Go-to-Market

14 Ways to JumpStart #SAPJam Collaboration, Communities or Groups

How a Group Admin or Leader Ensures Adoption!

Important strategic initiatives, business outcomes and processes, collaboration, content, communications, and/or community building takes “time and effort” to translate onto SAP Jam.

The recent study, “Forrester Total Economic Impact™ of SAP Jam Collaboration for Learning, Onboarding and Employee Development” showcases the impact to cost savings, productivity,  operational efficiencies, and overall strategic objectives. Several customers that my team and I work with participated in this study and continue to realize the value highlighted. Together we see on a first hand, daily basis …that it works!

And yet, sometimes a SAP Jam group admin, business owner, or leader needs to consider ways to drive (or “spark”) sustainable growth and momentum for their respective audience. They need to step back, assess, and plan out the priorities. The last thing any of us want to see is that 3 to 9 months after go-live that the group has “zero” activity.

As a result, my team and I, based on hundreds of work experiences and success stories pinpointed a “Top 14” list to help organizations JumpStart their SAP Jam initiatives.

Which of the following are applicable to you and your current or emerging SAP Jam initiative?

Business is complex. And from complexity we want simplicity. It takes a certain skill set to turn the complex into simple. There are business challenges and technical requirements. SAP Jam can be stand alone or integrate with other SAP, SuccessFactors, or 3rd party applications and data. All of these requirements take cross-discipline expertise.

Every quarter their are new SAP Jam releases. New features and capabilities. My team and I welcome the challenge on a daily basis with the multitude of business and IT considerations (& approaches) to help our customers achieve successful SAP Jam implementations and adoption.

At the end of each day, we appreciate the many important and diverse groups we work with to address their challenges and find solutions. It takes both the “science and art” forms to achieve success.  No matter how many implementations take place and questions are answered there is always more to address, learn about, and discover.

Consider a 1000 piece puzzle. We work together to put the pieces together.Plane.Blog.png

The Many Attributes of SAP Jam
SAP Jam is compared to other platforms which is fine.

The part that’s comforting is that SAP, SuccessFactors, and the SAP Jam product team are market leaders.

SAP Jam and the attributes it represents rank very high in Analyst reports including:

  • Integration – SAP SuccessFactors integration is built in by way of SuccessFactors foundations (previously BizX) (i.e. SuccessFactors Learning / LMS, SAP HCP, SAP CRM, Hybris Cloud 4 Customer, Fiori, S/4HANA, SAP ECC (SD), Document Repositories such as OpenText, Box, etc.) with an excellent Developer and Open API environment (OData).  SAP Jam  works well with SharePoint, Microsoft Office 365 SharePoint (Web Parts), Outlook Plug-in and YouTube. Public documentation is excellent.
  • Social Learning – SAP Jam for Social Learning (Jam + LMS) reduces the cost of training
  • Roadmap – SAP Jam is part of the overall SAP roadmap so the enhancements and value continue to grow in leaps and bounds throughout the SAP portfolio. The SAP Jam roadmap is based on customer feedback and provides continuous innovations on a regular basis.
  • Admin Controls – Strong Permission Levels… Moderation Levels… Language capabilities built into the platform for the users… Users can be removed (made inactive quickly…)…
  • Groups –  Enterprise collaboration goes beyond feed conversations. Both structured and unstructured collaboration is available along with sub-groups and auto groups.
  • Feed Aggregator – SAP Jam provides a feed aggregator, SAP Jam Activity Hub, that can be used. to follow and chat in Yammer, Connections and Jam which allows for one view without having to log-in to multiple applications..
  • Mobile App – SAP Jam Mobile App, which is used for Apple (iOS – iPhone or iPad) or Android, is ready out of the box! No extra programing required.
  • OpenSocial Gadgets – Feeds and data can be embedded  such as RSS Feeds, Stock Tickers, Countdowns, Facebook, Twitter… Survey Monkey which go into widgets.
  • Work Patterns – Admins can leverage templates available, out of the box, to enable repeatable best practice and business processes when creating a group. With work pattern builder, templates can be changed and enhanced easily for custom specific needs.
  • ADDITIONAL CONSIDERATIONS…
    >
    SAP has “1” enterprise collaboration platform only which it invests heavily in.
    > All the information is in one place (uploaded, linked, or embedded), one enterprise collaboration platform, one “central hub.”
    > Offline access allows users to select content from SAP Jam to and from a local file system via Jam File Sync Client

