TheroleoftheProduc'veConsumerforGlobalDigitalEnterprise
withDrMariannHardeyTwi9er:@mazphd
#online09
ThebasictruthSocietyisinfluencedbyourcommunicaEontradiEonswhich
isalsocloselyrelatedtoourtechnologycapabiliEes.
ThesetwoconcepEonsconEnuetoliveon,notonlybecauseofcommercialinterest,butalsobecauseofindividualdesiretostay‘intouch’.Andnowtobealwaysconnected.Increasingly,thisisalsoinresponsetoafearoftheunknownmanifestastheriskofmissingout.
Myresearchrevealsthesignificanceofthesocial.ThehowandwhysocialacEon/senhancenewwaysofbeingintouch,andofconsumerismasweseektocreate,publishanddisseminateinformaEon.
Fromaninformedacademicstandpoint,IconsidertheconsequencesoftheinfluenceofsocialmediaforconnecEonsandthetotalityoftheconsumersphereformakingpurchasingdecisionsetc.
Produc'veConsumers
Areself‐reflecEveLedbyco‐producedknowledgeWanttomaketherightchoice/sLookforconsumerinfluenceTrustiscri'cal
Createdata,i.topurposelysharewithothersii.unintenEonallyasinformaEon‘data’ trailswhichareleUacrosstheweb
SocialdecisionmakingTheproducEveconsumerismoreinformed,moreintouch,moreengagedandwillingto
parEcipate,record,searchforandstorecontentthaneverbefore.Inthefaceofnewwavesofpublishing,markeEngandadverEsingtherearealreadyemerging,withnewdistribuEonandconsumpEonpa9ernsfromthesharingofinformaEononFacebook,touploadingexperiencestoYoutube,toTwi9eringaboutasuccessfulpurchaseetc.
AlreadyFacebookisreplacingemailforawholegeneraEon.
WithChristmas(fast)approaching,onlineretailerssuchasAmazon.comhavealreadypreparedforwhathasbecomeknownas‘cyberMonday’‐thebusiestinternetshoppingdayoftheyearthattypicallyfallsonthefirstMondayofDecember.Lastyear,Amazonclaimsthat1.4mitemswereorderedfromitsUKsite,over16‐itemspersecondandthemostithaseverreceivedinasingle24‐hourperiod.
Thisyear,AmazonisforecasEngthatsaleswillbe21%to36%higher(Teather,2009).
Whatnext?TheDigital&Beyond…Intermsofwhatthefutureholds,thisisbasedonhowquickly
individualsmakedecisionsandhowtheyarecombiningsocialaspectsofeverydaylifebywayofincreasinglymobileconsumeracEons.
Now,therearenewwavesofopportuniEesandgrowthinthecycleofproducEon.AndtodaythismeansthattheindividualisinaconstantcycleofcreaEon,publicaEonanddistribuEon.
WeleavebehindtheWeb1.0staEcandtopdownrelaEonshipbetweentheindividualandinformaEon.Contenthasbeenturned‐on‐itshead.Theuseris‘incharge’of‘where’theygo,‘what’theypurchaseand(atEmes)whethertheypay.
WecanpredicttherewillbenewconsumpEvepa9erns.ThesewillhaveglobalimpactonsocietywherestreamsofdataandinformaEonaresharedbetweenindividuals;canbemonitoredandheldbycompanies;andwillbemeasuredoverEmebypolicymakers.
UlEmatelywewillallhavetorespondtoamorebo9om‐up,‘wisdomofcrowds’leandalwaysonsocialorder.
KeyDiscussionPoints HowdoesproducEvecontentcontributetothedigitaleconomyandinfluenceconsumer
behaviour? Howcloselydoindividualexperiencesinfluence?Inotherwords,issuchinformaEon
seenas‘unreliable’or‘marginal’contentcreatedby‘amateurs’?ORaresuchstreamsclosertootherformsofcontentetc.thathasbeentradiEonallyonlycreatedbythosewithclaimstobe‘experts’‐e.g.riseofCiEzenJournalismetc.?
DoessuchsocialbehaviourconsEtutenewformsof‘community’dialogue?Howcanthisbecapturedandmarketedbybusiness?
