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3G Consultant Tomi T Ahonen book Communities Dominate Brands - about business impacts of bloggers, videogamers, cellular phone smartmobs
†††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† Business and Marketing Challenges for the 21st Century
Written by Tomi T Ahonen and Alan Moore
272 pages, hardcover
published by futuretext Ltd
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Executive Summary of the book, and the table of contents
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First Reviews are most positive. Read:
"The authors vividly illustrate the
rapidly growing power of digital communities with examples of
real cases where companies have achieved considerable business success by being creative
and engaging customers."
††††††††††††††††††††††††††††††††††† - Harry Drnec, Managing Director, Red Bull UK
"This book clearly identifies the
significant issues facing the audio-visual industry and the impact
these have on commercial broadcasting."
††††††††††††††††††††††††††††††††††† - John Ranelagh, Vice President TV 2 Norway
†† Former Commissioner of the ITC UK
FOREWORD by Stephen C Jones of Coca Cola is reproduced here below (after the "from back cover" section)
Excerpt from Chapter 9, Generation-C, is here, further below
NOTE - there will be more here shortly
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From back cover:
The emergent consumer. No longer alone, connected, empowered and armed to the teeth with information from the internet and the mobile phone, digitally connected consumers or brand polygamists or worse. How will your business survive the Community Generation? Can you build passionate brand advocates or will you face an overwhelming community out to destroy you?
Communities Dominate Brands covers changes altering business and industry worldwide with lessons from leading connected societies such as Finland, Korea, Japan, Hong Kong as well as the UK and USA. the authors explain community behaviour in gaming and virtual worlds, among bloggers and the ever growing herds swarming with the mobile/cellular phones.
Archaic business models are under threat by the new world order of the new digital economies. Raiders are after your customers like never before. Communities Dominate Brands discusses disruption, convergence, cannibalisation and new marketspace. The authors explain the business relevance of CANs, iPod, MMOGs, MVNOs, PVRs, SMS text messaging, VOD. This is the definitive business and marketing book, showing what businesses need to do to make money in the new digitally congerging environment.
Dominate through Engagement. Through the wholesale unbundling of the media audeinces are now learning the benefits of two-way flows of information. Traditional interruptive advertising, branding and marketing isn't working anymore. A new way of customer engagement is needed, and the authors provide over 50 examples and a dozen case studies by global brands such as Adidas, Apple, Audi, Boeing, Coca Cola, eBay, Ford, Google, Guiness, MTV, Nokia, Orange, Philips, Red Bull, Sony, Tesco, Vodafone, etc.
Fully indexed, impeccably researched with documented sources Communities Dominate Brands is a hands-on practical business handbook on how to adjust marketing to deal with communities. Defining the next generation of consumer, Gen-C, and intruducing such tools as the Alpha User, the 4 C's, and Reachability, the authors provide a competitive head-start to all who want to achieve customer loyalty and return business in the 21st century. The old way of doing business is over, the time of brands dictating and advdertising interrupting is now being overtaken by interractive community-oriented engagement marketing.
This is the business book to read now.
A few weeks ago I was visiting The Harvard Business School as a guest lecturer and during a break was sitting in Spangler Hall reviewing Tomi Ahonenís and Alan Mooreís powerful new book, Communities Dominate Brands when I looked up at the dozens of groups chatting away and wondered ďWhat the hell are these students going to do with this insight and opportunity. Should I even share it with them at the risk of blowing their finely tuned minds? Or maybe theyíll dive into their first post grad job determined to implement such bold directions.Ē So I shared some of Moore and Ahonenís thoughts later in the lecture hall. There wasnít one student who didnít believe that they were not a member of a virtual connected community. Soon weíll see what they do with it as leaders.
