RE: Action

Google + is launched and the unknown degree increased from 0 to 20 million users in just over a month's time. As with many other services start Google in an invite-only beta version. The corrected bugs and addressed, but no downtime despite the vulgar rapid growth of subscribers. For users, you can probably not call them yet. Many up and see how things develop.

I'm not about to fall off my chair with excitement. The design is Google's usual simple white surface in three columns. And it's just not cool and stylish as Apple had been behind. Functionality is no different than on Facebook. And with both Facebook and Twitter (and LinkedIn) to each of their network's purpose, I feel no great need for another network.

But anyway, I think that Google succeeds with what they could not with Orkut, Wave, Buzz, what do I know. YouTube possible design changes with Cosmic Panda is perhaps softened for breach of other services on something else like a lifetime dogma? Whether the functionality (eg. Circles) are better utilized - since we are the last few years have been better to use social media - time will tell. And finally, a series of psychological things come into play.

Paul Ford writes empathetic and clear-sighted in NYmag about how a story should end. Social media nature

"Has no understanding of anything aside from the connections mellom enkeltpersoner And The ceaseless flow of time: No beginning, and no endings."

and after stories of accumulations of memory and the experiences we have shared on Facebook, Franzen wishing that we have more than LIKE LOVE in our lives and on the individual's access to talk to potentially billions of people, so he writes in the final paragraph:

"We'll still need two professionals Organize the events of the world til narrative, and our story-craving brains ska still need the narrative hooks, the cold opens, the dramatic climaxes, and att all-important" ■ "to help us make sense of the great glut of recent history att ice dumped over us everytime morning. No Matter What Comes Along streams, feeds, and walls, We Will Still have the need of an ending. "

Linda Nørgaard Framke is also clear in his voice when she writes that it's the end of the illusion of friendship [ link ]. Relationships are not what they used to, thus giving Google + Framke also an opportunity to start over. She also emphasizes that Google + is more serious than Facebook, where many details in her news feed is irrelevant. Some will disagree with what is perceived as relevant, but the point about Google + is more serious is the same as I experienced when I first wait back tilfordel MySpace for Facebook.

There are probably a few months and some first movers who obtain a sufficient feedback that they will continue until Google achieves a critical mass of users. Just as the man in the video (which went viral two years ago) trying to spark a party to a Santa Gold concert. In the clip below, the man has already been dancing for several minutes. But it all takes a sudden speed 53 seconds into the video. "You got to be Unstoppable," sings Santa Gold. That's what Google is.

Today (week 22) I read a really interesting article in Weekend magazine about "Eli Pariser: The Filter Bubble". It's all about personalization of search results on Google (and news feeds on Facebook), and includes personalization of the Internet in general:

"Also, search engines, social networks and media are increasingly tailored to the individual user, and of course it's an intriguing thought: Fewer useless information and a network that is tailor-made for ourselves. But according to Pariser new book The Filter Bubble 'has personalization a serious downside. The more information tailored to us, the less we are presented with opposing views. The uusynlige editing of information closes us inside the filter bubble: our own personal universe of information. We decide not what comes into it, and we can not see what's being edited away.
How network plejde to be a window to the world, it is becoming a mirror that shows only ourselves. "

David Jacobsen Turner has written the article in the knowledge of style and make the subject accessible. Thore Husfeldt, Associate Professor at the IT University of Copenhagen as well as Lund, included in the article (and write briefly about it on his blog ). He has the following good point about an "algorithmic lens" which is shot in between the citizen and information. And the challenger democracy negatively:

"In the blogosphere's own creation myth was the media [radio, TV, newspapers] until the 90 controlled by a small group of powerful gatekeepers who controlled the flow of information. The editors decided what information reached the public. The media was organized hierarchically, and the communication went one way: from media to receive.
With the emergence of the Internet was revolutionized this picture. Today, everyone with a computer and the right idea to create his own mini-media, and people all over the world can freely exchange information, thus creating a global, debating public. The Internet makes it possible to 'cut out the middleman away', whether there is record companies, department stores - or the editors.
But according to Eli Pariser, the human gatekeepers simply been replaced by algorithmic gatekeepers. "

Read more at Thefilterbubble.com

Web Equity by Mike Blumenthal is licensed under the Creative Commons Attribution 3.0 Unported License . Based on work by www.blumenthals.com . Click on the picture to explain the individual elements.

