http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
Boards have it on their agendas;
Human Resource Directors are
searching for best professionals in
Chief Marketing Officers are
juggling among the different tactics
to show the best result.
In short everyone is trying to figure out what the right “strategy” is, anyway!
No we are not talking about any new technological development, or a
new corporate roadblock – the topic referred to here is
SOCIAL MEDIA STRATEGY
According to Davia Temin, global reputation strategist,
even today, blogs on social media cautions continue to draw
significant readership. Why –
Because the world has changed seismically. Corporate social
media has gotten far more sophisticated, and far more
You might wonder that social media
is nothing new. Probably most of
you are already using this medium
to reap business benefits.
But the question is – Have you been
successful in doing so?
The list of questions companies
struggle to answer
Is any corporate social strategy private anymore?
How does branding over social media really work?
Should CEOs tweet?
What should an organization stand for on social media?
What should its “voice” be?
Who will own that voice, and should employees be empowered to post
on their own, or should they need to be vetted?
How should those efforts coordinate with more traditional corporate
communications and marketing efforts?
How should an organization respond to detractors, as well as to
Who should control the function, and to whom should it report?
What will get the organization liked, and what will get it hated, and
How should organizations communicate to the public, when the public
now communicates back?
How should haters be listened to, responded to, blunted, deferred to?
Reputation Risk vs. Reward
While the rewards of social media are many, there is something
that has held back many small and large companies.
Deloitte‟s National Study – Many businesses perceive social media as the biggest
threat and “technology disrupter” to their business models. They have become
hesitant to embrace it, fearing corporate reputational risk.
What has led to this thinking?
In the quest to do something, few companies have made drastic
mistakes that have turned off the audiences. Let‟s see a few
examples cited by Davia Temin in „10 don‟ts of corporate
Over-marketing instead of being Social
Forgetting that the brand is on a
social network is one of the worst
corporate social media blunders.
Organizations have not
understood the norms as to how a
company speaks to others, how
much and how often it speaks, and
what is socially acceptable to
Some companies have marketed their brands everywhere. They have failed to realize that
every social medium may/may not be appropriate for the brand.
I Me Myself On- Line Persona
Constant self-promotion has driven many
customers away from several corporate
social profiles. Companies have failed to
realize that interacting with customers
over social media is like interacting with
them in real life. It appears selfish and
arrogant to always say nothing but about
Following the celebrity strategy
Marketing explicitly in social media is only appropriate for celebrities.
You can say celebrities hold an exception when it comes to social media
marketing rules. This is why when you have a Kanye West tweeting his 4
million followers to buy his album, there is no problem.
However, when a renowned company has done
the same, its one and a half Million followers,
have soon unfollowed it.
Adopting a Pitchy tone
Companies have not worked upon to
make their profiles interesting and
Result – Not a single talk about new
innovations coming up, not a single
mention of a secret sale that’s going
on. Soon people have DISLIKED as
they do not want to be Facebook or
Twitter followers of advertising
machine type profiles.
Measuring ROI in followers
While companies have increased the
follower numbers through several short-
cut methods, they have failed to realize
that instead of having loyal customers,
their social profiles is filled with groups of
lurkers (people who look at a page and
follow it, but never click on it again).
Worrying too much about number of followers has been on most
companies’ radar. But then has this tactic been good?
Unable to beat the hate
Often companies have remained
silent against the haters present in
the online community. Some have
even gone up to the extent of deleting
the negative comments.
Organizations have not understood that sparkling dialogue with
audience is a great way to increase ROI. And those haters who get
involved in a heavily positive experience with the brand are more likely
to interact with that brand and consume its product lifetime.
Leaving a page to stagnate
Companies have let their social media pages to decay i.e. leaving it
unattended, unchanged or uncurated for too long. Consequently,
customers (who have tried to reach to the brand through these pages)
have felt neglected and frustrated.
In most instances,
companies have been
unaware about the
have received on their
own orphan pages.
Robotic, faceless brand
Customers always prefer working with real
people in the digital age. And because
customers have not seen — the people
behind the logo, they have been unable to
associate with certain brands.
As a result - instead of loyal, trusting fan
bases, companies have had group of ―fair
No! Small but significant number of enterprises have experienced new horizons of Social
Here‟s a snippet of 6 KEY FINDINGS published in the TCS 2013
Global Trend Study
1. 38% companies have rated ROI on social media as positive
2. 70% companies run or plan to run an Online Consumer Community through the
3. 89% of the leaders value consumer opinion voiced on any social platform
4. Marketing (69%) followed by sales (58%) and customer service (49%) monitor social
5. 53% companies will spend < $2.5 million next year on Social Media
6. Media, Retail, High Tech, Telco & Travel are a few industries to gain optimum
success from social media promotion.
