How many on mainstreet are engaged?
Posted by Fred Zimny
Always nice to consider how many people are really involved in trends, hypes and buzzwords. This archived post from Jack Vinson made (and still makes) clear to me that many discussions not yet deal with main street. (A thing I always find remarkable walking in shopping malls, hypermarkets and these kind of crowded shopping things).
Anyway being engaged for now 22 years, I only can say it is still a lot of fun!
Through a tortured path, I came to July 2008 Gartner analysis of future trends, specifically on the future of work and “Generation Virtual.” Gartner Says Enterprises Must Create Separate Marketing Strategies for Generation Virtual.
Gartner has identified four levels of engagement within Generation V, addressing both the extent to which customers will engage with other customers, as well as the level of engagement needed from businesses to enable the community. The four levels of engagement include: creators, contributors, opportunists, and lurkers.
Anyone who has been following communities knows this set of terms or variations, such as the 1% Rule of participation.
This report seems to be an extension of that to the “generation” of people who prefer to operate online and virtually, regardless of age (and gender, geography, demographic). I wonder if the research is suggesting that the numbers are beginning to tilt towards the Creators and Contributors. A quick glance at the numbers doesn’t look like anything particularly new in that regard. Although I do note a useful distinction between the (regular) contributors and those who contribute more opportunistically.
I particularly like this graphic that Marketing Charts has pulled from the report in connection with their link to the article. While the 2×2 format may not completely fit, I like the additional suggestions on what it means to be a Creator, Contributor, Opportunist or Lurker:
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About Fred ZimnyLeadership in service design, service management, marketing and innovation. Contact me via http://nl.linkedin.com/in/fredzimny
Posted on 2009/08/16, in Front Office and Customer Service Operations, Knowledge management, Performance management, Social CRM and social business and tagged Business, Change, Front Office and Customer Service Operations, Knowledge management, Performance management, Jack Vinson, Leadership, Making sense of leadership, Sabrina Jung, Social CRM and social business, Transition, trend, Trends, Vision, visionaries, vision things, trends, Ways of Seeing. Bookmark the permalink. 2 Comments.