Tag Archives: Social Business Strategy

Six Reasons Why Social Business Strategists should read Mark Fidelman’s Socialized!

I bought Mark Fidelman Socialized! on Amazon at its full price (no discounts or coupons from Mark) and just finished devouring it. Fidelman  delivers a fundamental work that greatly contributes to the heated debate of Social Business development.  Fidelman not only shows, but proves how quintessential it is for businesses to harness the power of social.  Not only with tools and technologies, but first with their immediate communities aka company workforce.  Time is ripe for dismantling the prevailing command-and-control leadership style. The militaristic/hierarchical leadership approach ought to be replaced with Jon Husband’s Wirearchy structure.  So why should you read Socialized!Social Media ROI expert Dr. Natalie Petouhoff: “Fidelman’s ability to simplify key concepts like the Digital Village, Darwin’s Funnel, and the Digital Network, gives the reader a unique and important understanding of the power of Social Business. You’ll be sorry if you don’t read this book before your competitors do.”
 
Mark Fidelman: Socialized http://amzn.to/10gw8CR

Mark Fidelman: Socialized http://amzn.to/10gw8CR

Fidelman and his team interviewed business leaders around the globe in order to present to us a state-of-the-art social business road-map.  Fidelman lives and breathes what he writes.  He is the sort of individual any social minded person ought to connect with; either on Twitter/LinkedIn, and Forbes where he is a regular contributor.  Socialized! not only talks the walk but most importantly walks the talk.  It is a practical text-book backed up with countless case studies and examples anyone aspiring to become a social leader should be aware of and study
  
2. Culture, culture and more culture is the foundation to any social business undertaking
 
Fidelman emphasizes culture as the 101 prerequisite to any potentially successful Social Business Strategy.  Fidelman: “Why after all do we insist on employees following our orders, and why do we call it insubordination if they question them? … Yet the companies that are leading in today’s world recognize the benefit of an empowered workforce that feels connected to the organization.  Empowered employees understand not only how to make great products, but more importantly how to create cultures that continue to make great products well into the future.”  Socialized! will assist CMOs and CCOs (Chief Cultural/Customer Officers) not only to analyze their existent Social Business state, but provide them with a detailed 10-point Social Business Culture development program.  
 
3. Building first an internal digital village and then an external digital network
 
Once the infrastructure of a cooperative culture has been established, business leaders will need to handpick the internal evangelists and shepherds (regardless of their rank) who will co-create their internal digital village — the nuts and bolts to any Social Business foundation
 
CXOs need to remember that becoming a Customer Service or/and Customer-Experience oriented company first  requires the emotional support and buy-in of their internal communities or “Smart Tribes” (as coined by Christine Comaford in her brand new book).  These “Smart Tribes” or internal communities represent the company’s intrinsic power that will transform the  traditional working communities into enthusiastic business advocates.  
 
After the creation of an apropos culture and the establishment of the right people foundation, the social team will need to select the social media platforms and its supportive collaborative technologies (Intranet/Extranet/SCRM/Social Business Software).  This will make sure that the Social Business community sets up the proper internal tools to construct its external digital network.
 
4. The new Social Business Playbook
 
Youtility author Jay Baer states: “Socialized! is an imminently readable, practical, and modern guide to social business.  The playbook section alone is worth the price, and then some.  Fidelman has added an important piece to the corporate social transformation puzzle.” Fidelman:  “In practice, management should provide the right atmosphere, guidelines, technologies, and opportunities for employees to thrive.”  Socialized! delivers a 15-point playbook: here are some of the highlights:
 
– Building an internal and external community
– Connecting and empowering thought leaders
– Recruiting a Chief Social Strategist or a Chief Cultural/Customer Officer
– Becoming an own media publisher, which makes me think of Michael Brito’s upcoming book: Your Brand.
– Replacing traditional inbound marketing with content marketing
– Leveraging employees, suppliers and partners to foster innovation
– Enhancing customer support to become the strength of your company
– Using Gamification to engage employees, partners and customers
– Creating the potential for serendipitous relationships
 
This last point is my favorite and reminds me of the romantic comedy “Serendipity” starring John Cusack and  Kate Beckinsale.   Fidelman himself gives a wonderful example of serendipity with StaffUnity:  an automated employee lunch club system provider.
 
