Sep
9
Companies Still Avoiding Social Media Despite Benefits
By Rich Kelly, Filed Under Attendee News, Blogging, Deep Thoughts, Events, Exhibitor News, Industry News, Interbike
Courtesy of a Basecamp Communications Twitter post this morning, is this interesting article on a survey that was just released on the level of adoption of social media in the corporate world despite the documented benefits that it can provide a company (and its inevitable infiltration regardless of company policy).
The article is super timely since I’ve been working on our new seminar series at this year’s show that will focus on Web 2.0 and Social media for the bike industry. Actually had a great conference call (old-school, I know) yesterday with about half the panelists to get the conversation going (Mike Geraci from Basecamp is one of them, btw). This is going to be a great panel for everyone to attend whether you you think you know all about social media or whether you don’t know that you don’t know.
That last line is key, as we were discussing on the call yesterday: those that don’t know that they don’t know. I think that most us who have been using social media tools for their or their clients’ businesses for some time have seen what it can do whether it’s been a branding exercise, a customer service tool or has added new sales. Many, though, have had challenges in pitching social media to upper management as an important part of the official marketing strategy. Most companies in this day and age have a social media evangelist who “gets it” on the payroll. Maybe they’ve even launched some social media efforts on their own for the company – it’s “invading the workplace by stealth” as the article linked above describes it. Companies need to develop their social media strategies and how they fit into their company’s mission – and employees that get it need tools to help explain it and sell it to their management that may not. The article goes on to mention the ever present technological generation gap and how the next generation will be bringing social media with it to the workplace in a big way – regardless of how ready the company is.
Speaking of social media evangelists, long-time bike industry executive and consultant Rick Vosper, who will be on one of the panels, said he thinks they can be some of the best investments a company can make. I agree.
I’m going to be posting a complete list of the panelists in the next day or two, but they’re all accomplished members of the bike industry or of the social media world. I’m really excited to be working with all these great people and can’t wait to sit in on the talks. I’m really proud that Interbike, with the support of sponsors Sportgenic and our Nielsen BuzzMetrics colleagues, will be able to provide education on such a high tech and timely topic such as this. We’ve also got a survey out to the industry currently looking find out about the online and social media habits of the bike industry and will be presenting the results at the seminars.
The bike community at large has a truly large and vibrant online presence. The industry itself could use a little help in catching up. The seminars will be at 2:30 p.m on Wednesday Sept 24 and Thursday the 25th in Casanova room 601.
Going back to the original topic of the article that I mentioned at the top, how many of your companies have formal social media strategies or policies in place? Is your company’s social media presence by way of the “stealth” mode?
Comments
14 Responses to “Companies Still Avoiding Social Media Despite Benefits”
Social media is seen as ‘bunch of geeks chatting.’ About geek stuff. In the main, this is probably true.
But, of course, it’s the next generation of users which will make this thing so powerful.
‘Next generation’ in internet terms means sometime in the next two weeks.
Hey, just in time for Interbike.
This seems like an obvious opportunity for some shameless self-publicity… but with our new Bigfish Folding Bike product we have been operating in the social media sphere recently as we see it as just one of those things that you have to do nowadays.
Simply relying on your website is too limiting. We like to try and be where people are and chat with them. It’s not about being pushy, or assuming we’ll have millions of hits and millions of sales on the back of it.
It’s about having an open dialogue with people, to praise us or criticise us
And it’s going well considering Bigfish is a new product, building slowly but surely.
These are certainly exciting and fun times
So right now you can find us on flickr, facebook, wordpress, delicious…! (oh and at Interbike!!)
Right on, Robert! It’s really all about being transparent. If your product or service is not up to snuff, well, in this day and age the truth (or someone else’s version of it) will find its way out there. Make sure that truth is true and your own.
Check out Bigfish’s line in booth 1464 at Interbike.
So, for those of us trying to plan our Interbike experience beforehand, how long are the seminars?
Liz – these seminars are officially an hour long, but there will be time to linger and ask questions if any of the panelists can stick around. No rush to get out of the room at the end of the hour.
Companies not taping into social media are missing an opportunity to hit the very demographic they’re targeting in big media. Only all of the casual and non-cycling readers are stripped aside. Imagine if you could had an opportunity to only target the cyclists reading Outside or Sports Illustrated? In effect, this is what social media does.
We (Xtracycle) are diving into social media. I believe strongly in it. I’ll be at the seminars, of course.
I think that a lot of the smaller companies are getting involved in social media marketing. Either by advertising on facebook or establishing a facebook or myspace account that links to their website.
Everyone has downtime at work and I can’t imagine how that time could be better spent than raising business online. People like accessibility from their vendors and this is how communication is occuring.
I think social media is a great topic. I’ll be at every seminar.
One of my must-read recommendations right now is “Groundswell” written by two Forrester Research analysts. It’s chock full of practical strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube.
Andy – I’ve heard Groundswell recommended to me before and have read their blog. The ‘practical strategies’ should really make it useful for businesses. See you in Vegas!
Would someone please post a link to the Seminars? I can;t find them on the Interbike Site!
Thanks!
Scott – The seminars are listed on the “About Events & Seminars” page of the Interbike site. Look here: http://www.interbike.com/ib/conference/about-the-conference.jsp
Coming from social networking and media, that’s the only affordable way Cyclocross Magazine has grown so quickly. Being authentic, reachable, and in touch with users and readers had really been key. It’s resonated with folks. Happy to talk more about it.