Disruptive technology delivers products which should not be compulsory technological products but just completely new products, breaking into the scene of new markets, being the turning point of life styles and practices.
Precisely, companies engaging in disruptive technology, are able to investigate these new markets and capture the niche of customers who are expecting and are in need of that disruptive technology. (source: The Innovator’s Dilemma, Christensen, Clayton M.).
From that point on, that technology has great possibilities to succeed in the case that the owner company is able to understand the laws which rule that technology and apply them.
Think about how many attempts at flight human beings made and how many times they died before being able to fly in airplanes transporting people and wares at high speed as is the case nowadays. Actually we had to understand the laws underneath, such as the law of gravity, in order to succeed in that disruptive technology (source: The Innovator’s Dilemma, Christensen, Clayton M.).
In addition to that understanding the kind of processes and practices to apply to the technology is essential. According to that small companies would have many more possibilities to succeed than big companies which would move as clumsily as elephants on disruptive technologies and as lightly as a butterfly on sustaining technologies which are existing products.
The reason for that is that big companies have developed efficient management, processes and practices and know their market of sustaining technologies to such an extent that they can easily measure their R.O.I.
On the other hand all these structured processes and practices do not find any application in disruptive technologies which need flexibility and cannot grow in existing measurable markets but in new explorable markets.
Given that, small companies actually have an intrinsic capability of developing and complying with disruptive technologies, evolving themselves together with the technology and the new markets, adapting to the new customers who are floating in a changeable state for a non determinable time.
Even better, customers’ behavior is going to be ever and ever changing. So technologies which will adapt constantly to the customers who will win.
Social media are that kind of disruptive technologies which are supposed to win more than others because of their complete adherence to customer interests. Actually, social media are made by people, by users.
The tools social media offers to users are meant to meet users’ needs for first hand information, interactivity, engagement, aggregation and further.
Several kinds of businesses are starting to be involved in social media because of that. E-commerce websites themselves are adapting their sales processes by involving users in the sales through web tools which let them discuss and rating products and retailers.
Apart from that, companies are wondering how to measure their investment on social media and are finding often no answers and results which can be comparable to those provided by investments on sustaining technologies.
In fact, social media are filling the gap in markets which have not been investigated so far and that makes Return On Investment far from being measured and analysed in the same ways as it is possible for sustaining technology.
Last but not least Social Media slips out steady rules and measurements because of the interactive nature it is made of which drawns a flexible and chameleon-like shape.
Nevertheless, measurements can be made.
It is all a matter of evolving the standard analysis methods and upgrading them to a flexible level much better at adapting to customers’ fickle behaviors.
Social Media triggers sales and revenue by driving an increase in reputation, notoriety, reciprocity, sense of efficacy, attachment to and need for a group.
After engaging in Social Media, website visits and social mentions multiply and revenues start slightly or considerably being boosted.
These impacts can be measured by crossing web statistics and revenue before and after Social Media campaigns.
The Italian Tv program “Vieni via con me” (“Come away with me”) on channel Rai 3 has unfortunately come to an end. Four installments were planned and four extremely successful installments have been then released.
The format of the program was made up of lists read by common or famous people, in any case significant for that list. For example the list of things that Piero Grasso… Continue reading
Italian television went through a dark time in the latest years: realities, school of dance, half or fully naked women, fake television news and so on. That coincided with my move abroad and it made me stop watching Italian television (made exception of an independent program called Report) and start watching a world of foreigner television programs. Even the Swiss television, which is a little boring to be honest, looked… Continue reading
Get ready for the next Social Media Apero in Basel is on 12th of October 2010.The topic to discuss about is “The Web is dead” as titles the cover of the Magazine Wired in September 2010. Join us at Kohlmanns in the hearth of Basel, Steinenberg 14 (Barfüsserplatz) on Tuesday 12th of October at 18:30.Have a look at the event on Facebook and Xing
Get ready for the next Social Media Apero in Basel is on 12th of October 2010.The topic to discuss about is “The Web is dead” as titles the cover of the Magazine Wired in September 2010. Join us at Kohlmanns in the hearth of Basel, Steinenberg 14 (Barfüsserplatz).
The second social media apero is over and we are getting ready for the third social media apero. To get a better understanding about the format of the event you can have a look at the latest Social Media Apero video interviews gallery.
Worn out about sticking on your laptop? Don’t pass up the chance to meet the international social media crew in Basel.