Tagged 'Social business'

How I Plan to Scale Social Media

Posted by Francine Hardaway on January 4th, 2013 at 2:06 pm

Long, long ago, way back in 2010, Altimeter's Jeremiah Owyang gave a talk in which he uttered the immortal words, "social media doesn't scale."
I've found that out through my work with ZEDO, the San Francisco-based platform partner for publishers. ZEDO started with one person doing its social media almost two years ago: me. But the company is growing rapidly, and it has a globally distributed work force in many different time zones. This year, my challenge is to inspire my colleagues to help me with the social media so we CAN scale it better.
I'm fortunate, ZEDO is still relatively small -- about 250 employees. But suppose you are a public company, or even a very large private company with a distributed global work force? How will you control your brand? How do you respond to Twitter complaints in a manner that meets the expectations of customers who tweet out their troubles expecting someone to be there listening? And how do you use social media to help you attract talent?
Listening platforms like Radian 6 help. But they're just a beginning. After all, they're just listening and monitoring. They're not sharing information.
Ideally, we'd like to turn our best customers (our fans) into... Read more

5 Ways New Buyer Behaviors Are Impacting B2B Sales

Posted by Tony Zambito on February 2nd, 2012 at 7:39 am

For many in B2B sales, from senior leaders to sales representatives, it may be a discouraging time. If you follow conventional and social media closely, the storied demise of sales has been told many times. You probably could buy a few lunches if you collected a dollar for every time you heard that buyers are in control and don’t need sales. To you, this sentiment seems like it is taking on mythical proportions. I am not so sure. If I ask myself three simple questions, I think my answers are clear:
Have buyers changed? Answer: Yes
Does B2B Sales need to change? Answer: Yes
Will buyers still require the assistance of B2B Sales? Answer: Yes
I suspect many of you will answer the same way. B2B Sales will continue to matter very much and it will go through periods of redefinitions and transformations over the next few years. Although, in the Social Age, it may seem that people want to be devoid of actual interactions with others in such buying settings, I for one believe buyers are actually seeking more. However, more of what has not defined interactions and relationships in... Read more

Buyerology Trend: Think Demand Fulfillment vs. Demand Generation

Posted by Tony Zambito on December 22nd, 2011 at 10:53 am

This is the third article looking at buyer trends that will influence marketing and sales in the near and foreseeable future.  The two previous articles looked at the future of experience creation and the rise of BIG insight.  This article looks at how buyers are seeking fulfillment in their efforts to achieve goals and what this means to the future of demand generation.  (Image by Kenny Madden © All rights reserved)
Buyer Trend: On A Quest to Be Demand Fulfilled
The conventional as well as social buyers of today can be said to be on a quest to have their demands fulfilled.  Demand being, for the purpose of this article, the catchall phrase to represent a buyer’s desire to have their goals realized, challenges met, problems solved, and concerns alleviated.  What the convergence of the Internet and the Social Age has proffered is the ability for buyers to chart the quest for meeting their demands with much more control, participation, and engagement than in any time in history.
The significant buyer trend of the past decade has become the blinding obvious – we know that buyers are self-directing 70% to 80% of their own buying process.  This trend is profoundly changing the landscape... Read more

The Social Buyer Engagement Index

Posted by Tony Zambito on October 5th, 2011 at 10:18 am

Image by Ross Mayfield via Flickr
In my recent article, The Ascent of the Social Buyer, I made mention that social buyers today were exhibiting an internalized Social Engagement Index.  The mention of a Social Engagement Index is not new.  The people at Alterian have talked about a Social Engagement Index (SEI) as well as a Social Sentiment Engagement Index (SSEI).  Recently, Brent Leary and John Hernandez offered a perspective for The Social Customer in a report called The Social Customer Engagement Index 2011.  The report focused primarily on how companies are leveraging social tools and technologies to reach and engage customers in customer service interactions.  It also pays note to how satisfied customers are with these interactions.
My mention of a Social Buyer Engagement Index is coming from a different direction.  In my anthropological inspired studies, the interest has been on the value buyers today are placing on the ability of companies to provide social engagement capabilities.  It is asking the question: are buyers today evaluating a company’s social engagement capabilities as part of the overall buying experience as well as social experience?  Although in an embryo stage with further research warranted, I think we are beginning to see the emergence... Read more

The Ascent of the Social Buyer

Posted by Tony Zambito on October 4th, 2011 at 11:46 am

Image via Wikipedia
While we've seen the rise of the social consumer in the past two years reshape the concept of social currency, we are witnessing the ascent of the social buyer embracing social commerce.  The B2B buyer continues to ascend and advance in the use of social technologies, networks, and commerce that are radically changing the notion of business as usual.  We are seeing the birth of a new era in B2B commerce that is more social, more connected, and more humanized.
The B2B buyer, for decades, has engaged in primarily offline buying activities.  With the advent of the Internet, we began to see the first shifts in online buyer behaviors influencing how plans and decisions were made in a B2B context.  As the constant motion of the social age evolves, offline and online buying activities are blending into a myriad of new buying behaviors that are yet to be defined clearly.  Like a lens, we are still trying to focus the picture on seeing clearing today as well as into the future how these new social buying behaviors will change B2B commerce as we know it.
A New Social Engagement Index
One of the more interesting developments in the ascent of the... Read more