Salesforce.com: The Emerging Social Enterprise
Comcast Corporation is the largest mass media and communications company in the world by revenue. It is the largest cable company and home Internet service provider in the United States, and the nation’s third largest home telephone service provider. Comcast provides cable television, broadband Internet, telephone service and in some areas home security (including burglar alarms, surveillance cameras, fire alarm systems and home automation) to both residential and commercial customers in 40 states and the District of Columbia.
Comcast joined public social networks because social media offers a two way interactive experience. Consumers of social media, unlike consumers of traditional media, can interact instantly and directly with either the originators or the authors of the proffered information. They can interact each other too. This interaction and cross communication that social media makes possible is precisely what makes social media so world changing. What difference did it make for Comcast’s business?
Joining social media did have huge impact for Comcast‘s business Comcast and service are two words that have been closely aligned and analyzed.
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It has become a successful social enterprise by integrating social media and social computing tools into their enterprise. This system integrated the firm with its customers, suppliers and employees, resulting in a greater productivity, stronger brands, more innovation and faster time to market. What might be the benefits for consumer? The benefits for consumers could be the following-
It provides a comprehensive customer and collaboration relationship management. improved customer services under its “Internet Essentials” program Comcast offers low-cost internet service to families with children who qualify for free or reduced price school lunches More interactions with company and integrated system which facilitates better consumer experience. 2 What issues and challenges is the use of social networking monitoring supposed to solve or address at Salesforce. com? Salesforce: Salesforce. com Inc. is a global cloud computing company headquartered in San Francisco, California.
Though best known for its customer relationship management (CRM) product, Salesforce has also expanded into the “social enterprise arena” through acquisitions. It is currently ranked the most innovative company in America by Forbes magazine, as well as number 7 in Fortune magazine’s 100 Best Companies to Work For in 2014. Issues and challenges of social networking monitoring that supposed to be addressed at Salesforce. com – More integrated customer based social networking system. Valuation of customer feedback on particular matter. Providing a cohesive customer related system which delights customers.
Building a social platform for large corporations and their customers. Overall a holistic approach to meet the growing need of using social technologies like Facebook, twitter and google+ to engage their suppliers, employees and customers. Because customers and employees are sometimes spending a majority of their time at social sites. 3 Radian 6(now owned by Salesforce) is described as a “listening and engagement platforms”. What does this mean and how does it differ from traditional marketing techniques for communication with the customer?
Radian6: Radian 6 is described as a “listening and engagement platforms” because it helps the company to easily listen and engage with fans on social channels. Salesforce Marketing Cloud’s social media monitoring solution boasts the industry’s most comprehensive social listening coverage, allowing you to listen to over 650M social sources to identify customer service, PR, sales and marketing opportunities in real-time. Gain valuable insight into conversations happening online about company’s brand, products, competitors, and industry– and respond in real time.
How does it differ from traditional marketing techniques? For many years, basic advertising vehicles included newspapers, magazines, TV, radio and direct mail. These communications channels allowed businesses to choose advertising methods based on their budget and need to target specific market segments. The more costly of these choices were often out of the price range of small businesses. With the advent of the Internet, smartphones, iPods and social networking, small businesses are able to advertise using website banners, Facebook-like buttons, Twitter tweets, podcasts and other low-cost, real-time methods.
Traditional advertising does not allow you to respond to changes in the marketplace as quickly as newer forms of communication. Radiant6 gives a real time valuable insight into conversations happening online about company’s brand, products, competitors, and industry– and respond in real time. Traditional media buys are usually more expensive than newer forms of advertising like radiant 6 which let you communicate with your customers using your in-house staff.
The message you can deliver with traditional advertising is much more limited compared to newer forms of communications Hard to target consumers whereas this modern technology allows marketers to more precisely target potential customers based on the amount of personal information websites collect about visitors 4 What are some of the measures you can use to measure the success of a social business approach? Name at least four measures of social business impact. What does it mean to measure the success of a company in terms of its “share conversation”?
Social communication has become pervasive and is rapidly becoming the preferred interaction channel for consumers as well as companies. As the objectives for Enterprise Social Networks within organizations become ever wider, links back to business strategy and real measures become more important. There are some measures to measure the success of a social business approach- Social networking and the enterprise: Social networking has altered the way enterprises engage with their customers, changing their approach to areas such as customer service and brand management.
Leading organizations have been taking the concepts of social networking and using them to transform the way they engage with their employees and partners, in areas as diverse as Sales, R&D, Communications and Marketing. Making the business relevance clear: Developing a benefits case for Enterprise Social Networks involves getting a good understanding of how their capability can be applied to a business; your organization’s strategy, objectives and challenges; and any findings from existing networks in place within your organization engagement of the people within your organization
All of the above benefits depend on engagement of the people within your organization. Much as Amazon can’t generate revenue if people cannot work out how to buy a book on their website, if the experience of an Enterprise Social Network is not both relevant and engaging it will be impossible to create business value, as nobody will be there to do it. Raise Awareness of Your Brand: It’s important to stay relevant. If customers aren’t aware of your brand and what it stands for, your business may be spinning its wheels.
When customers are aware of your brand and interact with it on different social media sites, they are more likely to recommend it to their friends by liking posts on Facebook and retweeting you on Twitter. Measure the success of a company in terms of its Share of Conversations: The exceptional growth of social media, from blogs, Facebook and twitter to LinkedIn and YouTube, offers organizations the chance to join a conversation with millions of customers around the globe every day. It is attracting customers by creating social network.
Measure the success of a company in terms of its Share of Conversations is about opening your field of listening to focus on a broader conversation that is very important to your brand. Most companies appreciate the value and importance of monitoring direct mentions of their brand and perhaps their competitors as well. It is the degree to which a brand is associated with the problem or need that it is setting out to help with. Measuring share of conversation is simple. The easiest way to calculate this is to use a professional social media analysis tool (i. e. Radian6), which will quickly let you visualize the results and also enable you to automatically track it over time to measure your progress. The success of company in terms of its share of conversations- Success of a company depends how the company values the share of conversations and takes necessary steps for solutions. By being more two way based so that your brand associated with the conversations. It is well established that consumers feel more connected with a company when they have direct communication on an ongoing basis and opportunities to express their opinions.