It’s almost time to kickoff Dreamforce. In my last post, I talked about how much I am looking forward to spending a week in San Francisco. So much of that excitement focused on all things social, which has permeated almost every area of our lives. Personally and professionally, social is just normal part of my everyday life. Earlier this year Brian Solis shared an intriguing post on the impact social has had ‘business as usual’.
No matter what it’s called in the future, social enterprise is here to stay. It’s the journey, not the destination. So much has changed in the last year since Salesforce coined the phrase as we know it today. As the start of Dreamforce approaches, the more I hear about the Marketing Cloud, which now includes Radian6 and Buddy Media, I can’t wait to hear what’s next as this cloud continues to evolve. I want to hear more success stories like Burberry and HP and the exciting things they are doing to improve the way they do business. I need to hear about other organizations like NBC who leverage tools like Chatter to encourage cool-laboration and improve its business practices.
Sharing is caring, but that is not limited to sharing content. It’s also about sharing your ear. Being social is two way street that must have balance between listening and speaking. Otherwise, it isn’t a conversation. I am fortunate to have access to best of breed tools like Radian6’s engagement platform that allows me the ability to first and foremost, listen. There are a great many things I can do with this tool including listening, measuring and engaging. However, keep in mind that the tool itself is not the silver bullet. In order for tools like Radian6 to be effective, you must plan accordingly. For additional resources on starting or refining your social strategy, check out these resources:
- How to Develop a Social Media Strategy by Jeffery Cohen
- CRM at the Speed of Light by Paul Greenberg
- The End of Business as Usual by Brian Solis
My strategy at Dreamforce is to listen and learn as much as I can. There over 300 social-focused sessions. That’s over 25% of the available sessions! Clearly, social has rapidly infiltrated so much of what we do, it’s just expected. Which is to say, it’s just how we do business now. If you still have room in your agenda, check out this top 10 list of social media for marketing session at #DF12.
No matter where you are in your journey, you will find it much easier to engage if you have something to add to the conversation. I know that I need to plan and listen before engaging. There’s an old saying, “think before you speak”. With that in mind, I have adopted “listen before you engage”. The days of pure broadcast marketing à la the popular TV show ”Mad Men” are gone. Today, it is vital that businesses hear what people are saying to or about them and engage each person as an individual. Of course, it will help if you understand something about them before “solving the problem” you think they have. That’s where listening first, understanding second and speaking third will come in handy. If they feel valued, then they will reciprocate.
At the end of the day, we’re all in the same boat. Businesses are operated by people and people make decisions based on the information they have at the time. In the last decade, information has become widely available faster than ever before. The best relationships have one common trait…communication. When the conversation is valued on both sides, it tends to last longer, as does the relationship.
Just a few days to go. I’m ready to engage! Are you?