Converge Enterprise Sell + Market + Service + Collaborate

Boards have it on their agendas;

Human Resource Directors are

searching for best professionals in

this field;

Chief Marketing Officers are

juggling among the different tactics

to show the best result.

In short everyone is trying to figure out what the right “strategy” is, anyway!

Any guesses

to what is

being

referred to

here??

No we are not talking about any new technological development, or a

new corporate roadblock – the topic referred to here is

SOCIAL MEDIA STRATEGY

According to Davia Temin, global reputation strategist,

even today, blogs on social media cautions continue to draw

significant readership. Why –

Because the world has changed seismically. Corporate social

media has gotten far more sophisticated, and far more

CONFUSED.

You might wonder that social media

is nothing new. Probably most of

you are already using this medium

to reap business benefits.

But the question is – Have you been

successful in doing so?

The list of questions companies

struggle to answer

Is any corporate social strategy private anymore?

How does branding over social media really work?

Should CEOs tweet?

What should an organization stand for on social media?

What should its “voice” be?

Who will own that voice, and should employees be empowered to post

on their own, or should they need to be vetted?

How should those efforts coordinate with more traditional corporate

communications and marketing efforts?

How should an organization respond to detractors, as well as to

friends?

Who should control the function, and to whom should it report?

What will get the organization liked, and what will get it hated, and

why?

How should organizations communicate to the public, when the public

now communicates back?

How should haters be listened to, responded to, blunted, deferred to?

Reputation Risk vs. Reward

While the rewards of social media are many, there is something

that has held back many small and large companies.

Deloitte‟s National Study – Many businesses perceive social media as the biggest

threat and “technology disrupter” to their business models. They have become

hesitant to embrace it, fearing corporate reputational risk.

What has led to this thinking?

In the quest to do something, few companies have made drastic

mistakes that have turned off the audiences. Let‟s see a few

examples cited by Davia Temin in „10 don‟ts of corporate

social media‟

Over-marketing instead of being Social

Forgetting that the brand is on a

social network is one of the worst

corporate social media blunders.

Organizations have not

understood the norms as to how a

company speaks to others, how

much and how often it speaks, and

what is socially acceptable to

speak about.

Some companies have marketed their brands everywhere. They have failed to realize that

every social medium may/may not be appropriate for the brand.

I Me Myself On- Line Persona

Constant self-promotion has driven many

customers away from several corporate

social profiles. Companies have failed to

realize that interacting with customers

over social media is like interacting with

them in real life. It appears selfish and

arrogant to always say nothing but about

yourself.

Following the celebrity strategy

Marketing explicitly in social media is only appropriate for celebrities.

You can say celebrities hold an exception when it comes to social media

marketing rules. This is why when you have a Kanye West tweeting his 4

million followers to buy his album, there is no problem.

However, when a renowned company has done

the same, its one and a half Million followers,

have soon unfollowed it.

Adopting a Pitchy tone

Companies have not worked upon to

make their profiles interesting and

innovative.

Result – Not a single talk about new

innovations coming up, not a single

mention of a secret sale that’s going

on. Soon people have DISLIKED as

they do not want to be Facebook or

Twitter followers of advertising

machine type profiles.

Measuring ROI in followers

While companies have increased the

follower numbers through several short-

cut methods, they have failed to realize

that instead of having loyal customers,

their social profiles is filled with groups of

lurkers (people who look at a page and

follow it, but never click on it again).

Worrying too much about number of followers has been on most

companies’ radar. But then has this tactic been good?

Unable to beat the hate

Often companies have remained

silent against the haters present in

the online community. Some have

even gone up to the extent of deleting

the negative comments.

Negative

Comment

Organizations have not understood that sparkling dialogue with

audience is a great way to increase ROI. And those haters who get

involved in a heavily positive experience with the brand are more likely

to interact with that brand and consume its product lifetime.

Leaving a page to stagnate

Companies have let their social media pages to decay i.e. leaving it

unattended, unchanged or uncurated for too long. Consequently,

customers (who have tried to reach to the brand through these pages)

have felt neglected and frustrated.

In most instances,

companies have been

unaware about the

applause/criticism they

have received on their

own orphan pages.

Robotic, faceless brand

Customers always prefer working with real

people in the digital age. And because

customers have not seen — the people

behind the logo, they have been unable to

associate with certain brands.

As a result - instead of loyal, trusting fan

bases, companies have had group of ―fair

weather‖ consumers.

No! Small but significant number of enterprises have experienced new horizons of Social

Media success

Here‟s a snippet of 6 KEY FINDINGS published in the TCS 2013

Global Trend Study

1. 38% companies have rated ROI on social media as positive

2. 70% companies run or plan to run an Online Consumer Community through the

social media

3. 89% of the leaders value consumer opinion voiced on any social platform

4. Marketing (69%) followed by sales (58%) and customer service (49%) monitor social

dialogue

5. 53% companies will spend < $2.5 million next year on Social Media

6. Media, Retail, High Tech, Telco & Travel are a few industries to gain optimum

success from social media promotion.

So does that mean social media has turned

out to be a dreaded zone for enterprise?

“Social media is helping us unite and expand. We have

never been so closer to our consumers.‖

- Mark Parker, Nike Pres/CEO

‘’Three years from now, people are going to be sharing 8 to

10 times as much stuff. We’d better be there, because if we’re

not, some other service will be.’’

- Mark Zuckerberg

What has the top stalwarts said

about the importance of corporate

social media ?

Forbes - Corporate social media promotion

will take a new turn in 2014.

Google+ Will Become a Major Factor

It has the second highest number of monthly users - 343 million.

LinkedIn Will Gain Importance for B2B Business Growth

238+ million users (approx),the launch of its Influencers program, will

make it one of the largest sources of content creation and curation.

MySpace – will come back into action

section of experts have hinted at a second successful stint of MySpace.

Image/Video-based content will see more success

Image-based social media sites such as Pinterest, Slideshare, Path and

Tumblr are estimated to grow in the coming months.

Micro video - bite-sized videos to replace the traditional video content

Online addicts are more likely to create and share real-time video from

their smartphones on Instagram and Twitter’s Vine

With big names capitalizing social media to the

fullest. How can the strugglers join the league ?

Social media Etiquette

Give more emphasis to others than yourself. Share

important information esp. those that hold public

interest.

Social Media Monitoring

Monitor and track trends that have garnered

maximum viewership. Aggregate data to get into

the crux of the matter.

Using Social Media

First interact with your community on off-beat topics

before starting industry discussions.

Social Media Analysis

Combine cold numbers with human insights.

Choose metrics related to your highest

organizational goals. Form a theory based on your

past performance.

The blend of social media and CRM

The culture of ―social

networks‖ has changed the

expectations of the people.

Now, customers don’t want to

be ―acquired‖ and ―managed.‖

They want to be delighted and

empowered.

Businesses have recognized

this; which is why now every

enterprise is putting effort to

build authentic and relevant

connections more than ever.

Experts and technological gurus have called CRM, the most important tool for managing

corporate social media campaigning. Let’s see why –

Old-School-Mad-Men-Madison-Avenue

Earlier marketing was all about yelling at

customers about how GREAT products

and services were.

Today, customers fast-forward through

commercials, ignore glossy marketing

materials, and avoid ―Slick Willy‖ sales

reps. Word-of-mouth-recommendation

influences their buying decision.

They interact and decide what they want

to buy among themselves. They talk to

companies on whatever social channel

they choose — and in return expect an

immediate feedback.

Social CRM

Social CRM enables enterprises to become part of

the conversation that customers are having in the

marketing funnel. It helps them become nimble

enough to add value to those conversations.

Result – Customers start knowing and valuing the

companies as trusted resources.

The blend of social media and social CRM enables a

brand to truly listen to its customers more than ever

before.

Engaging with social media conversations, tracking

new leads from a Tweet and moving them into the

sales funnel – are a few USPs of having a social

CRM platform integrated in the business process.

How can Converge

Enterprise be your perfect

Social CRM provider ?

Converge Enterprise is a leading Cloud CRM company offering an innovative

collaboration network portal connecting Customers, Partners and Employees

through social and mobile cloud technology.

The Social Aspect

The whole idea of integrating social tab in Converge Enterprise CRM is to build an

integrated interface for users and customers to share and collaborate.

Using Converge Enterprise CRM, you can get a deeper insight into the customer's

likes, preferences and opinions and accordingly customize your client approach.

Other core benefits to avail through Converge

Enterprise CRM

Converge Enterprise CRM helps you in 10 different ways to improve your

business

1. Single interactive dashboard screen

2. Controlled data access through team management tools

3. Daily activity management from calendar dashboard

4. Automated sales process

5. DRIP marketing automation

6. Customized collaborative reports for daily update

7. Easy & accurate data import

8. Easy customization solutions to suit different industries

9. Easy storage and sharing of documents

10. Google App Integration

Having a diverse sales team, we were finding it difficult to manage all

our custom processes and workflows through some of the existing

packaged Cloud CRM products. We then came across Converge

Enterprise and have been using the platform for over six months and

the experience has been a good one. The CRM is highly

sophisticated and able to handle all our custom workflows very easily

without the need for expensive customization and most importantly

Converge Enterprise support has been very responsive. I can

recommend Converge Enterprise to virtually any business looking for

a powerful and flexible CRM solution.

Salvatore CarrabbaCEO, Salamander Designs

www.salamanderdesigns.com

We have a very aggressive sales and marketing team requiring real

time updates to team calendars and meetings. With Converge

Enterprise we get the flexibility of using it from any device any time

and having all our documents, templates and canned emails stored in

Converge Enterprise, it makes everything so easy on Converge CRM. I

am excited to see my sales and marketing team becoming more and

more productive. Thanks to Converge Enterprise!

Greg DemetriCEO, ClkClk Inc

www.clkclk.biz

Hesitant to take the plunge? Read what our clients

have stated about us

Pricing Details

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$99 for annual purchase

Lite $29/user/month

$319 for annual purchase

Professional

$59/user/month

$649 for annual purchase

Premium

• Unlimited Leads • 500 MB Storage • Resource Library

• All Lite features plus • Unlimited Contacts • 2500 emails per month • 2 GB Storage • Deals

• Email • Templates • Lists and Segments • Web-to-Lead • Mass Emails • Campaigns • Social Feeds • Resource Library

• Import • Export • Customizable Reports • Roles and Permissions • App Store

• All Pro features plus • Custom Fields • 5000 emails per month

• 4 GB Storage • Automation Rules • Products • Quotations • Invoices • SocialCRM* • Fax Integration • App Store

Free Trial is also available for 30 days, which can be upgraded to paid membership

during that period or afterwards.

11501 Dublin Blvd, Suite 200

Dublin, CA 94568

Ph No - 855.411.CRM9

Ph No - 510.924.1683

Email - info@convergeenterprise.com

www.convergeenterprise.com

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