I met with Francois Gossieaux, co-founder and President of Human 1.0, to discuss elements of his book The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media. Human 1.0 is a customer strategy firm that helps companies innovate business programs, practices and organizational culture to realize the benefits of social media and Web 2.0. Francois and I discussed the challenges of contemporary marketing organizations and the challenges faced by Chief Marketer Officers as they transition from CMO 1.0 to CMO 2.0. We discussed the difficult tasks of these executives and their need to get out of their silos, suggesting, perhaps, that they spend more time with customer service.
We also attacked the perceived perch of social media. We acknowledged the importance of social media, but analyzed our disbelief that many “experts” in the area actually lack basic social skills. The key to success is understanding the cultural aspects, which is the foundation of both community and social media.