People-Centric Engagement through Social Technology

Published on the IBM Social Business Insights Blog on March 10, 2015.

There is no doubt that the future is upon us and the rate of change we experience in technology and its impact on our daily lives are advancing rapidly. Technology has made it possible for us to connect, and now social media has made it possible to do it in a more organic, human way. Facebook and LinkedIn have been around for over a decade and Twitter almost seven years. Together, they’ve fundamentally changed how we engage with each other online – and opaque social technology like Snapchat and Secret are the next evolution in this area.

Millennials who grew up in a social world are entering the workforce and becoming active citizens. What happens next? Social business.

Social business is the next step in the evolutionary process in the day-to-day functions of digitally enabled organizations. Much in the same way that the Internet revolutionized how we all work in the era of e-business; social processes, technology, and mindsets will revolutionize how people in organizations connect, collaborate, and share knowledge. 

• What Does It Really Mean to Be a Social Business
• Social business is more than businesses using social media

With and despite social and other technological megatrends changing how we live our lives, how can we stay focused on being more people-centric—more human?

I share my perspectives in this TEDxUniversityofNevada talk.

The answer is as simple as it is complex. Because of advances in social, mobile and digital communication channels, society has the ability to share ideas quickly and the opportunity to build and iterate off the ideas of others. The more data we create—and we are creating exponentially more data each year—the more human the message must be in order to garner our precious attention.

In order for messages to resonate, they need to be relevant to the individual, which is forcing us to embrace the ancient art of storytelling and bringing the importance of relationship and empathy to the foreground. Information has been democratized.

New Content Economy? What’s Old Is New Again!

Published in ClickZ on February 19, 2015.

As the marketing ecosystem evolves, we can look to our past for inspiration on how to deal with the new challenges we face.

"What will it take to win in the new content economy? The best way for publishers to earn more is to interrupt less. The best way for brands to emotionally connect is through meaningful content. But for the new content economy to thrive, all of these efforts need to happen at scale." - The Rise of the New Content Economy, VentureBeat

I was reading the above article - by now you know I read a lot; philosophically agreeing with B. Bonin Bough’s thought "I'm so scared to become irrelevant so I try to spend time constantly learning what’s new" – and struggling with a massive case of writer’s block for this piece when an epiphany hit: as with most things, we’ve been here before! I actually agree with what is stated in the article, that we, as marketers, need to think through how we properly engage with our audiences given the latest advances in technology. But with that said, the fundamentals of marketing are just that: fundamental. They still hold true even if we think of "modern" ways of applying them.

Recently I had the privilege of presenting at TEDxUniversityofReno. My talk was called "How Technology Can Make Us More Human," focusing on how we, as people and as brands, are leveraging technology to enhance or interrupt our experiences with others. In preparing for my talk, I researched current data points, forward looking global trends – but I also reflected back on past predictions of what our future may hold. I re-read Fahrenheit 451 (written 1953) and 1984 (written 1949) - which, if you haven’t read in a while, I highly encourage you to do so! I’m also adding Brave New World to my "on deck" reading list – and was reminded how our human history is cyclical. Our discovery and re-discovery of how we engage with one another is both fascinating and humorous.

Currently in the headlines as being new and "must execute" trends:

• Native Advertising and Content Marketing: While I’m sure it goes back further, native advertising in our modern world can be traced back to the 1930’s advent of radio soap operas - where the brands were in charge of creating original content with which to engage their target audience: housewives.
• Social Technology: This is really a technological application of our human nature in "word-of-mouth" conversation. Applying this to promote products, brands, and services is as old as time immemorial. Yes, we need to continue to refine our methods of speaking authentically through these channels and yes, tools and analytics can help us do this more effectively, but the concept is not new.
• Relationship Selling: The latest resurgence in building out sales teams is a trend resulting from our over-reliance on technology (marketing automation, etc.) and people’s true desire to seek advice from a human during complex buying decisions. This seems like common sense to me and apparently customers are beginning to demand it, as shown by the business models supporting the headcount to fund for these new teams.
• Print Marketing: I’ve been saying this for a while now - print marketing is not dead. In fact, as we focus more on digital channels, the physical, tactical, and experiential nature of print makes it even more special, and I agree whole heartedly with Tessa Wegert in her recent ClickZ article on the topic.

What can we learn here? As we are faced with new and more complex marketing challenges, we can look to our past for inspiration on how best to use these seemingly new obstacles. Tried-and-true foundational marketing practices can be re-imagined and re-engineered to meet today’s expectations.

I love that that as people seek to engage with one another, they are looking for more "natural" ways to do so, a la Snapchat. "'You know this conversation we just had? Snapchat is just like that. It’s like real life. It’s just between us and you’re left with nothing but the memory.' It sort of puts the fun back in social again; just like when some of us were kids," says Steve Tobak.

So, as we look forward, take a moment to look back – we’re an amazing human race, and we have likely already thought through similar challenges.

PS – I also love that Millennials have this affinity for nostalgia; I consider it a proof point of the above, plus it makes me smile to see the toys from my own youth on the shelves today!