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To begin, when I say "product" I mean "that which is produced." It could be an artifact (iPhone, coffee mug), a service (online banking, car repair), an environment (hotel room, furniture store), or an experience (theme park, World Series).
We all spend a lot of time talking about how the commercial application of social media is really about marketing. Any corporate effort in social media usually lies in the hands for the marketers, all of the examples (successes and horror stories) are typically marketing examples, many of the conferences on the topic focus on marketing, and the majority of content about social media and companies is created and consumed by marketers.
But finding a successful social media solution isn't a marketing problem, it's a product development problem.
In most (but not all) cases, it's difficult to get people passionately engaged during the selling process. This is because most marketing approaches essentially favor the needs of the marketer (sell the product, reach more eyeballs, disrupt the prospect so they think about us), not the prospect (How are other people in my situation preparing for retirement? Do the people who read that book feel it helped them?). Success comes when you fulfill a need or solve a problem. This is where the real power of social media comes into play.
I'm not suggesting that there isn't a marketing application here, but it's simply a different philosophical approach — it requires a truly human-centered approach. So, what companies need to do is understand how social technologies enhance their existing products in a way that benefits the constituent (or what new product could exist). Make life easier, fun, or inspiring for a person and they'll be more engaged. Make the social technology solution a core offering, then the marketers get a better shot at turning that participation into something that will entice new customers.
This is a great convo starter, Brian.
I've been putting plans together for how social media will integrate into the commercial fabric of our clients. One of the best ways of thinking about it that I've come across is something that Jean-Philippe Maheu said at Cannes in June: 'marketing departments should be the chief listening function of their company.'
He used numerous examples during dada data alpha beta to illustrate how social media does provide an engaging digital platform for listening to consumers who are already passionate about your brand, and then enables a brand to take action to make sure they're in step with those engaged customers.
So, in considering the 4 i's, and overlaying the buying process, I would conclude that social media products (or platforms) are of value at every stage of the process, and for stage-specific reasons; meaning different SM products for each stage. Each product is a different listening device (not another device for intrusive marketing).
I'm really curious how these manifest in B2B. Any research there?
Greg
Great point. I definitely agree that social media plays a part in the entire process. I just see so few companies actually following through and changing things. Dell, Starbucks, and Lego Mindstorms all have made changes, but those are just a few.
As for the 4i's of engagement, that's a critical point. In my keynote on the topic I tried to stress the importance of what happens after a product is sold. There's a lot of learning as people use the products and become more engaged.
B2B is tougher to find examples. They are still earlier in the process, still using it for initial conversations. I like Greg The Architect from TIBCO. It's a little more about online video, but still a great example of making a complex topic (SOA) funny.
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