Our day is populated with up-to-the-second news of what president-elect Trump will do next. This timely case study does raise the question…as powerful as social media is today in our private and business lives, what does the future hold for this platform? Before I look to the future let’s briefly look back. In my youth the word “social” meant going outside to play hide and seek with my friends.  In  my 20’s “connected” meant you owned a thing called a “Portable Bag Cell Phone” which weighed 8 to 10 lbs and was an affordable alternative (at $1800) to the “flip phone” which retailed for nearly $3,500. For Star Trek fans the flip was almost a must have! Then came the internet as we know it today and the mainstream platforms of digital connection were exemplified by email and blogging. Fast forward to Feb.4, 2004: Mark Zuckerberg launched Facebook in his Harvard University dorm room. At present the business, marketing and political landscape looks bright. But what does the crystal ball say?

DeWALT Inc. is a leading worldwide consumer power tool company, founded in 1924 and acquired by Stanley Black & Decker in 1960. Currently, DeWALT manufactures and sells more than 200 different power hand-tools and 800 accessories. (Wikipedia, 2016). When DeWALT became a customer of Canadian company Vision Critical Communications Inc., an online Insight Community was launched and it would forever change how they develop and design their products.  

In Spring of 1998 after recently being fired from a brewery, three friends set out on a canoe trip.  That canoe trip would lead to a campfire conversation that would change all of their lives. Greg Taylor, Cam Heaps and Greg Cromwell “The Three Fired Guys” wanted to make a Pilsner that would compete with the best in the world. They did just that! Their brewery is named Steam Whistle, drawing from the inspirational sounds of steam rushing from factory whistles, signalling the end of a fulfilling workday and a time for personal reward.1 The Three Fired Guys built their company with a retro feel, when marketing of goods relied on the trust between manufacturer and consumers. Steam Whistle understands the importance of listening to their consumers and makes ever effort to do so by utilizing social media.

Full disclosure: I’ve been a ‘BzzAgent’ for a number of months now. How did I find out about it? Someone else told me. In turn, I’ve told others and promoted the site to them. And that, is exactly what BzzAgent is trying to do. BzzAgent is  part of dunnhumby, a customer science company that analyzes data and customer insight. According to dunnhumby they, “married science with the most expansive suite of consumer advocacy solutions on the planet to create the next generation of advocacy marketing – one created to build and sustain long-term brand growth. From insights and consumer generated content that optimise your product launch plan to widespread reviews that deliver on your brand promise to the authentic customer conversations across social media that drive product sales, you’ll feel the impact of these programs across your entire enterprise. BzzAgent’s Advocacy Suite is a blend of social and science you won’t find anywhere else – with results you won’t find anywhere else, either.”  To the customer, they are marketed as a way to get freebies and sample new products that you can ‘brag’ about to your friends. There are twitter accounts and blogs devoted to ‘free stuff’ and giveaways and BzzAgent fits into that demographic perfectly.