Robert Lavigne offers an interesting perspective on the process associated with the adoption of enterprise social media within an organization. His adaptation of Dave Howlett’s Three Gears philosophy to social enterprise provides an accurate description of how organizations integrate social enterprise into their culture.
What’s important here for PR and marketing professionals is to strive to be in Third Gear, be “good guys” and “amazing women.” This means focus engagement and collaboration on actions, not the rewards. To attain this goal, we might have to pass through First Gear or broadcasting mode and Second Gear where there still lies a high expectation for reciprocity. The true rewards come in establishing the organization as genuine, accepting and open to feedback, both internally and externally.
nice pingback on my three gears of enterprise social media post
We all heard about McDonald’s supposedly 33% increase in foot traffic via a very small $1,000 foursquare campaign. Thousand of people tweeted it, and many so-called social media experts jumped on it like hungry sharks. But, it also didn’t take long before more serious people started to question the result.
One of the first ones to speak out was Olivier Blanchard (@thebrandbuilder). He tweeted:
Right idea but HORRENDOUS analysis by McDonalds.
- This was a contest with gift cards as the carrot. Long term impact: zero.
- Measuring Foursquare check-ins does not measure increased foot traffic. Only Foursquare check-ins.
- If you want to measure foot traffic, measure ACTUAL foot traffic. Metrics are not randomly interchangeable.
- If you cannot measure the financial impact of your campaign, all you know is its cost. You didn’t measure the outcome.
- Measure conversions: reach > response > visits > check-ins > transactions > revenue > repeat.
Great post on the entire #McFib debate with additional insight by Olivier himself over at http://thebrandbuilder.wordpress.com/2010/09/17/what-mcdonalds-got-wrong-abou…
Could not come at a better time. Thanks for the great infographic. Have always said though, that the key is to find an emotional bond, ensure ease of donation, and allow for micro-payments and micro-engagements.