I particularly like this analogy, again thank you to Mark Smicklas.
It’s a chart I use to illustrate the importance of implementing a social business strategy.
The shift to come is moving from a focus on external media consumption to the internalisation and business integration of what it means to become social. External media will always play a role, but it will become the tip of the iceberg.
On one hand, the public desires authentic interactions with brands, in social spaces, from real people with an expectation for real-time response. (Social Brands)
On the other, a business will require an internal, open and collaborative system to be in place that coordinates activities beyond just marketing. (Social Businesses)
This opportunity for brands to more readily converse with their customers is all well and good but the challenge for brands, as with any relationship worth having, is to add value and be interesting….not just talk about themselves.
In the desire to be of the moment some brands have started using tools such as Facebook or twitter but without much consideration as to how. (or whether they’re ready or have the resources to use the tools effectively). This is like going into the garden shed and grabbing a hammer and a spade and then trying to paint a wall.
Many of the social tools are fabulous but only when there is an underlying strategy behind their use….a Social Business Strategy. The tools will come and go. But social business as a powerful and effective communications channel is here to stay.
Interestingly we find the biggest roadblock to social innovation is very often that of return on investment or “Social ROI”
The irony with this is that most social plays begin with the tools rather than an underlying strategy based upon customer insights….so it’s no wonder that Social ROI is tough to measure in the absence of clear objectives.
Two other key roadblocks are 1. siloed organisations with, by definition, limited information flow coupled with 2. the inability to recognise the resource necessary to manage a social programme.
What we’re starting to see is that brands who initially grabbed at the hero tools are wondering why their social media play isn’t working as well as expected. The thing is that getting it right in social is not fast, cheap or easy.
So dont navigate these waters like the Titanic or you will surely flounder.
Do you recognise any brands which are Titanic-esq?