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Social Business Tools for Digital Transformation

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Customer Success: An Experiential Business Application

Customer success and experiential social mediaCustomer success and experiential social media identifies three pitfalls that too often prevent customer success initiatives from attaining their potential for improving customer experience. In case you’re not familiar with the customer success movement, I outline its origins and scope, so you can appreciate the pitfalls and avoid them.

If you’d like to watch this post instead of reading it, just click its thumbnail.

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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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Financial Services Social Business Pioneer: Putnam Investments

Financial Services Social Business Pioneer: Putnam InvestmentsPutnam Investments has been a financial services social business pioneer for many years, so here I’ll summarize their pioneering initiatives that show that regulated financial services firms can communicate with clients and prospects in many-to-many social venues without going astray. True, it helps having a CEO that was the first CEO from a mutual funds firm on Twitter.

The point remains, imagination and inertia are preventing financial services firms from engaging with clients and prospects in digital social venues, not regulators. Here’s how it’s done.

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The End of Social Media Reflected by Fake Followers

Bill Snyder at Infoworld posted some amazing statistics that support the end of social media as we know it, which I predicted in 2009. Marketing and public relations have been losing influence for years because they are impersonal, and people prefer personalized interactions (deep dive here), so marketers and their vendors are grasping at straws. In this context, “social media” has generally been practiced as a shallow promotional activity, and my premise in predicting its demise is that the true potential of social technologies is creating and maintaining relationships, which are based on personalized attention and caring.

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The Twitter-LinkedIn Breakup: How to Manage Your Ecosystem Better

The Twitter-LinkedIn Breakup: How to Manage Your Ecosystem BetterThis week Twitter and LinkedIn canceled their agreement for easy cross-posting, which begot numerous indignant comments from people who seemed to have forgotten that they were using free infrastructure. Social business platforms are built and managed by venture-backed firms that need to execute on evolving business models, so we can all expect sudden changes from any and all. However, with some foresight and preparation you and your firm can minimize disruptions, which we’ll cover here. Even better, the LinkedIn-Twitter dustup provides strategic insights into how to operate within the digital social ecosystem, and we’ll address those, too.

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How Brands Cut Their Exposure to Facebook Business Risk

How Brands Cut Their Exposure to Facebook Business Risk shows how brands can reduce the risks of depending on Facebook too much.

How Brands Cut Their Exposure to Facebook Business Risk: Part three

In the Facebook As Investment trilogy, I have analyzed several dimensions of investing in Facebook and raised my doubts about the company’s management and direction. In Part Three, I’ll address how brand executives can insulate themselves from Facebook’s—or any platform’s—fortunes by moving to make their relationships and networks portable. By making and managing investments carefully, brands’ relationships will endure regardless of platforms’ destinies.

By the way, Part One examined how Facebook’s trust gap would make it difficult for Facebook to fully monetize its considerable assets. Part Two analyzed Facebook as a social platform and revealed that it had no competitive threats from other pureplays; rather, the risk was that the whole pureplay category would lose its dominance in 3-5 years.

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Facebook As Investment: No Replacement for Facebook But Pureplays Will Fade

Facebook As Investment: No Replacement for Facebook But Pureplays Will FadeFacebook As Investment: No Replacement for Facebook But Pureplays Will Fade shows how the fading importance of social networks is the threat—not competitors. In Part One of the Facebook As Investment trilogy, I argued that Facebook had a signifiant trust gap with users that would inhibit its ability to monetize its most unique and valuable assets, and that the trust gap was recently compounded by its “IPO irregularities.” In Part Two, I’ll take a different tack and analyze the investment prospects of Facebook-the-platform. Part Three advises executives on how to isolate their social business investments from Facebook business risks.

In its favor, Facebook will not have to worry about being “displaced” by another social network the way that it displaced MySpace. In the near term, this lack of competition will give the company some breathing room. However, a more daunting threat awaits, the end of the social network pureplay, but that is 3-5 years out.

Nonetheless, the fate of pureplays should be top-of-mind for serious Facebook investors: to produce the fabulous returns that current […]

B2B Executive’s How-to Guide to Social Business

B2B Executive’s How-to Guide to Social BusinessThe B2B Executive’s How-to Guide to Social Business is an executive primer on developing B2B relationships much faster and cheaper.

If you have been on several “social media” platforms as a firm or individual for some time but feel that you’re barely scratching the surface, this guide will help you boost your results significantly because: its goal is to help you develop B2B relationships more efficiently, instead of “selling” yourself and it shows you how to use B2B-oriented platforms in concert to increase leverage. If you would like some background on the profound distinction between “selling” yourself and focusing on relationship, “Social Business Disruption of B2B Sales & Marketing” crystallizes it in 8 minutes.

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Executive's Guide to Blogging

Three-Step Executive's Guide to BloggingThis Executive’s Guide to Blogging offers executives a pragmatic, conservative approach to blogging. For years, now, I have beseeched all the executives and “knowledge workers” I know (that’s thousands) to blog, so please consider this as part of that campaign—with benefits (because this is a how-to post). Here’s why: In the Knowledge Economy’s pervasive digital networks, you are invisible unless you come across people’s screens regularly. And, while you are invisible, your potential business partners are seeing people who do flit across their screens. If you aren’t there, you are in a bloody ocean that gets smaller every year. Don’t stay in, the water is not fine. Please understand that I’m stating this as a simple fact. I’m sure you’ve read books like The Long Tail, which describe how we are all publishers now, that is, those of us who decide to use the free tools at our disposal.

Blogging is 21st century thought leadership, which is table stakes in the Knowledge Economy. Your thoughts represent and “scale” you, so they help you to connect with people with whom you […]

Triple the Value of Your LinkedIn Network by Interacting

Triple the Value of Your LinkedIn Network by Interacting shows how to attract and maintain the attention of Connections you care most about.

Triple the Value of Your LinkedIn Network by Interacting: adviceOld habits die hard, and so it is with the ingrained assumption that “content sells.” Yes, having a current LinkedIn Profile replete with keyword combinations relevant to your High Interest Connections is very important, but it’s back seat to giving your Connections personal attention. Here I’ll address your protest that “I don’t have time!” by sharing some ultra-efficient processes for interacting on LinkedIn. Read on if you want to outperform 99% of other LinkedIn members.

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