Why #H2H Broke Twitter

A year ago Bryan Kramer coined the term “There is no more B2B or B2C. It’s H2H: Human to Human” and accompanied it with the now infamous #H2H hashtag. It was truly amazing to see how this very simple concept caught on like wildfire. In fact H2H was just named as the business term most likely to “catch on” in 2015 so move over “disruption”!

The revolutionary nature of this term is in its simplicity and relatability. It’s so easy to get caught up in Corporate-Speak where everyone becomes a labeled statistic or grouped into acronyms. Before long your strategy can begin to look like a nighmarish algebra problem.

ROI of B2C= X per month where C= GenZ and B=Electronics Products. Solve for X

But deep down I believe we’ve all had a sense of unease- we know that customers are far more complex if for no other reason than we know that we are more complex. Our interactions can’t be captured by a labeled statistic. The advent of social media opened the door to a brand new world of connectivity. A ginormous brand can strategically use CRM to make an individual (non-VIP) consumer feel valued as an individual. There’s a reason that there’s no ROI from a tweet. You can’t put an ROI on a burgeoning relationship. And THAT’S what #H2H got at. That oh-so-simple slide put into words what we’ve all been feeling and that’s why #H2H trended worldwide. 

H2H is more than just another acronym or catch-phrase. It’s a challenge that’s caught the imagination of people around the world. And I’m proud to be a part of it.

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