A billion people use Facebook's news feed function, so we are used to seeing a constant stream of updated information on an ongoing basis. But will executives want to see and interact with corporate data the same way?
Marc Benioff, CEO of Salesforce.com, is betting they will, as he just made an announcement at an event in Boston that users of the Salesforce.com platform will be accessing it through the lens of the technology leader’s Chatter portal, an instant message-style dashboard view of corporate data like CRM and employee updates.Check out the details of the Salesforce.com announcement via the video link below. Tech Crunch evaluates the newshere.
This move highlights an interesting idea that goes to the heart of how people are consuming information today. It seems like many brands - both B2B and B2C - are increasingly talking to their audiences through short, chronologically arranged summaries. Mobile apps, Twitter and of course email notifications fit this model.
Does this leave an opportunity for some brands to differentiate by engaging through longer format, more narrative storytelling? Patagonia’s famous catalog essays and curated photo collections come to mind. One can see brands constantly striving to use both formats, mixing them to communicate both efficiently and deeply with customers.
Experiential marketers especially need to think through their content approach, as pre-event, onsite and post-event communications need to follow the right format and cadence to drive both rational and emotional triggers. Better customer-centric conversations happen with that right balance between efficiency and depth.