…2. People do business with people, not companies
One of the notions behind becoming a social business is that your employees should be front and center in your digital activities. “Since IBM no longer sells consumer products, the brand experience for IBM is an experience with an IBMer,” an experience that is increasingly happening online, McCarty said. To support this idea, IBM recently started adding IBM “experts” to various web pages—an action that in A/B testing dramatically improved page performance and revealed increased confidence and trust in IBM in focus groups….
Sara Lobkovich Newsletter
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