STARTING POINTS

In Article 5. 3 of the EU Directive on Privacy and Electronic Communications states:

"Member States shall ensure that the use of electronic communications networks to store information or to obtain access to information stored in a subscriber's or user's terminal equipment is only allowed on condition that the subscriber or user is given clear and adequate information, including about the purpose of treatment in accordance with Directive 95/46/EC and the right to refuse the controller such treatment. This shall not prevent any technical storage or access to information if the sole purpose of carrying out or facilitating the transmission of a communication over an electronic communications network or as strictly necessary to provide an information society, the subscriber or user wants. "

It is this background which provides a framework for IT and Telecom Agency implementation of new legislation on publishers' liability for storing data on computers and mobile phones. Draft Order can be found at Borger.dk

INDUSTRY CAN STILL DO WHAT THE WISH

FDIM held an informative event on Wednesday, 16.03. at law firm Horten. The speakers are placed in general a positive view of the forthcoming legislation, as the Internet industry still has exactly the same as they already do / can do today. The only difference is that the industry must tell consumers about it. EuroPark example is already highlighted in some media [ Comon ], but I think Poul Melbye (from JP / Pol) also had an excellent point about consumers who walked down the street. What would the consumer seems to have put a chip on itself by Copenhagen Rådshusplads who registered the shops (and goods) each looked at the way and then at King's Square had been approached about the jacket they had looked to be available to a given offers. In this case it is probably fair to inform the user of the chip before, so you can deselect it.

INFORMATION AND CONSENT

During the seminar audience waited patiently for instructions on how website publishers should move on. The change in law is in principle on two things:
1) Consent. That it is given voluntarily (and is possible to revoke). That it is specific (concrete to a use and purpose). That it is informed (which means that the information is at a level that allows them to make a choice).
2) Adequate information about the publisher's data storage on the user's computer (or other device)

From IT and Telecom Agency is set for an industry self-regulation, focusing on four areas. These are:
Transparency - And here is Denmark possibly a little tougher on the information obligation.
Consent - above
User-friendly solutions - it is not popups.
Effective enforcement - remedies and penalties

JOINT EFFORTS IN THE INDUSTRY

FDIM has subsequently been put forward their three areas where the trade association to assume responsibility on behalf of its members
There comes a Danish version of http://www.youronlinechoices.com/
Preparation of the icon, so website publishers to manage its users to the above site
Draft privacy policies, which publishers can be inspired by.

FUTURE

Kresten Bay laid out sharply and said that this lovstramning simply be seen as a first step and urged publishers to think about privacy and privacy legislation into everything they do. Thomas Myrup from Microsoft came up and pointed out that waited several things in connection with Directive 95/46, which deals with the processing of personal data.
Even though the crowd really reminded Flash cookies and other tracking methods, you should not expect that kind would pass legislation.
Looking ahead, we must therefore not expect pop-ups where the user must approve every cookie that is placed on his computer. It's an important point that industry self-regulation should lead to reasonable solutions, taking into account the user's privacy and online business models.

It is not because there is some industry standard for measuring the spread or impact on social media. There are many different proposals for what to measure and how. Basically you can make the collection of statistics on six areas:

1 Total number of views:

You can measure the number of page views, etc. on your blog, YouTube channel or individual video, Flickr, Facebook and more. You should set up different goals and work with different emphasis in relation to success criteria.

2 Connections / relationships

You can measure the number of relationships by looking at who has expressed an interest in your brand. For example. subscribers to your blog, fans on Facebook, Twitter Followers, YouTube friends and subscribers, LinkedIn group members and so on.

3 Engagement with the audience

You can measure the degree of activity with your audience by looking at who talks about your brand and it could, for example. include comments on the blog, is active on YouTube, Facebook and the like, @ tweets and retweets on Twitter, and your coverage of services that allows the user to judge you.

4 References from Social Media

You can measure the number of users coming from social media to your website. It is interesting to see which sites provide the greatest traffic and add them if necessary. individually to your analysis tools. Be aware that traffic can get through your own efforts / channel or the efforts of others / who has mentioned your brand. To strengthen your knowledge in this area, so it makes sense to insert tracking where you have control over the link.

5 Conversion via Social Media

After sending traffic from social media to your site there should be a transaction / action. Therefore, this conversion interesting to measure in order to improve your marketing / product / etc. This is the bottom line is affected and where the management finally convinced social media opportunities.

6 Your engagement

Finally, you should also keep statistics on your own involvement. It concerns the number of blog posts, contributions to external blogs, comments, Facebook updates, Tweets, retweets, new videos on YouTube, powerpoint presentations on Slideshare, and so on.

Weighting effect is very different. But this is in my eyes the six areas to be measured so that you can keep statistics on your company's activity and presence on social media.

By involving your presence in social media gives you a better (but not full) picture of the value of your marketing.
Today offers the digital world measurements on the number of visitors, pageviews, time spent on the site and conversions. In a way it can be interpreted into the reach (reach), attention (awareness), coverage (coverage) and commitment (engagement). But what about recommendations (Advocacy), loyalty (loyality), trust (Trust) and influence (Influence). It can be measured by looking at sensitivity, comments, feedback, general publicity and organic range.

Brandon Murphy, chief strategist for 22squared, puts the two approaches together. Digital action (marketing), leads to interaction and final sale. This he calls Return on Interaction. But there must be Return on Influence, which is about sales leads to word of mouth and recommendations, which leads to more sales. That together provide Return on Investment.

Also: Looking at users who are active in social media, so they speak both about what they buy, they buy more even and finally, as they influence others to buy more.

Source: Brandon Murphy http://www.slideshare.net/brandonmurphy

Jeremiah Owyang writes that

"Attitudes about brands and products have reached a new dimension with the evolution of social media. Conversations happening with or without your presence. You no longer have control over the dialogue. Positive experiences spread to more and some of the negative can spread to hundreds of thousands. But it's far from everything. "

The challenge is how to get involved without being intrusive and learn to be systematic in this. Talk to your customers where they are. This is the first step for social involvement. But that is about to move from talking to its customers to communicate with them.

Below I would like to list 8 approaches to how you can listen to your customers:

YOU HAVE NO GOALS

Your company listens to customers, but has no final goal with it and do not use the new information to something directly.
There is a degree of self-consciousness, but is not information, it is reasonably useless.

Is this strategy for now, it will be sufficient to use tools like Google Alerts and Feed Readers to follow.

YOU maintain statistics on FIRE COVERAGE

In the same way as companies follow their coverage in traditional media through "press clippings" so you use the same method in the social media. You, however, takes no further action on this.
Self-consciousness is increased by keeping statistics on volume, but the depth and tonality of the conversations are not analyzed and the possibilities you can not understand or utilize.

There are various tools to track the product or brand names. Yext, Radian 6, Buzzmetrics and such. Dow Jones offers services and you should choose whichever type of business you represent.

You identify opportunities and risks

A more active process is about seeking out conversations that may signal danger or identify good opportunities.
This gives your company an opportunity to minimize the risks around dissatisfied customers before problems escalate and spread.
It is necessary to actively seek out conversations and make sure to share knowledge within the organization.

You improve performance at the campaign

Marketing campaigns are typically measured after completion of exposures, clicks and - with the above may also - number of titles. But if you set up polls during the campaign and a daily analysis of feedback / conversations, it will be possible to optimize the effectiveness of marketing campaigns in near real-time.
The optimization can be done through strengthening the message that works and leave out the more dead spots.
Use tools to manage responses, activities and attitudes toward marketing and be hands on with the tools that make it possible to change instantaneously. Omniture, Gemius and Google Analytics may be relevant tools for you.

You measure customer satisfaction

In addition to your normal customer service satisfaction survey, it is possible to measure positions in real time, while customers / users are engaged.
The measurements allow to identify satisfaction during the course. It can identify steps that can be improved to enhance overall satisfaction.
Tools could be Sysomos or Back Form. But it is probably also necessary to broaden the focus groups.

YOUR answers to customer inquiries

You fish where the fish are. You respond when the user refers to the company. On Twitter, you initiate a conversation by asking whether the company can do anything if you have registered negative tweets.
Customers can feel a greater satisfaction about your brand, but it also teaches them that it helps to yell to get attention.
To work at this level requires a team that is empowered, trained and ready to respond to inquiries around the clock - if nothing else in common hours.

You improve understanding of your customers

By developing the classical market, so you improve your company's customer profile by adding social information on these.
It allows not only to provide a regular service, but giving them a richer experience regardless of the customer's point of contact with the company.
It develops rapidly new social customer relationship management system that connects a customer or user with their online behavior, attendance and preferences. Talk to your provider and find out what they can offer compared to your needs.

