Do sGovernment And fGovernment Get A “Like”?

Jennifer Belissent

The word is that promise of sCommerce (social commerce) and fCommerce (Facebook commerce) is more speculative than proven. What about the role of social media in government and governance? Mayors, other city leaders, and local organizations increasingly communicate and interact with their constituents via social media.

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Google Search Gets Social- What it Could Mean for Marketers

Melissa Parrish

I don’t know about you, but my head is spinning from all of the articles and editorials about Google’s incorporation of Google+ content and other personalized search results.  While there’s lots of conversation about whether the changes are good or bad for Google and the future of search, whether Google is opening themselves up to more anti-trust investigation, and whether Google was simply too late to the social media game to make a difference,  I’m going to leave those arguments to others.   I’m more interested in the potential opportunities and challenges for marketers that this integration of search and social presents.

Opportunities

  • It may give marketers an additional metric to track for social media.  Google will be surfacing your brand’s Google+ social content directly into personalized results, for consumers who’ve added you to their circles.  These search results may also include content that a consumer’s friends posted about you.  That means qualified clicks on your social content—and that means possibly tracking how much search traffic you generate to your own sites through social marketing. 
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Do Asian organisations still need IT departments?

Tim Sheedy

The shift towards the empowered consumer and employee is no more obvious than in Asia - particularly in Singapore, where a recent Google study showed that smartphone penetration is a whopping 62% (compared to 31% in the US). In fact, of the 11 countries in Asia surveyed, four of them (Singapore, Australia - 37%, Hong Kong - 35%, Urban China - 35%) had higher smartphone penetration rates than the US (and amongst 18-29 year olds, 84% of Singaporeans had smartphones, compared to 47% in the US!). With many of the more populous countries having young populations (average age: Philippines - 22.9, China - 35.5, India - 26.2, Indonesia - 28.2 - see World Factbook), the gen Y factor is driving employees to question whether the current way of working makes the most sense.

With so many young, mobile and connected employees, it is no surprise that CIOs across the region regularly complain about the company staff self-deploying devices, applications and services from the web or from app stores. The attitude of many IT shops is to shut it down - interestingly, the whole concept of "empowered employees" is quite "taboo" in some countries across the Asia Pacific region. A CIO recently told me that "smartphones and social media have come five years too soon" - referring to the fact he is planning to retire in five years, and that these technology-centric services are proving to be quite a headache for his IT department!

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It's Time To Start Thinking About Social Media Training

Melissa Parrish

Over the past several months, I’ve been hearing a lot of clients say they’re ready for the next step in social media. Many marketers —probably most of you reading this post — have already established your initial social footprints and are ready to move on to the next phase of social media maturity. But as my colleague Sean Corcoran’s social maturity curve shows, the further along you move, the more people you need to involve to keep your social trains running — and that introduces more risk.

One of the most important ways marketers are avoiding problems as more colleagues start participating in social programs is to spearhead training programs in their companies.  My latest research explores the spectrum of these training programs, which ranges from casual all the way through formal certification. 

You can see from this chart that training programs are developed across four dimensions: content, delivery, participants, and measurement. The programs don’t always fall firmly and neatly into one level of difficulty across all these segments. Rather, training evolves as the company’s commitment to social media evolves, moving through formats till formalization is achieved. Usually:

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Forrester’s Tech Radar Assessment Of 24 Contact Center Technologies For Customer Service

Kate Leggett

The contact center technology ecosystem for customer service is a nightmare of complexity. At a high level, to serve your customers, you need to:

  1. Capture the inquiry, which can come in over the phone, electronically via email, chat, or SMS, and over social channels, like Twitter, Facebook, or an interaction escalated from a discussion forum.
  2. Route the inquiry to the right customer service agent pool.
  3. Create a case for the inquiry that contains its details and associate it with the customer record.
  4. Find the answer to the inquiry; this can involve digging through different information sources like knowledge bases, billing systems, and ordering databases.
  5. Communicate the answer to the inquiry to the customer.
  6. Append case notes to the case summarizing its resolution and close the case.
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Define Your Social Ecosystem

Nigel Fenwick

One of the many interesting topics of discussion we get into in our Social Business Strategy workshops is around the social ecosystem. This is the name I have given the collection of business capabilities potentially enhanced by one or more social technologies.