5. The rise of the social employee
 
Fidelman  makes the case that, social networks, consumerization of IT, mobility, BYOD (Bring Your Own Device: smartphones, phablets and tablets) and cloud computing are all being part of the social and technological developments a 21st century enterprise cannot fail anymore to ignore. 
 
6. Measuring the ROI (Return On Investment) of a Social Business Strategy
 
Fidelman stresses that social business initiatives should only be undertaken if those can be measured.   He goes on to say: “Before starting any social initiatives, you must first identify objectives such as:  “improving customer relationships, product innovation, acquiring and retaining employees and growing revenues.” 
 
 
Image Credit: PulsePointGroup.com: The Economics of the Socially Engaged Enterprise

Image Credit: PulsePointGroup.com: The Economics of the Socially Engaged Enterprise

 
Social Business metrics and ROI are  very well documented in a 2012 study by MIT in collaboration with the Deloitte institute.  The Economist Intelligence Unit and the PulsePoint Group published a study showing that 81% of interviewed leaders agree that social engagement has the following tangible benefits on the following areas:
 
– Project management
– Innovation
– Collaboration
– Efficiency gains
– Cost saving
 
In conclusion, Fidelman’s Socialized! is a management textbook that provides all the necessary steps for a clear pathway towards a successful social enterprise journey:  
 
1. Reviewing the existent culture of an enterprise
2. Setting up an internal digital village
3. Attaching an external digital village to the internal one
4. Establishing a social business strategy
5. Measuring Social Business ROI
6. Reviewing, correcting, adapting and repeating
 
Any leader wanting to understand the implications and repercussions  of a Social Business development program should study and dissect Socialized!.  Kudos and thanks to Mark Fidelman’s altruistic attitude for having taken the time to give us one of the best researched Social Business Strategy text-books ever written thus far. 
 
 
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10 Ways for Small and Medium Businesses to Establish a Social Business Strategy (1/2)

Our world is getting more complex every day.  Technology evolves at a speed that is hardly possible to keep up with.  The amount of information is exploding and as Clay Shirky points out, we need to avoid filter failure.  We are at the threshold of intelligent marketing because now, Big Data is available.  We are moving from descriptive and predictive to prescriptive business intelligence.  How do we establish an effective business strategy, the one that will give our businesses the necessary room for successful growth and development?  What should its priority list look like?  Social media, blogging, inbound or outbound marketing, curation of information, website updating, brick and mortar shop, digital shop?  Trying to answer such a complex question within a ten point two parts blog article is a daring undertaking, but here is a modest attempt at doing this.     
 
1. Regularly review and refine your company mission, values and goals
 
This could be a daunting task, but a simpler way of restarting the process is to review your unique selling proposition (USP) and then divide it into three sub-categories: company mission, company values and company goals.  Having a sharp and targeted vision is quintessential for refining and pursuing a suitable strategy.  Reviewing your mission is crucial as business opportunities and changes do take place.  IBM, in the mid 80s, was the personal computer leader. IBM wrote US$ 16 billion of losses under the baton of Lou Gersten with 35.000 workers made redundant.  IBM finally sold its mainframe business in 2003 and, under Ginni Rometty’s leadership, concentrates on three core areas: analytics, cloud computing and emerging markets. Should IBM have failed to adapt and change, who knows if IBM would have become the thriving social business leader it has been now for the last several years. 
 
