Tag Archives: social media

‘Communities’ and ‘Networks’: A Conceptual and Linguistic 2.0 Mess

Posted on December 2, 2009 by thierry

Among the most overheard and misused buzzwords in companies are, you guessed it, ‘communities’ and ‘networks’.  One of the side effects of Marketing 2.0 is, besides embodying new relationships between brands and customers, raising awareness among top managers about the … Continue reading →

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The New Laws of Attraction: Brands Dematerialization

Posted on November 18, 2009 by thierry

Considering that brands are in fact shaped by their customers is anything but new. In 1954, Peter Drucker already wrote: [Marketing] is the whole business seen from the point of view of its final result, that is, from the customer’s … Continue reading →

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A Fractal Perspective on Enterprise 2.0 Adoption

Posted on November 4, 2009 by thierry

Whichever definition and/or paradigm we are trying to wrap Enterprise 2.0 in, whichever framework we are tempted to fit it in when boarding key departments from enterprise, one of the main challenges we, practitioners, are facing every day, is to … Continue reading →

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The Zen of Co-creation

Posted on October 27, 2009 by thierry

Co-creation is to enterprise 2.0 what “mass customization” is to marketing 2.0: not the Holy Grail, since it is definitely not a delegation of responsibilities, but a breakthrough approach to enterprise governance. Think about it as a way to inject … Continue reading →

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The 2.0 Siloed Enterprise Syndrome

Posted on October 19, 2009 by thierry

Who, in your company, is in charge of supporting your communities or social media efforts? The marketing department? Human resources department? Sales, customer relations, innovation? Dedicated off-processes community managers? If you answered marketing, chances are good that you are a … Continue reading →

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