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23Dec/110

Altimeter: the average corporate Social Media Team consists of 11 members

Altimeter’s recent survey to 144 global national corporations with over 1000 employees has some interesting insights on how today’s social media teams structured.
They found a trend of four key groups within these teams:

  1. Leadership team, focused on leadership, vision, the overall program ROI, and driving business results.
  2. Business Unit Facing team, helping multiple business units get on board.
  3. Marketing Facing, focused on customer interaction, but shifting towards advocacy or enabling customers to respond to each other.
  4. Program Management: developers and analysts who conduct reporting and brand monitoring programs.

Data: Composition of a Corporate Social Media Team

Further reading:

3Oct/110

Research: Driving word of mouth is key reason for social media efforts

Microsoft Advertising just published the results of a survey with 700 major corporation on their use of social media.

What is the most important reason for these companies to invest time, money and resources in social media?

  • 27% Word of Mouth
  • 26% Brand considerations
  • 21% Direct Response
  • 18% CRM
  • 6% ‘inbound’ or ‘listening’

What does "Word of mouth" mean?
For the purposes of this study, it means three things:

  1. Identifying and reaching influencers
  2. Generating word-of-mouth, or conversations about brand, products, or deals
  3. Rebroadcasting word of mouth to target audience

Leading social media marketers, however, believe that almost two thirds of the ‘word of mouth’ they work so hard to generate doesn’t reach their target audience.

There are also significant challenges to be solved in driving ‘word of mouth’ and managing social communities. Specifically, many social marketers face challenges in

  • making sure their communities are target appropriate
  • getting new fans and followers
  • preventing churn
Filed under: Definitions, KPIs, Report, Social CRM No Comments
10Jul/111

Social presence is becoming a critical aspect of job search

From HOW TO: Spruce Up a Boring Resume [INFOGRAPHIC] @ mashable.com:

Social networks can help or hinder your chances of getting a job or getting into the college or education program best suited for your career. The wrong image in social media can torpedo an otherwise stellar resume.

 

Filed under: HR, Infograph, LinkedIn, Presence 1 Comment
29Jun/110

5 innovations that will make the web smarter and more social

IEEE Spectrum has just released a special report on the battle for the future of the social Web. One of the must-reads from this report is 5 Technologies That Will Shape the Web:

  1. The Mobile Web Will Be a Smarter Web: "The powerful blend of mobile and social capabilities will inspire new products and services and become the foundation for new ways to work, shop, and entertain ourselves. The key element propelling this transformation? Context." Examples: Facebook Places, Google Latitude, Foursquare, Gowalla.
  2. Video Is Poised to Inundate the Web: "the Web is enhancing the social nature of video. We love to talk about what we watch—some people now tweet in front of the TV during shows and sports—and we love to recommend things to one another." Example: Facebook's streaming movies for rent offer, starting with The Dark Knight in March.
  3. Everyday Objects Will Join Our Social Networks: "the Internet of Things is finally taking shape, thanks to ever cheaper electronics, improvements in wireless technologies, and the availability of DIY electronics like the Arduino, a popular open-source microcontroller."
  4. Web Data Will Explode, and That's a Good Thing: "A large fraction of today's data consists of Web pages that companies like Google can crawl, process, and present to users when needed. In the future, however, users will consume and produce ever more data in near real time. The new data will come in great part from the social Web." Examples: Google MapReduce, Cloudera.
  5. Voice and Gestures Will Change Human-Computer Interaction: "Experts say the latest innovations in natural interfaces provide a glimpse of a fast-approaching future in which people will interact with the Web very differently—not only by typing and touching but also by talking and gesticulating before our devices." Example: Microsoft Kinect.
    6. Filed under: Innovation, Social No Comments
21Jun/110

Impact of social media in the workplace

Content creators Red Sky Vision, and change consultancy Able and How recently co-produced Social Media @ Work. This 15-minute video highlights the impact that social media is having in the workplace.

Social Media @ Work from Red Sky Vision on Vimeo.

From the press release (.pdf):

“A significant 74%* of business social media users believe that the technology has blurred the lines between internal and external communication. Therefore, it’s important for companies and their staff to be able to reconcile what happens inside the organisation with to what happens everywhere else.
Only then will executives be able to recognise the changes taking place and begin to act on them,” said David Ferrabee, Managing Director, Able and How.

Businesses that fail to adopt strategies for social media run the risk of missing tangible economic benefits that such technologies can bring through engaging with individuals both inside and outside the workplace.

Filed under: Innovation, Video No Comments
25May/110

17 Social CRM Applications

In my talk yesterday at Stichting Marketing's Social CRM Seminar I focused on a number of social crm tools for small projects and teams. The tools I mentioned were:

  1. Gist
  2. Flowtown
  3. Qwerly (which is really a Data API)
Social CRM on a shoestring
View more presentations from Clo Willaerts

Informationweek.com recently published a list of 14 Leading Social CRM Applications:

Social CRM is a double-edged sword. It gives businesses a tremendous opportunity to easily communicate with consumers, rapidly answering questions and responding to concerns. But it also gives companies more chances to slip-up or to be perceived as being unresponsive or uncaring. That is why a growing number of organizations are stepping beyond the confines of traditional customer relationship management and incorporating social media into the next wave of CRM implementation.