Summary: SAP Jam is the Best Bet!
Given the investments and attributes of SAP Jam and with a long-time career in the high tech, entrepreneurial, cross-industry, and SAP Ecosystem space, my team and I bet on SAP to make the continuous investments in collaborative enterprise business software as an essential part of the portfolio to support customers.

The value of SAP Jam is both a today and tomorrow decision. Today for what it can deliver and tomorrow for the investments to the roadmap which is based on a 40+ year history of SAP success.

At the end of the day, my team and I enjoy working with a diverse, smart, progressive group of senior executives, leaders, business owners, instructors, group admins, and stakeholders who want to work on a platform, which delivers the most value and impact, to help them and their fellow internal and external colleagues do their jobs and realize the type of outcomes highlighted in the Forrester Study.

The ideas associated with enterprise collaboration have been around for hundreds of years. However, the realization in the cloud with digital transformation are available NOW in full force with SAP Jam.

About the Author

  Richard D. Blumberg is a SAP Jam Practice leader who works with both SAP and SAP Services. He is the President of World Sales Solutions, LLC (WSS) (www.WorldSalesSolutions.com) providing 29+ years of thought leadership on a variety of “View from the Top” strategies including: Enterprise Social Business, Go-to-Market Strategies, Business Development, Talent Development, and Community Building.  He and his team are recognized SAP Jam global experts for implementations and adoption.


Blogs

Featured Link: SAP Jam Collaboration Help Portal

This video highlights the value of turning the complex into a more simple productivity resource.

SAP Jam: Using all the Piano’s Keys and Pedals

The Importance of SAP Jam Implementation & Adoption Expertise

The rewards of using SAP Jam are awesome! Getting to the point where business and IT value is realized takes time, logic, dedication, and expertise.  Successful SAP Jam implementations and adoption requires many considerations, some of which are often overlooked.

pianoIt reminds me of the day when my family got a piano from my in-laws house for our son. While other children and friends would bang on the keys he wanted to play meaningful songs at an early age. There were adult friends and teachers who remembered playing a bit growing up (or knew a few songs) but could only offer a few ideas around how to play the piano beyond the basics.

Only when we got an expert piano teacher (on the second try) who had the style and skills which were complimentary to his interests did we see his enjoyment and piano playing skills soar forward.

untitledFor my team and I working with leading customers and business units around the globe we see that no two SAP Jam implementations are alike. Like a snow flake each one has its own unique work patterns based on their customers, industry, lines of business and culture.

As a result we must be agile and dig deep on each engagement to address a wide range of skills, requirements, work experiences which range from HR, Learning, Onboarding …to Sales, Marketing, Services, Commerce and Customer Engagement …to Communications, IT, Procurement, Operations, Communities of Practice, and User Experiences …to working within a wide range of SAP and 3rd Party Apps and related Management Information System (MIS) environments …to the ability to write, provide visual consistency, and program management …as well as help turn complexity into …simplicity.

There are a number of best practice guidelines to consider:

ROI_DiagramConsideration #1 – Getting Started!

  • Understanding the business requirements
  • Enabling overall usability
  • Translating the business process to SAP Jam
  • Ensuring relevance by way of content / communications
  • Utilizing dynamic widgets vs. static text and images
  • Assessing Change Management
  • Ensuring participation

Consideration #2 – ROI & Value

Pinpoint the SAP Jam Return On Investment (ROI) and business drivers important to your organization centered around “Time” “Money” and “People” scalability to ensure measurable (“quantifiable” and “qualifiable”) gains.

