[...] Companies Must Plan Holistically For Social –Beyond Marketing – Jermiah Owyang – Oct ‘09 [...]

[...] Beyond marketing: Companies must view social holistically [...]

[...] Companies Must Plan Holistically For Social –Beyond Marketing – Major impacts to other departments beyond marketing. [...]

[...] ability to impact a business’ entire org chart. The latest, and a solid read, comes from strategist Jeremiah Owyang. August 19, [...]

When you said “holistic” I first imagined melding social media components with legacy strategies and tactics (i.e., “traditional”). I wonder if that was what Craig was hinting at above.

Well, if you meld the holistic social media across departments with the holistic plans for each department, combining social media and “traditional” concepts, you’d have one hell of a 3-D graphic.

[...] -“Companies Must Plan Holistically for Social –Beyond Marketing” [...]

[...] to plan holistically to make your company departments understand why it will become social, thinks Jeremiah Owyang. And I completely do agree with these [...]

[...] a little rough around the edges, but it absolutely rings true.  Jeremiah Owyang has a new post here where he urges companies to bring ’social’ beyond just the marketing department.  I [...]

[...] business, they will see the merit of including customers in different parts of their company. As Jeremiah Owyang outlines, beyond PR and communication, there are natural extensions to marketing, support and product [...]

One glaring omission Jeremiah, is the company supply chain. Being able to interact with your suppliers via Enterprise or social media channels will have positive impact on cost reduction initiatives, supply chain efficiency, and demand management.

What I love about the new definitions of social business/media is the fact that it will force companies to address the customer journey touchpoint failures they’ve been hiding behind for so many years. Nowhere to hide now!

Taylor

I would submit the folks who work on the factory floor, who likely fall under the Operations department.

I recall taking customers to plant visits and I was amazed by the discipline required to perform repetitive tasks. Yet when approached they were seemingly very happy that someone other than their supervisor was paying attention to them.

Imagine Procter & Gamble’s blue collar labor force being in actual touch with customers who use “Tide” connecting via Twitter? Disruptive, yet how can this not be seen as authentic?

[...] Companies Must Plan Holistically For Social –Beyond Marketing … [...]

How ironic! Today in a meeting with my VP of development I explained that I have ‘a holistic view’ because of my role as a community strategist.
I really appreciate that Alterian (who recently acquired my company, Techrigy SM2)is open to implementing my social ‘habits’. I loved working cross functionally in our startup & I’m enjoying the new challenges of integrating my practices into an enterprise that’s global.

I’m leading a workshop on the How-to’s on this topic at Enterprise 2.0 in Nov in SF. I invite everyone to join the discussion!

And for Maayan, have you considered using networks like Twitter & LinkedIn for lead gen? My team has had great success (and our customers prefer telephone/email too).

Having only worked at one company I certainly can’t speak for other B2B’s, but despite not using most social media to help our clients we’re obeying the all important rule of being where your clients are. In our case, they’re on email/phone. (More support for your hypothesis that email is a social network)

I think of holistically meaning a combination of the creation of a horizontal presence between and within departments-”tipping the silos”- a also the layered social media practicum as Filiberto described.

It can’t be a pure SM play without getting the business flow aligned first..it’s both the challenge and the opportunity.

Yes, Legal is severely impacted by every single of the above mentioned. They must couple with HR and Marketing and other groups immediately to set guidelines.

I often advise clients to involve legal early, however come prepared with a risk mitigation plan. I had to do this at Hitachi.

I’m with Eric. You can’t just hire one guy and expect him to be your entire company’s presence. Customers & potential customers need to see that your company lives and breathes as a collection of individuals, not a monolith.