In what can only be described as a grand experiment, Fujifilm has teamed up with Ning.com to create a social network, ZSpotNow.com, based around a single digital camera. The Z20fd is a 10-megapixel point and shoot that comes in multiple fun colors and a special blog mode that reduces and resizes images for upload to blogs and email lists. It also records MPEG4 video and can upload directly to YouTube.
Do all of these attributes make for good social network fodder? Fujifilm’s concept - to wrap a series of events inside a social network - is quite interesting. Using Ning’s new event feature they’ve scheduled three concerts in Miami, NYC, and Los Angeles. The bands and DJs associated with each event will be encouraged to drop content into the social network and various widgets will spread the good word virally. Users will be able to chat and upload pictures and video from the event.
I asked the team why focus on one camera and I got a fairly stock answer: because the camera is, in short, designed for social networkers. While it’s admirable that Fujifilm sees the value of the medium, I suppose this is simply one of the little bangs on the way to the big bang that will happen when a mass-market player - I’m thinking someone like Voodoo or Alienware - creates a social network for their whole brand and not just one device.
As Louis Gray points out, social networks are the new “websites.” It’s not enough to have a web presence because the analytics and stickiness just aren’t there. To build a network of passionate people is a goldmine for marketers and, if played correctly, makes customers feel part of a bigger movement. Would someone like Apple or Microsoft ever create a “Friends of Steve” social network? Probably not - the feelings are already running too hot when it comes to those two. But someone like Steelseries, the small gaming hardware company with a rabid gamer following, could build a thriving social network. I only dread the day when I see “Questions or comments? Tweet mortonssalt at twitter.com. When it rains it pours” on the back of my salt box.
Nikon has had a social network for years on: http://www.nikonians.org/
You bring up an interesting point - where does social network begin and end? Nikonians is a forum but this is supposed to be something “more.”
http://www.Nikonians.org is an independent entity and has no affiliation with Nikon Corp.
The thing is, social networks depend on a strong individual identity and an expression of that identity.
This is why there are “social networks” for college students, or professionals, or to a more narrow extent, certain kinds of cars, cameras, etc. But the thing is that people are passionate about their Acura Integras, their Nikon DSLRS, etc.
The fujifilm is just another run of the mill camera in a crowded market of slim, “fun”, point and shoot cameras, so there will be nothing passionate or dedicated about the customer base that selects this camera. People will likely choose this camera based on its looks or price–not a passionate affinity to the identity of product.
Nikonians is a site for enthusiast and pro photographers specifically - the Fuji site seems to be much more of a lifestyle thing…
This is why I think it can work. The campact camera market is pretty crowded, how do consumers distinguish between them with no clear leader in the market-lifestyle.
If fuji can create a sleak cool image around this camera witht he use of this site and tie it into music, festivals, pictures etc then I think people will get really excited about it and attach a very sociable image to it.
As a marketing student I very much approve, is this network site up and running yet?
I write a blog on brands and social networks http://facevaluebook.blogspot.com/ for anyone interested in reading up on it or who wants to voice their comments on the subject further.
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