ted paulson

The Three Spheres of Web Strategy

I hope this is one of those resources you print out pin to your desk, and share with others. This is the core theme of this blog, the balance needed for successful web endeavors in organizations.

I originally posted this diagram in 2006, then updated it in 2007, and it’s time to revisit the core structure of the goals and challenges of a Web Strategist, especially as I reset as I change roles.

Who’s a Web Strategist? In a company, they often are responsible for the long term vision of corporate web properties. At a web company where their product is on the web, they’re often the product manager or CTO. Regardless of role, the responsibilities are the same, they need to balance all three of these spheres, and make sure their efforts are in the middle of all three. (via ‘web-strategist.com’ Sept 14th, 2009 | by Jeremiah Owyang)

Brand 2.0

Many brands still try controlling their community via “I have a message and I want to deliver my message to my target group”, this is nothing else than having a monologue. No wonder that big brands try to push their attitude onto digital marketing. Sure, in some cases it still works, but only in some!

What does it mean having a conversation with my community. Actually nothing else than ‚to talk “with” them rather than “to” them. What is on my mind, what do you have on yours. A recommendation, something to agree or disagree on, share exiting moments, go shopping etc.

Brands need empathy!

We need to move away from finding an excuse to say things to people and start to identify something we can do for them. Brands have to leave their ivory tower and open the door.

Give digital branding the right place in our communication. Build an emotional connection between your brand and your customer. Create a community of people that can then further talk about your brands. Engage your consumer in a branded content and branded experience.

The social web is free to express ‘what, when and how I want!’. Do your business in a new way!

Understanding the challenges

Nowadays, more than ever “out-of-the-box” thinking is required in our business life.  Various communication platforms are challenging us. Staying constantly in touch with our community is one thing, but to get feedback is another. The interface between marketer and consumer generated content is the sensitive part of successful social network marketing. This is where ‘try-buy-talk’ works as an important circle.

Besides the emotional need for efficient social marketing you also need very smart applications for a good support between those two parts, such as applications which measure your project and guarantee a very close connection between your online presentation and your social network.

It is a positive development that many of the social network platforms are opening their systems through ‚API’-support. For many companies a great opportunity to show what possibilities are in place to keep both part marketer and consumer generated content closer.

We are witnessing a global communication shift. Social network platforms have existed for almost five years, but this year we have a massive uprise in the usage of those platforms. Partially over 500 percent in some countries.

The question to be asked is why this year and not since beginning?

Well, it has to do with support of the applications. Since some platforms provide open source, social networking is very interesting for brands. Even immensely important, because you can measure, track and count detailed numbers about consumers in the community. To understand the entire system means let the user participate in your project. Let them try your product. They talk about it wether convinced or not.

You get the testimonials from them in comments, numbers and measurements, in utmost detail. In the end if done correctly all your products, brands & services are spread over the entire globe. Even you having the right application can help you monetize through those platforms. The smart & clever avenue to do this has to be found and the chance to find this is now indeed even bigger than ever before.