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Rescooped by Robin Martin from The Social Media Learning Lab
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Should I use social media if my customers don’t?

Should I use social media if my customers don’t? | Market to real people | Scoop.it

There are many other ways you can leverage social media channels such as Facebook, Twitter and Google+ to strongly benefit your business to business relationships.

 

....think sideways to leverage social media if you're in a B2B organisation. .....we know that many of our target prospects don't actively use social media for buying and selling products and services, so how can we engage with people on social media?

The simple answer is you've got to think around your industry:

Who are your suppliers?Are there any consultants that operate in your sector?Do you use resellers? Are they using social media?Do you think anyone would be interested in hearing your story of how you started or expanded?
and more.


Read more at http://www.thesocialmediahat.com/blog/should-i-use-social-media-if-my-customers-don-t-09232013#zHAGbl4qSPJDBTO6.99

 

Related post by Deb:

    

Open Space on Speed: Social Business with the Coaches, Results! Video


Via Henri Lefèvre, Deb Nystrom, REVELN
Robin Martin's insight:

Good read Deb...! Thanks for sharing...!

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Deb Nystrom, REVELN's curator insight, September 24, 2013 10:11 AM

Great question.  It's all about the network and relationships.  Good reasoning to consider how you want to build out your marketing plan and where social media fits into the equasion.  ~  Deb

Rescooped by Robin Martin from The Social Media Learning Lab
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Strategy & Customer Relationship (Trust) come first, then Social Media Strategy: Forbes & McKinsey

Strategy & Customer Relationship (Trust) come first, then Social Media Strategy:  Forbes & McKinsey | Market to real people | Scoop.it

"Strategy is more important than ever - so that a company's social media strategy is more than a collection of tactics."

 

From the executive point of view, chief marketing officers and the like comment on 2012 social media strategy at the Chief Marketing & Sales Officer Forum summit  It's good to be reminded of organizational systems.

 

__________________________

 

I’m surprised how often a company’s social media strategy is really just a collection of tactics. - Google’s Margo Georgiadis

__________________________

 

Excerpts by McKinsey contributor, Marc Singer.

 

1. Strategy is more important than ever

From Google’s Margo Georgiadis:  I’m surprised how often a company’s social media strategy is really just a collection of tactics.


The alluring possibilities of social and digital media can easily distract our focus from what really matters to our companies—and to our customers. All of us need to bring in the new while staying focused on our enduring customer strategies.

 

2. To engage customers and influence brand perception, marketers need to build trust

Companies are no longer the sole arbiters of their brand; customers have an important, and in some cases decisive, voice. But marketers still have enormous influence around how customers understand and interact with their brand. ...a lot of that value is dependent on trust between brands and their customers, which has been taking a beating in the last few years. 

 

__________________________

 

Many companies still fail to measure accurately or consistently [as their] metrics programs aren’t tied to strategies built around target customers.

__________________________

 

3. Companies need to “instrument” their organizations around target customer segments

Stanford’s Aakers talked about how leading companies haven’t stopped measuring ROI, but they’ve expanded their notion of what the return might be including a more personal form of ROI better suited for a social age:

innovation,  R&D savings,  employee hiring savings,  employee morale and passion,  and so forth. 

 

Ford’s Farley makes the connection between “brand favorability”—the customer’s overall perception of a brand relative to competing brands—and pricing power. Farley has found that brand favorability is deeply driven by what Ford does in social media.  Many companies still fail to measure accurately or consistently as their metrics programs aren’t tied to strategies built around target customers.

 

Read the full article here.

 

Photo credit:  Flickr CC by John-Morgan


Via Deb Nystrom, REVELN
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