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Boards have it on their agendas; Human Resource Directors are searching for best professionals in this field; Chief Marketing Officers are juggling among the different tactics to show the best result.

In short everyone is trying to figure out what the right strategy is, anyway!

Any guesses to what is being referred to here??

No we are not talking about any new technological development, or a new corporate roadblock the topic referred to here is SOCIAL MEDIA STRATEGY

You might wonder that social media is nothing new. Probably most of you are already using this medium to reap business benefits. But the question is Have you been successful in doing so?

According to Davia Temin, global reputation strategist, even today, blogs on social media cautions continue to draw significant readership. Why Because the world has changed seismically. Corporate social media has gotten far more sophisticated, and far more CONFUSED.

The list of questions companies struggle to answer

Is any corporate social strategy private anymore? How does branding over social media really work? Should CEOs tweet? What should an organization stand for on social media? What should its voice be? Who will own that voice, and should employees be empowered to post on their own, or should they need to be vetted?

How should those efforts coordinate with more traditional corporate communications and marketing efforts? How should an organization respond to detractors, as well as to friends? Who should control the function, and to whom should it report? What will get the organization liked, and what will get it hated, and why? How should organizations communicate to the public, when the public now communicates back? How should haters be listened to, responded to, blunted, deferred to?

Reputation Risk vs. Reward

While the rewards of social media are many, there is something that has held back many small and large companies.

Deloittes National Study Many businesses perceive social media as the biggest threat and technology disrupter to their business models. They have become hesitant to embrace it, fearing corporate reputational risk.

What has led to this thinking?

In the quest to do something, few companies have made drastic mistakes that have turned off the audiences. Lets see a few examples cited by Davia Temin in 10 donts of corporate social media

Over-marketing instead of being Social

Forgetting that the brand is on a social network is one of the worst corporate social media blunders. Organizations have not understood the norms as to how a company speaks to others, how much and how often it speaks, and what is socially acceptable to speak about.

Some companies have marketed their brands everywhere. They have failed to realize that every social medium may/may not be appropriate for the brand.

I Me Myself On- Line Persona

Constant self-promotion has driven many customers away from several corporate social profiles. Companies have failed to realize that interacting with customers over social media is like interacting with them in real life. It appears selfish and arrogant to always say nothing but about yourself.

Following the celebrity strategy

Marketing explicitly in social media is only appropriate for celebrities. You can say celebrities hold an exception when it comes to social media marketing rules. This is why when you have a Kanye West tweeting his 4 million followers to buy his album, there is no problem.

However, when a renowned company has done the same, its one and a half Million followers, have soon unfollowed it.

Adopting a Pitchy tone

Companies have not worked upon to make their profiles interesting and innovative. Result Not a single talk about new innovations coming up, not a single mention of a secret sale thats going on. Soon people have DISLIKED as they do not want to be Facebook or Twitter followers of advertising machine type profiles.

Measuring ROI in followers

Worrying too much about number of followers has been on most companies radar. But then has this tactic been good?

While companies have increased the follower numbers through several shortcut methods, they have failed to realize that instead of having loyal customers, their social profiles is filled with groups of lurkers (people who look at a page and follow it, but never click on it again).

Unable to beat the hate

Often companies have remained silent against the haters present in the online community. Some have even gone up to the extent of deleting the negative comments.

Negative Comment

Organizations have not understood that sparkling dialogue with audience is a great way to increase ROI. And those haters who get involved in a heavily positive experience with the brand are more likely to interact with that brand and consume its product lifetime.

Leaving a page to stagnate

Companies have let their social media pages to decay i.e. leaving it unattended, unchanged or uncurated for too long. Consequently, customers (who have tried to reach to the brand through these pages) have felt neglected and frustrated.

In most instances, companies have been unaware about the applause/criticism they have received on their own orphan pages.

Robotic, faceless brand

Customers always prefer working with real people in the digital age. And because customers have not seen the people behind the logo, they have been unable to associate with certain brands.

As a result - instead of loyal, trusting fan bases, companies have had group of fair weather consumers.

So does that mean social media has turned out to be a dreaded zone for enterprise?
No! Small but significant number of enterprises have experienced new horizons of Social Media success

Heres a snippet of 6 KEY FINDINGS published in the TCS 2013 Global Trend Study
1. 38% companies have rated ROI on social media as positive

2.

70% companies run or plan to run an Online Consumer Community through the social media
89% of the leaders value consumer opinion voiced on any social platform Marketing (69%) followed by sales (58%) and customer service (49%) monitor social dialogue 53% companies will spend < $2.5 million next year on Social Media Media, Retail, High Tech, Telco & Travel are a few industries to gain optimum success from social media promotion.

3. 4.

5. 6.

