Subscribe: Comments on: What If Your CEO Is Right To Be Afraid Of Social Media? (Part Two)
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Preview: Comments on: What If Your CEO Is Right To Be Afraid Of Social Media? (Part Two)

Comments on: What If Your CEO Is Right To Be Afraid Of Social Media? (Part Two)

Last Build Date: Wed, 14 Mar 2012 21:31:16 +0000


By: tjcnyc

Wed, 26 Aug 2009 18:11:21 +0000

Randall, you've hit on the critical success factor when you talked about getting in the trenches with your client. It is disingenuous for would-be "gurus" to preach about authenticity and relationship-building in one breath and then Tweet and blog that "clients are idiots" in the next. The clients worth having aren't the ones that can be terrorized into trying social media. The clients worth having are the ones who think.

By: Randall Garcia

Wed, 26 Aug 2009 17:42:33 +0000

Interesting and poignant. Luckily, we've had great success with initially resistant clients. There was a definite fear factor at first. But then when we showed them the incredible volume of data we were able to dig up (sorry, no pun intended -- we use a service called WebDig now), the fear turned into fear of NOT doing something. Not to say its all fear tactics. When you can translate what it all means and how it relates to supporting their brand or changing their consumer dialog strategy, it becomes a tool to really get in the trenches with them.

By: tjcnyc

Tue, 25 Aug 2009 10:59:34 +0000

Walter, thanks for the comment. I think education, understanding, and -- especially -- thoughtful execution are very much needed. Hopefully your Social Media Academy can offer good guidance. Which brand marketers (in Australia or around the world) would you consider best-in-class at getting these right today? More important, what are they doing well that others should emulate?

By: Walter Adamson

Tue, 25 Aug 2009 06:10:11 +0000

While a certain sector of the enthusiasts, gurus, and experts lament that the CEOs and CMOs "don't get it" we find that's often not the case. They get that there is something big going on. What they don't get, and don't get from their agency experts and others, is how they can approach this in a business-like way across the whole company. So they DO get that there is a lot of thinking needed, and a good plan, and good execution and monitoring, and it involves more than pushing out messages from marketing. They lack somewhere to turn for education and training and for robust business processes. That's causing hesitation because it shoots the risk sky high to rush into the unknown. I think it is in this area of helping facilitate the education and the understanding of the organisational changes and ongoing management processes that real social media practitioners are making their mark. Walter Adamson, @g2m Social Media Academy, Australia

By: What If Your CEO Is Right To Be Afraid Of Social Media? (Part One) « i C P G

Mon, 17 Aug 2009 23:55:36 +0000

[...] Go On To Part Two. [...]

By: John Clapps

Mon, 17 Aug 2009 20:58:59 +0000

"There’s a difference between understanding that the customer is boss and abdicating your responsibility for protecting the brand" - well said. Social media should be the single best way to monitor what people think of a product or service. It shouldn't be feared but embraced. John

By: Chris Walbert

Mon, 17 Aug 2009 20:55:56 +0000

Tom, As always, I appreciate your balanced and level-headed approach. In 2004, I was working in-house for a weight loss company and we were starting to really see some tremendous growth on our e-commerce site. Sales were moving from 60/40 (call center/web) to near 30/70, and this was happening very quickly. With the basic idea that web customers deserved the same ability to ask questions and get support that phone customers had, we implemented some extremely simple discussion boards on our e-commerce site. Within a few weeks, there was an almost overwhelming number of people posting to these boards multiple times a day. The interesting part was that they weren't posting questions for the company to answer. They were asking each other about results, what products they liked the best, and encouraging one another to stick with the plan. What we thought would be helpful to a small number of customers ended up being the most popular part of our site, by far. Once we saw how desperately our customers wanted to connect with each other, we decided to build an online community with all the tools they would need to follow the plan and support each other. While convincing certain people in the company that online communities were important in '04/'05 was sometimes difficult, it was never hard to convince customers. They loved it from the very beginning and, at least in part, due to the support they received from other customers, were extremely loyal. All of this is to say that if you provide a platform for your customers to talk and you actually listen to what they say, they will tell you what they need. I know telling companies to "listen" has been done to death, but it really is true. But don't just listen to the most vocal customers and the ones that may be outliers, listen to all of them, get a sense for what they need, and then give that to them.