This is the edited context of a message I sent to a contact of mine on Linked In ….
For myself I tend to write a bit in my blog and ask the simple question why do companies continue to do it this way … or that ? Whilst websites are “your virtual windows to the world” they are only part of a virtual strategy along with those such as Twitter (@intmf) and even Facebook .. actually Facebook surprises me, I went on there in the past few weeks for a personal page to stay in contact with my friends around the world and it is quite amazing the contacts you receive …
Organisations cannot ignore the internet – you do so at your peril.
I would say in passing I am not a fan of unsolicited direct marketing in any shape or form – even subscription based direct marketing has serious flaws in its business model, because it doesn't interact, it generally dictates.
The Internet is about building relationships and through that communities, too bad (to name just one, who should know better) Television, Publishing and Films (old media attitudes) just don’t get it, they need to realise (there are organisations that do) that this is the 21st Century (I say that lot) and start using it properly as a real part of their strategy instead of alienating your virtual family by using them as Email fodder.
I have written about this a number of times, old media needs to think laterally and develop a new business model, for the internet, especially in the world of copying of digital files …. they could make money out of this … but instead they make the lawyers rich and damage their brand and lose their business focus in the process – by trying to control the uncontrollable.
Old media, has thrown money at buying internet operations, to try and fill a hole in their own business model, however as one example only you just need to look at what a disaster News has made of MySpace by forcing them to comply with old media philosophy (about control – which is such b/s) as with the internet the truth is that no one is in charge. You are either on the internet or not .. trying to be on the internet behind pay walls will not get you a wide audience …. of those who will subscribe, many will have the the same antiquated values as your own, or those who relate to the scarcity of this “resource”. There are many ways to make money on the internet, advertising seems to provide a handsome return for the majority.
News’s idea of an Digital Newspaper subscription is likewise flawed – guys and girls get with it.
People do want to be a part of something that interacts with us, asks our views, nurtures and supports the relationship .. they do not want to be dictated or lauded over … these days people vote, in the idiom of Facebook by unfriending (disconnecting) you – all connections are about choice, and the normal basis of the decision is the status of the two way relationship. When people purposefully disconnect this seriously damages a organisations brand in the view of the ex subscriber, people talk about their experiences … but because there is no way to measure why people really disconnect (no there isn’t) even though people try.
Other organizations who are deeply involved with the internet and its technology are the legacy carriers who are stumbling forward and falling over continuously, in Australia one who comes to mind is Telstra – I talk about them here superficially – I hear from various sources that AT&T is suffering serious problems with their customer service and network as well. This may be similar to the issues with Telstra which from where I sit is evidently a lack of a strategic vision from the board and a very flawed organisational culture.
The only way to operate in the internet, or anywhere in fact, is to operate with ethics and honesty as your base values, with a total accountable and transparent culture actually giving a dam about your customer – too many organisations say they do, then like with the ANZ Bank – someone in their organisation didn’t get the “this is our new culture memo” ingrained into their own values and personal culture, their lack of personal integrity and values damages the organisations as a whole … this reflected very badly on the ANZ Bank especially after being recognised as a sustainable bank on the world stage.
The whole flawed philosophy of business is expedience …. whatever gets it done, the trouble is it doesn’t – these flawed strategies just widen the gap between the provider and the customer.
Anyway, way too much to talk about here … if you like we can chat one day or I can give you one of my blogs to check out .. (I have three) …
Post a Comment