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@SocialMoves
@SocialMoves
Data-driven social marketing processes
Sep 12 2009, 6:26 AM EDT | Post edited: Sep 12 2009, 6:26 AM EDT
A very promising thing happened the other day when I presented emerging social business processes to a company that manufacturers, of all things, shrink wrapping equipment. The CEO didn't see how Facebook, Twitter and the like could help his B2B business. On the white board I jotted "social media" and then immediately changed it to "social process." I then asked if they had any customer insight data and what they were doing with it the drive process improvements. I then talked a bit more about opportunities to capture data insight from launching initiatives like crowdsourcing and enterprise microblogging. I could see the CEO's eyes having an "aha" moment. He then chimed in to say that they were installing remote sensors on their customers' equipment to monitor uptime and dispatch field service to fix problems. His revelation unfolded, "We can use that remote data and field service feedback to report best practices in the use and maintenance of specific equipment models within our product line." I then added that he could present that data withing web-based user communities on his web site to support sales conversion. That's when the VP of sales started smiling. This exchange is where I think the real traction is happening to get C level buy-in beyond the social media Facebook, Twitter discussion. I look forward to hearing what others think or can share in moving beyond the "media" label of social media. Cheers. 3  out of 3 found this valuable. Do you?    

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