This is a story about the bond between a brand and a customer and the importance of relationships to do good things together…
Guest post by Steven Gadecki, Director of Digital Marketing at SONY Pictures Television – Follow him on Twitter
Miles Fisher may not be a household name, but chances are, you may have already seen his work. Perhaps you’ve seen his Tom Cruise spoof in Superhero movie or the clip that’s still making the rounds on the Web. Or maybe you’ve seen his clever rendition of “This Must be the Place” by the Talking Heads shots as a video homage to American Psycho.
Your customers are not only becoming increasingly social, their digital lifestyle is fueled by mobile devices. Whether it’s a smart phone or a tablet, they are masters of the small screen experience and accomplished in the art of communicating with both their thumbs and their voice. The most riveting facet of the mobile revolution is not only what we’re witnessing, it’s what we’re missing in these important times of transformation.
You say you want to get closer to customers, but your actions are different than your words.
You say you want to “surprise and delight” customers, but your product development teams are too busy building against a roadmap without consideration of the 5th P of marketing…people.
Your employees are your number one asset, however the infrastructure of the organization has turned once optimistic and ambitious intrapreneurs into complacent cogs or worse, your greatest detractors.
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.”
Social media is about social science not technology. As such, its value is not realized in the Likenomics of relationship status nor in the scores individuals earn by engaging in social networks. The value of social media comes down to people, relationships, and the meaningful actions between them. As such, its value is measured through the exchange of social currencies that contribute to one’s capital within each network. Through conversations, what we share, and the content we create, consume and curate, we individually invest in the commerce of information and the relationships that naturally unfold. It is in how these relationships take shape that is both in and out of your control. This is why, in the age of social networking, relevant engagement counts for everything.
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.
As the headline implies, even though Social CRM exists as an official category, what it is and what it is not is blurry and hotly debated. No, it doesn’t need a new definition. And, no, it doesn’t need new leadership. sCRM, and now “social enterprise” as categories could however, benefit from clarity around what it is they’re solving for, which companies actually provide solutions against those objectives, and ultimately, how everything works together for the benefit of customer engagement and relationships.
Part 8 in a series introducing my new book, The End of Business as Usual…this series serves as the book’s prequel.
Social media says so much and so very little at the same time. First, social media implies that media is just that, social. But when you study many of the best practices or test the advice dispensed through popular “top 10″ posts, you find that at the heart of notable social media successes is simply brilliant creativity and desirable incentives, not necessary authentic or genuine value or engagement. With every Tweet or Like to win campaign, hilarious viral video, and user-generated promotional series, businesses make social media more of an oxymoron than a movement to transform two-way conversations into improved customer relationships.
To download the full Pivot report, please click here…
We are entering the beginning of the end of the destination web as we have known it. Consumers increasingly spend time in social networks and less in their email inboxes and visiting traditional websites. As such, brands continue to race to social media sites in the hopes of connecting with consumers when their attention is focused on conversations relevant to those brands. Part of the challenge however, is earning the attention of consumers not just once, but also building a relationship with them over time.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, sociologist, 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.
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