Guest post by Steven Van Belleghem (@steven_insites) & Tom De Ruyck (@tomderuyck)
In the last months, my colleague Tom De Ruyck and I did some research on structural collaboration between companies and customers. We’ve interviewed 17 C-Level executives working at 17 organizations, operating on a global scale. We wanted to get a clear view on the new evolution of structural collaboration in 2012 business live: in this article you can read our most important findings.
You say you want to get closer to customers, but your actions are different than your words.
You say you want to “surprise and delight” customers, but your product development teams are too busy building against a roadmap without consideration of the 5th P of marketing…people.
Your employees are your number one asset, however the infrastructure of the organization has turned once optimistic and ambitious intrapreneurs into complacent cogs or worse, your greatest detractors.
The future of TV is much more than social, it’s a multi-screen experience that takes design. Often, producers, broadcast and movie marketers and brands alike underestimate the role social media plays as consumers watch, share, and interact. Whether its watching movies, TV shows or listening to music, consumers will have at least one-to-two other devices in grasp or within reach. Depending on the device, each screen is used differently and with purpose. As a result, each screen requires the thoughtful development of an engaging or entertaining experience.
Mark Zuckerberg by Brian Solis
Mark Zuckerberg and 900 million of his friends hit Wallstreet with America’s largest IPO and has once again made history. Facebook’s first trade was $42.05 giving the social network a valuation of ~$115 billion. In the process, Zuckerberg became the 29th-richest man in the world with another half dozen employees also becoming billionaires. It’s also estimated that U2′s Bono will make more from his investment in Facebook than in his entire 30-year music career.
Even at 250 million Tweets per day in addition to the updates across Facebook, Google+, Pinterest, and every other feed that we willfully subscribe to, information overload is in of itself a fallacy. But the feeling the overload of information is very real and a reflection of our inability to pull the levers necessary to decrease noise and improve signal. Doing so, requires some very blatant actions that don’t simply reduce the volume of the information we don’t care to see as often, it requires disconnecting from human beings. Whether we’re severing ties with individuals or those representing an organization we once supported, it’s emotional. It’s an action that carries an element of guilt knowing that at some point, our action will cause an incremental blow to the psyche of the individual we’re unfollowing.
Some of you know me through my work in studying how social media and disruptive technology impact business and culture. Others have worked with me in translating insights into action and change within the enterprise. Every now and then, I share another side of myself that evokes the aspiring social scientist in me as I explore how all of this is affecting us as individuals and human beings.
Social media is more than a digital water cooler for TV and movies. The global conversation that takes place around events and the experiences people share based on what they watch teaches us about consumer preferences. More importantly, their activity influences behavior. Behavior counts for everything. Studying it is just the beginning of course. In order to understand and eventually steer behavior, we must translate activity into insights and in turn, translate insights into actionable strategies and programs.
The future of television is much more than social; much in the same way that the future of media is too, more than social. Social is a fabric; it connects the individual nodes that make up the human network. But, social however, is not a means to an end. And, as such, the same is true about the working theories driving Social TV. Understanding the role social plays in how viewers connect with programs and other people is essential to defining the future of television.
I’ve been a long-time supporter of MediaTemple’s (MT)Residence program along with Gary Vaynerchuk, Neil Patel, and many others whom I respect. I wanted to share my “7 questions to answer to become a social business” with you here..
Frank Eliason and I have known each other for many years. We’ve shared the stage on many occasions, he’s made an appearance on Revolution, and most importantly, I’m proud to call him a personal friend. Frank has championed the adaption and transformation of customer service during his time at Comcast and at CITI. Never one to shy away from sharing his opinions, he’s certainly bullish on where service needs to be as a function and a philosophy versus where it is today. In fact, he’s gone so far as to call out social media customer service as being a “failure” in its current state.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.