Empowerment, that was the keynote of Josh Bernoff (Groundswell) at the B2B Marketing Forum 2011. In his presentation, Bernoff answered the question of how social media can be used by large organizations and for B2B: how do you turn your customers into a channel and how do you ensure empowered employees? Read Bernoff's golden tips.
Josh Bernoff is a Vice President at Forrester , co-author of the Groundswell books and recent author of the book Empowered . He opened his story with 2 examples. What he wants to show is that social media activity of organizations is important. Heather B. Armstrong took down the Maytag brand via Twitter. Because there was no social media activity of the organization, it was difficult to respond.
BestBuy does it better. A customer had problems with his iPhone. By sending a tweet to the saudi arabia phone number list account of @twelpforce the problem was quickly solved. A positive tweet about BestBuy's service was the result.
“Your customers are a channel”
“Customers are more than a cost item,” says Bernoff. “Customers are a channel that you as an organization have to use. As social participation increases, the influence of customers in the customer process increases.”