Social Transformation from Tactical to Strategic
We often see social selling being positioned as some sort of tactical measure; a line within a marketing plan. Where as, we are seeing so many clients actually transforming, with social media. That is, starting in sales and then moving through marketing into human resources, etc etc.
I’ve seen a company call themselves a sales transformation company. This does not make sense as transforming sales with social, is after all, a random act of social. Transformation by its very nature has to be across functions and across departments within a business.
It’s at this point where I say that we are not exactly transforming an organisation with social selling, but we are transforming an organisation with social media. Apologies, it’s a head line.
Start in Sales
When we go into an organisation, we usually enter through the sales department as this is an “obvious” place to start. If we can increase the number of leads and meetings (and we do), if we can increase the number of wins (and we do) and if we can reduce the time to close (and we do) then this revenue created can be reinvested into rolling out across the rest of the business.
Social selling requires both habit change and mindset change and this sets the people on both an enjoyable and self enhancing journey. One which mean people understand the company is investing in them as well as the revenue enhancements.
So far in each company we have worked on, we have also left with a prospecting culture, something the cold calling gurus say isn’t possible. Bo-hoo to them!
Leadership is Key
Leadership is essential for any social transformation, there has to be the management team leading from the front. After all, doesn’t the transformation need to start at the top?
We lost one deal where the client said to us, there was no way they could say to the management that social was about change and that the management would need to be involved. I have no idea how the project went but I don’t see them in my Linkedin timeline anymore.
Social is now a Basic Competency
Social is now a basic competency for most jobs. Where as a few years ago, it might have been word or Power Point, social and a personal brand is important for all employees and the employer.
If as a potential recruit, you will make a decision of how “cool” a company is by looking up people on social and from the interactions people make on social. The same as a hiring manager, today you know you need with a social Competency, not just that they are on social, but have the business acumen to use it. From a sales prospective you will want new sales hires to be able to hit the ground running using social and to employee people only with great networks and great personal brands.
Social as a Company Methodology
One of the mistakes people make with social is that they see it is tactical (as we mentioned before) and employee different people in different companies to do different parts of the project. Where as, if people are taking a strategic approach they will want the same methodology rolled out across the world. But obviously having a methodology that can take into account local changes, such as WeChat, Xing etc.
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