…I’m off to Helsinki to talk Social at Nokia with some of the best in the business.
If you’re one of the lucky few who are going, I guess I’ll see you there.
If not, watch this space – no doubt I’ll write some of it up 
More to follow…
There I was, on the train, on the way into work this morning and I’m listening to a couple of chaps in the next seat talk about plans for a new online marketing strategy…
Yes. That’s right. ON A TRAIN.
So before we even GET to the whole ‘Social’ thing that I’m about to rant about, let’s just take a moment to appreciate the stupidity… or maybe even the complete lack of joined-up thinking that goes hand-in-hand with talking about this kind of stuff on PUBLIC transport…
Done that? Goooooooood.
Idiots.
Anyway – so here they were, these two suits fellas, talking about ‘Social Networking’ and how they ‘really need to get involved’ to make this campaign really work.
Well I say ‘they’ it was more like just the older bloke telling the younger bloke, what he needed to get their new campaign off the ground…
The older chap opens:
“Look, I need you to tell me about what you can do with YouTube?”
“I can upload videos…”
“Yes. I’ve seen that. But what can we do with YouTube?”
“Aside from upload the videos, well…er…”
“WE NEED YOUTUBE!”
“We have…er…”
“Listen, we’ve got to hit millions of people! Millions. We won’t do it without YouTube.”
And so the conversation carried on, covering such things like MySpace, Facebook and even Flickr but all the while keeping the same familiar pattern, (I’m actually quite surprised I didn’t hear the classic phrase ‘Right, we need a viral’… I may’ve said something at that point)
Anyway, this whole thing got me thinking. I wrote a post about Mobile Advertising for Mobile Industry Review, (then SMS Text News), a few months back outlining the need for complete alignment when dipping your toe into the mobile ad space.
This one was easy, at least this time round they had some kind of idea as to what they were doing…
These two guys on the 9:53 out of Paddington however? Not a hope.
YouTube, to use the example given, is not something you ‘do’, it’s something you use, (like a tool, see).
The best way for me to illustrate this is with cups.
If your boss turns to you one day and says “I want to do something with YouTube”, what do you say back?
Well look, you’re clearly happy to put anything into the cup as it were; be it lemonade, orange juice, blackcurrant or whatever – But your boss, or whoever’s running the marketing team needs to tell you what that is. The cup is another way of presenting your content. It will speak to different people in different ways. I would not use a cup for anything other than what it is good for… and that is drinking, nay – consuming!
On top of that you also need to ensure that the same blackcurrant you’re using in your cups is being used in the other dispensers that you have at your disposal. I mean, you have other cups right? Right?!
Yeah you do… The banner ads, the traditional print, the skyscrapers, the tv/radio spots etc…
Them. Yeah. They’re cups too.
So when asked, “…like flickr, like YouTube”…etc, they’re just a variation on the cup.
You can help them hold it, you can help others drink from it but what you can’t do is fill it.
Give people some cool stuff inside the cup, don’t just give them the cup.
On it’s own, the cup is nothing.
With planning, time and effort from all parties – the cup can become an integral part of a much larger picnic.
Social Cups, Hugh would be proud.
It’s a Social TOOL – not a SOCIAL NETWORK!
As I’ve previously stated, I’m a huge fan of Jyri Engelstrom, creator of not only Jaiku but also the dude to first come up with the theory of Social Objects. I could explain what they are – but Hugh MacLeod, he of Gaping Void fame (read his website – it will change your life) has already nailed it to the wall better than I ever could. So go.
Read. Read some more. And get yourself an education.
EDIT – someone else who gets it: Russell Beattie
So yeah – facebook is a social TOOL. People throw objectives like: “We need to make money out of these social networks…”
To the point actually where recently I was unfortunate enough to be invited along to the Telecommunications Executive Network evening (a ‘TEN’ event) which was subtitled:
“Social Networking: What’s Telcoms got to do with it?”
And it was all tally ho and where’s the money and ad-sales this and monetization that… but everyone just seemed to miss the effing point.
To the point where I raised it as a question:
“Good evening. James Whatley, SpinVox… There’s a school of thought that the money is not in fact in Social Networks but in fact Social Objects. Here we are in this room and I know maybeeee… one or two people here. They aren’t in my social network and I doubt very much that I am in theirs. But here we all are gathered here tonight around this Social Object. The network builds itself around it. The money, therefore… is in the object. Not the network. If you build it they will come. Your comments please?”
Well – that went down a treat!
(especially as the last question of the evening!)
The following exchange:
The guy from Ogilvy: “Is that yours? I’m stealing it…”
Me: “Er no. Actually it’s Jyri Engelstrom’s. Co-founder of Jaiku…”
Ogilvy: “Ah.. see! Another Aggregation site!”
AN AGGREGATION SITE?! AAAAAAAAARGH!
That. Says. It. All.
*sigh*
Ahem – anywhoo – that was a lovely evening..
I was clearly the youngest person in the room and yet I felt completely out of my depth.
And in this instance being OUT of my depth meant swimming around in the shallows…
But hey – let’s not bitch moan – it was a very good evening… and I was known at the canapés afterwards as ‘The Social Object Guy’ which was quite amusing…
But yeah – Social Objects. They are what form the foundations of Social Networks. Plant the seed of a network with a Social Gesture from your Social Object.
Again – as Hugh Macloed rightly points out – it ain’t Rocket Science.
I seem to have gone off on a tangent… Where were we? Oh yeah – things that are annoying me online…
Err… I’ve had my Mobile Web Rant elsewhere… and I’ve raged about facebook to the nth degree…
What else…
Hmm.
No. I think that’s it.
I’m done.
For now anyway…
