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5 Posts authored by: elizabeth.brigham

As we mentioned on mainstage at Jive World and in our recent products post, Mobile is the biggest and most globally disruptive technology change on the horizon. Jive is focusing and investing in mobile in a HUGE way, beginning with our release today.  In this release, we are focusing on 3 major areas - Universal Native iOS app for iPhone and iPad, Mobile Web for Customer Communities and updates to Jive Present. Here are some more details on what's coming and how you can learn more.

 

  • New UNIVERSAL iOS native app for iPhone and iPad - We've focused on being an early mover to develop for iOS7, delivering a consumer-grade, consistent user experience whether on iPhone or iPad. This "native app" is the best solution in the market for employees to find experts and information quickly, to stay strategically aligned, and to collaborate effectively on the go.

 

  • Significant improvements for Mobile Web -  We've focused on improving the guest experience on mobile, offering a clear way to search for information and find answers quickly in a branded environment without having to download an app.

 

  • Advancements in architecture & security that drive our competitive advantage - "Bring your own device" (BYOD) has exploded in the enterprise and has proven to be a new challenge for IT to mitigate risk and comply with regulations. We've made significant improvements to security, user authentication and mobile device management (through partnerships with Good Technology and MobileIron) to address and provide a comprehensive solution to allow IT to more effectively manage their business.

 

  • Jive Present - The latest release of includes many enhancements to our existing app and a brand new Android AppJive Present now manages more than just content and multimedia on or off line.  You can create and upload your own HTML5 apps such as sales playbooks, product tours, or order forms with links back to content and places.  With Jive Present's CRM integration you can sync contacts and leads sellers tablets, easily select / send documents to them, and track content used with buyers.  There are also many other enhancements such as more robust ways to manage and search for content by tag.

 

Consult the following blogs for more specific product feature details and release notes.

 

Similarly, for our developers in the audience, we're also releasing a mobile SDK - (Jive iOS SDK · GitHub) so you can take our best-of-breed app structure and configure it for different use cases.  For an example of the SDK in the wild, check out "Jive Beat" from our technology partners In the Pocket. Jive Beat provides a fast and easy way to scan social activity in your community - status updates and images - to stay up to date on the latest while you're on the go.

 

Stay tuned as we continue to innovate and release updates to our mobile experience. We'll be blogging about the latest here and in the Products Space.

 

For all other goodness about the fall release, please consult Jive's Fall 2013 Jive Cloud Release is HERE!

For marketers, customer centricity can't just be about abstract talk and the latest jargon. In an era of high customer expectations, increased brand competition and the explosion of social channels, successful marketing teams must take meaningful, in-the-trenches action in order to create compelling, long-term value for customers.

However, while this action-oriented attitude can pay valuable dividends, it also leads to a long list of must-haves: You need to listen to your company's customers and gather data. You have to glean insights from that data and bring them into your organization to drive product development and enhancements, messaging and strategy. All of this, within the framework of a strong, clear brand identity. Simple? Not!

Clearly, becoming truly customer-centric is complex. But what if you had a secret weapon in your marketing arsenal to help with every step on the customer-centric journey? What if you could take the confusion and anxiety out of the process and seamlessly engage in what is truly a cultural shift in how organizations relate to customers?

With Jive, you do. And you can.

Jive's comprehensive social business solution creates, cultivates and supports a culture of collaboration and insight-driven connection between employees, partners and customers. This strong dialogue (or even tri-alogue), uses the power of internal and external social communities, as well as cross-functional collaboration tools, to empower and enable everyone involved to advocate for the brand and keep improving products and services. Now, employees and teams can easily listen to and respond to customers and partners, and weave a customer focus into all product and marketing strategies.

