SocBizChat

Is Your Brand Always On?
Think like a media company. Learn how businesses are developing successful brand strategies.
   7 years ago
#SocBizChatEmployee AdvocacyWhich companies do great work with employee advocacy? Join in the discussion here!
   7 years ago
#SocBizChatA World Gone SocialBusiness is moving from the Industrial Age to the Social Age. Are you ready to embrace this change?
IBM Social Business
Q9: What do companies need to focus on in the next 1-3 years to ensure their brand is the next media company?
Jay Baer
A9. Think mobile first, not mobile also. Think snackable content. And think video.
Michael Brito
find story lines that you can own. nail that first. And then invest in training, technology so you can scale the content operations.
Scott Jaworski
A9. three key objectives: strategy, publishing, and amplification; supported by relevancy, innovation, and consistency
Daniel Davis
Create great content, yes, but don't ignore great user-generated content. Find it and amplify it to create advocates and build community.
Amber Armstrong
I'd rather be the most trusted company than a media company. Content builds trust
Jay Baer
@scott_jaworski Great point about amplification. This is not a "if you publish it, people will come" world.
Kate Haughton
@jaybaer Agreed. Video produces such higher conversion and engagement.
John Furrier
to me its the same trajectory as the web but happening much faster; automation tooling to get content systems pumping great content to consumers - now its social business
Amber Armstrong
@jaybaer even some of the #socialmedia companies haven't figured out mobile
Ramon De Leon
A9 Experience their content on the devices or medium their audience does
stacimckee
@KateHaughton4 Videos that entertain and inform, even better!!
Athar Afzal
convergence of #mobile, #social, #bigdata, & #analytics & leveraging the info with each of these
Lisa_Koren
Think social communities where people feel free to engage, share and help. @Spiceworks is a great example
Brian Fanzo
Agree @ambarmstrong & @jaybaer it isn't think #mobile its create an Amazing Mobile experience... it can't be a by product any longer!
Scott Jaworski
A9. Deliver on – what value are you providing to the audience
Maria Winans
Listening to what is relevant and important and transforming that into content that relates to the consumer
Jay Baer
@ibmsocialbiz A9. Certainly, we're also at the beginning of the era of employees as the stars of the brand's media company.
Brian Fanzo
@atharafzal Yes I like to refer to that as S.M.A.C. -- Social, Mobile, Analytics, Cloud.. aka my favorite four things to geek out about!
Amber Armstrong
Companies can't get too attached to today or they will miss tomorrow
Jim Canto
A9: Social Competency and Social Synergy throughout the entire organization would be my best advice.
Kate Haughton
@ambarmstrong Just like in life, girl.
Lisa_Koren
@jaybaer Pretty soon it will all be mobile!
Athar Afzal
@ambarmstrong i think we only need to give it time for everyone to figure out #mobile
Ajay Kulkarni
A9 next 1-3 yrs, companies need to have all employees to engage socially - not just marketing team
Scott Jaworski
@ambarmstrong Then you still have a chance to pioneer the space! :)
Athar Afzal
@iSocialFanz Thank you! I love those things too...i can only imagine a better world with SMAC!
Maria Winans
Transforming actions and habits to be "Always On" will be the most difficult. Start now!
Sarah Gibb
@KateHaughton4 @ambarmstrong Getting some life lessons today.
Athar Afzal
@MariaWinans nice point! years ago - I began to blog on a certain product...and i was trying to make it come out perfect...but you have to leave that and just get on with it!
Jim Canto
@jaybaer Yess'r...and education will be key. Too bad it has to start at; "what is Twitter"?? So many are so far behind.
Mindscope CURA
Agree 100% @jaybaer mobile and video are so important with a focus on micromarketing through instagram, vine, etc
Jonathan L Davey
Stop thinking and start being...
IBM Social Business
Q5: What is the importance of getting your brand advocates (customers, partners, etc) to tell your brand story?
stacimckee
This one is key to a brand's authenticity.
Sarah Gibb
In a word: credibility!
Daniel Davis
Getting brand advocates to tell your story doesn't mean asking them; it means building a brand that they *want* to share.
Michael Brito
more important than what the brand is saying directly. Advocates (employees/customers) are trusted and found credible when others are seeking information about ..
Athar Afzal
I think it's about the concept of doing well & good for ALL stakeholders, companies want 2b seen as part of community - they then create a brand that shows they care.
Scott Jaworski
HUGE. 92% of consumers trust organic content / opinions created by friends and peers
Nicole Gerentine
without a story it's harder for people to relate and understand
Michael Brito
and it's not just advocates "RT'ing" branded content. It's mobilizing them to participate and tell the brand story through their lens -- we call this participatory storytelling.
stacimckee
@scott_jaworski Interesting statistic and no doubt true!
