We continue to see that communities will continue to gain more and more power as they lean on each other to make decisions, support each other, and share their lifestyle. What happens to agencies that traditionally serve brands?
Seem far fetched? Not really. We’re already starting to see bits of this: I’ve seen user innovation in car forums, Facebook groups, and networks of mommy bloggers. Or take for example UserVoice , GetSatisfaction or Ideastorms that allow communities to define what features they want with products.
Imagine for a second that these communities, say bike-enthusiasts, or young mothers, or even home-theater-fans could start to define using organized innovation tools what products and features they want. What if Doc Searls vision for Vendor Relationship Management systems (where consumers define what products they want –brands bid for them) takes off?
With communities in the driver seat over product, a shift will happen as communities can define the spec of future products and therefore multiple brands will bid for their business. As a result, we should expect the agency model to flip over, where PR agencies start to represent communities of customers –rather than brands.
What if these communities (we’re likely all part of at least one) started to band together and used UserVoice to define what we want? What if a savvy agency saw this, and decided to take our ideas to market on our behalf?
What could this wacky idea look like? These PR agencies would take the community defined spec to brands, bid for the top design, and even help negotiate the terms. As a result, they could skim profits off the transaction, or maybe offer new services such as community support, or organize events. Either way, if they stay as the conduit between them. Some users in Twitter mentioned this already happens, that agencies represent communities in non-profits, or at the chamber of commerce, but I’m thinking much broader, into the context of commerce.
Perhaps it won’t be that polar, existing agencies that represent brands will adopt the right skills and relationships, and will retain their relationship with brands. If you’ve access, a forward looking report called the Connected Agency discusses how this could work.
What do you think of this wild idea? Far-fetched or is it already underway? If communities assert control over what products they want, will agencies follow suit?
Update: we’ve now 40 comments below, and without a doubt the wisdom from the commentators is greater than the original assertion. I think one key finding from everyone is that this trend is far greater than PR, and impacts all agencies, and marketing as a whole. Secondly, it’s difficult to determine who these agencies will monetize, and some suggest they’ll go away all together. We’ll keep on exploring this topic, I’ve some new ideas on consumer crowdsourcing that I’ll blog soon. Thanks for being part of the dialog.
This has traditionally been the domain of Trade organizations and industry groups, But they are usually to closed minded to have any real impact on consumers. Usually just act as lobbying organizations. If PR and marketing agencies and harness the power of communities and attract consumers to a product category a specific company will have an easier time turning consumers into customers.
Very interesting blog post – thank you! Definitely food for thought for all PR agencies out there looking to understand how online communities are shaping their clients’ brands.
I think that allowing consumers’ voice to be heard and used will empower consumers to become more loyal to that brand. However, I feel that most times consumers do not always see what is possible. Yes, they can tell the brand what they want feature and benefits wise, but they do not know what is possible technology wise. I do not think that companies can solely base their product development on consumers needs and wants. I think this will hinder innovation based on the fact that most consumers do not know what is possible.
I agree with the idea that communities can provide great insights and ideas about new products and services, but can’t be trusted to articulate the best solution to their problems (i.e. when Henry Ford said his customers would have asked for faster horses). PR agencies of the future could then try to work with the brand and the clients to translate these insights or jobs-to-be-done (as called by innovation theory junkies)into product and service ideas. This would require a different skill set though. However, isn’t the PR agency’s mission to facilitate relations between the brands and their customers? Todd Defren from Shift Communications once said the PR agency’s job is to make sure that stories are told in a relevant way, to the right people. Until now, the stories have been told in only one direction, from the brand to the customers. How about doing these in both directions? And how about helping both parties to materialize those relationships and interactions into product and service ideas? Now that would be something truly different. However, I guess PR agencies have to start thinking outside the box…because if the don´t do it, someone else eventually will.
Great idea, thank you for this information, it gives the ideas on how this PR agencies benefit to us users.