Ali Anani

منذ 6 سنوات · 2 دقائق وقت القراءة · ~10 ·

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We Live Flipped Lives

We Live Flipped Lives

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It amazes me to what extent technology is changing our lives. One technological change drives a rippling effect extending to different norms of our lives and the way we do business. One sure effect is creating the reverse trends in our lives. From push to pull marketing, from the customer needing a business to a business needing a customer and from a normal AIDA Loop to a reversed one to read ADIA. AIDA is the acronym for Awareness, Interest, Desire and Action. More trends are the inverted organizations from vertical to horizontal, but more from the base employs to the upper management and that customers trust other customers more than they trust advertising. The hands of individuals are strengthened by the day. The butterfly effect of an individual is becoming more important than the collective efforts of an organization. Let me explain later.

The advancement of social media and communication technologies have created new realities on the ground. A floor worker can use the social media to spread his complain to the world. The worker doesn’t need to go through the management hierarchy to voice his/her complaint. A customer who goes to a restaurant or spends a lousy night in a hotel may opt to spread his complaint to the world and may produce an unimaginable harm to the restaurant or the hotel.

One issue that begs more attention here is the issue of authenticity. We need to be authentic and yet we must belong to the social world. To belong socially it requires obedience and acceptance of the social rules. To defy them ends up in being expelled socially. Where is the dividing line? Is dynamic? So much to ponder on. I watched a French talent of Syrian origin singing in the program “French Got Talents”. She sang wonderfully and the judging panel all turned their seats. The jury applauded her. She sang wearing a hijab (head cover). There were objections to her singing with her head cover, namely that the program is aired in the official French TV. She kept her authenticity, but to some extent. Right after she selected her jury mentor she then kissed him and the rest of the jury male panelists. This is defiance to the wearing of a head cover. Authenticity is gone. I am not here defending or objecting what she did. I am only giving an example of the social pressure on our authenticity. In psychological terms this is known as Social Identity Theory where a person’s sense of self is based on their group memberships.


Authenticity is a collection of choices that we have to make every day. It’s about the choice to show up and be real. The choice to be honest. The choice to let our true selves be seen. 
Brene Brown

On the Maslow’s Pyramid of needs we have the social needs on a lower level than self-esteem or self-actualization. Can we satisfy the lagging need before we may satisfy the earlier need? Or, are we going to have a reversed pyramid of needs?

I wrote before a presentation on Reverse Businesses. What motivated me to write this buzz is reading a thoughtful post on “#FlipTheFunnel: How Micro-Influencers Drive Marketing Success”. The post reports that With 83% of consumers trusting and acting on recommendations from friends and family over any other forms of marketing necessitates the need to reverse the AIDA Loop. It starts with one influencer with a huge number of followers to cause the rippling effect of progressing through the loop as is shown in the image below from the same post.

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We live in a flipped world. We do.


#AIDA #Desire #Awareness #Interest #ADIA
التعليقات

Ali Anani

منذ 6 سنوات #29

#29
Big Thank You Jan \ud83d\udc1d Barbosa

Jan 🐝 Barbosa

منذ 6 سنوات #28

#24
totally agree !!!

Jan 🐝 Barbosa

منذ 6 سنوات #27

Such great articles in beBEE makes me proud !!!! sharing this to my other platforms to cross-pollinate !!!

Jan 🐝 Barbosa

منذ 6 سنوات #26

#21
Great analogy !!! CityVP \ud83d\udc1d Manjit !!! Love your insight !!!

Jan 🐝 Barbosa

منذ 6 سنوات #25

Great article !!! Yes, marketing, sales, politics even reality are facing the backlash of social media, hence its evolve or become stuck in an old "reality"

Ali Anani

منذ 6 سنوات #24

#23
For me the keyword in your comment is authenticity and I heatedly agree with you Debesh Choudhury

Ali Anani

منذ 6 سنوات #23

#24
Thank you for contributing such a wealthy comment. Interestingly, I watched a TV program in which a fresh university graduate in Egypt became a rising star singer. She achieved her stats by contributing a song on social media. Few influencers loved her voice and in less than six time became a famous singer. Yes, the social media is growing into a marketing space. Some influencers benefit from their popularity by promoting products they don't like themselves or care about. We need genuine influencers who speak their heart out. I know some firms depend more on influencers than Ads agencies.

