5 Reasons why those that “THINK BIG & act small” make the best partners

According to Gartner Research, “Gartner Says Capitalism Going Social Will Require Organizations to Build Two-Way Relationships with the “99 Percent”

The impact of social capitalism is not only driving inward exploration but outward. Yes, it’s always good for businesses large and small to create a corporate culture that is more open, collaborative, and enabling.  But, at the same time, companies must apply the best practices of a socially capitalistic workplace into a socially capitalistic community of partners and customers.

The days of keeping everything inside your own 4 walls and creating something of real value for the masses is easier said then done. You need partners, and the time has never been more right to form close partnerships within your industry.

So, who to focus on? One would immediately THINK BIG, but, innovation is not necessarily led by the largest companies. In a recent study on the Harvard Business Review’s blog network, researcher Maxwell Wessel offers a framework for how big companies should go about innovating (via @Fortune), but seldom do.  The reason I have been focused on those companies that may THINK BIG, but act small… Companies that act small have 5 key attributes that I find attractive in partnering:

1. Agile – always changing/adapting their business models to grow.
2. Opportunistic – always looking for opportunities to build their brand.
3. Quick – always wanting and needing to move fast.
4. Hungry – always having that entrepreneurial spirit.
5. Loyal – always open to contributing to joint success.

But always remember, it’s not one-sided.  It’s not an “if you build it they will come” mentality   Companies that THINK BIG but act small usually lack 1 critical resource, okay 2 critical resources: time and patience.  The program you put together must have  a compelling value for them to spend their limited time engaging, and the rewards of said engagement had better come quick.


Data driven marketing…think like a startup

Some may say we already are. Others say being overwhelmed only applies to businesses that are trying to become data driven.  Which raises the question, is it more difficult for old-school institutions / organizations to become data driven than those companies that are born out of a data driven model?

I would argue yes – of course.  Think of startups today. So many of them are leveraging public data sets in the cloud to develop their business plans, identify market needs, focus in on target markets, develop their solution, and execute their strategy.  That is one thing that cloud has enabled…the ability for the entrepreneur to leverage low cost compute and storage resources, open source software, and big data analytics to jump start businesses with innovation that would take their larger more established, dare I say slow-moving, competitors exponentially longer to launch.

Not only is the ability to leverage the cloud and big data evident to incubate ideas, it’s quickly becoming the mechanism to market and sell said solution.  I did a post for Seagate Storage Effect blog on this very subject titled: 10 best practices for a cloud based business model.

Number 9 Assemble, Don’t Build uses loyalty programs as an example. “Imagine coordinating CRM customer contacts with social media analytics and sentiment with big data Hadoop data analytics software.  Now, take that data and import it into visual analytics software to create charts and graphs on real-time trends. Combine that with a predictive analysis app to look for patterns by geographic area, and take that and integrate it with automated marketing to launch a highly targeted end user email, social media, online, or mobile campaign.”

Startups are doing this everyday. Being born in the era of cloud and big data has enabled them to do what 94% of executives at large companies are unsatisfied with – their innovation process.  The great thing about this is that it doesn’t stop at innovation.  Effectively, and efficiently creating, executing, and measuring a marketing strategy born in data, well, that’s what we all strive for as marketers, don’t we?

image by: http://www.trackresults.com/

When blogging, go beyond just clicking “Publish”

In my last post, I wrote about search and the importance of priority, plan, and purpose to how we use the social platforms available to us. That thinking too me back to step one in this effort to better understand content marketing – the content itself.

I will be the first to admit that I am as guilty as the next in worrying more about blog post frequency and substance than the nuts and bolts of optimizationsyndication, and communication.

Thanks to Brody of DivvyIQ for sharing this extremely helpful infographic that break down exactly what one should do beyond creating content.

Key Takeaways:

  • Don’t rush to publish – take the time to optimize for search.
  • Tweak and “tweet” more often because one size does not fit all when it comes to status updates.
  • Get outside and play –  Break away from the walls of WordPress or Blogger and ask for feedback, comments, retweets, and always return the favor.