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

…

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 Mike Wise, President WebWisedom. I’m helping insurance companies and agencies with e-commerce and Social Technologies. I’m also working on a viral video of the conference. I’m wearing a safari hat because I’m looking for insurance creatures in their native, natural habitats! (chuckle) So I’ll be at the bar and on the golf course!!! (laughter)”

Thus went my 30-second introduction at the kick-off of ICMG 2011 at Doral two weeks ago. The people I subsequently met appreciated the attempt at humor. To my surprise, they were also more than happy to share with me sound bites that included their take-away from the meeting as well as what their favorite wild animal is – and what kind of noise it makes!!! The video is in review by the Board at this point. I think it’s hilarious. Look for something shortly, possibly even today.

My take-away? ICMG gets better every year. This year set a record for registrations and tied a record for on-site attendees. “Snow-pocalypse” in the Midwest cost about 30 people, but there were about 40 walk-ups as well. On a bizdev level for WebWisedom, I’m encouraged that the group is moving towards more and better e-commerce efforts. Social Technologies, Social Media Marketing, and Social Networking is starting to become more commonplace in their language. So good things.

What seemed very worrisome to the group (based on informal conversations) is the whole PPACA debacle and its adverse impact on the brokerage community, not to mention the carriers. Obamacare seems to be causing serious issues in the health insurance industry – loss of commissions, increased risk, lower profitability, fewer people covered. It seems to be getting clearer all the time that the way the legislation is crafted, the actual impacts are turning out to be the exact opposite of the intended impacts: fewer people will be covered, higher costs on premiums and care, and decreased quality of care. At the same time, other legislation, new federal government programs, and actions by the Treasury seem to wrecking an already weakened US economy. So I left the conference pleased with ICMG but once again upset with the administration and the direction of the economy in general and “health care reform” (which is really health insurance reform now).

Next on the horizon? Follow-up conversations with ICMG’ers about Socially Facilitated Selling and teaching the large blocks of agents how to leverage Social Tech in their sales efforts. Whether independent agents, career, or captives, the agents in the field are dealing with an increasingly savvy constituent with meaningful, powerful, and growing Social Networks.

In fact, 3 out of 4 American use Social Networks. And 85% of Social Network users expect to interact with their brands and service providers via Social Networks and Social Media.

So the obvious question for the ICMG folks is, “What is your strategy for dealing with this situation? And is it working for you? Is it driving sales?” If not, that’s where I come in.

I’m hoping to spread the word among the group that I’ve spent quite a bit of time learning about Socially Facilitated Selling and crafting effective ways to communicate the concepts of Socially Facilitated Selling to insurance executives, managers, and train feet-on-the-street sales guys.

Mobile seems to be a critically important aspect of Social Tech, not only for content distribution, but also for access to information, Social updates and Sharing, signing up for stuff, of course dreaded email, but also app’s like calendars, navigation, search local businesses, photo’s and video, etc. My one recommendation is for sales people to seriously UPGRADE their mobile technologies. In order to play in the Social space, like anything else, you have to have the tools and equipment, n’est ce pas?

What comments do you have? Were you at ICMG? Whajathink? What about insurance agents and Social? I heard a few concerns at ICMG. What are yours? Share in the Comments below and see if we can leverage the crowd of readers to learn and grow relative to insurance agents and sales within the Social era. Thanks in advance for the Comments. I’ll pipe in as well. And thanks again to all who participated in a great ICMG 2011. Solid effort.

Perfect segway. This week, in the flow of an off-line conversation someone characterized me as “…a digital person living in an analog world.” The reference was spiritual in context, but the second thing that popped into my head was how well that comment translated into my professional life as well. I’m curious if you, those of you that know me well, see this to be a true statement and why? Further, if true, I’m curious if this is a good thing or a bad thing? Does this bode well for me in business, enhancing my value-prop and increasing my chance to successfully add value and thereby generate revenue, or am I in the wrong space doing the wrong thing, eventually destined to fail. Perhaps you would be kind enough to lend your perspective.  I’ve got two focus points:

1. Social Tech and Insurance – teaching the insurance-related enterprise about Social & e-Commerce
2. Socially Facilitated Selling, or my new term: Amplified Influence – teaching B2B sales people how to leverage SocialTech

What’s your comment? Please share. I’d be extremely grateful for either encouragement to press on or a reality check. Really.

