IBM has released their 2012 Global CEO Study
In years past, IBM reflected global CEO’s concerns about change and the challenge of doing business within an increasingly uncertain world. In 2012 it seems that CEOs have become more comfortable with, or at least accepting of, disruption and the idea of consistent change. They seem to embrace the chaos.
Within the 2012 report IBM recommends:
- Empowering employees through values
- Engaging customers as individuals
- Amplifying innovation with partnerships
Employees need to feel a part of an open, more curious culture and uniquely human, a part of something far more than a branded product or service. Collaborative innovation will depend on the ability for companies to share information and ideals. But, for this post allow me to have a look at engaging customers.
CEOs Are Ready To Get Social…
Social media will be positioned as the preferred and most effective method of communication. Creating the conditions that support social dialogues depends on your ability to think very differently about the role of marketing.
Messages must be resourceful, and when possible, original or perhaps co-created. A social strategy designed to nurture authenticity, sharing and response, will realize the advantages of emotional connections. Creative brands are also able to capture and utilize emotion as it evolves from immersive brand experiences.
Moving beyond the idea of engage to expanding sustainable connections remains a challenge. Companies must create resources that enable and support a continuous cycle of learning. Within mobile this will require useable insight, relevance, and the ability to respond in real-time.
“To remain relevant, organizations have to go
much further. They must piece together a more holistic view of the
Nurture contributory data, defining key elements for interpreting and putting insight into play in real-time. This is significant within the convergence of social media and mobile.
Social Media is a perpetual celebration of life…Mobile is it’s pulse!
Mobile supports the advantages of original content. When brands celebrate original content, this instantly forms emotional connections with people. Memories are provoked and a sense of true collaboration exists.
Sustainable connections are created through:
- Emotional Triggers
- Immersive Experiences
- Collaborative Positioning
What is connectedness…
Connection– Establish a process of Co-creation. Ongoing non-intrusive dialogues with the adoption of “original” content and ideas, positions people within the process. Once a truly sustainable connection is made; brands are continuously inspired, collectively defining their brand message and direction.
Consider how lasting connections are established and where engagement begins. Social media defines strong connections through immersive content, interaction and levels of emotion.
The purpose of social connections is to understand how people perceive your offerings and the behavioral context defined within their personal connections.
Data Driven Design…
Preparing a sustainable system of social content, information, data extraction, analysis and response is challenging, but certain to become the source for serious business decisions.
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