Societing is the new marketing (updated)

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Societing is the new marketing, because...

1. Societing acknowledges that the world has changed, and that marketers have to change with it. Society has changed, as people are increasingly joining tribes which provide more identity than their job, social class, age or sex. Consumers have changed, because they are actively banding together, and co-producing things. They are tired of advertising, and on the hunt for authenticity. Media has changed, because consumers are not only producing content, but actively sharing it.

2. Societing calls for a reformation of marketing. It joins the steadily growing chorus that challenges the Kotlerian view of the market, and deems it too narrow. All new schools of marketing try to broaden the scope of marketing by drawing beyond, by focusing on elements such as environment, relationships, social groups, or individual experiences and competence. Consider how the following marketing schools draw beyond traditional marketing: green marketing, social marketing, geo marketing, tribal marketing, buzz marketing, relationship marketing or experience marketing.

3. Societing does not only broaden the scope of marketing, it changes it. The sphere of activity is no longer the market, but society itself. Rather than offering a new type of transition, such as the transition from the transaction to the relation, from the product to the service, from the individual to the tribe, societing encompasses all of them.

4. Societing is a bottom-up versus top-down approach. It focuses on consumer/consumer instead of company/consumer relationships. Societing is more interested in becoming the glue between A and B, than the affect of A on B, the control of A on B, or the manipulation of A on B. This makes sense in the new world of tribalism, where people value brands for their ability to link them to others.

5. Societing is the convergence of marketing and sociology. It acknowledges that psychology has a great deal to say about individuals, but less about social groups. In order to better understand the social aspects of humans, societing draws from theory and practice found in sociology, anthropology and ethnography.

 

6. Societing begins and ends with society and culture. It is a wheel, that both draws upon and gives back. This includes cultural symbols, images, rituals, meaning and values which consumers can find resourceful in their quest for identity and community.

7. Societing is interested in the study of humans as social beings. It studies the actions of consumers and companies on society, in order to learn about social components such as meaning, values, identity, myths, rituals and cult places. By understanding these components companies can do a better job of supporting them.

8. Societing acknowledges that the company is an active part of society. It is not above and beyond other actors. The company is contributing, and learning rather than colonizing and exploiting.

9. Societing acknowledges that consumers have something to offer, and that the company can learn from their expertise and experiences.

Societing changes everything! Embrace change.

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References
Badot, O. and Cova, B. (1993), "Societing, Managerial Response to European Aestheticization on", European Management Journal
Cova, Badot, Bucci (2006). Beyond Marketing: In Praise of Societing. Visionary Marketing

 

Neo-tribes, what are they? How do they differ from traditional tribes and subcultures?

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Tribes are the latest buzz, much thanks to Seth Godin's popularisation of theory originating from Mafessoli (1996) and Cova (1997). Godin's timing is perfect, as social media is booming, and many companies are thinking about joining the online social movement. Some companies are already on board, while others are hesitantly asking questions such as 'Why?' and 'How?'. 

These questions park in a vacant lot, as traditional marketing struggles to answer them. We have to keep in mind that traditional marketing stems from a time when the market was rigid and simple. Consumers were viewed as passive, and definately not acting together. The concept of tribes is steadily gaining recognition, because it helps to explain the new organic and dynamic market, with new phenomenons such as social consumption, and co-authoring of value in the market.

All new trends bring along a lot of confusion and noise, as people attempt to orient themselves in new ways of thinking. For example, a quick search on Twitter show that the meaning of 'tribes' has a tendancy to become somewhat blurred. This is all to be expected, and is not based on ignorance, but rather enthusiasm and a time of assimilation.

Let's start from the beginning, and try to bring order to chaos.

 

Back to the roots

Michel Maffesoli is the godfather of 'neo-tribes', and he describes the new world of tribalism in his book 'The Time of the Tribes' in 1996. On one hand there is social dissolution and extreme individualism, and on the other end people are embarking on a reverse movement to recompose their social universe. Instead of up-rooting people are re-rooting through tribes, and in doing so they rely less on previous structures, such as institutions, and class. To put it short - the world has changed.

Cova, also French, wrote a series of articles in which he described tribes as being small scale, and unstable - held together by a common passion or emotion. He says that people value goods for their ability to link them to others. It's the link and not the things which are important.

 

How neo-tribes differ from traditional tribes

The traditional tribe is bound by geography and kin-ship. It also has a historical tradition. However the neo-tribe is not bound by geography, and only exists for the duration of it's rituals. It does not rely on historical tradition, as it comes into being as the occasion arises.