Debesh Choudhury

منذ 6 سنوات #22

Good music is above everything .. Like the way she rendered her voice .. and the reactions are so spontaneous and authentic .. should not limit emotion of creations with orthodox rules or prejudices .. Thanks a lot for this piece Ali \ud83d\udc1d Anani, Brand Ambassador @beBee

Ali Anani

منذ 6 سنوات #21

#21
Again, your comment CityVP \ud83d\udc1d Manjit deserses a buz on its own. It is thinking only for self and self-interest that make big devils. SCientists who work on mass-killing devices to gain personal glory on the expense of the lifes' of the masses are big devils too. Self-centric people are the cause of great pain to others, regardless in which domain they work. Micro-influencers who care only to influence bad habits to gain money on the expense of the later sufferings of others are big devils too. Hexagons we are, hopefully.

CityVP Manjit

منذ 6 سنوات #20

The micro influencer is as great a devil as the traditional marketer. Bands like The Who sang about the way our world flips in their song "Won't Get Fooled Again". https://www.youtube.com/watch?v=BXrmQBPg2s0 actually did mean we will get fooled again. It is in their lyrics. The triangle is the hierarchy, does it matter who pushes our buttons and who has control? The hexagon is our liberation. The circle is our new age utopia that flips the triangle and then the triangle flips the circle.

Ali Anani

منذ 6 سنوات #19

#19
Thank you . Every change brings opportunities and risks. It is how we build on opportunities and minimize and/or avoid risk. Both are learning opportunities. Good times when we do that and bad times become worse if we fail to be resilient and adaptive.

Ali Anani

منذ 6 سنوات #18

#17
As long we go in a debate with the intention of arriving atthe most beneficial solution is highly welcome. Only, when we become stuborn to our initial positions and stick to them that preclude us from advancing. Yes, there are many alternatives and we should consider all of them. I realize that renewables shall only satisfy a small ratio of our energy requirements, but they may be very useful in certain locations and not in others. The cost of equipiining the hydrogen fuel stations may be less than the damage caused by the burning of coal and producing the green house effect. Again, options are there and we need to approach them with open minds.

Harvey Lloyd

منذ 6 سنوات #17

#15
All the money we spent in renewables that could only meet a very small percentage of our electrical demands as we grow in population probably would have been better spent on figuring out how to separate the hydrogen atom from water. It was a hot topic here in the states for a few years but we stopped big investment because politicians couldn't get voter results fast enough. There has been some small scale solar energy used to separate the atom from the group but lacking commercial investment it never grew through the incubation process. The BTU's required to drive an economy across all spectrums will be difficult to meet with renewables. One of the biggest issues we have now is scalability in automobiles for alternative fuels. Should we get hydrogen as a fuel the number of service stations required to change over would be a huge expense. Hydrogen when burned turns back to water. Naw they were waving at the jeep #16

Ali Anani

منذ 6 سنوات #16

#12
Great story and I wave my hand for you. Yes, belonging to a class requires accepting new habits and formalities. Were jeep owners waving for you or your jeep? Are jeeps more important than a human? I am just thinking. Sadly, the answer is most probably yes.

Ali Anani

منذ 6 سنوات #15

#14
Interesting points and are worthy of deep discussions. The green groups went to the extremes in their demands. The process was wrong. Today, we realize that renewable energy is spreading, but also it shall never satisfy 100% our need for enrgy. A reasonable mix of both would be a realistic approach. If we think about the number of jobs renewable energy created the numbers shall be impressive. From winmdills manufacturing to photovoltaics, solar heaters, biomas, biogas and others the opportunity of using renewables is there. It is when we inflate our demands problems initiate. It is the separation thinking of this or that instead of this and that. Both conventional and renewable energies together that make an optimal solution. The noticed polarity between these two groups is what led to chaos and to blindly following one group. If our purpose is to create life with minimum risk for humans then we would self-organize. Yes, it is the polarity thinking that caused the maximum damge. How to get self-organized is best exeplified in your quote "...we get regulation that will help us transition into new ways of life". I couldn't agree more.