Five years ago, January 2000, I became Chief Marketing Officer of The Coca-Cola Company at the height of the dot com craze and fresh out of Japan where I had lived and worked for the previous six years. When I arrived in Japan there wasnít a cell phone to be found but a year later DoCoMo introduced them for the price of one yen (and a hefty monthly fee) and a few months later they had sixty percent penetration. Months later the Georgia Coffee team and DoCoMo introduced the Ďring tone down loadí concept using the famous Georgia Coffee jingle that took the country by storm. At about the same time internet use soared from a few after hours office workers to a national phenomenon. We played outside the traditional marketing box with some entry level internet marketing promotions which unintentionally started a dialogue with six million consumers! Wireless cellular technology and the internet forever changed the consumer and our approach to marketing in Japan. And it reshaped my own mental model of how to engage in a relationship with consumers.††††
As the new CMO facing an unprecedented period of change, I asked Anne Chambers, our resident enthusiast to search for best in class examples of the how others were engaging in what I had experienced in Japan, and surprisingly we found them either unaware or so fearful that they would lose control of the brand message that many had actually banned the use of the internet as a marketing tool. Only a few were experimenting but they were operating in the world of wireless technology. I had read some of Alanís material and found a sense of excitement that validated my own intuition that the virtual community I saw developing in Japan couldnít be stopped, mustnít be stopped. One of my closest advisors, Nick Donatiello, CEO of Odyssey, who was an early pioneer of internet research and a brilliant strategist, gave the best advice possible. ďJust jump into the dialogue. Letís see where it takes us.Ē
It is difficult to put a lens on a developing social trend moving as fast as Ďconnected communitiesí but Alan and Tomi have done that. Together they have made a rare and important breakthrough insight, have developed a credible hypothesis and backed it up with validated supporting points. This is not radical misinformed extremist hype. This work is an accurate description of the issue, the opportunity and the crisis confronting marketers if they donít cut loose the shackles of the traditional advertising agency and TV network model and explore the world of possibilities recommended by this book.
Move quickly but act thoughtfully, even slowly. You want to implement this without sending your organization into a tail spin. The traditional marketing company that wastes its investments solely on TV advertising is underpinned by bureaucratic values of safety, efficiency and control. The marketing group that embraces these insights and moves forward to implement them is underpinned by interdependent values of sharing, listening, equity rights, global harmony and synergy. Thatís a big leap. Tomi and Alan are not proposing a process tweak but a mindset shift, one that requires an evolution of values and a transfusion of talent. Their thinking is visionary. To succeed with his model you need to line up your organizations vision with the prerequisite values and talent. Do it. But do it thoughtfully so that everyone understands and believes the plot first. Youíll succeed with lightning speed if you do. You risk crashing and burning if you donít.
I am a believer in Alan and Tomiís insight and forecast. The consumer and their connected communities, selecting the products and brands that are engaged in the most relevant dialogue with them, is the center of any modern and sustainable marketing model. Wireless technology has enabled the consumer to review and reject much of the one way messaging they receive and resort the dialogue thatís relevant to fit the way they live. Experiencing a Coke or interacting with an enthusiastic Coke employee on line or in person has always been far more motivating than 30 seconds of anthemic brand worshipping. Itís not that TV and radio programs are irrelevant. Itís the lack of ability to develop a relationship with an ad that makes the medium a less viable marketing tool.
Books on business and marketing are launched weekly. Most are weak adaptations of other peopleís thoughts.† Some authors like Sergio Zyman, Seth Godin, Scott Bedbury, and Marc Gobe, have made bold and meaningful interpretations of contemporary opportunities and helped me to clarify a new advanced perspective on how to be a more successful marketer. Tomi and Alan have done that and with Communities Dominate Brands will end up shaping our thinking and approach for some time.
Stephen C Jones
EXCERPT FROM CHAPTER 9 - GENERATION-C
used with permission. Copyright futuretext Ltd, 2005
Chapter 9 - Ceneration-C
The Connected Community
After Douglas Copeland introduced the idea of Generation X, we have seen and read of many other newer Generations, some are of more merit than others. With the shift to the Connected Age we are now seeing a birth of a legitimate new generation, one which we call Generation-C. Others have talked of other Generation-C's. In our case we want to emphasize that the "C" in Gen-C stands for Community. Most of Gen-C are young, and they tend to be concentrated in the early-adopter mobile phone countries like Finland, Italy, Singapore etc. But Gen-C is appearing everywhere and as they are the young, by the end of this decade Gen-C will be the most attractive market for practically all goods, services and brands.
