Web 2.0 and Corporations

Why doesn‘t it work?

People communicate like this...

... and corporations like this.

So that‘s how they picture a party...

... and that‘s how we do it.

Specialists are in charge of corporate communications.

Their proposals are reviewed...

... and are discussed and finetuned and polished....

... until someone finally approves.

The result is softened, highlyofficial communication...

... that makes it difficult to perceive actions and communications of a company as consistent .

There‘s no dialogue.

Communication usedto work differently.

With an anonymous mass of consumers.

Social Media is different.

It‘s really hard to listen.

There‘s no backchannelto corporations.

The customer service is supposed to listen.

If you really want to be listened to, press „1“.

The staff is well-trained.

But at some point, you‘ll have a conversation from person to person.

But unfortunately, it‘s often a conversation from a person with a problem to a person with no clue.

Who would be better in a call center than the actual product developer?

But these guys are supposed to work, not talk.

There‘s no dialogue.

Mass communication ispatchwork. Get used to it.

Facebook is not mass media.

300 million 350 million

Our shared Facebook experience.

Fanpages and groups are a start.

But is there dialogue with 2 million fans?

The mechanics don‘t change.

Starbucks uses Twitteras customer care.

The core skill is no longer marketing, but

conversing

Employees are conversing already.

They are just not allowedto speak AS employees.

But they do it anyway.

Markets are

conversations.

Don‘t let corporationstalk to people.

Let people talk with people.

How could that work?There are 5 major challenges.

Challenge 1:Time managementfor employees.

Blogs Reviews

Micro-Blogging

Communities

Ownplatforms

SocialNetworks

Challenge 2:Find the right socialmedia tools for youremployees and their purposes.

Challenge 3:It‘s HOW you say it.

Challenge 4:Web Monitoring.

Challenge 5:Share learnings inthe corporation.

We don‘t have thisproblem in most European corporations.

Most images from istockphoto.comdreamstime.com

And some from the web:Thanks in advance to Kraftwerk,Don Corleone, Lenor, the Lemmings,the Indian Chiefs, the party people and „The Gods must be crazy“.

There‘s more where that came from.