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Transcript of Social Engagement
Functions are disconnected -- in silos
Marketing and customer support through traditional channels
Ambivalent to online conversations about the brand
Lots of dabbling in social media channels
Monitoring conversations in silos
Lots of customer data with no connection
Empowered team run by a proven leader
Focused effort on training and education
Baseline framework for metrics
Consolidation of tools
Central team still exists, but more work pushed to business units
Employees engaged and competent
Systems and tools are optimized
Executives are brought in
A JOURNEY IN FIVE STAGES
Bring products and services to market more quickly with built-in demand
Manage risk and fiduciary responsibilities better, despite the uncertain times
Differentiate on something other than price
Get and retain the best talent
Have more efficient research, development, marketing, and support operations
Breakthrough business results -- increased revenue and loyalty
Entire employee base has 360 view of the customer, can anticipate needs
Customer engagement is part of the company DNA
Brand dashboard ties to revenue
Ideal mix of brand advocates (breadth and depth)
Senior executives are leading with customer engagement
"I trust you"
"I recommend you"
"I feel valued and heard"
"You anticipate my needs"
"That was my idea"
"You get me"
"You don't make me guess"
"I would never buy a competitor's products"
"My life/family/hobby is better because of you
a social media success story
What stage are you at?
HOW WILL YOU REACH YOUR DESTINATION?
What tools or platforms are you using for social collaboration?
How is or could social collaboration be used within your organization or industry or with your client to improve communications, increase productivity, and save time and money? Give specific examples.
How can employees outside the central social media team become involved in an organization's social media efforts?
What does successful social media engagement look like for a B2B organization? A B2C organization?