I believe this is true for strategists and entrepreneurs, as well as creatives: “Nobody tells this to people who are beginners, I wish someone told me. All of us who do creative work, we get into it because we have good taste. But there is this gap. For the first couple years you make stuff, […]
These are the best quotes from customers, partners and employees at JiveWorld in Las Vegas, updated throughout the conference, which occurred in October 2012.
These are the most compelling and informative quotes from the Spredfast Summit, in Austin, TX, 2012.
These are the most compelling quotes from the Twitter stream around Dreamforce 2012 (Sep 18 – 20, 2012).
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:
For all the folks selling social business, who think that they will sway business leaders by beating a drum to the tune of “The World is Changing and You Must Change With It”, I offer the following two quotes from the 2003 book Reengineering the Corporation, by Michael Hammer:
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.
I grew up in strategy consulting, where case interviews are a part of every candidate interview. And I always use them when interviewing strategy or measurement candidates, for the following reasons: