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Sanjay is the Sr. Vice President at Netscribes, where he creates strategies for leveraging social media, brand advocacy and community building.
He has designed frameworks, for influence measurement, community engagement and brand advocacy. He's been speaking and writing for more than a decade at various industry forums.
1. Enabling organizations to leverage the strengths of communities and influencers in a measurable way.
2. Getting actionable consumer insights via Social Media Research.
3. Community evangelizing, engagement and empowerment.
4. Microsoft Technology
5. Visual Thinking
Sanjay has been the President of INETA APAC, a non-profit supporting technology communities on the Microsoft platform for over 9 years. He also holds the honorary title of Microsoft Regional Director for 16 years. He is also a passionate Visual Thinker, you can see some of his ideas on Visual Thinking at http://vizcraft.wordpress.com
He blogs at http://www.sanjayshetty.com
Liked the article a lot.
People misuse the term engagement as well, it's weird, how something so obvious is missed, I miss it too sometimes.
However, I think what you've highlighted in the last part of your article as 3 tips is what needs to be incorporated as a process within, either on a personal basis or on an organizational basis.
Being connected means maintaining a two way dialog, doing the work necessary to maintain the relationship.
Latest Blog Post:http://bit.ly/Crisis-LeverageBrandAdvocates
I agree with John's premise that if one is engaging in social media from a marketing perspective, then naturally one needs to figure out how to translate that engagement into lead generation and ultimately land a new customer.
However, in addition to the above comments, which I agree with, I feel that one big opportunity, which people miss out on is the value you can gain from gathering business intelligence via social media. It's funny, the timing of this article cause I just posted a video(http://bit.ly/SocialMediaBusinessIntelligence) on how invaluable Social media is to gain business intelligence and insight from various online and social media channels.
Randy, that's a brilliant question, and something I've been talking about recently with some of our clients. So here are my thoughts. You need a reputation management system in place within the client's organization. It consists of three parts planning, monitoring and reponding appropriately. You could begin by cateogrizing customer conversations and messages. For e.g. lets says you find via listening to online conversations, that there are 3 broad type of conversations. One about your product features/enhancements they wish were there, or about your customer service or lack of it, and maybe about your pricing. These conversations specifically map to 3 different business functions within the organizations. You'd then need to ensure your have the appropriate response mechanisms in place(teams and processes) to address these queries and enhance these conversations. This is one approach of managing the brand identity. Going down this path you'll shortly realise that internal company resources are not enough especially if you're not a very large organization. You'll realise that an additional approach is to ensure you have a solid advocacy program in place. This will go a long way to ensure that beyond the business entity your fans and advocates help advocate and protect your brand identity.
Looking forward to hear what Brad has to add :-)
A new free tool by Microsoft enables you to slice and dice twitter data using PowerPivot in Excel and they even provide the source code for the geeks who want to understand the innards. http://bit.ly/MSExcelTwitterAnalysis
What I like about it is that besides showing sentiment trends it also exposes the tone dictionary. This is something which most other tools don't necessarily expose. I've often wondered what kind of logic is used to judge a tweet's sentiment. The tone dictionary in this tool makes it transparent.
It also covers standard stuff like top tweeters, mentions, re-tweeters, time of day most tweets are made etc. It allows you to specify upto 5 search terms at one go. You might want to give it a spin and share your perspective.
Nice article, thanks for the same.
One statement out here (and I know I'm being picky) somehow seems a bit off.. you say "The only way to make a business grow is to make it known to people who may not be aware of it yet."
I think marketing to existing customers is probably the least expensive way to grow your business. In fact if you look at sales, you can increase it in 3 different ways(http://bit.ly/MapBiz2Social) Either by increasing the frequency of purchase(from existing customers), reaching out to new customers and lastly increasing the yield(transaction size). Do have a look at the link I shared and let me know what you think.
I do agree that social media makes it easier to reach out to potential new customers and your point 5. hit home :-) Most often marketing and PR folks look at social media as just a channel thru which they can push their marketing messages, and not as an avenue to provide more value...
I had a query, as well as a comment.
Are you going to cover details about why people join a community? I've done some research on the same within our technology communities some 250+ and we've gathered data on why they participate in a community. We figured there are 7 basic reasons why they join a community. Would love if you could comment on whether your research includes a study of the members motivations and additionally let me know your thoughts on the data we've gathered as well. http://blogs.communitiesrus.in/communityconnect/2010/06/30/why-do-people-join-a-community/