A††††††††† DEFINING GENERATION-C
Generation-C stands for the Community Generation. The defining and distinguishing characteristic for Gen-C is the continuous connection to and responding to digital communities. This is very different from any other communities. Even a die-hard 40 year old football fan of Chelsea may wear his colours every day and spend most of his free time with friends who are also fans. Yes, he is obviously a member of the Chelsea fan community. But when that Chelsea fan goes to visit his parents and suddenly gets into an argument, he is no longer a Chelsea community member. He probably will tell his Chelsea mates what happened, afterwards, next day at the pub. The difference is that a Gen-C member carries his/her community in the pocket and accesses that community at all times. Thus the young Gen-C member would share the anger and frustration of the argument with parents, within the next few minutes, via a text message to close friends.
The community in your pocket
This illustrates the clearest outward sign of Gen-C. The only current tool that allows continuous connectedness at all hours and regardless of location, is the mobile phone. Thus one of the primary connection methods for Gen-C is the mobile phone. It is not necessarily the only digital network or means to connect with communities, as Gen-C tend to be very active on many communication networks. They easily use IM Instant Messaging, play networked videogames, actively surf the fixed Internet, use e-mail, and may well be involved in blogging. But these are ancilliary connection methods. The personal and primary connection tool for Gen-C is the mobile phone.
Generation-C is a very young generation today. But just being young is not enough to be a member of Gen-C. Gen-C is characterised by using mobile phone communities. Why is this distinction so relevant. Because as we explained in defining the transition from the Networked Age to the Connected Age, only communities on the mobile phone are truly immediate and completely personal.
Lets be very clear about this. On any other network the community needs to seek access to become connected at some time. For example you might have access to your e-mail right now, but not all members of your community are at their e-mail devices at the same time. You may want to join in an IM Instant Messaging discussion, or to have a discussion in a chat room, but these can only take place if the other person is by chance or plan, also connected now. All other digital networking technologies have availability issues, if not at your end, then at the other end. Only the mobile phone will allow connections at all times. Even if the other person is sleeping, at the moment of wake-up, the mobile phone is there to show your text message, as the first greeting long before logging onto e-mail or the Internet.
Members of Generation-C will regularly, on a daily basis, consult with friends and colleagues from their various communities. To do so, they have to have continous access to their network. They must be "always-on" and only the mobile phone allows this.
Being part of Generation-C
There are several signs of whether one is part of Gen-C. Obviously the first need is an addiction to the mobile phone. Is the mobile phone a critically vital tool always for you. Already in Asia according to a Siemens study in December 2003 of mobile phone users in seven countries, over half of all Asians will return home to retrieve it if they left home without their mobile phone.
A second sign is the responsiveness to phone calls. Most older people tend to be troubled when their mobile phone rings, and feel the strong urge to answer the phone when it rings. Members of Gen-C do not feel obligated to answer a ringing phone, not even their own, and not even if it is their best friend calling. Gen-C can be not busy, see a good friend calling, and choose not to answer the phone at that time. Gen-C will manage the networks and communities, and return the attempt at contact when he/she feels like it.
A third sign is voice mail. If you leave voice mail messages, you are too old to be Gen-C. Gen-C will never remain on the line to listen to a voice mail announcement, and then leave a message. Gen-C will immediately hang up, and if necessary, will send an SMS text message instead.
Another test is the consumption of content or services on the mobile phone. Gen-C will know how to download content, be it a ringing tone or a logo or image, or news or entertainment clips etc.
Perhaps the most distinguishing test is how familiar one is with text messaging. Those in Gen-C will send several messages per day, and this can easily average over ten messages per day. How apt is the user in keying messages. Those truly of Gen-C can type out messages blind, literally. In other words they can type messages with the phone held out of sight, under the table, or behind their back, or with the phone in their pocket. They can take the phone from its locked position, seek the good friend's number from the phone book, and compose a long message, and complete the message and send it exactly as intended. Without error. And no, this is not using predictive text. Predictive is definitely the crutch for us older generations attempting to keep up with the young.
