社交商务新规则

    社交销售正在发生。而且很快就会变得更加复杂而普遍。例如澳大利亚联邦银行（Commonwealth Bank of Australia）最近宣布，计划通过Facebook提供银行服务。在社交空间实现公共事务服务也已经为时不远了。

    社交消费者仍然有待发掘，但时间不等人。很多领先公司都已经开始“掌握”比赛规则，领跑者扩大了在社交平台和社交设计机制上的投资，试图在所有交流渠道管理消费者互动。

    公司最高管理层目前可以采取的行动是：

    1． 引入清晰完整的社交立场，确定社交举措的优先级别。

    2． 创建“消费者互动”数据库，记录消费者与公司之间的互动情况。

    3． 对公司进行调查，掌握社交媒体的使用状况，并与最佳实践对比。

    4． 确定、评估社交空间的工具和参与者。

    5． 研究早期社交媒体使用者的最佳实践。

    6． 准备好“社交倾听”。找出消费者过去关于公司的对话（及场所）。介入对话（但要杜绝推销！）。

    7． 通过新型社交渠道和现存数码及实体商务渠道的联动，为消费者创造更好的体验。

    8． 在消费者中识别、培养、支持鼓吹者。

    9． 确定用于跟踪社交商务成功程度的指标。

    10． 拉近营销和技术部门的联系。

    加维•迈克尔是埃森哲的首席技术创新官员。他的Twitter账号是@gavinmichael

    Social sales are happening already. And they'll soon become much more sophisticated – and far-reaching. Commonwealth Bank of Australia, for example, recently announced its plans to enable banking services through Facebook. And public service delivery in the social space cannot be far behind.

    Social consumers are still up for grabs, but not for long. Many leading businesses are starting to "get" the rules of the game -- with the frontrunners increasing their investments in social platforms and social design mechanics so they can manage consumer interactions across all communication channels.

    What the C-suite can do now:

    1. Introduce a clear top-down stance that defines the priority of social initiatives.

    2. Launch a "consumer interaction" inventory to capture how consumers interact with your organization.

    3. Survey your company to understand how it uses social and compare this with best practices.

    4. Identify and assess tools and players in the social space.

    5. Study the best practices of social's early adopters.

    6. Prepare for "social listening." Figure out what conversations your consumers are already having about your company (and where). Start participating in those conversations (no selling allowed!).

    7. Create better experiences for consumers by utilizing new social channels in combination with existing digital and physical commerce channels.

    8. Identify, foster, and support advocates among your consumers.

    9. Identify meaningful metrics for tracking social's success.

    10. Enable closer relationships between Marketing and Technology functions.

     Gavin Michael is Chief Technology Innovation Officer at Accenture. Follow Gavin on Twitter @gavinmichael.