*******************A few other quick Shares*******************

Check out these forecasts from World Future Society.  LOT of Social Tech stuff in here. Especially noted the comments on the classroom and customers having the power of CEO’s.  So much more… Maybe this is the year I finally go to a WFS meeting. Anyone care to join me and share costs? It’d be a hoot I’m confident.

I’m signed up for the 2011 PIMA (yes those are my pics on the site) & ICMG (check out the viral video I made for them) Annual Meetings later this month.  Those of you tracking with me in the insurance space, hope to see you at either or both of these events. They both look like they will be well attended and should offer great chances at getting something for the money. And how great that they are back to back in the same city – and a warm, fun one at that. In between I will be running around the area meeting clients and working on the Amplified Influence book (I know, I still have to finish last year’s book. Maybe I’ll integrate all that content.)

I got this from my daughter who’s also into Social Tech, smartly starting to build her own River of Information. Interesting data on Millenials and their habits and preferences. Gee wiz, if you’re selling to these folks, shouldn’t Social be a big part of your sales and marketing strategy? “Tech is in their DNA and IT ENHANCES THEIR LIVES” (emphasis added). Do you get that, Babyboomer marketers and decision makers? Facebook, Smartphones, etc. is ENHANCING, not diminishing, their lives as boomers so often say. If you don’t get it, how many stories like this do you need to read before you get a smartphone, a Macbook, a blog, a Twitter, and start understanding what Social Tech is and why Millenials in particular, and now other generations, are using it so heavily. It’s not then, it’s you. (OK enough of my rant – sorry, I get passionate sometimes.)

You gotta love Shoutlet. As I said a lot in 2010, they are doing some really great work in the SocialTech space with respect to content distribution, control, and reporting. Here’s their prognostication for 2011. Take it to heart. Call them and get started with their tool. Ask for Jenny. (No, I’m not on their payroll.)

Favorite tweet from this week:

@barbaragiamanco: It is ag8 example of how a group should be run! RT @paulcastain: Thanks for the #salesplaybook shout out Barb.  #sales #newhandshake

I just joined this Sales Paybook group on Linkedin. Already picked up a few powerful tips. Now I need to add some. Follow Barb Giamanco. Had an off-line phonecon with her this week. Looking forward to reading her book. Very sharp and savvy Social & Sales Consultant.

From Lewis Howes, Linkedin looks to going public. Darn! I could be wrong, hope I am, but I think a Linkedin IPO is NOT a good thing for Linkedin. It will be interesting to watch. One thing’s for sure – it will be a very Social event, one way or the other!

Lastly, how are you coming on the Mobile version of your site? Do you understand that needs to be a priority project for 2011? NOW? I’ve got a fantastic resource I’d like to connect you with.  Contact me.

Favorite picture from the Christmas break. Me and the fam decorating the Christmas Tree.

It was a great Christmas.

Appreciate hearing from you in the Comments below next to the tags. Thanks for engaging.

Why is Social Media, Social Networking, Social Relevancy – heck, all of Social Technologies – so “HARD”?  I guess I’d further refine that question and point the discussion at the C-Level or the senior management of the enterprise.  I know there are exceptions, but IN GENERAL, why is senior management within business so often struggling with Social Tech???  So we don’t waste a lot of time on definitions, let me define ‘struggling’ with a few examples:

1. Not doing ANYTHING – No blog, No Linkedin, No Twitter, No Facebook, No Crowdsourcing, No Comments, No Social CRM, No Social Sales & Marketing – just totally off the radar from a C-Level standpoint.  Just heads down doing email, making phone calls, leading/attending meetings – that’s it.
2. Making organizational decisions that either try to suffocate Social (e.g. You can’t use Facebook or Twitter on company time – to make sure, we’ll block it on the Web servers), or decisions that don’t include Social components (e.g. This week, I saw an insurance e-commerce RFP from a large insurance company based in the northeast US that has NO MENTION of Social Media Marketing.)
3. Or lastly, doing Social poorly – No strategy, no game plan, no Social Policy for the org, no Social Marketing Strategy for the enterprise… just sort of herky-jerky winging it?

