Comments on: Only %16 of companies have a process for social media http://from.simontsmall.com/index.php/2009/01/28/only-of-companies-have-a-process-for-social-media/ Digital media & marketing by Simon T Small Sat, 10 Dec 2011 18:30:21 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Simon T Small http://from.simontsmall.com/index.php/2009/01/28/only-of-companies-have-a-process-for-social-media/comment-page-1/#comment-109 Simon T Small Fri, 06 Feb 2009 00:25:52 +0000 http://from.simontsmall.com/?p=265#comment-109 @mgoetz thanks for the input, very interesting. Why/how/what were they doing in WOM? Maybe that's an alternate path to get clients into social: Step 1: Do word of mouth Step 2: Realise value Step 3: Expand to Social Media ?? @mgoetz thanks for the input, very interesting. Why/how/what were they doing in WOM? Maybe that’s an alternate path to get clients into social:
Step 1: Do word of mouth
Step 2: Realise value
Step 3: Expand to Social Media

??

]]> By: mgoetz http://from.simontsmall.com/index.php/2009/01/28/only-of-companies-have-a-process-for-social-media/comment-page-1/#comment-108 mgoetz Thu, 05 Feb 2009 20:36:37 +0000 http://from.simontsmall.com/?p=265#comment-108 I love this quote from Miko Matsumura, deputy CTO at Software AG. "For every silo, there is a tribe with its own political interest to horde things." Therein lies the issue. The ownership of the customer experience is spread across stake holders as you mention above. In addition, the social media experience is silo-ed across applications and platforms. It is no wonder that most resort to tactics in social media marketing. However, as much as this beast has been around for 2-3 years, many are just starting to use it. It is difficult for most to consider it a strategy until they understand how it works. When we get better metrics that measure to core business objectives I think you'll see strategy come into play. P&G and Unilever already had word-of-mouth strategies so social media was another vehicle to plug in. Most don't. I love this quote from Miko Matsumura, deputy CTO at Software AG. “For every silo, there is a tribe with its own political interest to horde things.” Therein lies the issue.

The ownership of the customer experience is spread across stake holders as you mention above. In addition, the social media experience is silo-ed across applications and platforms. It is no wonder that most resort to tactics in social media marketing.

However, as much as this beast has been around for 2-3 years, many are just starting to use it. It is difficult for most to consider it a strategy until they understand how it works. When we get better metrics that measure to core business objectives I think you’ll see strategy come into play. P&G and Unilever already had word-of-mouth strategies so social media was another vehicle to plug in. Most don’t.

]]> By: Simon T Small http://from.simontsmall.com/index.php/2009/01/28/only-of-companies-have-a-process-for-social-media/comment-page-1/#comment-107 Simon T Small Thu, 29 Jan 2009 06:03:30 +0000 http://from.simontsmall.com/?p=265#comment-107 Strategy/ist = the hardest thing to explain I think you've hit the nail Matt. They're comfortable, risk averse and down right lazy. Marketing Managers have fun creative roles to come up with ideas, not something as boring as change management, ha! Strategy/ist = the hardest thing to explain

I think you’ve hit the nail Matt. They’re comfortable, risk averse and down right lazy. Marketing Managers have fun creative roles to come up with ideas, not something as boring as change management, ha!

]]> By: Matt Moore http://from.simontsmall.com/index.php/2009/01/28/only-of-companies-have-a-process-for-social-media/comment-page-1/#comment-106 Matt Moore Thu, 29 Jan 2009 05:55:17 +0000 http://from.simontsmall.com/?p=265#comment-106 Oddly enough, everyone I meet in marketing/advertising/PR seems to have the word "strategist" in their title. And yet I don't actually see much "strategy" - a holistic view of customer/consumer relations and an integrated approach to building those relations - being done. Is this unfair? And if it is not, what is preventing CMOs from demanding this from their employees and advisors? Is it simply that commissioning ads is easier than driving change in your organisation where you may not have as much influence as business unit general managers? Oddly enough, everyone I meet in marketing/advertising/PR seems to have the word “strategist” in their title. And yet I don’t actually see much “strategy” – a holistic view of customer/consumer relations and an integrated approach to building those relations – being done. Is this unfair? And if it is not, what is preventing CMOs from demanding this from their employees and advisors?

Is it simply that commissioning ads is easier than driving change in your organisation where you may not have as much influence as business unit general managers?

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