Putting the Social into the Social Enterprise
With the explosion of social media channels, companies need to think about how they can share social media guidelines and best practices with their employees. Starting this week, we will bring you a series of posts from our own Salesforce Social Playbook. Check back weekly for new entries and let us know your thoughts. To learn more about the goals and development of this playbook, check out our video story .
Marketers, educators, parents, it seems that almost anyone in the Generation X or Boomer demographic is scratching their heads trying to figure out Generation Y aka the Millennial. After all, it’s the first generation to seemingly possess digital prowess as part of their DNA. And, it’s the first generation to receive both a birth certificate and a social profile or presence upon delivery into this world.
The Connected Consumer Is King July/Aug 2012 Gregg Garrett T hroughout the last two decades many technologies have matured, making the promise of M2M (machine-to-machine) a reality. During this time, most industry meetings related to “connected devices” have focused on the ubiquitous network, the microcomputer/radios, and in recent years the cloud or big data.
How to Connect with The Hyper-Connected Consumer The hyper-connected consumer is an increasingly important demographic to the brand marketer. These people leverage their social networks for buying recommendations much more than others. In fact, it’s often the first place they go.
Peter Ferdinand Drucker has influenced a great deal of my thinking, particularly about management, about organisation, about organisations, about all of business. And about the customer. After all, there is no business without a customer. As Drucker famously said (on page 61 of his seminal work Management: Tasks: Responsibilities: Practices ): There is only one valid definition of business purpose: to create a customer . His italics, not mine.
I’ve been a long-time supporter of MediaTemple’s (MT)Residence program along with Gary Vaynerchuk, Neil Patel, and many others whom I respect. I wanted to share my “7 questions to answer to become a social business” with you here.. Social Media is pervasive and is becoming the new normal in corporate marketing. Brands who get this right are starting to build their own media networks rich with customer connections numbering in the millions.
For many IT managers the word “social” is associated with frivolity, but Peter Coffee, VP and Head of Platform Research at Salesforce.com believes that organisations should not think in terms of social versus serious, or social versus professional, but in terms of social versus anti-social. For some time, Salesforce.com has been pushing the idea of the “social enterprise,” and the company's CEO Marc Benioff has said that this will become a defining concept for the industry over the next few years. He pointed to the amount of time people spend on social networks such as Facebook, claiming that companies have to change the way they find and serve customers. Coffee explained that social enterprise means taking the things that make people's behaviour attractively social, and then automating, governing, auditing and scaling those behaviours, so that they can be done at enterprise scale.
Admit it. I had you with that headline. Have I finally flipped? What could possibly connect Neil Young and David Agus to the Social Enterprise , and related topics ? I could just say “Marc Benioff” , since he personally introduced me to all three.
Social media technologies have touched humanity in a primal way. You only need look at the adoption rates of Facebook and Twitter to realize that the web is indeed connecting human consciousness. At almost no cost we can connect with like minded tribes globally at scale and speed. We can share ideas and knowledge in words, images and with the virtual face to face technologies of online video that transcends time and place. Knowledge transfer is almost instantaneous. It is transforming humanity deeply at the personal and business levels.
In the late 20 th century, when the commercial internet was in its infancy, there was no end to the griping about “silos.” Back then silos referred to That Which Is Digital and That Which Is Not Digital. The gripe (from the digital side of the equation) was that the not-digital team got all the budget, and didn’t even accord the digitals a place at the table. So ingrained was the silo grudge that no one, but no one, grew to understand silos better than the digitals. In a scant decade, more digital silos emerged than you can shake a stick at: Search. Email.
One of the knottiest topics we’ve been discussing at Altimeter Group lately is the way media are converging. Back before the social web and the ability of consumers to share and publish their own content, there were pretty clear lines of demarcation: advertisements (paid), marketing collateral (owned) and press clips (earned). And the twain didn’t really meet. Today, that’s all changed.
When salesforce.com was founded 10 years ago we built our business around the website. The model was to generate traffic, figure out how to convert that traffic, and follow up with leads by phone or email. If we weren’t able to get a hold of our leads or if they weren’t ready to buy, we’d add them to our marketing email list. While this model is still important to our business, it feels very transactional. With the rise of social sites like Facebook, YouTube, and Twitter, the web has been become much more personal. Nowadays people expect high-quality, personalized content that adds immediate value to them.
The Salesforce Marketing Cloud Social Scorecard can help you determine how your company’s social media maturity benchmarks to other companies. While the result can be... Read More.
The Marketing Cloud Social Scorecard allows companies to benchmark their social media efforts against the Marketing Cloud Maturity Model across nine important categories. We’ll review the stages of each category one post at a time. Senior leaders are responsible for the vision of a company. Their level of understanding of social media sets the tone for how it will roll out and scale across an organization. The following four stages track social media maturity against senior executives’ awareness and activity. In his Dreamforce conversation, General Colin Powell stressed the importance of this awareness.
Staffing sets the tone for how social media is executed in any company. Many beginning social media programs are not driven through official channels, but are started by passionate individuals who make time in their schedules for these activities. Things like job descriptions, reporting structures, performance reviews and compensation plans cause others in the company to take new roles and activities seriously. As you plan your social media growth, make sure to meet with the Human Resources department so your social media skills can be considered in an official capacity. Every company is different in how they mature with regard to social media, but here the stages that generally apply to how companies staff for social media. Informal