The Collaborative Economy: 2014 Hot Topic and Trend
As marketers, there are three questions that we should be asking ourselves relative to the Collaborative Economy:
How does it impact my customers, products, services, distribution and pricing model?
Within my organization, how do I develop a greater awareness for collaboration and sharing?
If Brand = Crowd & Co, then how do I maintain control over my brand?
Next year, we will see the Collaborative Economy concept, or ideal, shift from being mostly a niche, male-dominated topic associated with Silicon Valley programmers to a mainstream topic that marketers and brands will be discussing — and looking for ways to address. Social listening indicates that men comprise double the percentage of women discussing the Collaborative Economy right now, but this is starting to change.
And just as we see women become more involved, we will also see new jobs arise, such as the “Chief Collaboration Officer” as companies introduce “Collaboration Departments” to work in tandem with marketing departments. Imagine your brand’s social media has a “collaborate” button next to “shares” and “likes.” If this were the case, social collaboration could trump social engagement.