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
Image by Ross Mayfield via Flickr
Tags: Alterian, Brent Leary, business, Buyer, buyer experience, buyer experience cycle, buyer persona development, buyerography, buyerology, buying experience, customer service, Goal Centric, Social Age, Social business, social buyer, social buyer persona, social experience, Social influence, Social Media, Social network service, Tony Zambito
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In the B2B world, the emergence of the Social Buyer is causing organizations to search for better ways to reach its’ base of buyers. What we do know is that B2B buyers are demanding more social experiences in their buying processes. To date, it appears that many of the efforts to reach buyers remain tactical in nature. Companies are looking to social media and other means such as content marketing to fit into their existing structure and business operations. This approach, if wedded to existing structures, may in fact be impeding the evolution of B2B organizations to not only adapt to changes in buyer behaviors but also align their organizations to the emerging Social Buyer.
What we continue to witness is how compartmentalized efforts are being aligned with existing departments. Certain tactical initiatives related to social networking, content strategy, demand generation, and more continue to have a very provincial nature to them and the debate related to proverbial “who owns this” continues to be avoided. Business leaders, especially those in B2B, must take heed to what is happening in the under layers of their business industry and what influence the Social Buyer is having in their marketplace. Here are just three that... Read more
Tags: B2B, b2b marketing, business, Business model, Business-to-business, Buyer, buyer persona, buyer personas, content marketing, Goal Centric, Social business, social buyer, social buyer behavior, social buyer ecosystem, social buyer persona, social ecosystem, social experience, Social influence, social marketing, Social Media, Social network service, social selling, Social technology, Tony Zambito
Posted in Creative Best Practices, Emerging Platforms, Opinions, Search, Social Media, Targeting, Websites | 1 Comment »