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Social Media Strategy Good Practices

Social media strategy good practices is a short list of principles that can make your firm stand out when empowering customer and employee experience. It’s part of a talk I gave today to a large multidisciplinary team. Their venerable institution plans to use social media strategy to get the ducks in a row without too much squawking. The most exciting aspect of social media strategy is that there’s so much room for improvement: while your peers and competitors are trying to “engage” with finely crafted-yet-impersonal content, you can power past them using experiential social media, which focuses on scalable interaction.

Social Media Strategy Good Practices: summary

Here are the cliff notes to the good practices part of our discussion:

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The Connected Car and Customer Experience

The connected car and customer experienceThe connected car and customer experience reveals a new opportunity for carmakers to dial into real customer behavior and desires around connected cars and autonomous cars. The Connected car and the autonomous car are powerful services that will help transform how people move around, and they are emerging during an era of unprecedented volatility in markets. I’ll wager that there’s never been a better or more challenging time to be a carmaker because opportunities and threats have never been higher. I’ve been fortunate to meet product managers and engineers who are pioneering connected and autonomous car services. I’ve also been meeting leaders in the Internet of Things (smart devices), of which the connected car is a part.

My crystal ball says that the connected car is a bet-the-brand proposition for carmakers because it directly addresses competing on customer experience, the most disruptive trend of all. As I detailed in The Social Channel, we have moved from a product/service-based economy toward an experience economy. Even IT analyst Gartner has proclaimed that customer experience is the final battleground for firms. Established […]

Reflections on Trust: The Power of Trusting People to Be True to Themselves

Reflections on Trust: The Power of Trusting People Reflections on Trust: The Power of Trusting People to Be True to Themselves delves into how trust works in personal and business situations

Many people are talking about trust in business these days. I am, too, because it’s the core of my business as well as my personal life. It just occurred to me that there are often some accidental gotchas within many trust discussions I read, and I’ll explore them in case that’s useful to you. First, I’ll delve into trust a little before sharing some insights on how you can make it actionable in your personal, career, and business relationships.

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Pricing Guide for the Knowledge Economy with Behavioral Economics

How Free Things Are Disrupting Businesses + Radical Innovation + Guide to Free Business Models

Book Review: Free/Chris Anderson

Pricing Guide for the Knowledge Economy with Behavioral EconomicsFree is an indispensable introduction to the disruption of “a product for a price,” one of the Industrial Economy’s key constructs. It is rich with examples of many of the pricing innovations and business models with which you’re probably familiar but haven’t thought about in depth. Many of its examples have to do with digital products, which are inherently disruptive because their distribution cost is close to zero, and they can displace legacy analog products.

Free is important and useful for two reasons beyond pricing and business model innovation: it contains a good dollop of behavioral economics with regard to pricing, and it gives numerous examples for thinking beyond the two-party market model that dominated the Industrial Economy, buyer and seller. As Anderson repeatedly shows, in digitally networked markets spawned by the Internet, firms put themselves at significant risk when they don’t adopt a networked ecosystem mindset. For example:

When something becomes free, it […]

Short Guide to Forum Outreach

Short Guide to Forum Outreach: experiential social mediaThe short guide to forum outreach reveals how experiential social media teams can tap forums’ unique opportunity to engage users, using a three-stage model. Forums are vital to relationship building with people with specific interests. They are consistently the most people-centric platform type according to CSRA’s research in such diverse industries as healthcare, consumer products, financial services, government, and nonprofits. As such, although they are very human and social, forums are distinct from social media, which often enables social actions oriented to content sharing and short exchanges.

In some ways, forums are the polar opposite of social media because their DNA is threaded discussions, which enable long conversations among many members. Even more exciting, the most passionate members are often members of several forums that are relevant to your stakeholders and workstreams.

