On 6th of September I gave a presentation on social technologies as new forms of participation to audience consisting of mainly marketing people in an event organized by Sanoma-Magazines Mikrobitti. Unfortunately for my international audience this presentation was in finnish, but an outline is available below.
I focused in my presentation on how storytelling and narratives provide a framework on how people make buying decisions. In this context, I explained why experience design and customer-centric innovation is important and how information/knowledge work driven by modern social technologies contribute to the final result.
One key insight for marketers and journalists was that peer-production perhaps enables great opportunities for crowdsourcing and opens new doors to untapped potential for creating better stories, but the fact is that we still need great storytellers. Wikipedia is a great resource, but neutral point of view can sometimes be very boring to read. We still need well researched, well designed, well narrated and well created artefacts.
These artefacts are and will be created by amateurs in compelling and authentic ways too. This provides everyone more freedom of choice, but certain artefacts require higher investments, denser networks and longer research cycles that only certain focused organizations have the reason and adequate resources to go through. My point is not to elaborate that experts will triumph amateurs when we are talking about high production values (because amateurs can also reach high production values collectively, as proven by projects like Elephants Dream), but that experts should use their time and resources for the most challenging tasks.
The role of marketers in the future is to get better at storytelling, conversation in the post-filter era and utilization of social technologies. The flip of the coin is design by committee, as illustrated in my video example in the end. Marketers and journalists are not necessarily the source for facts and news anymore, but rather the synthesizer of great stories… or great lies that consumers tell themselves, as Seth Godin would elaborate.
The presentation entitled “Sosiaalinen teknologia uutena osallistumisen muotona” is in finnish (~30min) and available below in different formats: