Comments on: The most under-rated aspect of social media marketing http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/ Marketing. Social Media. Humanity. Wed, 08 Feb 2012 11:22:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Tweets that mention The most under-rated aspect of social media marketing -- Topsy.com http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/#comment-9400 Tweets that mention The most under-rated aspect of social media marketing -- Topsy.com Fri, 14 Jan 2011 10:04:02 +0000 http://businessesgrow.com/?p=2966#comment-9400 [...] This post was mentioned on Twitter by Steven Vincent, Steven Vincent. Steven Vincent said: Do you have an “in-the-moment #marketing strategy?” http://j.mp/exdKFo via @markwschaefer #socialmedia [...] [...] This post was mentioned on Twitter by Steven Vincent, Steven Vincent. Steven Vincent said: Do you have an “in-the-moment #marketing strategy?” http://j.mp/exdKFo via @markwschaefer #socialmedia [...]

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]]> By: Ron Hunter http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/#comment-9171 Ron Hunter Sun, 09 Jan 2011 23:57:00 +0000 http://businessesgrow.com/?p=2966#comment-9171 An excellent synopsis of the main issues effecting companies as they grapple with the NEW NEW THING. But it does surprise me how often I have seen this discussion play out only to lead to the same result: Most large incumbents sub-optimally implement the new thing, the visionary ones realize the opportunity to embrace a strategic change and new entrants enter with a disruptive bang. What I never understand is how so many miss the fact that this transition from a "command and control" to "sense and response" organizational structure and operation tempo has been occurring for at least the last 25 years ( at least that is when I started paying attention). With the decreasing cost in I.T. and the development of business technologies such as Balance Score Card, Six Sigma, JIT, Activity Based Costing, etc. the opportunity to capitalize on real time relationship management has never been better for those who see the big picture. The Social Web and Mobile Marketing are just another step in the long journey. An excellent synopsis of the main issues effecting companies as they grapple with the NEW NEW THING. But it does surprise me how often I have seen this discussion play out only to lead to the same result: Most large incumbents sub-optimally implement the new thing, the visionary ones realize the opportunity to embrace a strategic change and new entrants enter with a disruptive bang. What I never understand is how so many miss the fact that this transition from a “command and control” to “sense and response” organizational structure and operation tempo has been occurring for at least the last 25 years ( at least that is when I started paying attention). With the decreasing cost in I.T. and the development of business technologies such as Balance Score Card, Six Sigma, JIT, Activity Based Costing, etc. the opportunity to capitalize on real time relationship management has never been better for those who see the big picture. The Social Web and Mobile Marketing are just another step in the long journey.

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]]> By: Pete Healy http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/#comment-3950 Pete Healy Tue, 04 May 2010 02:28:37 +0000 http://businessesgrow.com/?p=2966#comment-3950 Great follow-up point from Dan re customer service being everyone's responsibility. That points to the value of *embedding* social media in functional parts of the business in the form of an sm pointperson integrated within those functional teams, from (conceivably) retail to R&D. This breaks from the typical org-chart approach of having a social media team in their own separate ghetto, largely isolated from actual interaction with customers; and while arguably difficult to implement and sustain, is much more likely to engage customers and build brand loyalty. Great follow-up point from Dan re customer service being everyone’s responsibility. That points to the value of *embedding* social media in functional parts of the business in the form of an sm pointperson integrated within those functional teams, from (conceivably) retail to R&D. This breaks from the typical org-chart approach of having a social media team in their own separate ghetto, largely isolated from actual interaction with customers; and while arguably difficult to implement and sustain, is much more likely to engage customers and build brand loyalty.

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]]> By: Mark http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/#comment-3591 Mark Thu, 08 Apr 2010 22:58:29 +0000 http://businessesgrow.com/?p=2966#comment-3591 @Dan Well said. @Dan Well said.

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]]> By: Dan Levine http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/#comment-3587 Dan Levine Thu, 08 Apr 2010 21:19:49 +0000 http://businessesgrow.com/?p=2966#comment-3587 @Mark -- Right on, I made it more complicated than it needs to be. But it's not *quite* so simple. I'll aim for a middle ground. I think customer service is everyone's responsibility. As such, it's slightly bigger than just Twitter & Facebook -- not only does it require monitoring all (many) social media outlets & empowering those folks to act, but it also means empowering your sales staff and store managers (or wherever business is transacted). I don't think you can do it in pieces -- that is, you can't just focus on empowering one part of the business to act. So it takes some organizational commitment to do it right, consistently and effectively. I agree when you say "company cultures will get it or they won't." I guess it's our job to help those businesses who aren't currently engaging their customers in real time to figure out how to make it a part of their culture. @Mark — Right on, I made it more complicated than it needs to be. But it’s not *quite* so simple. I’ll aim for a middle ground. I think customer service is everyone’s responsibility. As such, it’s slightly bigger than just Twitter & Facebook — not only does it require monitoring all (many) social media outlets & empowering those folks to act, but it also means empowering your sales staff and store managers (or wherever business is transacted). I don’t think you can do it in pieces — that is, you can’t just focus on empowering one part of the business to act. So it takes some organizational commitment to do it right, consistently and effectively. I agree when you say “company cultures will get it or they won’t.” I guess it’s our job to help those businesses who aren’t currently engaging their customers in real time to figure out how to make it a part of their culture.

