DIE LIKE THE DINOSAURS OR EVOLVE …

Cross Functional Social Media Engagement

Peter Finney 2011

Currently lives in the UK

Worked globally over 27 years

Strategic consultant

A thinker, innovator, technologist

Helping customers realise business value from emerging products and technology

XeeMe.com/peterfinney

Peter Finney

Organisational Strategy

Today we see

Outsourcing of social media to a 3rd party company or agency

The marketing department owning social media

Both strategies are flawed

They could lead to the extinction of sales

Missed opportunity to fully realise business value from social media

WHY: Outsourcing fails

Rent a DAD “Sorry kids and Mrs F can’t

make that trip we planned for ages, mega busy at work this weekend …”

“ … but hey I rented a spare dad to go with you”

NO WAY! right?

SO why outsource your customer relationships

WHY: Outsourcing fails

Who owns the customer relationship? YOU should own your customer relationship

The best sales people build personal relationships with customers, … YOUR customers

Personal relationships lead to sales

Do you want a 3rd party ? Owning your account list Customer relationships Revenue targets

Keep it in house … it is your business $$ you decide

WHY: Marketing fails

A social media marketing strategy IS effective for the marketing department BUT

In isolation this is a single point of customer contact, interaction and relationship

management in your organisations ecosystem

Decoupled from key functional areas Customer services, sales, product management,

logistics and HR …

This is a missed opportunity and route to even greater business value from social media

Call to action

Social Media

Strategists

MARKETING

SALES

PRODUCT MANAGEMENT

HR

LOGISTICS CUSTOMER

SERVICE

Adopt a “Cross functional social media engagement” strategy

Realise the true business value and potential from social media

With a holistic organisation wide approach

Check out the Blog, and comment

http://peterfinney.wordpress.com

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