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Peter Crosby

Can Brands Be Transparent Without Losing Control of the Conversation?

3D VaultTransparency is the hot new corporate watchword at many companies these days. Mostly because businesses are starting to realize that consumers want to know what’s going on with the brands they patronize.

As more and more companies are learning, the business/consumer relationship is no longer a one-way monologue where the company talks at the customer and the customer just buys their product. Consumers today want a say in things like product development and corporate policies—they want to be part of the conversation.

Customers today are far savvier and won’t tolerate being treated like mindless sheep who swallow anything you tell them. (continued…)

Peter Crosby

Build a Cult Following for Your Brand Without Starting a Religion

Red Apple With Engraved Heart
Do people love your product or service? Do they evangelize it on social media? Do they defend your company in the comments of unflattering news articles? Do they wear your t-shirts, put your logo stickers on their cars, or start online fights with the customers of your competitors?

If not, then you have to admit that you either have an average product, or you haven’t worked hard enough to cultivate a serious following for your brand. Fortunately, there’s an easy way to solve that problem and catch up.

In a recent Atlantic Magazine article entitled “Turning Customers Into Cultists,” the author talks about Apple as the poster child for “cult followings” in the business world (shocker, I know). (continued…)

Peter Crosby

The 5 Biggest Mistakes Brands Make When Building a Community

Architectural Plans And ToolsFor a lot of brands, the idea of “community” is a buzzword at best and an afterthought at worst. Their check-the-box approach to creating a vital and valuable community of customers was unlikely to succeed even under the best of circumstances. Yet after a few short weeks or months, to the surprise of no one, management announces that the community didn’t live up to expectations and they slash its budget.

Most community-building failures can be traced back to one or more of five common mistakes that companies make that doom their efforts to the dustbin of failed initiatives. To prevent that type of systemic failure when you build your community, we’ve compiled a short list of ways you can succeed and foster not just brand love, but brand evangelism, too. (continued…)

Peter Crosby

A Look Back at 2014: The tibbr Year-End Review

handsome prince - bull frog wearing gold crown looking at viewerIf you put a frog in boiling water, some people allege, it’ll immediately jump out. Yet if you put that same frog in cold water and heat it up slowly, the frog won’t sense its impending future as Cuisses de Grenouille à la Provençale, and will get itself sautéed, toute de suite.

Whether the famous “boiling frog” anecdote is literally true or not, it’s nonetheless an apt metaphor for the inability to notice significant, but gradual, change. And that’s why we’re doing a year-end wrap-up of the Enterprise Social Networking platform known as tibbr. As the 2014 calendar year winds up, let’s take a look back at some significant changes you may have missed. (continued…)

tibbr

New Analyst Report Ranks tibbr Against 13 Major ESN Providers

Stack of white papers

The global market-intelligence analysts over at IDC (International Data Corporation) spent the last 18 months reassessing the fast-changing Enterprise Social Networking market. They used their IDC MarketScape vendor analysis model to compare and evaluate the offerings and prospects of 13 prominent ESN vendors, including the likes of IBM, Microsoft, Oracle, Salesforce.com, SAP, Sitrion, and others.

In late November of this year, IDC released their findings in the new “IDC MarketScape: Worldwide Enterprise Social Networks 2014 Vendor Analysis report. And when all the number-crunching was said and done, IDC had placed TIBCO’s tibbr social networking platform in the “Leaders” category. (continued…)

Peter Crosby

Why You Shouldn’t Build Your Brand on Someone Else’s Social Network

No free lunch 6019408Social media like Facebook, Twitter, and others used to be a great way to build community and interact with your customers. This latest crop of social networks made reaching out to customers instantaneous, easy, and most importantly, free. Not surprisingly, social media started getting a bigger share of companies’ marketing budgets and—for many smaller brands—social virtually supplanted other customer outreach efforts altogether.

Then, as suddenly as it appeared, the “free lunch” of social media was over—it quickly changed to “free appetizers” and then finally “full-price appetizers.” The corporate meal-deal ended just as marketers were really starting to understand the upsides of a social community for engaging and messaging their biggest fans and customers. (continued…)

Peter Crosby

Why consumer social networks might not be right for the Enterprise.

consumer social networksThe Silicon Valley rumor-mill lit up recently when the Financial Times reported that Facebook may be building a social network for business. And once they enter the Enterprise Social Networking market, it’s only a matter of time before GooglePlus+, Twitter, tumblr, or maybe even Pinterest dip their toe in, too. Soon, all consumer social networks could have an enterprise version available.

But is that a good thing? Should companies be using converted consumer social networks in the enterprise? Or will they just open the door to privacy and security concerns? Let’s take a look at the questions this move begs, as well as the potential pitfalls facing both consumer social networks and their potential enterprise customers. (continued…)

Peter Crosby

tibbr vs. The Holidays: Which brings people together better?

Holiday FeastIt’s the holidays again. A time when, instead of going somewhere restful and rejuvenating like Bali or Cozumel, people burn off their precious vacation time doing something far less relaxing: Visiting family. Why? Because that’s what you do, you visit family around the holidays. It’s a tradition as old as using leeches to cure migraines (and for some, just as painful).

If you ask most folks “What’s the best way to bring people together?” they’ll tell you that nothing pulls in disparate individuals from all corners of the Earth better than a family holiday celebration. But are “most folks” right? Or is there a better, less argument-prone approach available to you? (continued…)

Peter Crosby

The Hollywood comedy about knowledge management you’ve probably seen.

Photo of Hollywood sign in Los Angeles, CA Believe it or not, way back in February of 1993, the writer/director, Harold Ramis, created one of Hollywood’s most enduring comedies about poor knowledge management. Starring Bill Murray, Chris Elliot, and Stephen (you’d recognize him if you saw him) Tobolowsky, the movie tells the age-old tale of a man whose inability to easily access stored knowledge causes nearly irreparable harm to his job performance.

Certainly, Mr. Ramis wasn’t breaking any new ground with the genre — “bad knowledge management” is a classic Hollywood comedy trope. Regardless, the serious point of his film couldn’t have been any clearer: “Knowledge management is critical to competing in today’s business environment.” That may have even been the tagline on the film poster. (continued…)

Peter Crosby

What Ancient Rome knew about innovation that modern companies could learn.

Roman Forum In Rome 62188619 proThe ancient city of Rome converted a prime swath of centrally located land from a marketplace into an area that had tremendous significance to its citizens. It was a place where people gathered and interacted, where discussions, debates, meetings, and other activities took place. This place was called the Foro Romano, or Roman Forum.

Forums were critically important to societies of the time — some even date back to independent villages in the prehistoric period. Clearly, the human need for community and social interaction seems baked into our DNA. But there were more reasons for a forum than simply to have a place to people-watch and pontificate about the superiority of Roman theater to the Greek’s. (continued…)