Love this quote from the new CMO at Dell from her interview in Adweek
Can social media scale and be measurable?
I think it can and has to. We have 2 billion conversations online a year. If I can't scale to the requirements, I can't continue to be a thriving business because that's increasingly how customers are shopping and engaging. It's not even an option not to scale, but it's to figure out how to do it around the customer. We're less focused right now on attributing ROI to everything we're doing. We're focused on "does it enhance the customer experience?" Does it look like revenue and profit are following? I'm less interested in measuring cost per contact. I know engagement with a fan on Facebook is a really good thing. I don't measure if that shortens the sales cycles. The things I can measure I feel great about. Those I can't I'm not losing sleep about.
via www.adweek.com
Showing posts with label Dell. Show all posts
Showing posts with label Dell. Show all posts
Thursday, June 3, 2010
Saturday, May 15, 2010
The social web media battle against corporate
In this technology and ideas age, if your corporation does not have an official blog or a facebook fan site. Then your company is considered "old-fashioned". This is not only a beauty label. You should be seriously worried if your major competitors are ahead of you in the social web curve.
Many reputable corporations today have official blog sites and facebook fan pages. General Motors, Dell, UPS, Fedex are great examples of well-established companies who are using the new media to their full advantage. They recognized the importance of bringing people together online!
In my work with a regional client, he is keen to embark on this media plaform to expand his reach to employees and customers. His openess to explore new ways of communications is commendable despite his corporate's alienation of social media for years. Close to 70% of the employees in his organization are active social networkers through facebook, despite not having fb access at work ! Huge potential for internal communication ! We discussed possibility of developing a blog for customers and industry where it operates. However we still have to work through layers of resistance and challenges his corporate HQ may present.
PR department manages corporate reputation. A blog or a facebook are just two of these channels for reputation building. There are no different from interviews with analysts, press, and public speeches - all of these are documented anyway. The fundamental is to make sure that all spokespersons are well trained in what can and can’t be said. However, if the CEO has proven him/herself to be a loose cannon, perhaps some second party should advise on blog posts as well as during interviews.
There is only so much a provider like myself can do, it still boils down to who can win those corporate battles to reach new communication frontiers!
Many reputable corporations today have official blog sites and facebook fan pages. General Motors, Dell, UPS, Fedex are great examples of well-established companies who are using the new media to their full advantage. They recognized the importance of bringing people together online!
In my work with a regional client, he is keen to embark on this media plaform to expand his reach to employees and customers. His openess to explore new ways of communications is commendable despite his corporate's alienation of social media for years. Close to 70% of the employees in his organization are active social networkers through facebook, despite not having fb access at work ! Huge potential for internal communication ! We discussed possibility of developing a blog for customers and industry where it operates. However we still have to work through layers of resistance and challenges his corporate HQ may present.
PR department manages corporate reputation. A blog or a facebook are just two of these channels for reputation building. There are no different from interviews with analysts, press, and public speeches - all of these are documented anyway. The fundamental is to make sure that all spokespersons are well trained in what can and can’t be said. However, if the CEO has proven him/herself to be a loose cannon, perhaps some second party should advise on blog posts as well as during interviews.
There is only so much a provider like myself can do, it still boils down to who can win those corporate battles to reach new communication frontiers!
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