We’re At The Very Start Of Something Very Interesting
I’ll allow the good folks at The New York Times do the talking here, but you should do the reading of this article because the business of “focus group testing” is about to go the way of the Victrola.
Specifically, companies have started monitoring Twitter and other social media platforms to gauge public sentiment about specific topics. Companies are buying this information and putting it to use.
And it is a good thing.
Of course, it’s all preliminary, the science isn’t rock-solid yet, and there will be more platforms and complexities to add to the mix. But the notion that companies can listen and act does represent something quite exciting for marketing and promotions and product development (and public safety).
Greyworld is a remarkable agency, founded in Paris and created to enliven public spaces everywhere. Talk about being at the end of the dog’s tail.
Still, their work is shimmering for not only it’s imagination but the technical excellence that goes into it.
Take “The Source,“ installed at the London Stock Exchange in 2004, pictured at right. According to the agency, “The Source is formed from a grid of cables arranged in a square, 162 cables in all, reaching eight stories to the glass roof. Nine spheres are mounted on each cable and are free to move independently up and down its length.“ The software that operates the motion runs on Python, making it wickedly stable. I can testify from personal experience, the result is quite breathtaking.
So, here’s the reason why we’re sharing this with you…do you believe that mere displays - with no other functional use - can be valuable to a company or brand? Take the concept of “The Source” and transfer it to something on your web site, or something your brand might sponsor in a public square for public consumption. Even in this economy…is creating an arresting visual experience for your brand a bad thing?
“If you continue to just jump in the air every time your phone rings or pounce on those buttons every time you get an instant message, that’s not the machine’s fault. That’s your fault.“
I’ll be brief because the article is not. About a month ago New York Magazine ran a remarkable article entitled In Defense of Distraction. It is a remarkable piece because it addresses a lot of the issues that we here at SISU face when discussing digital media and social media with our clients: “Who has time for all this stuff?“
The answer is, we all do. We are all training ourselves every day to multitask. If you think about it, it’s overwhelming. But if you don’t think about it, it’s automatic.
Read it. Actually, you might have to print it out and keep it by the toilet so that you can absorb it in peace and quiet…
