To achieve a more strategic approach to using social tools as part of the sales process, sales executives should start by thinking through their current working patterns to identify ways in which a social business approach could support or, in some cases, change the sales process altogether.
Archives for 2011
ffective social business strategies connect people, processes and technologies in ways that strengthen a company’s competitive position and increases the value of its brand experience — not to mention the bottom line — with customers, employees, shareholders, partners and other stakeholders. Here are five big strategic wins an effective social business strategy can deliver:
Closing an online community should not be undertaken lightly. It can send a strong — but wrong — message about your business and brand to members. Keep in mind your community’s membership may include your customers, clients, brand influencers and media contacts. Closing an online community can have far-reaching ripple effects on your brand and company reputation. So approach the decision cautiously, keeping member perceptions and the brand uppermost in mind. Here are some tips and advice:
I have been thinking a lot about shopping lately. Granted it’s time for a new spring wardrobe, but more importantly,…
The B2B online community manager role requires many communication skills, a willingness to be a master-servant to both the customers and the organization. They are often a sole practitioner — B2B online communities are typically understaffed, so their success depends upon their ability to make and sustain connections within the community and the organization. An ability to get online and check on how things are going while on the road, before breakfast, after dinner and in the middle of the night is also a plus.
Many enterprises suffer from a little-documented condition known as “social media insecurity.” These anxiety-plagued firms are fearful that somehow, somewhere, they are falling behind their competitors and will suffer unforeseen hardships and failure if they are not at the cutting edge of social media activity. Of course, precise performance metrics for the cutting — or even bleeding — edge are elusive, if not downright impossible to determine. This is especially true for B2B organizations who may be overly influenced by consumer social media tools and examples.
Community champions within an enterprise can be hard to find. They are far too busy delivering results to wave their own flag. These “intrapreneurs” — the risk takers and shepherds of innovation and organizational change — should be celebrated! We periodically spotlight online community leaders here, so I’m pleased to share a discussion with my friend and colleague Lauren Klein.
Listen up! Put down that smartphone, stand up, raise your right hand and repeat after me: 1) I promise to…
Anyone can activate community software and declare victory, but it is another thing entirely to foster online community engagement and…