SOCIALSUMER is a term designed to capture the notion that we as human have a dual nature
1. We have an innate sense of self-interest - we act as consumers to get what we want for our individual selves
2. We have an innate sense of belong, to be part of something larger than ourselves - what is right for the community
Socialsumer is a 21st century term to describe the post consumer - a widening worldview , a new awareness, new insight onto old roots
Socialsumer is the new balance of competition and collaboration
"America is experiencing a renaissance of values ... Values are the best predictor of what people will do. Values are the most important life priorities." - Paul Ray
The new social ecosystem (Social World) has produced on a new culture model of active (not passive) actors
The socialsumer generaion are Tech savvy; Media savvy and Information savvy
Socialsumers are guided by a new compass
The majority of american no longer buy into the 20th Century Consumer Narrative
60 years ago the American population was split 50-50 between two sets of values
Deployment of new community participation and stakeholder coordination to create change
New power transition
New power models are network-based
Social World has redefined the market
In the Social World, people no longer "connect up" to big media, the "connect across" in networks -- changing all the defaults. The market market now formulates into spheres: The outer sphere or what we refer to as the "ME" market is the new media commons -- anti-commercial, anti-corporate a word-of-mouth market. The "US" market sphere is community.
The social world operates under new rules of engagement -- They expects you to go into their space -- meet them ion their terms, on their ground -- in their narrative.
The legacy prinicples of Mass Marketing no longer apply -- ads are replaced with "Me Media" (we put the ME in MEdia) . US is social word -- integrated marketing is replaced with unified marketing New rules of engagement. (we put the US in bUSiness).
The way socialsumer culture make decisions and who influences their decisions has changed. People no longer make desicisions in isolation. In the Social World people turn to their network for recommendations, information and advice from trusted sources -- if you are not engageing your customers you are wasting your money.
People expect companies to be good at what they do; responsible in the way they do it; and help solve our bigger problems. The selling proposition changes because networks operate under a principle of "sell-through" not "sell-to".
A converging of the digital and physical