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    • Stowe Boyd
    • Stowe said: How does Lee Bryant manage to appear level-headed and visionary at the same time?
      Quote: Is the word ’social’ unbusinesslike? Well, of course not, and you will rarely find a senior manager who does not agree that business is also social, people buy from people, etc; and it is very hard to think of a more accurate term to describe harnessing people and networks for business. But that doesn’t those much lower down the value chain falling over themselves to come across as more Gordon Gecko than the managers whose language they imitate. What counts here is outcomes, not terminology, prejudice or ideological insecurities. If we are communicating the value proposition of E2.0 or social business design simply in terms of labels, then we will not get very far. There is plenty of evidence that the move towards socialising business, by which I mean making smarter use of people and networks to create value, produces excellent outcomes. Added: November 16, 2009 at 10:13AM EST
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    • Stowe Boyd
    • Stowe said: "The "New Black" is different. It doesn't start in marketing, though it's often championed there. Instead, it starts in operations. At a fundamental level, the social Web empowers people to discuss experiences, share thoughts, and learn from each other. Now scope this down to business, and apply it to creating long-term sustainable growth. Take a page from Fred Reichheld's "The Ultimate Question" and ask yourself: "How do I drive consistent 9s and 10s?" The answer isn't marketing in the awareness sense, although that's an important part. The real answer is operations, the place within an organization (often along with product management) where goods and services are created and delivered. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another choice. Operations delivers. Any gap between the two drives a conversation on the social Web. Compared with social media on its own, social business -- and more specifically social business strategy -- steps further into the relationship between the business organization, the customer, and all of the other marketplace participants. On the marketing side, traditional advertising and PR are about "us reaching them." On the operations side, conventional customer-relationship management is about "us understanding what they liked or didn't like." In both of these, we use the data collected to improve messages, products, and relations with our customers. Social business strategy connects customers with each other and simultaneously with the business. Social business strategy drives through the business to connect everyone in it back to its customers. "
      Added: September 22, 2009 at 5:08PM EDT

 

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Scott Karp Editor & Publisher, Publishing 2.0
Jay Rosen I teach journalism at NYU. I'm the author of PressThink. director of NewAssignment.Net, New York University
Mathew Ingram communities editor, The Globe and Mail
Jeff Jarvis Blogger, Assoc. Prof., columnist, Buzzmachine, CUNY, Guardian
Ryan Sholin Director of News Innovation, Publish2
Daniel Bachhuber Editorial Intern and Executive Director, Publish2 and CoPress