Jim Canto
Not very... it's just the Holy Grail.
Brian Fanzo
A5. Nobody calls a restaurant and asks if the food is good... we ask our friends we go to the web and we post on social.. The key is investing and empowering your brand advocates as part of the community so they can relate and build relationships!
Matt Stryker
At the end of the day, its all that matters.
Amber Armstrong
#employeeadvocacy should be every leaders top priority. people trust people
Laurie Summers
Critical to have clients and partners... but also critical that employees and key influencers are telling a consistent brand story. @IBMSocialBiz
Jay Baer
A5. Increasingly, critical. Your employees have WAY MORE social connections (collectively) and WAY MORE social credibility than your company will EVER have.
Jason Eng
@danielkdtwt I agree. It's best when the stories are told unsolicited.
Scott Jaworski
Tying this Chat together, brand reputation is about conversational relevance over time. Inspiration, trust and authentic conversation, build up your brand reputation.
Ramon De Leon
.@IBMSocialBiz "When someone can repeat your story it means you had one to tell and got your point across"
Samantha Klein
as @TedRubin says: Your employees are your company’s best resource..empower them & many can and will become your company’s most active and valuable social advocates
Isabel Guerrand
You want others speaking about your brand, company, YOU! It carries a lot more weight when it falls off of the lips of other people, other communities. @IBMSocialBiz
Jason Eng
@Britopian Who the advocate is does matter though right?
Jay Baer
A5. Trust is the prism through which all business success must pass, and trust is mostly accrued by the people of the brand, more so that the brand itself.
Scott Jaworski
A brands identity is built through relationships. Advocacy should be focused both internal AND external.
Maria Winans
We are in a world where consumers listen to their communities about brands.
Kate Haughton
There is no better way. You truly must strive for this to happen. It's the measure of #greatmarketing
Athar Afzal
@scott_jaworski weknow that yet - hard for all of us to implement from a company level perspective, getting 3rd party credibility
Maria Winans
If your brand is the only one talking about your brand, you're missing out on business
Brian Fanzo
All brands tell you they have a great culture and care about employees on their website... but the proof is in the social employees engagement and even the smile on their social avatars!
Jason Eng
@Britopian I like this. It's not about just broadcasting a message.
Athar Afzal
@KateHaughton4 absolutely! I think it should also be naturally happening
Athar Afzal
@JasonEng_ RIGHT, this approach actually takes ppl away from broadcasting....to engaging!
Amber Armstrong
#employeeadvocacy connect your customers with your SME. #h2h = @bryankramer
Scott Jaworski
85% of organic content is clicked through more often than paid ads. Sensing a theme?
Samantha Klein
this is esp impt when it comes to #millennial generation - they trust people over brands...
Amber Armstrong
Plus employees set themselves apart by being great #employeeadvocate
Brian Fanzo
Communication used to be how brands told their stories... thanks to social they are being forced to have CONVERSATIONS...
Jason Eng
@atharafzal Now we have to define engagement ;)
Kate Haughton
@jaybaer Very, very, very well said. Couldn't agree more. As #great marketers we must strive to achieve that level of trust with our buyers. Our stories need to be so good that our customers jump at the chance to share them. It doesn't get better than that
Eric Nystrom
Empowering employees not only builds trust and influencer but the value to the employee is important as well...they are better connected to the company
Daniel Davis
@atharafzal If a company has to put significant effort into communicating how great its culture is -- it probably isn't!
Samantha Klein
@JasonEng_ I think I read this is a @Forbes article a few years back: Employee #engagement is the emotional commitment the employee has to the organization and its goals. #truth
Matt Stryker
@samjoyk Agree...but all generations #old
Phylicia Teymer
Authenticity, people connect to other people through stories/communication. Let people be help build your brand voice.
Jason Eng
@samjoyk Absolutely! Employees totally have an emotional investment in the brand. We all want to be proud of the brand we work for.
Matt Stryker
@jaybaer And more impactful ones that really drive business
Ramon De Leon
A5: It also means someone heard you and liked what you said!
Samantha Klein
the brand we work for helps to define us - if I didn't believe in the company I worked for I would be out the door in seconds - this is why authenticity, transparency & open communication are key!
Julie Meredith
Brand advocate stories help you build credibility and generate referral leads because they are real, genuine stories, coming from a source who’s not on your payroll @IBMSocialBiz
Laurie Johnson
Brand advocates are critical for brand awareness and fueling growth of word of mouth.
Kalynn Amadio
@scott_jaworski Yes. Social media has taken word-of-mouth to the nth degree.