Defrag 2012: The New Face of Social Customer Experience: Engagement at Scale

“Social Business by Design” author Dion Hinchcliffe (@dhinchcliffe) emphasizes the importance of social media in enterprise.


Defrag 2012: The New Face of Social Customer Experience: Engagement at Scale

"Social Business by Design" author Dion Hinchcliffe (@dhinchcliffe) emphasizes the importance of social media in enterprise.

Storified by The UpstartCO · Thu, Nov 15 2012 09:02:05

Dion Hinchcliffe, "Social Customer Experience: Engagement at Scale" #defragcon @ Omni Interlocken Resort & Spa http://instagr.am/p/SDoUnOJzJc/GraemeThickins
@dhinchcliffe estimates that 70% of orgs are using social media, but only 10% are doing so strategically. #defragconLarry Hawes
Still hearing "Social media is still a fad" From enterprise CEO’s #DefragCon #ouchBirdbox
Toyota lost its stellar reputation in 1 mo by not responding on social media to the acceleration problem. SM is not optional #defragconDave Michels
The pace of change will happen faster in Social Business and they will need to learn from how marketers are dealing w challenges #defragconMatt Hixson
"We have gotten really good with Systems of Record, and are finally getting good with Systems of Engagement" @dhinchcliffe #defragconChris Selland
We have a ton of data about social but less science that was built for the current challenges we have #defragconMatt Hixson
"engagement is the name of the game. We want to engage with our customers, suppliers and employees." – @dhinchcliffe #defragcon #socbizAlan Lepofsky
the challenge with enterprise approach to social media is you can’t staff into like other processes. Doesn’t scale. #defragconDave Michels
"You do have to pay them. That’s the downside of employees, if you will." -@dhinchcliffe #defragconCharlie Wood
@dhinchcliffe: To engage at scale we need to involve all constituents. Employees, partners and suppliers, everyone else. #defragconLarry Hawes
#defragcon @dhinchcliffe > insight #2 of this Defrag: scale requires crowd supportPeter Vander Auwera
We need to have a strategic approach to build genuine relationships w the right people not just add more people to engage #defragconMatt Hixson
@dhinchcliffe "advocate your advocates" AGREE! #socialmedia #defragconPaul Muller
#defragcon @dhinchcliffe > the social crowd cares about our companies and want to engage in all steps of the processPeter Vander Auwera
The takeaway: Social business is part of a single continuum, one unified ecosystem including internal and external.

Audience opinion and commentary:

Big data is not a Star Trek character with an eating disorder #defragconPaul Muller
feels like the pixie dust brigade has invaded this presentation #defragconIan Glazer
MyPOV – the thought leaders have moved on from limiting "social enterprise" and are now thinking about organization reinvention. #defragconBen Kepes
@lmckeogh I thought Apple did anti-social networking? #defragconPaul Muller
@lmckeogh Apple is scared shitless of social media, because they can’t control the message. #defragconLarry Hawes