P3’s approach to deploying Social Media solutions for the business community is to define a deployment approach to Social Media with the corporate decision makers. The key components include defining strategies for:
Improving Corporate Communication
Brand, Company, and Market Image Management
Revenue Generation
Some marketing specialists think only in terms of generating in income from this channel, but this approach will not ultimately lead to success.
Improving Corporate Communication
In the past corporate communications have been about reaching out via phone, fax, email. Corporations often forget to involve all the knowledge-holders within their own organisation. Collaborative efforts have been based purely on team membership.
The corporate challenge today is to effectively involve a wider audience, including suppliers, customers, and other partners and improve the level of communication and take appropriate action at decisive times. Understanding that a customer’s business is closing early on Wednesday for a corporate event and keeping the trucking partner in the loop will ensure that deliveries are re-scheduled and arrive at an appropriate time for processing.
Image Management
When people are talking about your brand your finger needs to be right on the pulse! The response needs to be immediate, proportionate and relevant.
Remember that Googling your brand or company should show your web-site to the top of the search results, but it is unlikely to show what someone just said about you on Twitter, or another social media site. Using traditional search engines it takes time and a lot of effort to discover what was said yesterday, let alone what was just said. A negative blog may take months to discover via traditional search methods.
Image management relies on developing a Social Media Intelligence.
Social Media Intelligence is about knowing what is being said about our product and having a plan to respond proportionately and immediately in any given situation. P3 Social Media will work with both your top executives and your marketing department to plan your Social Media Intelligence intervention.
‘What is being said about our product, our brand, our organisation, our competitors, our marketplace?’ are all important questions. To a large extent these are traditional market research questions, but we have never before had such a powerful view about people’s thinking at our fingertips. Social Media can go way beyond that level of thinking because it is driven by what is important to people.
Revenue Generation
Developing business through the Social Media channel is based in trust and expertise. Leveraging this channel requires a big shift in entrenched thinking. This is where a corporation’s ability to leverage the Social Media channel to collaborate and intervene becomes important. P3 will ensure your intervention builds trust and provides expertise in specific areas.
A prospective customer who has found you through a specific Social Media is interested in the services that you have to offer, they will come to you because they already trust you and they are interested in your product. Hey isn’t this better than Yellow Pages?
The ROI of Social Media
P3 Social Media will ensure that your corporate intervention is cost effective.
Social Media can be viewed by many as the current must-have, but at what cost to the corporation?
Are corporations setting aside the ROI in order to jump start their enterprise social media presence?
Defining ROI for any proposed solution is about effective estimation. That is as relevant for any Social Media implementation as it is for any other business change. The major impact of social medial is more in the area of business than with the technology that underpins it. P3 Social Media will ensure your solution contributes to an improvement in business results. This should be measurable through the Business Intelligence (BI) solution showing the contribution made by Social Media to the bottom line. Spending needs to be appropriate, but will always be based on business drivers.
