Social technology and customer centricity
I'm delighted to be sharing thoughts with you as we head toward Mplanet 2009. I spoke at the initial Mplanet in 2006 on the concept of Reinventing The Marketing Organization.Customer-centricity lies at the core of marketing reinvention. And the rise of social technologies provides brands with tools to create direct connections with consumers.
But integrating social media into your marketing mix is easier said than done. Hundreds of brands globally have started to experiment with programs, but few have used social channels as a key part of any campaign. And more likely than not, those efforts mimic traditional advertising approaches.
I see three key questions facing marketers today when thinking about social technologies to retain a customer-focused point of view:
- What technologies best fit our programs and approach?
- How can we measure mutually beneficial outcomes?
- Are we ready to interact with customers at scale?
You can find many opinions on the first question, but the others are still very open for discussion - which I hope we'll tackle here as we move towards a meaningful event in January 2009.
Peter is currently working with a stealth-mode startup, building an enterprise social services + technology company. He was previously a Forrester Research analyst, and prior to that, was in charge of PUMA's global interactive marketing, internal creative agency, and marketing finance. He also held strategy consulting positions at Razorfish and Coopers & Lybrand. He blogs regularly at Being Peter Kim and tweets once in a while as well.
Peter is currently working with a stealth-mode startup, building an enterprise social services + technology company. He was previously a Forrester Research analyst, and prior to that, was in charge of PUMA's global interactive marketing, internal creative agency, and marketing finance. He also held strategy consulting positions at Razorfish and Coopers & Lybrand. He blogs regularly at Being Peter Kim and tweets once in a while as well.
Posted by Contributor on November 9, 2008 9:20 AM | Permalink | Comments (1) | TrackBacks (0)
Hi Peter:
I couldn't agree more with your opinion on the questions to ask prior to starting a social media effort.
After answering these questions and, assuming the organization moves forward with social media, organizations should ask themselves "how will I manage the social media" whether it be a blog or facebook page.
It's the difference between a successful and unsuccessful effort.
Mary Rownd
American Marketing Association