Yesterday I did a talk at the Social Media Forum 2011 in Brussels. It’s a topic that I’m interested in since 2006 or so, the time Hugh MacLeod started talking about “social objects”. You’ll find out why when you keep on reading.
I started the presentation with a quote from Mark Twain I had found only a day earlier:
“The two most important days in your life are the day you are born, and the day you find out why” (Mark Twain)
The reason for that was mainly that as usual in social media related conferences (or actually on many of the stuff that is written about it online as well) is around tactics, hardly ever about the reason why. One of the other speakers asked a question about whether you need to be active on social media or building your own web presence, I think he used the reference ‘fish where the fish are’ to reference social media. To stay in that analogy that is like saying you should either ‘fish where the fish are’ versus ‘making sure your fridge is at the best possible temperature’. In that idea the tactics we’re all focusing in so much is just the same as thinking about tricks to get the fish to hop in the fridge themselves… that’s a silly idea isn’t it?
Enough about fish already. When I think about Social Currency, I can only think of it as the most interesting thing possible in social. What do other have to say about it though? That’s what you can see on the first few slides. A lot of explanation etc, and I can only think NOPE (thank you Chuck Testa). Why do I think it’s more than that? There are 2 cases I used to prove my point.
First one: The Blue Monster. You can read about that on my blog as I’ve written about it several times before, it is that what I believe made Hugh start to talk about ‘social objects’. Explaining what it meant for him. He called it the hard currency of the internet:
“The interesting thing about the Social Object is the not the object itself, but the conversations that happen around them. The Blue Monster is a good example of this. It’s not the cartoon that’s interesting, it’s the conversations that happen around it that’s interesting.”
It was the Blue Monster that gave me, Steve and many other Microsoft colleagues a way into the tech community to talk about Microsoft and how we (as employees) were convinced something was changing on the inside. Only because people didn’t understand why we used the cartoon ourselves. The question to explain that created that window of opportunity.
A more recent example, the second one I used in my talk was the “Bikers” viral we made for Carlsberg 2-3 months ago. I haven’t talked about that video on my blog before, yet there’s a chance you have seen it – as did about 13 million people since launch. You have to see it first before I can further explain:
Apart from thinking it’s funny, what was the first idea on your mind? There’s a good chance it was something in the lines of ‘would I have done that?’. Carlsberg launched their new baseline recently: That calls for a Carlsberg. And with that also a new proposition. It’s about a ‘reward for a daily act of courage’. And this was our (first) answer to that. Notice that you didn’t just talk about it, you probably discussed about it. It’s almost a social experiment.
That’s what Social Currency is about, a way to create value. That’s also why I think it’s a better word than object. And, it’s not just about talk value, but about discussion value. Make stuff worth discussing. If you keen on doing this, you build Social Capital. And that’s fundamentally much more interesting than learning about a few (ever changing) tactics first.
Hope you like that, feel free to comment. You can find the (small) presentation up on Slideshare: