When I was at Andersen Consulting, Accenture’s precursor, the “forced ranking” review cycle was the norm. Managers were given a curve, and had to map their team to that curve — you could only have x% “super high performers” and y% typical performers and, by fiat, z% of the team had to fit into the “lower performance” part of the curve. It’s notable to see how now, not-that-much-later, they’ve turned 180 degrees.
A grab bag of interesting things that have come across the radar…
- The Right Content At the Right Time: Some good thoughts on influence analytics from Dr. Michael Wu at Lithium
- Burberry’s Evolving Role As A Media Company: An analysis from Mashable
- Your Company’s Social Media Architecture: Some cool visualizations in here
- JP Rangaswami talks about Facebook Timeline and increasing returns: The money quote: “Transactions are outcomes of relationships and discovered via conversations.”
- Intuit’s online community: An interview with Ant’s Eye View’s own Ali McCourt talking about Net Promoter Score (NPS)
- Leadership involvement is vital to social internet success: Shel Holtz on social collaboration behind the firewall
- CRM Watchlist 2012 Winners – Social: Paul Greenberg’s thoughts on Lithium, Jive, Attensity and Yammer
- Responding to negative feedback can benefit companies: Some interesting research in here
What: 2007 Social Media & CRM 2.0 Professional Certification Seminar
Where: San Francisco, CA
When: March 27-28, 2007
Learn more: http://www.bptpartners.com/socialmedia_agenda.aspx
On March 27th and March 28th, I’ll be co-hosting a two-day professional seminar, “Social Media & CRM 2.0” along with Paul Greenberg (Author, “CRM at the Speed of Light” and principal at BPT Partners). This event will be held at the offices of our friends Fleishman-Hillard here in San Francisco. (Thanks, Fleishman!)
The 2007 Social Media & CRM 2.0 Professional Certification Seminar is endorsed by Rutgers University Center for CRM Research, CRMGuru.com, the National CRM Association, Greater China CRM and CRMA Japan.
Why the new social media: Communications and the era of the social customer — Traditional means of doing this through messaging marketing campaigns are no longer adequate. The new social media, blogging, user communities, podcasting and social networking are increasingly become tools of choice for businesses. Learn the why’s, where’s, and what’s in the segment on the strategic framework.
The Business Blog Field Guide — Every publication from Business Week, Forbes, The Wall Street Journal to online white papers warn businesses the blogging is not an optional endeavour. Those that don’t will not survive, so we are going to give you what you need to not just survive the on rush but prosper. This module will explain how to produce a blog, what the benefits are, and what conditions you need to make it a success.
Components of Blogging — You have the framework with the first 2 modules, now we’re going to get down. You’ve created the environment, time for you to get what you need to know to actually write the business blog in a consistent and timely way.
Customer Communities and Social Network Analysis — In this session, you will learn about the value of social networks, customer communities and the tools and practices to facilitate their creation and maintenance. If you do it right, your customers will be the advocates you desire and the business lifeblood you need for sustaining the kind of growth you’ve dreamed about – in collaboration with those customers you know to be important to your present and future.
The Theory and Practice of Podcasting — This module will not only explain what a podcast is, why it’s important to you as a business person, but how to actually produce a podcast. It will also bust some of the myths of podcasting that have already grown up around its young, explosive life. There is no form of social media that promises to meet the needs of the new generations of customers as well as this one – especially for those on the move. Imagine, having a good time creating something that can benefit your business – anytime, anywhere, any way you like? This module will give you the tools to do that.
Defining Your High Value Opportunities Using Social Media — Now, we get down and well, sorta dirty. How does this directly apply to your business? What industry you’re in, who your target markets are, will make a genuine difference in the approaches and applications of the social media tools. If you’re a B2B business v. a B2C business, there will be differences in approach. If you want to use the tools for co-creation of value with your customers or for feedback retrieval and customer conversations it will make a difference. The final module will examine what those specific applications can be for specific business situations and models.
Since the beginning of the year, have been asked the following question (in various forms) time and time again: If we want to use this social media "stuff" to connect with customers, how do we get started?
this point, it seems that the natural inclination is to jump right in
and start prescribing technology (e.g. "well, let’s set up a WordPress
or TypePad blog and we’re done!" or "Let’s get the Haystack network up
this week!"). While the technology is an enabler, there are still the
basic questions that need to be answered in order to get things off on
the right path, and help to stack the deck in favor of success. Today,
let’s concentrate on the fundamentals of what an organization needs to
think about before embarking on a social media activity.
this? Why start a blog or a social network or other Web 2.0-oriented
effort? Sometimes, the answer is simply "In order to connect." And,
in the case of many, many blogs (and IM, and Plazes, and Twitter,
etc.), that answer is sufficient. However, as is more often the case,
there are additional reasons to jump in: better and more timely
feedback from customers, the ability to connect with others working on
similar problems, putting a human face on what had been historically a
sterile organization, creating a framework for communications, or, most
importantly, creating a platform for enabling better/broader/more
timely information exchange.
The "why" is critical. (And, as a point of note, "because we
want to explore this and get to understand it" may be the right
answer. When that’s the case, make sure that expectations are set
2.0 is about people. Period. Who are the people involved? Who will
be the primary contributors to the effort? What are their
backgrounds? Who are they as people? In addition, who are the other
people who will be interacting with the environment, even if they don’t
initially contribute? In a blog, the ratio of commenters-to-posters is
large; the ratio of readers-to-commenters is astronomical. What’s in
it for each of those constituencies? Does the environment support them
and provide what they need? What value does each group derive from it?
Similarly, in a social network, there are typically a handful
of "power" users, a slightly larger group of sometimes-contributors,
and a huge group of people who may only be observing. (Members of this
last group are commonly referred to as "lurkers.) What’s in it for
Online gathering places are examples of the "third place" as
defined by Oldenberg: a "place" other than home or work, for
democracy, civil society, and social engagement. Is what you are
putting together a destination, or a directory that sends people forth
on their journeys? (Both are relevant.) What does the place feel
like? Is it open, or exclusive? Is it part of a larger site, or a
stand-alone entity? How will people find it?
Is the activity that you are proposing using social media an
ongoing concern, or tied to a particular event? Note that unless there
is a large, existing group of participants, it will oftentimes take a
few months, perhaps even a year, to achieve "critical mass."
It’s like planting a garden.
is all about the norms of the place. What’s the tenor of the
interaction? Is it "strictly business," or relaxed? Is it moderated,
or free-wheeling? What will participants do if their contributions are
edited or deleted? If there is a "topic," will off-topic discussions
be immediately squelched, or will the interactions be free-form, like a
lively dinner party?
Additionally, a key "how" item is thinking about how the
site’s members deal with "trolls" and spammers. Will the be ignored?
Banned? Given a warning? Deleted without comment? Sent to "time out"
for a period of time?
Much of the "how" derives from the "who." The types of
individuals who collectively make up the constituency of the place are
the ones who will drive the "how." Heavy-handed moderation will make
the place constricting, yet too lax a policy will rapidly devolve the
interactions into noise.
Want to see a guide that you can use to start conversations in your organization? A template you can use, after the jump.
In this, our
inaugural podcast, we introduce the Clue Unit podcast format which includes
these recurring sections.
- Announcements — conferences, news, etc.
- Focused Topical Discussion
- Conference Chatter — Anything goes
- The role and basis of reputation systems in online communities