CNET recently reported that 75% of Fortune 1000 companies will launch a social media campaign this year. They also noted that 50% of those campaigns will fail.
To stay in the right 50% of those campaigns, marketers, customer service advocates and brand czars follow one of four proven models:
#1: Let your customers or employees support each other. Build a central hub where they can ask questions, collect ideas and celebrate the brand.
- Very authentic way to use the social Web
- Inexpensive to operate AND can reduce customer service/HR costs
- Takes a lot of work to seed and build
- The crowd CAN turn on you if support or product development are unresponsive
Make sure you:
- Set expectations: What does success look like?
An example: Blue Shirt Nation
In their quest they developed Blue Shirt Nation: an internal communications platform that generates thousands of conversations across the company. The result, more information, more issues, more solutions, more ideas, more impact — and a corporate culture that is beginning to appreciate that buy-in brings out the best in employees.