Short Guide to Forum Outreach

Short Guide to Forum Outreach: experiential social mediaThe short guide to forum outreach reveals how experiential social media teams can tap forums’ unique opportunity to engage users, using a three-stage model. Forums are vital to relationship building with people with specific interests. They are consistently the most people-centric platform type according to CSRA’s research in such diverse industries as healthcare, consumer products, financial services, government, and nonprofits. As such, although they are very human and social, forums are distinct from social media, which often enables social actions oriented to content sharing and short exchanges.

In some ways, forums are the polar opposite of social media because their DNA is threaded discussions, which enable long conversations among many members. Even more exciting, the most passionate members are often members of several forums that are relevant to your stakeholders and workstreams.

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Noodle XII: Why Machines Won't Displace Human Workers in the Knowledge Economy

Noodle 12: Why Machines Won't Displace Human Workers in the Knowledge EconomyWhy Machines Won’t Displace Human Workers in the Knowledge Economy is a short thought experiment, in the spirit of all Noodles, which was in response to a post in Wired. In Here’s How to Keep the Robots From Stealing Our Jobs, John Hagel posited that a major rationale for the Knowledge Economy firm would be its role as a “knowledge platform” that enabled people to accelerate their learning and productivity. I highly recommend the post, which sparked many intelligent comments.

It’s obvious that many people are having difficulties imagining the world toward which we are hurtling, a world in which machines are getting “smarter” and able to “compete” for work roles that humans now do. In writing The Social Channel App, I thought long and hard about the Knowledge Economy and people’s roles in it, and its main thesis is that everything, from states and enterprises to people and products, will be differentiated in the Social Channel and that “humanness” will assume a much more visible importance in the economy.

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Using Social Media and Social Business Together to Evolve Experience

Using Social Media and Social Business Together to Evolve Experience reveals differences between “the two socials,” and its startling conclusion is that most businesses will benefit from keeping them separate but related during the next three years.

Using Social Media and Social Business Together to Evolve Experience[Updated] There’s a much deeper context that makes the two socials vital: many of the assumptions on which business is built are being completely disrupted. For only one example, as Chief Marketer myself, I used to follow the mantra, “We always want to show our brand in the most positive light” (even when we’re lackluster). That impulse is increasingly risky. Take a few minutes and reflect on how profound that change is. Entire marketing and public relations industries are built on it, and it is very risky because people reveal the obfuscation and half-truths that used to work. There is no such thing as a “half” truth.

From a practical standpoint, organizations need to manage their way through the transition to pervasive transparency, pacing their evolution with changing stakeholder expectations. This is where social media and social business […]

Digital Transformation's Personal Issue: It's the Key to Customer Experience

Digital Transformation’s Personal Issue reveals personal treatment to be the key to breakthrough customer experience, and it shows how digital social spaces enable Chief Digital Officers to use personal treatment to create more profit. Before they arrive, though, they need to lead their organizations through the Personal Issue. Digital Transformation's Personal Issue

The Personal Issue refers to a perceived conflict between empowered customers and profit-starved companies. Digital social technologies are enabling customers to “re-personalize” business and society because their online interactions among themselves are personal, which is changing their expectations of all interactions.

However, businesses resist treating customers personally because they fear cost and inefficiency. They don’t understand the digital social economics of treating customers personally online, at scale.

Meanwhile, the missions of chief digital officers (CDOs) and chief customer officers (CCOs) are creating bold new “customer experience” and profits by using digital technologies to transform organizations, brands and businesses. They will fulfill their missions far more quickly and completely by using the key.

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Noodle XI: The Rise of Design and Fall of Nokia, RIM and Motorola

The Rise of Design Signaled the Fall of Nokia, RIM and MotorolaThe rise of design signaled the fall of Nokia, RIM and Motorola describes how engineering is becoming less important in distinguishing hightech and other products from each other. It also presages a seismic shift away from product towards customer experience in determining market leaders for people-oriented products and services. A very large portion of product companies will follow in the footsteps of these three former mobile phone titans unless they transform their focus from product features (engineering) to customer experience (design).

By no means do I imply that engineering is not important—in fact, it is more important than ever—I assert that it is less important than design in differentiating people-oriented products. Engineering is abstracted away from the customer/user of the product, and design explicitly addresses how the customer uses the product to attain outcome(s).

Design is to the Knowledge Economy what engineering was to the Industrial Economy.

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Omni-Channel, Retail Mobile and Big Data

Omni-Channel Retail Mobile and Big DataOmni-Channel Retail, Mobile and Big Data offers tantalizing glimpses into current and future omni-channel retail trends and technologies. I “sat down” with three thought leaders and a crowd of smart people on AllAnalytics’ real-time webcast, which featured real-time Q&A with the panelists afterward. You can watch it here.

