Surely by now you have all heard or read about the move from web 2.0 to 3.0, basically preparing to involve and respond to your customers on-line like you never have before. Really you haven't, amazing just amazing. Relax neither have most business leaders.
Well for most of us then the attached article from Donna Hoffman who is a professor of marketing at the University of California, Riverside, and the codirector of the UCR Sloan Center for Internet Retailing, will be a great conversation starter as McKinsey calls it.
http://www.mckinseyquarterly.com/Managing_beyond_Web_20_2389
In short LEAD (listen, experiment, apply, develop) developed by the Sloan Center is a simple model that will help companies thrive in the ever changing online world. I am no Internet wizard but I am smart enough to know that you have to be engaging with your customers on-line beyond just pushing stuff out to them. I have been saying for a very long time its a dialogue not a monologue with customers that will be build the brands of tomorrow and one key tool in the marketers tool box is web 2.0-3.0.
LEAD reminds us that beyond starting the dialogue you need to experiment with it and continue to stay engaged with your customers as they themselves experiment with the wild and wonderful world of the web.
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