Docstoc

Social Business Takes a Human Touch , No Really

Document Sample
Social Business Takes a Human Touch , No Really Powered By Docstoc
					Social Business Takes a Human Touch, No Really
By Brian Solis, blogger at BrianSolis.com and principal of FutureWorks, Author of the new book
Engage!, Co-Author, Putting the Public Back in Public Relations and Now Is Gone




The socialization of media is the undercurrent for the Industrial Revolution of our time. Yet, here we
are today, forcing social media into the aging paradigms that the social revolution set out to upset in
the first place.

Businesses still weigh the ROI of participation. Teams debate over who owns the company’s social
presences. The parochial in middle and upper management see it as either a playground or an
extension of existing broadcast channels. Champions believe it is a time to engage and improve
experiences. Visionaries recognize its ability to socialize the entire business. Yet, almost every
example we see today of successful social media endeavors is in reality, siloed and disconnected
from the rest of the organization.

Marketing runs a creative contest on Facebook, but the rest of the business is unaware of the
campaign.

Customer service reacts to customer problems, yet product development is unaware of the recurring
problems and themes.

Representatives are unwittingly diluting the brand they represent with unguided tweets, updates,
posts, comments, and videos.



(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
HR monitors the mistakes made by employees, but no one guides them through training, guidelines,
or branding.

Customers ask questions about products and services and while these updates show up on the
monitoring reports of community managers, they do not receive a response from the sales team.

The list goes on and on with little resolution as we are focused on real-time vs. real world. We need
not only champions, but we now need leaders to help us cut through the red tape and unite the
organization behind a flag of relevance and evolution.

Everything starts with recognizing that we must cater to an audience where its parts are in fact,
greater than its sum. We must partition our social strategy to engage the diversity of the social
consumer and address the unique requirements and attention of each.




This is about humanizing not only the brand, but also the methodologies that govern customer
relations and adapting the systems that support it.

Socializing CRM



(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
sCRM is the hot ticket in enterprise 2.0 at the moment, yet its champions are mired in technology as
are the champions for social media in general. In many ways we’re blinded by the networks and our
need to listen, respond, and update. But, we miss the intimacy necessary to learn, adapt, and earn
relevance. And now, we’re consumed with wiring Twitter, Facebook, LinkedIn, Foursquare, Yelp into
our existing CRM infrastructure to help us automate enlightenment and engagement. While we close
gaps caused by the distribution and scale of social web and the people who define it, we fail to see
the human touchpoints to connect with the right people in the right places at the right time. That is,
after all, where scalability resides; the ability to engage influential consumers in a one-to-one-to-
many practice to amplify intention, purpose, and value.

1+1 = Many

Essentially, we’re practically fooled into a belief that we should not over think social, but not doing
so, we trivialize the opportunity, ultimately investing in a program that at the end of the day, falls
short of meeting the needs of the social consumer.

What’s the value of a Like?

What is a Twitter Follower worth?

What is the significance of a Tweet, check-in, or comment?

How do we reduce the costs of support through social?

To answer these questions, we must have a vision of the experience and actions we wish to
introduce into these rich and active social ecosystems. Yes, this is a “click to action” and in order for
businesses to socialize CRM, they must socialize the entire business. Not all of the 3F’s (friends,
fans, followers) are created equally. Individually, rarely collectively, they are looking for substance,
direction, recognition and even empowerment. In order to activate the social web and unlock
meaningful conversations, we must look beyond customers. We must officially recognize all those
who influence their actions and introduce a conversational workflow that traverses the business
chasms to learn and lead – in public.




(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
Social Science is the Center of Social Business

Customer Relationship Management > Social CRM > SRM >Relationships > Relevance

One of the celebrated companies renown for its innovation in social customer service is actually a
lesson in how social “anything” becomes great PR. When you look behind the scenes, you actually
see more duct tape and rubber bands than fluidity and polish. Business units are still siloed and
even the chief executives have gone on record saying that the acts of engagement do more for the
company’s PR than it does for the improvement of products and services. Just look at your favorite
social media source and you’ll see an endless array of examples of how brands are succeeding in
social media. Again, most of them are basking in the brilliance of individual victories, some are
actually breaking through the internal barriers that prevent collaboration, and others are simply
stunts designed to spike conversations, sales, and PR. Nothing wrong with it…especially if it work as
intended.

You and I are here together, right now, to do something greater. It’s up to us to lead the way for the
socialization of business, understanding that it’s an uphill journey for the foreseeable future. But in
the end, our experience and triumphs are unparalleled.
Social media are the goldmines of anthropology, sociology and ethnography. To excel here, we
must embrace social science to create and earn relevance. Some businesses already get this. For
example, Intel employs anthropologists such as Genevieve Bell to understand how certain cultures
adopt technology and also how products should be designed with humans represented in every step
of the process. I challenge businesses seeking to socialize their business to hire social scientists to


(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
not only understand culture and its role in consumerism, but also to humanize the processes and
systems erecting to facilitate engagement and social CRM. It takes a human touch to embrace and
inspire the social consumer, build communities, and activate advocacy. If we can hear, see, and feel
the customer and all those who influence them, then why would we think social is where we can
excel. Surely, it’s not because we show up. It’s only because we earn and deserve our place within
each network.

We must humanize our brand, our products, and our processes to improve and influence
experiences. Doing so will help us find our voice, our mission, and our purpose…our cadence. Give
people a reason to connect with us, trust us, and represent us.

Now, once more…this time with feeling.




(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
Brian Solis is globally recognized as one of most prominent thought leaders and
published authors in new media. A digital analyst, sociologist, and futurist, Solis has
influenced the effects of emerging media on the convergence of marketing,
communications, and publishing. He is principal of FutureWorks, an award-winning New
Media agency in Silicon Valley, and has led interactive and social programs for Fortune
500 companies, notable celebrities, and Web 2.0 startups. BrianSolis.com is ranked
among the top of world's leading business and marketing online resources.

Solis is the author of Engage! The complete guide for businesses to build, cultivate and
measure success in the new Web.




In 2009, Brian Solis, along with Deirdre Breakenridge, released, Putting the Public back
in Public Relations.




Connect with Brian Solis on Twitter, LinkedIn, Tumblr, Google Buzz, Facebook
---
Subscribe to the BrianSolis.com RSS Feed




(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis

				
DOCUMENT INFO