What are the implications of the networked company for marketers?

Jen Evans, marketing futurist

A very efficient virtuous marketing cycle is created that is also largely self-sustaining: optimization is still necessary, but marketing operations and communications elements, once set up, require less strategic focus and more engagement, communication, analysis and program optimization.

Op-Ed: Is ‘social business’ dead or alive?


Social business is a means to an end.
Our ultimate goal is not “to become a social business”; our goal is to communicate more effectively both inside and outside the organisation. Too many social business projects concentrated on adoption – how to get people into a network – rather than what they will use it for once they’re there. In our experience, this is the wrong way round – by clearly identifying the business processes a social network will be used for, adoption follows automatically, because people are compelled to use the network to get their job done.

(via Social Business For Real Work)

Social business is a means to an end.

Our ultimate goal is not “to become a social business”; our goal is to communicate more effectively both inside and outside the organisation. Too many social business projects concentrated on adoption – how to get people into a network – rather than what they will use it for once they’re there. In our experience, this is the wrong way round – by clearly identifying the business processes a social network will be used for, adoption follows automatically, because people are compelled to use the network to get their job done.

(via Social Business For Real Work)

Telstra will also allow customers to track, in real-time, technicians headed out to calls, and through greater oversight of its field technicians, be able to better plan for appointment availability. The time window for appointments will be much more precise, meaning customers wouldn’t have to take extra time out of their work day in order to be home waiting for a Telstra technician.

Gerd Schenkel, digital head of Australian telco Telstra

Cable companies, take note!

How Telstra plans its digital makeover | ZDNet

A SAP whitepaper earlier this year claimed that the average business loses around $25,000 per employee because of communication barriers, whilst a McKinsey report claimed that a successful implementation of an enterprise social network could deliver productivity gains of 25%.

Chief Digital Officers?

Arguably the most powerful “CDO-style” strategic impact to date was made by someone who isn’t a CDO at all: Amazon CEO Jeff Bezos. In 2002, Bezos declared that all internal Amazon systems would be built from then on to be “externalizable,” a move that truly transformed the company and gave birth to many of its market-leading services.

(via Who Art Thou, Chief Digital Officer? | Entrepreneur.com)

Chief Digital Officers?

Arguably the most powerful “CDO-style” strategic impact to date was made by someone who isn’t a CDO at all: Amazon CEO Jeff Bezos. In 2002, Bezos declared that all internal Amazon systems would be built from then on to be “externalizable,” a move that truly transformed the company and gave birth to many of its market-leading services.

(via Who Art Thou, Chief Digital Officer? | Entrepreneur.com)