Five questions for social computing strategy

  Can Paixano 
  Originally uploaded by Pete Kim.

I had "dinner" at Can Paixano last night - talk about being social!


During the day, there was a lot of talk about social computing initiatives and we tweeted quite a bit of it.  As I hear about different brands, industries, and technologies, some questions keep coming to mind:

  1. Does it integrate with our existing marketing strategy?
  2. Does it build our brand?
  3. Does it drive profitable business results?
  4. Can we measure it?
  5. Will it scale?

There are probably more questions; these are the highest-level ones that keep coming to mind when I hear people speaking about what they're doing or recommending to clients.

Good case study examples should answer all of those questions - we're past social computing 101.  Brands still need 101-type information and there's still a lot of learning left out there.  What it means is that people who are put on stage these days as experts should be delivering the goods, better.


re: Five questions for social computing strategy

PeterYou raise an interesting set of questions. But I am wondering whether they are not traditional marketers' inside-out questions about social marketing, rather than the sort of questions social marketers would really ask.Social marketing is going on out there whether marketers know about it, are listening to it, and are reacting to it, or not. The challenge for marketers is to not just look over the corporate wall and try and rope a few customers in to do their bidding, but to climb over the wall and to converse with customers. Then to lead a few willing customers back over the wall so that innovation, marketing and customer self-service finally serves customers.Perhaps there are a complementary set of questions from the customer's perspective that social marketers should be asking along the lines of:1. Do our products, services and experiences integrate with your consumption plans (after Womack & Jones' 'Lean Solutions')2. How do our products make you feel, think and behave (after Bernd Schmitt's 'Experiential Marketing')3. Do the products produce valuable outcomes for the jobs you bought them to do (after Tony Ulwick's 'What Customers Really Want')4. Are we marketers still listening to you after the sale (after Vargo & Lusch's 'A New Dominant Logic for Marketing')5. Are the products so good that you are going to recomend them to your friends and family (after Duncan Watts' 'Six Degrees').Perhaps it's time for marketers to start asking some new questions.Just a thought.Graham HillIndependent CRM ConsultantInterim CRM Manager