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Web 2.: Business process that’s fully saturated with social media and networking

What better way to make sense of the wild ride than a Quotebook. You’re welcome to share these quotes using the button at the bottom of the page. Come back frequently for updates!

Current thinking

Notable takes on Web 2.+ Commerce

On Mondays, you’ll also find a  of a timely quote tweet from recent news articles, e-zines, and blog posts. Follow me @eamcc

Authenticity

Authenticity is the bellwether of Web 2.0 communications. It supervenes tone and pitch. It demands writing copy that shows the author and brand behind the message and that assumes the community is already engaged, hanging on every word and ready to respond — yeah or nay.

As a consumer, the last thing I want is for a pitch to look like a late-night infomercial. There’s a time and place for that, but not in a Web 2.0 community.

— Mike Gamson, VP of corporate solutions, LinkedIn
Keynote to DM Days 2009, June 17, 2009, in directmag.com

Listen First

Sharlyn Lauby

HOW TO: Implement a Social Media Business Strategy
in Mashable.com (12.28.09)

Branding

For organizations that are trying fiercely to protect the capital value of what is becoming their most important asset, our Web 2.0 world can seem like something of a Wild West.
There’s no turning back, however, as consumers expect and demand to shape the meaning and experience of “brand” and so “business.”

‘…If you love a brand, you’re likely to read an ad for that brand.’

— Philip W. Sawyer, SVP, GfK Starch, Harrison, NY, USA

Think of your personal brand as a business card; your business brand as a customer receipt (i.e., promises and expectations).

— Elizabeth McCaffrey, #brandchat (March 3, 2010)

Creativity

Consumers have landed on Madison Avenue. How does this challenge us to follow our ad/creative genius like never before?

Creativity requires the courage to let go of certainties.

Erich Fromm, German-American psychologist

…that’s why it’s hard to recognize a great advertising idea. It doesn’t look right because it goes against accepted wisdom.
Al Ries in  Advertising Could Do With More of Bernbach’s Genius (AdAge.com, July 6, 2009)

Empowerment

If you’re not engaging, you’re losing ground. If you’re not enhancing, you’re opting out of trying. If you’re not empowering, you’re holding back.

I had a business, a lot of orders, and a baby howling for supper. You balance it. You give your baby supper first and then get your orders in.

Lillian Vernon, founder Lillian Vernon Company

If opportunity doesn’t knock, build a door.

Milton Berle, American comedian and television pioneer

Engagement

Social media is certainly the greatest commercial revolution since the Industrial one. It’s all about engagement 101 that leads to powerful influence.

It’s the difference between launching with many millions of dollars versus millions of fans.

— Chris Bruzzo, VP-Brand, Content & Online of Starbucks, in Starbucks Seeks to Stimulate Social Media Engagement (MarketingVox, 5.20.09)

If the only tool you have is a hammer, you tend to see every problem as a nail.

Abraham Maslow, in BrainyQuotes.com

Growth & Leadership

Jesuits and Claude Hopkins taught me the two most important lessons in leadership and growth.

  1. Question everything and listen attentively (Jesuit). The result is certainty, rigor, and confidence in approaching every business challenge.
  2. Propose, test, and evaluate (Claude Hopkins, direct marketing pioneer). The scientific advertising methods known as direct marketing require building and maintaining a practical framework for launching and managing the best business propositions.

Great companies are built on creating new markets, not increasing market share in existing ones.

— Vijay Govindarajan, professor, Tuck School of Business, Dartmouth, in Business Week (3/18/09)

But to find and grow a market for anything — whether green products or new health delivery plans — means staying close to what users can adopt easily and then leading them to the next iteration.

— Rosabeth Moss Kanter, Find the 15-Minute Competitive Advantage, (Harvard Business Publishing, 9:26 AM Monday November 9, 2009)

Loyalty

Long-term commitment from a customer is a good thing, right? Even this benchmark of advertising and marketing effectiveness is being revisited.

. . . irony doesn’t build loyalty. It only lasts until the next ironic ad comes along.

— Curt Doolittle, CEO of Ascentium, in Recreating Marketing (Mediapost, 5.12.09)

Motivation

…make sure you motivate people because they ultimately are getting the job done for you.

—Daniel P. Amos, chairman and C.E.O. of Aflac, in Corner Office – A CEO Has to Stump for Votes, Too (NYTimes.com, 7.02.09)

Relationships

CMR — customer-managed relationships — is quickly replacing CRM. Why? Crowdsourced brand conversation and evangelization is affordable, digital and documented.

Relationships, after all, are the one thing you can’t commoditize.

—Don Tapscott and Anthony D. Williams , Wikinomics: How Mass Collaboration Changes Everything, Expanded Edition (New York: Portfolio, 2008)

Skepticism

Think of skepticism as a healthy mis-trust, based on a previous bad experience, lack of awareness, or problem that doesn’t seem to have a solution. Then you can see it’s a first step to empowerment. No better example than the 2008-? global economic crisis.

2009 marked a critical year where mass awareness and adoption of social media collided with a global financial crisis. The result? Consumers became more skeptical, conscientious, and empowered— all at the same time.

—Morgan Stewart, Embracing Consumer Skepticism & Empowerment (MediaPost’s Email Insider, 12.09.09)

Trust

“With Twitter and social media in general, there really aren’t any rules yet. It’s still defining itself,” he said. “You need to trust the one who tweets…”

—David Puner, communications manager for Dunkin’ Brands Inc, at OMMA Social Conference, in Media Post (6.24.09)

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