Archive for March, 2011

Social Marketing Adoption

March 28th, 2011

Social marketing is not social media adoption. However, you cannot have an effective social marketing if your people do not use social media. 

You can’t legislate that your people all of a sudden embrace social media, just as you cannot expect them to all of a sudden love the CRM system. In reality, all new technologies follow the maturity curve; some faster than others, but at the end of the day, many will be slow to embrace.

We have seen it come up in conversations with sales organizations. Many are resistant to social media as they are uncomfortable with the change in relationships. “I don’t connect to anyone who I haven’t done work with personally.” I don’t like my relationship out on LinkedIn for everyone to see.” “Why would they connect to me?”
Continue reading “Social Marketing Adoption” »

When it is Appropriate to Outsource Your Social Business Strategy

March 8th, 2011

This could be my shortest post ever… in a word – “NEVER!”

Seriously, biggest mistake that we are seeing senior executives make is to defer to an “expert” their strategic responsibility.

Why are some executive doing this?

  1. Not Comfortable – The social technologies and the interactions don’t seem natural to an older generation of executives that is used to a more straight forward business model.
  2. Trust the Expert – The experts, whether external or internal subordinates, seem to talk a really good game. Whenever a business question comes up, there is a very technical and detailed answer that is designed to lull the listener to sleep
  3. Don’t See the Business Value – Social hasn’t hit the Top 100 things in their to-do list. Yet….
  4. Don’t Own It – social is crossing lines of traditional responsibilities. We are seeing a lot of organizations decentralizing the management and allowing the business functional groups to do their own thing. The problem is that you can’t create strategic impact by managing tactics.
  5. Moving So Fast – blink and you find that the technology is accelerating. The amount of data, noise, and speed of change is just overwhelming.

Continue reading “When it is Appropriate to Outsource Your Social Business Strategy” »