Collaboration, Co-Creation and the New Consumer

COVID-19 has permanently transformed the way we use technology to connect with others in a visual way. Most consumers likely never heard of Zoom or Team chats prior to the pandemic, perhaps other than as novel business applications that you hoped the person that you were interacting with also used. Now, technology and visual connection are indispensable to the way we work, communicate, celebrate, visit a doctor, go to school, perform, collaborate, and shop.

Just as we do with the digital devices that we select to interact with everyday, we develop a symbiotic, or interdependent, relationship with the social media platforms that we prefer and like to use. We connect the dots between technology, visual communication and our life experience with the art of storytelling. Sharing your personal story connects you with family and friends, near and far. Sharing your personal story with a brand is an authentic way to develop a meaningful relationship for both you and the companies that you shop.

Deanna Lawrence monitors global consumer behavior and trends to better understand how connected brands learn more about their audiences and gain an appreciation for disruptive behaviors, emerging markets, and the voice of customers. Deanna is a director of data integration and co-author of “Collaboration and Co-Creation; New Platforms for Marketing and Innovation.” She is also founder of FridgeNality, Inc. Deanna is always a delight to talk with and she shares her latest insights here.

How are brands surviving social distancing and isolation of the consumer, due to COVID-19?

More than half of the people on earth use social media at least monthly and time spent on social is quickly approaching three hours a day. These numbers are concrete and personal moments of interaction at a deeply emotional level. What is interesting to consider is the accelerated pace of social adoption. During COVID-19, 180 million new people embraced social media between July and September 2020. Imagine any other channel experiencing this level of new-user growth in a three-month period?

For brands, there is a consequential NEED to stay connected to people and to become trusted. The idea of forecasting and marketing based on behavior within a persona, or a segment, is now based on one “trusted” interaction point with one person. This issue of trust is one most brands have struggled with since the dawn of social media. Connected brands are learning some very important lessons. Social discovery, social commerce and attention are controlled by the characteristics of influence and often shifted by algorithms. Social media is not marketing, it is a conversation, and it requires response. Successful brands have learned to listen differently and focus on the significance of staying connected.

Does digital collaboration work as well as in-person collaboration?

I believe digital collaboration often works better than in-person as in-person can create a bias and a need to please the facilitator of the interaction. When implemented correctly, digital connectedness is collaboration and a departure from simply sharing your pricing information or shipping information. Smart consumers will have discovered or searched for products after a friend has interacted with them or ideally, started a conversation about a product or service.

Allowing the conversation to continue without interruption enables brands to begin to see the true characteristics of product use. Innovation and influence arise. Brands are also able to measure the impact of adjacent brand messages, such as a sustainability promise. Social reviews of products can be empowering or deadly. Solving problems “aloud” within social channels will make a remarkable difference.

What is Co-Creation?

Co-creation is simply inviting external opinions or enabling others to play a role in a brand, its products or services and messages. This requires a humble approach that immerses participants in every aspect of how the brand performs today and in the future. Participants are often able to shift their emotional attachment from a “The-brand to a My-brand” reality. The ability for continuous dialogue and learning how to define the process of research and development adds context to every aspect of design and customer experience.

Can Co-Creation happen without Collaboration?

Collaborating and co-creating with partners and sponsors projects transparency and offers entry-points within new audiences and networks, with the potential for collaborative problem solving. Disruption is now and forever normal. It is no longer possible to blindly anticipate change, learning why and how to collaborate will create an effective and comprehensive view of what is honestly…next.

How does FridgeNality help the new consumer?

We have become mindful of screen time, often quickly scrolling and app-jumping simply to find a post. A moment that really matters to us. People want to remain connected but are searching for ways to filter out noise. We wanted to create a starting point for time spent within social media and include other applications that demand attention, so we are building FridgeNality.

FridgeNality is a human-driven solution that empowers people to manage and control levels of connectedness within their favorite social media platforms or apps. We are keeping privacy, and the use of personal data, proactively controlled by these consumers front and center. Users select and control smart connection points, only with the brands they want to hear from, offering only the data they are comfortable sharing.

As brands become customer-obsessed they are likely to continue to invest in scenarios that will support retention and strengthen loyalty. Platform solutions designed as brand-safe connection points offer ecommerce and service with the advantage of continuous learning. The future of brands will be determined by trust and connectedness through human-driven choice of brand connections. The formula for this understanding is personalization + integrity + inclusivity = trust.

Thanks, Deanna, for your seasoned insights on collaboration and co-creation!

And, thank you for reading. Feel free to ask questions and share your thoughts below.

Cheers,

Karen

Note: This interview is an excerpt from our recent handbook, Solutions for Disrupting Disruption, The Essential Guide for Brands and Businesses. You can click here for the full spread interview with Deanna Lawrence, Founder of FridgeNality, Inc.