Thursday, September 28, 2006

From 3Cs to 4Cs

We hear a lot about 3C websites - Content, Community and Commerce.
Communities Dominates Brands (see recommended blogs), discusses 4C solutions: Community, Commerce, Connectedness and Culture.
Oh blimey!
We can simplify this a bit for our purposes: Culture=Content.
However the emphasis on Culture suggests content emerging from the community much more than being broadcast to it.
The connectedness element is all about the way emerging communities are constantly connected through their mobiles. They are able to share, by 'word of mouth', in an extremely fast and powerful way. Flashmobbing is just one example - where large numbers of people are inspired to act swiftly and together.
Successful business models will have to combine the four and allow and celebrate their overlapping - the community creating the culture; the culture dictating our commercial practices, commercial offerings arrived at through community consent; the culture can become a commercial offering etc etc.
These four areas are converging and where they come together you have a business which delivers exactly what its community wants, in the way it wants, in the context it wants.
It won't just fit them really well, it will be the result of their own interaction and labours - it will be them.
And they will be the best marketing for it you ever dreamt of.

Or am I just talking cobblers? Tell me so below. Or have a think about the ways we could strive to create a 4C sweetspot?

The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?