Posts Tagged ‘digital’
Earlier this year, I had the opportunity to present in London at a special Adobe event to celebrate the launch of What’s the Future of Business: Changing the way businesses create experiences. Immediately following the presentation, I joined Adobe’s Jeremy Waite to shoot an episode of Marketing Minute.
Guest post by Andrea Vascellari. You can follow him on Twitter @vascellari and visit his website at www.andreavascellari.com.
Today we still see a large number of organizations that keep struggling to align social media and new emerging communication technologies with the overall firm strategy.
Organizations should adapt, look in the mirror and recognize that they need to change because the world has changed. They should embrace new strategic frameworks to avoid getting caught up in the digital hype that hit them every day with new solutions and focus on what can actually help them achieve their business and communication objectives.
Companies at the leading edge of change are recognizing that Social isn’t the catalyst for transformation, it is a shift in human behavior that changes everything. Social and its partner in change, mobile, can’t be limited to particular campaigns or even to specific departments. This revolution impacts employees and customers and all parts of the enterprise. There are no boundaries now; everything is integrated.
How do you define engagement?
No matter how you define it, engagement is something that we most likely underestimate. Engagement symbolizes the touches that occur in various moments of truth and this should completely change not only how you engage someone in each moment but also how the inside of your company works with one another to make it frictionless and experiential.
Facebook hit a billion users! Twitter is the new digital water cooler! Youtube is the future of TV! Ok, you get it right? Social media is transformative. So what? Every business that thinks about customer engagement through a technological lens will miss the very thing that will keep them in business for the long-term—the impact of technology on society and behavior and how it opens up new touch points and changes expectations as a result.
Social media experts will tell you, and they’ll make a pretty good case too, that it is the golden key to unlocking meaningful customer relationships and the gateway to surprising and delighting them over time. So how does social media do this? Well all it takes is to listen, be part of the conversation, curate great content, run native advertisements, and oh yeah, be transparent and authentic. Done and done.
Well, wrong and wrong.
One of the challenges marketers and strategists face today is understanding the difference between a success story and an example that has true business impact. With every story and through our own experience, we are learning about the transformation companies are undertaking to migrate from social brands to social businesses. One of the emergent trends that we will soon be tracking is the move from social to experiential where social media plays only one part in the greater production of everyday customer engagement. Social becomes part of the overall experience as does mobile, web, real world, and other channel strategies that guide customers on the journey… wherever it may begin and on whichever path they prefer. The experience must be dedicated to each channel yet integrated to deliver a holistic brand odyssey.
The Boston Celtics know how to win. And while the team is now preparing for the next NBA season, Peter Stringer, Senior Director of Interactive Media is on the court every day. With 6.5 million fans on Facebook and 600k followers on Twitter, Peter’s work is just getting started. Serving customers in today’s hottest networks is one thing. Catering to a worldwide community of rabid sports fans requires in a series always-on digital arenas takes a different level of engagement altogether.
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.
In 2011, the digital landscape underwent a significant shift that will have profound effects on business in 2012.
The challenge is that hardly any business leaders noticed. That’s not their fault however.
Although the impact of technology on business and consumer behavior was widely reported, in-depth reports on what to do next or how this will affect their business specifically were scant at best.
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.