IBM-Social-Business_Ginni.Rometty_01 
A challenging way of applying technological trends could be to ask yourself if you could “create your 140 character brand promise”?  Can you summarize your company’s strategy in 35 words or less? The shorter and the clearer, the easier it will be for your communities to understand your mission and purpose.  It will help your business to energize its community while making it an active part of its purpose and vision.  Here are three USP examples which are each worth billions of dollars:
Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less—or it’s free.”
FedEx: “When your package absolutely, positively has to get there overnight”
M&M’s: “Melts in your mouth, not in your hand”
 
2. Keep transforming your content marketing into convenience marketing
 
Traditional marketing is no longer sufficient.  Businesses which mostly concentrate on their own activities and products are promised a tough time ahead.  Today there are many companies that master innovation and customer experience by creating and listening to their communities. Such companies like IBM, Amazon or Starbucks give their customers the opportunities to consult, advise and recommend new products and services.  Starbucks understands that some of the best ideas come from their own grass root marketers, the ones entering their coffee-shops day in and day out.  Could there be a better source of feedback than the one coming directly out of their customers’ mouths?  
Consider your website as a customer hub with people coming and going, uploading and downloading information. The more your business listens to its community, the more focused its content marketing will be.  Some of the platforms to distribute your content could be  how to, tips, recommended sites and resources, books, authors, literature, recipes, videos, interviews, podcast, webcast, webinars and so much more.
 
Image Credit: www.hyken.com

Image Credit: http://www.hyken.com

3. To blog or not to blog

It’s great to hear what Chris Brogan has to say about blogging:  “No matter what, the very first piece of social media real estate I’d start with is a blog … It’s a website, with lots of built in features that make it useful from the search perspective, and simple from a content creation perspective…”  Blogging is like jogging for the brain.  Euan Semple once said:  “You do not know what you think until you write it down.”  At first blogging could be a strenuous way to ratify your thoughts, but the best way to freely express your personal ideas, views and expertise.  A blog is all yours and you may write (within reason) whatever your heart desires.  To blog or not to blog, this is the dilemma and the sooner your business starts the easier it will get. Blogging, like jogging, takes training, dedication and relentless commitment.  Avoid blogging about your products and services.  Concentrate on answering, sharing and inspiring.  Give your community what they want.  This will be the first act into bringing traffic to your website, and a natural way to gain traction and attention. 
 
4. Transform your website into a social hub and your visitors into your website co-creators
 
Amazon is a fabulous example of information crowd-sourcing.  When inquiring about books, the first thing most of us do is to find out about customer book-reviews.  Amazon has long understood that their website is not about them, but about the communities reading the books it sells.  It’s about letting visitors write reviews, comment on other people’s reviews, create groups and meet like minded readers.  It’s about customers’ wish-lists (a fabulous way of gathering marketing information) and remembering their interests, likes and dislikes. Amazon is a platform where people meet, read, comment, upload videos reviews and create personal profiles.  A company’s website should altruistically answer, inspire and educate its community.  It is not about your products or services, it is about your community, their worries, their interests and what inspires them.  Consider reserving enough space for uploading videos, reviews, articles and for giving your visitors the chance to become your website’s co-creators.
 
5. Carefully choose your social platforms
 
According Wikipedia, “Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks … It allows the creation and exchange of user-generated content.”  Social media is the new technological platform businesses use to promote physical or digital goods.  Social media networks should be kept to a minimum: Twitter, Facebook, LinkedIn, Pinterest, Instagram, Google+ and YouTube.  Pick three or four and get professional help.  A Facebook and Pinterest expert like Mari Smith will save you time and money as she keeps up with ongoing platform changes and updates. Mari will provide you with the necessary support while you concentrate on your business.
 
In part two, we will review the last five fundamental points connected to the ongoing review of a successful social business foundation.  
 
