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28.08.2013
When I upgraded to my newest iPhone at my carrier’s store, the salespeople tried to sell me everything but the iPhone that I came in and requested. Just as supply chain strategy has become a critical part of most companies’ operations, building a Content Supply Chain is becoming a new operations priority. So I decided to delve deeper into this branding tool, came across the Amazon best-selling book The Social Employee, and tracked down one of its authors, Cheryl Burgess, to get some insight into how to best orchestrate a social media campaign that starts at home. David Brier: What’s the concept for anyone unfamiliar with the premise of your book, The Social Employee? Cheryl Burgess: In a nutshell, we are arguing that the path to social business lies through the social employee. For example, you can buy your grandmother a new Kindle and tell her that she now has access to an effectively limitless supply of content to read. What’s the major challenge you’ve witnessed for companies looking to succeed going forward? When we talk about social business adoption, we firmly believe that a brand cannot communicate externally unless it first learns to communicate internally. What’s the most unused asset companies overlook in this social-centric business model? In-house social platforms have tremendous potential for building new approaches to collaboration and cocreation. We found that many of the brands we spoke with, such as IBM and Cisco in particular, had harnessed powerful approaches to crowdsourcing that simultaneously allowed individual voices to resonate and for a group of employees to speak as one.
Cisco used crowdsourcing tools to transition from a much more traditional business model to one that was leaner, more customer-focused and employee-driven. Over the better part of a year in 2012, Cisco held a series of conferences that put executives directly in contact with more than 3,000 managers within the company, and through an innovative communications interface, they collectively hammered out a new direction and philosophy for the company, one that prized employee buy-in above all other considerations. It began with a blog post about a chance encounter where a Southwest flight attendant learned that one of her passengers was none other than Taylor Swift’s father. When Adobe began to look at the new business tools available to them and how those might be able to transform their business, the first thing they did was examine the current level of social media adoption within their ranks. This kind of initiative should be applauded, but the problem with informal adoption like this, as Adobe found, was that each department or work group was using different tools and processes to address their needs.
What’s the biggest (and most common) mistake companies make when transitioning to this model?


There’s no vision behind the changes, just a vague mandate to do things differently. Your social employees need to know that your brand believes in these social initiatives from the highest levels down. When Domo CEO Joshua James initiated the #DomoSocial program in 2012, he allowed time to learn, adopt, and clarify.
For companies new to this, what are the first steps you suggest to successfully make this transition? The more care you put into empowering your employees, the more care your empowered employees will put into acting as engaged brand ambassadors in the digital bazaar.
Find cisco decrypt type 5 password, configuring cisco asa devices for use with npm, cisco asa.
The enable password command uses the weaker type 7 encryption, whereas the enable secret command uses the stronger type 5 encryption. Like any marketing person which you need to look at it is first and foremost is, how can we compete, how can we successfully beat our competitors? One nice advantage about WebEx for me as a marketer is the lead generation tool that it just automatically provides.
Our marketing team really utilizes that quite a bit for orientation sessions, recruitment sessions, anytime we’re trying to reach out a very big mass audience.
With WebEx production webinars that we do, we are able to reach more people, we are able to reach more decision makers than we could possibly do before. We’re able to actually create a new revenue stream for the food group, by creating very targeted webinars that we host on behalf of our clients. We’re taking the money, we’re saving from WebEx and channeling into other marketing activities to really utilize our services to the best. Learn how Cisco WebEx technology can help your organization create more impactful events and marketing programs. In a conversation with one of the authors of the new book, The Social Employee, Fast Company contributor David Brier discuss how companies can leverage this idea to empower employees as brand ambassadors. Recently I learned how Shark Tank investor Daymond John used social media to learn what the consumer's viewpoint was when relaunching FUBU. The growing complexity of moving content, measuring impact, optimizing, following up, and continuously learning from it all will make marketing operations the next frontier for productivity improvement.


The concept of social business has gained a lot of traction over the past few years, and rightfully so. Social business must begin with this goal in mind—otherwise the whole process will break down. Social is only about technology insofar as what that technology can do to facilitate human innovation. This meant that they could communicate well with their immediate coworkers, but not nearly as well with other departments and branches of the business. Companies that put the technology before considering their employees encounter difficulties that could have been avoided.
Employees and customers are more likely to trust a brand when its executives are visible and engaged in social media. Social business is fundamentally collaborative, an alternative to the command-and-control, top-down structure businesses have traditionally used.
Remember as well that every brand has employees from a variety of age groups and that the adoption process will take different amounts of time for different people. We came up with a conclusion that WebEx provides a platform, provides a format that allows us to get our story out in a very cost effective way to our target audience. So I looked at this aspect: What if social media tools could be used by employees to dramatically accelerate insight, productivity, and innovation? Many fantastic books and blogs have been written on the subject, and business leaders have a general idea of what this looks like but lack the underpinnings of how and why this works. Good ideas will still originate from talented individuals, but now these ideas can be amplified and expanded with remarkable efficiency. Surveys have shown that both employees and customers are more likely to trust a brand when its executives are visible and engaged in social media. We learned the resulting boost in productivity and elimination of silos was almost instantaneous, and the company was sure to chart this progress through a series of key performance indicators.




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