April 21, 2015Organizations should treat social media as they would any other electronically stored information and assume it is potentially discoverable. Und...
March 26, 2015Feeling overwhelmed by the massive amount of customer feedback data you’re collecting? You’re not alone! Many businesses are struggling to find...
February 20, 2015Symantec, the global technology security provider, needed to provide its global customer base access to social customer service. They were...
February 20, 2015An Employee Advocacy program has value beyond your company’s marketing department. The community you build will be the single most important...
Oct 12 Posted 2 years ago
Thanks, Nick. Nicely said. Being a life-long early adopter it's hard for me to relate to C-level people who are still dragging their feet.
Oct 11 Posted 2 years agoGreat round up Cliff.It's brilliant to read your post and hear the salesforce commitment to 'social business' - surely no one can deny the trends and movement of the business market. From brand dictate - to brand collaborate.
I totally agree with your final point. The hard part is about 'change'. For so long business has survived with well placed, key individuals who 'decide', make the calls. And for all the right reasons, because for decades the social voice of the crowd has been absent. Now however, there is a paradim shift required. Decision makers need to become curators and that is no mean feat. In many instances that requires infrastructural changes.
You only need to look at social business models like Kickstarter, Quirky, AirBnB and others to see how a social infrastructure can power a business.
Like most paradigm shifts it's usually only a couple of degrees to the right or left. In this case I think it's all about 'trust' - the most important person of any marketing or product development team is the customer.
Trust the customer and build an agile, social infrastructure to facilitate an active and meaningful relationship, incorporated into the heart of your business.