Most consulting firms develop proprietary methodologies that they use to bring added value to their clients. Some of these methodologies have become mainstream business techniques (Balanced Scorecard, Net Promoter Score, Lean Thinking and Business Process Engineering).
How has the web changed the way thought leadership is created in the consulting arena? It's an intriguing question; so much so that I agreed to blog about a research project currently being undertaken by Bloom Group and BlissPR.
These firms are working to ID how consulting firms are using the web for thought leadership – both for R&D purposes and PR/promotion. Their hypothesis is that the old rules are being rewired.
To test the hypothesis, they’ve developed an online survey for Marketing Directors and Practice Leaders at US consulting firms. (Apologies, global consultancies! Let me know if you'd like this survey to be made global, and I'll pass along your thoughts...).
The confidential survey will address:
- How many consulting firms are using social media – and exactly what type of social media they are using (blogs, microsites, gated communities, social networking sites, Twitter, etc.)?
- Are firms using one-way or two-way channels to build awareness and leads? Private or public communities?
- When it comes to building business leads, is social media less effective or more effective than traditional online and offline marketing programs?
- How are the best consulting firms using social media and other online technologies in their marketing programs?
- How are consulting firms using social media to improve the way they conduct thought leadership R&D? Is this helping them to create better ideas?
Deadline is March 18, 2010.