So does that mean social media has turned
out to be a dreaded zone for enterprise?
“Social media is helping us unite and expand. We have
never been so closer to our consumers.‖
- Mark Parker, Nike Pres/CEO
‘’Three years from now, people are going to be sharing 8 to
10 times as much stuff. We’d better be there, because if we’re
not, some other service will be.’’
- Mark Zuckerberg
What has the top stalwarts said
about the importance of corporate
social media ?
Forbes - Corporate social media promotion
will take a new turn in 2014.
Google+ Will Become a Major Factor
It has the second highest number of monthly users - 343 million.
LinkedIn Will Gain Importance for B2B Business Growth
238+ million users (approx),the launch of its Influencers program, will
make it one of the largest sources of content creation and curation.
MySpace – will come back into action
section of experts have hinted at a second successful stint of MySpace.
Image/Video-based content will see more success
Image-based social media sites such as Pinterest, Slideshare, Path and
Tumblr are estimated to grow in the coming months.
Micro video - bite-sized videos to replace the traditional video content
Online addicts are more likely to create and share real-time video from
their smartphones on Instagram and Twitter’s Vine
With big names capitalizing social media to the
fullest. How can the strugglers join the league ?
Social media Etiquette
Give more emphasis to others than yourself. Share
important information esp. those that hold public
Social Media Monitoring
Monitor and track trends that have garnered
maximum viewership. Aggregate data to get into
the crux of the matter.
Using Social Media
First interact with your community on off-beat topics
before starting industry discussions.
Social Media Analysis
Combine cold numbers with human insights.
Choose metrics related to your highest
organizational goals. Form a theory based on your
The blend of social media and CRM
The culture of ―social
networks‖ has changed the
expectations of the people.
Now, customers don’t want to
be ―acquired‖ and ―managed.‖
They want to be delighted and
Businesses have recognized
this; which is why now every
enterprise is putting effort to
build authentic and relevant
connections more than ever.
Experts and technological gurus have called CRM, the most important tool for managing
corporate social media campaigning. Let’s see why –
Earlier marketing was all about yelling at
customers about how GREAT products
and services were.
Today, customers fast-forward through
commercials, ignore glossy marketing
materials, and avoid ―Slick Willy‖ sales
influences their buying decision.
They interact and decide what they want
to buy among themselves. They talk to
companies on whatever social channel
they choose — and in return expect an
Social CRM enables enterprises to become part of
the conversation that customers are having in the
marketing funnel. It helps them become nimble
enough to add value to those conversations.
Result – Customers start knowing and valuing the
companies as trusted resources.
The blend of social media and social CRM enables a
brand to truly listen to its customers more than ever
Engaging with social media conversations, tracking
new leads from a Tweet and moving them into the
sales funnel – are a few USPs of having a social
CRM platform integrated in the business process.
Converge Enterprise is a leading Cloud CRM company offering an innovative
collaboration network portal connecting Customers, Partners and Employees
through social and mobile cloud technology.
The Social Aspect
The whole idea of integrating social tab in Converge Enterprise CRM is to build an
integrated interface for users and customers to share and collaborate.
Using Converge Enterprise CRM, you can get a deeper insight into the customer's
likes, preferences and opinions and accordingly customize your client approach.
Other core benefits to avail through Converge
Converge Enterprise CRM helps you in 10 different ways to improve your
1. Single interactive dashboard screen
2. Controlled data access through team management tools
3. Daily activity management from calendar dashboard
4. Automated sales process
5. DRIP marketing automation
6. Customized collaborative reports for daily update
7. Easy & accurate data import
8. Easy customization solutions to suit different industries
9. Easy storage and sharing of documents
10. Google App Integration
Having a diverse sales team, we were finding it difficult to manage all
our custom processes and workflows through some of the existing
packaged Cloud CRM products. We then came across Converge
Enterprise and have been using the platform for over six months and
the experience has been a good one. The CRM is highly
sophisticated and able to handle all our custom workflows very easily
without the need for expensive customization and most importantly
Converge Enterprise support has been very responsive. I can
recommend Converge Enterprise to virtually any business looking for
a powerful and flexible CRM solution.
Salvatore CarrabbaCEO, Salamander Designs
We have a very aggressive sales and marketing team requiring real
time updates to team calendars and meetings. With Converge
Enterprise we get the flexibility of using it from any device any time
and having all our documents, templates and canned emails stored in
Converge Enterprise, it makes everything so easy on Converge CRM. I
am excited to see my sales and marketing team becoming more and
more productive. Thanks to Converge Enterprise!
Greg DemetriCEO, ClkClk Inc
Hesitant to take the plunge? Read what our clients
have stated about us
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