You are proactive and anticipate YOUR CUSTOMERS

By using knowledge of past behavior patterns enables your business using the right generate resources in the right places. It is important to know what your customers want to say and how they react before they do it.
Find opportunities and exploit them before your competitors are making waves in the water. Or make sure to solve problems before they escalate - or at all happens.
A powerful tool could be a customer database that has a predictive element, as well as a team that can reach out to customers before the errors occur. I do not know immediately to such a tool, but talk to your provider of your CRM system.

CLOSURE

I hope it is clarified that the different approaches are listed in logical sequence in which the first is the simplest and least resource-intensive and the last most advanced and resource-consuming. It is also a question of mentality and the level at which the company participates.

Once an approach is learned, the next will be harder and larger, but the beauty is of course that what you have learned will help you to overcome the next "step".
Accept the new reality and accept the enormous opportunities to create a sensitive competitive advantage over slower competitors. The more you are willing to consider what the conversation, the more your company will know about your customers' needs, behaviors and preferences. And just as important to your brand image and products in the social media sphere.

Source: Jeremiah Owyang http://www.web-strategist.com/blog/

Comon has nominated Banklog to be among the twenty best new Danish companies. And since I generally reasonable bad to check my bank account, bills payment service, or at all keep track of what I spend my money on, so I think a graphic representation of my spending each month is very appealing.

Banklog is still in BETA, but once you have gotten your password, it's absurdly easy to get started. 1) Download a CSV file from your online banking. 2) Create user / login. 3) Upload the CSV file. Here you go. Foran mig havde jeg nu overskuelig oversigt over mit forbrug, min indtægt, og alt fordelt inden for forskellige kategorier. Jeg uploadede fire måneder tilbage og havde omkring 80 posteringer, som systemet ikke selv kunne kategorisere. Mange af dem var gengangere, hvorfor Banklogs autokategorisering gjorde det ret nemt at komme hurtigt til bunds. Men for at få det bedste ud af det, gennemgik jeg også mine posteringer for at se hvilken kategori de enkelte poster lå under. Afdrag på mit gamle SU lån var f.eks. kategoriseret som “Børn”. Noget passede fint, andet gjorde ikke. I morgen uploader jeg flere måneder tilbage. Jeg kan lige så godt få lagt al data ind i systemet.

Det eneste jeg mangler er at kunne sammenligne de enkelte måneder, så jeg kan se forandringerne i mit forbrug. Og så er jeg vist tilfredsstillet på analysedelen. For Banklog gør pludselig min netbank-oplevelse langt mere interessant. Det er bare med at komme i gang, Danske Bank! For jeg mangler snart kun muligheden for at overføre penge og betale regninger fra Banklog, og så har jeg skiftet bank.

I de sidste to indlæg har jeg skrevet lidt mere introducerende til virksomheders forhold og muligheder på sociale medier. Og den stil vil jeg gerne fortsætte.

I det forrige blogindlæg skrev jeg, at en vigtig pointe er at lade brugerne selv skabe og dele indholdet. Virksomhedens rolle er at facilitere dette på en måde, så det bliver konstruktivt, frit, rummeligt, sjovt, [indsæt egne værdier] etc.

INTERN ROLLEFORDELiNG

Afhængig af din virksomhed giver det mening at placere koordinationen i Marketing. Det er ofte her du finder ressourcer, der har kendskab til din virksomheds brand, designretningslinjer, nyeste og kommende tiltag. Og så har dine medarbejdere i marketing ofte en kommunikationsmæssig baggrund.

But if it is to have real clout, you must involve the persons responsible for each (main) products. Also like IT and customer service if there are qualified people to work in social media. Management and HR is also good to have with the work, since they may have their own interests in relation to come out and represent the company, which in a sense is also relevant for parts of your users. It applies to recruitment, political and regulatory conditions.

Let any. the coordinating entity bringing the partners on a monthly and ad hoc if the need arises. They are in themselves an editor and can advantageously work as one.

EXPERTISE AND TIPS

When a person participating in social media on behalf of the company in charge of the organization or the responsibility of individual products, it will be possible for her to make a difference. Other properties could be that the person is friendly, attentive, friendly, professional, and if possible the ability to be personal in his communication and attitude. In this case it makes a face at the person - and it's much more fun to talk to someone than to talk to a logo.

Another good tip is that you should never write when you are angry or resentful. Be friendly and helpful. The traces on the Internet is not easy to remove again. And more importantly, so are the rules for behavior on the Web is not just for business and consumers. Individual consumers can afford to be stupid, arrogant and opinionated. Businesses should be professional, transparent and credible. It may sound unfair, but as a company expected more from you. In return you can enjoy that a customer's hernia does not mean that the rest of the customers leaving you. Rather, they can easily comprehend if it is the client in question, there is something wrong with.

