Last month, Jay Baer — co-author of The NOW Revolution — 7 Shifts to Make Your Business Faster, Smarter and More Social — shared some great insights at a jam-packed coffee house. Cincinnati Social Media sponsored the event, which attracted a number of PR, marketing, IT and social media enthusiasts.
Fortunately, I had read his book before the talk — and liked it. (And so had the person next to me on my flight back from the Health Care Social Media Summit in October, at the direction of her boss, who owns an East Coast PR shop!) Jay underscored all of the key points in the book in an engaging talk given from the top of the steps overlooking the group. Here’s his PowerPoint, which he wasn’t able to use due to technical issues.
Here are some highlights:
* We are living in a real-time world, where every customer is a reporter. If you have a negative experience now, you let the world know on Fourquare, Yelp, Facebook, Twitter, Google+, blogs… Complaint letters are quaint practices of the past.
* Companies have got to become faster, smarter and more social. You don’t have much time to verify and contemplate. You’ve got to be quick on your feet.
* Organizations need to empower their employees to make the right decisions. That’s about culture, not about training.
* Businesses must hire for passion, train for skills.
* If your company sucks, Twitter is not your problem. Social media does not create negativity. It puts a magnifying glass on it.
* Social media is measurable. The last quarter of the book is about metrics. There is no linear relationship between Facebook Likes and business success. 84% of Facebook followers are current customers. As a general rule, you want to measure behaviors.
* How do we as companies get more social? Thank You and I’m Sorry. If you do that, you’ll be in really good shape. 70 % of customer complaints on social media go unanswered. Name the people who tweet on behalf of companies.
* Sales, marketing, customer relations and operations know what is going on. It never gets to PR and Marketing. Use Yammer and e-mail to harvest.
* In social media, you earn the right to promote by being helpful first. The more you sell, the less you sell, in social media.
* Capitalize on real-time opportunities. This requires more people in your organization in social media. Decentralization. It’s OK that every employee is potentially in marketing. The people will make you successful, not your official Facebook page.
* Every company is going to have to be social. Customers will demand that you interact with them in new ways. They’ve got to be faster, smarter and more social to win.
* We will see much more data segmentation. What do our best customers say about us? Etc. Drill down.
I highly recommend that you read the book for more details. Exciting stuff, as we move ahead in this new world of real-time communication.