What is companies face the common challenges during social maturity?
At the end of Groundswell: the common challenges companies face—and the progress they make, Charlene Li and Josh Bernoff talked about fundamentally, social technology requires companies to move away from traditional mass marketing and management techniques and concepts of control, and toward empowering and connecting individuals, whether customers or employees. this process is difficult. Companies face four fundamental obstacles to adopt social technological. The cultural issue, the problem of perspective, and the organizational issue, the real risks to social applications.
Charlene Li and Josh Bernoff express highly conservative top-down cultures and heavily regulated industries that fear moving forward are two key reasons that companies remain dormant. A famous example is Eileen Fisher. They realized that its customers have the potential to spread positive energizing messages about the company.
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| Eileenfisherny Instagram: look at the comment, we can notice the name loribuscaglia spread love to EF |
Because of a leader in the company’s eCommerce group, and Ann Gilligan, a leader in marketing cooperate with Forrester, they decide to focus on listening, a blog for talking, and eventually energizing its most enthusiastic customer. At the beginning of the time, it must be waste of time and need to obtain approval from all departments, even if it’s a little uncomfortable at first, Lauren and Ann are coming to grips with the fact that sometimes you just have to get started. This situation at Eileen Fisher is typical of companies moving forward from the dormant stage.
So if your company is in this situation, the company can implement something simple and low-impact that can get a wide agreement, like listening or a blog that features visuals that are already part of the company’s other marketing.
From the reading, we can obtain one benefit in a World Transformed by Social Technologies which is even as this conflict happens, the people involved begin to realize that they’re all pulling in the same direction---for a world where the customer-facing staff is immersed in the groundswell and management is regularly communicating with employees through social channels. Forrester analysts were telling people that the web would change everything about the way they served customers, transacted business, worked with partners, and managed employees.
A good example is Starbucks, the company has acquired 30 million Facebook fans and runs an idea community that has already generated 100000 suggestions from customers; Starbucks has adopted one hundred of these ideas already. As Matthew Guiste, director of global social media told us, “we have two rules for social media: first, it must always provide value; and second, don’t mess it up.”
The next part opened the chapter: “the future of the Groundswell”, with Wine Spectator, Jason Korman. Jason realized the key was to concentrate on the experiences wine is a part of, not the wine in the bottle. “Wine is a social lubricant,” he says. “While we care passionately about wine quality, we really believe that wine is about what happens after you open the bottle.
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| https://wineanorak.com/blog/2008/11/meeting-jason-korman-stormhoek-dude.html |
End of reading, obtain one key to success is attaining groundswell thinking. Blogging, connecting in communities, “friending”---these are all personal activities. Develop empathy for the people, and you unlock their secrets. success in the groundswell means listening not just to customers but to others in your company, and to people who’ve built applications at other companies. We’re all learning here; the best listeners will end up the smartest. Besides, The company should keep patient, have a sense of flexible ability, and collaborative.
Hi Jiahui,
ReplyDeleteGreat post! A large part of engaging the groundswell to its full potential is by creating environments for your brand loyalists to speak. Starbucks is a great example of a company that is socially mature as it has created a community that actively listens to its most passionate supporters. As you mentioned, there are several challenges to reaching social maturity, but the payoffs seem to make overcoming these challenges worth while.
Hi Jiahui
ReplyDeleteThank you so much for sharing this week. You showed me that the key to success is to think hard, to listen to customers, to listen to other people in the company and the people building applications in other companies. And the company should be patient, flexible and cooperative. These are the keys to success.
Hi Jiahui,
ReplyDeleteThank you for sharing your reading reflection. In fact, no matter which countries, media platforms, organizations or bloggers want to market their products or accounts, they all have similar methods. For example, cosmetics companies will certainly invite famous stars to propagate new products, and digital products launches will certainly invite experts in this field to guide customers to purchase and increase the companies' popularity, and so on.
Thanks.
haha jiahui i am here ~~~
ReplyDeleteGreat summary, and you have nice examples to support your reading.
Besides, I just got some new ideas from Jimmy, and here's what you do: Common Challenge. In fact, the first challenge that many, many companies are facing now is how to use social media properly, or how to transform. This transformation is to break away from the traditional media to promote their products, which will test the company's comprehensive strength and Groundswell' s long-term relationship... thank you!!
Nicely done!!