Each week, the members of Powered’s marketing, business development and product teams pick a news article, blog post or research report that “speaks” to them. With that article, they need to come to our weekly staff meeting prepared to give a 120 second update on what the article was about and why they found it useful. Links are below:
Kicking butt on next week’s webcast and our new website this week – she gets a hall pass…
The article I’d like to share was published in Tech Crunch and is titled, Jump Into The Stream. The author, Erick Schonefeld, discusses the evolving distribution of online information, from a collection of web pages to a real-time stream, and the impact on web business and consumers of information. The interesting part of this article is the idea of the new metaphor being “streams” instead of “pages”. Web business are transforming from being owners of content to providing a place to present the most relevant stream of information, i.e. Twitter, Facebook, Friendfeed, Digg, Google Reader, and a bunch of others. Consequently, the way we consume information has been forever altered.After reading the article, I started thinking about how this applies to branded communities. I think it re-enforces the importance of being able to share your activity in a branded community with the “stream”. For example, the ability to publish a particular activity to your Facebook feed, or the ability to share an article through sites like digg or de.li.ci.ous. Participating in these types of distribution networks are, and will increasingly be important traffic drivers to the community. It also re-enforces the need to supply a steady stream of new and relevant content to keep the community engaged. The content could be professional, user generated or both, but it needs to constantly evolve.
This article is loosely based on a blog post by John Borthwick, CEO of Betaworks (Twitter, bit.ly, Tweedeck, etc.) titled, Distribution …Now, which he references several times. Also, well worth the read!
My article this week presents a perspective on the challenges of seller vs. buyer interactions. It’s written by an experienced marketer who has been on both sides of the “fence” at different times in her career. I too have spent several years on both sides and completely understand where the author is coming from when she points out the all-too-common salesy approach taken with potential buyers. A salesy approach is when the sales person thinks, talks and acts as if it’s about them, their product, their company. This is the way the majority of salespeople (and companies) approach buyers even today. They want to tell their market all about themselves and why they’re the best…blah, blah, blah.
This week’s article is taken from Business Week’s Executive Guide to Social Media, How CEOs use Twitter. The individual stories are interesting, but the common story is that these CEOs need to be able to hear individual voices, and to choose whose voices are important to listen to at any given time. The power of social is just that, to introduce not only the voices of peers, but the voices of individuals inside companies and inside brands. Within brand communities, the consumer can listen to all of these voices and decide which ones are important given their needs and where they are in the customer life cycle.