Harvey Lloyd

منذ 6 سنوات #14

#11
I am not anti-group but the basis for my aggressive stance is that most groups are exclusive/against another group, the cause. I appreciate the adversarial system of government/negotiations but it has to come to a conclusion that all can live with. The green groups were destroying jobs, economies and peoples futures. SO groups sprang up to combat them so they could survive. Each side using science, data and other resources twisted to prove their point. Meanwhile nothing changes that makes sense. We get regulation that shackles success trying to please the extremists on each end. Can we really destroy an exxon and expect that our lights will turn on when we hit the switch. California has followed some extremist views of green and they have rolling brownouts, government subsidized electric bills and many other programs that limit commerce, increase taxes and shackle business. If this is what californians want then i am happy for them. But business can't survive, so jobs leave, government cant subsidise green without a tax base....etc..... If we could come together as the human group and realise 100 years from now, based on population growth, we cant be where we are, then and only then can we get regulation that will help us transition into new ways of life. But chaos is where money is made. Hazardous game with grave unintended consequences. Politicians are laying out the gauntlet for this chaos exploitation for their gain. Humans need to see the game and stop playing. I belong to the human group.

Ali Anani

منذ 6 سنوات #13

#10
That is why lots of studies are devoted now to identify the magic of some influencers. I recall that soon after an Arab singer became the Arab Idol three years ago how people were charmed by him. He became an instant influence. I then wrote a presentation and mentioned his name in it. The presentation was on twitter most active one for almost one hour. I wonder how many tweps read the presentation, but it becam an instant hit.

Harvey Lloyd

منذ 6 سنوات #12

A crazy story. Our car engine bit the dust so we needed a new car. I was disgusted at prices so my wife had to simmer me down over a few days. Keep in mind i am not a club style person. I don't join things on a whim. We purchase a Jeep. The first several days i thought everyone i ever new in my life was on the road with me. Horns would honk, lights would flash and people would wave at me. I would wave back or honk as my eyesight isn't what it used to be. Finally after a few days my wife explained to be that by owning a jeep we had joined a club. It is traditional for fellow Jeep owners to wave or recognise each other on the road. I LMAO. We sold the jeep and i lost all my road friends. Nobody waves anymore.

Ali Anani

منذ 6 سنوات #11

#9
Your starting point deserves a buzz on oits own. "Although the marketing within the micro influencer paradigm may be effective at the goals of the influencer, it doesn't necessarily turn into good for society". Even more sadly, pressure groups with ill-purposes can be more powerful than groups formed around a grand purpose. Look for example the groups that worked against renewable energy, or groupss that fought the Green Movement to protect our earth or even the groups that defend smoking. Worse, are groups that call themselves elite because they can afford the most expensive cars and clothes. Yes, sadly many groups give birth to other groups all with money or standard-defending purposes. How are we going to self-organize to defend our rights for living purposeful lives?

Harvey Lloyd

منذ 6 سنوات #10

#8
I think for me influencers want something. In reading them or watching them i realize they are taking time out of their day to write, speak or demonstrate their beliefs in something for pleasure or money. Either are OK. But i am amazed at how they can influence individuals into action.

Harvey Lloyd

منذ 6 سنوات #9

Although the marketing within the micro influencer paradigm may be effective at the goals of the influencer, it doesn't necessarily turn into good for society. If we look at the 50-60's marketing we see most of it was centered around a value. Honoring each other, building a family or maintaining a healthy human lifestyle. When we look at marketing now it wants you to join something. Be a part of a movement, cause or exclusive group that is labeled and has tee-shirts. This with enough dosing begins to divide people down exclusive group lines. Like single cell organisms they split into two and multiply quickly. Groups emerge from groups. Media is utilizing the oldest trick in the book, divide and conquer. Seperate yourself from everyone else, build a need that is unique, grow your base and they will establish the exclusive clubby atmosphere that will attract new people to the group. They essentially divided loyalties where none existed before. But now you are exclusive with a product or service. Unfortunately as part of being genuine/authentic you have to realize that the groups may or may not receive you based on their rules of acceptance and group dynamics. I find this sad. But i understand that media has divided and conquered us so many times (Politics being the main culprit) that we all seek to be exclusively within a group and genuine. But most groups don't play well with one another these days. I sense there is a large correlation between marketing techniques and group dynamics of exclusivity. The division of humans into groups is forcing a tribalism that is not healthy.