Text messaging has several other Gen-C signs. They can be carrying on a voice conversation, and send an SMS text message while carrying on the voice conversation. Gen-C is totally comfortable sending messages to someone in the same room. And all romances by members of Gen-C involve a daily SMS text message in both directions. If there is no message today, the romance is in trouble.
What age is Gen-C
Members of Gen-C are obviously mostly young. Gen-C started to form first in Scandinavia as ever younger teenagers received mobile phones in the late 1990s - today all over the age of 11 have mobile phones. Finland, both with the highest mobile phone penetrations of the time, and the fastest adoption of SMS text messaging in 1998, 1999 and 2000 discovered the changes in behaviour. Sweden, Norway, Denmark and Iceland followed, exhibiting similar patterns within a matter of months. Similar trends also in very short succession were seen in youth populations of Portugal, Italy, Hong Kong, Singapore, Taiwan, Israel, Austria. In these countries today Gen-C covers essentially the whole population between 12 years and 25 years of age.
In 2005 we find most countries where mobile phone penetrations are above 85% will have most of the population between the 14 to 24 years of age exhibiting Gen-C behaviour and traits. This group of countries is most of Western Europe and Central Europe and many parts of advanced Asia. Even laggard countries like the USA, Canada and Australia have already a sizeable Gen-C population, that of most of the young population between the ages of 16 - 22. A rough estimate of the global size of Gen-C at the end of 2004 is about 30 million teenagers and young adults. That will double by the end of 2005.
Gen-C rapidly growing
In each country the Community Generation will continue to grow. In every case, once a member of society becomes part of Gen-C, there is no going back. The change is irreversible. Thus Gen-C will naturally grow with the aging of the population. But there is also a curious "age creep" phenomenon. Gen-C tends to try to influence those slightly older than themselves, to bring them to the Connected Age. Thus young members of a team at the office will teach older ones how to use SMS text messaging, etc. Students in school will bring the innovations to their teachers, starting with the younger and hipper of the teachers, and gradually moving up. Also in families, children will teach their parents. Age creep will not convert the whole population, but probably adds something like one year of age at the top limit... (continued)
(read more in Chapter 9 of the book Communities Dominate Brands)
Communities Dominate Brands
Business and marketing challenges for the 21st century
Tomi T Ahonen and Alan Moore
(about 270 pages, hardcover, Futuretext Ltd, March 2005)
Communities Dominate Brands: Business and marketing challenges for the 21st century is a book about how the new phenomenon of digitally connected communities are emerging as a force to counterbalance the power of the big brands and advertising.
The book examines how branding, marketing and advertising are going through a radical change in this decade, as consumers learn to pool their market power and peer-group opinions. The book discusses how disruptive effects of digitalisation and connectedness to result in a dramatic revolution in how businesses interact with their customers, moving from interruptive advertising and one-directional mass marketing activities to interactive engagement marketing and community based communications.
Communities Dominate Brands addresses its topic from a marketing (including advertising and branding) perspective, looking at the various disruptive effects already witnessed with the mass market media and consumer technologies, coupling those with modern marketing theories especially those of focusing on the customer and targetting.† The digitalisation results in a fragmentation of consumer attention. The book examines customer behaviour how it now is evolving rapidly as consumers adopt and adapt to high technology communication devices.
The book discusses the roles of such recent phenomena as virtual environments and massively multiplayer games, blogging and mobile blogging, and mobile phone based swarming. The book introduces a new generation of consumers called Generation-C for Community. The book also discusses such new concepts as the Connected Age, Reachability, the Four C's, Alpha Users, and explains how Communities emerge as a new force into the traditional communication model.
