Brand Advocacy, Social Selling and Building Communities at Social Media Marketing World
Jim Claussen 270002B8GD JCLAUSSE@US.IBM.COM | | Tags:  advocacy communities social business selling brand media smmw
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On the water’s edge in San Diego CA, more than 2,000 social business thought leaders and practitioners recently gathered for two days at the Social Media Marketing World conference.
Getting off the plane, I enjoyed my first @Uber - a driving social mobile cloud data business - pure awesomeness of user experience. I knew right then, this event was going to provide valuable insights…and I decided right then, I’ve had my last ride in a taxi.
Across industries, from enterprise to emerging startups, from hi-tech to pool installation, social business is reshaping today’s economy and completely changing how businesses and customers engage. Completely changing.
The event left an impression on me. A transformation is underway and gaining momentum. In 2013, the event had 300 attendees, in 2014, the event sold out at 2,000. This was a social event, not just by topic, but in the experience…how the agenda was structured, how people connected before the event, how people collaboratively and openly discussed their business experiences, how people gained from the collective insights. Hands down, it was the most valuable event I have ever experienced.
With >5,000 words of notes, an iPhone full of chart images and an inbox full of LinkedIn connections, I left with some key takeaways to summarize here for the Social Business Insights community.
▪ Your employees are your greatest brand advocates
▪ People trust people & are influenced by people, not brands
▪ Every employee is in customer service, social is a skill not a job
▪ Key to building advocacy programs: champions, coaches, recognition
“Make employee advocacy about the wizard, not the wand,” Jay Baer.
Don’t obsess about the tools, focus on the approach, the frame of mind.
Social Selling (Serving)
▪ Today’s buyers have choices, switching costs are low, buyers actively research
▪ Shift to helping, service, engaging, listening…building relationships…through social
▪ Your value is determined by your network and by what you share
▪ Socially surround buyers, clients, partners
▪ It’s about humanizing the buying process
“Always be connecting, use content as your currency,” Jill Rowley.
▪ We are in the age of influence, don’t underestimate the power of network and community
▪ Community building and influence is a long-term, sustained effort…consistency produces compounding effects
▪ It’s about listening, conversation and value
"Build proprietary communities, don’t just rent on other people’s sand," Jeff Rohr.
Where do we go from here? Keep reading this blog for further insights and check out ibm.com/socialbusiness.