The Business Case for Email!
A friend of mine was telling me the story about how he was paid by a company to build a business case for email.
The management was totally against it. What would happen to the typing pool? Would this mean the management would need to learn to type? They didn’t have time for this.
Also having a personal assistant they could dictate letters to and would make the coffee it was also a status symbol.
Email was just a shiny new object that would just go away. Anyway emails were not legally binding, the only way you could contact any company, bank, lawyer, was via letter.
I remember the day our typing pool was made redundant. Next day our 386 laptops arrived with Amipro word processing application on them.
Of course senior management still had their emails printed out, they wrote on the paper copy and the personal assistants wrote back. I know companies where it still happens.
What has this got to do with social?
The Business case for social
Was recently in a meeting and person turns to me and said, yes we are doing Social Selling.
“Are you?” I said
And they turned their note book around for me to read.
“Yeah, I’ve just got off a call and made these notes”.
The notes were
Have a photo in your LinkedIn profile.
Have a buyer centric job title.
Compete the summary on LinkedIn and fill out your job description.
Link to people.
Post content everyday.
Pretty much what you get in the Forbes articles …. so that’s social selling then?
Well it depends….
If you want few results and the project to be deemed a failure, carry on.
Social Selling requires, intent. Senior Management sponsorship. Clear objectives and measures. It is great that well meaning run webinars, but the first thing people do after these calls is go back to what they did before. Knowing and doing are two very different things.
So what should companies do?
- Get Board / C-Level buy in and commitment. This means that if anybody stops one of the board members and says “what is this social stuff all about” that person can clearly articulate the social mission of the company.
- Note if you board don’t get social, then we would recommend a bottom up approach. Still requires management support. Some say it’s the future of the company at stake here.
- You can now move to the departments, sales, marketing or Human Resources probably the first. As mention above, there needs to be clear objectives and understanding.
As with any change program, DLA are not sure that most companies can do this alone. Realise we are biased but there are too many empires, chiefdoms and people who want to keep the “typing pool.”
When we set up DLA they did because when the spoke to the “you know who professional services companies” they talked a good story but when pushed they didn’t actually know Social.
For example one company we know that talks a good story about transformation externally actually refuses to change themselves.
So if you do decide to make the journey yourself then please ask your short list….
- How has social transformation worked for your company, look the team members up on Social do their social profiles look like leaders?
- Also ask them “When you start on Monday, what will you do?” Don’t forget to have the BS detector switched on.
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