Back Seat Marketers

Marketing leader P&G appears to be unfolding a plan to make over its organization a la Business 2.0. The first step appears to be leveraging internal communication tools, e.g. blogs, with a more expansive second step including use of social media tools to reach outward.

For any company interested in expanding its reach and depth with consumers, delving into interactive ways to foster brand engagement has value. How the execution of that plan will unfold will be worth watching. While products can be meticulously market tested for launch, can the same methods be made for the social arena?

Dell’s move with IdeaStorm will go down as a very progressive, cutting edge way to involve customers in a collaborative and interactive way which makes sense for a computer company. P&G’s issue will be transference of everyday use to online interaction.

P&G’s ability to consistently and successfully launch break through products shows their NPD strength. Can they translate that ability into the amorphous social media space? Using education, showcasing and interaction that is less brand dependent, they have a chance to be sure, whether they can see past providing a branded experience created to push a call to action is P&G, and most company’s, main marketing challenge.

Innovation through Social Media at P&G via The Buzz Bin