Breaking down the walls separating the “marketed to” and the marketer

One thing I often talk about is a vision I have of social media breaking down the wall that has existed for ages between the corporation’s marketing department and the great unwashed — that means you and me — on the other side of that wall.  The “marketed to.”  The social web has ushered in the potential for unprecedented collaboration between consumers and marketers.  It can potentially lead to an age in which companies don’t market to consumers, but instead, market with them, for the benefit of both.  And even possibly improve the image of marketing as a profession beyond its current position slightly above “used car salesmen.”  (No slight to used car salesmen intended.)

A recent study released by Forrester shows that this vision can become a reality.  As the title to a piece on ReadWriteWeb about the report says, Consumers Will Not Only Buy, They Will Help Create.  Indeed there are many consumers who say they would be willing co-creators, but not so many marketers who have chosen to take advantage of that fact.  According to the report, 61% of consumers would be ready to help companies design new products and improve existing ones.

Why is social media off to a slow start in Germany?

I came across two interesting blog posts discussing the fact that social media seems to be off to a slow start in Germany compared to the United States.  This reflects my own experience, as I find that most of the social media blogs I read (and podcasts I listen too) originate from my native land.  There are a couple of exceptions, and of course, as I am an American living in Germany, I have a certain propensity to read and listen to commentary in my mother tongue.  But still there is no doubt that compared to the number of blogs and podcasts originating State side, it’s slim pickings in good old Germany.

The post in ReadWriteWeb concerns itself mostly with a comparison between blogging and social media activity in the US and Germany.  More interesting are Felix Salmon’s 10 reasons why the blogosphere is failing to thrive in Germany.  While he writes specifically about blogs on economics, I think the points he’s identified apply to blogging in general.  These include:

• A high degree of respect for traditional standard qualifications and sources of authority.  (As the world knows, questioning authority has not been a historical strength of the Germans — at least not during the first half of the last century.)
• A general discomfort on the part of Germans to be seen as outsiders, as many bloggers see themselves.
• Less inherent respect for the voice of the people or the common man, compared to America.
• A propensity to be methodical and comprehensive in expressing a point of view, whereas the style of blogs (not to mention micro-blogs) favors the succinct, the sound byte and the spontaneous.  (Think of Wagner vs. Puccini.)

When people ask me about certain typical characteristics of Germans (respect for authority, heightened sensitivity to instability, initial caution and reserve in regard to strangers), I cite one of my favorite theories.  It all goes back to the Thirty Years’ War.  This was one of the bloodiest conflicts in European history, it was played out mostly on German soil, a substantial portion of the civilian population was slaughtered, and society as a whole was shaken to its foundations.  It was a watershed event that left a deep and enduring need in the collective German psyche to maintain social stability and established institutions.

I am more optimistic than the writers of these posts about the future of blogging and social media in Germany.  By virtue of the borderless social web, younger generations of Germans are being exposed to, influenced by and participating in this new style of shared thinking and ideas.  And in so doing, perhaps they are eliminating the last vestages of an ingrained, common societal “angst” and exaggerated caution when it comes to expressing themselves spontaneously.  One hopes this will set their social media spirit free and enable them to embrace the blogosphere and podosphere with the same gusto and enthusiasm as their fellow post-generation-Xers on the other side of the Atlantic.

All I want for Christmas is Josh Bernoff’s social media report

Josh Bernoff of Forrester Research, co-author with Charlene Li of the groundbreaking social media study Groundswell, recently issued a Forrester report entitled The Growth of Social Technology Adoption.  I came across the link on ReadWriteWeb.  Delighted at the chance to download my copy, I went straight to the site, where I was stopped dead in my tracks.  Unfortunately, all I got to read was the synopsis, because the full report costs $279.

Now I don’t want to appear cheap or ungrateful.  Josh, Charlene and Forrester have been quite generous in sharing their social media knowledge.  For example, you can go to the Groundswell web site and create, free of charge, a basic Social Technographics profile for a demographic and geography of your choice.  I also recognize that Forrester Research is a business, and businesses need to make money.

Still, social media is in its infancy.  And many of its standard bearers, bloggers like me, promote the cause on their own time and with their own finances.  Sure, I have a day job in marketing and communications, but my forays into social media are not an official part of that job — yet.  I’m working to change that, and one of the ways is by constantly deepening my understanding of social media and slowly but surely bringing that knowledge to bear on the work I do for my employer and our clients.  But for now, whatever resources I leverage to build my knowledge base, if they involve a monetary cost, I fund out of my own pocket.  And $279 is a bit steep for my budget.

So here’s my request to Forrester.  How about a special rate for independent social media proponents like myself?  Google provides many services — Google Analytics for starters — free of charge.  They recognize that by helping marketers to learn how to use online advertising more effectively, it will ultimately help Google’s business.  In the same way, if Forrester helps me to nurture my expertise of the social media space, that should pay off in the long term for Forrester.  I will be better able to show my clients the value of social media for their business, get them started in the space and eventually purchase Forrester reports, tools and services that help them engage successfully.

Or how about a discount for people who bought Groundswell?  (I’m sure I still have that Amazon receipt somewhere.)  Or for writing a review of the book on a  blog?

And if all of this doesn’t move you, Forrester, how about just getting into the Christmas spirit?  I’ve been a good boy all year — especially as a standard bearer for social media.  I hope when Santa comes down my chimney this year, he’s got something in his sack from Forrester.

Merry Christmas!