A Social Media Strategy Story – 3 years in the making


It all started with a surprise project in 2008 – I wrote about it on my personal blog and on some public blogs like Customer Think and Social Media Today. And as promised I continue writing about it.

Here is the whole story from the very beginning:

2008 – One morning…

… a small group of sales and service people from Company-Red realized that they could go to Facebook, LinkedIn, Yahoo Groups and YouTube and get a list of all the people who were discussing the good, the bad and the ugly about their products. After spending some time and doing some digging, Company-Red realized that this list was basically their customer list with lots of insights about usage, problems, advantages and more. It was a shocking event as the customer list was one of their best guarded secrets – now publicly available to everybody. Of course nobody published the list but customer discus and explore solutions and as such out them as a customer of whatever they use.

One manager said “Hey, this is a huge threat – anybody can get the same information if only they know how to dig them up. Friggin Social Media is a wide-open and completely accessible public space. As a matter of fact, this is even worse than publishing our customer list because the comments and postings actually describe our new products, they discuss what we do right and why they bought our products in the first place. Worse, they expose all our weakness – and some of that stuff we don’t even know ourselves. ” The Chief of Staff consulted me and some experts and we launched Operation “Big Dig”.

The Big Dig
The “Big Dig” was a project to analyze and dissect the customer base. It was a project to use social media to find customers with problems. An elite team was created. There was only one mission: “Get into all the social networks, groups and communities, identify our customers, and help them solve their problems. ”  –   Within only three months Company-Red was receiving a lot of positive feedback from customers who appreciated the effort and the improvements in service. People loved Company-Red.

Yellow Submarine
The project sparked new ideas. In one meeting we concluded: “If we can get that information about our own customers, then we can get the same information about our competitor's customers – right?” Another team – we started with ten people, were assigned to perform a similar task but for a VERY different target group: “Find and help the customers of our competitors.” The new group called themselves “Yellow Submarine.” They dived into the social media space, identified the issues of the competitor’s customers and tried to help. Sometimes it was as simple as putting them in touch with their own customers who had similar problems and letting these experienced customers explain how Company-Red’s products had helped them.

Winning the first battle
The “Yellow Submarine” group did no selling, no pitching, no arguing about products and solutions. All they did was to make introductions and solve problems. Sure enough, the helpful customers from Company-Red posted lots of information to benefit the sometimes struggling customers from Company-Blue, Company-White, and Company-Green. Eventually, several of the Blue, White and Green customers started buying now familiar products and services from Company-Red.

The Changing Battlefield
Company-Blue struggled. They were losing the battle by fighting a traditional war against a modern enemy. Their generals blamed the economy for the devastating situation. Inevitably, Company-Blue announced they were going “back to their roots.” They downsized and fired their newly hired social media manager, announcing “we need to get back to our product values and strengthen our solution selling model. We will not be distracted by all that social crap that costs money, wastes resources and weakens our company values that made us successful in the last 50 years.”

2009 – the show goes on – bigger – different.

Ground Troops Affaire
We introduced some significant investments in direct relationship building. Company-Red understands that warfare has changed. We reviewed past experience and decided that the best weapons to gain mind share are no longer carpet bombing raids using advertising and public relations. The most effective tactic is sending ground troops into battle with order to identify and help one customer at a time – regardless of whether they are a customer of Company-Red or Company-Blue.

Time is of essence
Company-Red knows what it took to develop that inner culture of helping any user (customer or not) developing social relationships on all levels and maintain those relationships. They know that their advantage is based on time. So they encourage almost all levels and functions to engage. Their model: It takes 6 month to get comfortable in the social web. It takes 6 month to develop relationships beyond the "economic buyer" but to include whoever is of relevant influence. To get everybody in the company engaged is not a matter of command and control – but a matter of encouragement and educational support. Now over 2,000 are engaged.

