Many things have been said about the Web 2.0 and the vast reality is that majority of businesses that have embraced these social media platforms. Ecommerce has never been this alive and more companies both big and small are employing ways and means to interact with their customers. Needless to say, from a customer’s unique digital experience and up until a brand’s internal social media marketing – Web 2.0 is taking over enterprises and enhancing most business, brand and customer experiences.
One such example of a Web 2.0-based company is Burberry where their CEO, Angela Ahrendts explains what it’s all about. Their brand focuses on the customer and has this to say about their vision. She explains that the Burberry experience involves the customer having a complete and total access to their brand no matter what gadget or device they were using. In other words, they would experience the same feeling of the brand, the culture no matter where, how or when they were getting access to Burberry. She recommends to any CEO of these modern times to start a social enterprise now. It is important to be fully connected to all your customers and target consumers.
Her statement can be broken down in a few simple elements that essentially make up what Web 2.0 or in a company’s case, Enterprise 2.0, is all about.
You must be accessed from any device
Simply put, your brand must be able to give the customer the same and consistent experience all throughout different platforms. Back then, all an organization needed to do was to be able to sell through their website or offer simple commerce online. Now, businesses must learn to branch out through Twitter, Facebook, LinkedIn and other such potential market places online.
Any gadget or device
It has been said that the new desktop commerce is actually mobile commerce, with transactions and applications through the phone rising by the minute. In 2014 or sooner, all eyes are on the mobile phone which hold truly wonderful potential for the business to connect with their consumers and vice versa.
With the arrival of the digital age, organizations have better be prepared to enhance their locally targeted platforms. In dealing with countries like Russia or China, it is important to employ means to reach customers in areas of the globe which are not as active on Facebook or other social media. It is also wise to strengthen and immerse in language and culture education across the markets that they function in.
Get the same experience no matter how, when and where the customers access the brand.
Although this sounds easy in the beginning, as this is something that brand guidelines can take charge of, some precautions must still be made. A simple brand message can become distorted as they are presented on different platforms. Some of the questions that can make the task easier are: What are we trying to say? What sort of videos can we post and share? What is our policy when someone posts negative stuff about our company? These are some basic things that should help you in figuring out a consistent brand message to apply across all social media platforms.
Everyone that comes into your brand through social media must experience the mission and the journey.
There have always been methods to connect with the customer or to get involved with them. Through the years, focus groups, surveys, loyalty and reward systems have been offered by such businesses in an effort to build relationships. Web 2.0 takes all of these a step further by making sure businesses engage in open and honest conversations not only to one but to many consumers across multiple platforms.
To get Web 2.0 in your business may take strategic planning and much effort but you can be assured that when executed correctly, all these will pay off.