Last year, I compiled a series of quotes to highlight aspects of business that need more focus, even in the face of great change. They still ring true a year later. However, I believe the conversation is greater than just change — it needs to shift to having a purpose and creating meaning.
My own year can be summed up in a succinct thought: the biggest opportunity for social is to convert a buyer (one time) into a customer (repeat business), and move an employee/recruit from resource to a collaborator and co-creator of meaning and purpose with customers.
Taking just one slice of the conversation, content, you can see that clearly you are producing to shift from a lower gear, that of consideration and purchase, to a higher one, that of service and product experience that develop into repeat consideration. Essentially organizing a journey from buyer to customer.
More clearly, as my friend Peter Tunjic said, a failure to understand that the business is really about turning buyers into customers. When thinking about commercial, it's about the second sale. And yes, there is money in that. And there is money in referrals from social customers.
We'll get into this conversation when you're back from Christmas and New Year's celebrations.
What about yours? Is there a quote or two that summarizes your year or that has given you food for thought for the coming year?