Social Media is widely used in businesses for all kinds of aspects. It typically starts on the marketing side to spread the word and get fast customer feedback. The experience with the customer feedback often times triggers new ideas in market research and Social Media becomes an interesting real time market research instrument.
Service And Support
The other aspect of market feedback are obviously product related questions, complaints or issues. Needless to say that service and support departments are requested to take care of those issues and begin to discover Social Media as a support vehicle. Comcast Cable for instance reported they responded to over hundred thousand support requests on Twitter. Why is that important? Because a support person can read a support request written in 140 character much faster and also respond much faster than in any traditional media.
With all the inputs, requests, wishes and ideas compiled in the social web, product management is discovering a new world of product feedback, market research and feature request sources to build better products. Crowd sourcing is the key word. Not only does product management reduce the risk of creating a product release nobody really wants but gets free additional requests that make users happy as they get build. Dell, SalesForce.com and others are leaders in that development.
Now all that engagement obviously brings sales people into the scene who want to know more what people want, hoping they can offer an even more tailored solution. And as recommendations play an ever more important role, sales people begin to introduce prospects to existing clients in a rather informal and social manner to stimulate those recommendations.
Full Circle Customer Experience
If we look at all this – this is pretty much the full circle customer experience a person can have when dealing with a company. For customer experience management teams social media has become a very strategic playground. Obviously there are still areas that has no touch points with social media like the invoicing process or logistics, but interestingly enough those are rarely strategic problems in the eye of a customer. On the other side, support, product influence and product quality, exchange with other customers, approachability of a team are key items and they are all part of the social media landscape.
Understanding the criticality and how to deal with that new field is a big challenge for many CX managers. That’s why we created the CEM training program. http://academy.society3.com/s3-ccems/ The core of the program is developing a CEM strategy leveraging social media that can be implemented in any size company.
95% of the customers had a choice when they purchased the product or service in the first place, they had a reason for their selection. The single most successful way to use social media is empowering customers to share that reason and turn it into recommendations. The single biggest challenge: make it actually happen.
The Social Media Strategy Handbook
It became best practices to create a Social Media Strategy Handbook for each social media project documenting everything including the ultimate goal and purpose, initial market research, SWOT analysis, strategy, programs, actions, social presence, resources, budgets, reporting and the ROI.
We are sharing two examples of those strategy books that were created by attendees of the Social Media Strategist class. One was for Lindt Chocolate and one for a Hotel & Spa in the Caribbean. None of the information provided here is confidential – everything can be found in the public social web. Continue reading “Creating a Social Media Strategy Handbook”
Here is what happens:
Customer: We need to get our number of fans up, some more follower and some really hot buzz campaign. We need some agency who can really deliver.
Agency: We can do that for you. We have people who setup your presence, tweet for you and do some blogging. We upload a few photos and take care of feedback. We also do social media monitoring.
Customer: Great – here are $3,500 per month and I expect you double my followers, grow my fan base, steer up some noise and generate solid leads for me.
Agency: Done deal – we’ll start tomorrow morning. Continue reading “Over 70% of Social Media initiatives FAIL”
Rule #1 Connections
If you hate to read about people walking their dog, eating pizza or making you rich in 3 weeks:
You are connected with, or are following the wrong people.
What you read is who you connected with
Rule #2 Time Management
If you are not sure how much time you should spend in social networks? Don’t spend any time at all.
Invest time in your most relevant contacts. If they happen to be in the social web – be where they are.
Invest time in relevant people not platforms
While this is from 2009 it tells an interesting story about how a CEO pretends that Social Media changed the face of Comcast.
Sadly Comcast could never got to a point where the positive front end was igniting more change in the back end of the company. A pattern we see in many very early engaged companies who never actually introduced a comprehensive social media strategy and stood kind of still at the experimentation level.
In retrospect, it’s no surprise that Frank Eliason left the company. Still today Comcast is considered unethical and have unacceptable business practices by charging more than originally proposed, not terminating accounts as agreed and so forth. Social Media would be of no help to such a company at all – it only uncovers the issues in a broader public. But even that makes no difference in a monopoly. Consumers have no alternative.
I ordered a Comcast connection for the forth time since we terminated contracts for our yacht during the winter time.
Today May 29, 2012 it took over 60 Minutes to complete an order for a $29 Internet Connection including a person online processing this order manually. An unparalleled example of inefficiency and unacceptable business practices. Continue reading “Comcast CEO about company culture change”
How can you build a trusted network without spending hours and hours each day? How is it possible that some high ranking executives from Billion Dollar companies spend time in the social web while somebody working in the trenches cannot? Why chose other executives with equally big organizations to not participate at all – still wondering why they are just not as successful? How can people out of the blue just raise up the trust ladder and grow an enormous follower-ship all of a sudden? Today it looks like this is just a random pattern with no structure and all coincidental. But it is absolutely not. In this PART 1 I will talk about some fundamentals of Social Media Time Management.
Social Media is NOT a technology play
Continue reading “Social Media Time Management – Stunning Effects – Part I”
I guess you all rationalized that Social Media projects are typically difficult to close and painful to execute if executives are not well aware of the impact of Social Media to their business. The single biggest problem is that most executives do not speak your language.
Getting your or your client’s executives to understand Social Media has become for many the single biggest obstacle. Even if you have a good story, they may not trust you – but they may trust the Social Media Academy. SMACAD is trusted by executives from ADP, Dell, Salesforcce.com, SAP and many others. Based on our own experience dealing with world class executives, we created this brand new executive program: “Social Media Business Essentials” for executives and top executive consultants http://bit.ly/smacadsmbe $395 incl. certificate Continue reading “How to get executives fully comprehend Social Media?”
My friend Bob Thompson wrote an intriguing post about the status of Social Media, which in turn sparked this post. Basically those companies who have a brilliant social media strategy don’t brag about it. And the reason is simple: Why should you share some of your most significant competitive advantages. As many of you know, I’m involved in several of those major strategy developments and can’t and won’t talk about it other than teaching how it is done.
Virtual events offer huge advantages over physical events
Here are a series of tips to consider when attending an event as exhibitor.
In a way virtual events are no different than your day to day conversations in Twitter, Facebook or any of the other social networks and communities. The only difference – it happens during a few hours with people you may have usually no access to. Continue reading “Preparing for virtual events”
Social networks like Facebook, Twitter, lately Google Plus have rapidly evolved over the past few years. Online interaction took center stage and having a profile is only a commodity. LinkedIn developed into a different direction. groups degraded to cheap classified add boards, question and answers were basically replaced by the likes of Quora and Focus and the actual "conversation" circles all around spam.
Continue reading “LinkedIn – not really a social network anymore”