Wanna pass the 2.0 Go? You don't need $200. You do need a guide.

I've just come off a couple weeks where I've been fielding a lot of calls and emails from colleagues--who work the "corporate" side--regarding the blogs they're launching for their companies.

Seems everyone wants to be 2.0 by 2008.

I've worked on corporate side almost as long as I've worked on the consulting side and I understand these end-of-year mandates. Being I have a blog and they need to launch one, they have a lot of questions. And, like any human who's already overworked and overextended, they want easy answers.

But this space ain't easy. And I don't want to say they're asking the wrong questions--they just don't know the right ones to ask. How can they?

So here's my advice: If you're a company that's looking to "join the convo" you need a guide. (And it need not be me.) Whether it's an agency, full-time hire, contract employee, new department or consultant, do yourself a BIG favor and get a guide who truly understands this environment.

Why? Because I've worked in traditional, I've dabbled in direct and I've a lot of experience in interactive (1.0). But social media is its own animal. It comes with a huge learning curve--especially if you're representing a corporate entity. There exist too many places to miss out, fall flat or flub when you're launching a corporate blog.

And you'll be doing it all in public.

See, personal bloggers can get away with trial and error. They're human to us and hey, humans make mistakes. But consumers are far less forgiving when a corporate entity misses the mark. Because companies are not so human. There are myriad pieces of the puzzle that companies need to grasp, like:

• It's about trends not tools.
• It may be a new environment but it rests on age-old principles (2.0 is a lot of 101).
• Consumers distrust companies more than ever (and for good reason).
• For companies, this space is about listening not leading. Most of what you need to be aware of won't happen on your own blog.
• You need to be thinking psychographics not demographics. And you definitely need to be thinking "communities."
• Within conversations on other blogs, companies need to understand when to jump in and when to leave well enough alone (just because you're mentioned doesn't mean you're "invited").
• Speaking to audiences on a blog is not like an ad, brochure or sales slick.
• You really need to have a strategy about the content you'll cover on your blog. We have enough press releases.
• Bad feedback can be really good...if you really know what to do with it.
• Some goodies do not go over so good.
• When your markets give you action points they're doing you a favor.
• Companies cannot "create" evangelists. Companies can only create great products--and provide great customer service--that encourage WOM/evangelism.
• Not every company needs a blog. Sometimes it adds noise, not value. And sometimes the corporate culture won't support the transparency and openness needed. But every company needs to be using the superior listening tools that 2.0 provides (thanks to David, Geoff and Nathan for helping me clarify this crucial point).
• There are processes, not just blogs, that need to be implemented so that companies leverage the the rich feedback, ideas/opportunities, gripes and comments they receive on their blogs and, more importantly, the feedback on other blogs. I'm hearing a great deal about "social media programs," I'm not hearing about the processes that support them. (This bullet requires its own post. UPDATE: I posted on processes here.)

Probably most important is this: without learning these things and instilling these processes, you're putting your company at great risk...but by not leveraging social media you're putting your company at the greatest risk.

So do pass go. But not without your guide. Sorry friends, I know you wanted easy. But that's the best advice I can give you. Plus, I needed to make it easier on me and just have a post that I can point you to ;-).

PS: I'll likely add to the points up there; I'm sure I've missed several.

Comments

[David Reich]

"...but by not getting in on social media you're putting your company at the greatest risk."

Are there some situations where a company does not need or should not be involved with social media? Is it really for everyone? Shouldn't that be one of the questions to be asked: Is it right for us in terms of how we do/want to interact with customers,prospects, shareholders, whomever?

Should you question actually be "...but by not kooking into social media, you're putting your company at the greatest risk?"

And, ck, you know I'm a fan of social media, but just wondering if this is a first question to be asked.

[Geoff Livingston]

I think Smart Play is correct. Sometimes, may times, a corporate culture will prevent success. They may want the marketing tactic, but they are not ready for the openness, transparency, etc.

That being said, this is an outstanding post, CK. And I totally agree that social media consultants can save companies and organizations a ton of growing pains.

[Mike]

Great advice, CK. The most important line, to me, is that 2.0 is actually 101, just implemented differently.

I've made a nice living using the tactics, strategies and teachings of the old time direct marketing masters such as Hopkins, Caples, Schwartz, etc.

If todya's marketers would employ yesterday.s tried, tested and true techniques, they'd have an easier more successful life.

Thanks for another great posts we can all use to point to as we get more contacts from truly clueless corporations in the near future.

[Nathan Gilliatt]

Corporate culture plays a role in how a company engages in social media, but every company should at least be listening. You need to know what's going on that may affect your company, and then you can decide whether it's appropriate to stay on the sidelines. Besides, one option is to use social media as an early warning, to which you can respond using traditional means and channels.

