Does the path to transforming your organization into a social business seem overwhelming? Then put the challenge in perspective: Facebook has 845 million active monthly users. If you could connect with even a fraction of them every day, how might that improve your business’s bottom line?
Apply The Social Business Framework
To help organizations “get social,” we here at Innoveer have created a five-part Social Business Framework, which identifies the business opportunities and best practices associated with using:
Use our framework to identify the social opportunities that offer the biggest upsides for your business. Because it probably goes without saying that every organization already lives in the social spotlight. Run with it and capitalize on social networks, or face the consequences, (competitively speaking).
Identify Social Opportunities
When it comes to overlaying social capabilities onto CRM programs, however, many marketing, sales and service executives ask us what they should do first.
Catalog: Review your business’s current approach to social CRM (if it has one), including any/all ad hoc efforts
Compare: Study how your competitors are using social CRM
Listen: Employ a social monitoring tool such as Radian6 to scan and monitor the social universe, relative to your company and brands
Improve: Review Innoveer’s Social Business Framework to identify the biggest opportunities (and when practiced by your competitors, threats) to your business
Create A Social Playbook
Once you’ve identified new social media opportunities for your business, it’s time to put them into practice. That’s where a social playbook will come in handy. This playbook should identify the steps your business will take, and detail a related plan — focusing on high-return, low-investment opportunities first — for getting social.
But not all social business plans start from scratch. Notably, Innoveer worked with a major high-technology firm to catalog the social plans and strategies for its 15 different divisions, so that the business could consolidate all of those approaches to maximize brand exposure.
Reviewing the social landscape won’t be a static exercise, as the state of the art continues to improve. For example, one of Innoveer’s health insurance customers is taking a hard look at handling inbound cases via Facebook and Twitter. While that’s not yet the norm, within two years, expect it to be de rigueur. The question, as with so many aspects of social CRM and customer experience, isn’t if you should jump, but when you will.
Think social business plans are just for major players, like Disney and Ford? Think again. In the early days of websites, if your business didn’t exist online, people soon began to think it didn’t exist at all. Same goes for social networks.
To help organizations identify the most direct path to becoming a social business, Innoveer offers social business workshops to enable senior managers and managers alike to understand the social-related opportunities and threats they face — in other words, their social landscape. The next step? Create a social playbook, which targets the biggest social-related business benefits via a rapid-action plan.
Adam is a leader in CRM vision, strategy and operations, and he helps companies worldwide achieve business objectives through his CRM experience and expertise. Adam helped build, grow and manage numerous successful technology firms, including CRM consulting firm Innoveer Solutions (now part of Cloud Sherpas), Internet consulting firm C-bridge Internet Solutions and middleware software development firm Open Environment Corporation.
[Recorded Sept 26] Traditional Voice of Customer surveys have a blind spot to real-time feedback on social media and call center interactions. Learn how progressive companies are mining Big Data to improve the customer experience, reduce churn and even boost agent selling.