At first you might dismiss this. You might say, "Web 2.0, Social Media - These are all buzzwords that don't have anything to do with my business. I am not going to waste my time on this." But, then again, the economy is tough and ANYTHING that can help you is worth a look.
These companies may have thought the same thing - until they tried it...
Within 6 months, Ace Hardware saw a 500% increase in ROI through increased sales by connecting dispersed distributors. Ace got them 'talking' through discussions - something that geographically spread out stores were not able to easily do. Once they did, sales, cost savings and collaboration rose dramatically. Plus, new hires get up to speed much more quickly.
Home Depot uses video to quickly and simply explain how to perform some common DIY projects.
Each year, RehabCare looks for the best college grads to hire. To help them, they turned to social recruiting. Whereas their limited staff of five had only so much outreach, now they are in constant contact with thousands of students each day.
Each of these examples will not directly correlate to your business. No real example will. But they can give you some good ideas of how to use Web 2.0 - or Social Meda - to better help you collaborate better within your company, connect with your customers or reach new customers. Use these and other examples and then brainstorm how you can use it to increase your business and keep a solid foundation through these rough economic times.
In some ways it seems like a full year has passed since we started the Community Portal. In other ways it seems like only a couple months. Either way, the calendar says six. So I thought this would be a good time to review the CP and see where we are.
STATS
Here are some stats. Some are fantastic, and others we hope to improve on.
Over 75% of our customers have registered. We are very pleased with this. For ANY company to have signed up 75% of their customer base is incredible. I saw some research (sorry, I can't find it now to link to it) that showed that most companies with a social media offering have less than 100 registrants. We have blown that out of the water.
"Sure," you may say, "that is only because of NAGS." Actually, the need for customers to download NAGS definitely helps but it isn't only NAGS. I just went and looked and we had 24 customers sign in to the CP yesterday alone. This tells me that customers are using it. For almost all content, customers don't need to sign in so there is a lot more usage than just those 24. Also, last September (during the last NAGS update) we had 1683 unique visitors to the Community Portal. In January, the next NAGS month, we had 2530 unique visitors. That is a 67% increase over the last NAGS month. Wow!
So we know that it is being used for more than just NAGS. But what are our customers using it for? The two most popular informational sites (which means not the home page or community home pages and excluding the NAGS page) are theNot authorized to view the specified document 2408and the Not authorized to view the specified document 2614. Close behind that is a document that Kay created: "Not authorized to view the specified document 2250" document. The most popular community page (besides the home page) is the Training Community with the Glass Software Community close behind. So, are customers learning from the Community Portal? Given the number of those going to these pages and how long they are staying on the page we conclude that they are. This is EXACTLY what we were hoping for! The more we can educate our customers the better success they will have and the happier they will be!
Discussions are not being utilized as we had hoped, but still we knew it would be slow at the beginning. Customers are starting between 9 & 20 discussions a month. Not too bad. We would like to see this increase, however. When Discussions are used all customers get the benefit of learning what one person learns. Instead of a phone conversation, it is opened up to everyone to comment, add their own unique perspectives and learn from each other.
In Review
The Community Portal is working and working well! Has everything been perfect? No. We knew we would need to continually tweak it and learn as we go. That is to be expected with a new system (technologically and logistically) and the fact that the whole social media industry is in its infancy - there are not a lot of best practices out there. This is new to everyone. But we are having successes and seeing the results we would like to see and are pleased with the progress.
Do you have any other suggestions on how to make the Community Portal work better for you? Please leave us your feedback in the comments below.
Thanks for making the Community Portal such a success!
(This was written by Arnaldo Garcia - Sales Manager for GTS)
THE BASICS – How to select the best business management software application for the organization?
In the last 15 years I have seen many organizations going through the process of adopting business management software applications with the idea of maximizing productivity and profitability and increasing competitiveness.
A position organizations often take is to believe that they are too small to plan or have a long-term vision for the business. They therefore believe that taking close attention to the business management software applications they adopt, or not, is not that important.
On the previous fact, my thought is that whether or not there is a long-term growth vision for the organization, the adoption of a business management software application is an investment that requires evaluation if the organization is planning to remain in business.
