This week I presented at the ReadWriteWeb 2-Way Summit in NYC. The topic: the evolution of how leading enterprises will be using social media. Yes, the majority of enterprises is still in the “Try” mode; It still considers succeeding in social media matter of luck or of traditional marketing – but there are those enterprises who are paving the way, trying, learning, applying, personalizing, and innovating the experience for their customers and employees. These organizations are set apart by their deep understanding that to truly operate in today’s socio-digital age, they must evolve how they connect with people on the most fundamental layer of their existence: their identity.
Below is a summary of key points from my talk as well as a view of presentation itself. You can download it from the Download section on our site (www.ustrategy.com).
- Social media has gone mainstream. We are also seeing maturity indicators in vertical integration through acquisitions and the number of IPO announcements this year (inc. Facebook, Linkedin, Groupon, Zynga, Pandora).
- At the same time, most enterprises do not know how to deliver a consistent social experience to customers (and employees). “Social” is still a fragmented experience that doesn’t cut across all touch-points of the customer lifecycle.
- Those organizations who will become tomorrow’s leaders are innovating through action (framework included)
- Leading companies demonstrate 5 best practices (detail in the presentation)
- Case study: Evviva brands and Marriott: how focusing on employees helped create a consistent social experience across the Marriott brand for both guests and employees.