social business

Talk like a human, for business’s sake

Let’s face it, it’s not too unusual to run into corporate communications that feel impersonal and distant from a customer’s point of view.

So, it’s no coincidence that agencies use the word ‘humanising’ over and over again when providing advice on brand messaging. 

Putting aside any possible scepticism towards the seemingly volatile concept, humanising customer interactions must be the ultimate mission of any modern brand, which should empower its brave employees to shake off any robotic feel customers may perceive in their interactions with the company.

Rise of the social selling expert

The drumbeat of big data’s promise is quickening and becoming louder. The role of the CMO is increasingly coming under pressure to techno-fy, automate and focus on bridging the gap between marketing and sales teams.

Facebook, blogging, Twitter, LinkedIn? Inbound marketing, content marketing? “Oh yeah. We’re on it.”

That’s entirely the problem. Businesses are “just doing it.” Growth is slowing. The love affair with social media marketing is nearly over. Everyone’s all gaa-gaa over big data. So if social media and content marketing managers are to survive the meteoric rise of ‘Big Data’ they’ll need to become social selling experts – pronto.

Forget about social business – become a digital business

The marketing services industry is firmly entrenched in the social business hype cycle. Firms are repositioning themselves as experts in social business strategy/consulting/design and preaching the need for social business transformation now.

While it was Dachis Group that coined the term “social business design”, an armada of agencies, technology companies and consultants have joined the fray over the last two years, and the bandwagon continues to grow.

75% of businesses to use social collaboration tools in 2013 [infographic]

The rising tide of online collaboration is highlighted by a new infographic. But why are businesses finally turning to online collaboration tools? 

Most businesses know that online social collaboration tools can form part of the solution to inefficient working practices, but they’ve been around for ages and, for various hotly discussed reasons, never seem to have caught on.

Until, now, it seems

Employee advocacy through social media

Social media offers us an ever-changing landscape where almost daily innovations, initiatives and strategies are formulated to help businesses to make the most of this environment.

There is no question that most organisations can benefit from their involvement in the online conversation.

But in the rush to set up Facebook pages, win fan bases and restructure businesses to be more adaptive to the needs of their audiences, how many have forgotten to look inwards at the most under-utilised social marketing assets in the business world, your own staff?

Q&A: Craig Hepburn, Global Director, Digital & Social Media at Nokia, on becoming a social business

Nokia’s Craig Hepburn is a Glaswegian force of nature. Upon meeting him you can understand why he’s leading the charge to integrate social media into everything Nokia does.

Recently, Hepburn launched Agora, Nokia’s version of Dell’s social media dashboard.

But how did he get there in the first place? What steps did he have to take to get social media at the core of Nokia’s working practise?