To explore how organizations are leveraging social technologies and practices, Oracle, Leader Networks and Social Media Today partnered to survey more than 900 marketing and technology executives from organizations around the world. The results showed that transitioning to a socially enabled enterprise, also known as a social business, is a key priority for business executives. The study also highlighted the challenges organizations need to overcome to realize the potential of social technologies and practices.
Social business is becoming a transformational strategy for companies to get closer to their key stakeholders in innovative ways. ROI, metrics, strategic alignment, operational impact of social business – this is what it is all about!
When confronting a complex issue or decision in the absence of certainty, groups will often move to the lowest common point of familiarity — usually something concrete and specific. In tech and marketing organizations, this is called “the valley of the tools.” So it is with social; everywhere you turn there is a marketing manager or millennial intern reporting (loudly) that the company needs a … (insert social tool name here.) But these advocates and tool suggestions are often rooted in a desire to play with new things and carve out a mini-speciality, and are just as often completely disconnected from company business goals and strategy.
In the B2B world, reach is less important than depth. Decision-makers rely most heavily on peer referrals when making strategic or expensive decisions. One colleague who has hands-on experience will naturally weigh exponentially more heavily than endorsing tweets of 100 strangers! It is the details of practice and depth of insight that helps shape larger decisions and the public social media marketing tools rarely provide an appropriate platform for these kinds of explorations to occur online.
he folks in legal are often the last ones invited to the social media party. After all, they are often the “Dr. No” of the organization; who would want to let them in too early on any groundbreaking innovations? At best, they would certainly try to change it. At worst, they’d kill it. I have written about this before (in 2009) but believe it needs further treatment.
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.
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:
Millennials: can’t live with them, can’t run a business without them. At least, that seems to be the pervasive point of view. But no matter how you slice it, they are in the workplace and are the future of business as we know it. Their rules, their ways, will all become the new normal as boomers age out of the workplace.
Many companies I work with are dealing with the changes needed to incorporate the Millennial customer or the Millennial staffer, especially when they are more likely to become brand evangelists or detractors online. Millennials have a voice and a social media account, and they certainly know how to use them. They are, in fact, a driving force behind many of the new tools being adopted by organizations – from wanting IT support for increased numbers and types of devices to advocating for company adoption of social CRM systems, so the voice of the (Millennial) customer can be integrated into customer care programs.
Few seasoned marketing professionals would argue that online thought leadership is a waste of time or money. Most would say it’s an imperative. But while the “Must dos!” on this topic are whizzing past, the instructions on “How?” seem to have been left behind. To help with the how, I work with thought leaders within enterprises via a social media immersion program. The program’s goal is to help marketing and other thought leadership executives make the shift away from traditional to online and social thought leadership – cuz it ain’t easy! It means rethinking the “how.”