Paul White

Scanners: Can you drown out the pull of community recommendations?

I’ve noticed a trend – a real incarnation of the soothsaying visionaries of Hollywood’s yesteryear. Not Light Sabers (disappointingly yet) or particle transportation (when will we actually get this for goodness sake?)… Instead, cast yourselves (or your IMDB research if you’re < 30ish) back to 1981.

The central theme to this post is a classic, videotape movie – ‘Scanners’. In this B-list horror flick, 273 of the 4 billion humans on Earth were adorned with super telepathic-type powers – able to hear the thoughts of others around them.  Sounds cool to a teenager; many mischievous ideas crossed my mind at the time, and I thought it might be an even cooler power than being invisible at one stage.

However, as the director (David Cronenberg, apparently) helped us look deeper – like most super-‘hero’ stories, this was not a great weapon that was without its baggage… In fact, the gifted ones were tragically cursed. They couldn’t get the ‘noise’ out of their heads!!

Some tried drilling into their own heads, which was a little bit stupid, let’s be honest.  Gift? Curse? Better than being invisible? The real problem was the indiscriminant volume of data they were exposed to; they couldn’t filter or make use of it in any meaningful way.  It completely consumed their consciousness and drove them to complete distraction, and eventually madness! So much noise, so little useful information.

Having taken inspiration from this film, lately I have turned Scanner.  Not, like a really powerful one, just entry-level really.

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Marketing Team

Can your community be worth more than your product?

Some products and services have die hard communities associated with them. Aussie gearheads define themselves as Ford guys or GM guys. Harley Davidson owners buy into a culture with decades of heritage and one of the largest owner’s clubs in the world. They talk about the “feel” and “personality” their bikes have that no other brand does. The point is these people buy into the culture as much as they do to the product. In a lot of cases, the product has obvious deficiencies any sane person would run from. Apple owners would never give up their iPhone for an Android phone, but it’s taken four generations for the Jobs phone to implement basic features many other phones have had for years.

No-one doubts brand power, it’s a well established tenet of marketing. What’s becoming more clear is that technology is beginning to expose what much of that brand power really is: community. Individuals communicating with each other to produce a collective chorus which drowns out any dissenting noise.

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Marketing Team

Saving Yourself a PR Nightmare with SCRM

With the recent release of our socially-focused CRM product, Ciboodle Crowd, I’ve been thinking about PR, social media guidelines, and where various technologies that I use fits within this structure.  Given recent nightmarish headlines from the likes of Nestlé and now a senior CNN editor, it seems that corporate social media policies are growing in debate and complexity.

As an organization, how can you prevent such a debacle or at least mitigate your risk?

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