- Engagement Platforms
- yBC Digital Services
- Business TV
Social media usage has become a normal part of life and businesses should be using it as a way to understand customers. In this TV Don Pepper explains why ignoring the conversation is 1950s thinking.
Today, if you don't pay attention to your customer engagement, then what that means is you're not paying attention to the conversation. You're not paying attention to what your customers are saying about you, to each other. You're not engaged in that yourself. You're not paying attention to the level of attractiveness that your brand--. I mean what kind of brand manager would not want to know how engaged his customers are. I don't know, a brand manager in the 1950s maybe, I don't know. You're not in Kansas now. This is reality. Facebook and MySpace and YouTube and Flickr and LinkedIn and Orkut and all of the other kinds of social media sites. It's different. It's different now.
If you enjoyed this video about social media usage, please browse more shows on Connected Economy TV.
If you found this video about embracing digital channels interesting , why not watch more TV shows on the Connected Economy Channel
If social media usage is something that interests you, bookmark the Connected Economy Channel and check back for more TV shows.
Social media policy should extend outside the marketing department, as Bob Barker explains in this TV show.
So companies are just waking up to the fact that they need to leverage their employees.
There’s a terminology that says marketing is far too important to be left to the marketing department, and that is the terminology that’s becoming true now with social media.
So if you just do push only marketing you’re not you know, you’re back to your 2% response or less, or if you’ve just got that mind-set that is, it works but it’s not terribly efficient and people don’t trust that marketing anymore.
So what companies are beginning to realise is that the that sales people and individuals in the company represent a really good way of getting their content out there, the important content that people need to engage with, particularly in the business to business area.
And so people are beginning to realise that if their sales people and their key executives aren’t good online they need to do something about that because if they haven’t got. For example, if they’ve got ten people on LinkedIn and they’ve got no picture of them.
They may be brilliant, but anyone of a younger generation is gonna look them up and think well, I don’t want anything to do with them. They obviously don’t understand this new world.
So there’s the companies beginning to realise that. LinkedIn has gained huge momentum the last few years as a defacto platform for people connecting in business.
So companies are beginning to realise the power of LinkedIn, companies are beginning to realise the power of content and getting people to share that content through social channels.
And it’s very important that individuals are used to share that content. It’s much more easy these days.
You’ve got these share buttons on the bottom of all the content. But even people knowing that they can just click on that content and it will share it, people generally don’t know that.
So there is a big opportunity to educate people who haven’t had that education because nobody told you how to use a PC, nobody told you how to use social media to get that education and help the firm do its marketing.
Connected Economy TV will have more TV shows about social media policy, usage and trends. Why not bookmark the page?
Marketing planning should incorporate both traditional and digital elements, as Bob Barker explains in this TV show.
So marketing is always three things.
It’s about traditional marketing, you can’t ignore that.
It’s about online, it’s about your website, and it’s about social these days, right, because people are sharing stuff online, customers are in control, so you can’t ignore that bit of it. So people are having the conversation.
They’re also expecting that when they really want to know about your company they will come to a decent website, understand your content, be able to transact with you, understand the company, and all the rest of it.
But they also want the traditional part of it.
So if they want a brochure, they want to have a physical event. So you have to balance all that lot.
And social is that technology now that goes across all those layers.
So if you’re at the event you need to let people know that you’re at the event and do something about networking and all these tools like highlight or whatever it is while you’re at the event.
But if you’re on the digital platform they need to be making sure that it’s optimized for content and people are linking to that content, and people are recommending that content from the company that you’re with so that you’re using employees as a channel there.
And then from a social perspective you need to find the people that are going to be good at creating content and being out there, and connecting out there, and being the experts for you in that social realm on the subjects that you focus on.
It is important to be aware of technological changes, and the development of the connected economy to achieve good marketing planning. Connected Economy TV will continue to bring you useful content for your business.
Robert Scoble is a major player in the connected economy. He works as hard as any Grand Slam winner, as Thomas Power explains in this TV show.
The reason I love Robert Scoble so much. I’m a former serious tennis player and I always think of the players in my time in the ‘70s and ‘80s who were the players of the moment for me – Bjorn Borg and John McEnroe and Jimmy Connors, Roscoe Tanner – and you know the modern day equivalent of those – the Roger Federer, Djokovic, Nadal, Murray.
They’re the sort of modern version of what I remember as a kid, and I try and use those sort of top four guys online and think who are the top four guys online? You know, who is the Roger Federer on the internet?
"A learning, networking, publishing, posting, sharing machine"
And that person is Robert Scoble because he works so incredibly hard, he studies so incredibly hard, he’s interviewed like three or four thousand people around the world, he goes to every conference he can, he networks, he reads, he interviews, it’s just relentless, he’s a learning machine, he’s a learning, networking, publishing, posting, sharing machine, like Roger Federer is at hitting that ball so beautifully at tennis and winning all those grand slams.
He’s the grand slam winner online and when, with something new like Google Glass, which is you know like the Apple IIe in 1977, it’s right at the beginning of its birth, that product, and we don’t know what it’s going to be when we’re all loaded up with these face-mounted computers.
He just plays with it, you know, he puts on this thing and he has a photo. His wife Marion takes a photo of him in the shower wearing a face-mounted computer and then he posts it everywhere, on Facebook, on Twitter, Linked In, Google, just to see what people think.
And that photo went so viral, because you don’t associate wearing a facial computer with being in the shower, with water because, you know, it might be plugged in, even though it isn’t, but the battery and water and so on.
That photo really established him and Google Glass and, more importantly, face-mounted computers, which is new to us, as the king of social media in Business Week and Fortune and Forbes and Wall Street Journal and FT, you know.
This guy is so crazy, he’s the kind of social media. And that desire to be totally open, totally random, totally supportive, on all the social platforms, with any technology, all the time, I really admire and respect because it’s … to me it’s just phenomenal. And to do that for 100 hours a week, relentless, for what must be 20 years, to me that is a unique gift.
"I’d like to see mini Scobles everywhere."
And he probably has every ailment known to man, you know, getting in his way but he overcomes every ailment he has to just consume, learn and share, and I … I think if we had a world of consume, learn and share and teach, we’d be advancing much faster, much faster. I’d like to see mini Scobles everywhere.
If you want to learn more about the internet just like Robert Scoble, Connected Economy TV have more shows on from the industry experts in the midst of the digital revolution.