Now, to do it successfully, shopping for software that appears to have the features and functionality necessary will not be enough. The smart adoption of a business management software application that works for the organization is NOT a complex process. It does, however, require a clear understanding of the importance of THE BASICS and how they affect the long-term plan/vision of the organization.
So, what are The Basics?
The Basics are the four areas of initial analysis or consideration when adopting business management software applications to avoid a fiasco. And they are: • Architecture • Openess • Adaptability • Partnership
Architecture – Provides the platform to deliver the other Basics. It is the DNA of the software application. The architecture ensures that everything works together (i.e. software features, report writing, database management, remote data entry, integration with other applications, etc.)
From database management to report writing to adding custom features and functionality; it would be faster, safer and more cost-effective with the right platform.
More importantly, the architecture ensures that when the time is right to migrate the application (features and functionality) onto the next best architecture the path to a successful upgrade is there.
Openess – Often misrepresented, it is NOT only about the database engine utilized by the application. Frequently, we hear or read that as long as the application runs on an industry standard database, such as Oracle or Microsoft SQL Server the data can be extracted anytime. Well, not really.
Essentially, the level of openess is going to be determined by how quickly and accurately data can be extracted by other utilities or application, such as report writers without having to dig deep into the functions of the database engine itself.
Adaptability – This is a two-way factor which can, and probably will, determine if the application is the right one or not. It refers to how easy it would be for end-users to initially learn and understand the flow of the application and then adapt it to the current business processes. Then, (and perhaps more importantly) how the application can adjust to the new business requirements necessary because of growth and diversification, sometimes imposed by the ever evolving market.
Partnership - “You can adopt a mediocre software application, but if you have a good partner that understands your business and knows the application, you’ll be fine. You can adopt the best application, but if you partner with a mediocre consulting firm you will fail”. This has proven to be true so many times.
The partnership you create MUST have clear answers about how the software application will serve your business now and in the future without reinventing the wheel.
So, before partnering with any organization that claims to have the right application for you, make sure THE BASICS are covered; and if you have doubts call my direct line. 503-968-4721
"Facebook? MySpace? Twitter? Aren't these just teenage fads?"
To some degree, you are right. But it is MUCH more than that. They are examples of titles you may have heard before: Social Media and Social Networking. Are they valuable to you? Without a doubt. Let's review what these terms mean, how they have worked in the past and what you can do to take advantage of them.
SOCIAL MEDIA
In its essence, social media allows us to easily exchange information in many different formats without time or distance being a factor. One example of this is the Community Portal. Us GTS folk can create information and share it with you in an instant, no matter where you are. You, in turn, can create information and share it with us. It may be in the form of a discussion (forum), a blog post, a video or more.
SOCIAL NETWORKING
Social networking allows you to keep in touch with people you would normally lose track of. Because of that, you can keep in touch with many more people. In the past, to keep in touch with someone you would have to keep a rolodex, or use Outlook to manage contacts. But what if one of those contacts changed their email or phone. You might not ever know. Using social networking they change the information and you are always updated. You may use LinkedIn and get connected with many professionals you would not normally be able to keep in contact with. Sometimes you only want a casual connection and don't always want to send a Christmas card. This allows for those casual connections. It also helps you find people with the expertise you might be looking for - like our "People" section of the Community Portal. (In fact, if you are so inclined, sign up for LinkedIn and join the AUTO GLASS networking group and get connected with others in the industry.)
THE GOOD, THE BAD AND THE UGLY
Sure, social media and networking can be abused (and my opinion is that often it is). But within the tools out there are silver linings that can turn golden. Here are a couple examples of how social media has helped two companies.
COMCAST
A technician came to a customer's home to do some repair. Instead, the person ended up sleeping on the couch for over an hour while on hold with Comcast. The home owners took a video, quickly edited it and posted it to the Internet:
Thousands of people saw it. They passed it on to friends. Others (who had similar experiences) posted their videos. Soon, ComcastMustDie.com was born. Anyone who had a bad experience with Comcast could post their experience. It was a PR nightmare for Comcast. Then one Comcast person decided to use the very thing that created the mess to their advantage. They joined ComcastMustDie.com and started resolving customers' concerns. Another employee created @ComcastCares on Twitter and started servicing customers there as well. Instead of making the customer come to Comcast to voice concerns, the employees went to the customers.