 

How neo-tribes differ from subcultures

There are crucial differences between neo-tribes and subcultures. In a subculture identity is unified and fixed. It is seen as static, as members permanently carry one mask. However nowadays people belong to many tribes, and move effortlessly between them. They switch masks, as they assume temporary roles and identities.

Companies that plan to participate in social media can benefit from the concept of tribes, as it helps to explain why people are coming together - regardless of social class, age and gender - to share a common passion or emotion.  After all you have to know the rules of a game, before coming a team player.

 

Discuss

What tribes do you belong to, and how important are they to you? Is your company the centre for attention for a tribe? Or is it supporting tribes in other ways?

 

 

 

 

Re-thinking the Company

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This movie discusses the role of the company in the new world of tribalism, where people value things (brand, product, service, experience) for their ability to link them to others. Traditional marketing places an emphasis on company/consumer relationships (a top-down approach). We suggest that companies switch focus to support consumer/consumer relationships (a down-up approach).

References
Maffesoli, M. (1988) The Time of the Tribes
Cova, B and Cova V. (2001). Tribal aspects of postmodern consumption research, Journal of Consumer Behavior

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Discuss

How well has your company adapted to the new world of tribalism?

 

 

Introduction

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As we know it, all things have a beginning, and an ending. The ending is yet to be determined, but this beginning consists of
1) an introduction to the Blog, and
2) an introduction to the Blogger.

Introduction to the Blog

Welcome to a blog about the new world of tribalism, where people are increasingly joining others to share a common passion or emotion. In their quest for community, people value goods for their ability to link them to others. This linkage can be described as tribes, life modes, brand communities or social consumption. For the sake of simplicity we will refer to them as tribes from now on.
 
The emergence of tribes is being ushered in by technical innovation in areas such as communication, collaboration, multimedia and entertainment. Examples are: social networks, blogs, wiki, social bookmarking, shared media, live streaming, virtual worlds and online gaming. This innovation has made online tribes more accessible to find, join and participate in. To put it simply – online tribes are booming!

However traditional marketing theory is having a hard time keeping up, because it stems from a time when the market was more rigid. Traditional marketing attempts to place the company in control, by developing strategies to position their brands in the minds of consumers. The idea of a company in control of their customers is being challenged as companies are realizing that tribes are running rampant; shaping, twisting and bending their efforts in unintended ways. The question has been asked: who is playing who? Traditional marketing pulls the shortest straw, because it fails to recognize that consumers act together to co-produce value in the market.

Tribaling is all about relationships, and we passionately help our clients adjust to the new world of tribalism.  We help our clients define the social value of their brands, so that they can help their customers build lasting relationships that they value. Our work entails both social design, and implementation.

This blog will move freely between theory and practice, as we explore tribes, what they are, and how they function. Whether you are interested in marketing, consumption, or media in a social context or just curious – we welcome you to come along for the ride! 

Introduction to the Blogger

My name is Elia Morling and I am the founder of Tribaling. I work directly towards clients, as well as a freelance asset for marketing, pr and web agencies.

I believe that the social and cultural context of a person is the starting and ending point of all marketing - so here is my introduction.

In search for lost civilization
Raised in Egypt, my interest in culture and civilization began with frequent trips to the catacombs in Alexandria and pyramids in Cairo. During a family outing to the desert, some friends and I discovered a roman glass factory in a mound, that later became excavated by archaeologists. During other excursions I found roman coins and pottery, as well as a petrified wooden trunk that was so big that it had to be left behind.

A journey between and into cultures
During these first years of my life I attended American School, learned (basic) Arabic and had (sporadic) Swedish home school. After moving to Sweden I moved to a multi-ethnic community, and also attended a school with diverse nationalities.

I am now 32, still living in Sweden, with wife and two kids. This whole life experience has been a journey between and into cultures. I have been forced to both observe and assimilate. All of this has taught me about the role of society and culture in our lives.

The holy grail of togetherness
I have always been interested in games, and I have been on a life long pursuit for the ultimate social gaming experience. I was never into single player games, as a child, and was happily crammed around the edges of a small keyboard with others to enjoy games like M.U.L.E. or Winter Games. Once I came across the Internet, while studying a Bachelor of Behavioral Science at Stockholm University, I spent my days (and nights) immersing in role play in MUD:s, the text based forerunner to all virtual worlds.

Rather produce, than consume
I am a producer, and would rather create than consume that which others have created for me. This involves both music, written art, and games. I have been working with digital media, online storytelling, and community building since 1995.

I have a background in marketing, PR and the game industry. I co-founded the marketing agency Familjen (translated The Family) in 1999, which I left three years ago.

All of my interests come together in Tribaling, as I have a life long passion for people, cultures, and tribes.

I hope you will enjoy the blog!