August 13th, 2010 § View Comments § permalink
David Armano is one of the leading thinkers in how the modern business can become more social in terms of interaction. His model of internal v external is certainly very interesting. My view on the internal v external interaction is this:
A business can not become social unless the internal co-ordination is right and the business is already operating socially itself. Internal, therefore, drives external. Although the external technologies are an influencer for the way we should now behave, we can only determine the way the company acts by looking at who or what makes the company integral to the community. Think about, if I as a marketeer go off and engage in social media like Facebook, Twitter, LinkedIn, yet internally we aren’t sharing, propogating or acting socially, there will be an obvious disconnect between how the customer interacts with marketing and how the customer interacts with the rest of the company.
Anyway, David’s model is below and a really good starting point. Keep an eye out for my model this time next week. It certainly takes cues from David’s model but is utterly unique to me. I hope.
laters.
August 13th, 2010 § View Comments § permalink
I have been talking about Social Media for awhile. Put simply, I don’t think the use of social media channels or the choice of technology, is the best way of understanding how to become more social. My preference and desire has always been to work with great brands from the inside, helping them to think more openly about how they interact with consumers, their customers and of course some of the most important people in the building..their co-workers.
It seems to me that we are at the second stage of a revolution in thinking. One that is a pretty good step away from the first stage thinking of “you need to become more transparent”. This is much more about how do we use our greatest assets, our people, to create a realistic, relevant and responsive change to the new social marketplace.
Don’t get me wrong, the social media channels we adopt and use are of course massively important. However, for the meantime I’m going to talk about the real passion that drives me forward, social business strategy…. working from the inside out. I hope you find the writing interesting, the thoughts provoking, and of course the content worth sharing or spreading.
A new dawn. It is quite exciting really.
Matt