As a result, Comcast's service has greatly improved and they turned a disaster into a an opportunity to deliver better customer service.
BLENDTEC
How do you make a food blender popular and stand out from all the others? That was the question the president of Blendtec was trying to answer. Think of it - nothing could be more generic than a food blender. But how to do you make the world take notice of YOUR blender? The answer was to do what blenders do best. Blend. Blend without reservation. Blend iPhones, garden hoses, Transformer toys, oh, and food (even if it is still in a can). Then video the blending and create WillitBlend.com and make it easy for people to share it with others.
The result? Thousands of people viewed it and passed it on to thousands more. The blender was featured on the Discovery Channel. The president of Blendtec is now on a speaking tour. There is a rumored 500% increase in sales.
Don't think that people have been talking about your business? Think again. Do some research. I would not be surprised if people are already talking about you.
THE BOTTOM LINE
You can ignore the conversations and pretend they are not happening or you can go to your customers. You can use social media to increase your business, or you can let your competitor do it. It is up to you. But to ignore it is pure craziness.
If you need help, let us know. But don't ignore this so-called teenage fad. Sure, there are faddish elements, but there are other elements you and your business can really take benefit from.
UPDATE: POST SCRIPT
I mentioned Facebook, MySpace and Twitter. Let me explain each very quickly in reverse order...
TWITTER - Say what you want to say, but you are limited to 140 characters. When you "tweet" (create a message on Twitter) everyone can see it. It is referred to as a micro-blogging platform. This basically means that you can post information out to the world and anyone can answer. Not that everyone's posts come to you. When you sign up you can follow certain people or companies and receive only their updates. For example, follow GTS.
MYSPACE - This was the first site that made it easy for anyone to customize their site and add anything they want to - videos, music, flash animation - anything. It also allowed you to connect to others very easily be 'friending' them. Teenagers are the largest group of users. This was the first attempt at any service like this. Since many people are on it, it is still a good place to sign up with to advertise your business. Since its creation this type of service has grown up and the most popular current one is...
FACEBOOK - Originally started for college students to stay connected with each other, this is often referred to as a 'grown up MySpace'. It is not nearly as busy and, in the end will allow users to keep in contact with each other. Where as LinkedIn is more for keeping in contact with other professionals, Facebook traditionally is more for keeping in contact with friends on a social level, although it is heavily used on a professional level as well. Join the AUTO GLASS group on Facebook. (I know not everyone is auto glass focused - more groups coming...)
We have now officially launched Not authorized to view the specified community 2123! We are excited about this one because it gives you, our customers, the ability to let your ideas be heard. We want to know how we can make GlasPacLX better for you.
LXStorm allows you to submit ideas / enhancements to GTS. We welcome feedback and ideas from you, the people who use it every day.
This also gives another level of customer service that you did not have before. Now you are given a place where not only can you submit an idea, but if you like an idea someone else submitted, you can comment and thus cast your 'vote' on it. As this gets used more and more it will allow us to have a fresh perspective into what you need.
Each idea will, in the least, be responded to by someone from the GTS Support department. In addition, we welcome anyone to post on any other ideas. Would you like to see an existing idea, but modified a little? Add a response.
So, let your voice be heard! Submit your ideas and suggestions today!
Forums? Discussions? What is the difference and why would I ever use them?
Answer #1: There isn't a difference. They are the same.
Answer #2: Oh my goodness. If you are not using them you really are missing out on a TON of information.
As a personal example, my clothes washer started to leak - no wait - it started to gush out water. I did a Google search and it took me to a forum which walked me through diagnosing the problem. Bam. Found the source of the fountain in one minute.
