Author Rank by Google is going to become a competitive differentiator for B2B companies who care about organic search in their sales and marketing efforts. Why? In many industries, B2B selling relies heavily on the people who meet with customers, establish relationships and credibility, and ultimately sell products, services and solutions to buyers. Author Rank makes changes the results that people see in Google, and the information that is displayed in the results. And anyone who relies on personal relationships to sell or market needs to understand the changes.
In 2009, Gartner reported that 70% of social business programs fail. Some folks seemed surprised. But, let’s take a look at the range of failure rates reported for CRM projects over the years.
Many organizations deploy an expertise locator tool within their social business program, but few employees use them because (1) the benefits do not outweigh the work of maintaining a profile, and (2) self-maintained expertise profiles are usually inflated and inaccurate. Therefore, people rely on personal networks within their organization to know who to call when they need something. That is now changing.
More and more brands are realizing the benefits of enabling their employees in social media, so software vendors and IT departments are responding by adding features and functionality. In recent years, a few B2B tech companies enabled their employees with basic training and permission to engage, and a more sophisticated and transformational approach to enablement is coming over the next 2-3 years. (P.S. That is the focus of my book with Susan Emerick.)
In anticipation of this trend, a new class of software is emerging, specifically aimed at enabling employees in social media, at scale. The chart below shows the four types of solutions that are being applied in this emerging space:
A lot of people think that a brand must own all aspects of social media listening. People fear that outsourcing even a part of the engagement process (i.e., listening) would take away the authenticity which is supposed to be the pixie dust of social media. People wonder how they would build an authentic, direct relationship with customers or stakeholders if they outsource some of the process.
While relationship-building can not be outsourced, we should ask ourselves which parts of the social media engagement process really do build the relationship. Here’s a hint: listening is not the critical part that you have to execute with internal employees, and this post explains why.
Since FINRA released Notice 10-06 in 2010, and Morgan Stanley began allowing financial advisors to use social networks for business, consumer expectations and business marketing trends have been colliding to create new and interesting regulatory requirements.
InvestmentPal created the following comparison of web email adoption, since 1996 when Hotmail launched, versus social network adoption, beginning in 2006 when Twitter launched:
Digiday recently wrote that “Twitter dominates brand conversations”, based on upon the observation by Burson-Marsteller that more than half of Fortune 100 brand mentions in a month occurred on Twitter . But counting brand mentions is not the same as counting business value. In fact, resources should be allocated according to the relative value of each social venues, not the relative volume of brand mentions.
Almost every large brand has at least considered trying to get all of their socially engaged employees using one tool for social media engagement, and it never succeeds. Here is why:
Employers should not require employees or job candidates to surrender login credentials for their personal social media, for the following reasons: You may encounter information which tells you that the person is in a protected group, and expose your company to a discrimination claim. You may create the impression that you are a distrustful and […]