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Does evolution happen naturally or intentionally? Dictionary.com defines evolution in the following ways.

1. any process of formation or growth; development: the evolution of a language; the evolution of the airplane.
2. a product of such development; something evolved: The exploration of space is the evolution of decades of research.
3. a process of gradual, peaceful, progressive change or development, as in social or economic structure or institutions.
4. a pattern formed by or as if by a series of movements
5. Synonyms:  unfolding, change, progression, metamorphosis.
6. Antonyms: stasis, inactivity, changelessness.

For a brief moment, imagine you were a part of an organisation or you were a fan of a company where your thoughts and ideas just didn’t matter. Let’s say you have this great idea, and you know it will save the organisation hundreds of thousands of dollars per year. Not only would it save a crazy amount of money, it would also save hundreds of hours in data process each year. How would you feel if you presented the idea to the company and they looked at you and said, “Sorry, who are you? We make all the decisions around here. Thanks, but no thanks.”

Do you think you would want to continue being a part? Would that make you excited to get up and go to work day in and day out, for an organisation that didn’t value any opinions or input? Would you want to purchase or support that type of company? Do you think the company cares about or values its customers? Probably not.

Even though we may believe that evolution is something that just “naturally” occurs, I really think evolution is intentional. There is a choice to evolve. Companies that grow beyond expected understand this. Companies who value the ones who have made them who they are today are a part of the conversation with their consumers. They welcome ideas, encourage community and interaction, and provide a network to do this. These are the companies who are choosing to evolve.

For example, Starbucks has a social platform called MyStarbucksIdea so customers can submit ideas for the company. The ideas are then voted on by other users. The best ideas are then implemented by the company. Starbucks needed to create its own social network in order to do this. Starbucks knows that if their patrons are not involved in their evolution process, evolution stops. They would become stagnant.

In the US, Rainmakers Marketing Group is also a phenomenal example of social network integration. Rainmakers is a marketing group which hold professional networking events in order for local businesses to get to know one another and help grow each other’s businesses. As the members of Rainmakers were growing at the rate they were, they created a social network site called Let’s Make It Rain. On this site, users are able to blog, begin discussion on anything they wish, and there is also a space where users are able to create their own profile. If you have an idea to make an event better, or any of their services better, they welcome it. Rainmakers Marketing Group expanded into four states in 2009 and is looking at international growth by the end of 2010.

Both of the above examples also integrate other social media networks. But the majority of headway occurs in their own social network. Enthusiasts join, are a part of their growth and are completely loyal. Then comes in word of mouth marketing, which is one of the most powerful, FREE forms of marketing out there.

The phenomenon of social networking is the future of marketing. It is the future of evolution. It is a choice you make to grow. What are some things your company is currently doing to involve your consumers in decision making? What choices are you making to evolve?  How can Community Engine help you create your own social network?

Be involved in the conversation. Be involved in the evolution. Evolve or die.

posted by Venessa in the category Social Media Social networking
Tags: rainmakers, social networks, starbucks