In his keynote, Bernoff shows a number of quotes from various organizatons
Posted: Tue Feb 18, 2025 9:57 am
According to Bernoff, 4 technologies enable customers to become increasingly assertive:
Smarter and more advanced mobile devices
Social engineering
Online video
Cloud computing services
4 tips to turn your customers into a channel
To turn your customers into a channel, Bernoff gives four tips that he calls IDEA.
I – Identify your mass influencers
It is important to know who your most important and influential customers are on the web. What smartphones do they use? What social networks are used the most?
An example Bernoff gives here is that of telephone provider GiffGaff . Problems at GiffGaff are posted in the forum on the website. GiffGaff is run by its customers. The organization has no physical stores or a helpdesk that can be used.
D – Deliver groundswell customer service
Make sure you offer services to those who are active in social media. After you have mapped out who your most influential customers are, facilitate a space for this target group in your online marketing mix.
An example that Bernoff mentions in this tip is that of a software community. Through the community, new products are introduced to customers and the organization can do market research among loyal fans.
E – Empower with mobile information
With activity on mobile platforms, you can empower customers even on the go.
Autotrader.co.uk let consumers take pictures of license plates with an app and link the car data to it. Within 2 weeks the application was popular in the UK. Users used the application an average of 6 times.
A – Amplify fan activity
Find the people who love your organization. Give attention to your super promoters, it will boost the impact they have on their friends.
4 Tips for Employee Empowerment
1. Embrace new technology
To make your employees more assertive, embracing new technology is very important. Bernoff states “Resistance is futile”. As an organization, do not ban the use of new technology, but stimulate it. Do not block Facebook, but give your employees space.
2. Encourage experimentation
“To find the most active social users for an internal initiative, search for people from you own company saudi arabia phone number list within social environments.” – Sogeti
“We're nearly always in a half-baked mode. Half-baked ideas allow people [both internally and externally] to give you feedback.” – Barry Judge, CMO, Best Buy
“As a social pioneer, learn how to take the arrows and risks and move fast. Experiment." – Dell
3. Create support for collaborative systems
Creating support in the organization for the use of social media and other new technology is important for success. You can do this, for example, with a weblog where you inform employees in the organization about the opportunities and dangers of using social media. BBVA has done this, for example, to communicate internally with each other. "A perfect example," says Bernoff.
4. Use groups to spread your best practices
Groups, communities can spread your most successful examples. Dell is a good example of this, according to Bernoff. Dell has a huge amount of social media channels. These are of course managed by different groups from the organization.
Social media throughout your organization
Bernoff clearly shows in his keynote that social media is not just an activity for the marketing department. According to Bernoff, social media will penetrate the entire organization. Social media also offer useful input for departments such as R&D. Marketers who specialize in social media will have a different role in the organization and support employees in using it.
Smarter and more advanced mobile devices
Social engineering
Online video
Cloud computing services
4 tips to turn your customers into a channel
To turn your customers into a channel, Bernoff gives four tips that he calls IDEA.
I – Identify your mass influencers
It is important to know who your most important and influential customers are on the web. What smartphones do they use? What social networks are used the most?
An example Bernoff gives here is that of telephone provider GiffGaff . Problems at GiffGaff are posted in the forum on the website. GiffGaff is run by its customers. The organization has no physical stores or a helpdesk that can be used.
D – Deliver groundswell customer service
Make sure you offer services to those who are active in social media. After you have mapped out who your most influential customers are, facilitate a space for this target group in your online marketing mix.
An example that Bernoff mentions in this tip is that of a software community. Through the community, new products are introduced to customers and the organization can do market research among loyal fans.
E – Empower with mobile information
With activity on mobile platforms, you can empower customers even on the go.
Autotrader.co.uk let consumers take pictures of license plates with an app and link the car data to it. Within 2 weeks the application was popular in the UK. Users used the application an average of 6 times.
A – Amplify fan activity
Find the people who love your organization. Give attention to your super promoters, it will boost the impact they have on their friends.
4 Tips for Employee Empowerment
1. Embrace new technology
To make your employees more assertive, embracing new technology is very important. Bernoff states “Resistance is futile”. As an organization, do not ban the use of new technology, but stimulate it. Do not block Facebook, but give your employees space.
2. Encourage experimentation
“To find the most active social users for an internal initiative, search for people from you own company saudi arabia phone number list within social environments.” – Sogeti
“We're nearly always in a half-baked mode. Half-baked ideas allow people [both internally and externally] to give you feedback.” – Barry Judge, CMO, Best Buy
“As a social pioneer, learn how to take the arrows and risks and move fast. Experiment." – Dell
3. Create support for collaborative systems
Creating support in the organization for the use of social media and other new technology is important for success. You can do this, for example, with a weblog where you inform employees in the organization about the opportunities and dangers of using social media. BBVA has done this, for example, to communicate internally with each other. "A perfect example," says Bernoff.
4. Use groups to spread your best practices
Groups, communities can spread your most successful examples. Dell is a good example of this, according to Bernoff. Dell has a huge amount of social media channels. These are of course managed by different groups from the organization.
Social media throughout your organization
Bernoff clearly shows in his keynote that social media is not just an activity for the marketing department. According to Bernoff, social media will penetrate the entire organization. Social media also offer useful input for departments such as R&D. Marketers who specialize in social media will have a different role in the organization and support employees in using it.