Bring in the behavioural experts
Adrain Ho writes on the Zeus Jones blog on how we need to use less software engineering and more human behavourial understanding when building the new kinds of web platforms for brands. It is far easier, he thinks, to build an interface around which a community can develop, than it is to develop the ideas which will inspire and motivate a community’s members. Adrian’s post links into Ana Andjelic’s thinking around this topic, where she discusses the future of campaign vs platform approach. Where campaigns are shortlived, versus platforms go on and on. Or in this wonderful analogy, where advertising is compared to fireworks, and social media is akin to building a bonfire. Watch Adrian Ho speak on Social Media here.