We recently partnered with a very smart guy named François Gossieaux of Beeline Labs on behalf of client CT Wolters Kluwer to discuss social media. We’ve started a rudimentary social media awareness campaign for CT and some other clients, namely nascent broadcasting of company news and insights via Twitter and LinkedIn communities and becoming more actively engaged in online discussions. François’ insights were geared specifically toward how to build on that foundation and use social media as a true “platform of participation” to make customers front and center.
A few of François’ pearls of wisdom:
- “The key is to be customer-centric, not company-centric.” Social media is about communities, specifically your customer community. Social media enables companies to make their customers’ voices and opinions front and center. It first and foremost is a fundamental shift in how a company views its marketing, sales, nurturing, prospecting, employees – in short, every aspect of the company can truly be about the customer.
- “People are only going to belong to a certain number of communities.” It makes sense, doesn’t it? You only join so many clubs or read so many newspapers. Online, it’s going to be the same way. So be smart about “building your own vs. buying into an existing.” Look for synergies with existing communities, blogs or groups to see if you can achieve scalability there before trying to go it alone. Look at small-business sites – Staples and HP tried, but only American Express Small Business has succeeded. Engage where your customers are today before trying to build a new place for them to come.
- “The most successful groups are those with a common set of characteristics.” Look to build your own groups and communities around basic characteristics like chemistry, commitment, passion and pride. Unite around a common purpose or goal, measure and evaluate the group’s progress and build a community around people with a vested interest in making themselves and the group successful.
In sum, and as I’ve said before, look at social media as part of your entire arsenal for customer delivery. After all, if they’re happy, you’re probably making money.
By Laura Grimmer