InwhatwaysdocompaniesperceiveproducEvecontent?Tofear?Toembrace? Whatcouldbethenewbusinessmodelofcompanies,publishingservices,digitalmedia
etc.thatproducecontent?WhatpressuresdriverevenueforadverEsingor‘pushmarkeEng’?HowwillthisinfluencedistribuEon?
Whoowns/isresponsibleforcontent?(e.g.criEcalcommentsoruploadedcontentisprotectedunderUSAlegalparameters(e.g.SecEon230oftheCommunicaEonsDecencyAct),butnotbyothersinEurope,e.g.France)
HowshouldproducEvecontentbeusedbymarkeEngorpublicrelaEonsdivisions? WhatshouldbetherelaEonshipbetweenproducEvecontentandothersourcesfrom
tradiEonalmedia?
.
IarguethatproducEvecontentisrelatedtotheemergenceofpersistentsocialpresence,bythisImeanevermediatedlifestyles.
TheseintegratetheimmediacyofsocialacEon,decisionmakingandconsumerpurchasing‐whetherthroughwebsites–Amazon;SocialNetworks‐Facebook,Twi9eretc.andevenmobiletelecommunicaEons.
End…
YoucandownloadsomeofmypublicaEonswhichincludedocumentinformaEon,academic&commercialcollaboraEonsfrommywebsite,h9p://mariannhardey.googlepages.com/aboutme&slideshare.com
ReferencesThesediscussionpointshavebeeninformedbymyresearch,consulEngworkand
referencetonumerousotherssocialcommentaries–someofwhichareincludedhere…
Bauman,Z.(2001)ConsumingLife,JournalofConsumerCulture,9(1):9–29.
Beer,D.andBurrow,R.(2007)Sociologyand,ofandinWeb2.0:SomeIni'alConsidera'ons,SociologicalResearchOnline,12(5)h9p://www.socresonline.org.uk/12/5/17.html
Giddens,A.(1991),ModernityandSelf‐Iden'ty:SelfandSocietyintheLateModernAge,Cambridge:PolityPress.
Hardey,M.(2009)‘TheSocialContextofOnlineMarketResearch:AnIntroducEontotheSociabilityofSocialMedia’,Interna'onalJournalofMarketResearch,Julyissue51/4[online]h9p://www.ijmr.com/
Hardey,M.(2009)SeriouslySocial:MakingConnec'onintheInforma'onAge,Ph.D.York:UniversityofYork.
Hardey,M.(2009)Web2.0andthe(re)genera'onofreputa'on,trustandmedicalprac'ce,PresentaEontotheYorkSociologySeries,UniversityofYork
Hardey,M.(2008)PublichealthandWeb2.0,TheJournaloftheRoyalSocietyforthePromo'onofHealth,128(4):181‐189.
Hardey,M.andBurrows,R.(2008)NewcartographiesofknowingcapitalismandthechangingjurisdicEonofempiricalsociology,InFielding,N.,Lee,R.L.andBlank,G.(eds)(2007)HandbookofInternetandOnlineResearchMethods,London:Sage
Keen,A(2007)Thecultoftheamateur:howtoday'sinternetiskillingourculture,London:RandomHouse.
Leadbe9er,C.(2009)Presenta'ontotheIMDEClusterevent,CommonwealthClub.
Resnick,P.,R.Zeckhauser,etal.(2000).ReputaEonSystems:FacilitaEngTrustinInternetInteracEons,Communica'onsoftheACM,43(12).
Toffler,A.(1990)PowershiX:Knowledge,wealth,andviolenceattheedgeofthetwenty‐firstcentury,London:BantamBooks.
Teather,D.(2009)‘AmazongetssetforcyberMondayasChristmasshoppingonlineclicks’,TheGuardian,Monday23November2009
SmithD.,Menon,S.andSivakumar,A.(2005)‘OnlinepeerandeditorialrecommendaEons,trust,andchoiceinvirtualmarkets’,JournalofInterac'veMarke'ng,19(3):15–37.
Surowiecki,J.(2004)TheWisdomofCrowds:WhytheManyAreSmarterThantheFewandHowCollec'veWisdomShapesBusiness,Economies,Socie'esandNa'ons,NewYork:Li9leBrown.
WhitePaper(2009)WorkingTogether,PublicServicesonYourSide,London:StaEonaryOffice.
…
