According to Kevin Bishop, Vice President of IBM, authenticity and advocacy are the two most relevant marketing fundamentals in these days of social media and both are growing in importance. Kevin spoke at the annual Dinner and Lecture held by Cambridge Marketing College on 14 July 2011.
- Kevin Bishop, IBM Vice President
Kevin quotes ‘Character is like a tree and reputation like its shadow. The shadow is what we think of it; the tree is the real thing’. Social media means that corporate character is now more easily revealed as increased use of social media sites has empowered consumers to be better informed and more knowledgeable about their choices. When corporate character is found to be inconsistent with perceived reputation, consumers can now spread the word, good or bad, via these sites. Hence the rising importance of authenticity, where behaviour is in line with communicated promises and corporate values. Authenticity will help towards achieving advocacy which is the highest level of customer loyalty where the customer or stakeholder advocates, promotes and sells for you.
All these highlight the need to build from within, ensuring that corporate character lines up with desired image and reputation. Corporate behaviour is a huge aspect of this and can be influenced through internal marketing.
Customer relationship marketing is also necessary to bring about transition from customer to advocate.
Internal Marketing and Social Media Customer Relationship Marketing
Internal marketing is necessary to improve employee participation and performance. It is vital so that all internal stakeholders are equipped to support corporate strategy through behaviour, bringing about authenticity.
Social CRM can enhance rich exchanges with stakeholders and customers in a strategy of engagement and collaboration which not only enables understanding but also encourages involvement and commitment, thereby turning customers into advocates.
Corporate credibility through Social CRM and Creative Communications 
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