1. Read this and 2. answer this question
1. A must-read from Jeremiah
My friend Jeremiah posted his manifesto (as Shel calls it) on Customer Reference Programs. Working at marketing agencies, I’ve had a ringside view of how customer references work presently and I agree that it’s time for the evolution of customer references.
Jeremiah gives us an insightful train of thought capturing the past, present and future of customer references with a generous sprinkling of how social media is going to transform the industry. Couldn’t agree more with J, however I’ve a question…
2. Is your product, Social Media Friendly?
I’ve dabbled in this philosophy in the past, and the more I focus on it, it seems to me that there’s a distinguishable difference between the corporate marketing of:
(a) consumer related technology products/services and (b) the enterprise customer
If social media is the aggregation of “online tools that people use to share opinions, insights, experiences, and perspectives with each other”, then I don’t see how the enterprise customer (read execs) has the time/inclination to generate content sharing their take on how their most recently purchased server or database amplified the brand or increased sales?
Here’s Justin Kestelyn, Oracle Technology Network (OTN)’s Editor-in-Chief questioning whether blogging has made a difference to their brand?
In summation, I couldn’t agree more that any consumer related product (PCs, lifestyle technology like Skype, etc…) should go the way of social media but…
…will the enterprise customer engage? That’s the billion $ question.
Feel free to check out my earlier posts on customer references The Rise of Corporate Podcasts – 5 Facts and Virtual Customer Lounges
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