Community Divas address new media challenges for the office products market

October 9, 2008 at 7:09 pm 4 comments

In episode 2 of the recently launched podcast Community Divas, hosted by Connie Crosbie and Eden Spodek, Jay Moonah (of Media Driving fame) discussed with them the benefits of finding where most of your audience reside to ensure you accurately target and engage with this community.

Whilst I am in total agreement with Jay’s comment, I was interested in their thoughts on engaging with less developed ‘groups’. For example, in the B2B office products market the online business community is less developed and I would be quite fair in saying that the use of social media channels is embryonic at best. Many of the buyers (whether in procurement or in the reseller or Dealer community) are not yet engaged.

In episode 4 Connie and Eden addressed my question and to hear their suggestions, log on to Community Divas or subscribe to the show at iTunes. In episode 4 you’ll also catch a great interview with Daniele Rossi who talks about his podcasts, and in particular how he’s building a niche community for his ‘Stuttering is Cool’ podcast.

I believe we need to be testing, engaging and learning about digital media and how it can be used to support the business strategy. If we keep plugging the traditional media in isolation we will be left talking at people rather than conversing with customers via media that enables customers and suppliers to really engage and join the conversation.


Entry filed under: Communities, Marketing, New Media, Office Products Market. Tags: , , , , , , .

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4 Comments Add your own

  • 1. Connie Crosby  |  October 9, 2008 at 10:31 pm

    Thanks so much for the write-up, Jane, and of course your thought-provoking question. I’m curious to know if our discussion helped you. Did it give you anything you didn’t already know? I am always on the look-out for ways to do what you want to do also.


  • 2. janerowe  |  October 9, 2008 at 11:17 pm

    Hi Connie. In feedback, the reading of Groundswell is now well underway! I agree with Twitter being too far advanced as a tool at present and I believe people will not yet comprehend the value it can add. I will certainly look at the ‘rating’ option as I move to a new business with an e-commerce function in 3 weeks time…still very much in the stationery and office products market but totally B2B.
    In terms of Facebook, I think a large degree of education would be required there as businesses will percieve it as being a ‘personal social’ environment as opposed to one for business communities to converge. I am going to dig out some information on this, however!
    Thanks again and all the best with the podcast.

  • 3. Eden Spodek  |  October 12, 2008 at 3:17 pm

    Hi Jane,

    Thanks so much for your write-up, question and insights. I agree, moving forward we really need to be trying to engage people as much as possible and talking at them less and less. Personally, although it can challenging at times, having the opportunity to test drive different forms of engagement and learning the best ways to support a business strategy is exciting.

    I’d be very interested in learning more about what what you’re trying and the results. Perhaps you can join us for a future episode.


  • 4. janerowe  |  October 12, 2008 at 5:35 pm

    Love to! Moving jobs at present. Finish with Hamelin on Friday and start a new role at Spicers – Office Products Wholesaler on 3rd November. Let me settle in and let’s catch up.


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