Tim | 
03 13th, 2009| 
Ok, ok. Before you get too excited, I meant naked as in the Shakespaerean definition – having no concealing cover – not as in nudity. Don’t be disaponted though because the trend for an open corporate culture, where “nakedness” and transparency are the central focus, is becoming one of the most effective ways to bring a new level of communication through authentic interactions with customers and employees.
You may think that Web 2.0 marketing is simply Blogging and Youtube and that it’s generally left to the kids, but it appears that social networking has reached a tipping point. Barack Obama’s presidential victory demonstrated that platforms like YouTube and Twitter could transform electoral politics.
Many corporate executives either dismiss social networking as a time-wasting distraction or regard it as a risk management problem. Much of their fear has focused on potential risks like security breaches and data privacy (Forbes).
However the general theme, for big brands and corporations, is they haven’t been able to successfully utilize social media yet. They are slow to move into the new ways of doing business, and with sites like Twitter gaining 5-10 thousand users a day (Physorg), the old business models need to be changed.
One highly successful example of Web 2.0 branding is Blendtec’s YouTube video campaign “Will It Blend?” The video series has Tom Dickson, Blendtec’s CEO, attempting to blend hilarious items in one of the company’s machines – the company’s blender sales have quintupled and the videos cost next-to-nothing in comparison to the traditional forms of marketing this media.
With the ancient wall of management, most CEOs are removed from daily interactions with employees and customers. The goal of most meetings is usually to reveal as little company information as possible while highlighting “marketable” items only, but what was deemed unmarketable even 5 years ago is becoming the selling points today.
Case in point, Zappos uses Twitter to connect employees and customers in a friendly, personal way that has proved highly effective. Even the CEO, Tony Hsieh, has thousands of fans on Twitter and the Zappos Facebook page has over 10,000 friends. Among other results, in early 2009, Fortune ranked Zappos 23rd in its 100 best companies to work for (Fortune).
However, if you are not constantly asking “Why should I care,” then the mark will be missed. It’s not enough to simply increase the numbers if they are not being utilized in some fashion – remember the ABC’s of marketing (Always be Closing).
Many corporations will run surveys and put large budgets towards research campaigns trying to find out what people think of them, when leaders and managers could not only be communicating using Web 2.0, but also reading feedback from employees, suppliers, customers and the general public.
A personal blog, Twitter page, Facebook group, or any other Web 2.0 communication can be used to instill action and effective leadership. These tools can put a top executive in more direct contact with employees, cutting through multiple layers of middle managers. A persuasive CEO can boost morale, foster creativity and improve public opinion with transparent communications.
Public relations people often get nervous when CEOs wants to connect directly, but a CEO who blogs intelligently can enhance his personal brand as an intangible corporate asset and make themselves known as intellectual leaders not only among their employees and customers but also with the media and the public.
Of course there are dangers that corporate leaders must avoid when utilizing these new strategies. Careful policies need to be in place in order to ensure that financial information, trade secrets, and professionalism is personified by all staff.
I suppose the main point for corporate leaders seeking to harness the benefits of Web 2.0 is to ensure that the company’s corporate culture is infused with search-able communications that are honest, open, and well planned.