Want to build a laser-sharp customer focus? Start now with these 8 concrete steps:Screen Shot 2013-06-24 at 5.20.12 PM.png

1. Listen to what customers are already saying about you.

A clear brand identity is essential for any successful marketer. But to understand how customers and prospects perceive your brand, you need to know what they are saying to friends, family and peers. Jive Fathom social media monitoring lets you listen in on social web, tracking conversations and spotting trends that impact your company and brand. Jive Anywhere lets you capture reports from any web-based social media tool, such as Visible Technologies, and easily share them with colleagues within Jive. And Jive Resonata analytics mine the interactions in your Jive external communities to produce deep, actionable insight into prospect and customer needs, motivations and sentiment.

2. Dig into customer support data.

Customer service is an essential brick in your effort to build a customer-centric focus, so it makes sense to dig deeply into the support data you already have. Jive customer support communities provide a motherlode of information -- on customer issues, concerns, perceptions and suggestions -- which you can marry with trends in support cases to help you develop a stronger strategy and prioritize actions.

3. Make sharing the latest customer feedback simple, easy and fast.

Jive makes it simple to tear down your departmental silos so customer feedback can be freely shared, discovered and addressed. Internal employee communities provide a central hub where cross-functional teams can gather to have discussions, give status updates, and pinpoint actions. And integration with your external customer community and customer support allows everyone has a 360-degree view of what customers are saying.

4. Develop your own branded external community to facilitate deeper engagement.

An external community in which you own the content and media -- as opposed to a Facebook page, for example -- allows for authentic interaction with and among customers and prospects like no public social network can. With Jive, you can customize it with your own identity and connect it to internal customer service and marketing teams. You can observe, participate and identify trends that can then be brought internally to discuss and take action -- driving new product enhancements, improving customer service, and strengthening your messaging.


5. Co-create content and product ideas with customers & partners.

Customer-centric marketing means no longer just pushing ideas out through email blasts, Facebook posts and in-person events, but inviting your best customers and partners to become an empowered part of your messaging efforts, sales process, product innovation and content development. Jive's external customer and partner communities provide the rich interaction and collaboration capabilities that go far beyond conventional online forums, allowing users to connect, form groups and discussions, share a wide variety of content, write blog posts and more.

6. Empower and incent anyone in the company to participate.

You should inspire, empower and incentivize everyone in the company to work towards boosting the customer experience, from the C-suite to the front lines. Employees who are informed and engaged within a tightly aligned and coordinated organization will want to drive innovation and customer engagement -- and with Jive's gamification capabilities, you can recognize and reward their participation with game mechanics such as points, badges, trophies and other achievements.

7. Recognize and reward customers and partners for their participation.

A customer-centric ecosystem nurtures brand champions and advocates by encouraging customers and partners to participate in your public community, to give feedback about your new products and services, and to spread the word across the social web. With Jive's gamification tools, you can reward the behaviors you want to perpetuate, whether it is reading or commenting on a blog post, sharing an update, creating new content or completing a specific task such as going through a training session.

8. Use internal collaboration to strengthen strategic planning.

So, you've got a goldmine of feedback and analytics gleaned from social web data, customer service cases and public community profiles, comments and discussions. Now what? With Jive, you can use one platform to come together to share data and insights, make informed decisions and take action. With all teams aware of the latest data insights and how they can take advantage of them to drive the business forward, you can strengthen the strategic planning process across the entire enterprise, from marketing and R&D to product, finance, legal and creative.

Moving towards true customer-centricity can seem like a daunting challenge. But Jive provides an end-to-end answer that provides assistance along every step of the way, from gathering and harvesting insights to sharing data across functions and crafting strategies and programs. By aligning around a strong customer focus, you can quickly move beyond just talk to specific actions that lead to better results.

Learn more about how Jive can help you transform your organization into a customer-centric powerhouse here.

Imagine that you're planning your next product launch -- and it's going to be big. As the product marketing manager, you're excited to focus squarely on acquiring new leads for a venture into a new market, but there's a twist: You have lots of education to do at the top of the funnel to get new customers interested in this new, different product. How do you make that happen? Sure, there's plenty of brand equity you can rely on and you can hope for the best. After all, you're part of a company that's been around for over 20 years with rock-solid results. But now you have to get customers to think about your brand in a new way, and none of your old case studies or promotional materials fit the bill.