Then I went back to ask my next question, "How do I fix it?" Other people had the same question. Fortunately for me many other people have answered that question. Each answer had a little different slant (which is a good thing - I'll show you later). Again, the forum gave me step by step instructions on how to take out the defective part and replace it. I took it out (with ease) and my wife picked up the new part the next day. Now, to get it in... Again, with the simple instructions it didn't take me long. But there was one step that said, "To do this next part, you will need two people." Well, guess what? I figured out how to do it by myself. After I was all done I went back in and told everyone else how to do it without the second person. My wife thought I was a genius and for a small investment I saved TON of money on a Maytag Repair Man.
I didn't have to wait until the morning to get on the phone and call someone. I didn't have to take a training class in washer repair and learn a whole bunch of information when all I wanted was something very specific. I didn't have to lose sleep over it at all. Ahhhhh. Peace of mind.
I also run other social networks for other organizations. On a conference call last night I was asked, "What are the benefits of using discussions instead of the phone or email?"
Your Own Time: You don't have to wait on the phone with "Maytag Support." When YOU have the time, you create a new Discussion, ask your question and walk away. When someone answers (and they will) you will be notified, or use Not authorized to view the specified document 2612.
Many Different Perspectives: When you ask the question, it doesn't go to just one person. It goes to potentially thousands of people (and in the case of the Community Portal, it goes to over 1000 members including our Support department). Anyone can answer it. And the beauty of this is that everyone has a different perspective. Sure, there may be one basic answer to a question, but we all have our own view. My view of it may not match yours - it may be just a bit off. But someone else may share your view and give you the exact answer you are looking for. Also, if the answer can be debated, you get a wealth of knowledge in the exchange of ideas.
Searchable: Email and phone conversations are for that one time. After that you delete the email or hang up the phone. With Discussions the questions and answers will always be there, waiting for you. Do a quick search, use TAGS(like topics) or browse by 'Community'. There are a number of ways to find the information. But it will always be there for you.
1:Many: You get to benefit from others' curiosity! They ask the question (the '1') and anyone (the 'many') can see the answer. It is not so with phone and email.
Try it!
Do you want to know how a piece of the software works? Ask a question in the GlasPacLX community. Want to see what others are doing for a particular part of their business? Ask your question in the Industry community. The more that ask, the more that answer, the more information you have at your fingertips. (You must be logged in to ask a question, but not to view any of the Discussions.)
Thanks to everyone who came and joined us. From the evaluations of the courses we can tell the attendees learned a ton. In fact, I had a number of people who told me that their brains were full. That is our goal - stuff your brain.
There are a few things I wanted to point out post-conference:
1) All attendees were given a USB thumb drive with the materials on it. In addition, all the materials can be found on the Community Portal under the Client Conference community. This is available to ALL CUSTOMERS, whether or not you attended the conference.
3) Congratulations Jill Foxworth! She was the lucky winner of the new Dell laptop. She and many others worked hard to put together answers to a TON of questions from the conference. They then created their own document in the Client Conference community and typed out their answers. Thanks to all those who participated!
Are you not able to make this year's Client Conference? That's too bad because we are going to have a great time. But, hey - maybe next year!
We don't want you to miss out on ALL the fun, so we have done or will be doing a number of things to help you feel a part of the festivities:
I will be blogging each day's activities that week. From setup to sessions, from Vegas life to being totally wiped out at the end. Be sure to check back to find little bits of information and any announcements we may just have (teaser...).
A community for the Client Conference was created to house all the information: course materials and handouts, schedules, discussions, etc. Feel free to browse around and grab any of the information out there. Sure, it is not as good as actually being there, but at least you will be able to share in some of the learning and information.
Notes from the roundtable sessions will be taken and posted. There will be some great information there!
During our stay we will be taking pictures and posting them up on Flickr, a photo sharing site. In this community you will be able to see them all and hopefully attend vicariously with us.
Of course, some of the most valuable information comes from the discussions you would have with other attendees. And we don't want the end of the conference to end the conversation. We want to carry those discussions past the conference. Feel free to join any of the discussions we have in the Client Conference community - network with others who were able to attend.
So be sure to join us (online) for a great conference. We will miss seeing your face, but hopefully won't miss your participation!
