Detroit Still Has A Long Way To Go

Recently Men’s Health posted the Top 100 Socially Networked Cities in the U.S. There were a few surprises, especially with some cities that I expected to see in the top 10 (Chicago #39, New York #53).  There was also a little disappointment to see Detroit ranked #94 in the study and listed under “least socially networked.”  Yes, I know it’s ridiculous to put any weight in a study like this however, it did make me realize that the place I call home has a long way to go.  I sometimes forget that not everyone uses Foursquare or Gowalla to check in.  People I know still don’t get Twitter.  What is Instagram?  Tumblr…huh?  I think you get the idea.

This ranking goes further than being socially networked.  It goes further than the many entrepreneurs I know that are determined to open up shop in the city and look for their opportunities to make a difference Detroit’s rebirth.  What is going to actually make a difference?  I think it has to be the adoption of not just the social tools I mentioned earlier, but also the adoption of the technologies that are available today by the large corporations in the area.

Look at what Ford has done in the social space.  They are leveraging the tools.  They have created a personality behind the blue oval.  They are developing vehicles that leverage the new connected customer and making the car more than just a car.  Don’t blink.  Now they are looking to the cloud.

The biggest thing that we can do as “socially connected” people is educate.  We have a network that we should leverage and begin to find ways to teach others.  The biggest asset we have is not a particular product or service.  It’s actually our intellectual property and what we know about technology and the web that we must share.

I still see companies trying things they’ve always done before.  Marketing has changed.  PR has changed.  Sales has changed.  Customer service has changed.  All because of the web and the social tools at our disposal.  I’m not suggesting the web is the cure for everything (but it’s close!).  What I am suggesting is that the web has now become more of an integral part of how people and companies do business in the world today.  The “traditional” methods of doing business are now historical methods.  The “future” technologies are now current technologies.

It’s time to educate so Detroit can move up from least socially networked to one of the top socially networked cities.  What are you doing to teach others?  Start by inviting them to 2 upcoming events this April…Ignite Detroit on April 14th and Future Midwest on April 28-29.  After that, do something with the knowledge you’ll gain and the connections you’ll make.  #makeithappen

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Get Glue…evolving the “check in”?

Location based services have been the talk of the tech community over the last year.  Foursquare, Gowalla and now Facebook Places are being adopted and used more as people get into the game.  People share their location in their Facebook profile or their Twitter stream and it’s provided another avenue for people to connect and make comments.

What I think is yet to be solved is how marketers can leverage these services to get their brands in front of people who might share some information with their networks.  This answer might be coming soon now that Get Glue has jumped into the “check in” scene.  At a high level, Get Glue allows users to “check in” to their leisure activities:

  • Watching a TV Show
  • Listening to Music
  • Reading a Book
  • Watching a Movie
  • Playing a Video Game
  • Thinking about a Topic
  • Chatting about a Celebrity
  • Drinking Wine

Now where I think brands can play is in any of the “paid media” activities like TV, Music, Movies, Games or Music.  Imagine a brand, Chevrolet for example, developing a promotion that encourages viewers to check in to the show, Glee, and watch it in it’s entirety INCLUDING the commercials for its brand?  I think there is still undiscovered opportunity here that might allow brands to get something for the millions in media dollars they spend each year.

When I watched the Super Bowl last year, I paid close attention to my Twitter stream when the commercials aired.  It was amazing to see the other game that was going on…rating the commercials.  Could Get Glue be a tool that advertisers could leverage as they continue to look for new ways get in front of consumers?  I guess we’ll find out when the first advertiser gives it a shot.

What do you think?  Would you use it?

For a great blog post about Get Glue, CLICK HERE to read Richard MacManus’ (from Read Write Web) interview with Get Glue founder, Alex Iskold.

More Future Midwest 2010

If you are at all interested in “what’s next” in the social web, then you have to begin to investigate tools like Foursquare, Gowalla, and Brightkite.  These location based technologies provide an INFINITE amount of data that can be analyzed and used to connect with consumers.  The video (from Simple Geo Inc.) below was presented by Ken Burbary (@kenburbary) on Saturday of Future Midwest 2010.  It visually shows all “check ins” from this year’s SXSW in Austin, TX.

More to come.  In the meantime, this was eye opening for me and how data and analytics can provide the framework for a strategic social web strategy.