Differentiation

Identify two companies in the same industry that utilize social media.  Compare and contrast their SM efforts.  How does each organization use social media to differentiate the brand as well as advancing differing strategic goals?

Similarities

Dale Carnegie and Econsultancy are two consulting and training companies that utilize social media to build an audience and promote their services.

Dale Carnegie’s training “teaches professionals to sharpen skills and improve performance” in professional settings.

Similarly, Econsultancy’s training courses, events and publications are focused on sharing “advice and insight” for performance improvements to digital professionals.

The about FB page on Dale Carnegie’s Austin office describes its services as, “designing programs that offer people real knowledge, skills and practices they need to add value to the business.”  Similarly, Econsultancy describes under general information, “with more than 200,000+ subscribers worldwide, Econsultancy is an intelligent resource for digital marketers dedicated to helping you do everything better on line.”

Econsultancy does custom training of digital and e-learning services, “on all aspects of digital marketing and ecommerce.”  The company’s users are internet industry professional, wanting to ace the marketing exams, or just starting out to learn digital excellence.

Differences  

Digital and ecommerce are fairly new media.  On the other hand, Dale Carnegie, the brand grew out of Dale Carnegie, public speaker, personality development, and author of, “How to Win Friends and Influence People” (1939).

However, differing in products as Dale Carnegie is focused on offering solutions to individuals, teams and organization in the area of employee engagement, leadership, presentation, effectiveness, sales, customer service, talent management and communication.

Carnegie not only wrote books such as, “Public Speaking & Influencing men in Business,” he also showed people how to become successful in business.  The Foundations of Dale Carnegie are as a result of Carnegie’s works that influenced standards.

Dale Carnegie Austin office FB page attributes Dale Carnegie’s success to Carnegie’s knowledge coupled with practical experiences informing and improving on the brand:

Dale Carnegie’s original body of knowledge has been constantly updated, expanded and refined through nearly a century’s worth of real time business experience.  The 160 Carnegie Managing Directors around the world use their training and consulting services with companies of all sizes in all business segments to increase knowledge and performance.  The result of this collective global experience is an expanding reservoir of business acumen that our clients rely on to drive business results.

The two companies are similar in that they provide professional training to those wanting to use their services. However, structurally they are very different.  In addition to charging for their courses, Econsultancy also offers paid subscriptions ranging in the upper $700 to access in depth digital data research.

On the other hand, Dale Carnegie professional service is a franchise establishment with offices in different cities as well as globally—from Africa and the Middle East, Central and South America, and United States.

Econsultancy’s operates from three locations: New York, Singapore, and London, and like Dale Carnegie has fans in the millions through their global reach on-line or in offices, headquarter in Hauppauge, New York, training representatives in all 50 U. S. states and over 80 countries, in over 25 languages.

Econsultancy uses FB to promote its articles and research, but the two differ in that Econsultancy’s content is nearly almost marketing focused: SEO, digital marketing, marketing salary, web design and automated campaign.

Very unlike other marketing firms offering digital marketing service or other social media related products.  B2B marketers such as VerticalResponse, “a self service marketing solutions for small businesses and non-profit organization” also promotes content unrelated to social media. For example it might post articles in the news and ask its audience to chime in on the discussion.

Dale Carnegie distinguishes itself from Econsultancy training further in that it offers free guides to all their articles and strategies for everyone to download and read, while Econsultancy blog posts are focused solely on Facebook.

In addition to Dale Carnegie’s worldwide franchises, it has several FB pages dedicated to different services and geographic reach—training for organizational goals and a page dedicated to 365 Days of Living the Dale Carnegie Principles.   It also has a training and leadership FB page focused on a globally engaging partners and fans.

https://www.facebook.com/dalecarnegieaustin/info

https://www.facebook.com/Dale.Carnegie.Training.Leadership

https://www.facebook.com/Econsultancy/info

http://www.westegg.com/unmaintained/carnegie/the-man.html Who was Dale Carnegie?

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s