Posts Tagged ‘Social Media’

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?”
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Building an Effective Online Corporate Community

January 20th, 2011

What is the right balance between peer-to-peer engagement and corporate control in managing an online community? Are communities supposed to be democratic and open forums of communications? Will you lose participants if you try to apply structured governance of your community? Is there a formula for balancing the rights of the participant and the community owner?

Having run several communities over the last few years and then obviously providing consulting on developing communities; my 2 cents worth is that there is a standard “community” template and hard, fast rules about how to run communities.

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Social Media is Raising the Bar on Enterprise Relationships

January 4th, 2011

I admit it. I have used the phrase “Relationship with the Brand” at one point in my career. I am now officially classified as a recovering “brand” guy.

 But, then again I have also used Customer Relationship Management to describe a customer relationship with the same seriousness. I have also come to the revelation that CRM really stands for customer record management.  I am also now officially classified as a recovering “CRM” guy too.

 If I keep this up, I won’t have many corporate friends left.

 In all seriousness, the state of the technology is improving and we are seeing the impact of social media on the corporate view of “customer relationships”. If you ask almost any senior executive about the importance of customer relationships, or any enterprise relationships, you will get an absolute affirmative. All of them would agree that relationships make the difference in business, but they would be challenged to express how relationships have a direct tangible benefit.

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The Art of Social Selling

November 23rd, 2010

You wouldn’t walk up to a complete stranger and start a conversation with “You want to buy something from me?”

What doesn’t work in the real world won’t work in the virtual world. But, why then, when you talk about selling and social media, you see people backing away with this rabid fear that they will be labeled as a “Spammer.”

Because in reality, social selling is a fine line between evangelizing through thought leadership and SPAM. It isn’t easy to figure out when a particular potential buyer is ready to transition into shopping or they are just browsing. Just ask retail clerks, it is a fine line between being annoyed by the omnipresent “can I help you?” when you are just looking versus the I can’t find a someone to help me when I really need them.

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Three Stages of Social Maturity

November 16th, 2010

We have had a series of meetings that highlight the need for those of us in the industry to provide context as to where companies are in the social maturity curve. For companies that are on the cutting edge, this is an easy conversation as they are comfortable with ambiguity and the speed of change.  For others, the experience is different.  Through our conversations,  we’ve  identified the Three Stages of Social Maturity:

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