1. Turning Information Overload into Insights and Opportunities
Today’s fast changing and complex world confronts both businesses and customers with too much information and confusion that comes with change and innovation. The time pressure of a 24/7 world exacerbates the problem.
Web 2.0 tools and filters can harness information overload and turn it into insights and opportunities. These filters can help businesses deal with their own challenges. Most importantly, executives gain insights on ways to help customers make sense out innovation and see how it can help them and therefore creating desire and demand.
2. Building a Networked Brain Trust
Trust in relationships can simplify things in a fast-paced and complex world. While online networks improve the efficiency with which businesspeople can accumulate and manage connections, they don't necessarily foster trusting relationships. The reality is that time-pressures and other societal factors have reduced the number of close relationships for most people.
Online social networking sites and tools can be used proactively to build a robust base of people who can provide the knowledge, know-how and advocacy to thrive in a changing business climate—a Networked Brain Trust. The key is turning online connections into trusting relationships with real-world consequences.
3. Regaining the Ability to Influence Customers
Customers in just about every marketplace are online and they are vetting products, companies and people before they do business with them. All three must have a visible and credible social media presence. If they don't, they lose out. A Web 1.0 website is not enough. Today customers not only want to know about products and where to buy them, they want to know about the experience they can expect when they consume them. And, they want to know if the people and companies behind the products will help them get the greatest possible experiential value with the least possible frustration.
The rules and tools of a Web 2.0 world are dramatically different from traditional marketing, advertising and brand building. To be successful efforts to build a credible social media presence requires an understanding of how today's customers make decisions and what they value. It requires an understanding of the principles underlying the viral network effect of social media as well as how Web 2.0 tools can be systematically used to make it happen.
The new rules and tools of Web 2.0 are a source of disruptive change to the business world. Therefore, it is essential that any businessperson who wants to adapt and thrive must know how to play the game. You can outsource the tasks but you can't outsource how your business knowledge and know-how addresses the challenges your customers face.
For the past year I have been helping clients deal with these issues. The insight, strategies and tactics are now available in two forms. One, an interactive eBook, Get with it! The Hands-on Guide to Using Web 2.0 in Your Business. The second is a series of 12 short and digestible, online seminars. To learn more, I invite you to go to the Get with it! Site.
Courtesy - John I. Todor, Perfect CEM
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