'Trying to be more efficient' is the typical goal of industrial innovation we are used to know. Companies often are not ready to leave this 'comfort zone', their old way of interacting with clients and partners, behind. Most companies are not used to focus on 'creativity' instead of 'control'.
However, this is where we can and have to make the difference in order to retain our Innovation lead. ROI in the 21st century comes from new bright ideas, intellectual property. It has been proved that companies focusing on (present-day) employee skills and passion instead of merely their past working experiences and help to stimulate the latter in an 'open' way, perform much better than efficiency oriented corporations. This model has often been referred to as the 'Google'-model or as the Tolle model for Corporate Innovation (Eckhart Tolle - The Power of Now).
Not every company can become a 'Google' overnight, it needs radical changes in culture and communication using the Power of Now.
Social media as a Tool for Corporate Dynamics
Social media is much hyped these days, yet in 93% of all cases the ROI of social media activities by an average corporate brand isn't there in terms of ROI for either Sales, Brand-impact, Cost-reduction or Customer Satisfaction. On this page I have elaborated on this further.
However social media has an additional value which is overlooked most of the time. In itself it can be a Tool for change towards a corporate culture in which 'openness', 'transparency', 'customer centric-orientation' and 'self-development' are more dominant. Also, by reaching out to customers in an open and transparent way in social media companies can get more valuable data and use this to their benefit (Social CRM). For this to happen and to be applied successfully, companies need to be sure what their legislative limits are in order to preserve their brand's reputation. Any failure in meeting legal requirements can result in negative fallout and publicity.
Yet, the rewards can be far greater. It is a sure model to the future in which every company is looking to best position themselves. It is a question of applying the right technology, on the right open platform, using the right cloud services policy framework and above all, the best online communication strategy towards specifically targeted (client)groups.