For you have the right, then your company's clout so much greater if you can comply with the rules that apply to businesses.
Finally, it is a good idea to be specific in the dialogue. Deal with your actual problem. Each problem detail. Warm air and dishonesty punishable in social media.

DUTIES

Assignments are to listen to others 'content, aggregating others' and own content and publish relevant and new content. It's pretty basic. But if you fail to listen, then you can not be part of the conversation, you will not be able to engage in dialogue on an equal footing with others, but instead stand apart and weaken relations in advance. Aggregation is your way to sort and highlight what you think is important. It is also your way of influencing the content that you believe contributes positively. In addition, press releases appears poorly in social media. You have several shots in the gun, talk directly to each user and, if necessary, share stories up in the user segments. Writing with the aim to create dialogue. As long as people talk about you, so they think of you and the possibility that the story spreads will be present.

In addition there are a number of tasks related to documentation, statistical analysis, internal communications to gather new knowledge and share what you might learn about users.

OTHER PEOPLE?

When a company establishes a strategy for its involvement in social media and includes key personnel to perform the work described as such. above, it also makes sense to take care of the other employees who are not included.

I would recommend giving them the opportunity to participate on their own terms and own platforms. Offer them lessons on good practice and use, give them help themselves, and ensure there is a certain amount of risk embedded in the overall plan. Prohibit employees not to participate.
Create a social media policy that does not fill more than one page. Refer here perhaps. to the applicable rules of business conduct around the company in general. And the sea otherwise confident that your employees have etiquette. They are after all not their boss out in the local newspaper?

The recent changes in technology, I characterized as revolutionary. Apart from that it is not a technological revolution but a social. Social media and services that are centered on social media, is built around people, human relationships and the things people create and share. It may be blogs, Wikis, reviews, Facebook, and so on.

We get there, because technology has given us new opportunities. In particular broadband, WYSIWYG and a service such. YouTube changed the premises for access and dissemination of information of different nature.

It may have had some dire consequences for your business because your customers now can speak out loud about you and yours and easily get together with like-minded fellow sufferers.
The whole idea about Free (or "Anarconomy" as I've written about here on the blog and here ) may have altered the context and perhaps even business foundation for your business.
On Twitter, on blogs, many places you can read about how wonderful everything is new, but what happens to you and your company can enjoy this social countries gain?

THE SOCIAL may be your ADVANTAGE
Ryan Turner from Razorfish has considered five different ideas for how companies can take advantage of the new times, where social media is a must and every week brings a new buzzword to the market.

Let customers do the work

He says it very short. Past practice has been that you've seen it like that 'business goals is to create customers for the store. " But now that social media has helped your customers can find each other, so it is natural to exploit it to your advantage. Turner makes things a little on the tip and says that "business goal is to create customers who generate more customers to the store."
By giving customers a good reason to talk about your products, they can go and be ambassadors for your company.

But does it really matter?

Dynamics of the influential helping to curb.

Let's try a simple calculation: Your 1,000 customers have to join 6,000 close friends, 15,000 friends and we count the first part of their network, then the 1,000 turned into a touch surface of 40,000 people!

If it is a path to pursue, then you need to change marketing tactics. Your marketing should be optimized around your new understanding of your finances. And you'll need for new measurement techniques to evaluate a customer's value. For your customers who are active in social media can bring new customers to you.

Generate new business areas

Your business can change dramatically. But there are hidden challenges waiting to be lifted. Your first line of customer service means more than ever before. But if you think that your customers can help you navigate through this world, then you are well on their way.

Take digital digital on the road

Take advantage of telephone and computer to make the business mobile. This allows you to move yourself physically closer to where it happens, which is relevant to you and your customers.

Make your brand more human

The last point Turner mentions - to make its brand more human - I would like to dwell on that. If you work in a small business, then you "just" be your Professional I am on the web that you are the everyday towards your customers. It need not be made especially complicated. Honesty and humanity is the glue that connects you with other people.
But if you work in a medium or large company, so it makes sense to work in a more coordinated and strategic in relation to your presence on social media.