Combining the digital trends, modern management theories, and emerging new customer behaviour, the book arrives to its conclusion, that traditional marketing methods are increasingly ineffective and even becoming counterproductive. The power of the brands and the abuses by marketing have created a vacuum for a counterbalance, and digitally connected communities, especially the always-on connectedness of those on mobile phone networks, are emerging as the counterforce to redress the balance. The power of smart mobs, connected by mobile phones, will allow immediate and massive reactions to marketing excesses, and these connected communities will soon find their role as the natural counterbalance against the power of the brands. The way a business can and must interact with the powerful new communities is through engagement marketing, by enticing the communities to interact with the brands.
The hardcover book is 270 pages in length, with about 50 illustrations and with about 50 real business examples from around the world and from a wide range of industries. The book also includes a dozen case studies illustrating the specific issues discussed.
Listing of Chapters / with main subheadings:
Communities Dominate Brands
by Tomi T Ahonen & Alan Moore
Futuretext Ltd, 2005, 270 pages
Foreword by Stephen C Jones
Table of Contents
2††††††††† Society changing
††††††††††† automobiles, search, locks, shoes, TV, text messaging
††††††††††† values changing
††††††††††† healthy cynicism
††††††††††† digitally empowered activism
††††††††††† mobile cultures
††††††††††† Case - Transistor proeject
3††††††††† Business entities transforming
††††††††††† TV, music, airlines, sports, newspapers, telecoms
††††††††††† music moves online
††††††††††† create marketspace
††††††††††† newspapers into the abyss
††††††††††† selected other trends
††††††††††† Case - Apple i-Tunes
4††††††††† Services and products fragmenting
††††††††††† cameras, music, movies, newsmedia, airlines, cosmetics
††††††††††† speed of change
††††††††††† market effects
††††††††††† customer changing
††††††††††† Case - Guiness Visitor Centre
5††††††††† The emerging virtual economy
††††††††††† virtual worlds, video gaming, search, ratings, e-Commerce
††††††††††† virtual pets
††††††††††† virtual worlds
††††††††††† cheating wins
††††††††††† virtual marketplaces
††††††††††† Case - Habbo Hotel
6††††††††† Delivery channels splintering
††††††††††† newsagents, department stores, video rental, internet, TV
††††††††††† splinter and converge
††††††††††† retraining retail
††††††††††† rethinking context
††††††††††† rebel network
††††††††††† the future of TV
††††††††††† Case - SMS to TV chat
††††††††††† automobiles, newsmedia, sports, festivals, politics
††††††††††† blogging for beginners
††††††††††† truth police
††††††††††† blogs and TV
††††††††††† business and blogs
††††††††††† Case - Kryptonite
8††††††††† Customers changing
††††††††††† education, texting, TV, books, gaming, art, restaurants
††††††††††† newly independent customer
††††††††††† crave entertainment
††††††††††† want to participate
††††††††††† how to group customers
††††††††††† new concepts of loyalty
††††††††††† Case - Oh My News
††††††††††† text messaging, fashion, gaming, politics, dating, telecoms
††††††††††† definining Generation-C
††††††††††† generation text
††††††††††† personal atrributes of Gen-C
††††††††††† communities of the community generation
††††††††††† are not like their parents
††††††††††† Case - Star Text
10††††††† Advertising in crisis
††††††††††† television, advertising, music, movies
††††††††††† industry in crisis
††††††††††† TV advertising changing
††††††††††† TV ad economics
††††††††††† call for creativity
††††††††††† Case - Tango soft drinks
11††††††† Branding losing its power
††††††††††† television, soft drinks, music, retail, movies, automobiles
††††††††††† branding in crisis
††††††††††† branding changing too
††††††††††† lost at sea without a compass
††††††††††† the truth, you can't handle the truth
††††††††††† Case - Thomas Cook TV
12††††††† Emergence of the community
††††††††††† music, telecoms, politics, dating, shoes
††††††††††† connected age
††††††††††† smart mobs
††††††††††† The Four C's
††††††††††† power of community
††††††††††† Case - Howies
13††††††† Communities dominate brands
††††††††††† newsmedia, automobiles, tourist guides, IT, wineries
††††††††††† slow death of branding and advertising
††††††††††† communities self-generating
††††††††††† from sermon to discussion
††††††††††† communication model revised
††††††††††† power of co-creation
††††††††††† harnessing community power
††††††††††† Case - Twins Mobile Music Service
14††††††† From disruption to engagement
††††††††††† TV, e-Business, aerospace, electronics, music
††††††††††† end of interruption
††††††††††† enter engagement
††††††††††† recruit your evangelists
††††††††††† engagement is invevitable
††††††††††† a profession disintermediated
††††††††††† Case - Orange bicycles
15††††††† What next?