Consideration #3 – Differentiators

SAP Jam is a unique market leading solution.  It seamlessly integrates social business capabilities into existing (& planned) business process whereas as other 3rd party platforms are focused on the tools.  SAP has made SAP Jam an integral part of all SAP solutions addressing:

  • All lines of business centric vs. CRM as the primary
  • One SAP Jam vision vs. multiple roadmaps which have overlaps
  • SAP’s proven 40-year history of business software, processes, and market leadership
  • Collaborative ecosystem (Out of the Box – i.e. OpenText, Box, SharePoint, etc.)
  • Application integration (i.e. OData, REST APIs) by utilizing the SAP Jam Developer Center
  • Integrated platform as a foundational principal vs. a standalone which increases costs
  • Internal & external SAP Jam group capabilities which easily set-up
  • Structured collaboration to support problem solving, issue resolution, and decision making
  • Screen and video capture
  • Mobile App alignment with SAP Jam Page Designer provides out of the box mobile capabilities

Consideration #4 – Roles & Responsibilities

When addressing an SAP Jam initiative the executive sponsor, business owner(s), and project leader must consider 3 key roles including:

  • Administrator(s) (or Power Users)
  • Content Manager(s) (& Contributors)
  • End Users

While one SAP Jam tactical action can be straight forward. Each action has a consequence on another aspect of the project or initiative.

ChessFor those of us who watch (or remember) Star Trek and Spok’s 3D chess game, each move has an impact to another chess piece which may be on the board you are working on or another.  It takes a lot of SAP Jam experience to address these moves which have important relationships to other business processes.

A successful SAP Jam implementation addresses 5 phases:

  1. Preparation
  2. Realization
  3. Verification
  4. Launch
  5. Post Go-Live

EagleIt takes vision, leadership, teamwork, compelling business outcomes, and passion to build any successful community which meets either face-to-face or virtually. SAP Jam requires the same consideration to achieve successful implementations and adoption.

Whether its learning how to play the piano or SAP Jam, it takes multi-dimensional expertise to ensure that all the “keys and pedals” are optimized.

SAP Jam has many self-evident, out of the box templates and capabilities that are excellent, but to gain the full advantage it takes the right skills, work experiences, and expertise to achieve the highest level of success.

About the Author

RDBRichard D. Blumberg, President, World Sales Solutions, LLC (WSS) (www.WorldSalesSolutions.com) provides 25+ years of thought leadership on a variety of “View from the Top” strategies including: Enterprise Social Business, Go-to-Market Strategies, Business Development, Talent Development, and Community Building.  He and his team are recognized SAP Jam global experts for implementations and adoption.
WSS is a SAP Service Partner for SAP Jam and long-time supporter of the SAP Community Network and the SAP Ecosystem.

Prior Blogs:
View from the Top: Bill McDermott shares his success secrets at a #fireside chat!
The Path to SAP Jam ROI Success
SAP Jam Work Patterns:  The Big $ or € &/or ¥ Game Changer for a New Product Launch!
SAP Jam: The ROI Impacting Sales Productivity
Split Second Selling with SAP Jam – 7 Use Cases!
The Customer Go-to-Market Imperative – Transforming Silos to Social Business and Community Building

Originally posted on the SAP Community Network – full blog >>

 

Building Partner Networks with SAP Jam

This article is reproduced from the Oct-Nov-Dec 2014 issue of SAPinsider (SAPinsiderOnline.com). Read the entire special report on social collaboration. View this attachment (4th page) or visit SAPinsiderOnline.com.

Building Partner Networks with SAP Jam
by Rich Blumberg

Launching new products such as automobiles is both exciting and challenging, especially when you consider the complexity of connecting a manufacturer with its dealer network. Launch success depends on full visibility; timely training and certification; as well as clear sales, marketing, and go-to-market execution (see Figure 1). World Sales Solutions (WSS) understands the manufacturer-to-dealer complexity as this services organization is regularly called on to assist manufacturing and service companies in making these necessary connections.

figure_1.png

WSS relies on the SAP Jam developer program to provide its customers with a social collaboration platform that bridges the gap between manufacturers and dealers with a central hub that:

