Supertankers and social business
There are still a fair number of businesses out there that see social media as a fad – like Deely Boppers or Cabbage Patch dolls. All this talk about two way dialogues and customer control of the conversation will fade – people will get bored and things will go back to business as usual.
Part of this is down to inability to change quickly – a multi-billion pound business makes a supertanker look agile, so even a minor course correction can take years to be felt. But what they are missing out on is the opportunity to really transform themselves. Rather than the traditional top down model of producing what you think people want and then marketing the hell out of it, social media gives the ability to make real connections with your customers.
Speaking at CamCreative last night, Eric Swain outlined why companies need to move from social CRM to social business. Using the actionable insights that social media conversations provide increases trust, creates lasting connections and, for the bean counters, pushes sales up. Eric quoted Umair Haque, the author of The New Capitalist Manifesto, on the potential to create social businesses based on a much more democratic, balanced relationship. Less value propositions, more value conversations.
I’m dubious that big business can do this – a lot of current social media marketing simply uses it as another channel to shout about how great they/their products are. But given social media’s ever-growing global power, big businesses need to act now to ensure they are still relevant in ten years’ time. Or risk joining Cabbage Patch Dolls on the scrapheap of history.
- Umair Haque in the Harvard Business Review: Unlocking the Mayor Badge of Meaninglessness (boxofmeat.net)
February 25, 2011 - Posted by Chris Measures | Uncategorized | CamCreative, Eric Swain, Facebook, Harvard Business Review, Internet Marketing, Marketing and Advertising, social media, twitter, Umair Haque
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Marketing is undergoing a revolution. The advent of social media provides the opportunity for one-to-one communication for the first time since the move to an industrial society. This blog will look at what this means for B2B PR and marketing, incorporating my own thoughts/rants and interests. Do let me know your feedback!
About meI'm Chris Measures and I've spent the last 18 years creating and implementing PR and marketing campaigns for technology companies. I've worked with everyone from large quoted companies to fast growth start-ups, giving me unrivalled experience and ideas. I'm now director of Measures Consulting, an agency that uses this expertise to deliver PR and marketing success for technology businesses.
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