Thank you Jason. Good afternoon folks! Jason asked me if I was OK opening the show and I said “Why Jason – I would be honored to deliver the opening keynote!.”
Like most little boys – I loved super heroes when I was a kid. He Man was my favorite, but I couldn’t make a Castle Greyskull metaphor work for this talk. So instead, we’ll use Superman’s Fortress of Solitude. The photo here is the Fortress of Solitude from the Superman movie.Superman used – or I guess still uses - the Fortress of Solitude as his homebase, his escape. He spends time there to hatch plans, create scientific breakthroughs, and experiencing its many magical powers. When he was there, he was completely cut off from the outside world. No one knows about it except superman and his closest allies – I guess Batman, Flash Gordon, and such. Which is fine when you have superpowers.Social professionals and community managers – you guys that are taking time out of your schedules to attend this conference – have escaped the fortress of solitude for the most part operationally speaking. Your jobs span functions – sales, marketing, support, and so on – and you’re started to gain more credibility internally. This has been one of the more encouraging developments in our industry over the past 18 months.Unfortunately – based on my many, many customer and prospect conversations – your data and processes remain locked in the Fortress, completely cut off from your organization, secret to everyone but your closest social allies – which unfortunately probably doesn’t include Batman and Flash Gordon. Let me explain what this problem looks like, why it is a problem, and how you can begin to resolve it.MY GOAL IS TO SHARE SOME THOUGHTS AND TELL SOME STORIES THAT GET YOU TO THINK BEYOND THE FORTRESS OF SOLITUDE – NAMELY BY CONNECTING COMMUNITY WITH CUSTOMERS.
Blind spots were OK during the experimental period…but we’re not there anymore.A recent study from Vocus indicates that SMBs on average are spending 900 per month on social-related marketing tools. Add your salary and benefits and the dollars start to pile up.
How many of you know the exact – or almost exact – size of your social audience? Facebook + Twitter + whatever else?How many of you know the exact – or almost exact – size of your customer base?How many of you know – with the same level of details – how many of your customers actively participate in your social audience?There are other symptoms that you can look for:Copy and pasting data into spreadsheets spreadsheetsSocial reports that lack organizational outcomesScrutiny from your management team
I’d like to close with a story about truth, justice, and hope. A story that illustrates one community manager’s heroic escape from social solitude. I wish I had grabbed screenshots of the interaction, but I didn’t. So you’ll just have to trust me.Customer’s sales guy gave demo to a prospect in the Spring. The deal went nowhere. So it just sat in Salesforce and got the occasional marketing drip. The sales guy was busy working other deals and wasn’t going to contact this prospect again because he thought it was dead.Months after the demo, the prospect tweeted “I just got a demo of XYZ but it doesn’t compare with ABC” – ABC being our customer. That’s great right?Think about the workflow that would kick off at your organization:- If you happened to see the tweet…You might just tweet back and say “awesome, thanks!”You might forward the tweet to sales guy via email and say call this call.You might dig into Salesforce, learn about the prospect, figure out the right sales person, create a task, and so on..This customer had implemented Argyle’s Salesforce connector – which has been in beta for a couple months now. So instead of the community manager having.
Escaping the Social Fortress of Solitude — Eric Boggs (Social Fresh WEST 2012)