Archive for the ‘Enterprise Social Technology’ Category

I’m hopeful that the 150 or so attendees of the ICMG2012 Annual Meeting who also attended the Breakout on Social Tech will collaborate on a creative twist to a recap of the session. I know many of you are here simply to download the preso, but consider spending an extra cycle right here for the benefit of the group.

Your part: Please post a note in the Comment form below stating your one or two Top Take-Away’s from the Social Tech Breakout Session.

It could be anything. I’ll not review of the main points Jim McDaniel, Ken Smith, and I made, or the insightful and helpful questions throughout – really good stuff.

Rather, I’d like readers to hear what the attendees thought and, thereby, possibly develop an interesting mosaic of comments, reflections, and helpful ideas.

Please participate. Like Jim said, “Don’t Lurk!” Even if a previous Comment is on the same theme as yours, add your idea as a reinforcing or expanding sentiment.

Based on the subsequent conversations I had with people on the 18th tee of the golf course as well as the next morning, and with over 150 session attendees, this might be a VERY interesting and fruitful discussion.

Thanks in advance.

Presentation Download

PS. The Social Tech Boot Camp for Insurance Executives I’m hosting in March is filling up. A 2nd one is now in the works, possibly hosted by Nationwide, in Columbus, in May/June. I’ll likely do a 3rd in the Fall in Chicago or K.C. You’ll be glad you and/or your boss came – Crowdsourcing, Organizational Voice, Rating Systems, Online Reputation Management, Socially Facilitated Selling (see video), Socially Directed Buying, Tools, Measurement Systems, Rivers of Information – A LOT to cover in 9 hours straight. Get your spot – this isn’t an unlimited opportunity. (Private Boot Camps for your team are also available.)

Thanks again.

Mike

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I recently shared a breakfast at the home of a high-powered, very successful friend of mine. My good friend has a long track-record with a top accounting firm solving all kinds of financial-related business issues for a wide variety of Fortune 1000 companies. But my friend is an executive who is intentionally NOT engaging in any kind of Social Technologies.

Wise Road, Pompey, NY - Named after my Great-Great-Grandfather

Following the conversation on family and personal stuff, we turned to work. Knowing my pursuits, my friend shared thoughts about Social networking. After listening to his perspectives on Linkedin, Facebook, Twitter, YouTube, etc., I asked him, “I heard you refer to ‘Social’ in the midst of everything you were saying. Let me ask you a question. When you said ‘Social’, describe what you had in mind? What concepts did the word ‘Social’ bring to mind as you were talking about it?”

He said, “The noise, the clutter, non-important things… you know, Social.”

I clarified, “So water-cooler-type talk… weather, sports, family life, community – that kind of thing?”

“Yes, exactly. I just don’t have time for all that. Like I said, when I’m in work mode, I need to stay as focused as possible on work – no distractions. I see my wife and daughter spending a lot of time on Facebook, and frankly that concerns me. Now I know they might say I spend a lot of time watching TV or playing golf. But I can’t see myself spending my precious free time on Social networks. I hear people talking about Linkedin at work, but it doesn’t seem to be productive. I also know I’ll be asked to help people – not that I don’t want to help people, but if they want my help, all they have to do is call me. I see people using Social Networks to relive the past or trying to get the next new job. Since I don’t want to do either of those, I just don’t see a need to do Social networking.”

Does that sound familiar? The conversation went on from there. I explained that unfortunately, while understandable because of the traditional use of the term, thinking of ‘Social’ Technologies as ‘personal’ or ‘non-essential’, non-business related, etc. etc. is perhaps one of the biggest misnomers in the executive ranks.

[Curious: Do you agree? Are many executives under an incorrect assumption about ‘Social’ technologies as being more about personal, non-essential stuff? Especially in the insurance vertical?]

From a business perspective, Social is NOT ‘Social’. Think UGC – User-Generated Content and all the implications therein – “Crowd” solutions (e.g. Crowdsourcing, Crowdvertising, Crowdfunding), Ratings, Online Reputation Management, professional communities, Social CRM, Rivers of Information, Customer Intel, Revenue on Demand, e-Word-of-Mouth to name a few.

