As part of our continuing research and small business training programme, I’ve been needing to put together a description for a workshop we’ll be running for small manufacturing companies who are embroiled in supply chains. The title for the flier has ended up as “Succeeding in the networked Economy” which is the title of a 24 page workbook I wrote for the DTI in 2002. On reading through it its astonishing how much of what we wrote then is still relevant despite the arrival of web 2.0 and the twitterati.
We live at an interesting period –there is a cold wind blowing through conventional business structures. At the same time, the cost of taking part in the global economy by communicating a clear message and collaborating informally have gone to very little – and in some cases zero.
The truth is that many businesses don’t really know how this new world is going to work and are worried about how to cope with it.
Research shows that the things that make a real difference to a business are
· Clarity about what you do and who you do it for
· Understanding how networks operate and identifying and getting close to key influencers
· Having a strong on line presence that tangibly demonstrates your expertise.
· Keeping your story updated in real time
For most businesses the internet does not mean selling products using credit cards. It’s about demonstrating how good you are at what you do and fluency with tools like downloadable white papers, communities of discussion and public and private fora where your company can discuss industry or business issues with their peers are increasingly important.
You need to be able to keep up the momentum of your marketing activity to keep your place in the pack – this means a clever combination of online and offline marketing activity.
So watch this space for when details of the workshop are finalised. If you want me to send you details when we’re ready put a comment on the blog. If in the meantime you want to download the original paper you can get it here. Succeeding in the Networked Economy