What has the top stalwarts said about the importance of corporate social media ?
Three years from now, people are going to be sharing 8 to 10 times as much stuff. Wed better be there, because if were not, some other service will be. - Mark Zuckerberg

Social media is helping us unite and expand. We have never been so closer to our consumers. - Mark Parker, Nike Pres/CEO

Forbes - Corporate social media promotion will take a new turn in 2014.
Google+ Will Become a Major Factor It has the second highest number of monthly users - 343 million. LinkedIn Will Gain Importance for B2B Business Growth 238+ million users (approx),the launch of its Influencers program, will make it one of the largest sources of content creation and curation. MySpace will come back into action section of experts have hinted at a second successful stint of MySpace. Image/Video-based content will see more success Image-based social media sites such as Pinterest, Slideshare, Path and Tumblr are estimated to grow in the coming months.

Micro video - bite-sized videos to replace the traditional video content Online addicts are more likely to create and share real-time video from their smartphones on Instagram and Twitters Vine

With big names capitalizing social media to the fullest. How can the strugglers join the league ?
Social media Etiquette Give more emphasis to others than yourself. Share important information esp. those that hold public interest. Social Media Monitoring Monitor and track trends that have garnered maximum viewership. Aggregate data to get into the crux of the matter. Using Social Media First interact with your community on off-beat topics before starting industry discussions.

Social Media Analysis Combine cold numbers with human insights. Choose metrics related to your highest organizational goals. Form a theory based on your past performance.

The blend of social media and CRM

Experts and technological gurus have called CRM, the most important tool for managing corporate social media campaigning. Lets see why The culture of social networks has changed the expectations of the people. Now, customers dont want to be acquired and managed. They want to be delighted and empowered. Businesses have recognized this; which is why now every enterprise is putting effort to build authentic and relevant connections more than ever.

Old-School-Mad-Men-Madison-Avenue
Earlier marketing was all about yelling at customers about how GREAT products and services were.

Today, customers fast-forward through commercials, ignore glossy marketing materials, and avoid Slick Willy sales reps. Word-of-mouth-recommendation influences their buying decision. They interact and decide what they want to buy among themselves. They talk to companies on whatever social channel they choose and in return expect an immediate feedback.

Social CRM
Social CRM enables enterprises to become part of the conversation that customers are having in the marketing funnel. It helps them become nimble enough to add value to those conversations. Result Customers start knowing and valuing the companies as trusted resources.

The blend of social media and social CRM enables a brand to truly listen to its customers more than ever before.
Engaging with social media conversations, tracking new leads from a Tweet and moving them into the sales funnel are a few USPs of having a social CRM platform integrated in the business process.

How can Converge Enterprise be your perfect Social CRM provider ?

Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.

The Social Aspect

The whole idea of integrating social tab in Converge Enterprise CRM is to build an integrated interface for users and customers to share and collaborate. Using Converge Enterprise CRM, you can get a deeper insight into the customer's likes, preferences and opinions and accordingly customize your client approach.

Other core benefits to avail through Converge Enterprise CRM

Converge Enterprise CRM helps you in 10 different ways to improve your business 1. 2. 3. 4. 5. 6. 7. Single interactive dashboard screen Controlled data access through team management tools Daily activity management from calendar dashboard Automated sales process DRIP marketing automation Customized collaborative reports for daily update Easy & accurate data import

8.
9.

Easy customization solutions to suit different industries

Easy storage and sharing of documents

10. Google App Integration

Hesitant to take the plunge? Read what our clients have stated about us
We have a very aggressive sales and marketing team requiring real time updates to team calendars and meetings. With Converge Enterprise we get the flexibility of using it from any device any time and having all our documents, templates and canned emails stored in Converge Enterprise, it makes everything so easy on Converge CRM. I am excited to see my sales and marketing team becoming more and more productive. Thanks to Converge Enterprise! Greg DemetriCEO, ClkClk Inc www.clkclk.biz

Having a diverse sales team, we were finding it difficult to manage all our custom processes and workflows through some of the existing packaged Cloud CRM products. We then came across Converge Enterprise and have been using the platform for over six months and the experience has been a good one. The CRM is highly sophisticated and able to handle all our custom workflows very easily without the need for expensive customization and most importantly Converge Enterprise support has been very responsive. I can recommend Converge Enterprise to virtually any business looking for a powerful and flexible CRM solution. Salvatore CarrabbaCEO, Salamander Designs www.salamanderdesigns.com

Pricing Details
Professional Lite
$99 for annual purchase
Unlimited Leads 500 MB Storage Resource Library

$9/user/month

$319 for annual purchase

All Lite features plus Unlimited Contacts 2500 emails per month 2 GB Storage Deals Email Templates Lists and Segments Web-to-Lead Mass Emails Campaigns Social Feeds Resource Library Import Export Customizable Reports Roles and Permissions App Store

$29/user/month

Premium
$649 for annual purchase
All Pro features plus Custom Fields 5000 emails per month 4 GB Storage Automation Rules Products Quotations Invoices SocialCRM* Fax Integration App Store

$59/user/month

Free Trial is also available for 30 days, which can be upgraded to paid membership during that period or afterwards.

Contact Us
Have a few queries? No issues! Speak to our consultants.

11501 Dublin Blvd, Suite 200 Dublin, CA 94568 Ph No - 855.411.CRM9 Ph No - 510.924.1683 Email - info@convergeenterprise.com www.convergeenterprise.com