Perspectives » #BWELA

Social Consumerism and The Great Divide | Social Business Values #Custserv #Leadership #Strategy

Mila Araujo — Sun, 10 Jun 2012 20:24:50 +0000

As more and more brands are learning how to do social business and integrating social mindsets into all areas – the divide between the traditional business (non-social), and the social business is evident. For the social consumer the differences can be intolerable.

Will the rise of the social consumer change you?

In the video short below “Drive Blog: Episode 1″ , I discuss the difference I see in businesses that demonstrate social values, and share the story of what happened when Chris Brogan tried to get some resolution to an issue on a Facebook Page. What would your response have been if Chris Brogan wrote to you on your brand’s Facebook page, and is this how you would treat every customer?

In exploring the attributes of the Social vs. Non-Social Mindset I found several key differences:

The Social Business:

Is Agile, Adaptable, Friendly and responsive.
Integrates Social Media success strategies into all departments, creating a culture of Social Behavior which benefits the company itself (increasing internal communications) as well as the consumer.

Sam Fiorella, Chief Customer Experience Strategist for Sensei Marketing, has some excellent examples of this from his presentation at #140MTL, where he introduced the concept of his upcoming book: “Business 20/20″

Understands that there is no such thing as “Meeting Expectations”.

Stan Phelps, Author of “What’s Your Purple Goldfish” gives excellent examples of how businesses are using social to go the extra mile, and shares the ideas of what the mindset on customer service has evolved into.

Understands that every individual counts, and considers the power of Influence.

As discussed by Mark Schaefer, who shared his research from his new book : The Return On Influence, at #BWENY this week.

Works on a person to person basis, realizing that in speaking with one, they are actually speaking with many.
Realizes that although interactions may start online, many conversations require further discussion and will take the issues off line for deeper engagement or resolution using traditional methods, like a phone call or meeting.

Social Business = Increased Accountability

As consumers become used to this social behavior from businesses, it becomes increasingly difficult to understand the behavior of traditional businesses who are less responsive, are burdened by layers of red tape, and who think it’s acceptable to put the complaint of one on a back burner while they get themselves organized internally.

The public nature of doing business socially increases brand accountability, and requires members within the organization to be empowered to respond and resolve issues fairly and quickly in the public eye. The emerging social consumer has no tolerance for non-social processes that are time consuming, and often go nowhere.

“I don’t trust a business if they are not on Twitter”

I quote JD Andrews ( @earthxplorer ) in my video above. A few months ago, he was visiting Montreal, we had a wonderful chat about customer service and social business. He made the striking comment: ” I don’t trust a business if they are not on Twitter”. Although the statement may seem extreme, as social business evolves what we are starting to see is that the customer centric companies and those who wish to be transparent are making their way into the social space and “being” social. As we as consumers become used to dealing with organizations on these levels which allow deeper interactions, I believe that the social consumer will reflect JD’s view on this, if the business isn’t social, perhaps it’s simply not worth dealing with at all. As consumers, we certainly don’t have the time for all the red tape, nor for the frustration of not being heard when there are business out there who are listening to us.

It has nothing to do with whether you have a Facebook or Twitter account, it has to do with what you do with it, and how much you really understand the objective of being in these spaces. It’s not about form letter’s , it’s about being able to truly show you care, have true dialogue and being personal.

Share your thoughts:

Have you transitioned to social behavior?
How have your expectations changed since the emergence of social?
How long will you tolerate doing business with a company that doesn’t get social?

The post Social Consumerism and The Great Divide | Social Business Values #Custserv #Leadership #Strategy appeared first on Perspectives.

Strategies in Social Media – Learning the Ropes & Expanding Horizons

Mila Araujo — Fri, 09 Mar 2012 02:46:57 +0000

If you look up a definition for Social Media, you are going to find what is probably the broadest collection of definitions of any word. It would be like asking the question, what’s the best food on earth. Always a different perspective and approach to the answer. I tried the exercise for myself, here is a great example of what you might find from “The Social Media Guide” a whole collection of definitions, all centering around the same idea, but all slightly different in how they identify the key attributes and in who has written the definition.

If you are in business and trying to understand how to use Social Media, anyone you ask will likely give you a range of answers as broad as the definitions available. So where do you turn? Of course, finding an “expert” to guide you would make sense. However in this emerging field, many experts are “self proclaimed” and lacking some background, you may even be in more trouble by seeking the wrong person’s advice.

So here is my advice, as a fellow business person: the best place to understand social media and really get a sense of how to succeed is by getting involved within social media, and if you are not sure how, do it “IRL” (in real life): attend conferences where true experts make themselves available to share in their expertise using concrete examples.

In the Social Media world, its the missing piece of the puzzle.

Well organized conferences that provide opportunities for learning and networking give business people the ability to interact, ask pertinent questions, and get feedback on what an experts opinion is for their specific business. Sharing experiences and learning from what other organizations and brands have been doing give a spectrum of experiences and answers that no one book, or simple definition could ever portray.

Meetups are also excellent opportunities to meet people in your region who also share similar interests. Again, mini versions of what you can find at conferences, meetups are a great place to share ideas and learn about new projects, different approaches, and connect with new people.

This is a photo by @Josepf from #BWELA where I was so honored to be a part of live #BLOGCHAT and meet the awesome @MackCollier IRL along with @lttlewys @jackinessity @prosperitygal along with many other incredible friends and inspiring role models.

If you don’t get out of whatever your daily routine is, you will never find the inspiration and energy. If you want innovation and positivity – if you truly want to learn, develop, evolve and find new levels of understanding, meetups and conferences are the way to go.

I attend several conferences a year, such as #140conf, #Brandsconf, #BWELA and #SMBS12 and as many of you may know I am currently organizing the #140conf Montreal, for all of the reasons I mention above. I want to bring an outstanding experience, a learning and sharing opportunity to Montreal & in turn, to the world via livestream.

If you haven’t seen it yet, check out our “Spectacular Speaker Line Up for #140confMTL” posts.

Its going to be amazing! if you’re in the East Cost, I hope you’ll check it out !

What else is going on in May?

Another great event coming up is SOBCON – something you won’t want to miss if you’re in the area (Chicago). Created by the ultra inspirational and brilliant @LizStrauss and @Starbucker it’s an event that participants rave about year after year!

I recently shared the story of my experience at #MEEX4 , a monthly meetup here in Montreal. This month’s guest speaker was Eric Sicotte, I was so amazed by the many take away’s from just this one brief meetup.

Reach out there and find opportunities

Whether they be big or small, every one of them has deep value on both personal and professional levels.

Social Media has presented us with remarkable opportunities, I strongly encourage you, in your journey, to attend meetups and conferences and connect. There truly is no substitute.

I am so grateful for all the friends and connections I have made, I could not even begin to measure the value that has been brought to both my life and my workplace by engaging beyond the online realm.

The best part?

The learning never stops, the relationships just begin there and together as we connect, we accomplish so much more.

You can continue your connections online; continue to share and evolve in your thinking by keeping in touch on Facebook groups, Twitter chats, Google+ – Don’t understand those? You will because you’ll find others to share the experience with and learn from! You want to understand social media, marketing, blogging, tweeting? You want data and solid information for your business development, or customer service strategy – jump in, it’s all here!

Are you convinced?

Have you attended conferences or meet ups?
What are your favorites?
If not, what has held you back?

The post Strategies in Social Media – Learning the Ropes & Expanding Horizons appeared first on Perspectives.