[CK]

Mucho thanks, all.

@David: Hear you completely. Can I draw what I think is a very important distinction to your very good question? I think that every company should "get into" social media--meaning leveraging these tools to listen/learn about markets/trends/opps. But I won't say that every company should launch a blog. Sometimes it will just add noise (not value), other times they could better serve their interests—and those of their customers—by launching other programs (not necessarily online ones).

Of course all co’s should have easy ways for customer to give feedback--and that can be through their websites/email, in addition to 800#'s/etc (but they should already have those ;-). I’ll happily modify my text up there due to your good comment (thanks, pal).

@Mike: Most times when I see a company stumble in this space it's due to missing out on the basics. These are, without a doubt, new times/trends/tech, and there are some new practices for sure. But the core principles haven't changed. Core principles were never about control-and-command marketing, they were about creating value and identifying needs/desires of our audiences. While I’ve added many new books (e.g. Huba/McConnell) to my special shelf of great reads…I’ve not taken down the books that taught me the ropes (e.g. Kotler). Nope, I’ve just built upon those principles.

@Geoff: You're right about corp. culture and how it runs counter to the transparency of the sphere. Some marketing departments want to evolve, but can’t due to internal policies. It’s a big issue.

@Nathan: Music to my ears. Yes, all companies must be listening--and per David's good comment up there--need not always launch a blog. For companies I firmly believe that the beauty of 2.0 technologies provide a superior set of tools for listening. Whether you're monitoring your current market, looking into new segments, looking for new product inspiration or, as you say, monitoring risk (great point, btw). What I see as the big "action point" for co's is to instill processes to support ongoing listening/monitoring and acting upon what they learn. I need to really cover "processes" in another post as this is what I'm hearing the least from companies.

[Tangerine Toad]

More piling on.

Social media is an astoundingly good-- and free research too. But (and it's a huge "but" here) you have to know how to read it. In other words, the same companies that pulled multimillion dollar TV campaigns because of one or two negative letters are going to be the same ones that freak out from one or two negative posts.
Which makes a guide all the more important.

Even if companies don't utilize it in a big way (e.g. no blog) they should monitor what's going on, watch what their competitors are doing in the space and what consumers are saying.

Finally, much care should be taken to ensure that the clients really understand what 2.0 is. Too many of them have learned a few buzz words ("Second Life!" "Blogosphere!" "Wikipedia") that they throw around, but those words are the extent of their knowledge and understanding.

[CK]

@Toad: Thanks. "Even if companies don't utilize it in a big way (e.g. no blog) they should monitor what's going on, watch what their competitors are doing in the space and what consumers are saying."

Agree fully. Just posted on the need to focus more on processes like these than the need to "blog". I understand why they're focusing on blogs and buzzwords, but that's not necessarily where their time is best spent or what will get them ahead.

[Alex -S-]

Great summary of a lot of what's been going through my little brain right now. I was hired to bring in "All things 2.0" to a company that knew less than nothing about it. (Day 1 - "Whats a blog"? followed by "Lets go Viral" with no clue what viral meant)

Few months later i have come up with some successes - and a lot of realizing that accepting that they're not in control any more and embracing web transparency.

All that said - we will be blogging actively and other "cool" technologies very soon.

Now ... where's your RSS feed again -i must add this blog to my feedlist and then get a bigger coffee to spend time reading it every morning :)

[marta]

Great post, CK. The part I struggle with is "proof". I have found little (so far) in the way of solid case studies or any real data on ROI for social media campaigns. And what I have found hasn't been impressive. It seems as if marketers in this space are struggling with measurement almost as much as Facebook is struggling with a revenue model.

If you can point me toward any solid case studies (with real numbers, not just abstracts), I'd love it. Thanks!

[Brisbane SEO Consultant]

Many large corporations are still coming to terms with thew Internet, let alone blogs and other social media ;)

What I have noticed though is that many tech companies are embracing the concept of user forums to share user information, reduce support costs and add value to products.

[Australian Web Directory]

Amen Brother. Forums are a very useful tool to connect, teach and share. It's like a blog, but everyone has equal status.

Thanks for the post CK.

[RSA certificate]

I think the most important part of this post is:

"See, personal bloggers can get away with trial and error. They're human to us and hey, humans make mistakes. But consumers are far less forgiving when a corporate entity misses the mark. Because companies are not so human."

Yes, consumers can be hyper-critical of mistakes made by corporations online. Before you know it a story about a questionable blog post is front page on Digg and your web server crashes from all the traffic.

Unfortunately bad and embarrassing news travels very fast.