ABN AMRO Launches Social Network Flametree

Written by Igor Beuker on April 24th, 2008 |

In The Netherlands ABN AMRO has introduced Flametree, an online social network for entrepreneurs and SME’s.

Customers of ABN AMRO asked: please open up your network for us, so we can share it too. ABN AMRO listened to it’s customers and launched Flametree as a facilitating engagement platform.

Flametree e.g. offers solutions to share knowledge and information and will launch several new services coming year. Flametree is free, and also ‘open’ to non ABN AMRO entrepreneurs. That also might be a great acquisition opportunity to ABN AMRO. I think it’s great that ABN AMRO has listened to it’s customers and is willing to facilitate and help them.

In my opinion more brands should take the next steps from shouting to listening. Loudly shouting brands scare people away. But brands that listen will create loyal customers and mutual beneficial relationships.

So, CMO’s and Brand Managers, here’s another wake-up call for you: think about how your brand could facilitate peer-interactions, facilitate learnings, gain knowledge, get loyal customers and generate new business through launching an online brand engagement theater.

And please CMO’s understand me well: I really buy that you can’t stop shouting. I know your stakeholders will not accept that dramatic change in DNA. But start practicing with whispering and listening today.

Whisper and listen. See what your brand will gain. Don’t be afraid: because I’m not telling you to stop running your TV commercials! I know TV works great. I know shouting is what we have learned. Keep shouting, that’s okay. But start listening also!

And if you don’t believe me, look at how Google has disrupted marketing. Next steps are inevitable. Look around you; your competitors are also taking the next steps. Social media will disrupt the marketing value chain even further than Google did.

My message is: try, innovate and learn. Gain new client insights from your online brand engagement theater and peer-interactions. Improve your marketing and products.

Shake-up your marketing value-chain. Revitalize your brand in this digitale era. Why wait? Start doing it today. Or tomorrow. Open-up: it will bring you many extra benefits.

And if you are not ready yet to start your brand engagement theater or your own social network, start tapping into social networks. Don’t do that by running a shouting banner campaign, but invite your target group to participate!

Social media and social networks are the space to start conversations and peer-interactions, to invite social influentials around your brand. These people will help you improve your brands and products for free. Only thing you need is a shift of mind.