The business opportunity is huge...
"Stop competing on choice, start competing on experience"
The web naturally offers the choice, what social media allows is the chance to offer a better experience.
So being active on the web with a strong website is only the first part of a social marketing approach. Active doesn't mean being social, it doesn't mean being consumer focused.
Customer experience is about how I feel before, during and after the transation...as I say on the podcast...it is not what you say, it is not what you do...it is how you made me feel.
Even this week trying to set up a second business bank account with Lloyds has sent me mad...and it is symptomatic of many of my experiences.
Yes, I can do more online...but it doesn't save time, it actually increases the time before the account goes live? How can that be?
If I ring I have to go through 3 different people asking the same type of security questions only to find that the number you ring from the website is wrong...and then having to go through it all again.
The key business ideas should be based on simplifying the process for the customer, owning the problem, making it easy to communicate with the brand. No matter what you tweet, or like, or blog....I will still judge you on whether you value me as a customer.
Social marketing at it's core is do I value you as a human being...social media is not there as a plaster...no....social media is there as a mirror and as a way of expressing how you value my custom.