly how they will create natural influence with their social network communities through conversation, dialog and collaboration.
In the past it was clear-cut:
- Get an offer in front of buyers who know what they want and who are ready to buy.
- Push special offers to buyers who are unsure.
- Push ads on everyone else, measure response rates, refine.
The temptation of course is to carry over some form of that old approach to social networking. But that will not only fail, it will alienate the community, which can include internal customers (employees) as well as channel partners. As markets move to absolute buyer power, sellers must be attuned to what underlies “latent” need or desire and find ways to communicate and “meet” these different community segments where they are.
Natural influence isn’t selling or advertising. Its exchanging yourself (the seller) with community members at different stages of knowledge, need and desire. Its subtle, indirect and 100% honest and authentic. Since it requires a shift in mindset, an online communication learning curve, and possibly new business models and back-end systems, many will find the change too daunting. If that’s the case, think about the opportunity cost of doing nothing and experiment on a small scale. But do so with commitment and immediacy.
VRM and latent buyer intention
September 15, 2008 by Mary Wynne-Wynter · Comments Off
I gave my Intro. to Social Networks for Small Business presentation over the weekend and like to open the workshop describing how the shift in power from seller to buyer has been the driving force. So I’m happy that I’m now following VRM, or Vendor Relationship Management, an emerging buyer centric platform. The ProjectVRM Blog: Developing tools for customer independence and engagement with vendors, provides a good overview. VRM is particularly interesting to me because its tied to the Intention Economy.
The Intention Economy is about buyers finding sellers, not sellers finding (or “capturing”) buyers. (Doc Searls)
Most of the VRM work that I’ve scanned is about how relationship, data, identity and transactional tools will support the paradigm shift to truly open markets, where sellers compete to fulfill the buyer’s stated intention. I’m most interested in VRM development with respect to how it will address not just the obvious, but also the latent, buyer intentions:
- Are intentions beliefs that direct thought and action?
- Can intentions direct action that is at cross-purposes to what is wanted?
- When do thought and action become habitual?
- Can negative habitual actions be changed as awareness of intentions increases?
This may be an area where conversations matter most to buyers and where sellers have the ideal opportunity to earn respect and trust. I’ll be closely following this work, thinking about latent intention scenarios, and how some of my existing program frameworks may be useful to the VRM Project.