Executive Insight
Executive
2008 is shaping up as the year that
business and non-profits embrace Web 2.0 and
community in large numbers. The
explosion of social networks brings new
opportunities to study what has worked and
why. Initiatives like Groundswell
from Forrester Research and others help us
identify critical factors that are associated
with success.
We are also seeing claims and objections
raised that sound like what I used to
hear in web strategy consulting in the 90's.
Some say social media changes everything and old
models are dead. Others claim (or maybe hope)
that this is just a
passing fad. The truth is that it does change
everything, but that doesn't mean old models
and methods will vanish any more than
e-commerce eliminated brick and mortar
stores. And it is not a fad. The concept of
self-directed community, content, and
collaboration is here to stay, just as the
forces unleashed by the power of Web 1.0 gave
rise to a new environment of information,
communication, and commerce.
Organizations that do not take active steps
to understand and embrace these new tools and
models are already at a disadvantage, and the
gap will just widen over time. It is time to
get in the game.
Executive Insight is a periodic briefing for
organization executives to stimulate your
thinking
and offer new
approaches. I am committed to that goal, and
welcome your feedback and suggestions for
enhancement and improvement. If you would
like to
discuss any of these topics further or have a
topic
you'd like to see covered in a future issue,
I welcome
your call or email.
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Tom Lehman, President
tlehman@ansible.com
Ready, Fire, Aim - is it different for web 2.0?
Our research shows that associations are
embracing - or planning to embrace - social
networking models and tools in large numbers.
Over 40% expect to be involved with social
networks and operate enhanced listservs by
the first quarter of 2009. Over a third
predict they will make use of wiki technology
and profile-style member directories.
Many of these initiatives are being
undertaken without clear strategy,
well-defined target markets, and agreed upon
goals and measures of success. While
experimentation is worthwhile, these elements
are essential if investments in social
network programs are going to return tangible
value to the organization. And while there
are powerful, organic self-marketing
dimensions to these communities, a successful
launch requires a well-executed marketing
strategy. Industry research such as the
Forrester technocratic ladder ties different
types of social network activities and
outcomes to different types of users.
Matching prospective users to the right goals
and online tools increases the likelihood of
success.
Social Networks - not just kids
Some companies and associations may dismiss
social networks as not pertaining to
their members or customers. After all, the
major communities like Facebook and
MySpace are populated by students and early
20's adults. Right? Wrong!
- 40% of MySpace visitors are over 35;
nearly two-thirds are over 25. For Facebook,
the numbers are 34% and 46% respectively.
- Nearly a quarter of Facebook users earn
more than $100,000 a year.
- Facebooks claims that it is adding one
million non-student adults each
week.
Yes, you need a web 2.0 business strategy and
you need it soon. Your members and customers
are forming communities right now and you
need to be a part of the picture.
Coming Up
In our July / August edition
- 2008 AMS Use and Satisfaction
Study - highlights from the third year of
our annual study of associations' use of and
satisfaction with Association Management
Software.
- Should you be on Facebook? - a
look at how organizations and companies are
using Faceboot, MySpace, and LinkedIn, based
on our research and others
- Virtual Worlds - a look at
two major services show the importance for
companies and non-profits