Obviously the follow-on question will be, “Is this an issue and if so, what can be done about it?”  But before we go there, perhaps if we can chew on this a bit first, some interesting patterns will emerge that will lead us to solutions based on more information than otherwise.

Suggestion: Before you read the Comments below, pause and get clarity on your first thought or two.  Then read the other Comments.  If you have similar thoughts, please say so, as that will be important as well.  I REALLY WANT TO KNOW.  And so do other readers, by the way.  Links would be great.

Please be candid.  If you need to be anonymous, do it.  Straight to the heart of the matter.  Speak.  Lurking is Lame.

Thanks in advance.

***********

Favorite pics from Thanksgiving – love the laughter :-) Click the pic to see the rest.

Johnny Kimani, my son’s Kenyan roommate from college & Catchphrase

Wanted to share and hear from you on the following graphic from the Webinar I ran last week for PIMA.  (Btw, if you want to view the full Webinar, it will be available for one more week to the general audience before PIMA moves it to the Member’s-only portal.)  What’s your take on these stats?  I’ve got my own opinion, but curious to hear from you and chew on this.  Please Comment below.  Subscribe to the Comments RSS as well so you get an email with subsequent Comments.

I attended two meetings this week that I think relate to the subject of SocialTech & Social Media Marketing and Insurance.  The first was out in Wichita, KS.  Without disclosing confidential stuff, the salient point is that while farmers seem to be below average in adoption of Twitter, Linkedin, etc., they have the tools in their hands (and Combines as it were) to take advantage of Social.  They just need a good reason to engage.  (And that’s what we’re going to give ‘em.)

The second was a meeting of senior executives with insurance affinity marketing organizations associated with PIMA.  Again, without going into confidential stuff, I think we’re really making progress on the applying Social tools to accomplish organizational goals. For that, I’m very encouraged.  (Of course, these data-points are a small subset of many other things… )  Good things on the horizon for PIMA.  I think it will be the place to be.  Affinity distribution of insurance products lines up nicely with Socially Directed Buying (B2B) and Socially Facilitated Selling (B2B) – IF you do it right. Apparently with the above graphic, that exactly what the members are trying to do.  Encouraging.  Please Comment below.

************************************

Another event coming up, one I’d recommend for independent agents or agencies.  Should be a really good use of time.

- from IIABA and the Agent’s Council on Technology:

On the leg to Detroit today, I sat next to a sales guy on his way to Orlando for a sales conference.  His company is based in Philly and makes a key ingredient in steel manufacturing, something about a Chemical compound fluid that mixes with the other raw materials that go into the steel production – very high-profile product, mission-critical to his clients, difficult to get prospects to switch, long sales cycle, expensive, regulated, etc. – tough sales environment.

I’d be interested in your take on the suggestions I made to him after listening to him talk about his background and the key to his success as a sales guy.

He’s more of an engineer than he is a sales guy.  He started in the business as a Chemical Engineer, they guy that would go in post-sale and service the clients.  He did that for 10 years.  So he would get the calls at 2am on a Saturday when the plant was shut down because of a problem with the fluid.  He would then go in, diagnose the problem, and get the plant up and running again.  Forget finger-pointing – fix it.

He would see sales guys come and go – lot of turnover.  Managers, too.  One day he was having lunch with a client who lamented, “Man, I hate training your sales reps all the time.” One thing led to another, and Troy took on the sales function for several of the key accounts, looking to not only service, but also looking for ways to grow the relationship.  Today, he’s doing more sales, but he’s still the technical guy, still the guy that everyone wants to talk to – which makes it tough to sell, even tougher to prospect.

I thought, that’s exactly what it means to become a “Recognized Expert in your Field”, one of aspects of SocialTech that I’ve been writing about.  I think Troy is exactly the kind of sales guy the world of business is looking for.  In fact, he specifically mentioned that his clients and prospects don’t want the ‘peddler’, a sales rep that really doesn’t understand the business, but ‘fakes it ‘til he makes it.”  I dare say that business model is DOA.  Clients and prospects can smell that guy coming.

But the issue in his business is that he can only spread himself so thin.  Everyone wants to talk to him.  All his clients call him when there is a problem.  The home office wants him to be a communication channel to the customer.  And of course, sales management wants him to prospect.  So we started talking about the concepts around using blogs and Linkedin as tools to solve some of those challenges, even in the blue-collar business of dealing with steel mill engineers, plant managers and operations executives.