  • Brings together a company’s marketing, sales, service, and cross-team staff with external parties such as advertising agencies and key suppliers
  • Provides formal learning and certification using SuccessFactors Learning Management System (LMS) or SAP Learning Solution
  • Delivers informal learning (via SAP Jam) such as sales best practices among dealers or quick access to experts
  • Onboards new partners and employees expediently to ensure the shortest time to revenue by optimizing SAP Jam
  • Supports strategizing and decision making among the entire network for product innovation, including integration with SAP Customer Relationship Management (SAP CRM), SAP Cloud for Customer, or third-party innovation management systems
  • Enables coordination among the entire network for product or new service launches, including large-scale activities requiring visibility into events, tasks, and deliverables

The SAP Jam Developer Program:
Extend Existing Investments and Drive New Revenue

Customize

  • Develop work patterns (custom processes)
  • Add pre-built third-party apps

Integrate

  • Bring SAP and third-party app data into SAP Jam with OData
  • Collaborate with documents from content management systems
  • Embed SAP Jam in your business apps

Extend

  • Build collaborative customer apps on SAP HANA Cloud Platform
  • Add capabilities with OpenSocial
  • Incorporate third-party capabilities (gamification, for example)

SAP Jam helps align companies with their partner networks to drive efficiencies that save time and money based on the volume and scalability of their network, boosting return on investment (ROI). To use auto manufacturing as an example, each dealer has the opportunity to access SAP Jam to engage with its local sales and service staff for receiving training, learning best practices, finding experts, keeping up with regulations, managing rollout of sales and marketing plans, and sharing feedback from customers.

“As a partner, the SAP Jam developer program presents market-first options for solving complex business problems such as enabling more successful automotive product launches,” says Richard Blumberg, President and CEO of WSS. “We can now create new work patterns or bring business data directly into SAP Jam from our customers’ existing SAP or third-party systems to support customer-specific processes. This has helped us position unique social collaboration services to our customers with a strong ROI.”

News Alert: World Sales Solutions, LLC Becomes an SAP Services Partner Focusing on SAP® Jam

Accelerating Sales, Marketing, Services and Innovation to Support Customers

PHILADELPHIA, Oct. 2, 2013 /PRNewswire-iReach/ — World Sales Solutions, LLC (WSS) announced today that it has joined the SAP® PartnerEdge® program as an SAP services partner. WSS will focus on the SAP Jam social software platform together with the SuccessFactors Talent Management Suite as well as SAP Jam with the SAP Customer Relationship Management (CRM) application for on-premise, cloud, and social-network-inspired collaboration.

“SAP and SuccessFactors, an SAP company, continue to lead the way in enterprise social software (ESS), with SAP Jam having experienced a growth rate of over 850 percent year-over-year,” said Richard D. Blumberg, president of World Sales Solutions. “Our team welcomes the opportunity to share insights with our customers’ senior executives and their teams to help achieve quick and tangible results. Customers benefit from our work experiences in delivering successful private and public communities ranging from 30 to 300,000+ participants and representing important products and solutions seen around the globe.”

The WSS team provides a quick start program for the deployment of SAP Jam to help customers address specific ESS requirements around top priorities and compelling business issues. While there are many ESS tools in the marketplace, the unique combination of SAP Jam plus SAP applications, such as the SAP Cloud for Customer solution and SAP CRM powered by the SAP HANA® platform, provides a competitive advantage for organizations to establish a 360° view of their customers.WSS also works with sales, marketing, services, and innovation cross-teams to orchestrate adoption around best practices, productivity gains, cost savings, and measurability which helps deliver bottom-line revenue results.

About World Sales Solutions
Founded in 2004, World Sales Solutions, LLC (www.WorldSalesSolutions.com), a business development professional services organization, supports the world’s leading businesses, universities, and organizations to help achieve dramatic increases in revenues, profits, growth, and value. Over the last 8+ years, WSS has provided services to organizations that use SAP solutions. As an SAP services partner and member of the SAP PartnerEdge program, WSS supports enterprise social software delivery and best practices for using SAP Jam.