  1. Oracle Siebel CRM
  2. Salesforce.com
  3. SAP CRM
  4. Lithium Social Customer Suite
  5. RightNow CX For Facebook
  6. Microsoft Dynamics CRM 2011
  7. NetSuite CRM+
  8. Sage SalesLogix Cloud CRM
  9. Zoho CRM
  10. Jive Engage
  11. Batchbook CRM
  12. SugarCRM
  13. Parature For Facebook
  14. Nimble Contact

Any other missing from this list?

Filed under: Presentations, Social CRM, Speaking assignments No Comments
26Apr/111

Social CRM: not just for Customer Relations department

Traditional CRM is based around information that companies could collect on their customers and then input into a CRM system that allows them to better target various customers.

Social CRM is a philosophy and business strategy designed to engage the customer in a mutually beneficial relationship. It's supported by social technology, business rules, workflow and processes.

Social CRM's key changes:

  1. CR Department
    In most organisations today, the Customer Relations department will play a bigger role by taking charge of the brand's social presence, while handling customer engagement online.
  2. Advocacy and Experience
    Rather than sending passive messages to customers, incorporate them into the system as advocates. Now, there is collaboration amongst both parties to solve business problems.

More where this came from:

Filed under: Customer care, Definitions, Infograph, Innovation, Social CRM 1 Comment
25Mar/110

Innovation is the real ROI of social media

If your company is serious about introducing a social dimension to its activities, this dimension must be embraced by every department and embedded within the company culture as a whole. This means that everyone in the organisation at every level of the organisational structure must change the way they work. But the good news is that the companies which make the effort will soon be able to discover the real return on investment of social media: innovation.

Below are the slides I used during my "Social media drives innovation" talk at Sanoma Magazines Belgium - including some examples from within the company itself.

Social media drives innovation
View more presentations from Clo Willaerts

Filed under: Innovation No Comments
6Mar/111

Who owns social media?

If your company is serious about introducing a social dimension to its activities, this dimension must be embraced by every department
and embedded within the company culture as a whole. This means that everyone in the organisation at every level of the organisational
structure must change the way they work.

From Report: Brands Pursue the Social Consumer by Brian Solis:

While who owns social media may be the wrong question to ask, social media for the time being, appears to live in one primary department. Over time however, social media will extend the capacity of any business unit or division affected by outside behavior. When asked which departments are currently involved in social media 90 percent of participants pointed to marketing. Public relations followed with 64 percent. Sales showed a strong presence with 46 percent and customer service also made the list with a solid 39 percent. I found it interesting that investor relations made an official appearance the list. Even with 8 percent, it’s a telling sign of things to come.

Filed under: Innovation 1 Comment
9Feb/110

B2B case: Getronics’ New World of Work

In January 2011, GeTronics BeLux launched their NWOW campaign with a textbook mix of social media channels and tacts. NWOW stands for New World of Work.

But what exactly does Getronics do? I asked Peter Vanwelkenhuysen, Chairman of the Innovation Board at Getronics Belgium SA/NV.

Peter Vanwelkenhuysen: Getronics is THE ICT Workspace company.
Expert in workspace management services, connectivity, datacenters, and consultancy, Getronics helps organizations and its employees to improve performance. To do this, Getronics has a complete portfolio of integrated ICT services for the large enterprise market.

How does Getronics use social media?

Vanwelkenhuysen: Social media is part of the Getronics Marketing Communication mix. We integrate social media platforms in our campaigns to extend our audience and to create traffic towards our corporate website and campaign websites.
Social media is also used by HR/Talent Management to attract young potential.
Social media is also used internally as we use already wikis and blogs internally and will roll our own internal social network ‘Connect’ next month February.
And finally, social media is also used to monitor the Getronics brand experience.
All of these are in an early stadium and will be part of a more formal social media strategy policy and plan, that is in preparation (closely aligned with the one of Getronics Corporate).

One of the first visible aspects of this social media strategy is the @GetronicsBelux Twitter account.

Vanwelkenhuysen: Getronics Belux is using the Twitter account to communicate with her customers, partners, suppliers and friends. We monitor our campaigns and Getronicsbelux related tweets and try to respond or assist where possible.

Speaking of campaigns: What exactly is Getronics' New World of Work campaign about and how did you use social media to launch it?
Vanwelkenhuysen: In short, NWOW is flexibility while you work. It doesn’t matter where and when it happens – performance is everything. The basis of this concept? Managers who trust their employees to go out and get results, and a workforce that holds itself accountable for what it does.
The NWOW campaign uses a specific Linkedin group and Facebook page to build and inform a community about or discuss around The New World or Work.
New blog posts, videos, announcements, press releases, polls or any news about NWOW are communicated via twitter and the facebook and linkedin communities.
Our objective is to improve our (brand) visibility, confirm our thought leadership in NWOW, inform companies and individuals and encourage talent to work at Getronics.

Filed under: Case, Conversation, HR No Comments
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