I’m always looking for interesting new communities to highlight on opensource.com. Over the past year, I’ve covered everything from Wikipedia to OpenIDEO to The White House and am, frankly, overwhelmed by the sheer quantity of new community-building efforts going on out there.
Seems like every day I get an email or see something on Twitter or Facebook about a new community that sounds interesting and innovative. I’ve found some amazing people and visionary ideas. I hope to continue to highlight the best of these new communities here on the business channel.
But at the risk of sounding like a hater, I must admit I’m getting a touch of new-community fatigue.
I think I went over the edge a few weeks back when ex-advertising industry celebrity Alex Bogusky (yes, the same guy who did all of those weird chicken ads for Burger King and famously tried to make Microsoft cool) announced his new “Collaborative Community/Brand For Social Entrepreneurs.” He calls it Common. No offense to Alex, but when the advertising agency folks are hopping on the community brand bus, you have to wonder whether the seats are starting to get a tad bit full…
I also wonder if there is a bit too much Tom Sawyer-fence-painting going on in some of these new communities. In case it’s been a while since you read Tom Sawyer, here’s how Wikipedia summarizes the story of Tom Sawyer and the fence:
A big part of my day job is to help organizations with their brand positioning and strategy.
So when I read the article in the New York Times this past Sunday about TEDx, the relatively new (and incredibly popular) offshoot of the legendary TED conference, I thought it might be a good opportunity to take a closer look. The issue?
Clearly TEDx has been a smart community-building strategy, but will it ultimately prove to be a smart brand strategy as well?
Let me take a few steps back. If you are not familiar with TED (seriously? have you been camping in Siberia?) you can learn more here.
The main TED conference is a place where smart people (with big $$ and a personal invite) go once a year to hear other smart people give short talks showcasing how smart they are. The rest of us poor, unconnected folks wait patiently for the nice TED people to release the TED talks one by one, teasing us like a painfully-slowly dripping faucet teases a man dying of thirst.
And that’s the way it worked. Until last year when, in June, TED announced a new program called TEDx that would allow anyone to organize their own TED conference anywhere in the world.
The New York Times article tells the story of what has happened with the TEDx program in a little over a year:
…there were 278 events last year in places as near as New Jersey and Florida, and as far as Estonia and China. There was TEDxKibera, held in one of Africa’s largest shantytowns in Nairobi, Kenya. And there was TEDxNASA, which had space-themed lectures.
Already this year there have been 531 TEDx events. Another nearly 750 are to take place this year and beyond.
Wow. Now that is community-driven innovation on a grand scale. From one event per year with a small number of people attending at a very high cost to almost two TED events per day, held around the world, and almost every event is free. All that in a little over a year.
I’d call that a smashing strategic success. A soon-to-be-classic community engagement story.
But if we look at the decision to create TEDx from a traditional brand or intellectual property point of view, would it also be viewed as a good strategy?
[Read the rest of this post on opensource.com]
Ah, poor marketing.
It has definitely been a rough patch for marketing the last few years. From those predicting that [fashionable term X] is the “new” marketing (social media! engagement! community-building! customer experience! design! communications!) to those predicting its outright demise, there are a lot of people looking past marketing to whatever comes next.
For many of us, marketing is what we know. We’ve been practicing marketing so long, it is, to paraphrase Chicago (yes, I just did that), a “hard habit to break.”
So if you’ve been tearfully exclaiming, “I wish I knew how to quit you, marketing!” I come bearing hope. What follows is the first in a series of things you can do right now to break marketing’s hold on you. Quitting has to start somewhere. It might as well be here.
First, a short history:
In the beginning, communications were personal. I’m sure it all started when Og was sitting in the cave talking to Grog about his new stone arrowhead design, responding to Grog’s questions and telling stories about all of the animals he had killed with the new arrowhead (brand positioning: lighter design, so you can throw farther, kill bigger, and feed your clan better).
Fast forward to the Industrial Revolution, and all of the sudden we humans were creating goods and services that could be delivered to many more people at once than ever before. While this was fantastic, and made a lot of people a lot of money, the downside was that we could no longer communicate the benefits of the goods we were making to each person individually.
So we developed new ways of communicating to many people at once—mass communications. Along the way, the idea of marketing was born (fun fact: a telegraph was used for mass unsolicited spam as early as 1864!).
And all was awesome. For about 100 years or so.
In my post last week, I talked about what I see as inefficiencies in the system design of many crowdsourcing projects. Today, I thought I’d stick with the inefficiency theme after reading a blog by Umair Haque entitled The Efficient Community Hypothesis (thanks to Rebecca Fernandez for pointing it out).
In this post, Haque makes the case that the efficient market hypothesis often talked about by finance types should be replaced by something he calls the efficient community hypothesis.
From the post (all emphasis mine):
“…where efficient markets incorporate “all known information,” efficient communities incorporate “the best known information.” An efficient market is a tool for sorting the largest quantity of info. But an efficient community is a tool for sorting the highest quality info.”
[Read the rest of this post on opensource.com]