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Short Guide to Blog Infrastructure

Short Guide to Blog InfrastructureThis short guide to blog infrastructure outlines some of the basics for how to choose a platform and make best use of basic blog features, so your blog will encourage interactions with your high-priority readers. Most brands and people use blogs for content marketing, but it competes for pocket change and leaves the bills on the table. Here you’ll learn how to organize your blog, so it engages readers more deeply by relating to them in distinctive ways. Before delving into some bits and bytes of blog software and features, I’ll outline a new way to approach engagement that changes the rules, which are themselves a kind of infrastructure.

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CIO Guide to CDOs and Digital Transformation: How to Adapt and Thrive

CIO Guide to CDOs and Digital Transformation: How to Adapt and ThriveCIO Guide to CDOs and Digital Transformation summarizes a presentation I gave to TechLeaders Association, a Chicago-based CIO group. It will brief you on how digitally empowered B2C and B2B customers are forcing change on enterprises by demanding seamless interactions across digital and analog interfaces, the rise of the Chief Digital Officer and how CIOs can use this disruption to their advantage. Omni-channel will become the new normal in industries in which a leader provides the omni-channel experience and raises the bar. While explaining omni-channel, I asked the room how many had abandoned transactions with ecommerce or mobile sites because they were too difficult to use, and 40% raised their hands. When leaders field their omni-channel experiences, customers will reject laggards en masse. CIOs can use these developments to their advantage, and the CIO Guide to CDOs and Digital Transformation shows how.

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Why Probability Is the Key to Profit in the Digital Social Big-Data Age

10 Detailed Case Studies + Big Data & Analytics’ New Digital Divide + How to Think Like a Data Scientist Book Review: Numbers Rule Your World/Kaiser Fung

Why Probability Is the Key to Profit in the Digital Big-Data Age[UPDATED] Step inside a data scientist’s mind, and learn why probability is the key to profit and how it’s the key to understanding and using big data for better decision making. This fascinating and useful book clearly shows how people misunderstand probability and misuse statistics—and therefore big data—and how the knowledge gap leads to faulty models, thinking and decisions. New winners and losers are emerging in the digital social and big-data age. A new digital divide, people who think like data scientists and use probability to support decision making—and everyone else. The data science group will outperform, and Fung shows how creative, fun and useful data science is.

This book is a perfect twin to Duncan Watts’ Everything Is Obvious* Once You Know the Answer, which exposes how common sense pervades management decisions and failure. I shall refer to several specific connections between the […]

Using Social Media and Social Business Together to Evolve Experience

Using Social Media and Social Business Together to Evolve Experience reveals differences between “the two socials,” and its startling conclusion is that most businesses will benefit from keeping them separate but related during the next three years.

Using Social Media and Social Business Together to Evolve Experience[Updated] There’s a much deeper context that makes the two socials vital: many of the assumptions on which business is built are being completely disrupted. For only one example, as Chief Marketer myself, I used to follow the mantra, “We always want to show our brand in the most positive light” (even when we’re lackluster). That impulse is increasingly risky. Take a few minutes and reflect on how profound that change is. Entire marketing and public relations industries are built on it, and it is very risky because people reveal the obfuscation and half-truths that used to work. There is no such thing as a “half” truth.

From a practical standpoint, organizations need to manage their way through the transition to pervasive transparency, pacing their evolution with changing stakeholder expectations. This is where social media and social business […]

Digital Transformation's Personal Issue: It's the Key to Customer Experience

Digital Transformation’s Personal Issue reveals personal treatment to be the key to breakthrough customer experience, and it shows how digital social spaces enable Chief Digital Officers to use personal treatment to create more profit. Before they arrive, though, they need to lead their organizations through the Personal Issue. Digital Transformation's Personal Issue

The Personal Issue refers to a perceived conflict between empowered customers and profit-starved companies. Digital social technologies are enabling customers to “re-personalize” business and society because their online interactions among themselves are personal, which is changing their expectations of all interactions.

However, businesses resist treating customers personally because they fear cost and inefficiency. They don’t understand the digital social economics of treating customers personally online, at scale.

Meanwhile, the missions of chief digital officers (CDOs) and chief customer officers (CCOs) are creating bold new “customer experience” and profits by using digital technologies to transform organizations, brands and businesses. They will fulfill their missions far more quickly and completely by using the key.

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