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]]> By: Mark http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/#comment-3585 Mark Thu, 08 Apr 2010 20:56:13 +0000 http://businessesgrow.com/?p=2966#comment-3585 @Dan -- You're right of course, as usual, but I guess i don't see it as quite so complicated. First, I think most company cultures will get or they won't. You're not going to really change a company culture because of Twitter or a Facebook page, at least not a large one. And second, the change does not necessarily have to be company-wide. It can simply be enabling a small group of folks who are responsible for monitoring and responding to opportunities. That seems a lot more doable to me than tackling an entire company culture. @Dan — You’re right of course, as usual, but I guess i don’t see it as quite so complicated.

First, I think most company cultures will get or they won’t. You’re not going to really change a company culture because of Twitter or a Facebook page, at least not a large one.

And second, the change does not necessarily have to be company-wide. It can simply be enabling a small group of folks who are responsible for monitoring and responding to opportunities. That seems a lot more doable to me than tackling an entire company culture.

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]]> By: Dan Levine http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/#comment-3584 Dan Levine Thu, 08 Apr 2010 20:40:51 +0000 http://businessesgrow.com/?p=2966#comment-3584 Mark, great point. Problem is, for many Social Media is still very new and we're asking these folks to make enormous changes to their business model and their way of thinking. Change takes time and a whole lot of cooperation from the entire organization. And we're talking about an enormous departure from traditional marketing & customer service. CEO's or CMO's can try and mandate change from the top but we know that in order to be successful they'll need to get buy-in from the entire organization. So I think what we should be asking is: what can we do to help folks ease into this new model and begin to engage in these important conversations within their organizations? How can we help them begin the change process? Dan @schoolmarketer Mark, great point. Problem is, for many Social Media is still very new and we’re asking these folks to make enormous changes to their business model and their way of thinking. Change takes time and a whole lot of cooperation from the entire organization. And we’re talking about an enormous departure from traditional marketing & customer service. CEO’s or CMO’s can try and mandate change from the top but we know that in order to be successful they’ll need to get buy-in from the entire organization. So I think what we should be asking is: what can we do to help folks ease into this new model and begin to engage in these important conversations within their organizations? How can we help them begin the change process?

Dan
@schoolmarketer

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]]> By: Mark http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/#comment-3583 Mark Thu, 08 Apr 2010 20:29:19 +0000 http://businessesgrow.com/?p=2966#comment-3583 @Prince -- An exceptional idea. So nice to hear from you! @Heather -- I did see that article, and here is a link so that other people can see it too: http://www.savvyb2bmarketing.com/blog/entry/545181/the-positively-true-story-of-how-facebook-saved-a-sprint-customer Thanks so much for adding that great story to the dialogue, Heather! @Prince — An exceptional idea. So nice to hear from you!

@Heather — I did see that article, and here is a link so that other people can see it too:

http://www.savvyb2bmarketing.com/blog/entry/545181/the-positively-true-story-of-how-facebook-saved-a-sprint-customer

Thanks so much for adding that great story to the dialogue, Heather!

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]]> By: Heather Rubesch http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/#comment-3582 Heather Rubesch Thu, 08 Apr 2010 20:11:19 +0000 http://businessesgrow.com/?p=2966#comment-3582 Mark - not sure if you caught my post last month but I had an actual complaint I made about Sprint on a friend Facebook page caught by Sprint and acted upon. Then a Director followed up with me afterwards to make sure I was completely satisfied. As someone who blogs and advocates about the power of social media it was very interesting to have it flipped around and be on the customer. I really wasn't trying to get attention to my issue by making a snarky comment on Facebook but I am so so so very glad they fixed my phone! Mark – not sure if you caught my post last month but I had an actual complaint I made about Sprint on a friend Facebook page caught by Sprint and acted upon. Then a Director followed up with me afterwards to make sure I was completely satisfied. As someone who blogs and advocates about the power of social media it was very interesting to have it flipped around and be on the customer. I really wasn’t trying to get attention to my issue by making a snarky comment on Facebook but I am so so so very glad they fixed my phone!

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]]> By: Prince http://www.businessesgrow.com/2010/03/18/are-you-leveraging-in-the-moment-marketing/#comment-3581 Prince Thu, 08 Apr 2010 19:52:52 +0000 http://businessesgrow.com/?p=2966#comment-3581 Brilliant points, Mark! Some of the best practices cited included having 2 policies - one for those intimately engaged with the social web, and one for All employees. This potentially solves the issue of scalability, by allowing every employee to become an early warning/opportunity signal, who can route feedback/comment to the appropriate department (customer service, PR, market research, IT, HR etc). The key will be to encourage personal brand building within the confines of company goals, and objectives. Cheers, Prince Brilliant points, Mark!

Some of the best practices cited included having 2 policies – one for those intimately engaged with the social web, and one for All employees. This potentially solves the issue of scalability, by allowing every employee to become an early warning/opportunity signal, who can route feedback/comment to the appropriate department (customer service, PR, market research, IT, HR etc). The key will be to encourage personal brand building within the confines of company goals, and objectives.

Cheers,
Prince

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