Social Insights: In Conversation with Brian Fanzo

Share this post:

In our hyper-connected environment, leaving Social Business out of the strategic equation is not really an option – it’s a necessary part of the mix to change the way companies work and to reach customers where they are.

imageSome companies – even large enterprises – are inherently social. Think born-on-the-cloud companies who started out in the digital age. But for the majority of companies, it’s still a struggle to put social to good use beyond marketing.

To get to the bottom of it, we talked to Brian Fanzo, Chief Digital Strategist at Broadsuite and one of the Economist’s Top 25 Social Business Leaders. In the latest Talking Insights Podcast from the IBM Center for Applied Insights, he shares real-world examples of how social is being implemented and benefits of adoption, from sales to the supply chain.

Customer engagement nirvana: Share what you know, especially with customers. Beyond marketing or selling, use social channels to build relationships. Analyze and understand social data to personalize interactions based on customer behavior.

Employees as social rock stars: Recruit strong social advocates to share best practices internally and increase social sharing. And continually train new employees who don’t have to “unlearn” things, to turn them into brand ambassadors.

Company-wide cultural change: Tap the C-suite to practice the value of social and implement strategies that take effect top down. The impact of social can be built in across the enterprise to emphasize collaboration across the ecosystem.

Brian also discusses how social adoption is mirroring the findings in a recent IBM thought leadership study, Charting the Social Universe. From the more common starting point of collaboration and HR tools, to more sophisticated social analytics and business processes, it’s really more a question of which entry point makes the most sense for a particular organization, than if it will embark on a social initiative at all.

Share your thoughts about the podcast and social adoption with us on Twitter using #IBMSocialStudy.

And stay tuned for upcoming podcasts in the series including, up next, a conversation with IBM’s Andrew Grill.

More Uncategorized Stories
August 29, 2016

The Social Leader Is the Secret Ingredient to Branding Success

Hear Cheryl Burgess and the thought leaders she highlights below on Wharton’s upcoming Marketing Matters business radio show, SiriusXM Channel 111, Wed., 7 Sep, 5–7 pm EDT. Social employee advocacy continues to grow in both sophistication and value. This new authentic marketing channel has become infused in the DNA of organizations across the globe. It’s […]

Continue reading

May 24, 2016

Simplicity Is Your Future of Work Superpower

I was blessed to have studied design thinking as an undergrad student long before it was called that by IDEO, IBM and others. My lifelong focus on simplicity was shaped by what I learned in design school and sharpened by a wondrous moment in a science museum. Some kids, fifth or six graders, were in […]

Continue reading

March 16, 2016

The Evolution of Social: Cloud and Cognitive

Social business has long been the norm. Everything from social media to advanced collaboration technologies have taken hold in the workplace and in our personal lives. While a certain fatigue may be setting in as we’re deluged with messages from a myriad of channels, social is proving to be more powerful than ever as a […]

Continue reading