Posts tagged social media
Posts tagged social media
The panel I moderated at Red Cross National HQ yesterday was incredibly insightful.
There is a great Storify summary of the panel here —
Looking forward to moderating a panel at Red Cross National HQ tomorrow on how organizations can use social media to drive better relief efforts to those in need.
We are the warm up for Michael Dell’s ribbon cutting of the new Red Cross Digital Operations Center!
Follow the event!
1:15 PM EST on 3/7
Twitter hashtag — #SMEM
Livestream — http://ow.ly/9u01M
Great interview I had with Information Week on how Dell will leverage Gamification at Dell World! http://ow.ly/6B3OWWe are innovating on the traditional event experience!
The two questions I get in every conference in which I speak are:
1) How do I convince my executives to invest in social?
2) What is the ROI of social?
I have the answer.
Instead of spending the next 10 hours building a presentation and financial business case for your executives with fancy terms and diagrams as suggested by Social Media gurus and agencies (see my take on them here), spend those 10 hours talking to your customers in social right now and CREATE GREAT CUSTOMER STORIES and play them back to the executives.
I guarentee this will get them to invest.
Your customers are already in social and are ripe for the serving or you wouldn’t be trying to sell the execs in the first place. Serve them, even on a small scale, even on an individual level, make them happy, and play it back internally. That will fire everyone up more than a presentation or business case.
It has worked at Dell, arguably one of the most quantatively focused companies in history. Executives love to hear about that multi-million dollar deal that turned around because the customer engaged with Dell’s experts in communities. Or, executives love hearing about that really angry customer who Dell turned around in social and then saw the success story go viral, prompting more sales.
It’s that simple!
Comblu recently quoted me in their blog on the pains brands face with content in social media.
“Just this week, I was chatting with Rishi Dave atDell about content strategy. He and his team are passionate about content and believe it is a powerful engagement strategy IF done right. Rishi contends most brands are not ready or equipped to truly be a publisher.
They need to travel what he calls “the content pain journey”, which goes something like this: Most brands produce content episodically for a traditional marketing or thought leadership campaign. Then, they decide they need to amplify that content so they integrate mass social media into the channel mix. This leads to the realization that 1) they need a better process for scheduling content and 2) Holy cow! We need a lot more content. It is only then that they press pause and methodically examine their content creation and distribution approach.”
Social is more about a great content strategy, than a great Twitter or Facebook strategy. The ROI of the channel is 0. The ROI of the content in the channel is huge.
The constant needs of social require daily publication of great content and conversations with customers around that content. However, brands are only setup to publish new content periodically when a new campaign comes along. The brand must become a publisher which requires a different organizational structure.
The content pain journey begins…
