The current enterprise branding/marketing outflows and monitoring systems are not designed for engagement. Instead they are asynchronous push mechanisms –
“Look at me, I’m the cool brand you need to identify with”;
“Hey guy, you really need to buy me, I’m the product that will make you whole again”.
The challenge for anyone working in the social business design arena is not being complacent and accepting the parameters set by clients –
“We have a total budget of $500k, how can you use this to push us in our market using these new social media tools”.
The challenge is convincing a client to change their entire product development, marketing, sales and distribution cycles to become more integrated around a synchronously engaged model, a model that goes way beyond retrofitting.
The challenge as well is telling them that far from making their business more cutting edge, in fact, this radical redesign will make them far more like the businesses that existed pre-industrial revolution.
In putting forward these re-architecting challenges, I am building on a thesis put forward by Luke Harvey-Palmer:
So much of the theory and practice that resides at the core of Social Business Design sounds like the same principles that successful villages and communities existed upon largely up until the early 18th Century. For these villages, commerce was very much about the community, and conversations and relationships. With the Industrial Revolution and the rise of globalisation most recently, corporations have forgotten the notions of community, collaboration and consultation. Before the advent of advertising and the ‘agency’ people were persuaded to buy products by the people who made and distributed the products…and this all took place on local markets, where everyone gathered to enjoy the social aspects of business!
and continued by Robin Hamman of the Dachis Group:
Whilst it’s true that, at present, most social media monitoring is being used to protect existing mass processes, I remain enthusiastic about it’s potential to help genuinely social businesses gain a foothold by helping them identify opportunities, make contact with those with a need (“the market”) and build awareness of their ability and eagerness to fulfill that need. That, however, requires more than just a monitoring solution – it requires a consumer focused strategy, utilising a variety of social tools to support consumer involvement in every step of the process, including product or service definition, testing, refinement and marketing.
Being bold with clients about re-architecting rather than retrofitting will ultimately deliver far greater return on (change) investment.
[pic courtesy of Burwash Calligrapher]