I made a case that in his position, at a bare minimum, he wants to consider what’s called Online Reputation Management. What do people find when they search for him?

Going further, he wants to be thinking about what’s next, what’s beyond the brand and title on his business card? No doubt about it – no matter how successful, both brand and title will inevitably change, won’t they? And when they do, perhaps quite suddenly, will he benefit from a steady effort to build a Social network? Will he correctly understand his Social relevancy in business? And will he be in a position for broader long-term business influence, again beyond his immediate circle with the current brand and its client base?

Lastly, like the MBA process he went through a few years back that lifted his IQ substantially in a short time-span, he wants to consider tapping into brilliant content creators, peers of his that are beyond the faceless Wall Street Journal writers, his preferred info-source. Sure, WSJ writers are no doubt great writers creating a steady stream of great stories. But what about peers of his who are sharing insights and creating dialogs via blogs and Social networks? Could these insights and conversations lift his IQ in a very meaningful and practical way – directly relating to his field?

What do you think? Are Social Technologies a ‘waste of time’? Do many executives in your experience feel that Social is purely Social?

Next up:

ICMG in Phoenix. #ICMG2012 (You heard it here first: I’m facilitating a 1.5 hour session on Linkedin on Wednesday morning before the Meeting starts. Yeah, I’d rather be playing golf as well, but I was asked, so what could I say.)

PIMA in Palm Coast, Florida. #PIMAAssn Rolling out the rebranding work Bill, Al, Shannon, Denise, Mona, Ed, me and a bunch of others have done in the past year…

Hope to see some of you there.

After a mind-blowing October and November, I’m finally getting back to the Series on how to leverage Linkedin from an enterprise perspective. However, technically-speaking, the last post for ICMG was really along the same conversation. A popular post in terms of views, that post amplified the specific activities for a typical professional to influence and impact their professional environment. Yes, Online Reputation Management (ORM) and Organizational Voice (OV) are both REALLY BIG deals.

Speaking on eWOM at World Usability Day - funny image!

You can look at this enterprise topic from multiple angles. Two angles for sure are:

1. How do we as Clients, Partners, and Fans engage WITH the Brands we do business with?
2. How do we as Brands earn, foster, and build engagement FROM our Clients, Partners, and Fans?

I’d like to shine the light on the latter. Restated, what specific activities can we as the enterprise do to earn engagement and interaction from our Clients, Partners, and Fans, specifically within the Linkedin environment. And how will these efforts payoff in measurable ROI.

A note to readers. If I may be quite direct, as I’ve been saying for the last three years, “Lurking is Lame”. I’ll go further than that now – it’s quite unacceptable to consume only, never Comment, never Share, never add value. Here’s the thing: If you’re going to take the time to absorb content, and if you find it helpful, don’t you see how just walking away without contributing is a bit off? It would be like attending in person a session that someone put effort in to develop, and that you paid for in either time or money, finding value in it, and then simply walking out without even taking the time to acknowledge, stop and thank the speaker, perhaps grab a business card for follow-up, or asking a question or making a comment during the session. So please consider some sort of action – do something with the content you consume. At a bare minimum, if you like the post, Share it. It only takes a few minutes to add value. Make a habit of it. (Btw, that adds to YOUR ORM and OV, right???)

First, what does it mean to “earn” engagement FROM our Clients, Partners, and Fans? I’ll use the analogy of the conference again. Suppose you are a new member of an association and you go to the first couple association meetings. At those meetings, you (and probably your boss) are so excited to be in the presence of all these new, targeted prospects, and driving so hard to justify the expense, that you go up to everyone you meet, introduce yourself, and immediately launch into a pitch about your products and services. So for two meetings in a row, you done nothing but “sell”. No listening to what others do, no volunteering to help the association in some way through your talents, no fostering conversations at the breakfast tables, instead “just sell baby”. Obviously an extreme example (though not really, I’ve seen this recently as I’m sure you have as well), but you get the point. If this were the case, would you reasonably expect anyone in the association to give you any positive props or mentions at any point at all? Probably not.

