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Wednesday, 10th September 2014

Talk with Me, Not at Me: Playing to Win with Social Media

Source: Accenture

From Welcome to the Switching Economy:

(M)ost companies have failed to keep up with consumers’ expectations and behaviors because they have been playing “not to lose” when developing their customer relationships.

Instead, companies must play to win. That starts with recognizing that the traditional sales and marketing ‘funnel’ is out of synch with consumers today and adopt a new model that is aligned with how consumers behave in today’s digital world—a model that enables companies to understand and keep pace with today’s all-powerful
and ever-changing consumers who recognize and reward companies that meet them on their terms and punish those that don’t.

One of the key elements of this new customer model is effectively leveraging social media. Social media has substantially evolved from its primary early use as a way to keep up with what friends are doing. It is now a valuable “window into the world of consumers,” enabling companies to listen to consumers, understand what they think and want, and use that insight to engage them in relevant and interesting interactions. target stakeholders in a more meaningful and trusted way.

+ Direct link to document (PDF; 1.9 MB)

+ Infographic (PDF; 657 KB)



Having begun his career in academic libraries, Adrian Janes has subsequently worked extensively in public libraries, chiefly in enquiry work as an Information Services librarian. In this role he has had particular responsibility for information from both the UK Government and the European Union. He wrote a detailed report on sources for the latter which was published by FreePint in 2007, and has contributed articles to FreePint and ResourceShelf. He is involved in training in information literacy and the use of online reference resources.

A Contributing Editor to DocuTicker, he also write reviews for Pennyblackmusic.

More articles by Adrian Janes »

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