Social networking and community engagement technology made easy

“Customers buy because of perceived need,” says Pilar Guerra, in her most recent Social Media Today blog post entitled Learning Why Your Customers Buy.

The more I think about that, the more I really don’t believe it. Rather, customers buy because they feel your product or service will change them in some way. This could be changing the way they look, the way they feel, the way they communicate with their customers, or the way they think. As John Assaraf and Murray Smith say in their book, The Answer, your customers buy because it is something they’ve tried, and never want to go without it. So, it’s not necessarily about need.

As we evolve into Web 3.0, some things won’t change for many people. Some organisations won’t understand the conversation. They won’t put the effort in to create something they aren’t familiar with. “Old habits die hard,” they say. My prediction…there won’t be much growth for them. Those who do however want to step into chartered territories (unchartered for them) will see a significant change over time. This change will take place because they have listened to feedback. They have evolved their product or service to fit the needs and wants of their customers. They have evolved to make something their customers can’t live without. They have all changed, and that change is fulfilling on all sides.

Where do you begin? Check out where you are.

Tools (aka-social network or platform):  Is your organisation “conversation ready?”  In other words, what tools does your organisation have in place for creating brand awareness and customer conversation?  This goes beyond the scope of third party social network platforms such as Facebook, Twitter, You Tube, etc.  Third party sources are excellent ways to connect with clients. What I am speaking of is YOUR platform. One that is client/customer friendly and is able to facilitate all the goals of your organisation. A space where your customers and constituents can go to learn more and participate in what you are doing.

Something else to think about as we move to mobile platforms is literally-going mobile. Perhaps creating an application that people can download onto their mobile devices to stay in the loop and get updates easily. That is where we’re headed so it’s something to think about.

Conversation: What conversation are you creating in your social platform? We recently posted a blog about blog strategy and the goals of spreading an idea, learning, building a podium, building authority, building a resume, and building a legacy. Keep in mind these last four include the word “build.” Building takes time and consistent behavior. By actively participating with your customers and client base, you build who you are and what you do. Everything expands from there if you are open to it.

Constant evolution: Don’t be surprised if what you are doing today takes on a different form a year from now, once you’ve connected with the needs and wants of your customers/clients and constituents. Although you think that may put you out of your comfort zone, remember that evolution isn’t a painless process. It’s survival of the fittest. Be prepared for growing pains, yet open to big ideas and even bigger growth.

With how the web is changing, there is really no reason to be stagnant. Join the movement. What are your thoughts on the movement? What steps has your organisation taken in the past and recent past to adapt to the upcoming changes?

posted by Piers Hogarth-Scott in the category Social Media Social networking Web 3.0
Tags: social media today, Web 3.0