This post from Jeremiah Owyang, web strategist at Forrester Research is a must read for all Action Sports brands.

Today’s social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them — transforming marketing, eCommerce, CRM, and advertising. IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience. Consumers will rely on their peers as they make online decisions, whether or not brands choose to participate. Socially connected consumers will strengthen communities and shift power away from brands and CRM systems; eventually this will result in empowered communities defining the next generation of products.

The research goes on with following advices on how brands should prepare for this shift:

What’s interesting isn’t this vision for the future, but what it holds in store for brands, as a result, companies should prepare by:
* Don’t Hesitate: These changes are coming at a rapid pace, and we’re in three of these eras by end of year. Brands should prepare by factoring in these eras into their near term plans. Don’t be left behind and let competitors connect with your community before you do.
* Prepare For Transparency: People will be able to surf the web with their friends, as a result you must have a plan. Prepare for every webpage and product to be reviewed by your customers and seen by prospects –even if you choose not to participate.
* Connect with Advocates: Focus on customer advocates, they will sway over prospects, and could defend against detractors. Their opinion is trusted more than yours, and when the power shifts to community, and they start to define what products should be, they become more important than ever.
* Evolve your Enterprise Systems: Your enterprise systems will need to connect to the social web. Social networks and their partners are quickly becoming a source of customer information and lead generation beyond your CRM system. CMS systems will need to inherit social features –pressure your vendors to offer this, or find a community platform.
* Shatter your Corporate Website: In the most radical future, content will come to consumers –rather than them chasing it– prepare to fragment your corporate website and let it distribute to the social web. Let the most important information go and spread to communities where they exist; fish where the fish are.

This research illustrates the urgency brands are facing in engaging in Social Media. At BROADER we have the expertise to help you define and implement a strong Social Media strategy. We know who the advocates for your brand are and how we can connect you to them. Want to talk about it? Drop us an email.

Social media is mandatory nowadays. If you don’t do it yet. Get on top of it right now, otherwise you might not last long.

This quote is taken from Caroline Graeff (Imagine Marketing Agency) summary of the Group Y networking biz event at the Red Bull HQ that took place on April 15th.
“Action Sports In the Mainstream—Where Do We Go From Here?” was the debate topic that involved Chris Stiepock – Vice President & General Manager, X Games franchise, Don Brown, Senior Vice President, Sole Technology, Per Welinder – President, Blitz Distribution and Chairman of the Board, IASC, Todd Roberts – Owner, ZJ Boarding House and Chairman, Board Retailers Association and Angelo Ponzi – Senior Marketing executive and Co-founder, Board-Trac.
Very positive to see that in the US at least, Action Sports Brands are aware of the importance of Social Media to engage with their audience. It doesn’t seem to be so much the case in Europe yet…but hey we are here to help!

Chris Brogan advises businesses, organizations, and individuals on how to use social media and social networks to build relationships and deliver value. Chris got invited by Bryan Elliott and the So Cal Action Sports network – a group of professionals who are in charge of Lifestyle Brands representing some of the top brands, retailers and partners in Action Sports and who are key influencers, experts and trend-setters in lifestyle marketing, Gen Y and the youth culture movement – to give a presentation at the Oakley headquarters on Social Media.
You can watch the full presentation on the So Cal Action Sports network website but here is a key message from Chris in reply to a question concerning ROI: Social Media is an opportunity to do stuff a little more authentic, meaning building longer term relationships with people. And as Chris rightly points out, Action Sports is all about being authentic.