Breakfast was good at this morning’s meeting of Social Media Charlotte, but the real star was SapientNitro’s Joey Wilson. “A company’s mindset is more important than it’s organization,” says Wilson. Change in a mindset leads to a changes in the way a company might operate.
Here are some current mindset changes that could lead to corporate innovation:
- Big vs. Small
Creativity in media messaging can yeild mass momentum for small voices. Moreover, small events can lead to big issues for a brand.
- Office hours vs. “Always-On”
Mobility, design, and an always-on mentality offer instant interaction between businesses and their publics. Online, businesses are always open, needing to meet their consumers when they are ready.
- Location vs. Place
Making the shift from a location-based concept founded in physical structure to an “everywhere-is-here” model creates the opportunity for real innovation.
- Finding Customers vs. Catching Them
The impressions garnered from a marketing perspective fall into three categories: bought media, owned media, and earned media. Traditional offices are excellent at bought and owned media. However, a lack of attention to or investment in earned media is a common mistake.Earned media is not free. Wilson says, “You can’t hire a tousled-hair kid with a skateboard to tweet for you.” Rather, you have to earn legitimacy by catching impressions.The goal is to turn earned media into owned media.
- Customer Loyalty vs. Consumer Engagement
By really looking and listening online, an organization can move toward its consumer base. The goal is no longer just to connect a consumer to a brand identity, but rather to make the brand relevant. The key for businesses, says Wilson: “Humanize yourself.”
The discussion leads me to believe that if a company makes one of these shifts, the result may be a change in the organizing principles that govern the company. Some companies may view a change in mindset as a threat, whereas others see the clear opportunities.
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Thanks for joining us for breakfast, Mac — and for the recap of Joey’s remarks.
There’s definitely a tension between two forces in social media: One force pulls (or is it pushes?) us to change cultures, priorities, values and processes in the workplace. It’s driven from outside and requires businesses to re-examine their core values. The other force is one that attempts to bend new technology to achieve old goals informed by old cultures.
Both have a place, and that tension is a defining factor in what the next century of commerce looks like.