“Social business” isn’t something that happens overnight. It requires fundamental change and discipline to transform from a traditional enterprise to one that is fully engaged with its customers, partners, and employees. This conversation about the social engagement journey illustrates how leading enterprises are combining social business strategy with pragmatic tactics to engage and achieve measurable results.
Embedded below is the conversation we’ll be going through, based on the phenomenal work that the Ant’s Eye View team has done over the last three years.
Sean O’Driscoll, our fearless leader at Ant’s Eye View, is keynoting an event next Monday here in the Bay Area. Here’s the description:
“Becoming a fully engaged enterprise in today’s social world isn’t about creating a “social media strategy.” It is a journey defined by stages of operational maturity, milestones, and ultimately, a destination. The successful journey requires practitioner experience, pragmatism – and perseverance. But the payoff is immense. The fully engaged enterprise discovers on this journey that customers again trust them, recommend them, and equip them with new insights. Connected and impassioned employees in the fully engaged enterprise lead and foster the online conversation and attract the industry’s best talent. Companies willing to embark on this transformative journey can, and will, re-emerge as powerful connected brands.”
The event will be at EMC’s campus in Santa Clara. Hope to see you there! Details are here:
We love to see brands get out there and talk about how they’re tackling the transformation to engaged enterprise. Today, we’re thrilled to share this video, posted by Cisco, in which Jeanette Gibson, Sr. Director, Global Social and Digital Media, shares her vision based on Ant’s Eye View’s Social Engagement Journey.
Cisco has consistently used the Social Engagement Journey as a diagnostic tool for their social business progress. In fact, some of that work has even been featured in this blog: The Cisco Social Media Listening Journey. Their internal commitment to this framework has created a uniform, galvanizing taxonomy for talking about social business transformation within their team, with internal stakeholders, and as you see here, with the industry.
One of my favorite aspects of the video is how Jeanette and Cisco have changed the aperture of the Social Engagement Journey to the “Digital Journey.” Cisco isn’t the first of our clients to make this adjustment and I don’t suspect they’ll be the last. As a result of the change management introduced by social, we’ve seen many clients seeking to address systemic change in not only their digital practice – but also in their overall marketing operations.
Jeanette’s also done a great job of demonstrating how the journey can be more than just another framework. By using practical examples (e.g. “metrics your CEO cares about”) coupled with the qualitative (e.g. “it all works seamlessly”), Jeanette’s told you what the Social Engagement Journey, or in this case the Digital Journey, should feel like – and that can be a powerful piece of narrative inside a brand.
For those headed to ad:tech San Francisco tomorrow, say hello to Jeanette as she and Julia Mee talk about “The New Marketing Mix: Integrating Digital into Traditional and Vice Versa.” You can find all the details from Cisco here.