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Salesforce Journey : From CRM to SCRM & becoming a Social Business Strategist Vendor

I attended a Salesforce.com presentation here in Hamburg two months ago and was positively surprised at the genuine way Salesforce Germany presented their company and its (S)CRM-cloud services to the audience.  
Salesforce has been on a shopping spree now for the last two years so I decided to review and log in, hopefully most if not all, the services available to this “Group of companies” they seem to be building at the speed of light! One can also wonder if the integration of all these added services are as swift as Marc Benioff’s proactive, agile and moving forward shopping style! Their latest acquisition is GoInstant a powerful co-browsing interactive Internet tool sharing! GoInstant lets you engage and interact with family members, friends, customers in a “dead-simple & frictionless way”! No software is needed, no downloads!
 
Having an issue with signing documents? Marc Benioff comes to your rescue with Docusign a platform that let you receive and sign any document online on any device thus anywhere! Need to buy a house on the go: No problem, just sign electronically with Docusign and you are ready to go!  Now let’s say you are stuck in Hamburg like me today and would love to spare yourself the exhausting over the pond ride to San Francisco via London or Copenhagen but still need to hold this important meeting while enjoying the commodity of communicating, sharing any form of content via a video conferencing webinar: Here comes Marc Benioff’s help handy again with DimDim, which has also been acquired by Salesforce! 
 
But there are much more tool; here again all of them listed for you with a slide with this slide including the companies’ respective logos:
 
 
1. Buddymedia including Profilebuddy, Reachbuddy, Conversationbuddy, Buybuddy Conversionbuddy, Analytics & Dashboard tools included and allowing user to create and deploy customized interactive content on social network, share the content on the networks, generate engaging conversations, create and manage effective social media campaigns, drive content across social networks and finally analyze your interaction within your network!
2. DimDim: version collaboration, recently acquired by Salesforce, is a video content sharing for webinars & webmeetings of all sorts.
3, Docusign: makes it easy and fast to get your documents signed. Whether you need to close a big sales contract, keep your company trade secrets safe with an NDA or buy a home, Docusign is the easiest, fastest, most secure way to get a signature—anytime, anywhere, on any device.
4. GoInstant: Truly interactive co-browsing is now possible! GoInstant lets us engage and interact with our partners or potential partners in a dead-simple & frictionless way. No clunky software or downloads, just the click of a link and you are sharing in no time!
5. Desk: Ealier known as Assistly is for companies that support a worldwide market and in need of a solution to manage their support communications. Now there is one: with Multilingual Customer Support, you now can support your customers in a language they understand.
6. AppExchange: Need an app? Find, try, and install the right apps—plus find developers and services—for your business.
7. Chatter: Bring the power of social networks inside your company with Chatter—a free, private and secure social network just for your business. With Chatter.com you can connect with your coworkers to work together and be more productive. Updates on the people, projects, and files that you care about most are automatically pushed to you, so you always know what’s going on
8. Data.com: The trusted, proven cloud database for all your social enterprise data.
9. Do.com: Easily create and share tasks, projects, and notes with your team so you always know what needs to get done, no matter where you are
10. Force.com: is the proven cloud platform to automate and extend your business and deliver the social enterprise.
11. Heroku: Build powerful customer apps in Ruby or Java, and instantly deploy and scale them to millions of users.
12. Radian6: Make sense of the social media buzz with social monitoring. Listen, measure, and engage with your customers across the social Web.
13. Remedyforce: was developed by BMC Software and salesforce.com to revolutionize your approach to IT service management. You get ITIL functionality out of the box. Plus you gain peace of mind because it’s built on the Force.com platform.
14. Rypple: Build a results-driven culture with social goals, real-time feedback, open recognition, and easy coaching.
15. Sales Cloud: Give reps and execs what they need to connect with customers and close deals faster.
16. Site.com: Design and publish websites, social pages, and mobile experiences in lightning speed with the first Web CMS in the cloud. It’s built for social, so you can easily add Twitter streams, Facebook likes, and more.
 
Did I forget anything? Please let me know and drop me a note: would also like to read about your personal experiences and thoughts on Salesforce.com and all the acquisitions it has done so far!