Are you ready to make your company more social?
What defines innovation? Non-dogmatic thinking that others interpret as risky? Ditching conventional ideas in favor of learning from failure? Willingness to explore? As we reach past the recession and out of a landscape littered with foreclosures, layoffs and lawsuits, innovation has become the DNA for survival. Those who fail to innovate, die.
It’s time to embrace “The Now Revolution” with Jay Baer and Amber Naslund as your tour guides.
Jettison what’s broken and innovate
There’s a saying that not moving forward is the same as moving backward – because your competition is advancing at an alarming rate. The Now Revolution explores the new business landscape on social media and how companies are redefining success.
Traditional press releases and canned corporate communications are no longer an effective way to share information (if they ever were). Customers are online searching and demand answers – immediately. Supplying those answers and being ambassadors of the brand is now the responsibility of all departments and everyone within those departments.
Welcome to the new way of doing business: transparent, fast and smart. In short, if you’re not on social media, you’re not only losing day-to-day business – you’re losing market share.
But Nasland and Baer go beyond the typical cheer of “you NEED to be on social media.” They map out a strategy. From breaking down silos to spreading accountability of customer inquiries to every employee, The Now Revolution offers easily implementable solutions.
“Once upon a time, customer contact was centralized around the switchboard, and the phone was the preferred method for communication between companies and customers,” says Marcel Lebrun, CEO of Radian6 in Chapter 4 of The Now Revolution. “When it rang, you answered because it was likely a customer or a potential customer on the other end of the line. Now the calls are coming through online, via the social phone.”
Create an ecosystem of creativity
Knowing you need to be on social media and actually figuring out how to do it can be as overwhelming as a transcontinental flight. The Now Revolution takes readers through a 7-step process of breaking free from traditional (and quite frankly) stodgy ways of doing business to communicating faster, smarter and more socially.
The authors remain true to one core belief throughout the entire book – everyone in the company must be involved. It’s a cultural transformation:
- Engineer a new Bedrock. The new now is about instilling confidence and the belief that accomplishments and failures are shared through every level of an organization. Strategy is collaborative so those execute can both learn from and educate those who plan.
- Find talent you can trust. Since every person within the organization is a brand ambassador, finding and keeping employees should focus on cultivating strengths that contribute to shared goals, vision and purpose.
- Organize your armies. “Social media guidelines and policies will serve as a roadmap for individual and team participation and will help mitigate risk and uncertainty while giving everyone the confidence and freedom to contribute.”
- Answer the new telephone. Who is answering the call at your company? Talking to customers on social media is quickly becoming a function of Sales, PR and Marketing, Customer Service, Research and Development, Human Resources, Executives and Management.
- Emphasize response-ability. As your ability to find and contribute to conversations sharpen, so will the strength of your employee force. You’ll start talking to customers in ways you’ve before considered possible – which will help you grow stronger internally as well as externally.
- Build a fire extinguisher. When a crisis arises, your teams will know who to contact first and where to put the information for consumers. And when the crisis passes, you’ll have a clear view of what worked and what needs improvement.
- Make a calculator. “Keeping score matters. And you’ll know and embrace that some of the most powerful results of social media aren’t easy to tuck into a spreadsheet…you’ll count not just the clicks, but the anecdotes, amazing examples and compelling stories that illustrate how social media has built a bridge between your customers and your company.”
Whether you read The Now Revolution from cover to cover and embrace the power of this paradigm shift or pick out chapters for what you’re currently struggling with, this book will change how you look at social media. What’s more important though, is that it will change how your business approaches social media, making your efforts more effective and strategic.
Want to win a copy of The Now Revolution for yourself? Leave a question or comment for Jay or Amber and you might be the lucky winner. Winner to be announced on March 22, 2011.
To learn more about The Now Revolution, visit their site: Now Revolution.