First let me define social technologies. Note I’m using the word “technology” quite deliberately in place of the more common term “social media” because social media is too often associated with consumer-facing technology as deployed in support of marketing. In defining the entire social ecosystem I prefer the more generic “technology”. I define social technology as “any technology that enables one-to-many communications in a public forum (or semi-public if behind a security firewall)”.

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Turbocharge Customer Service With Social Channels

Kate Leggett

We all know that companies are trying to leverage social channels for customer service. But how can they be deployed in a way that adds value to an organization? Here are my thoughts:

You can’t implement social technologies in a silo within your contact center because you have to be able to deliver a consistent experience across the communication channels you support: voice, the electronic ones, and the social ones. Read my blog post on how you can do this.

Once you get the basics right, you are ready to add social media capabilities. Best practices include:

  • Start by listening to customer conversations. These conversations can surface general issues with products, services, and company processes. Make sure you create workflows to route surfaced issues to the correct organization so they can be worked on.
  • Flag and address social inquiries. Understand the general sentiments expressed in these conversations, but also identify specific customer inquiries and route them to the right agent pool for resolution.
  • Extend your customer service ecosystem with communities. This allows your customers to share information, best practices, and how-to tips with each other, as well as get advice without needing to interact with your agents. But don’t implement them in a technology silo; they should be well-integrated with current contact center processes.
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How I'm Using Google+ (Hint: It's About Relevance)

Melissa Parrish

If you were to glance at my Google+ profile, you’d probably think I’m practically inactive. But what you’re seeing is the public view of a very targeted set of actions, based on relevance.

I like to have different kinds of conversations with different people, so when I share content it’s with circles that designate not only relationship but topics too, and Google+ makes it really easy for me to be highly relevant in this way. Take, for example, politics. I like to talk about it, but I’m rarely interested in fighting, so when I share a politically focused news article, it’s not enough to be in my Friends circle. To see it, you have to be in my Friends-Politics circle, where I’ve included people who I know I’ll have an interesting conversation with that won’t result in insults and multiple exclamation points. 

There is one thing missing if relevance is an aim of the platform. As of today, my relevance-based circles only apply to what I share with others. What would be especially helpful would be a way to limit the content I see from others in that circle to the topic I’ve assigned it. For example, I’m following Christian Oestlien, one of the Google+ product managers, specifically for updates about Google+. So while the YouTube music videos and Onion articles he posts are probably funny, I can’t say I’m particularly interested in seeing them from him. Now, if one of the people in my Friends-Hilarious circle posted them, that’s another story . . ..

So what are the implications for brands?

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How Successfully Is Your Organization Using Social Technologies?

Nigel Fenwick

Let's face it, there are plenty of examples emerging of organizations doing great things with social technologies -- but just how many are having a measurable impact on their organization's goals?

If you think your organization is already doing great things with social technology you may be right. If you are seeing measurable results, I encourage you to nominate your organization for a Groundswell award.

What's a Groundswell award? Josh Bernoff, one of the authors of Groundswell, explains the history of the award in his blog here. Each year we review multiple nominations across various categories of social technology use; we identify the examples we believe best demonstrate the criteria for winning each award. We have categories that include internal and external uses of social technologies, and we're especially interested to see examples of strong collaboration between IT and Marketing. This is the fifth year we are running these awards (you can see past winners here and a full list of award categories below).

The 2011 award categories include:
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How Are You Using Social Marketing Management Tools?

Melissa Parrish

Back in April I published a report called Take Control of Your Social Marketing, which looks at the emerging market of social marketing management tools.  In it, I identified three groups of these tools: the social publishing platforms, the social promotion builders, and the platforms that focus on both. 

In the two brief months since that report came out, the volume of questions I get about the topic has skyrocketed.  I can’t say this is surprising, as our own research is showing that many marketers are reaching a level of social marketing maturity at which tools like these can greatly increase the efficiency and success of their programs. There’s also been a lot of press coverage of the moves, changes, and announcements coming out of the vendors in this space, which has undoubtedly raised the profiles of these companies with marketers. 

  • In January, Vitrue, a company that falls into the “concentrating on both” category and which wasn’t able to participate in the original report, announced the closing of a $17 million series C financing round.
  • In February, Syncapse Corp.  made its own financing announcement -- an investment commitment of $25 million.
  • In March, SocialWare announced a partnership with LinkedIn that brings its regulatory compliance expertise and tools to the professionals’ social network.
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