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The answer, you realize, is a serious investment in content marketing.


It's the buzzword of the year: From top consumer brands to major B2B players, from agencies to small businesses, everyone is talking about content marketing. Whether it's white papers, featured articles, blog posts, infographics, videos, or dozens of other tactics, relevant content marketing can educate potential consumers; fuel brand value; generate quality leads; boost authority; and communicate core messages.

 

But it’s easy to talk the talk about content marketing. Anyone can say they’ll turn their marketing department into a lead-generating, loyalty-boosting, kick-butt-content-king.

 

Walking the walk, however, isn’t easy. Dreams of content greatness can quickly morph into in-the-trenches nightmares with overwhelming commitments to creating dozens of content pieces, each of which requires planning, writing, editing, proofreading and graphic design, not to mention the sign-off and say-so of several stakeholders. Without the right tools to optimize content workflow and collaboration, you can easily start to feel like you’re feeding a hungry content “beast” rather than implementing a thoughtful strategy.

 

So what does that mean for your team, which must plan, produce, and disseminate high-quality content to meet your product marketing goals? How can you develop a content production machine that runs smoothly? How can you get feedback and insights on results so you can publish content that drives results?

 

Social business technologies allow you to take your big content marketing ideas to the next level by going beyond high-level strategy to tactical tips for the trenches. Here’s the bottom line on what you truly need to get a handle on content marketing for a powerful product launch, brand awareness campaign or thought leadership effort:

 

1. A central hub where all content participants can plan.

Successful content marketing involves a variety of participants, depending on the project. There are the marketing folks, of course, but there might be a freelance writer and contracted graphic designer. Product, sales and PR teams might need to be looped in. An outside agency may need a seat at the table. External partners might be part of the dissemination process. Best-of-breed social business technologies allow you to create central workplaces where all stakeholders can come together and have total visibility into everything related to the project. With Jive for Marketing's Purposeful Places, for example, pre-built templates let you speedily bring together all the people, tools, info and content you need for a project in one central workspace. And most importantly there's a specific template for collateral development that helps teams get cracking quickly.

 

2. Better document collaboration.

Once you start growing your content marketing, it’s easy to find yourself stuck in quicksand-like endless email threads, multiple attachments, out-of-sync versions and frustrated participants. It's like trying to be your own publisher without a newsroom setup. You need unified document collaboration so versions stay under control, co-authoring and commenting is easy and integrates with existing tools. Jive has a full-featured text editor, for instance, or Jive for Office turns Microsoft Office into a real-time document collaboration platform.

 

3. Easy access to subject matter experts.

Maybe you have to put together a slew of new, quality content pieces for that product launch. Or, you might require fresh storytelling spins on old content to keep up with product updates. One important way to do that is by getting internal subject matter experts involved in content development. Social business allows you to easily find, connect with and loop in thought leaders, whether they are C-suite executives, sales managers, product development leaders or technical experts. Jive's smart activity streams, blog posts, status updates, and @mentions mean even the busiest folks across the company are accessible, no matter what city or time zone they work in.

 

4. Customer and partner connections in external communities.

To come up with great content marketing ideas and strategies, a focus group made up of customers or partners can offer invaluable input and real-time feedback, particularly when it comes to product launches. Social business communities can serve as the kind of creative crowdsourcing that power-charges your content marketing, while offering a central place where you can share and disseminate useful content that boosts brand affinity and customer loyalty. Jive's customer and partner communities offer the opportunity for authentic dialogue, insights, and two-way interaction that takes content marketing strategies to the next level.


5. Intelligence and analytics at your fingertips.

Developing successful content requires knowing what customers want to understand and need to know as well as the best way to provide information and education. Social business technologies can help put content strategy in context through intelligence and analytics. For instance, you can learn more about customers and partners through Jive Resonata, the industry-leading community analytics tool, which offers real-time intelligence within external communities to understand sentiment trends, hot topics and help predict potential opportunities. And within the organization, everybody can use Jive Impact Metrics internally to measure and maximize the impact and reach, reaction and influence of communications shared across teams and departments -- whether through blogs, status updates or discussions threads.