Panelists Dr. Erik Brynjolfsson, Dr. Yu Jeffrey Hu and Dr. Mohammad Saifur Rahman collaborate on numerous projects, and they are intensely interested in retail transformation. They also referenced one of their recent papers, Competing in the Age of Omnichannel Retailing, and I have added some of its points here as well. The webcast was well moderated by AllAnaytics’ Noreen Seebacher and Beth Schultz.

Although it wasn’t discussed in depth, I observe that big data is especially poignant to retailers for two reasons: they have extremely rich internal, proprietary transaction data on customers (loyalty cards, credit cards, returns information, call center information, service information) and retail customers are the most free-wheeling online. Retail customers discuss their experiences in situations in which they use most types of products. This gives retailers priceless information: […]

Hightech and U.S. Healthcare Transformation

Healthcare social businessHightech and U.S. Healthcare Transformation recaps The Future of Healthcare: How Technology is Enabling New Models of Healthcare Delivery, which was cosponsored by Katten Muchin Rosenmann and the Illinois Technology Association. The seminar featured five panelists with various points of view: two CEOs of healthcare start-ups, one venture capitalist, one healthcare management consultant and a healthcare attorney.

The consensus was that, at long last, U.S. healthcare is going to progress beyond the waiting room; a perfect storm of market forces and technology enablement has created the conditions for significant reform. Regulations are balancing privacy, protections and digitization, and start-ups are attacking pockets of inefficiency, often through mobile applications and cloud solutions. Technology empowers patients and providers because information is increasingly available real-time. Information enables patients to be more aware of their health as well as the ramifications of their decisions, and it can improve collaboration between provider and patient.

Government is a major change agent; the U.S. taxpayer is footing a higher and higher bill, and healthcare has absorbed all wage gains for many years now, effectively preventing Americans from improving their quality of life. Read on for my notes […]

How to Tap the Social Business Double Value Proposition [CDO Guide to Social Business Part2]

How to Tap the Social Business Double Value Proposition outlines an efficient and rigorous process for using social business for digital transformation in two ways: social business itself can drive reputation, preference and profit, and it’s the fastest way to develop requirements for mobile, ecommerce and big data investments.

How to Tap the Social Business Double Value Proposition [CDO Guide to Social Business Part2]

The social business double value proposition works because it discovers, engages and validates the organization’s understanding of stakeholder outcomes. Every organization’s crucial stakeholders have outcomes that they hope to attain by interacting with the organization or using its products or services. Developing deep and broad knowledge of stakeholder outcomes enables the organization to serve and quickly deepen their relationships with their stakeholders—by helping them attain their outcomes by collaborating online; moreover, since it opens fast and inexpensive communication and collaboration channels with them, it can create a continuous innovation process and sustainable advantage over rivals.

The Guide to Social Business Part2 shows how to maximize efficiency by using external and internal analyses to create and execute social business strategy, step […]

The Big Omni-Channel Trap: How Retail Risks Overspending, Low Returns

The Omni-channel trap logo[UPDATED] The big omni-channel trap awaits digital executives who make huge technology, process and people investments to create new “experiences” for “connected customers” but neglect social technologies’ ability to engage people emotionally. Few business executives have spent enough quality time in digital social venues to appreciate how personally and deeply people collaborate online; rather, it is normal for CDOs, CMOs and CIOs to primarily think of “digital” as mechanizing technologies like Web transaction systems (ecommerce), mobile and big data. That’s the preconception baits the big omni-channel trap. The Big Omni-Channel Trap is second in CSRA’s retail & omni-channel series, and it will show you how to avoid the trap.

More and more customers and other stakeholders are collaborating online and getting accustomed to being individually treated like people, not demographics of consumers or customers. They like it. People can’t resist places in which they, and others around them, are listened to and responded to meaningfully. People respond to each other’s emotions. Organizations that don’t appreciate this development will invest heavily and receive lackluster returns, weakening themselves at a […]

Transform the Enterprise [Social Business Team Building]

Transform the Enterprise [Social Business Team Building] case5Transform the Enterprise is almost always initiated by the CEO’s office, the CDO, the board of directors or other strategic body. Its defining characteristic is enterprise transformation, using social business as a key enabler. Some of its common business contexts are: the hiring of a (new) CDO (Chief Digital Officer), which is itself a commitment to use social business for transformation; a merger, major acquisition or sale whose focus is to redefine the enterprise; “pervasive social business” that results when several of the enterprise’s brands have had some social business success that the executive team wants to scale; scaling enterprise 2.0 social collaboration technologies; self-disruption to create a new level of competitiveness.

In 2013, digital marketing and firm executives are thinking about building their internal teams to provide more continuity and scale. Transform the Enterprise also focuses on the right side of the Social Business Life Cycle, specifically on Scale and Integrate. At this point, the enterprise usually has a panoply of social business or social media resources that it wants to knit together into a cohesive […]