The more we talked, they more it seemed like Social Technologies would be a perfect fit for his enterprise.  The company has about 40 sales people around the country.  Each sales person has a different geography and as such, different challenges, issues, kinds of prospects, customer base, etc.  Thinking about the essentials of blogging and Linkedin, as well as corporate communication, and applying that knowledge to a quick convo on an airplane, here’s what I came up with.

What do you think?  Does it make sense?

He mentioned a scenario where a key component of the compound came from a plant in Asia.  It was one of two plants of its kind in the world.  Something happened at the plant to interrupt the supply chain.  Sounded like it was potentially permanent.  So it’s not their fault, but nonetheless, it impacts their customers and needs to be urgently communicated.  But is has different impacts on different customers.  So while the event needs to be communicated generally, the issues need to be addressed locally.  (Oh, and remember, the competition is dealing with the same issue this time.)  My suggestion was to use several channels to communicate, both from an offensive and defensive position.

First, the company should immediately issue a press release including a link to the story about the plant found in mainstream media, the blogosphere, twitter, or some other external source.  An email notification should be sent to all clients suggesting they connect with their local sales person with any specific concerns.  Lastly, from corporate, a regular mail or overnight letter should be sent, depending on the severity.  Oh, and an internal only, communique to the field with perhaps some standard text for a blog or email so save the reps a little time.

Then, at the local level, the sales rep should write an immediate blog post commenting on the situation with links to the corporate PR as well as the original news item.  The sales rep’s comments should be short and too the point, addressing the time-sensitivity and the potential implications short and long term.  Once published, the rep should craft a quick email template giving his clients (and later his prospects) a heads-up as to the situation. “Please click to my blog for more information and to comment.”  Then a short voice mail drawing attention to the email and the blog post.  All this should be done in the voice of the sales rep, perhaps with some standard language from corporate.

Doing it this way seems to have several advantages. But what am I missing?

1. It’s fast.
2. It’s practically free.
3. Communication is clear.
4. Clients can interact with the rep and the content.
5. Other clients will then see the content, the earlier responses, respond themselves, and/or ask another question.  Possible for clients to solve problems for other clients?
6. The whole thing will be searchable in case someone stumbles on it later (vacation).
7. The communication is documented and timestamped by the blog.
8. Speed, clarity, interactivity, brainstorming, solution’ing, searchability – all good?
9. Defensively, clients cannot accuse you of not communicating well.
10. Certainly you’re not leaving room for the competition to use the situation against you.

And that’s just for the clients.  What about prospects?

1. Prospects can be handled with the same content, but more as an FYI.
2. Prospects might learn a few things from your clients by reading the blog.
3. You’re staying in front of prospects during a time of crisis – with almost no effort.
4. You’re adding value very simply and inexpensively.
5. And if the competition isn’t doing this, what does that mean?

Interesting.  What are the concerns that you see with this scenario?  Is there an issue with competition and revealing the secret sauce?  What else and how would you suggest a work-around?

We went on to talk about Linkedin.  Troy had no knowledge or experience with the tool.  So I explained the essentials and how it works to solve the problem of staying in front of prospects with very little effort.  He said his least favorite thing to hear are the words, “Gee, if only you had called me a couple months or weeks ago….”  Leveraging the Linkedin tool can definitely help with staying in front of prospects.  Of course, the key there is for you to use it correctly and for the prospect to use it as well.

The interesting thing about Linkedin relates to the concept of “Building a River of Knowledge” that I’ve also been writing about in this book.  I recently ran an informal poll in Linkedin asking people to pick what source of information they use the most for industry and professional information.  Linkedin came out as the clear #1.  What I’m finding is that there are several sources of great information on Linkedin (like the steel business).  There is also information available on the current state of your prospects, and some of the issues they are dealing with.  There is also information on your competition.

Lastly, it’s a phenomenal way of communicating and staying connected with a much larger audience with much less effort.

For a technical sales guy like Troy, did I give him good advice?  Would a Blog/Linkedin hybrid be a good club to carry in his bag?  Would it be good enough to replace another if he can only carry so many?  What are your thoughts, especially if you’re connected to manufacturing and blue-collar bizdev.