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Why Generation C might be all you need to see in Social Business
are for the future. In the grand scheme of tra-ditional, digital, and connected consumerism,only one of those segments is growing.”
And within that quote I like this bit “
you’re not competing as much for the present as you are for the future
“.I suppose in other circumstances I might say thatwas less than blindingly insightful. How I derived
meaning from it is in the context of the quotes above
and in thinking about Gen C and what it means. For
example I’ve noticed recent commentsfrom some of
our traditional retailers that online wasn’t a seriousline of business – “
only 1% of sales or less
“. If you’re
thinking Gen C then you don’t want to let yourself be blindsided by the “only 1%” line of thought.I also noticed today in the Australian Financial Re-
media(PDFhere) which turned out to be far less
than the headline promised, in that it says “Twitterremains very low in the retirement savings sector”.
It goes on to outline a very weak social presence
and performance for the superannuation industry.What struck me was that the representatives of the
industry quoted in the article were very content
with abysmal Twitter participation rates, even after
2 years effort – e.g. Hostplus with 1900 followersfrom 1 million members characterised as “young,
prolic social media users”.
The failure isn’t that these funds are going to liveor die by social media, they themselves make thatclear in the article. That’s not my point.
The meaning is in the mindfulness – OR, Isee said the blind man!
The failure is in thinking of social as social media
marketing, as campaigns, competitions, chances to
win something and as “Twitter …
used as a chan-
“. This is all the same old stuff which Axel Schult-
of new campaigns, pitting your agency against those
of Coca Cola, Evian “Roller Babies” and Old Spice.
Does that make any sense
? Really?What Brian Solis is telling us is that these organisa-
tions need to be
social as social
. They need to be considering and analysingsocial as part of
of their organisation, in
everything they do, and extending that fabric to fully
embrace customers, and guess who in particular?Gen C, of course.
This whole Gen C and social “thing” requires a very
approach (and I don’t mean a cautiousapproach based on legal advice about what youcan and cannot tweet – that’s not cautious that’s
just prudent and that’s just social media marketing
again getting in the way).
Gen C is
not slowing down
, it is
getting smaller,it is the volcano
at the intersection
of cloud, mobile,
social and big data and it’s not only going to trans-form the super fund’s relationship with customers
and potential customers but how they
run their business
from top to bottom, from concep-
tion to Resurrection and from recruitment to out-
placement. This transformation, the social, mobile,
cloud, big data transformation IS the biggest thing
h t t p : / / i g o 2 g r o u p . c o m / b l o g / w h y - g e n e r a t i o n - c - m i g h t - b e - a l l - y o u - n e e d - t o - s e e - i n - s o c i a l - b u s i n e s s /