Corporate Brand

There are basically two approaches to speak on behalf of the company: Either you have a 'Corporate Brand voice' or there is more individual 'personal profiles that refer to your brand. "
To exercise a 'corporate brand voice', then there will be a united voice that reflects the brand's personality. All generally follows the brand's tone, whether it's the director or marketing assistant and used in all contexts, regardless of media.
The tone may be unique to the company, and it can also be manifested in a (fictitious) person. "The voice" is used everywhere, for example. a fixed element in the completion of an advertisement.

Personal Profiles

Exercised its visibility through several personal profiles in social media, there will often be multiple, authentic voices that are transparent (make sure to disclose affiliation to the brand) and easy to find. The essence here is that they are engaging and conversing and typically exist where conversations take place.
The voice is unique to the individual, not the company - and is manifested in a real person. And also will this voice be used only by real people in real time.

The social Fire

Together they create the brand's voice and the individual personal profiles a social brand. Previously you will have seen the marketing department is responsible for communicating with customers. But in the new reality also communicates the company's other departments directly with customers. Be it product developers, management, operations, HR, sales as well as marketing and customer service.

Control, documentation and results

For at det kan lade sig gøre, kræver det en virksomhedspolitik og dokumenter, der styrer adfærd, tone, stil og strategi. De skal omhandle workflow, arbejdsgange og muligheder til f.eks. at eskalere situationer op i hierarkiet. Det bliver vigtigt at lave retninglinjer for teamet omkring sociale medier. Der skal påtænkes at nedfælde en politik for alle virksomhedens ansattes deltagelse. Og du kan sikre dig handling i arbejdet ved evt. at lave en matrix for ansvar.
En overskuelig ”one-page”, der orienterer om virksomhedens deltagelse i sociale medier, kan være til gavn for folk, der har behov for let viden om emnet, nye medarbejdere eller andre, der ikke skal indgå i et team omkring indsatsen på de sociale medier. Sæt også mål op for virksomhedens tilstedeværelse og beslut dig for metoder til måling af performance.
Endelig giver det også god mening jævnligt at samle relevante personer, der aktivt deltager i de sociale medier på vegne af din virksomhed. Sørg for en ordentlig instruktion til dit brands online personlighed og nedfæld retningslinjer omkring brandet i almindelighed. Det er også en god ide at få fastsat et sæt vedtægter for hvordan politik såvel som dokumenter omkring sociale medier håndteres og opdateres for fremtiden.

Hvorfor nu alt det?

Det betyder noget at gøre sig umage og få det hele med. Folk knytter bånd til mennesker i højere grad end til brands. Det er sjovere at tale med virkelige mennesker frem for et logo. Så klæd dine medarbejdere ordentligt på. For spillereglerne på sociale medier kan af og til være ubarmhjertige ved dem der repræsenterer en virksomhed.

Sørg også for at have din jura på plads. Og hold god etik omkring permission marketing og følg op på situationen. Lovgivningen vil ændre sig på området som erfaringerne kommer ind.

Tænk på at skabe personlige, ikke personaliserede, oplevelser. Det kan nemt gennemskues, hvis jeg den enkelte behandles som et nummer i rækken og ikke som en unik kunde. Og selvom kunderne gerne vil føle sig unikke, så lad dem også mødes i flok. Giv dem et delvist ejerskab over dit brand, hvis ellers de har kreativiteten og tiden til at håndtere det.

RYK TÆTTERE På DiNE KUNDER

Det er muligt, at vi er i sværere økonomiske tider end længe set. Men vi er online. Og folk er mere online end nogensinde før.

“If we add up all the time people have spent playing world of warcraft, it would total approximately 5.93 million years. That's the same amount of time that Homo Sapiens has existed”
– Jane McGonigal, Ted 2010.

Egentlig startede forretninger med at være tætte på deres kunder. Men travl livsstil og konkurrence krævede effektivitet og virksomheder krævede en vis størrelse for at kunne klare konkurrencen. Internettet gav os mulighed for at handle hjemmefra og mobilen har givet os endnu større kontrol over hvor vi foretager vores transaktioner. Så jo mere vi har investeret i teknologien, desto mere fjern er vores relation med vores kunder blevet.

Så ideen er selvfølgelig, at efter at have bruge 30 år på at fjerne os fra kunden, at rykke tættere på igen. Ironisk nok kan det digitale spille en stor rolle her.

Det betyder at vi må lære at forstå, at online er mere end en kanal til at vise reklamer. Det handler ikke kun om at skabe awareness om sit produkt. Muligheden ligger i at aktivere sine kunder, der går fra passive forbrugere til ambassadører for dit produkt på nærmest ingen tid.