To reiterate the core of Mark’s message from last week, mass behaviour results from our interactions with other people. Because we are inherently a social species, our actions largely result from the influence other people exert over us, rather than through outside forces acting upon the individual.
I vs. We
With that thought in mind, one of the biggest questions arising out of last week’s tour is what actions can we take to balance the desire to be acknowledged as individuals against our inherent social tendencies? In the social media space at least, I’d argue that it relates to levels of participation, where one’s outward manifestation of individuality is related to their level of contribution.
For the small minority of content creators, their individuality is expressed through the quality of their creative output. At the other end of the spectrum, a majority of users are still happy to satisfy their social craving merely by anonymously rating user-generated content or reading comments contributed by other readers.
Co-Creation: Thinking like a Teenager
A second point that got a lot of people talking was the struggle to actively embrace the notion of co-creation, and why some brands are more open to it than others. One of the best metaphors came courtesy of Tim Armitage, our Executive Director of Strategy in L.A. When it comes to embracing co-creation, today’s brands are much like high school teenagers struggling to find and express their personal identities in the face of an endless barrage of noise, chatter, and even personal attacks from their peers.
Think back to your high school years. Like any brand, you probably had a set of strong (if yet still malleable) personal values, an evolving personal style, and a desire to express your unique voice. And like most teenagers, you probably didn’t take any shit from anyone outside of your personal network of friends. Especially not from parents or teachers, or any other adult who tried to influence your decisions and turn you into something you didn’t want to be.
While struggling to express your own individuality, there was no way to escape the outside influence and conversations from a close circle of friends, or social group with which you identified. Every week there was a new band, clothing style, or lingo you may have felt the need to emulate, especially in the ongoing struggle to fit in and be well-liked.
The balance between staying true to your personal identity and accepting some influence from a close circle of friends, supporters, and maybe even the bully that occasionally picked on you is similar to the challenge today’s brands face when embracing feedback their advocates. Most popular consumer brand managers are open to the idea of co-creation, but need a better understanding of how to filter and manage incoming user-generated content and feedback in a way that responds to consumers, but also stays true to core brand values. And as experts in the digital space, it’s our job to help our clients get there.
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