Hi
3 crunchy bites this week
- Friends with
Benefits
- Brand and Persona
- Disruption Needs New Perspective
Browse previous issues of Social Business Bites at this link _____________________________________________
Friends with Benefits Fi Bendall
When it comes to social media in the business space, Fi Bendall has forgotten more than most people know. In this post she draws on a report from McKinsey Europe to highlight her argument that "The true commercial benefit of social media is the power of the recommendation".
Likes and shares are great, but we need to ask ourselves how many people is our
social media engagement helping to recommend our services or products to others.
Fi cites some key findings from the McKinsey Europe report and then comments:
It is a
niche-driven long tail of community that drives the recommendation economy. It is not an obvious thing you can tap into, unless you are part of that niche community and understand its nuances. No wonder marketers are struggling.
Good, practical advice in this article, on brand and persona.
Consumers see ads
trying to catch their attention everywhere, and many brands fall unnoticed because their social interactions come off as just that: ads. To stand out, a brand has to connect, and the best way to achieve that is by building your brand persona.
...
Having a brand persona is a way to
humanize your brand, making it more relatable and likeable. Put simply, it’s personification. If your brand were a person, what would they be like? What kind of attitude would they have? Would they be energetic? And most importantly, how would they use social media?
Disruption Calls for a New Perspective Dan Musson
This week I interviewed, for my soon to be launched podcast show, Dan Musson, the dynamic CEO of the Australian Institute of Management. I will share the link to that interview once it is published. In the meantime, this blog post of Dan's highlights the need and urgency for a fresh perspective on digital disruption. #digitalage #leadership
Commentary around the future of the Australian economy often outlines core trends that are positioned as a threat: digital disruption, globalisation, and demographic change. But in themselves, these trends are neutral. They are neither positive nor negative.
It’s our perspective and how we choose to respond that creates a sinking feeling and a defensive response. The alternative response is to get very focused, very determined and work out what we do well and how to win.