You can transform your organization into a killer content marketing machine that drives more opportunities and sales. Download this whitepaper for more information. How invested is your team in content marketing today? Comment below.

Over the last few years marketers have become increasingly knowledgable and skilled in social media strategy and tactics.  We've dedicated resources to creating content on social media; we've shifted our percentage of media spend to favor digital executions; and, we've spent hours on the weekends culling through spreadsheets full of page views, likes, shares, comments and unique visitor data.  However, somewhere along the way in spending 6 figures on marketing tools, we've forgotten about the investment we've made in the marketers and agency partners who actually develop the strategies and get the work done.


While social media has opened new channels through which to communicate with our customers, it's also caused us to be much more tactically-focused.  In effect, we've created silos within our marketing teams handicapping efficiency and productivity. When it comes to launching a new product, getting every marketing discipline together at the same time and aligned on strategy can be like herding cats.  When we add on the additional layer of a global marketing team, it's shocking we ever get anything out the door because we don't have one central place to coordinate, share and learn from each other. In the end, too many new products launch late and/or are over budget.


It's time to move away from operating tactically and instead strategically "network" our marketing organizations to drive the greatest potential productivity. Taking the skills we've honed working in social media can help us cross the chasm into becoming a social business.  Social business technology offers marketers the ability to bring all key stakeholders into one place (regardless of where they're physically located) to develop strategy, to plan and assign tactics by discipline, to execute the strategy, and to review performance data to identify opportunities to optimize the campaign.


Today, I'm throwing down the gauntlet - it's time for us to move our marketing organizations into the 21st century and become social businesses.

 

Social Media, Social Marketing, Social Business – what’s the difference?

As marketers we’re really great at coining terms and using them to mean different things across B2B, B2C and our industries.  For the purpose of our discussion, I will define them in a business context as:

 

  • Social Media – a communication channel through which to engage prospects, customers and professional acquaintances.
  • Social Marketing – a collection of tactics that leverage social media to execute a marketing strategy (e.g. new product launch)
  • Social Business* - an organization that has put in place strategies, technologies and processes to systematically engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-created value

 

As Nilofer Merchant notes in her article “What we talk about when we talk about social”

         No term is ever complete. Each of us are building on each others' ideas as we collectively grapple with understanding and decoding what is happening, and what we think it means. . . . When we focus on tools alone, I think we're making a mistake. . . .The bigger point is that major changes are afoot that change value creation, the meaning of work, and the structures for our institutions.

Semantics aside, our focus for 2013 should be on realigning the culture of our marketing organizations to first focus on the people – the marketers – who are doing the work and secondly on the tactics they need to execute.

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If it's good enough for our customers, why isn't it good enough for us?

Today most marketers at least know about social technologies and many of them have been executing on an external social strategy.  At Disney, connecting with guests wherever they were was important and key to our success. We had dedicated resources to developing content and to engaging with guests across the social web. But until 2011, social media was something we leveraged as an external communication channel. This didn't just happen at Disney, it happens every day across marketing organizations (B2B and B2C) - we continue to use social media to develop relationships with our customers, but we haven't taken it inside our team to drive productivity and competitive advantage.

 

How do we bridge that gap?  How do we take the best practices we’ve developed around connecting, sharing and learning with customers in social media into our marketing teams?

 

Let’s start with a story.  Say you’re launching a new product.  The first thing you need to do is develop your go-to-market strategy. Typically as a brand or product marketing manager, you consult (or conduct) research and learnings from previous product launches, determine the benefits of the product features, assess what the competition is doing and take your first pass at a high level strategy. After that you probably review your ideas (in PowerPoint) with your manager and maybe your manager’s manager…and the VP…and the SVP…and finally there’s a decision.  Throughout all of these conversations you’re the person behind the curtain building and rebuilding PowerPoint slides or Word documents based on everyone’s feedback.  You send along copies via email and get more feedback.  A couple weeks or months (depending on your company culture) later, you’ve got something that you could turn into a creative brief and share with your cross-functional team to “kick off” the launch plan.

