2012: Think Social Business, live Community Centric Strategy

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2011 was a great year for Social Business!

Social Business got the right attention and awareness. And those companies which thought that „social trend“ might go away, found themselves in business meetings, workshops, seminars, webinars with me, or conferences where people gave me the honor to be the moderator. After all, the feedback was such that I can definitely summarize the 2011 Social Business success with the opening statement.

What happened in terms of Social Business in 2011 and what is the outlook for web marketers in 2012…?

Well, first of all companies spend more time and resources understanding the challenge Social Media and Social Networking from a business perspective. We got the proof that European bosses don’t have to be persuaded to see the benefits of Twitter, that Social Media is a big internal topic, and that Social Business is critical to future business success.

ROI aspects are still key for Social Business performance. Nevertheless CMO’s were often lacking the right plan even for their Social Media efforts – and often CEO’s doubt their business credibility.

Job offerings spread around Europe, although sometimes clients asked me whether the offering is correct from a capabilities point of view. Often these openings were meant to be Social Business, in terms of a team-orientated or community-centric positions, but ended up being a „one-man-show-responsibility“: the Social Media Manager – although we all know about the importance of a multi-layer framework to set up a proper Social Media strategy.

From a client perspective companies were still very much in the broadcast or advertising mode. And the perception gap could easily be made out. Although communities were their targets, and many companies and brands tried their best to generate engagement around their business, many of them were still in an advertising scenario and mindset, instead of trying to think about change management in terms of culture and people.

Ultimately, companies have a massive opportunity in 2012 to change their perspective and become Social Business driven with the right teams…
– Teams that work with customer market intelligence.
– Teams that scale the business with social commitment.
– Teams that crave content for leadership and insights.
– Teams that understand business touchpoints in new context.
– Teams that leverage synergies between companies and brands with an appropriate plan.

And these teams don’t work internal or external. These teams group together cross-channel through Community Centric Strategy by understanding the 5C’s as the engines of Social Business: Competition – Commitment – Content – Context – Collaboration.

Finally, Google+ started listing brand pages in organic search results. One of my successful posts from November appears in the first page of the organic search results (see picture last entry).

Status updates will become a game changer in the social ecosystem and boost brand awareness. If companies and brand are blogging they should consider this in their SEM/SEO and keyword strategy when posting your topics on Google+. Marketers should consider this and watch out if this should not affect Facebook and Twitter marketing activities. Maybe it is time to invest more in content marketing

Spot On!
All roads might lead to Rom – not many to lead to a Social Business. Companies that will work with the Community Centric Strategy in 2012 can close the perception gap between consumer and customers on their journey to companies. Social Business is about people and culture. The 5C’s of the Community Centric Strategy is a new way to Rom… but it will leave the „customer chariot“ at home.

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3 Kommentare zu "2012: Think Social Business, live Community Centric Strategy"

  1. Was Sie verpasst haben: Kurzpässe aus KW51 | SMO14 - New Media Excellence am 23.12.2011 09:31 

    […] Martin Meyer-Gossner blickt zum selben Thema zurück und stellt fest: „2011 was a great year for Social Business!“ Zum Beitrag […]

  2. BlogFull.org am 23.12.2011 11:00 

    Traditional social networks fueled Twitter's spread…

    We’ve all heard it: The Internet has flattened the world, allowing social networks to spring up overnight, independent of geography or socio-economic status. Who needs face time with the people around you when you can email, text or tweet to and from…..

  3. Social Business: 84% of businesses have not fully integrated Social Media in their operations am 03.01.2012 21:46 

    […] Kommentar Tweet ©arrow – Fotolia.comThis report comes as no surprise to me as it justifies our Community Centric Strategy model. The study from InSites Consulting states that only 16% of businesses using Social Media have […]

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