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March 13, 2009

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Thanks for sharing that. This was the best, seemingly balanced review of the night and run down of the positive and negative takeaways.

I still think at least one of the non-P&G digerati should have stood up and voiced a concern as soon as the idea was unveiled but I guess people were too caught up in the moment to question tactics.

Shame that companies are now viewing people's networks as advanced tools for bypassing spam filters.

I think that they have to learn that this does NOT work..law of diminishing returns....the only way to learn is to try. I agree that the experiment should have been set up differently - hopefully the take-away will not be to spam. There were definitely "icky moments". The spam your networks - seems to be the prevailing trend. In activity streams on facebook, influencer marketing etcetera. Ultimately it doesnt work - the real thing that works in giving to get and being part of the network - that takes a dynamic change in organizational structure that most companies have not yet figured out.


Cheers,
D

Deborah Schultz
Technology changes, humans don't

deborahschultz@gmail.com
http://www.deborahschultz.com
cell: 917-848-1016 (PST)

Great take aways, Deb! We have worked with many brands as well and find there is a great deal of enthusiasm and genuine interest in trying to make sense of the social media impact on their world! The human component is so important as we all strive to understand how to bring technology and people together both online and offline! Thanks for sharing!

Hi Deborah, I don't quite understand what you mean by "The importance of constancy and participation vs big grand gestures", could you tell me about that. Thanks a lot.

Very interesting insight. This is the real truth about social media. You have no other choice but jumping into it asap. And when you realize how huge and deep are the impacts on your organization and staff, it is too late for you to turn back. I have recently worked for a big pan-european insurance company and can tell you they are decades away from the shift we are discussing on here - yet I would be excited to help them implement the cultural and organizational changes going along with adoption of social media as a internal communicational tool.

@Meral/Digitalks : I guess what Deborah pointed out here was that corporate top-down communications are no longer efficient on individuals within yet pyramidal organization, and that what really works with social media is 'constancy and participation', which means real involvment by the people, which means that management are ready to re-allocate ressources to serve the new needs.

Pierre - well said - exactly - reallocation of resources and looking at everything a company does from the human customer side of things - it's a new world!


Cheers,
D

Deborah Schultz
Technology changes, humans don't

deborahschultz@gmail.com
http://www.deborahschultz.com
cell: 917-848-1016 (PST)

In general people dislike being "sold". People want the freedom to choose and feel comfortable when purchasing any product or service. A new internet network marketing concept called attraction marketing is getting a whole lot more attention and deals with that. One primary focus of the attraction marketing formula is developing personal relationships with existing clients and become a person of value, so that they have the underlying feeling of attraction and want to come back for more.

Hi Deb-

Hmm... interesting. The culture clash is not surprising but I'm impressed P&G wants to listen and learn.

We spoke briefly after your panel at the Web 2.0 conf in SF. I'd mentioned my work as a community mgr at Nickelodeon and you'd wanted to connect afterward, but your LinkedIn invites require an email address. Feel free to send me an invite if you want to chat more about my experience there.

Valerie - Thanks!

Yes- I definitely want to keep in touch! Thanks for the comment.


Cheers,
D

Deborah Schultz
Technology changes, humans don't

deborahschultz@gmail.com
http://www.deborahschultz.com
cell: 917-848-1016 (PST)

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