SAP, PartnerEdge, SAP HANA and all SAP logos are trademarks or registered trademarks of SAP AG in Germany and in several other countries.

All other product and service names mentioned are the trademarks of their respective companies.

Media Contact: Diem Lam, World Sales Solutions, +1 610-745-4514, diem.lam@worldsalessolutions.com

News distributed by PR Newswire iReach: https://ireach.prnewswire.com

 

Split Second Selling with SAP Jam – 7 Use Cases!

Background: This blog is the second in a series which began with the acclaimed post, “The Customer Go-to-Market Imperative: Transforming Silos to Social Business and Community Building.


Recently, I came across an impressive McLaren race car which triggered thoughts about the similarities between sales teams and race car drivers. The “SAP Speeds Up – McLaren Formula One” video provides insights on the importance of “split second and informed decisions” to impact short-term results and future outcomes.

Since that unexpected sighting of a very cool car, I began to ponder how this performance model might be applied to cross-teams and collaboration to help impact revenues and bottom-line business results.

This question came to mind…
How can organizations apply tools such as SAP Jam to win their respective races?
.
For the full post visit the SAP Community Network. More >>

Workshop & Blog: The Customer Go-to-Market Imperative – Transforming Silos to Social Business and Community Building

Featured Blog: SAP Community Network

Announcement:
The following workshop took place as part of Drexel’s CEO LEAD (“Creating Experiential Opportunities for Leadership Education and Development”) on Drexel University’s campus.

Title: The Customer Go-to-Market Imperative – Transforming Silos to Social Business and Community Building

Date/Time: May 16, 2013 @ 6 PM, EST – Complete

Presenter: Rich Blumberg, President, World Sales Solutions, LLC (Alumni Board of Governors and Volunteer)

Summary: Increasing revenues, profits, value, and growth depends on collaboration with customers at the center of an organization’s support system. Silos impact performance when geographic, business unit, and functional boundaries impact sales and the delivery of products, solutions, and services.

For today’s students, who are the future business and technology leaders, it is critical to recognize the compelling business issues, priorities, and market conditions which impact CEOs and customers’ decisions.  Those who understand these trends have better job and career opportunities which ultimately results in more hiring or firing.

Learn about the best practices, case studies, tools, and resources required to help organizations go from ordinary to extraordinary. Understand the critical importance of equipping the sales team on a daily basis. Find out how executives, experts and content contributors provide the essential source of information which customers require one economic decision maker at a time.

Business Development: How a speed boat can help the big ship!

So what is business development?

If you were to equate it to a “big ship” or a “speed boat” which would it be?

While most organizations agree they want revenues, profits, growth, and value they have many views on how to achieve it.

Business development works hand-in-hand with top leaders to deliver results which address:

    • Compelling “business issues and market trends”
    • Strengthening relationships with “existing and new customers”
    • Gaining traction to ensure “short-term results”
    • Positioning towards “longer-term value” creation

By definition business development represents the ability to find strategic opportunities and deliver a path (or process) which takes ideas from incubation to delivery with clear accountability.

Successful business development requires “combined expertise” (and data points) in multiple disciplines including strategy, sales & marketing, communications, go-to-market, finance, legal, partnerships, entrepreneurship, social media, operations, technology, and client delivery.

Large and medium sized business often display the momentum of the “big ship” and need the help of business development to act in the role of a “speed boat” to help achieve top-line growth and bottom-line results.

Compelling “business issues and market trends”

When the leaders of an organization recognize new opportunities that are impacted from emerging trends, new products/solutions/services, technology innovations, regulations/compliance, and/or mergers & acquisitions there are frequently important challenges which need to be addressed.

When there are constraints around time, expertise, and/or capacity opportunities can be lost.

Business development can play the role of the “speed boat” to provide additional agility which enables powering ahead to provide the necessary focus to drive (and accelerate) important deliverables.