Ali Anani

منذ 6 سنوات #8

#7
Harvey Lloyd- you really picked the idea that triggered me to write this buzz. "The micro influencer is utilizing the internet to create a need that didn't exist before they showed up on the scene". That is what led to the inversion of the AIDA Loop and this is my main message from this buzz. This is what I also meant by writing about the butterfly effect of influencers (not any influencer; rather those with true influence). One influencer may promote a business or kill i=t. The new nerm influencer marketing emerged because of this fact. I therefore resonate strongly with your ending lines " But my main point here is by micro influencing we establish groups that align with the fears, excitement and challenges as the need was presented, then measure others in sharing these emotional qualities as part of the exclusivity aspects".

Harvey Lloyd

منذ 6 سنوات #7

Interesting discussion as always but you really took some eclectic pieces and found common ground. Traditional marketing of yesteryear realized that they had green, yellow blue magenta and orange people out in the world. They new the green ones were the ones that wanted their product/service. SO they "Broadcast" their message over major networks and hit every color knowing it was falling on deaf ears accept the green ones. Magazine popularity ushered in a way to target only the green. The internet has now offered a rifle shot at not only green but green that is ready to buy. I loved your upside down graphic at the end. It really demonstrates the new style of marketing. The micro influencer is utilizing the internet to create a need that didn't exist before they showed up on the scene. They execute great marketing to create need first. Within the need they brand market. They now have for all practical purposes created a cult following that creates exclusivity that encourages others to join. This brings us to the point of the singer and how being genuine/authentic may remove you from the exclusive groups. I am not speaking to prejudice actions but really the micro influencer has set standards of need/exclusivity and because you bring forward your genuine self you may be perceived as not fitting the exclusive group profile. Group demographics and psychology is very territorial. But my main point here is by micro influencing we establish groups that align with the fears, excitement and challenges as the need was presented, then measure others in sharing these emotional qualities as part of the exclusivity aspects.

Ali Anani

منذ 6 سنوات #6

#5
Yes, and I mentioned and the buzz that fast communication and the rapdity of technology change combine to make a powerful force. Your example is valid and practical. Thank you for sharing it.

Debasish Majumder

منذ 6 سنوات #5

#4
sir Ali \ud83d\udc1d Anani, Brand Ambassador @beBee, today when we observe the celebration of 'valentine's day' we can evidently comprehend how multinationals are selling their products out of their devise and of course marketing with an intention to seek more profit, acting as a force to make a flip impact,obviously playing the key role to exploit peoples emotions. now what they find potentialities in today's context, previously it was not existed. so, it is the change in magnitude which is the most striking phenomena and it transform immensely.

Ali Anani

منذ 6 سنوات #4

#3
Dear Debasish Majumder- I accept what you wrote "...we cannot rule out that the social inhibitions are the creations of certain interest groups who had facilitated a lot from their devise and acted as a force to navigate the people according to their convenience". This is how cliques, groups and other forms of "social aggregatios" form. Now, even though these aggregation might not try to exert a flipping force, markets will be quick to realize this potential. I add that some of the changes emerge without any planning. The butterfly effect of influencers with so many followers may be exemplary of what I mean. A river will change flip nits direction if it has enough momentum to do so. aaaayes, for flipping to ho happen it must have its high enough force. Thank you for contributing a lovely comment.

Debasish Majumder

منذ 6 سنوات #3

in terms of 'flip', there is obviously a force needed to thrust. now the question is what force with what intention. who are generating the force with what interest. now, we evidently observe there is a change which is continuous and most striking thing is that what today appear as positive may in due time change into negative. so, the both are lying in one instance. suppose, a certain tradition of today may not existed previously. it may reveal and became a tradition of today, but, previously out of the demand of the circumstances it may never existed. but, we cannot rule out that the social inhibitions are the creations of certain interest groups who had facilitated a lot from their devise and acted as a force to navigate the people according to their convenience. however, lovely insight sir Ali \ud83d\udc1d Anani, Brand Ambassador @beBee! enjoyed read and shared. thank you for the buzz sir.

Ali Anani

منذ 6 سنوات #2

#1
For me to think along similar lines of yours Jerry Fletcher is wonderful. Yes, I read your work and I love your idea of "trust transfer". This is a smart idea.

Jerry Fletcher

منذ 6 سنوات #1

Ali, Your observation is the reality which is at the heart of my presentation "New World Networking." The Edelman Trust Barometer has swung from trust in institutions to trust in "people like me." Too often, those people are strangers. The question is how can we establish and transfer trust in individuals. Block Chain Technology may be part of the solution.

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