Jul

Lessons for Businesses from Brazil’s World Cup Disaster

1. Mental, or psychological, state of your team is important: you can put so much pressure on people before they crack. Brazil players didn’t become unqualified professionals overnight. They failed because they were overwhelmed by their country’s expectations, distorted sense of history, and the right to win considered divine. They were too emotionally charged, not in the proper state of mind to compete. So better keep calm, relaxed atmosphere in your team even before launch, or important deadline.

2. Manage customer expectations. Brazil were ramping them up unreasonably. Aggressive messages like the 6th[title] is coming, statements by their coach about two more steps to heaven massively backfired by creating an unhealthy emotional frenzy in the society, which in return influenced the players (see 1.)

3. Logic, organization is the key to successful execution. Germany are not a great team. But they are very well organized. They had a detailed game-plan where every team member knew his task and several different scenarios where prepared. They were able to adjust when the situation on the field changed to squeeze maximum advantage. Sounds simple? That’s because it is. 

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Social Strategy for B2B Companies

                                                 

I am regularly approached by businesses that sell to other businesses to help them market and promote their brand on social networks.

And so I noticed that some of them have a vague idea of how social media works and the sustainability it offers. They often see social marketing as yet another way to advertise and sell their products, in the same manner they are accustomed to do on traditional marketing mediums. Not surprisingly it usually results in frustration.

While I saw companies successfully sell on social, they are typically limited to mass consumer oriented B2C verticals, such as fashion and apparel, travel and hospitality. There is a segment of online shoppers, sometimes called ‘impulse shoppers’, that makes purchases straight off the Twitter timeline, yet the majority of us go to social networks for different reasons. Certainly no one is buying an insurance policy, or a house, or a CRM solution there.

The success of social media and its importance for business is in its unique ability to build trust.

For B2B, as well as for the majority of consumer-oriented businesses, this is where the real value of social marketing lies. A more detailed discussion here

And so that means approaching social media strategically.  First know precisely why you want to engage, understand clearly how it will help you grow the business. Then, if you are convinced of social media’s importance for the success of your business, start taking practical steps.  Obviously very company is different, but here are some observations that are pretty generic:

- Plan long-term. Don’t expect results after one month. Not even after two months.

- Do not do social media just because ‘everybody’ is doing it.  When people have strategy their choice is between social tools X or Y or Z. It typically comes early in the conversation. And when people say ‘I’ll try it for a month and see if it brings results’ or ‘I want to see how my friend/my competitor is making out before deciding’ it usually indicates a lack of strategy, because it implies a choice between tool X and doing nothing. In that case, better do nothing.  

- Social media does not substitute sales. It is however one of the most efficient ways to grow sales Here is a good explaination

Social media’s importance for B2B business is increasing. More and more owners and executives are inquiring how they can succeed in the new environment. As usual, the earlier you start the better are the chances.

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The Advantage of Social Engagement for Business, in Simple Words

                                                   

Much is being said about social networks and their importance for businesses. The amount of analysis, explanations, and advice keeps on growing, while the matter is being investigated from every possible angle, real and imaginary.  

As for me, the need for businesses to market and sell on social can be explained by a simple argument.

Here it is.

The principle advantage of social networks for a business over other mediums is in the social networks’ potential to build trust. Traditional marketing mediums, such as TV, newspapers, internet, radio, etc. are not designed to build trust. They are information channels, or scaling vehicles, or sales means, but their primary goal is not to build trust. Social networks, on the other hand, are exactly this - a trust building tools.

And herein lies their biggest advantage in today’s market. The endless variety of options consumers have and the ever growing dissatisfaction with traditional aggressive marketing methods, such as commercials or banners, means that creating trust between businesses and their audiences is now the most efficient way to attract customers. The way that guarantees long-term sustainability and growth.

This is, simply put, the reason for businesses to embrace the social.

 

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