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The New Social Business Engagement Equation

By | Professional, Strategy | 2 Comments

Conversations between a social business and their alumni (read: customers) and partners should be, well, an actual conversation. Information should no longer be pushed out from the ‘social media suite’ where messages are carefully crafted, tailored and often stoic marketing messaging; rather, companies should allow their employees to have genuine conversations and build eminence via the company’s social channels. Why is this important? Raymond Nasher, a famed Dallas developer, is credited with once saying that you should create an alumnus, not a customer of your business. His reasoning? Customers come and go but alumni always come back. If NorthPark Center (his highly-successful retail development) is any indication, I think Mr. Nasher was on to something: social business is not about creating customers, it’s about creating alumni (b2c and b2b) – and your employees can help!

The days of needing so-called ‘social media experts’ are over; your company’s employees are those experts, and they are ready to dig in to help you build your social business. Where and who are these experts? Take a look around your office and you’ll find your social media team sitting right there with you. Go ahead, look around… yes, I’m serious here; look around, view some emails, scan your address book (and memories) for names of your colleagues. See everyone?

There they are! They are your experts and they are the team members who will help grow your social business, creating alumni for your company. Now, take a moment to surface a few names of people who:

• Are go-to leaders for product and business expertise
• Are high-performers
• Have good relationships with multiple departments and teams
• Help put ideas together and
• Who openly share their experiences

If all of the employees at your company are content creators, think of these people as your content curators. The content creators generate the great content which drives engaging conversation and builds eminence and thought-leadership for your company while the content curators weave the stories throughout your social channels.

Open content creation for company social channels breeds a new level of engagement; one that is no longer constrained by marketing heads who think social is all about distributing MarCom while stifling the voice of the employee. Rather, it’s one that puts the power to connect with your alumni network in the hands of the people who already help build your “brick-and-mortar” business daily. Why limit the building of your social business to the 7 people (the size of your social media team, give or take a few) who sit in the ‘social media suite’ crafting messaging around marketing and responding to edge-cases when you can let 70,000 people (the size of your company, give or take a few 10,000) craft content that is meaningful, engaging and relevant? Consider the sales rep who wants to have a social dialogue with their contacts; the engineer who is a thought-leader but their messaging never leaves the office; the service rep who has great technical skill but is limited to sharing that knowledge with their immediate team; the RN who wants to share small bits of helpful knowledge to patients everywhere but their knowledge is only heard by a select lucky few. It is these 70,000 voices that will create alumni and build your social business, not the voice of 7.

You may be more than a little nervous with the disruptive idea of turning 70,000 people loose with the keys to your social business kingdom (and if you’re a healthcare company you likely just fainted and are now reading this 5 minutes after using a cold compress to wake yourself up). While this idea sounds daunting at first things are never as bad as they seem; in fact, those 70,000 voices already hold the keys to your company’s kingdom. The 70,000 already build your product, speak to your customers and manage your partner relationships today in the brick-and-mortar world; this simply expands that empowerment to the social world.

So how do you enable the 70,000 to create content that builds eminence and promotes genuine conversation while weaving a cohesive story and protecting your company’s brand? Stay tuned for my next blog post to find out or contact me for more details!

Corey Rawdon

Mobile Device Operating System Profiles

By | Professional, Strategy | No Comments

Idea: Create login profiles for mobile device operating systems similar to the login profiles for laptop and desktop computer systems. This creates the ability to segment applications, data and metadata by profile which would eliminate the need to carry multiple devices to accomplish the same task.

Background: I’ve always been reluctant to procure a corporate cellular device because (1) I do not want to lose control of my hardware selection (which I upgrade at my own cost) (2) I wish to maintain my own set of personal applications and data (such as personal address books and emails, banking apps) and not store these on a corporate device and (3) I do not want to burden myself (and be wasteful to the environment) by carrying multiple devices.

CIOs and other information technology leaders cite concerns over corporate data security and helpdesk device support as reasons for requiring the use of an employer provided mobile device for conducting business on the go. Corporate procurement departments maintain that they secure better pricing for the devices, plans and therefore discourage, or refuse to approve, the expensing of personal devices used for business purposes. This then creates a divide between the corporate and personal worlds of mobile interaction which is currently only truly solved by using two separate devices or using your corporate device for occasional personal use. A solution that I view as less than desirable.

Ideation: Upon logging in to my MacBook Air a few weeks ago I was presented with the familiar login screen of either my name or a guest account and I immediately thought to myself “why aren’t mobile devices like this?”. Sure, I unlock my phone but I do not have the choice to have multiple profiles (disclosure: I use an iPhone and an iPad; however, these comments are applicable across any mobile OS). So my question was quite simple: why do I not have this option? The mobile corporate and personal divide would be solved! I would be able to maintain ownership and selection of my hardware devices, my personal data would be segmented from my business data and corporate security and information technology entities would maintain the necessary security rights to secure their data when needed.

This segmentation is of ever-increasing importance given the proliferation of social sharing tools that are available and more deeply integrated into mobile operating systems. So, which mobile OS developer (calling Google, Apple and others) is going to implement this first and allow me to keep my own device while segmenting my personal and corporate mobile lives?

Corey Rawdon

Patient Compliance Reminders and Social Media

By | Professional, Strategy | 5 Comments

Ensuring that patients adhere to their specialty-drug therapy program is a manual, time intensive and sometimes ineffective task. The traditional methods of telephone calls and direct mail letters no longer apply to today’s social patient. The social patient needs to be connected within the communications medium they are most comfortable: social media. My idea reaches out and improves communication to the social patient: deliver program compliance reminders in a secure way (protect ePHI for HIPPA compliance) to the patient via a medium where they are most likely to consume the content.

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Flu + Foursquare = 2010 Flu Badge

By | Professional, Strategy | 2 Comments

Pharmaceutical manufacturers and wholesalers, Flu shot / medical providers and Foursquare product managers listen up; I have an idea for you!

Idea: Pharmaceutical companies and flu shot providers (or the CDC) should partner with Foursquare to create a Flu Badge that would be awarded upon a checkin including the phrase “flu shot”.

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