Just around the Riverbend
Filed under: customers, Facebook, gadgets and gizmos, innovation, lifestyle, Next G™, smart phone, social media, thinking, trends, Twitter
Change, Philosophy, and the Manly, Manly Scent of Social Media
It was the ‘weeping philosopher’ Heraclitus that first uttered the concept that “Ever-newer waters flow on those who step into the same rivers.” most of us are more familiar with Issac Newton’s “The only constant is change.”
I like change. According to the two blokes mentioned above, it’d be kind of silly not to – it’s happening everywhere, all the time. The real test of value then, becomes the nature of that change, its direction, and its impact. Telstra has seen more than a few changes in recent times. Of the positive changes I’ve seen since working for the company, one of the most personally appealing would be this site, our other social media efforts, and the ideology driving this new view on communication.
It seems that there may be some resistance amongst the social media ‘elite’ to the idea that companies are capable of ‘doing it right’ when it comes to social media space, as though it is hallowed ground upon which corporate feet dare not tread, on pain of ridicule, mockery and biting (though admittedly, usually hilarious) cynicism. Which is understandable, really. It’s the people’s playground that companies worldwide are starting to step into, and the big kids don’t like the bigger kids moving in on their turf.
Well, that was the case. The river flows on, and there have been sparks of hope, of inspired genius even. CISCO’s ‘Most interesting Intern ever‘, as blogged about recently by our own Sam Andruszkiewicz for example. More recently (and easily more popular) The Old Spice Guy. If you didn’t catch it while it was in full swing, you missed out on something beautiful (as far as social media marketing campaigns go anyway) These have not only been welcomed by the social media community but commended – championed, even.
Of course, at Telstra, we’re leveraging our Social Media presence in a slightly more pragmatic way, delivering solutions to customers , engaging you more traditionally, in conversation: sharing our stories, and listening to yours.
There’ll be more to come. The river flows on, and the change continues. I for one, think it’s in the right direction, and judging from the feedback here, on our Twitter and Facebook channels, and the buzz within the ranks, I’m not alone.
So – what do you think? Are we doing social media ‘right’? Or do we need to get some of the folks on the frontlines to produce a rap video while wearing a towel and being handsomely buff and manly?
I think Telstra is moving forward at just the right pace. We have taken some leaps into clever marketing (Hidden Pizza Restaraunt stands out) and into the “Web 2.0″ space, whatever that is. I don’t think a rap video is in our future, but I would love to see more content on the web from Telstra. There seems to be a renewed push for openness in the way we do things and a genuine push for customer satisfaction that I have never seen before. I for one would love to see more of our staff at the coal face be able to express their opinions and provide service through the new social mediums.
Good to see I’m not alone MSG! If you really want to see some of our coalfacing crew at their social media-ing* best, you should stop over at the Telstra Facebook page – I’ve learnt more than a thing or two from some of the great responses to customer queries over there.
* Yes, I make words up. You might want to get used to that
I recently discovered at times I struggle with change. I always thought I loved it. Maybe it’s an age thing. In recognition of this sometime struggle, I can now work on how I deal with change. Sometimes a change can rob Peter to pay Paul and that drives me NUTS. When it comes to the social media of Telstra, in particular Telstra Exchange the change is fantastic. Dare I say it, it’s moving forward (EEKKS I said it) in the most positive way I have seen in the 12 years I have been employed by Telstra. I love working for the company and I strive to make it a better company to result in a win/win for all involved. Telstra Exchange (TEX) and other media such as My Telstra Experience surveys is engaging both Telstra’s employees and it customers. I see it as Telstra is coming to the people. Love it love it love it.
If Web 2.0 happens in stages, then I think ‘opening up’ is the first stage, but ‘listening’ might be the second stage. Its one thing to provide an outlet to customers to connect with you and a leap forward to put their requests in motion. Telstra has even taken that second step, with the recent addition of more data on the iPhone 4 plans, a response to customer requests on exchange.telstra.com. A third step is to provide an overview of all the requests customers make, and ongoing support for how Telstra will deal with the many and varied requests. This is the ongoing Value conversation. The Value Conversation is part of what I call Value Management, enabled by the tools of Web 2.0.
Richard Ferrers
Value Management Consultant
Innovation and Value researcher
.My upcoming book: Value Management: Innovation 2.0 – understanding customers’ changing needs
.finalising PhD: how do consumers understand the value in (3G) new technology?
Larry: I don’t think it’s an age thing. There are some changes I have problems with. Like the change from ‘warm, comfortable and in bed’ to ‘cold, zombie like and more likely to stub toes’ – the daily Winters’ morning struggle. I too am glad we’re moving forward, and not in one of those other, non forward-like directions.
Richard: I see a lot of the ‘social media in stages’ approach, and to be honest, I’m not a fan, particularly when it comes to ‘listening’. If you don’t keep your ears open throughout the conversation, then you’ve slipped right into shoutyness*. Agree on the leap forward though, my data chomping HTC Desire was very impressed with our recent increase in data allowances!
*Google tells me there’s no current definition for ‘shoutyness’, but I’m pretty confident that it’s not MY made up word. There’s other folk out there who like to brutalize the English language too you know..
Welcome aboard Collin, great to have you on board and an excellent first blog.
I personally love a bit of change, could be my five second attention span … ooh look silver thing over there.
Now what was I saying?
Oh yes, that was it – great to have you waxing lyrical with us on TEX! I enjoyed the human factor you bring to the page – people need to know this company is being run by real human beings being human.
Keep it up champ.
Dan
Hi Collin,
As anyone who loves the English language knows it’s MEANT to be brutalised…that’s the strength of the English language…it’s scrappy and conversational and it morphs and changes as swiftly as its’ circumstances – some words get lost and others created like linguistic lightning, other dialects get picked over and digested and the Anglo tongue survives and thrives where others wither and die BECAUSE of this, not in spite of it…..which is precisely the lesson companies should learn when dealing with social media….. cultivate the ability to adapt robustly to the increasing pace of change and yes, find and utilise those of us who embrace the medium…learn from the ground up because top down only works in a classic red Chevy convertible !!!
And BTW?
If we DO have any Buff boys ready to create the next Big T viral sensation…do give me a call, I’ll be happy to host auditions
Dan: Thanks – I’ll definitely try and restrain my alien/cyborg/turtle sides from emerging in future posts.
Helena: The origin of your name pretty much sums it up:
(From Greek Helene) fem. of Helenos “the bright one.”
As time passes by change happens – nothing stands still.
Individuals and Company’s alike should embrace change.
Company team members should work together and overcome the limitations as one.
The Upper Management within a Company should listen to all team members and implement New ideas so the Company can make the change work for the Company (Not like D.J. – turn a blind Eye and ignore the problems).
Very interesting post. I really enjoyed reading it.