Source material: groundswell by Li C., Bernoff, J
Autobots! Transform! The… industries. Because of the groundswell. Attack? Help these companies understand the mobile age! If you’re company connects and taps into the groundswell and listens properly then your company should never be the same again. It is like constantly innovating customer service, because that is what it is really all about. Good businesses serve their customers well because they know what their customers want. Social media opens that up in entirely new ways. But it isn’t quite that easy. I’ve said before that the word is going increasingly mobile and that it is rapid. This article from Business Insider predicts that it will basically explode five-fold in the next 4 years. If you’re a big company, you best make an app. Send push notifications through it. That could very well be a new form of direct mail. Push notifications all pop up on my screen until I dismiss them. Why not use that for marketing? What about Snapchat for short time-span hype? A 5 second picture that gets auto erased would be awfully hype for your customers. If you’re a game company teasing box art or a sports team teasing a new uniform, wouldn’t that be a cool way to go about it? Type out a mini-message, take a picture of a corner and send it off. Sounds like viral marketing to me. You have to start somewhere. 1. Start small Company transformations are not easy tasks. Its a lot like a merger, which as history has shown, are full of hiccups to the point of causing big old failure. You’re merging new ideas into a company full of different personalities and peoples with different beliefs about how to do business. You can’t come in with these ideas, say “Everything we used to do sucks. Now we’re doing this!” and expect it to go smoothly. You just end up insulting people. But if you start small and strategically it can work. Like slowly dripping food colouring into water, and then slowly stirring it so the momentum doesn’t make anything spill. Change takes time so pick your strategy strategically for ultimate strategery. 2. Educate everyone This is especially true for executives who tend to believe social media and newer business practices are for kids or them daggum hippies and not customers. But wait, these “kids” are getting older and becoming the core customers and target audience/market. Proof and evidence always works best. One great example of proof would be to construct an in-depth Social Technographics Profile packed with all the facts and numbers a lot of the “older school” thinkers tend to favour. It also wouldn’t hurt to set up an internal version of any external efforts so people can see first hand how it works on a small scale to help them understand the benefits on a larger scale. Have an internal sort of social media sharing platform on the company’s intranet. You can’t make successful changes if people don’t understand them. 3. Get the right people in place This is one of the simplest business concepts. Getting the right person for the right job. This usually comes down to knowledge of the situation, but more importantly passion. If someone is passionate about something then they are more likely to succeed. You need this relationship with the customers established and for it to be successful or else what is the point? The most successful sports teams hire the right people to coach and manage, and that is why they are successful. Ownership is proactive in finding the right people but once they have them they sits back and say “You are the guy. This is up to you. You win us a Super Bowl/Stanley Cup/World Series.” They don’t put people without the right knowledge or passion in that position. If you have the right ownership group in place, they’ll find the right management group, to find the right coaching staff, to find the right player personnel to win. No team has won a Cup/Bowl/Series by putting someone who just had spare time into a position they weren’t suited for. A business shouldn’t do that either. 4. Synchronize your third parties This involves getting your technology partners, contracted agencies, third party anything’s coordinated on to your plan. You’re paying them to do work for you, but if they don’t know what is happening, with you and your other agencies too, you’re probably not going to get very good work from them. This could be duplicate work, wrong work, bad work. Plain old confusion. That is never a good thing in business. Also be ready that if push comes to shove, change agencies or partners. If the one you’re working with cannot do work the way you want need then it is a waste of time and money that could be better spent elsewhere. 5. Plan ahead You want to know where this is supposed to take your company. What are the expectations? Where are you planning to take this objectives? Why? Plan a couple steps ahead at all times. Anticipate twists and turns. You don’t drive a car only paying attention to the first 3 feet in front of your vehicle, why would you figuratively do that in business? ____ Read my latest sports bits at Talkingbaws.com Goalie Mike Smith scores with less than a second to play High school umpire Tag Team’s his strike out call Don’t be upset that Joe Thornton would touch himself _____ Authors note: I have to apologize for the late post. I was suffering from some sinus infection induced migraines as well as midterms this week at college.