Living in a material [second] world and I am a material girl!

Well, I am going to let you in on a little secret… I am a huge fan of The Sims (although I think I’ve only be able to play once since I started school 3 years ago!). And as such I have been intrigued by the concept of Second Life, though I've never tried it. Even in the Sims I enjoyed making my characters look good and have nice things. Although in Sims I had the advantage of the cheat code to give me plenty of “Simoleons” to use as I please. With Second Life you either have to work at it or shell out your credit card info. Regardless of how users get the money, I can definitely see how the materialistic world within Second Life has developed even though there is no fundamental need for various outfits, fancy homes, etc.

Particularly, if people are not so well off in “real life” they could view this as their chance to really change things and experience stuff they'd only dreamed of. One user said she enjoyed using Second Life because it let her “do anything and be anything” she wanted and totally “abandon” her real life (Note that when listing ideal occupations Vampire and Stripper came before Teacher... Just wanted to share!).

Despite the fact that some people's interests within the game may be a little off the wall, I can see the advantages of this form of social networking. I like the use of the avatar to attempt to give the sense of a face to face meeting in the virtual world. However, I can’t help but wonder what affect this would have on people… It seems very easy to get caught up in and carried away with this escape from the real world. Would they lose touch with reality? Also, similar to what was discussed in our class debate on Wednesday, I wonder, what affect does this have on their interpersonal skills? Well I actually found an article discussing some scientific research that concluded that Second Life actually helps improve said social skills. Interesting.

Dum or Dummur?

So, are the rapid advancements in the internet/Web 2.0 universe making us stupider or is it just giving us visibility into some “less gifted minds” (to put it nicely) that may have flown under the radar previously?

It’s a tough call; I can definitely see examples of the agreement that spelling skills are on the decline while the use of acronyms is on the up and up! I can also agree that sometimes sites are just flooded with opinions that users have to sort through with a fine tooth comb to actually get to the worthwhile stuff. This came up two weeks ago or so when we were discussing sites like Yelp and TripAdvisor. However, as I touched on then, I really do believe that the freedom to participate and share your opinion is the beauty of Web 2.0 and social networking. I suppose it is up to us as readers to consider the source when utilizing these resources. Additionally as Web 2.0 continues to evolve perhaps improvements can be made to ensure useful, qualified opinions can be heard. The responsibility is in our hands as users, participants and drivers of Web 2.0 and beyond.

A story about a cabin - a key to calming networking woes?

So, does the mere prospect of a networking event or conferences cause you to start hyperventilating or perhaps just start a little more perspiring than normal?? Well that can be quite a common reaction. But really it’s not all that bad. It is not as hard as you think.

I know many people’s initial reaction (including my own, awhile ago) is – what am I supposed to talk about? What am I going to stay to these people? Maybe you are afraid it’s going to feel like a forced conversation. Or you will freeze up under the pressure of having to make a good impression. All common reactions! But never fear, like I said it’s not that bad. One of the best training classes/seminars I went to for work was about networking. And one of the interesting things the instructor told us was to remember people love talking about themselves, it is one of their favorite topics! And though I doubt you'd get anyone to readily admit it, it is pretty accurate! So as long as you can ask questions you can keep the conversation flowing. People just need a little push to get started! And you can facilitate that and then just sit back and listen attentively. At as pointed out the article Top 10 Myths About Networking good listening is actually a key to making a good impression when networking.

He then went on to tell us this funny little antidote about this car driving along with a big bright blinking license plate that said “Bob.” And the car drove past a cabin where an old man lived with his wife who was uuuuggly! And they lived there with their son and dog that was barking and howling at this plane where the man’s friend was flying while reading a book and the passenger was filming a movie. Well needless it say the story went on and on with many exaggerated details. The point was to give you a suggested road map of topics – the person’s name, family, hometown, recent books read, so on and so forth. The story was so utterly crazy so that would be able to remember it in a pressure situation and it would help you think of things to talk about without trying too hard. Asking these questions also gives you the opportunity to find a way to make a connection with the person. I also think it serves an added benefit because it is so ridiculous its sort of funny it makes you laugh and relax a bit when thinking of it.

Anyways the point is - networking is not as bad as people think. Being a good listener is just as important as talking, if not more so. Just come equipped with a few key questions and you are good to go.

You Review

People love a personal recommendation. In some cases they may even deem it more valuable than that of a professional. Additionally, consumers have become so inundated with various forms of advertising that they have become cynical and in some cases even immune to the message. But, these personal references are able to break through and often can be the deciding factor when customers take the plunge and make the purchase.

There is a sense of comfort and credibility, like a security blanket, that comes from a personal reference, knowing that someone has actually experienced a product or service. It takes the risk and major thought out of the decision making processes. With the progression of Web 2.0 and user generated media there is a growing number of sites whose sole mission is to serve has a nexus for opinion sharing. Sites like TripAdvisor and Yelp allow consumers to share and rate their experiences with various products.

I was reading a New York Times article on this very subject which posed the question How Many Reviewers Should Be in the Kitchen? Often times there are just too many cooks in the kitchen. Literally. It’s something about the kitchen that just draws people in now matter what, whether it’s a party or just a regular Thursday night dinner. People want to be where the action is, or the food. I know my mom always had trouble with this in our kitchen, people were always in the way, or as she’d say “in her zone.” So much so my uncle recently got her a roll of Caution tape to quarantine off her “zone” from any unwanted visitors. It’ll come in handy this coming weekend when she’s cooking for Easter.

