Tuesday, April 5, 2011

Cyborg Anthropology

Amber Case: We are all cyborgs now | Video on TED.com

That was my first reaction. But as I listened to Amber Case talk about her fascination with human connectivity--I started to make some connections of my own.

At any one time we have access to any of the number of people in our cell phone--we can stand on one side of the world, whisper something, and it can be heard on the other, she says. This ability doesn't just make the world a 'smaller' place, but it also makes us more human.

"We are co-creating each other all the time," says Case.

Does this apply to businesses as well? Absolutely it does. With the advancement of social media, businesses are being co-created by their clientele. In fact businesses start to take on their own 'second self.' An online presence becomes an interface that consumers interact with. Brands become more human, developing personalities.

And as a result, cohesive branding is now more important than ever. A business, when interacting with customers, needs to have a consistent personality that grows with its client base--not ahead of it. Social media allows businesses to create functioning relationships with consumers, but in order to prosper they need to build trust.

How does an entity, like a business, build a trust-based relationship with consumers?
This will be the focus of my next few entries. For now enjoy this video, and let me know what you think!