What excites you about customer experience?
It is not customer experience that excites me, it is the customer herself who excites me, and the relationship that will develop and lead to trust and loyalty.
engage
How do you Define a Social Business?
Let’s define a social business and how it is evolving. It’s not just “being social” with your customers (having social profiles where you know they hang out); it’s about being more connected in your business processes as well. Stop thinking in terms of silos of information and people, and start thinking about ways to connect everyone.
Be careful what you ask for, you might just measure it
New media marketing is creating an undercurrent that is shifting the very foundation of business. Without a full understanding of what’s possible, a clear view to the future or an idea of the strength or extent of the market undertow, executives cautiously embrace emerging social and mobile channels based on guidance of internal champions and external pressure from competitors and customers alike. But, leaders can only lead when their vision is focused and direction is defined. The ability to execute becomes paramount and the gaps that exist between goals and capabilities must be identified and solved quickly to stay the course.
@ is the Universal Sign of Engagement
For decades, companies were very good at pushing messages into markets and talking at people rather than with them. Now companies are embracing the idea of two-way interaction. Monitoring conversations is becoming standard procedure as small and enterprise businesses alike make substantial investments in tools such as Radian6, Sprial16 and Brandtology. And, not only are companies monitoring conversations, they’re adopting social media management systems (SMMS) such as Seesmic and CoTweet to operationalize conversations and platforms such as Objective Marketer, PeopleBrowsr and Buddy Media to automate engagement campaigns.
There’s a difference between monitoring and listening and there’s certainly a difference between conversations and engagement. How social media is employed today promotes monitoring as a reporting function and conversations as a symptom of reaction. In many ways, the state of social media is eerily reminiscent of traditional marketing. We’re fooled into a sense of collaboration and co-creation because people can respond. But programs are not measured by functionality, they are valued by the value customers take away from the experience. It begs the question, is social media in actuality anti-social?
New media philosophies, while rich with good intentions, are confined by the culture of the organization they’re designed to help. Corporate culture is pervasive and planted. It is not anything that will change suddenly because of the popularity of Twitter and Facebook no matter how strong your case. Culture shock takes place because a business is subjected to the harsh reality that customers no longer support the way business is conducted.
Customer Service “is” the New Marketing
Remember the old small business customer service mentality? Where pleasing the customer came FIRST, and the need to delight them was “a given” not an option? Great news – it’s back (or at least on its way back)!
The democratizing nature of social media has returned power to the customer, making Brand Advocates one of our strongest marketing assets. If we want to share their power (not take it!), we need to adopt customer service as the new way of marketing – or “unmarketing,” a term mentioned by Brian Solis in the introduction to his book Engage, and Scott Stratten details extensively in his blog and book UnMarketing.
Considering this power shift, the #1 question we should be asking our Brand Advocates is “How may I serve you?” Ask early and ask often.
Engaging the Business Elite with Mobile
A week or so ago, I wrote an article for www.B2Bbloggers.com called ‘Want to Engage Senior Executives? Think Mobile“. Since this post, I have been speaking with some of my customers about advancing this notion.
Here is what we have come up with:
•The problem with direct engagement of Business Elite is that it is only possible once –
•You have successfully engaged gate keepers and influencers; or
•You already have existing relationships with them, i.e existing customers.
•It must be integrated with strategic sales and account executives, in fact, these folks are the best at leading the charge to engage senior execs
•It must be integrated with other marketing tactics such as executive events-seminars-round tables, blogs/newsletters, and sales material.
•All mobile content must be targeted at senior executives, which means really being brutal in terms of brevity, message and alignment to customer need.
The big thing we all agreed to was that it all had to be strategically planned and integrated into a long term demand generation program starting at first contact with potential influencers to working in support of sales.
The approaches and tactics we use to develop and maintain customer relationships are converging as quickly as technology is converging, but it doesn’t seem to be on the radar for most B2B marketing organizations.
The approach requires us to build programs that are horizontal in nature engaging mobile, experiential, social channels as well as seamlessly integrating sales teams and specialists; and ensuring that it meets the requirements of their busy lifestyle in and out of the office.
I’d be interested to understand what you think of this and how your organization is currently engaging senior executives.
Cheers and thanks!
Jeff – Sensei
Mastering social media is all about who LEADS!
Having been continuously inundated for the last few years with social media how to books, articles, the five steps to the ten steps of social media greatness and so on, I am now at the point of saying enough already, STOP!
Under such duress my brain has been crying out for a way to crystallize a simplified explanation of the core requirements and sequence required to assist people and businesses to master social media in a straight forward, meaningful and practical manner.
And so recently the LEADS social media concept was born and simply stated, it is an acronym for Listen, Engage, Activate, Dominate and Social mandate or just LEADS for short.