About the Authors
Other books by Ahonen
About the Authors:
Tomi T Ahonen is an author and independent consultant at TomiAhonen.com based in the UK
Alan Moore is the CEO and President of SLMLX the Engagement Marketing specialist firm in the UK
YOU CAN ORDER THE BOOK NOW AND HAVE IT BEFORE ANYONE ELSE
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relating to the book. Visit the blogsite at this link†† [blogsite for Dominate]
SMLXL website is here† [Link to SMLXL]
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Community book by Ahonen & Moore, Digital book by Ahonen & Moore, Blogging book by Ahonen & Moore, Engagement Marketing book by Ahonen & Moore , Swarming book by Ahonen & Moore, Mobile Internet book by Ahonen & Moore, Wireless Internet book by Ahonen & Moore, Cellular Internet book by Ahonen & Moore, Mobile web book by Ahonen & Moore, Wireless web book by Ahonen & Moore, Cellular web book by Ahonen & Moore
Mobile services book by Ahonen & Moore, Telecoms services book by Ahonen & Moore, MMOG book by Ahonen & Moore, Gaming book by Ahonen & Moore, Advertising book by Ahonen & Moore, Mobile Advertising book by Ahonen & Moore, Wireless Advertising book by Ahonen & Moore, Internet book by Ahonen & Moore, Marketing book by Ahonen & Moore, Branding book by Ahonen & Moore, Interruptive Advertising book by Ahonen & Moore
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Early Adopters book by Ahonen & Moore, Alpha Users book by Ahonen & Moore, Communities book by Ahonen & Moore, Community book by Ahonen & Moore, Community power book by Ahonen & Moore, Smart mobs book by Ahonen & Moore, Swarming book by Ahonen & Moore, Blogosphere book by Ahonen & Moore, blogger power book by Ahonen & Moore, Blogger business book by Ahonen & Moore, Blog community power book by Ahonen & Moore
Viral marketing book by Ahonen & Moore, Connected Age book by Ahonen & Moore, Beyond the networked age book by Ahonen & Moore, Generation-C book by Ahonen & Moore, Gen-C book by Ahonen & Moore, Generation-Connected is Gen-Community book by Ahonen & Moore, Generation-Cellular is Gen-Community book by Ahonen & Moore, Gen-X to Gen-C for community book by Ahonen & Moore, Dominate book by Ahonen & Moore, Discontinuity business book by Ahonen & Moore, Digital convergence book by Ahonen & Moore
Mobile cultures book by Ahonen & Moore, Digital gatekeeper book by Ahonen & Moore, Digitalisation book by Ahonen & Moore, Digitisation book by Ahonen & Moore, Digitalization book by Ahonen & Moore, Music and digital communities book by Ahonen & Moore, TV and digital communities book by Ahonen & Moore, media and digital communities book by Ahonen & Moore, iPod business book by Ahonen & Moore, Disintermediation book by Ahonen & Moore
Marketspace book by Ahonen & Moore, Differentiation book by Ahonen & Moore, Digital Fragmentation book by Ahonen & Moore, Virtual economy business book by Ahonen & Moore, Digital delivery channels book by Ahonen & Moore, Convergence and divergence business book by Ahonen & Moore, Reporting and blogging book by Ahonen & Moore, media and blogging book by Ahonen & Moore, Branding and blogging book by Ahonen & Moore, brand polygamists book by Ahonen & Moore
Co-creation book by Ahonen & Moore, activating consumers book by Ahonen & Moore, customer empowerment book by Ahonen & Moore, Product evangelists book by Ahonen & Moore, Alpha users book by Ahonen & Moore, Influencers book by Ahonen & Moore