The world of marketing is changing click by click. Organizations and businesses that continue with slick (and often not so slick) ad campaigns to convince consumers that their product is the best are finding out their customers are looking elsewhere. A video that illustrates how consumers are “not buying the slick add messages has received a lot of attention.
I decided early in life that I wasn’t a sales person. I couldn’t get excited about getting people to buy things and I had very little interest in making scads of money. I chose to develop my career in social work with a major focus on youth work and community development. I love my work as a change agent with organizations and young people however this past year, I’ve being taken over by a strong desire to work on my own as an independent consultant. Well we all know that consulting requires sales skills so here I was, looking at my biased attitudes that would surely make me the poorest consultant this side of the 49th parallel. Fortunately I was rescued from myself, when out of the blue, my very good friend Emma, knowing I was entering into a new career territory, suggested that I attend a unique sales training workshop, hosted by her father, a very high caliber training consultant in the sales industry.
I have finally found a straightforward explanation for web 2.0 that I can use with my colleagues and friends. My discovery comes from gapingvoid: “cartoons drawn on the back of business cards”. I tried explaining the cartoon drawing to a few friends and I discovered that I need to fine tune (practice) my delivery somewhat. The cartoon drawing presents a simple analogy but it brings into play so many variables that illustrate web 2.0 impacts.
the porous membrane: why corporate (and non profit) blogging works.
The other day somebody asked me to explain why corporate blogging works. Sure, we know it’s the hot new thing and people are paying attention to it (including big media)… but why?
Why does it work? Seriously.
So I drew the diagram above.
1. In Cluetrain parlance, we say “markets are conversations”. So the diagram above represents your market, or “The Conversation”. That is demarkated by the outer circle “y”.
2. There is a smaller, inner circle “x”.
3. So the entire market, the “conversation” is seperated into two distinct parts, the inner area “A” and the outer area “B”.
4. Area “A” represents your company, the people supplying the market. We call that “The Internal Conversation”.
5. Area “B” represents the people in the market who are not making, but buying. Otherwise know as the customers. We call that “The External Conversation”.
6. So each market from a corporate point of view has an internal and external conversation. What seperates the two is a membrane, otherwise known as “x”.
7. Every company’s membrane is different, and controlled by a host of different technical and cultural factors.
8. Ideally, you want A and B to be identical as possible, or at least, in sync. The things that A is passionate about, B should also be passionate about. This we call “alignment”. A good example would be Apple. The people at Apple think the iPod is cool, and so do their customers. They are aligned.
9. When A and B are no longer aligned is when the company starts getting into trouble. When A starts saying their gizmo is great and B is telling everybody it sucks, then you have serious misalignment.
10. So how do you keep misalignment from happening?
11. The answer lies in “x”, the membrane that seperates A from B. The more porous the membrane, the easier it is for conversations between A and B, the internal and external, to happen. The easier for the conversations on both side of membrane “x” to adjust to the other, to become like the other.
12. And nothing, and I do mean nothing, pokes holes in the membrane better than blogs. You want porous? You got porous. Blogs punch holes in membranes like like it was Swiss cheese.
13. The more porous your membrane (”x”), the easier it is for the internal conversation to inform and align with the external conversation, and vice versa.
14. Not to mention it makes misalignment, if it happens, a lot easier to repair.
15. Of course this begs the question, why have a membrane “x” at all? Why bother with such a hierarchy? But that’s another story.
[AFTERTHOUGHT:] And yes, this works with internal blogs as well, poking holes in the membranes that seperate people within a corporate culture; aligning “the conversation” internally etc.
The other advantage of internal blogging is that it organises conversation into a long-term manageable form. Two people sharing ideas via blogs is a lot more permanent, viral and useful for the company than two people sharing the same information over by the watercooler.
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