The new numbers game
If a sales person can touch base with 50 people per day through social media, by visiting sites, profiles, groups etc. and only takes 1 hour each day, 100 sales people can touch 5,000 a day, or 100,000 a month. If they do a good job and those 100,000 only talk to 10 within the course of that month, Company-Red can reach 1 Million people – not through email blasts, advertising or TV commercials, but the social way – with only 100 sales people. If those 100 sales people would have a second hour each day to respond and communicate to their base – it would actually not be just a new form of "getting the message out" but a real human conversation. Now who can compete with that kind of sales force? No traditional organization. Company-Red is way ahead of the curve by now. Some of their competitors were bought in the meantime, one went out of business and the rest is still struggling.

2010 — Social Competition
The next phase is in the making. The leaders of Company-Red know one thing: There is no time to rest. New ideas have been maturing on top what has happened in the past two years… It'll be not short of social innovation. The best of all, customers like it. Feedback is continuously growing and the level of advocacy is accelerating the evolution.
We'll see end of 2010 where this lead to.

2010 – Competition in a new dimension

Like in any war – alliances play a strategic role
Expanding the engagement continues to be a numbers game and a race against time. There are only so many people within the company who can engage. But there is a force out there that is even better suited to compete: Business partners.  The indirect channel of distributors, resellers, retailers, dealer, brokers… has a significant advantage in the relationship building process – they simply outnumber any direct sales organization. We decided to make any possible effort to empower the channel of company red and make the channel a recommendation amplifier.

The owner of customer relationships
Channel partners are typically owning the customer relationships. 75% of the world trade is conducted through any kind of channels. Involving and empowering channel partner to build better relationships with their customers by representing the brand as a trusted adviser – instead of a simple sales force strengthens  relationships and forces partners to advance in the development of their competencies. The old "middle man" who's primary role always was to recommend the best solution to their customers has not changed – but with the power of social media the "middle man" has a broader reach and is more important than ever before.

The partner evolution
One partner came and said: "I finally see social media as strategic engagement – not a fluffy marketing gig. We doubled the number of attendees to our webinars, our tweets were almost always re-tweeted by our vendors, we are invited to speak, get more meetings and completely outperformed some of the competitors who virtually don't exist in social media. We usually start our presentation with a slide 5,000 reasons to talk to us – showing our networks, blog posts and tweets that we wrote or are connected with." But unlike the speed we had in the first two years, mobilizing an entire ecosystem of independent companies is much slower and more challenging. The good news for company red: those who just now begin to explore the social web are already three years behind.

2011 – The year of social technology
In this next phase on the journey, technology will play an important role. While we want to expand social relationships, we also want to strengthen them at the same time. What sounds like an oxymoron is an important nut to crack. And as always, end of 2011 we will see how it evolved.

Axel
http://xeesm.com/AxelS

Please touch base with me if you like to get some more insights

 

