Agri-marketers explore new ways to engage customers and colleagues.

Barry Libert, founder and CEO of one of Mzinga’s predecessor companies, Shared Insights, discussed social networking and other Web 2.0 technologies with NAMA conference attendees. Libert stressed the growing importance of interacting with customers, clients and colleagues on their terms, and making them an integral part of a company’s decision making process.

Using examples that varied from American Idol online fan clubs to communities created by Dell and GE Healthcare, he explained how drawing upon the creativity and ideas of individuals outside the walls of your organization can lead to innovation and increased profitability. Libert urged listeners to radically redefine the concept of “company” to include anyone interested in sharing ideas and contributing to an organization’s progress.

Throughout his discussion, he emphasized how simple it is to take organizations from “me” to “we.” He said everyone has a basic psychological need to share opinions and feel they’re valued.

“It’s profoundly human to be heard and give back,” Libert stated. He believes the principle of thinking and behaving with “we” in mind can be used to improve both personal and professional relationships, while making companies stronger in the process.

Much of Libert’s discussion was drawn from the book he helped co-author with 4,000 other people using wiki-based contributions, We Are Smarter Than Me: How to Unleash the Power of Crowds in Your Business.

Special thanks to John Deere & Syngenta for sponsoring the Second General Session!