Strengthening relationships with “existing and new customers”

During challenging economic times the need to listen to customers and share insights is greater then ever. Building customer communities which foster an exchange of ideas is not just nice but a necessity. Using social business platforms (i.e. Jive Software, Facebook, LinkedIn, Twitter, etc.) and onsite activities (i.e. events, forums, roundtables, workshops, conferences, etc.) leaders, experts, and their teams must build relationships based on building trust and two-way dialogue.

Business development can play the role of the speed boat to work outside the box to work with cross-teams to bring a unified, dedicated approach in working with customers, partners, and prospects.

Gaining traction to ensure “short-term results”

Every program benefits from proof points to gain acceptance. It’s critical to show early wins which address the goals, objectives, and priorities that can lead to additional investments.

Business development can work with internal teams to support strategy and help execute important board of directors and senior executive management priorities which are tied to emerging market opportunities.

While the big ship may want to make the move, the speed boat maybe in a better position to make the adjustments that can be incorporated at a later time by the big ship.

Positioning towards “longer-term value” creation

Often members of the big ship are working so hard on day-to-day activities and current or new organizational structures that it becomes difficult to identify and/or achieve new or rapidly changing longer term objectives.

Many distractions can take place including reorganizations, meetings, and multiple, well intentioned agendas, and as a result it becomes important to have business development initiative(s) to stay the course.

When short-term wins combines with longer-term value creation then an organization can achieve great things to support sales, management priorities, and most importantly requirements coming “from the outside in” centered around the customer.

Business development working as the speed boat can play an important role to help the big ship stay on course. Participants can move on or off each other’s vessel to gain perspective, but without the two entities working together huge opportunities can be lost.

Conclusion

When a board of directors or senior management sets their vision and roadmap they need help. Often the tools, resources, and procedures required to achieve success do not exist or are being used in other ways.

Collaborating in an integrated fashion with multiple groups helps an organization further it’s most essential requirement, “how we make money.” While the short-term approach represents part of the answer there must be a view on building longer-term, sustainable value.

On a given initiative a business development team or professional may need to make rapid switches between the following:

    • Strategic market development and sales
    • Partner development and channel sales
    • Marketing and communications strategy and execution including writing and editing copy
    • New product, solution, service offerings and go-to-market
    • Community building to bring buyers, sellers, and experts together
    • Technology including engineering and IT
    • Client delivery to assess streamling and bottlenecks which hold back further replication
    • Program and project manager to ensure that all of the above happens on time and within a budget

In the end is business development about revenues, profit, growth, and value? The answer is “yes!”

And like the smaller speed boat, it must operate with the flexibility to make quick turns —propel forward and backward— and as a result, help itself and the big ship take full advantage of the market trends, competitive threats, and support winning new deals based upon new opportunities.

Richard D. Blumberg, President, World Sales Solutions, writes this series of blogs to help senior executives and their teams, leaders, influencers, educators, and students develop effective strategies and tactical execution which results in more revenues, profits, growth, jobs, and value. More >>

 

Renault Twizy – Transforming transportation!?

As an entrepreneur and business person you always wonder what’s the next big thing? On a recent trip to Paris I spotted a 2-seater car from Renault called the Twizy!

The first impression is that the car is very cool, trendy, and fun! When we went into the Champs-Élysées showroom the presentation was impressive with many colorful Twizy’s throughout the floor as well as a full screen video (see below), computer displays to make custom orders, and alot of buzz to compliment this new offering.

At a closer look I found out that the car, which is built in Spain, is being released in April 2012 with three models starting at €6,990 up to €8,490 (in the UK: £6,690 to £7,400) or about $10,000 USD.

The rear-engine car is part of Renault’s plans with Nissan to rollout a broad range of electric cars which will include other models called Fluence, Kangoo and Zoe which are expected in Europe in 2012 and beyond.

The Twizy, Zoe, and this line of cars, is of particular importance because it will have a “swappable battery pack” (a.k.a. QUICKDROP charging) so that the cars’ owners will be able to take advantage of battery-exchange stations such as the ones battery-infrastructure developer Better Place is building for locations such as Israel, China, Japan, Denmark, Australia, North America, European Union, and around the globe.

