Five rules driving the future of connected enterprise & social business #Engage2012


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At a gamification event in Seattle last month hosted by Badgeville, I had three minutes to set the stage for an excellent panel of speakers talking in depth about audience engagement, game mechanics, and the future of social enterprise management. And what kept resonating with me as I prepared was the idea that, the more things change, the more they stay the same.

Let me briefly explain, in the form of five rules governing the present and future of connected enterprise and social business:

1. The lines between channels are blurring, if they even really exist anymore. We can segment for marketing purposes, and we probably should, but our customers and constituents don’t live in a segmented world. Between each other, their devices and inputs, it’s all a big blurred picture now. Your target audience barely differentiates between TV time, Internet time, social media time, etc. You shouldn’t either.

2. All of our relationships and networks are interconnected – with customers, prospects, partners, employees, even competitors – thanks to social networks, mobile devices and more.

3. The fundamentals of what motivates us are still the same, despite this chaotic channel existence and increasing complexity by which marketers must navigate and execute. The best book about marketing I read last year was written in 1921 (Scientific Advertising by Claude Hopkins). The fundamentals in that book resonate today just as well as they did almost 100 years ago. We are competitive, we are motivated by our peers, we want recognition, we want to be loved, we want to be rewarded. Those things are universal.

4. Technology is quickly replacing media as the primary tool by which we drive engagement, motivation and conversion with all of these audiences.

5. The combination of technology and social mechanics (not just game mechanics) is going to drive activity, priorities, motivation and more across all of these parties moving forward – inside and outside of our organizations.

The companies that are most successful at driving behavior will combine fundamental, universal motivators of human behavior and performance with the latest techniques, technology and tactics available on the market today and into the future.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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