Social Selling

Advocacy And Branding In The Social Age

Advocacy And Branding In The Social Age
By January 26, 2011 Social Selling

people figuresLEADING THOUGHTS

It used to be that branding was more or less straightforward. Mind you, it was never easy — one of my favorite marketing professors from undergrad used to say “A good Brand is like your friend; you can describe what your friend is like to another friend”. The more concisely you can convey your purpose, vision, meaning, and differentiation, the better job you have done at branding yourself. But with social media, just because you as the company say something about your product, does not make people run out and purchase it.

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Do You Know Any Directors Of The Telephone?

Do You Know Any Directors Of The Telephone?
By January 11, 2011 Social Selling

telephoneI spent the past couple of days in Las Vegas for CES, and even though consumer electronics is not my focus, it has an increasingly new media bend to it.  As such, it was great to see my old industry friends and meet new ones. I found myself having a series of conversations about where social media is heading. It’s been on my mind quite a bit lately, and my latest thoughts and conversations are what inspired this post.

As social media moves out of the experimental stage and into that of business plans and financial commitments, and as the industry matures, we need a better plan than just throwing some tweets into the “social river”. I think the idea of a social business will keep gaining a stronger and stronger foothold, as the novelty of social media wears off and reality starts to set in.  There’s an important distinction between social media and social business. Social media is a new set of channels communication paradigms; a social business is a business that knows how to take social and traditional tools and make them work together. A social business doesn’t single out social media; rather, it makes it part of everything it does.

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Goal Setting For Your Social Strategy. Goal #3: Increasing Profits

Goal Setting For Your Social Strategy. Goal #3: Increasing Profits
By December 31, 2010 Social Selling

drop coin in piggy bankLEADING THOUGHTS Earlier this week, we discussed the importance of both, increased awareness and an excellent customer experience, to your ability to get and retain customers, as well as increase trial, purchase and repurchase rates. We also discussed the ways in which social media engagement can help you achieve both of these goals. If you do these things well, your revenue will grow. However, revenue is the first step in business success. Making sure you remain profitable and have enough money to invest back in your business is key. Social media can actually help you do that as well. Right next to raising awareness and providing a better experience, driving profits should be a goal for your social media activities. Recall that a healthy social project ROI is a product of both: increased revenues and operational cost savings. Check out this great ROI framework created by Michael Fauscette, Natalie Petouhoff, Kathy Hermann, Erin Traudt and Mary Wardley.

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The Oldest Social Gesture: The Handshake

The Oldest Social Gesture: The Handshake
By December 10, 2010 Social Selling

handshake LEADING THOUGHTS Once upon a time (a year or so ago), I tweeted something, to which someone responded: “Hey, you should meet @alizasherman“. I no longer remember the particulars of the context, nor does it matter really. What matters is that through this Twitter introduction, Aliza and I virtually “shook hands”, mutually followed and started to build a “professional acquaintance” relationship, tracking each others’ personal and professional developments, commenting, tweeting and retweeting.
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People won’t remember what you did or said, but they will remember how you made them feel.

People won’t remember what you did or said, but they will remember how you made them feel.
By November 6, 2010 Social Selling

zappos logo

LEADING THOUGHTS I had a customer experience last night that almost brought tears to my eyes and I wanted to personally share it with you. My son had a English class assignment to write a feedback letter to a company. He choose to write Zappos since he loved the company. He loves Zappos because he can easily find shoes he likes, order them and get them quickly without any hassle if he needs to send them back.

So he wrote a letter of gratitude expressing his appreciation for the years of excellent service they provided him.

Zappos then blew me away by sending my son Ian a book called “Zappos Culture Book”. They went a step further by having the entire management team personally sign the book, each writing a short personal message to my son Ian. When he showed me the book I was stunned. I could not put it down. I have rarely had an experience like this in all my years of business.

On one of the first pages was the following quote by the CEO/Founder Tony Hsieh;

“People may not remember exactly what you did or what you said, but they will always remember how you made them feel.”

I will always remember how this experience made me feel.

I am a Zappos customer for Life!

Social Business: Three New Required Roles For Your Company, By Brian Vellmure

Social Business: Three New Required Roles For Your Company, By Brian Vellmure
By May 27, 2010 Social Selling

brian vellmure

TRUSTED VOICES It is our great pleasure to inaugurate the Trusted Voices section with a post from Brian Vellmure, a renowned thought leader in everything related to strategic customer focused initiatives.
The article below introduces some of the keys to success in Relationship Management. It highlights the importance of listening to our contacts in order to know them better, and creating quality and viral content that satisfies their needs, which would ultimately contribute to building “Communities of Trust”. Small companies may not yet have the resources to hire dedicated personnel for this, but integrating those concepts into the overall strategy is a great start. Read for yourself!

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