Guest post by Andrew Jones (@andrewjns), analyst at Altimeter Group covering Social Media and Customer Experience
Modern marketing is about more than just informing prospects and customers about products, but building relationships with them. The contextual insight available in social media offers an opportunity to better know and engage audiences with compelling, personalized content and experiences across channels. The following is a condensed excerpt from a forthcoming report.
After almost two-and-half years, it is with great pleasure that I officially unveil the fourth edition of The Conversation Prism. Viewed and downloaded millions of times over, The Conversation Prism in its various stages has captures snapshot of important moments in the history and evolution of Social Media.
Conversations about the environment and sustainability are important. But, there may be a prevailing sense that those doing the talking might inadvertently create an “us versus them” conversation. Instead, there is an opportunity to consider everyday lifestyle center point to then examine how the choices we make impact society from a personal point of view. Lifestyle is also something that’s aspirational and as such, requires an ecosystem to inform and empower our everyday decisions without reproach.
The importance of establishing your brand in the era of Digital Darwinism cannot be overstated. Digital Darwinism occurs when technology and society evolve faster than one’s ability to adapt. Every brand is vulnerable, but no business is too big to fail or too small to succeed.
Part of an ongoing series dedicated to small businesses
As you read this, the business landscape is shifting right under your company’s foundation. How customers make decisions, how they discover, communicate, and share, how they influence and are influenced, is evolving considerably. In fact, customer behavior is not only changing, it’s fragmenting and opening the door to new touch points. Your business will now have to compete for the customers you know and additionally, a new breed of customers that you need to know. And, to earn their attention and ultimately their loyalty, you will need to better understand the top technology trends and how they’re impacting customer behavior.
As an analyst, that’s the questions that I’m asked over and over again. In fact it was the same question CNN recently asked in its story last week on Zuckerberg, Facebook, and Wall Street. It’s a fair question to ask and CNN’s Heather Kelly wrote a balanced and thoughtful piece on the subject. While it’s only one of many discussions likely to happen, the truth is that Facebook must focus on its business, employees, and now also investors…regardless of technicalities, follies, insider discussions, etc.
Social media is a global phenomenon indeed. Certainly Facebook, Twitter, Google+, in their own way, each make the world a much smaller place. The distance between any two people is shrinking as the number of network connections continues to proliferate. I’m sure you’ve heard at one point or another, that the distance between two people in an offline world is six degrees. In a recent Facebook study for example, the average degree of separation between two people in the network is only 4.74. When focused on one country specifically, such as the U.S., Sweden, or Italy, among others, the number of hops between two people further shrinks to 3.74.
Marketers, educators, parents, it seems that almost anyone in the Generation X or Boomer demographic is scratching their heads trying to figure out Generation Y aka the Millennial. After all, it’s the first generation to seemingly possess digital prowess as part of their DNA. And, it’s the first generation to receive both a birth certificate and a social profile or presence upon delivery into this world.
Digital Darwinism is a phenomenon when technology and society evolve faster than the ability to adapt. And, it threatens rigid and traditional practices everywhere. It’s no longer just survival of the fittest, but also survival of the fitting. Businesses must earn relevance and to do so requires much more than adoption of the latest technologies or launching endeavors in the latest social or app flavor of the month.
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.
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.