 

Even at this early stage in product launch planning, you’ve had to consult many different resources for historical information; you’ve sent around about 50 emails; you’ve gathered feedback manually from several stakeholders (some of which is conflicting); you’ve had to plan and re-plan meetings due to crazy schedules; and, you’ve iterated on PowerPoint slides 10 times.

 

Now imagine if all of your key stakeholders had access to the documents and could provide feedback in one place. You wouldn’t have to worry about the administrative tasks in setting up and rescheduling meetings.

 

Once the strategy was baked, you could open up your product launch “war room” to your cross-functional teammates and your agencies. You’d have one virtual area where you could bring in anyone around the world to connect, share and learn when it was convenient for them.

 

All of the steps to launching a product are heavily reliant on the people doing the work.  Yet, we’re still so focused on marketing automation tools and the tactical elements. Given that you’re investing 70% of operating costs on the marketers thinking and developing strategies, getting input from leadership and collaborating with colleagues to drive business forward, our focus seems misplaced.

 

What social technologies do best is connect people to each other.  We realize that from our interactions with customers and our friends on social media. If it’s good enough for our customers, why isn’t it good enough for our marketing organizations?

 

Becoming customer-centric starts with us walking the walk.  To drive competitive advantage, marketers need to evolve into a social business - an organization that has put in place strategies, technologies and processes to systematically engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-created value.


How is your marketing organization evolving into a social business? For best practices on transforming your marketing team, download this best practices paper.

jivetalks.pngAs a marketer at Disney for three years I got used to relying on email, status meetings, SharePoint, wikis, and large conference calls to plan marketing campaigns.  We produced amazing campaigns that won the loyalty of millions, but I knew there was a better way.  After joining Jive and immersing myself in our Social Business platform, I quickly recognized that getting to market faster was as simple as turning the strategies and tactics we were using externally in social media, internally.

 

Marketing is inherently social - we are the hub connecting the company spokes.  That's why I became a marketer - I love meeting new people, trying to understand their stories and motivations by sitting down and having a conversation with them.  Marketers have gotten wrapped up in the social media revolution (and with it have been drinking through the big data fire hose); yet, we haven't paused to think about how we can get social to work inside our teams.  To get our work done, we have to talk to our teammates, finance, legal, R&D, product management, agencies and consultants daily.  We've got multiple projects in flight, all at different stages, all the time - the proverbial jugglers.  But we get it done, we make it happen and hit our numbers - mostly.

 

I know, you're a marketer and you hate being marketed to.  But let me share a story.  This post is part of a campaign (full disclosure) that we launched on Tuesday, August 7th - Jive for Marketing Teams.  I started with Jive on June 18th, kicked off campaign planning July 9th and got to market August 7th - a full marketing program out the door in one month.  I don't say this to pat myself or our team on the back.  I write this because there's no way we could have done this without using our own products.

 

We developed and co-edited the launch plan using Jive's document editor where all key stakeholders contributed updates weekly.  We didn't need hours of meetings to agree on what the plan would be.  We all collaborated in one place, across the US and UK, and didn't have to worry about early morning calls before coffee to account for time zone differences.

 

I know you're thinking "one planning document is great, but what about..."

  • getting feedback on website updates,
  • developing training decks for sales and training them,
  • researching, designing and shipping an infographic,
  • writing and wiring a press release,
  • planning and posting across social media
  • scheduling and producing a webcast (coming soon....11am PST, Thursday, September 20th)

 

All of the feedback, edits, approvals and launches happened in our Jive platform.  I lost nothing in endless email strings.  I spent time partnering with my team on getting work completed, rather than talking about what we were going to do.  If you've read this far, you must be a marketer.  There's a better way to get to market faster, and better still, optimize your campaigns mid-flight.

 

Are you planning a marketing campaign now?  You should Try Jive.

 

If you're a current customer, share a story of how you've used Jive to plan your marketing campaign.

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