Slides: Invest in Scalable Social Business Programs (Keynote)

How should companies prioritize their social business efforts?

That’s the very question we’ve been asked to tackle at today’s conference at Bazaarvoice’s Social Commerce Summit (live stream) here in Austin, Texas.  This room of 600 web strategists and social strategists (on brand side) are making key decisions for how companies will interact with their customers.  My goal? To help these strategists at the world’s largest brands how companies must prioritize their social business efforts for the coming years.

We know through research that many companies are struggling to scale, the “1:1 customer conversations” do not scale, and the looming requests from business stakeholders only make the social business program more daunting as interest grows.

We recommend that companies quickly invest in these five scalable social business programs:

  1. Get into Hub and Spoke and develop a Center of Excellence.
  2. Leverage community for first tier marketing and support.
  3. Integrate both in the customer lifecycle as well as your corporate website.
  4. Launch a formalized advocacy program.
  5. Invest in Social Media Management Systems before you lose control.

There are two Open Research (see Mark’s review on Open Research) reports you must read that back these findings, read The Career Path of the Corporate Social Strategist, and How Corporations Should Prioritize Social Business Spending.

Related Read: Review by Kim

21 Replies to “Slides: Invest in Scalable Social Business Programs (Keynote)”

  1. They problem with ‘grounded’ conversations; is Ego. Ownership is more important than the ‘idea’ Everyone is more interested in ‘who’ gets credit, NOT ‘how’ to get the work done. Arguing for position, instead. Wrong kind of commitment.

  2. They problem with ‘grounded’ conversations; is Ego. Ownership is more important than the ‘idea’ Everyone is more interested in ‘who’ gets credit, NOT ‘how’ to get the work done. Arguing for position, instead. Wrong kind of commitment.

  3. Very solid and direct advice.

    Particularly strong point from slide #16…

    The Situation
    Customers become accustomed to “yelling in public”

    The Problem
    With limited resources, companies can’t scale 1:1 dialog

    The Even Bigger Problem
    Google has recently started scraping your customer’s yelling and ranking you for key searches based on it

  4. Hi Jeremiah,

    The strongest resistance I experience with clients paradoxically (or maybe not) is from the Sales and Marketing teams. Why? I think that those who grew up with ‘traditional’ marketing concepts feel undermined by SM and look for ways to dismiss it.

    It’s like trying to stop a tsunami but, y’know, they’re not going to give up so easy 🙂

    Regards,

    Ivan

  5. The problem with the last point, Social Media management systems, is that they are still so immature products. I know you in the states like to equal social media with twitter, but depending on which business you’re in, forums and blogs still rule.

    Managing your social inbox is still a manual job. I’d say Spredfast is closest to a complete solution, add to that a monitoring tool and you’re pretty far ahead of the game.

    Next we need to be able to identify social media user names with actual customers, and again this has to go beyond twitter.

    How do you look at social network’s privacy issues, aren’t these the biggest threat to real Social CRM?

  6. The problem with the last point, Social Media management systems, is that they are still so immature products. I know you in the states like to equal social media with twitter, but depending on which business you’re in, forums and blogs still rule.

    Managing your social inbox is still a manual job. I’d say Spredfast is closest to a complete solution, add to that a monitoring tool and you’re pretty far ahead of the game.

    Next we need to be able to identify social media user names with actual customers, and again this has to go beyond twitter.

    How do you look at social network’s privacy issues, aren’t these the biggest threat to real Social CRM?

  7. Great advice, as always. Thank you. My experience from the agency side is that CMOs will either adopt aggressively, or continue to think about social media as a channel to be delegated down to someone junior. I was with a Senior Media Executive from one of the largest advertisers and she said that “quite frankly, our entire organization, processes, metrics, agencies, and training, let alone the overall inertia, are still centered around the 3 TV Network channel — so the digital space is hard and overwhelming. That means that we focus on Google and Facebook only, even though we know it’s wrong.” Your methodology provides a great roadmap and a clear starting point — however, my guess is that true organizational change needs to be led from the C-Suite on down.

  8. Great advice. Definitely a good “start”. A lot of of times people jump for the “buzz” and start diving into the deep end of the pool without thinking by trying to do Facebook/Twitter campaigns.

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