Congrats to Social Media Today for a very successful inaugural Social Shakeup in Atlanta this week. It’s an appropriate name for a conference as social is not only shaking up the way the public interacts with us as brands, but also shaking up the organization itself; mandating social be extended across all customer touch points, bringing the CIO and CMO closer, and offering vast amounts of social data that when married with enterprise data can yield stellar customer experiences.
Being a bit of a stream-watcher, I’m always interested in which takeaway tweets from conferences seem to resonate loudest. As we know, retweets and favorites don’t happen unless an emotional or intellectual chord gets tweaked. Seeing which points get the most “buzz” gives us telling insight into the current collective mindset of social marketers.
Tweet: @lizalgold (Liza Landsman) says social should be across multiple functions of the enterprise.
Thought: It’s exciting to see brands are quickly understanding the need for and inevitability of the socially enabled enterprise. Results of Oracle’s study with Leader Networks and SMT announced at the Shakeup reflect this as well.
Tweet: Brand voices are indistinguishable from each other. They're all the same 20-something year old person @briansolis (Brian Solis)
Thought: Your brand has an image, a personality, and it should be distinct. Many feel we’re homogenizing social with lazy, uncreative hiring decisions. If social voices are all the same, fans may as well just follow one Page called “Corporate America.”
Tweet: Maybe everyone who works in acquisition should work in retention first. @lizalgold (Liza Landsman)
Thought: This one got big engagement. Clearly there’s a strong feeling that knowing how to keep an existing customer happy is quite relevant to what you communicate to a new customer prospect. Is retention the harder of the two? Is it the more valuable one? Discuss.
Tweet: From the customer perspective, "you either know me, or you don't know me." @lizalgold (Liza Landsman)
Thought: Customers are getting hard to dupe. They’re very aware of how much info about themselves they’ve given to you. If you show that despite that, you aren’t listening, know nothing about them, and don’t care, they feel appropriately devalued.
Tweet: Brands need to get over "jargonization." They have to start talking to people in the voice of the customer. @getsatisfaction (Wendy Lea)
Thought: There’s a growing realization the corporate-speak businesses love so much and get so excited about internally is a joke to real humans. For a public that values honesty and transparency, it makes you look like you’re obfuscating.
Tweet: People who Like you then never engage with your brand are as worthwhile as empty calories. @lizalgold (Liza Landsman)
Thought: Turns out as brands, we want customers to prove their love just like they want us to prove we care about them. Never calling, writing, shopping or buying shows no authentic love, and businesses are growing less interested in distant fans.
Tweet: A very different breed of employee is needed for social, one that's quick, nimble, human. @jay_bartlett (Jason Bartlett – Xerox)
Thought: Organizations are still grappling with the real-time nature of social. The PR flack with a hotline to legal that needs 5 weeks to craft and clear a tweet is now doing damage. The future belongs to employees who can and who aren’t afraid to be as social as the customer, and to the policies that empower them to do so.
Tweet: CEO's need to be leaders, not just managers @briansolis (Brian Solis)
Thought: There’s a big difference. “Managing” tends to mean avoiding all possible disasters. “Leading” tends to mean actively urging and inspiring big things to happen. It means driving intelligent change and innovation. The engagement this got seems to indicate employees wish their leaders were doing more leading.
Tweet: In the org, social should cross swim lanes…but each lane has to know how to swim. @jay_bartlett (Jason Bartlett - Xerox)
Thought: Marketers feel like the socially enabled enterprise makes total sense, but each department has to integrate social to semi-equal effect for true cross-departmental social integration to happen.
Tweet: One way to express value is ROI. But it's not the ONLY way to express value. @sheldrake (Philip Sheldrake – Euler Partners)
Thought: Will we one day have an indisputable formula that connects every sale to a tweet? Perhaps. But it’s more likely a buyer is influenced over time from a combination of various touch points and info resources. Until the magic formula comes along, we have to be able to tell value stories that positively connect social to stated, measurable business objectives.
Tweet: Putting out short, shareable "social white papers" has led to 25% more leads and at lower cost for UPS @brianpember (Brian Pember - UPS)
Thought: It’s a content thing. Do you want your prospects to actually read your assets or just download them so you can get the lead capture? If you want content read (and shared), get your head out of your corporate asset-making and start communicating the way humans like consuming info.
Overall, sounds like marketers think things still need a good shaking up. Yes we’re steadily embracing what needs to be done in terms of brands relationships with customers, but the task of getting old line thinking, staffing, limitations and processes out of the way still seems to be a daunting one.