Speaking at PSFK CONFERENCE SAN FRANCISCO, Jermaine Dupri and David Deal spoke about the development of Global 14, a platform created by Dupri to generate a new kind of digital social connection with his fan base. Its creation stemmed from what he perceived as the problems with social media giants such as Facebook and Twitter. On these networks users are always on just to gain followers and friends to large degree, however these large numbers are in no way contributing to a greater level of interaction or engagement. Rather, the overall level of interaction becomes quite superficial. Global 14 was created on a smaller scale to bring together specific users with shared interests, in order to drive meaningful engagement on a personal level.
The network has grown to a group of around 40,000 dedicated users. Crucially, those users are dedicated to the platform, and willing to share and exchange on a personal level. For example, Dupri has sparked wide debates on the platform by posing questions about the presidential election, or the Trayvon Martin case. As Deal puts it, this model signals a potential future for marketing, where brands are exchanging values with their consumers. Dedicated social platforms such as Global 14 help build the value of brands, as well as allowing them to bypass traditional platforms such as Facebook or Twitter and set their own rules.
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