Posts Tagged ‘dell’
Part 12 in a series introducing my new book, The End of Business as Usual…this series serves as the book’s prequel.
Over the years, customer service has been something of a paradox within the organization. The name itself inspires dedication to helping people. And while that is the intention of customer service professionals worldwide, customer service as a line item in business accounting has often placed it in the hands of outsourced organizations, under-qualified personnel, or in the hands of customers directly through self-service or automated technology. The mission of course is to improve profitability. It is what it is.
Part three in a series introducing The End of Business as Usual…Written by Frank Eliason (@frankeliason)
Certainly not a statement you would expect to hear from the person formerly known as @ComcastCares, but I think it is an important perspective to consider if we are to build stronger relationships with customers. As I look around I see many interesting aspects of social media from large and small businesses. and I am very excited to see companies trying new things to reach their customers. But we are now moving in a new direction and I think too few see it yet.
This is part two in a short series to introduce The End of Business as Usual…originally posted on Harvard Business Review (edited)
In discussions about new media, you will often hear the division of media opportunities as Paid, Owned, and Earned media (P.O.E.M.). Over the years, I’ve studied the various categorization of media from a few perspectives, 1) that of traditional content creation, owners, budgets, and metrics, 2) how social networks cater to consumption and sharing, 3) how progressive businesses are approaching content strategies in social media and how they’re rethinking departments, intentions, metrics, and budgets, and 4) also how media opportunities are packaged and sold by each network and who’s buying them and why. In many cases, I’ve found that media is not limited to three groups, but instead categorized into five key segments: Paid, Promoted, Owned, Shared, and Earned. To visualize the model that reflects the state of new media, I once again partnered with my good friends at JESS3. The result…The Brandsphere.
In early 2007, Chris Heuer, Shel Israel, Deb Schultz, Giovanni Rodriguez, and I explored the evolution of social media within the enterprise at an intimate business event in Palo Alto. One of the more memorable discussions focused on the rise of an official role within business to listen to social discourse and channel inbound questions and comments as well as official responses. The question eventually arose, how do we classify this new role within the organization? The designation of “Community Manager” earned the greatest support that day, but it did so with a caveat, “communities, by organic design, could not be managed.”
Good friend Richard Binhammer of Dell (@richardatdell) reached out to let me know that the company is releasing the latest financial figures for its @DellOutlet account on Twitter tonight.
Last December, the company generated over $1 million in revenue through @delloutlet by posting special offers and also nurturing customer relationships on Twitter. Today Dell reported over $2 million in sales through its popular @delloutlet presence. @delloutlet currently boasts close to 625,000 followers seeking exclusive deals available only on the micro community.
In March 2008, Gary Vaynerchuck experimented with @santagaryvee on Twitter where he would announce special Wine Library deals and opportunities exclusively for his loyal followers on the popular micro community. While he slowly phased that activity back into his main Twitter streams, many companies were introduced to a new way to engage and harness enthusiasm among those potentially interested in something new and special.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.