We see everyday what’s possible with social networks for improving customer engagement and experiences? Can the same be done with internal social networks for improving employee engagement and experiences?
In the many years of helping businesses align business objectives with social and new media strategies, there is one thing that always introduces difficulty into the equation, employee engagement. At some point in the development of any strategy, employee and stakeholder input is critical to ensure relevance and ultimately success. While social media may more often than not live in the marketing department, it affects the entire organization and as such, requires a centralized approach to leadership and management combined with a distributed platform for communication and learning.
Part of an unpublished appendix for The End of Business as Usual…
Think of your favorite brand, and the first thing to come to mind is likely a logo, such as the Coca-Cola scripting, a tag-line, such as Nike’s “Just do it,” or a jingle – remember the Oscar Meyer Wiener song? These may be the aspects of a brand you remember, but they are no longer the most important aspects of branding today. Identity, persona, essence and promise, are the new kings and queens of the branding kingdom, thanks to technology and the deeper connections it opens up between brands and consumers.
When I originally outlined my presentation for SXSW, my plan was to set the stage for a passionate and engaged conversation by sharing the inspiration for my new book, The End of Business as Usual.
The more I thought about it, I realized that I could do more. To me, SXSW is a celebration of culture, art, innovation, and vision. The End of Business as Usual isn’t just about “business,” it’s about the end of everything “as usual.” So, I thought, what if the world of any business prioritized the same pillars as SXSW…art, innovation, culture, vision? What if everyday consumers, we, became the cogs in the business machine?
I am not a social media expert and my new book, The End of Business as Usual, is not about Social Media. If you’re looking for the Top 10 ways your business can succeed on Facebook or Twitter, secrets to attracting more followers or likes, creating viral videos, or the best practices for creating infographics that over simplify the complex world of business, save your money. There is no shortage of useful books and resources out there.
The first time I wrote about Twitter was March 2007. My, how time and Tweets fly. With 500 million registered users and 250 million Tweets flying across the Twitterverse every day, Twitter has become a fabric of our digital culture. Twitter is now ingrained in our digital DNA and is reflected in our lifestyle and how we connect and communicate with one another.
Vincenzo Cosenza is a new media strategist living in Italy who has over the years, designed some of the industry’s most comprehensive infographics on social media’s global footprint. Recently, he asked if I would write the foreword for his new book, Social Media ROI. And, as I’m a fan of his work, it was an easy decision. As usual however, I asked for permission to share it with you here and his publisher agreed. This is the only place where you can read this in English…
Part of an unpublished appendix for The End of Business as Usual…
The mystique of Twitter, Facebook and Google+ causes a momentary lapse of reason where businesses are surprisingly acting first and addressing “the why” at a later point in time, if at all. Without careful consideration and strategy, a great wave of stream fatigue, social blindness or far worse, customer unlikes and unfollows in will befall unsuspecting businesses en masse in social media. It will come down to a vital, but fixable disconnect. Businesses are interacting with consumers to socialize rather than learn about customer expectations to in turn, deliver tangible value, improve product experiences, and invest in long-term relationships.
Rebecca Lieb, my colleague at Altimeter Group released a new report, “Content: The New Marketing Equation Why Organizations Must Rebalance.” The report helps organizations find balance in the creation of effective content strategies while delivering value to stakeholders and consumers and also the bottom line.
A key objective for senior executives over the next several years is to use disruptive technology to get closer to customers, to improve relationships, and enhance experiences. It is a considerable move and the result will usher in a new era of adaptive and empathetic business models. However, this is a move that is easier said than done., especially when vision and execution are two sides of different coins. This is a critical path where businesses must not only commit to new technology and goals, but also invest in the methodologies, systems, processes, and people to bring about change from within before it can effectively engage outside.
In celebration of the 54th GRAMMY Awards, we are debuting a special edition of (R)evolution. Shot on location in Los Angeles, Evan Green, CMO of the Recording Academy discusses the fusion of two worlds, the social explosion and the increasingly sophisticated expectations of consumers.
In this fascinating discussion, we learn how a 54 year old industry body adapted to the change in how people interact with television, music and one another, shifting from watching the conversation to engaging and helping facilitate shared experiences. More importantly, you’ll hear what it took to get management to see the opportunity for the future and how it changed the DNA of the Recording Academy forever.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold 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. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.