- Brand Engagement – The Lee Valley Tools Experience
- The Marketing Technology Landscape
- The CMO Dilemma continues: IBM’s 2011 Global CMO Study
- The Zettabyte Era: A Brave New World of Devices
- Cisco: Bigger than Big Data – Exadata
- The Digital & Social Era: Unlocking Brand Value in a Nanosecond
- Social Media: A “Head in the Sand” Moment
- Social Media: Where Does It Belong?
- Media Integration: The Tradigital Mix
- The ROI on Social Media: Time to bring in an accounting framework
Error: Twitter did not respond. Please wait a few minutes and refresh this page.
February 2020 M T W T F S S « May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29
The Archived Posts
- May 2012 (1)
- October 2011 (2)
- September 2011 (2)
- June 2011 (1)
- May 2011 (2)
- April 2011 (1)
- March 2011 (1)
- February 2011 (2)
- December 2010 (1)
- November 2010 (2)
- October 2010 (2)
- September 2010 (2)
- August 2010 (5)
- July 2010 (2)
- June 2010 (2)
- May 2010 (3)
- April 2010 (4)
- March 2010 (4)
- February 2010 (11)
- January 2010 (5)
- December 2009 (6)
- November 2009 (7)
- October 2009 (2)
The Search Engine
4ScreensCRM in the CloudACA Accountability Advertisers Agency Networks algorithms AMA Association of Canadian Advertisers automotive Banking benchmarking brand experience Branding brand promise Brooks Brothers business intelligence Business process Campaigns Cisco CMO CMO Dilemma Coke Communispace communities consumers corporate responsibility Crest CRM Crowdsourcing culture customer-centric Customer Lifetime Value customer service Digital Media earned media engagement Experience engineering Facebook Ford Forrester forums freemium Galaxy of Media choices Hasbro IBM Internet marketing Marketing Research Marriott media Mobile owned media Owned Platforms paid media positioning pricing private label Procter & Gamble Procter&Gamble Public Relations QR Codes real time Retail SAP segmentation Social Media social media monitoring Social Media Networks strategy Television Tide Toyota Twitter Value Management WOM WPP
Category Archives: B2B Marketing
The Seven Habits of Highly Successful Social Media Practitioners – Seeing Your Way Through ‘The Cloud’
Posted on November 5, 2009
It’s clearly with respect to Steven Covey’s framework for managing one’s career – The 7 Habits of Highly Successful People that is the focus of this post. You might recall the four quadrants, notably, Covey’s observation that many of us spend too much time with “busy work” and not enough time practicing principle #2 – “beginning with the end in mind”. So here goes:
1. Let’s start with what really matters the most: get out of the Social Media cloud. Online customer conversations about your brand, viral marketing campaigns, and digital media are simply technologies and processes that enable customer to company relationships. This new medium of the Internet adds tremendous complexity to the existing brand ecosystem and requires an informed approach, not rose colored glasses.
2. Understand whether or not your brand or your company should undertake a business strategy that includes the digital medium as a key element of its operations. Bear in mind, for instance, that digital ad spend is a very small slice of a very large pie dominated by broadcast television and other conventional media platforms that work very effectively in building brand awareness and influencing customer behaviour.
3. Take stock of what the company is currently doing about the way in which customer relationships are managed. Begin by understanding whether or not you operate in a B2B, B2C environment and the extent to which your brand and customers are right for a new initiative. For example, if your company sells industrial transformers vs. shampoo how ‘close to the customer’ do you get now?
4. Consider the culture – is your company already ‘customer-centric’? Does the company’s leadership openly discuss the importance of customer relationships? Does the company capture, use and share customer information across the enterprise to make improvements? If not, you’re going to be starting from ground zero, with a low likelihood of any measureable success.
5. Benchmark with other companies that have decided to leverage online customer conversations – what worked, what did not and why? Stay away from self-styled consultants and “social media” experts. The online environment is too nascent for anyone to be a legitimate expert – technologies and applications are in such a state of flux, major changes can take place, in a very short period of time relegating new tools to the trash bin of technological rust buckets.
6. Understand how much, if anything, is being said about your company or brand. Set up some online conversation monitoring and test out the extent of and quality of online conversation at a basic level, over 3 months. Try a 3-4 monitoring vendors and see if they come up with comparable results based on the same research objectives. Moreover, make sure they have the right capabilities such as separating real conversations from spam, shills, hate groups and imposters (14 year old posting about $60,000 BMWs).
7. Timing is everything. Is your company, winning or losing market share? Does your company have a winning value proposition? Are current product offerings outdated, service delivery faltering and value delivery weak? If so, the ‘wisdom of mobs’ might take your company down an accelerated slippery slope and discourage the organization from re-inventing and undertaking transformational change.
As you can see, these 7 habits are not really about diving into the deep end of the “Social Media” pool. On the contrary, this is really about not getting caught up in the current “cycle of hype” and taking a clear, rational and informed approach to customer relationship management in a digital world. The notion of engaging in customer conversations is as old as the days when commerce was conducted in the village square, so listen and learn, then get into action. – Ted Morris ©4ScreensMedia www.twitter.com/morristed