Neil Srinivasan: social media & customer experience
In his presentation, American product manager and consultant Neil Srinivasan provides insight into the optimal place of social media within organizations. Srinivasan states that consumers display specific social behavior in each phase of the purchasing cycle of a product or service – consisting of the purchasing (buying cycle) and the using phase (owning cycle): from the moment people orient themselves to using a product. And of course they do this offline, but also increasingly online through social media. According to Srinivasan, marketing departments are mainly active in the buying cycle (branding, honduras phone number list engagement, etc.). And customer services mainly in the owning cycle (service provision, webcare, etc.). After all, the objectives of these departments differ. One department wants to stimulate sales, the other supports customers.
Interests: How do you deal with different interests?
Within organizations, there is always an organized power. That organized power is essential. But on the other hand, an unorganized (informal) counterpower is created. Social media makes it easier than ever to organize counterpower. But what do you do with the interests of people who are not active on social media? And how do you organize the negotiation process between the different interests?
On the basis of what information do you send and control?
According to Vliex, transparency and objectivity of information contribute to solving issues. In an things to consider when starting web marketing Open Space, according to Vliex, it is easy to distinguish between facts, opinions and beliefs. Thanks to face-to-face contact and non-verbal Watch Johan Bollen’ ommunication, you can better determine whether something is a fact or an opinion. Online, that is much jiangsu mobile phone number list more difficult.
How do you organize collaborations and connections?
In an Open Space, collaboration arises because there is a shared interest in solving the problem. Collaboration becomes less vertical and hierarchical. According to Vliex, this also applies to social media. The boss loses power and the hierarchical position becomes less important. Collaboration becomes more horizontal: the power of peers. Power and influence are derived from whether you are good at something or know a lot about something. According to Vliex, who is the leader within a group therefore changes very quickly. She cites an example of online games .