Now contrast that with the flip side. All you do is listen and volunteer and never mention exactly what you do. So everyone ‘Likes’ you but no one has any idea why you’re there or what you do. Also an extreme example on the other end of the spectrum. Also not appropriate.

Relative to the concept of ‘earned media’, the holy grail lies somewhere in between. That’s the goal, that’s the target. How do we do enough selling/marketing so that people know what we do and we stay top-of-mind for that function (and rank high in search along the way), but we also listen, help, and add value along the way? And what is that balance? I’ve heard it said that you can think of it in terms of a 10:1 ratio – 10 acts of added value for every 1 act of selling.

It’s critically important to understand this point. Earned media is/will be an essential element in the near future of sales and marketing.

What does “Earned Media” look like inside of Linkedin? Here are the spots to look for earned media and mentions. Once you understand the locations, and then combine that with the a for-mentioned concept of sales-versus-valueadd, you’ll quickly get the point. Again these are all Linkedin spots:

1. Company Page Recommendations
2. Company Page Status Updates
3. Individual Recommendations
4. Individual Status Updates
5. Group Mentions
6. Answers Mentions
7. Company Buzz Mentions
8. Twitter-integration Mentions
9. Of course, Employee Mentions
10. Employee Activities

These are a few of the hot spots. If you know any others, please Comment.

So what to you do with these and where does earned media come into play?

Company Page Recommendations:

Obvious caveat: The brand must do a great job in adding value and servicing its clients. “Astroturfing”, or getting your brother-in-law to say something nice about you in spite of poor service, inflated prices, etc., will be discovered and exposed, and will further exacerbate the original problems. Trust that.

Sample Linkedin Product Recommendation on a Company Page (click to enlarge)

Once you have the Company profile in place on Linkedin, be sure to add the tabs that allow you to feature your products and/or services. At that point, in these early days of Linkedin, it’s a simple matter of asking some of your Clients, Partners, and Fans to hit the page and make a Comment. Here’s a great example from HubSpot. Notice the inherent Linkedin functionality associated with the Recommendation and how it reinforces the relevance and influence of the Recommendation. Notice also that there is a Share button on the page. Did you know that brand advocates are 83% more likely to Share a page, all the more so when they’ve engaged with the content in some way, put their personal virtual fingerprints on the page? Do you see how these things work together to create earned media and viral marketing? (see more stories on this here)

Company Page Status Updates:

We all know that personal Status Updates (aka Shares on your Linkedin Homepage newsfeed) have the potential of being seen by your network. Going further, most know that if your network Likes or Comments on something YOU shared, THEIR network has the potential of seeing it and sharing it – and so on. (I saw one guy who posted a bet he made with his boss that his boss would give him $1 for every Like and Comment he got on a post about the utility of Linkedin. At that point, the guy had the usual couple hundred Connections. Well, his update went viral inside Linkedin. I’m not sure I remember exactly what I last saw or where it sits today, but after a few weeks the guy’s boss owed him SEVERAL THOUSAND bucks.)

As with personal, the same functionality applies to Company Status Updates. The Status Updates are obviously not earned media, but Likes, Comments, and Shares of those updates are. When the Status Updates appear in Followers Newsfeeds, if people are fans of the brand and appreciate the content of the item, there’s a good chance they will Likes, Comments, and/or Shares, especially if they’ve advanced in their Social maturity beyond the previously mentioned lurking stage. Those actions then become the earned media, the holy grail of Social Media Marketing. Nuf said.

Well, that’s all I have time for at this point. I’ll continue the dialog on the finer points of the other seven items next time.

Meantime, I’m greatly looking forward to ICMG first week of February, PIMA the next week, perhaps the ACT Conference, perhaps SWSX in March, and a VERY exclusive Enterprise Social Tech day-long Boot Camp for C-level insurance executives, also in March in Charlotte – a busy Q1.

