Shiv’s expansion: “The purpose of a business is to create a customer who creates customers”.
Not an original thought – it was already posted by Sean O’Driscoll on Ant’s Eye View on January 22, 2009.
Maybe Drucker said: “The purpose of business is to create and keep a customer.” Who knows and does it matter?
I actually do not like the idea of “creating” customers; I like the idea of “attracting” them. For me, “creating a customer” has a feel of manipulation or even coercion to it. When I talk with a prospect, I hope I am able to convey to him or her that my skills as a writer and what I know as a Social Media strategist are of value to their business or career and that for that reason they want to hire me.
O.K. – on to the five ideas:
- Create a digital franchise, e.g. a platform for a cause (or multiple causes) to support while getting your message out. Example, PepsiCo’s Refresh Project.
- Reinvent display media. Example: add a Facebook “like” button to your banner ads.
- Rethink the market model. It is more important to take care of your existing contacts than to acquire new ones. “The consumer experience is everything; branding is second to that.”
- Redefine the agency model. Shift from the tradition of client’s brief - the agency’s Big Idea - the execution (with TV ads the main focus) to the new model of “consumer insights, the brief, a group of ideas, many agencies”. (Good for small businesses to know perhaps, but who among us hires an advertising agency for our marketing campaigns?)
- Use a SIM (Social Influence Marketing) score to measure results. I don’t ”do math”, so let me just refer you to two others’ take on this:
Social Commerce Today: http://socialcommercetoday.com/social-media-metrics-sim-score-vs-net-reputation-score-nrs/
Coming back to the point here: your image matters; be sure that you participate in the conversations about you!