I digress... So, in the virtual world of consumer reviews, should it be limited to a select few or should it be opened to as many posters as possible? I could see how it could be overwhelming with so many different voices offering forth advice on products. But, I think in this case the more the merrier. Ideally marketers hope these sites will be as enticing as the kitchen, bringing in a diverse array of people to provide a well rounded view or recommendation. Keep in mind; you should always take these types of recommendations with a grain of salt. Everyone has different standards so one person may give an outrageously negative hotel review because the bed was too hard or something of that nature, and allow that to set the entire tone for their stay and their online review (they are just dying to share with the world so that the same tragedy may never befall another innocent traveler!). That is one of the reasons I think it is best to have many reviewers.

Personally I am a big fan of these types of sites, Trip advisor in particular. I think it is helpful because these individuals tell about little details or oddities that a professional may not get in a traditional review. For example, a few years ago I was taking a trip to the Dominican Republic. Someone had written that the rooms at our hotel were particularly dim and suggested bringing a light bulb. May seem silly or insignificant, but I just think things like that are unique to this interactive, customer driven sharing atmosphere.

I also find these sites as an attractive means for customer recommendations because it is voluntary, it is different than some potential and current features on sites like Facebook, where it will publicize recent purchases by members hoping to inspire their friends to follow in suit.

Customization: does it diminish the brand image?

Speaking of Brand loyalty, I did not really have to chance to elaborate on another article I read for this class from BusinessWeek about NikeID. If you have time I'd definitely recommend it along with my friend, Zaid's blog on the topic. How do you think this type of innovation and user involvement comes into play for a company that relies so heavily on its strong brand image?

You have the right to remain silent anything you say or do can be used against you ...in a marketing ploy!

I am currently writing, or should I say “attempting to write” an extensive research paper on Brand Loyalty and CRM for my Brand Strategy Independent study. So needless to say, this week’s topic listing piqued my interest. At first glance it seems like there is more information about consumers and their preference made readily available for public consumption through social networking mediums. However at the same time it seems that the relationship between consumers and brands, and consequently brand loyalty, is not getting any stronger.

I will spare you the details of why I think this could be happening. Rather, I’d prefer to touch on the potential for CRM or at least some form of marketing strategy to capitalize on the plethora of information available on these social networking sites. For example I already know the banner ads on Facebook are targeted. The second I changed my relationship status to “Engaged” there were ads for wedding dresses, shoes, and even weight loss aids! Now that I am married I’ve seen a frightening number of stretch mark removal ads as well as baby related ones. I certainly don’t really appreciate the assumptions there! (And that is a rather obvious application, considering we’ve had exposure to such advertising on other sites.)

But, regardless, that is just the tip of the iceberg. There are incredible possibilities here. Facebook and MySpace may not qualify as true CRM because it is more information gathering than relationship building between brand and potential consumer. But, do you think there are some other ways that companies could take advantage of on the growing popularity of social networking, taking it further than just targeted advertisements? And as a counter point, where is the line drawn? How do companies prevent themselves from going too far and causing consumers to feel a sense of invasion of privacy?

Why Network?

I began my reading for this week’s class with the article “Six Degrees of Lois Weisberg.” To be perfectly honest it caught my eye because it reminded me of the game, Six Degrees of Kevin Bacon! As a matter of fact, the article actually did discuss the origins of the game and the theory behind it. However, that is not why I am still thinking about the piece. Truthfully, there was one singular statement in the reading that resonates with me. One of the people in the story said about Lois that “she doesn’t network for the sake of networking.”

This jumped out at me because I feel that in today’s workplace and academic environments there is tremendous emphasis put on the importance of networking. To promote and facilitate the building of said networks there are a variety of measures including speed-networking events, organized networking dinners, even classes devoted to learning about social and business networking! :-)

It seems that people participate in these types things because they “have to”. Particularly in today’s struggling economy it is becoming increasingly more important to have an extensive network in order to generate business, get a job, etc. We are constantly reminded of the saying, “it’s not what you know; it’s who you know.”

Instead, this story tells of a lady who doesn’t even quite realize the extent of what she is achieving. She is not trying to build a network. She genuinely just enjoys connecting with people. She wants to help others. She wants to connect people to each other. She is the type of person that “knows everyone.” And she did it without trying. She is not necessarily the most charismatic person. But she has no fear. She reaches out to anyone and everyone. She has confidence in others and in herself.

I think there is a lot that can be learned from the attitude and approach of this woman. It is quite a different perspective concerning networking and relationship building than you usually hear in the business arena. Perhaps we all need to have a little Lois in us. Take a genuine and active interest in others. Rather than focusing on “I have to do this to build my network,” try to be open to others and form a mutually beneficial relationship. Don’t be afraid to get out there and reach out to others beyond your comfort zone. Keep a positive and open mind. You never know where, when or who you are going to meet. Networking does not only happen in formal situations. It doesn’t have to be something that is orchestrated. The story of Lois shows it is possible to build your network without evening meaning to or even realizing it.

In closing I'd like to pose a question for discussion amongst our blog circle - how do you think Facebook, MySpace, and other social networking tools fit into this idea? Since they are more informal, allow you to reach out to people you may not otherwise encounter... etc. What are your thoughts?