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Ward is one of the best from my list:-“God gave you a gift of 86,400 seconds today.Have you used one to say “thank you?””Inspirational Quotes of GratitudeIf you have seen The Secret movie many times, then you may even be able to quote from some of the teachers. Here are a couple that stand out:“Whatever we think about and thank about we bring about”Dr John F Demartini“Gratitude is absolutely the way to bring more into your life”Marci ShimoffTo Express Gratefulness Famous Quotes helpIt is true that the more you are thankful and express your gratefulness for your life and everything in it, the more you add energy to the vibrations you are sending out – and the more the Universe sends back to you. 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Clark“He is a wise man who does not grieve for the things which he has not, but rejoices for those which he has”Epictetus“Gratitude is the best attitude”Author Unknown“We can only be said to be alive in those moments when our hearts are conscious of our treasures”Thornton Wilder“Gratitude is the least of the virtues, but ingratitude is the worst of vices.”Thomas Fuller“There is not a more pleasing exercise of the mind than gratitude. It is accompanied with such an inward satisfaction that the duty is sufficiently rewarded by the performance”Joseph Addison“I feel a very unusual sensation – if it is not indigestion, I think it must be gratitude”Benjamin Disraeli“Courtesies of a small and trivial character are the ones which strike deepest in the grateful and appreciating heart”Henry Clay“Who does not thank for little will not thank for much”Estonian Proverb“The hardest arithmetic to master is that which enables us to count our blessings”Eric Hoffer“Power takes as ingratitude the writhing of its victims”Rabindranath Tagore“Gratitude unlocks the fullness of life. It turns what we have into enough, and more. It turns denial into acceptance, chaos into order, confusion into clarity…. It turns problems into gifts, failures into success, the unexpected into perfect timing, and mistakes into important events. 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Mencken“Feeling gratitude and not expressing it is like wrapping a present and not giving it”William Arthur Ward“Let us be grateful to people who make us happy; they are the charming gardeners who make our souls blossom.”Marcel Proust“Gratitude is not only the greatest of virtues, but the parent of all the others.”Cicero“Happiness cannot be traveled to, owned, earned, worn or consumed. Happiness is the spiritual experience of living every minute with love, grace and gratitude.”Denis Waitley“Appreciation can make a day, even change a life. Your willingness to put it into words is all that is necessary.”Margaret CousinsI hope you can use some of these wonderful Gratitude Quotes as inspiration and a reminder of the how blessed we really are.46 Gratitude Quotes to be Thankful for!Daily, I make sure that I openly acknowledge the things in my life that I am grateful for, and over the years I have collected a number of fantastic famous Gratitude Quotes. 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Here is a famous quote of gratitude from one of my favourite old books: The Science of Getting Rich.“The more gratefully we fix our minds on the Supreme whengood things come to us, the more good things we will receive,and the more rapidly they will come; and the reason simplyis that the mental attitude of gratitude draws the mind intocloser touch with the source from which the blessings come”Wallace D WattlesGratitude Quotes“Gratitude is a quality similar to electricity: it must be produced and discharged and used up in order to exist at all”William Faulkner“If you want to turn your life around, try thankfulness. It will change your appnana cheats ios life mightily”Gerald Good“Gratitude is the fairest blossom which springs from the soul”Henry Ward Beecher“Gratitude is the heart’s memory “Jean Baptiste Massieu“The Pilgrims made seven times more graves than huts. No Americans have been more impoverished than these who, nevertheless, set aside a day of thanksgiving”H.U. 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You Can Use Paint, Glass Etching Cream, Metal Etching Electrolyte and Even Ink To Etch, Print, or Paint On Fabric or Almost Anything! Get Creative ?There are No Limits!! DO NOT Throw that Stencil Away — you can save your Stencil, Clean it, Dry it, and RE-USE IT Hundreds of Times!! The Universal Stencil is NON-TOXIC and you use no harmful chemicals for clean up. Be Successful!! Give yourself the Freedom to let your Imagination and Talent run Wild to Create anything on Fabric, T-Shirts, Sweatshirts, Hoodies, Reusable Shopping Bags and Totes, Mouse Pads, Hand Bags, Stickers, Towels, Napkins, Portfolio Bags, Drink Mugs, Binders, etc. in Minutes in any Color with Paint, Etch Creme or Ink. This New system is so Quick, Easy, and Economical pixel car racer hack cheat online — Anyone Can Do It — in Minutes! Here are a few ideas. You can Sell to: – Schools 8 ball pool cheats tool (Add Names and Numbers to team uniforms) – Bands (Customize Uniforms and Mark Band Instruments and Equipment) – Churches – Restaurants – Political Parties – Flea Markets – Fairs – Fund Raisers – Sporting Goods Shops – Card Shops – Commercial BusinessesThere you have it…A New Stencil Making System that will open up a world of Great New Possibilities for you and allow you to use Your Talent and Ideas to have a lot of Fun and make some real Money making and selling T-Shirts and hundreds Art and Craft items. You are only limited by your own Creativity and Energy. Let your Artistic Ideas flow and enjoy creating things you have put off before as too much work, too complicated, or you needed 100 of the same item. This new system cuts through all of that and Frees You up to “Multiply” yourself if you are creating any item or artwork that needs to be “Produced” in almost any quantity. So why not explore this idea while these new kits are on special.

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