Posts Tagged ‘business’
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..
Guest post by Danna Vetter, VP, Consumer Strategies, ARAMARK
People laughed when we began talking about putting resources towards building a social structure for a company like ARAMARK. We heard it all:
The standard -
“We can’t open ourselves up to this kind of risk.”
The mean -
“You’re just trying to manipulate company perception.”
The ridiculous –
“No one wants to read tweets about hot dogs.”
It’s inevitable that I will get the question. You’d think by now that I would learn to expect it…that I would prepare for it…or have a response that would be purely second nature. But I don’t. I’ve no standard answer that automatically inspires anyone in the moment to take action. And, to this day, I neither expect the question nor do I have a rehearsed or standard riposte committed to memory.
So what is “the question?”
In an era of Digital Darwinism, no business is too big to fail or too small to succeed…this is your time.
Many follow, but very few lead.
Many compete to survive, but few compete for relevance.
Do we listen to our customers? Do we truly understand them?
Do we create experiences or do we simply react?
The future of business comes down to one word…change.
This is a new era that redefines everything.
An era of empowered consumers and employees.
Will we fall to natural selection or will we rise to lead the revolution.
This is our time to make business relevant.
Because people, after all, are everything.
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.
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.
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.
I was recently asked to join a group of experts to contribute thoughts on trends driving the evolution of CRM over the next five years. I must say, that it’s a group of individuals whom I not only respect, but also am lucky enough to know in the real world.
- Ray Wang, Principal Analyst & CEO at Constellation Research
- Brent Leary, Owner at CRM Essentials
- Esteban Kolsky, Principal & Founder at ThinkJar LLC
- Denis Pombriant, CEO at Beagle Research Group, LLC
- Paul Greenberg, Owner at The 56 Group, LLC
Guest post by Scott Forshay, creator and editor of mobi.luxe. Following him on Twitter @mobiluxe
Establishing consumer relationships through mobile marketing, as with any successful, productive relationship, inherently requires a mutual exchange of value. Whether consumers are opting-in for brand communications via SMS or engaging with the brand in a single instance through scanning a QR code, the onus is on the brand to deliver value in return for customers’ valuable time and information. Without the perception that value has been exchanged for value, the relationship becomes essentially one-sided and unrequited attempts at interaction on the part of the consumer will spell the end of the relationship – perhaps permanently.
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.