Again, please Like, Comment, and Share. Let’s see if I can earn some media myself! Thanks in advance. Merry Christmas!!! Emmanuel.

A couple weeks ago, I had a terrific opportunity to attend Scott Klososky’s Enterprise Social Tech Bootcamp in Chicago. Great to catch up with Scott once again. Readers will remember some work I’ve done with Scott in the past, including writing the Chapter on Sales for Scott’s Crowdsourced book, Enterprise Social Technology, a phenomenal book on why Social is more than Linkedin, Facebook and Twitter.

As a special extra, I was able to travel with a rising star on the Social Tech scene, Shane Fraser. Shane won a $5,000 bounty Scott put out for promoting the book via crowdsourcing. Check it out – very, very cool. See Shane’s new Blog as well.

[Shameless plug: If you need a deep dive in this stuff for your team, I've got Scott's endorsement, all the original Enterprise Social Technology content, and can do any kind of preso or consulting best suited for your situation. Contact me here.]

A few of the podcast highlights to listen for:

• Barriers of Social Tech in the B2B space
• How Socially Facilitated Selling will influence B2B prosperity. Yup.
• Three Key Social Tech Trends: Social CRM, ORM, Crowdsourcing

Listen in to Scott’s insights here:

Scott Klososky EST Bootcamp Podcast June 2011

Next EST Bootcamp: Dallas, October 2011. Stay tuned.

A few action pics from the Bootcamp:

I’m publishing this post from inside the all-day Executive Management Session at the DAIAB Conference at Rehoboth Beach, DE. The session lays out like this:

Morning – Baseline understanding on Social Technologies

• 90 minutes: What it means and how to leverage it
• 90 minutes: Web sites, Blogs and Twitter

Afternoon – Tactical How-to’s on Primary Business Social Tech

• Measuring Results
• Linkedin
• Facebook
• FourSquare
• Mobile
• Viral Media and Video

Bonus, time-permitting: RSS, Alerts, Analytics

This group is focused on the Property & Casualty side of the insurance space. The Association members are regional and local agencies selling both commercial and personal lines products. Several niche insurance companies provide the products. And of course several business partners support the environment with various business operation and marketing services. Good people working hard to provide valuable risk-management services to the business community. An example: insurance products specifically designed for the coastal environment – flood, hurricane, that kind of thing. Always fun meeting new people, learning about new applications and products, and seeing how Social fits in.

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A few learnings to share from a recent all-day Social Media Marketing strategy session with an insurance company and two pilot participants:

1. Doing a Social Media Marketing pilot is always a great way to “test before you INvest”.
2. Extremely helpful on several levels for the insurance company marketing folks to invite the compliance folks into the session. Why? That’s a subject for another post.
3. Insurance marketing partners are chomping at the bit to start using Social.
4. Our “Ideation Session” turned up several really solid Social Media Marketing opportunities to chose from.
5. Good decision for the company to use marketing dollars already in the budget to fund the pilot. Takes the issue of money right off the table. Pretty small investment in the grand scheme of things.
6. A lot of the technologies needed for the pilots are already in place and can be reused, for example on Facebook pages, with minor variations.
7. Many others but confidentiality prevails.

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Next week: Another all-day Social Media Marketing strategy session with a large insurance agency.

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I’m also attending Scott Klososky’s Social Tech Bootcamp in Chicago. Can’t wait to see all the new Social Tech stuff he’s been working on.

Btw, if you’d like to collaborate on a Social Tech Bootcamp for your company or for your clients or prospects, reach out to me. I can guarantee it to be an extremely effective use of time any way you skin it.

A few recent pics:

Sunrise at the Gifford Pinchot State Park after visiting Gettysburg

A coiled-up Delaware Black Snake glaring back from the marsh

My golfing partner grabbed the thing – amazing to see.

Coming right at the camera! Yikes!