Companies Must Approach Social Programs In A Coordinated Effort
Many companies are enthralled by the opportunity to use social technologies to connect with customers, yet many lack a plan or coordinated effort. Additionally, things are going to get more difficult as they don’t realize that as consumers and employees rapidly adopt these tools the level of complexity increases across the organization. While it’s easy to get caught up on the specific new technologies that are constantly emerging, companies should focused on business trends and themes in 2010. In particular, companies must develop a business strategy based on customer understanding, put the baseline resources in place to get your company ready, deliver a holistic experience to customers –and build advocacy programs and anticipate customer need.
Open Research: You can download the slides from slideshare, and use with attribution for non-commercial reasons.
To Be Successful, Companies Should Focus On Four Key Trends
While there are many themes in 2010 for companies, II focused in on the four key themes companies must focus on:
1) Don’t fondle the hammer. Understand customers, focus on objectives, not develop strategies based on ever-changing tools. Companies really need to understand their customers first, see our recorded webinar to learn more.
2) Live the 80% rule. This is a movement: get your company ready. 80% of success is getting the right organizational model, roles, processes, stakeholders, and teams assembled –only 20% should be focused on technology.
3) Customers don’t care what department you’re in. Customers just want their problem fixed, they don’t care what department you’re in. Yet, now, nearly every department can have a direct relationship with your customers using social tools. As a result, provide customers with a holistic experience Start to investigate how brand monitoring, community tools and CRM systems are merging.
4) Real time is *not* fast enough. Companies cannot scale when it comes to social media, for most companies, you cannot hire enough people to monitor and respond to the conversation, As a result, lean on advocates, by building unpaid armies, and anticipate customer needs through advanced listening techniques.
This event was hosted last night at the Silicon Valley American Marketing Association nice redesign, and hosted by Adobe (disclosure: an Altimeter client). I was later joined by Jeannette Gibson, social media executive of global marketing at Cisco, Ed Terpening, VP of Social Media at Wells Fargo, Maria Povermo, leading Social Media in Marketing at Adobe, and Rob Fuggetta of Zuberance to have a lively panel on how they are using these technologies. The event was recorded, I’ll add a link as soon as it becomes available.
Translations
Text translations now in Japanese
Hi Jeremiah – Great post. 360-degree Knowledge about customers – particularly in complex B2B environments – technology, financial and professional services, complex manufacturing, etc. – will enable employees to understand the environment before they chat with customers in social media settings – and these 360s should include pulls from social media sites. You can see a recent webinar about these views on the Technology Services Industry Association website at http://www.thesspa.com/webcasts/index.asp.
Hi Jeremiah – Great post. 360-degree Knowledge about customers – particularly in complex B2B environments – technology, financial and professional services, complex manufacturing, etc. – will enable employees to understand the environment before they chat with customers in social media settings – and these 360s should include pulls from social media sites. You can see a recent webinar about these views on the Technology Services Industry Association website at http://www.thesspa.com/webcasts/index.asp.
I enjoyed very much your article/preseentation. CRM Tools will be very intresting to learn. I use to work with Siebel on Call Center it was a great CRM Tool.
Cheers,
I enjoyed very much your article/preseentation. CRM Tools will be very intresting to learn. I use to work with Siebel on Call Center it was a great CRM Tool.
Cheers,
Thanks for the 4 Key Trends Jeremiah. I like the #2 Focus the most, and with the 20% go find the team that has the best technology.
Thanks for the 4 Key Trends Jeremiah. I like the #2 Focus the most, and with the 20% go find the team that has the best technology.
Hi Jeremiah – Great post. 360-degree Knowledge about customers – particularly in complex B2B environments – technology, financial and professional services, complex manufacturing, etc. – will enable employees to understand the environment before they chat with customers in social media settings – and these 360s should include pulls from social media sites. You can see a recent webinar about these views on the Technology Services Industry Association website at http://www.thesspa.com/webcasts/index.asp.
I enjoyed very much your article/preseentation. CRM Tools will be very intresting to learn. I use to work with Siebel on Call Center it was a great CRM Tool.
Cheers,
Thanks for the 4 Key Trends Jeremiah. I like the #2 Focus the most, and with the 20% go find the team that has the best technology.
Nice deck. I am not too sure that I entirely agree with your 3rd point. While consumers may not care who they are talking to, it does have a tremendous impact when they are put in direct touch with the individuals that are responsible. I have seen this 1st hand when I was at eBay and put sellers in direct communication with people who were in charge of some of the selling tools. Providing that insight where others may not be able to is invaluable to consumers – from a BtoC side of things at least
Mike
ps – I am also using the graphic in slide 20 – but for a different reason
Nice deck. I am not too sure that I entirely agree with your 3rd point. While consumers may not care who they are talking to, it does have a tremendous impact when they are put in direct touch with the individuals that are responsible. I have seen this 1st hand when I was at eBay and put sellers in direct communication with people who were in charge of some of the selling tools. Providing that insight where others may not be able to is invaluable to consumers – from a BtoC side of things at least
Mike
ps – I am also using the graphic in slide 20 – but for a different reason
1. A way that most students receive student aid is by applying to the Free Application for Federal Student Aid, most commonly known as FAFSA. FAFSA is a governmental resource that helps those that qualify with the financial aid that they need in order to attend college. This is typically done through grants and loans. A student may receive either a grant or loan to cover their expenses, or any combination of the two.
1. A way that most students receive student aid is by applying to the Free Application for Federal Student Aid, most commonly known as FAFSA. FAFSA is a governmental resource that helps those that qualify with the financial aid that they need in order to attend college. This is typically done through grants and loans. A student may receive either a grant or loan to cover their expenses, or any combination of the two.
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Great article
Great post. Social media is still relatively new, I think the best thing for new businesses or those looking to adopt social media properties is to look at others who have already successfully established themselves in the medium. I have seen a few new companies are springing up with the aid of Small Business Loans and a flourishing due to their commitment and research efforts spent on social media.
Social media effects are so great especially on small businesses and the best way of doing it is by looking at social media properties that others have already successfully built for themselves in the medium.
Sometimes, the employees of a company know so much, they tend to speak gibberish, using technical terms that normal people are not accustomed to. They expect everyone to get what they're saying, because they do. The same thing happens when the firm decides to stick its name into a social platform. They sometimes have the tendency to forget about the costumers and focus on the incomes.
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Ryder Chadwick – Voip Phone Systems
The blog was absolutely fantastic! Lots of great information and inspiration, both of which we all need!b Keep ’em coming… you all do such a great job at such Concepts… can’t tell you how much I, for one appreciate all you do!
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Weaving their own to manage and lead a campaign to mobilize the Obama White House, Plouffe shares the stories of the campaign and current strategic issues in the administration ..