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Online, we often talk about listening to our customers on social channels to help make content decisions in marketing. Moving to a fully integrated marketing picture for enterprise, using social media to compliment traditional market and product development research only makes sense. The very nature of uncontrolled conversations empowers customers to communicate and yield unthought-of insights and new product directions.

However, most companies are still at the basic point of simply making Facebook and Twitter work, much less mastering content for marketing or social web-wide conversations. In fact, last autumn’s Global CMO Study from IBM confirmed that most enterprises just aren't there yet."

socialdata productdevelopment productdesign design listening data marketing customerinsight

"Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. Instead, potential customers interact with each other, bypassing sanitized corporate messages devoid of meaning or value.

Meanwhile, employees increasingly look beyond compensation to non-monetary factors such as advancement, recognition, and corporate social responsibility in choosing where to work. And with the retirement of the Baby Boomers looming, attracting, retaining, and growing the next generation of leaders is an essential task for any organization."

marketing humanresources values culture community context stakeholders employees engagement

"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."

socialmedia marketing sales customerrelationship crisis crisismanagement brand brandawareness

marketing serviceeconomy value

"What Really Replaces Marketing (Madness)
Here’s my take on What Really Replaces Marketing (Madness). I will do so following the story line of my recent Guest Lecture for the Marketing faculty, headed by Peter Verhoef, of the University of Groningen (The Netherlands). The guest lecture was titled: Marketing Leadership in age of Service."

marketing service customersupport customers communities engagement partnership metrics value serviceeconomy

"gone are the days where Customer Support is done just via phone calls, email and discussion forums. Today people expect real-time, engaging experiences with brands on social networks like Facebook and Twitter. When they post they want answers, and if they don't get them they may lose interest in the brand. "

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John Battelle, the founder and executive chairman of Federated Media Publishing, explains in this interview what it means to understand content not as a constellation of sites, but as a system of conversations – and looks at the implications for marketers. "

economy conversation conversationeconomy engagement marketing socialmedia metrics kpi

"Indeed: the marketing organization has put social media technologies to work with very visible effect.

But we need to break out social media and talk about more than marketing and technology. Instead, we need to talk about what social media enables: the ability to collaborate in new ways — which is particularly important for business leaders interested in creating more collaborative, innovative, and engaging organizations. "

socialmedia marketing collaboration socialorganization socialbusiness enterprise2.0 businessprocess

"l est traditionnel de cataloguer Internet dans la catégorie des médias. Après la radio, la télévision, les journaux, voici maintenant Internet. Même le grand McLuhan a écrit, avec une vision extraordinaire: «Nous allons passer d'une civilisation de médias chauds et de spectateurs froids à une civilisation de médias froids et de spectateurs chauds.» Et ce à une époque où Internet n'existait que sur le papier. L'expression actuelle de «médias sociaux» ne fait que renforcer cette idée."

internet socialmedia interaction society interactionsociety web neutrality marketing massmarketing complexity knowledge

enterprise20 socialbusiness socialcustomer engagement roi metrics marketing

"During his keynote presentation today, Oracle CEO Larry Ellison announced Oracle Social Network, an enterprise collaboration and social networking tool for business."

socialsoftware enterprisesocialsoftware socialnetwork Oracle OracleSocialNetwork collaboration sales marketing hr

"This year, leaders of all kinds face a single, critical challenge: building 21st century organizations that yield new sources of advantage, powered by new rules of management.

Here's why - and how to get started.

Tomorrow will not be like yesterday. This is no mere recession: it's a tectonic global shift in savings, consumption, and investment. Today's macropocalypse is a rupture in the global economic fabric - and the next half-decade will be spent reweaving it. It is not a temporary departure from business as usual, an illness - it is a structural transformation, a lasting change. "

economics management marketing innovation recession crisis production businessmodel

""No one here is hounding me for the ROI".



That’s the last sentence in "(Like) + (Retweet) = $$$?" an article from the July issue of FastCompany. The article is about the ROI of social media; from Likes, to Tweets, to contests to Social Business Software.



Here’s what I have to say about that quote: YIKES!



The article includes quotes from senior marketing executives from Audi, Home Depot and Sephora (who provided the one above), saying in essence that they have no idea about the value of their company's social media activities and investments. Worse yet, these executives indicate that no one is really asking them to demonstrate the ROI."

socialmedia ROI marketing business goals indicators costs socialbusiness enterprise2.0 valuecreation

"In other words, we are at a point where businesses are going to have to start thinking about how they can accelerate their response to the changes going on because the changes are going on whether or not the business responds at all or quick enough.

So, two things. What are the changes I’m talking about and how did it manifest itself at the conference."

enterprise2.0 socialbusiness socialcrm customer marketing

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La migration vers l'entreprise 2.0 correspond à la capacité pour l'entreprise a avoir des salariés pouvant engager la conversation avec les consommateurs, suivre les discussions sur les réseaux et y produire du contenu. L'enjeu de l'entreprise 2.0 va bien sût au delà de cette capacité puisque l'entreprise elle même modifie son fonctionnement interne en ajoutant la collaboration à des processus parfois très (trop ?) structurés et en mobilisant son intelligence collective."

enterprise2.0 collaboration processes customer customercare marketing

"Social CRM, he said, is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics. It is designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. "

socialcrm crm customer listening sales customerservice marketing

"What that means for IBM in 2011 is that this year they’ve decided to fully embrace social business - and to not only eat their own dogfood but to breed their own dogs. That’s the level of their commitment. (BTW, IBMer Jen Okimoto, whose tweets are her own saw me tweet this and returned a nicer image -”Prefer to think of it as we drink our own wine, and we’re creating/mentoring our own vintners and wine lovers.” You’re all welcome to invent your own imagery here. Heh. Heh.). Their level of commitment is astounding and potentially game changing.

Why?

Because a $100 billion company is driving all their resources into transforming their company into a social business. They aren’t just selling it, they’re doing it and evangelizing it and marshalling whatever they have to so that it will be globally hugged.

"

IBM enterprise2.0 socialbusiness enterprisesocialsoftware software vendors socialcrm humanresources operations ls11 lotusphere2011 jam innovation innovationjam sales marketing communication

"What is "gamification" from an economic perspective? As I've noted for several years now, the future of strategy is about learning to leverage markets, networks, and communities. The unwieldy term "gamification" is a case in points: it's about making markets in stuff, to unleash competitive dynamics. When I compete for a badge, medal, rank, or prize, I'm essentially bidding with my time, effort, and energy for a scarce resource. So think of gamification as making demand-side metamarkets: markets not just for products and services, but for prices, discounts, relationships, information, and more, that shape the value of products and services."

gamification games marketing market productivity significance

"“How will we measure success?”

It’s a question we get a lot as we help clients design social business strategies. In our experience, there are few companies that aren’t trying to connect the dots between their social efforts and results. It’s not 2008 anymore where marketers can secure budget for social initiatives because “everyone else is doing it,” or “but, we’ll be left in dust!” CMOs want to know exactly what return they are getting for their media spend, just as they do after any other media buy."

marketing socialmedia measurement ROI indicators success

"As airlines become more active in this sphere, we attempt to answer a crucial question: Has social media truly benefited any airline? If so, how? To answer this question, we put together a series of case studies. In this set of six case studies, top executives from airlines such as Qantas, Volaris, airBaltic, Alaska Airlines, JetBlue, and of course, Southwest, talk about how their social media strategies are pushing their airlines into the next era."

airlines socialmedia casestudies branding web2.0 marketing