His current work on trying to turn ebooks into
social objects for discussion and debate is very interesting.
So don't let all the talk
about social objects make you think that marketing is all about the props.
One approach that came into my mind is to clearly establish the context first and then to surface
social objects which are already producing results for the people who share that specific context.
In business, there are many advantages to invest creating value
through social objects versus investing in building size of your social networks.
What social objects were people using, both during the company's decline and during its turnaround?
Instead of focusing on traffic, first think about how you can create value and get your customers attention through
relevant social objects.
Through seven short examples, he shows
how social objects bring people together by giving them a reason to talk to each other.
I'm also interested how you would approach a case when the context does not favor the introduction of a
new social object.
Social Object = Personal Computer I remember quite vividly the purchase of my first PC, and I will not share when that happened only that it was a while ago.
And one
terrific social object is a graphic recording: your presentation's key messages and ideas, captured as an image.
Does the guy with the fancy phone buy it in part because he can sees it as a
potential social object around self - image and prestige?
I have
several social objects that always bring me in close contact with others and start great conversations.
In the end, they're disappointed because their conversations — based on that
same social object — are not fruitful.
The first group of individuals who are exposed to the idea /
social object determine the extent and reach of the meme.
Content doesn't make something viral; people are the primary source of
powering social objects across the attention nodes that connect the human network.
We
create social objects that transform organizations, start conversations, and spread ideas at lightning speed.
I really like your posts and talks
about Social objects it fits well into a lot of themes I'm working on.
Then
make social objects (and not push marketing messages) that create value for them along their journey.
When I get your attention with a
relevant social object, you're more likely to tell others about it or click the share button.
Ideas, because they represent something new, something that can affect your daily work, are
terrific social objects.
Besides the main sentiment of the cartoon, #SmallTeamsBigImpact is something that me and the tem at
Social Object Factory can really relate to.
It's also essential to package and optimize our content as
social objects in order for them to work for us in our absence, when individuals actively seek content through contextual searches.
In the advertising & marketing world, successful social objects [Often called «virals», especially when talking online] are a good thing.
The idea of integrating utility or resolution
into social objects increases the sharability of content while also increasing its lifespan.