Great example of how the community will dominate your brand. This critique of Sony's refusal to listen re the PS3 has now scored more than 1million views and 7000+ comments on YouTube.
As noted on the Social Customer Manifesto (see recommended blogs)
The further ahead you look - the faster you go | davidpcushman AT gmail.com | These are my views and my views only.
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FasterFuture.blogspot.com
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?
Hmmm. I think the assertion that communities will 'dominate' brands, and this is an example of such is a bit overextrapolated. At the moment PS3 is at a very early point in its lifecycle - it has 5-10 years of longevity. The opinion here cited is that of the ultra-enthusiast - which does not account for the 50m user marketplace Sony is targeting. The reason why it is not selling in huge numbers is the time of year and the market entry price point, plus the lack of hot launch titles. The pricepoint is a direct result of including the blu-ray disc player, a very bold and strategic move for reasons beyond the gamer market. None of these factors are a result of 'refusing to listen to the community'. In fact, it highlights the weakness of communities based on opinion rather than expertise - are these console fanboys capable of designing chips, or running hardware assembly businesses? We will be able to judge whether PS3 has been a failure only after 2-3 years. PS2 sold 50 million units and Ken Kutaragi was then hailed by the enthusiast community as a genius. Now he's apparently a failure. I get the point, but I think its oversimplified.
ReplyDeleteThanks for commenting Gus. Very welcome.
ReplyDeleteAn ultra-enthusiast clearly wrote the song - but it's being viewed - and critically - shared by many people outside of that category.
The community view of this - and the marketing message it is collaborating in creating and sharing - I believe, is increasingly holding more sway than all the bucks Sony can throw at traditional marketing.
You're right to say we have to wait and see which side wins the battle here. But the fact that there's a battle at all is interesting and representative of a shifting landscape.
I'd find it useful to know if there is as much engaged community-generated marketing for the pro PS3 message?
Any examples? Please post links.