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"As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways."

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"
« La philosophie d’IBM, c’est que les 460 000 IBMers dans le monde représentent l’entreprise et la marque. L’ecosystème a changé, le brand appartient aux clients et aux employés et on accepte de perdre le contrôle » "

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"It's rare to find a corporate human resources function that accelerates change by actively finding ways to help drive new strategies. Most HR groups sit back and wait for requests from the business for administrative people transactions. In their role of stewards of policy compliance, they can tend to be a brake on change.

But not at IBM. Its HR function has been instrumental in the $100 billion company's metamorphosis from a floundering computer manufacturer in the 1990s to a prosperous software and consulting services company today. HR has helped the organization absorb more than 125 acquisitions since 2000, and integrate globally, saving $6 billion since 2005."

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"En septembre 2011, Jean-Bernard Levy, PDG du groupe français de communication et de divertissement Vivendi, s’est lancé dans l’aventure des réseaux sociaux en ouvrant un blog personnel. Bien qu’il soit oint de la bénédiction corporate de l’entreprise, l’initiative n’en est pas moins intéressante puisqu’aucun de ses homologues du CAC 40 n’a jamais accompli jusqu’à aujourd’hui la moindre incursion dans la blogosphère."

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"Basically, brands and businesses need, as Brito suggests, to be aligned in order for the enterprise to be successful.

Complicating this need for alignment, unfortunately, is the complexity involved in aligning the processes, technologies, and governance practices associated with communication and collaboration. As Brito points out in his piece, the “siloing” we see in traditional organizations poses a challenge to such alignment."

alignment governance processes complexity brand

"En lisant le très bon (et assez courageux) billet de Laurent, je me suis interrogé sur les freins à l’évolution rapide de la pensée dans les entreprises. Est-ce que la raison se trouve dans le déficit de confiance que les annonceurs portent à des consultants externes qui manquent trop souvent d’humilité, de crédibilité et surtout de compétences marketing suffisantes pour intégrer les enjeux des media sociaux dans les disciplines fondamentales ? Ce déficit conduirait-il à s’intéresser de façon obsessionnelle à un sujet secondaire : le ROI ?"

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"En France, un nombre important de cadres n'envisage pas encore d'utiliser les réseaux sociaux pour vendre et communiquer. S'ils le font, cela doit être pour créer un esprit d'appartenance à leur marque. "

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Les consommateurs attendent aujourd'hui des entreprises qu'elles s'adressent à eux par le biais des médias sociaux. Or, si pratiquement toutes ont déjà tenté d'être présentes sur ces médias, les entreprises ne le font encore que de façon "artisanale" et autonome, pour répondre aux questions et aux réclamations des consommateurs. A défaut de mettre en place une stratégie de médias sociaux à l'échelle de l'entreprise et parce qu'elles ne se portent au devant du consommateur que service par service, les entreprises déçoivent le consommateur, ce qui décrédibilise leur marque et compromet la fidélité escomptée.

alcatellucent customercare customerservice marketing socialmedia reputation brand

"Some refer to this position as a Chief Social Media Officer. I don’t think the social business evangelist necessarily needs a specific title, but I do believe the person to shepherd social business possesses five characteristics.

* Passion for the business
* Appreciation for the organization’s cultural heritage
* Limitless determination and stamina
* Ability to influence
* Skills to maneuver the political landscape"

socialmedia chiefsocialmediaofficer influence evangelization evangelist business brand

"Are you exploring how to create a social media strategy for your company? Are you looking for a company to benchmark? One you might consider looking at first is Intel Corporation.

We have been following the journey taken by Bryan Rhoads, Senior Digital Strategist at Intel whose job title is our pick
for one of this year's coolest. Rhoads starts by explaining the Intel journey: "

intel socialmedia strategy casestudies guidelines collaboration brand adoption training

"Came across this wonderful preso on Social CRM that highlights importance of Social CRM and talks about experiences gained from being an early adopter in this area. I like slide 34 and 35 that focuses on pitfalls and success."

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"Indeed, Social Media is not limited to B2C applications, its impact and effects are actively measured and felt in B2B as well as government, education, military, and other prominent verticals. As decision makers take to the social web, their research, activity, communication, and most importantly, their relationships only intensify over time."

socialmedia B2B facebook twitter socialnetworks ROI engagement brand attention socialcrm b2C

"Although the concepts may be simple, there are plenty of reasons brands are not effectively starting conversations -- from incomplete strategies to limitations in technology. There is more to offer here in terms specifics on these limitations - and more importantly, solutions helping companies address to them... "

conversations leadership brand communication strategy socialmedia maturitymodel

"Social CRM is the business strategy of engaging customers through Social Media for building trust and brand loyalty."

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"Given the extreme popularity of our Social Media Strategy Framework, we decided to translate it into other languages. The translations have been serialized on my blog over the last couple of weeks, and here they are compiled into a single post."

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"The discussion around Social CRM is entering a phase whereby we are trying to move away from turning around in circles about semantics, towards a more practical and pragmatic approach that businesses can identify with so as to consider implementing it. I won’t deal with CRM Vendors here, as Social CRM can be seen as an extension to CRM. As a primer on SCRM I suggest you look at Bill Band’s article on Customer Think. The main idea that we all do agree upon is that we need to become customer-centric in order to respond to their changing needs and expectations, and this may have some major ramifications on the way we organise our businesses."

socialcrm socialmedia marketing socialmarketing socialmediamarketing brand communities ideation feedback insourcing

Salesforce launches a new set of social apps that make CRM connected to the social web. So what does it mean?

Salesforce’s Twitter integration and application launch helps brands monitor what’s being said. Yet despite the fanfare, the application lacks a pre-determined way to identify the profiles of Twitter profiles and primary keys within the CRM database. Secondly, the system doesn’t provide a default setting to prioritize the influence (such as more followers) vs a profile with few followers –limiting the ability for brands to prioritize their support offerings.

crm socialcrm salesforce twitter socialweb brand technology process strategy change

Consider this a supplement to my latest report on “How Companies Should Organize for Social Computing“. I continue to get questions from clients, and have spent time with more large brands are connecting with customers. Diving in further, I’ve noticed that there are three ways that companies allow employees to participate. Update: On a related note, I gave my thoughts to CNBC about the roles of social within corporations.

socialmedia socialweb employees brand culture policies