Follow on Google News News By Tag Industry News News By Location Country(s) Industry News
Follow on Google News | Social media begins with people and grows with collaborationSeveral years ago, integrated marketing was a big buzz,†Christa Carone, Corporate Vice President and Chief Marketing Officer for Xerox, says. “Now we’re talking about brand consistency across these media.
By: Nichesuite marketing was a big buzz,†Christa Carone, Corporate Vice President and Chief Marketing Officer for Xerox, says. “Now we’re talking about brand consistency across these media. I’m helping to drive that. What I’ve learned is that you have to start with your people first and a commitment to the integrity of the brand, then give them some kind of guidelines so they can get started. I’ve been fascinated looking at how the community evolved. When you let people go [ahead with social media], they’re excited, they’re smart – have high aspirations where you can take social – it’s really exciting to see this creative energy. “It’s unsettling for some people in our organization to feel empowered,†she continues, “because in the past we’ve said ‘No, you only speak to the media if you’re in PR,’ for example. Now we’re saying, ‘Anyone can speak.’ We have our guidelines for developing Facebook pages, Twitter handles, and lines are blurring between personal and business online personas. We hope to empower our sales force more to use social.†With Best Buy’s Twelpforce – where more than 3,000 Best Buy in-store employees answer consumer questions via Twitter – and other digital and social initiatives, Best Buy has made the most of its early-adopter clients to build multi-way conversations that support their core business goals. “[The evolution of our social strategies] is happening fast, from an organizational perspective,†“Part of being a leader in social is being genuine. We’ve reorganized our organization to be a hub and spoke, not to regulate but to provide shared learning, a lot of dialog between the hub and spokes.†“We have corporate communications, but we also have call centers and so many other touch points,†Kimberly Kadlec, Worldwide Vice President, Global Marketing Group for Johnson & Johnson. “We need to start to empower some of the areas beyond marketing and advertising. Whatever touches your consumer needs to have a consistent tone and with a human voice; we’re focused on that.†“We try to get our marketing people into the call centers at least once a year so we stay connected,†Steve Fuller, Senior Vice President and CMO for L.L.Bean, says. “It humanizes our customers; when customers become numbers, bad things happen. It also simplifies marketing and promotion messages. Talking to your customers will often give you a very different perspective around a marketing effort’s effectiveness.†# # # NicheSuite offers you all this and more. NicheSuite is a future-ready solution that meets your needs of today and the demands of tomorrow. End
Account Email Address Account Phone Number Disclaimer Report Abuse
|
|