Posts Tagged ‘Business’

Conflict could be caused by conflicting values, perceptions and motivations of team members. Conflict management is necessary to ensure that team conflict does not hinder productivity and the achievement of organisational goals. It is important to make sure that conflict results in a positive and constructive outcome and not a destructive one. A constructive outcome is where problems get resolved, there is a positive behavioural change and the team works better together. A destructive one is where problems are not resolved and the morale of team members is negatively affected.

Team conflict resolution

The following are ways to enhance effective conflict resolution:

  • Asking questions and listening to understand the problem and each person’s perspective on the matter
  • Considering each person’s needs, aiming to promote fairness and well-being
  • Genuinely showing a willingness to resolve the conflict, repair the relationship and foster unity
  • Looking for a common ground and identifying common interests
  • Being proactive in problem-solving, exploring ideas and asking for needed advice
  • Arriving at a solution that is fair, choosing the best option after considering likely solutions

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stattMeetingInter-departmental collaboration is important in every organisation and is essential for an effective Social CRM system. For example, the Marketing and Communications department need to liaise with the Customer Service department regarding customer interactions and any complaints while it is the Sales department that provides up to date information on products, pricing and the sales and purchase cycle. Therefore, Social CRM works better when carried out cross-functionally and this relies on good working relationships to be effective.

Good working relationships
Good working relationships can be built by promoting a climate and culture of mutual respect, trust, loyalty, co-operation and the achievement of common organisational goals.

It can be enhanced by:

  • Providing clear direction and clear vision
  • Communicating team values and goals to all members
  • Establishing ground rules for what is acceptable and what is not
  • Establishing a method of listening, encouraging feedback
  • Considering each person’s ideas as valuable
  • Respecting individual feelings
  • Promoting unity among members
  • Promoting clear communication
  • Encouraging information and knowledge sharing
  • Evaluating individual and team performance, providing feedback

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We all know the power that mass-media can wield in shaping public opinion and how it is sometimes used negatively to manipulate and distort facts. This is also true of social media. In this video, veteran investigative journalist Sharyl Attkisson shows how fake grassroots movements funded by political, corporate, or other special interests manipulate and distort media messages.

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Proxama was at TFM&A 2015 to showcase Mobile Proximity Marketing

Proxama was at TFM&A 2015 to showcase Mobile Proximity Marketing

Mobile Proximity Marketing, as redefined by Proxama, delivers targeted campaigns matched to the context, location, behaviour and profile of the customer, increasing dynamic connections with consumers and ultimately, loyalty and sales.

Proxama was at TFM&A 2015 with their latest project to showcase how these new technologies work and how they can be maximised to increase consumer engagement and measurable returns. With the help of Loka, Proxama’s new app, Beacon notifications deliver special offers and information to consumers’ smartphones when they are nearby, perhaps while they are shopping on the high street.

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Coca-Cola softdrinks
There are 6 billion sim cards in use worldwide and mobile devices represent 10% of total internet traffic and this is still growing. Coca-Cola is set to capitalise on this growth and use mobile rich media to create experiences and interactions between consumers and the Coca-Cola brand. This should help the company towards achieving its 2020 vision plan.

The Coca-Cola mobile ad that lets you buy the world a coke from your mobile phone is a great example of this kind of mobile rich media.

You even get to add a personalised message as you send the coke to an unsuspecting person across the world. There are specially created vending machines globally for you to choose from and you see a customised video of your coke as it travels across continents. The recipient of the free coke gets to record a personalised message that is sent back to you.

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Organisations are now becoming more customer-centric as they seek to utilise cost-effective social media technology to achieve greater competitiveness. As competition increases, these organisations will need to differentiate themselves further by not only being customer oriented but also by becoming socially responsible.

Corporate Social Responsibility (CSR) is about managing the triple bottom line of the company in a socially responsible way. The triple bottom line refers to people, planet and profit. It involves treating people ethically, whether they are customers, employees, suppliers or other stakeholders. It is concerned with the proper and ethical use of resources in ensuring that the environment is not jeopardised and it seeks to create shareholder value and profit by enhancing market share through gaining the respect of customers.

How social media impacts Corporate Social Responsibility

As a result of the increase in transparency and scrutiny, social media has had a huge impact on organisations who try to differentiate themselves as being ethical. We now have transparency not only in how companies do business, but also in how they act while doing business.

It is no longer just about products, services or pricing, but about corporate behaviour which includes how a company treats employees, suppliers, customers and how they relate with their communities.

Social media is an important tool for an organisation to use to manage its brand.  When you have the opportunity to communicate to a huge audience instantly and across channels, it means that there are lots of people scrutinising the company all the time. Social media is also a powerful tool for consumers to voice out against inappropriate corporate actions. An example of this is “Boycott BP”, a Facebook group formed to express opinion against the Gulf oil spill.

Managing your brand perception on social media channels also means a great opportunity to publicise all the relevant ways you are giving back into communities. This can influence your customer base and market share.

Colgate’s smile for change video on YouTube 

Colgate Australia used Social Media to drive their Corporate Social Responsibility when they included on their Facebook page a Welcome app, with a message indicating that $1 would be donated to a needy kid for every smiling kid’s photo that was uploaded.

Colgate Mother’s Day smile with Mary Mary

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According to Kevin Bishop, Vice President of IBM, authenticity and advocacy are the two most relevant marketing fundamentals in these days of social media and both are growing in importance. Kevin spoke at the annual Dinner and Lecture held by Cambridge Marketing College on 14 July 2011.

Kevin Bishop
Kevin Bishop, IBM Vice President

Kevin quotes ‘Character is like a tree and reputation like its shadow. The shadow is what we think of it; the tree is the real thing’. Social media means that corporate character is now more easily revealed as increased use of social media sites has empowered consumers to be better informed and more knowledgeable about their choices. When corporate character is found to be inconsistent with perceived reputation, consumers can now spread the word, good or bad, via these sites. Hence the rising importance of authenticity, where behaviour is in line with communicated promises and corporate values. Authenticity will help towards achieving advocacy which is the highest level of customer loyalty where the customer or stakeholder advocates, promotes and sells for you.

All these highlight the need to build from within, ensuring that corporate character lines up with desired image and reputation. Corporate behaviour is a huge aspect of this and can be influenced through internal marketing.

Customer relationship marketing is also necessary to bring about transition from customer to advocate.

Internal Marketing and Social Media Customer Relationship Marketing

Internal marketing is necessary to improve employee participation and performance. It is vital so that all internal stakeholders are equipped to support corporate strategy through behaviour, bringing about authenticity.

Social CRM can enhance rich exchanges with stakeholders and customers in a strategy of engagement and collaboration which not only enables understanding but also encourages involvement and commitment, thereby turning customers into advocates.

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