Yesterday evening, a client from HSBC and myself attended a webinar hosted by Mzinga featuring Josh Bernoff of our regularly featured Groundswell fame.
HSBC is imminently due to launch a community network in the UK (developed in partnership with MindShare on the LiveWorld platform) - as soon as it's live we'll post the link up here and you'll also be able to access it from the main HSBC Business website. This is a really progressive step for a financial brand, they are not only willing to listen to their customers but allow their customers a voice and the possibility of networking with other likeminded business entrepreneurs.
It's not brave, it's savvy. Why we think it will be a success? Because they have a very clear proposition:
"HSBC empowers its start-up customers to succeed by enabling them to network and form relationships with each other, HSBC's business specialists and HSBC overall."
Bernoff reminded us how brands can rush into riding the wave of social media, thinking they need video seeding, forums, blogs, UGC etc. without truly considering how it will benefit the consumer and the brand. Lesson 1. Have an objective in mind.
Webponce posted this hilarious (if rather cynical) clip from Jeremy Paxman on BBC's Newsnight that perfectly sums up just how some brands are just doing it because they can - but really they shouldn't!
To view a similar webinar given by Josh Bernoff on CNET visit (it's an hour long but worth it): http://www.optaros.com/video/groundswell-cnet-video
Gotta love that Paxman
What do you expect, it's April!
Posted by: Alex Ajao | April 18, 2008 at 02:00 PM
The HSBC Business Network is now live at http://www.network.hsbc.co.uk - this can also be accessed from the main UK business website at this direct URL:
http://www.hsbc.co.uk/1/2/business/info;jsessionid=0000Hx873VBRV-u9AKOZsidJhWe:12ntf1n0a
I will write up more about the project shortly.
Posted by: Kirsty Stephenson | April 30, 2008 at 11:23 AM