In business, social media is becoming a lot like email. Every company has it. In an Altimeter Group survey of 700 executives and social strategists fielded in late 2012, we found that 100 percent of participating enterprise organizations run to varying extents an active social media strategy. But unlike email, organizations haven’t mastered how to effectively communicate through the likes of Facebook or the tweets of Twitter.
Today’s leading companies are already becoming obsolete. Fortunately or unfortunately, they won’t know until it’s too late. In 10 years, 40% of the Fortune 500 was replaced. Irrelevance is only accelerating. It’s Digital Darwinism out here. #AdaptorDie!
Ignorance is bliss, until it’s not.
Technology…social, mobile, real-time, it’s changing the world. Customers are evolving into something new. They’re more connected, empowered, and demanding.
I wrote my first in-depth post covering Twitter in March 2007 saying that Twitter would be the “message heard around the world.” Since then, we learned that Twitter has become a human seismograph where news no longer breaks it tweets. We learned to speak in 140 characters or less. We’ve witnessed Tweets erupt into revolutions. Hashtags are now a way of life. And, we now live in a world where if it wasn’t tweeted, it didn’t happen. Life unfolds in a digital river where experiences and common interests are the ties that bind us. Twitter is indeed part of the fabric of how our world communicates and connects and it contributes to the evolution of our #digitallifestyle.
The Millennial or Generation Y has the world abuzz. This generation is not only changing how businesses sell and what they sell, they’re also changing how businesses work. Millennials are indeed the first truly digital generation but they’re aren’t the only group with digital DNA. Generation Y, those that follow X and Generation Z behind them are rising fast. They too see the world differently and already represent a significant economic force in the world. In the United States, Generation Z is said to control up to $30 billion in spending. They’re connected. They’re informed. And, they’re practically immune to traditional sales and marketing programs established to serve the generations before them.
Photo taken 11/19/12 using an iPhone5 at St Kilda Beach, Melbourne Australia
The Times They Are A-Changin’
Come gather ’round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You’ll be drenched to the bone If your time to you Is worth savin’ Then you better start swimmin’ Or you’ll sink like a stone For the times they are a-changin’.
Millennials aren’t only disrupting the consumer landscape, they’re changing the game for human resources. To say that the digital lifestyle of Gen Y is unique is an understatement. How they express themselves and what’s important to them is much different than the generations before them. As such, how employers need to manage and recruit this new generation of connected employees requires much more than a LinkedIn or traditional recruitment approach. Millennials are expressing themselves in a unique way, which is more like Facebook than that of a digital CRV or online resume. Did you know that the average age of a LinkedIn user is 43? It was just a matter of time until a new community arose to cater to Gen-Y.
The future of government isn’t just created, it’s co-created
Technology is disrupting everything it touches, from arts to government. But with disruption comes an opportunity to innovate. And of all the places where innovation is overdue, government takes the top spot.
This episode of Revolution features Jay Nath, who serves as chief innovation officer for the City of San Francisco. Nath works with Mayor Ed Lee to embrace the city’s vast pool of technology startups and entrepreneurs in order to drive more innovation within the government.
I’ve always admired TED’s approach to presentations. More importantly, I appreciate how this approach inspires its presenters to in turn inspire audiences in the room and around the web. This evokes the concept of having an “audience with an audience of audiences” where those on stage break through the fourth wall to speak to and through audiences to extend engagement to social networks. TED stimulates the sharing of inspired experiences and it’s the nature of those experiences that foster greater dialogue in and around each event.
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.