The initial Twizy’s will have standard electric recharging of a leased battery but overtime will take advantage of the QUICKDROP system.

So the Twizy looks great… It supports a niche in the marketpace when you consider the multitude of bikes, scooters, cycles, and small vehicles (i.e. SMART) being used in cities and with short-range commuters…  So who will use it?  A few insights include:

    • City workers looking for a ride across town
    • Hertz’s announced they’ll include it in their Green Collection, whose vehicles on average deliver fuel economy of about 55 miles per gallon
    • Young (and old) trendsetters who either want a first vehicle to get around town or a second one for fun and to take advantage of an electric vehicle

So while the Twizy is certainly not for everyone, it does capture the imagination on an emerging way to travel. There’s a huge number of people who commute or do short trips to the grocery store and only need to spend an hour or two in their car.

In the future, with the battery swap packs, owners will be able to swap out new batteries by going to a QUICKDROP stations, plug in at home, or at electric docking stations which are emerging in the United States (i.e. Malls) and which are much more visible on the streets of London and Paris as exclusive parking spots for electric only vehicles.

So while the Twizy will not be in the US in 2012, if it takes off in European cities such as Paris, Madrid, London, etc. then you can expect to see it or models like it over the next few years. The Twizy is the “fun car” in a line of new models which have a very good chance to make an impact both now and over the next few years.

Check out the official YouTube video (below) that Renault presented on a full screen in the showroom which is known as a “pop of serenity!”

Are you ready for the Twizy and the rechargeable technology amidst rising gas and oil prices!? Or do you simply like the idea of having some fun with this new, trendy, transformational car?

 

 

Beyond the mystique of Social Media tools

Social media is moving at blazing speeds around new tools and capabilities on a daily (“real-time”) basis. Keeping up with it can be a big challenge!

Often groups and individuals put more emphasis on the mystic around the basic (“and certainly important”) tools such as Facebook, Twitter,  LinkedIn, and other platforms as well as Mobile Apps running on iPads/tablets,  iPhones/Smart Phones, rather then the “holistic view” of what makes Social Media —performed for important business reasons— work.

At its base are the core, essential pillars which are important to an organization including a keen focus on the audience, core messages, listening from the outside in, and a strategic plan around a clear set of goals, objectives, and deliverables.

Of course there is more too it. A team or individual must be an expert in all aspects of business and client development including building communities, communications, go-to-market, and information architecture.  Often individuals or groups specialize in small parts of the bigger picture and have a challenge taking action on the realities of what is really happening from the view of the customer and the marketplace.

As a starting point consider these 4 principals:

  1. Access – Who will need access to your social media messages, tools, and or platforms? How will they get it?
  2. Content – What content will sustain your social media plan? How does it equate into your business objectives including go-to-market, community building, and bottom-line revenue objectives?
  3. Awareness – How will you develop communications which increase awareness? What channels and which influencers can help multiple and amplify the core messages?
  4. Collaboration – Are your social media activities one-way and push only or two-way collaboration? What are your plans around moderation and seeding two-way dialogue?

While these fundamental considerations will help. It’s important to have a strong view on short-term wins and a longer-term path of consistency.

Another key consideration is that within a short amount of time an organization will have a massive clutter of information…data points…and feedback from internal and external stakeholder… Maybe you’re there all ready, but with a social media campaign it will grow and grow.

It’s important to continuously step back and reassess the top priorities that will truly make an impactful difference to the bottom line.

So in the end while the latest social media tools which create both hype and mystic are important…

…it really boils down to the multidimensional expertise of the team or individuals building and delivering the social media plan.

What you deliver in Social Media by way of communications and messages should start with a unit of one; how it impacts “one” individual, influencer &/or group? And then multiplied and scaled (“amplified”) to the whole target audience.

The golden rule to consider is something I learned from Dale Carnegie. Your audience wants to know, “What’s in for me?” And how can they can apply your social media activities to something that’s of value to their business, professional, or personal goals and objectives?

Small wins. One step at a time. These are the key building blocks to your social media campaigns and ultimate success.