Consider Social Customer Service to Establish Social Media ROI ~via @ignitesma

This post is right on point and makes a perfect case for Return on Relationship (#RonR) enhancing ROI. See below for the screen shot of a coincidental engagement I had with United Airlines right before I saw this post from John.

Originally posted at Ignite Social Media

By: John Andrews  |   January 14, 2014  |   

“Create smiles… they are the currency of conversations.” #RonR – Ted Rubin

When I tweet a brand, like a growing number of consumers, I expect them to respond, especially if I have a question or a problem. For many, Twitter has become the customer service contact of choice. Even when I don’t have an inquiry, it’s nice to know the brand is there in a humanistic sort of way. Like I know@AmericanAir is there for me, even when i’m not asking for anything:

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The Message That Connects

Marshall McLuhan — a godfather of 20th-century communication theory — characterized one of the challenges inherent in connecting when he coined the phrase “the medium is the message.”Seth Godin hit on it from a different angle in his timely post today, Get Over Yourself.Given the timing — the 1960’s, in North America — many interpreted McLuhan’s theorizing as particularly pertinent to advertising and the increasing reach of mass media. The idea — that the channel is not just acarrier, but part-and-parcel of the message — has been the subject of countless debates and scholastic examinations.

On far less lofty ground, marketers, advertisers and media types have for decades hypothesized about McLuhan’s precise inference, and the implications for which medium best fit what message.

And in the process, we often theorize right over the real point.

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Dear [insert business name], what’s your promise?

You say you want to get closer to customers, but your actions are different than your words.

You say you want to “surprise and delight” customers, but your product development teams are too busy building against a roadmap without consideration of the 5th P of marketing…people.

Your employees are your number one asset, however the infrastructure of the organization has turned once optimistic and ambitious intrapreneurs into complacent cogs or worse, your greatest detractors.

You question the adoption of disruptive technology by your internal champions yet you’ve not tried to find the value for yourself.

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The Four Hats of The Social CMO Webinar

Join us for The Four Hats of The Social CMO webinar for a unique look at four roles emerging marketing leaders can embrace as they evolve to become Social CMOs!

As with any new disruptive technology, social networking usage in enterprise business is still in its’ infancy with marketers in a preferred position to gain advantage. CMO’s can benefit from being first movers in introducing and adopting social networking technologies to become social leaders within their organizations.

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The Power of Strategic Social Media Marketing

As business storytellers, we have spent the last three years watching, learning, and immersing ourselves in new media. The digital evolution yields immense value in audience reach, messaging power for B2B and B2C companies, and in accessibility to customers and information. The number of participants engaged on Facebook, Twitter, and YouTube demand a company’s attention.

How to harness the power of these channels is the key marketing question. In much the same way we begin every marketing initiative, we start with the end zone—what’s the goal and how will we reach it? For our clients, Return on Investment is answered in the larger context of strategic marketing and public relations; social media is not a stand-alone marketing channel with a disparate ROI.

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Put Some Skin In The Game

Building something entirely new. Creating something fresh from something that existed. Evolving business to a new place. Changing a culture. True innovation. Standout success. Attaining influence or authority. Building a devoted following. Creating lasting relationships.

There’s one thing that all of these have in common…

You must invest something of personal value and worth.

It might be your ideas, your energy, or your reputation. Maybe it’s something tangible, like money or resources. Perhaps it’s a bit of all of those combined.

But leading – truly leading from within, not just sitting in a position of annointed leadership – requires an element of vulnerability that few are willing to risk. It means betting on your own hand, and being part of the things that you’re asking others to do with or for you.

If you have little invested, you have little to lose. And it’s hard to trust your intentions if you can’t be bothered to commit – and risk losing – something you value in the name of the thing that you want.

Let your team, your volunteers, your customers, peers and colleagues know what you’re willing to put on the line to achieve something. Don’t just work on a project. Don’t just build a plan and execute on it or delegate it. Invest in it. Personally and professionally. Put some skin in the game.

And let them see you do it.

Then watch how the game – and your own perspective – changes dramatically.

Amber Naslund

image by banspy

Mastering social media is all about who LEADS!

Having been continuously inundated for the last few years with social media how to books, articles, the five steps to the ten steps of social media greatness and so on, I am now at the point of saying enough already, STOP!

Under such duress my brain has been crying out for a way to crystallize a simplified explanation of the core requirements and sequence required to assist people and businesses to master social media in a straight forward, meaningful and practical manner.

And so recently the LEADS social media concept was born and simply stated, it is an acronym for Listen, Engage, Activate, Dominate and Social mandate or just LEADS for short.

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Ford CEO Shares Executive Leadership Lesson in 140 Characters

Photo courtesy of Flickr Ford APA

One of the most valuable shifts in business communication is taking place on Twitter: a global audience can now learn from industry leaders and apply high-level advice in real time. At, there are 28,242 books written specifically on business strategy. Since it’s impossible to read and filter all that advice, there are competitive advantages to connecting with executives and learning from a primary source. And even more valuable to have access to a Fortune 10 executive’s insight.

On March 31, Ford Motor Company CEO Alan Mulally joined members of his management team at the New York International Auto Show for 30 minutes on Twitter. Pictured with Digital Communications Director Scott Montyand fresh from co-chairing the prestigious China Development Forum (CDF) in Beijing, Mulally was available for conversation and questions. Named one of Barron’s World’s Greatest CEOs in March, Alan Mulally’s accessibility defines Ford’s corporate culture.

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The Role of Leadership in Social Media

We often hear of social media being equated with tools and platforms. But it’s really much more than that.

If you’re adopting these technologies and behaviors at your company, it’s not about the shiny new toys. It’s fundamentally about culture change. And that type of transformational change – which may include updating business practices – must come from the top. But more than a top-down dictum, it’s got to be part of leadership.

I’ve previously discussed leadership here – in particular the leadership from Ford’s CEO Alan Mulally, who really gets social media. He promotes a culture of transparency and openness that is completely aligned with the way we’re trying to engage with consumers online and think about how we do business. Consistency of purpose and of message is key.

The Washington Post’s “On Leadership” feature recently did a two-part interview with Alan that captures some of the thinking behind what makes this major culture change at Ford such a success. I thought it was valuable to share these videos with you, since there are broader business lessons here that any marketing, communications or social media professional should understand.

Alan Mulally on catching mistakes

Transcript available here.

Alan Mulally on the “liberating clarity” of his mission

Transcript available here.

This kind of thinking and laser-like focus on our plan is one of the things that continues to set Ford apart. In social media as well as in the industry.

Scott Monty

Four Must Have Skills For Tomorrow’s Leaders

Every now and then it is important to take a personal inventory of your skills and abilities. I don’t mean an end of the year surface-level, quick, “hey, I’m great” type of thing. I’m talking about an honest, candid evaluation of yourself as a leader. A deep look inside.

Every time I have done this over the years, I also ask myself, “What skills do I need to develop to be more successful in the future?” There are four must have leadership skills on my list this year. They are:

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