Five Ways to Leverage the Real-Time Web for Monumental Competitive Advantage

Blog Post created by adam.mertz on Apr 13, 2010

The real-time web - no matter how scary it might seem - represents the single biggest opportunity EVER that companies have had to create monumental competitive advantage.  Yet, a huge majority have completely wasted the opportunity up to this point.  And the few companies who have dabbled in it seem content to let it be a tool for a handful of people that they consider their 'brand police'.  Of course, it's not entirely their fault because virtually every social media tool on the market - until now - focuses their solutions on this important yet extremely niche use case.  Their prices look great if just a couple people are using it.  But they don't scale - the price skyrockets with more than a few users and searches and technology-wise it often takes hours just to learn how to use these highly specialized monitoring consoles.


Jive takes a different approach.  We've tightly integrated social media monitoring software with our leading collaboration and community solutions, with one of our key goals being to help every individual at our clients leverage, collaborate, and engage across the real-time web.


I'll offer 5 real-world examples of how you can think big about social media monitoring and beyond just reactive reputation management (and you can join us for a live webcast on May 5th to hear more).


1.  R&D - Crowd Sourcing in Real Time

Companies have been using Jive for years to help improve innovation both from within the company as well as crowd-sourcing.  Recently Jive significantly added to our innovation capabilities with the release of our Ideation Module.  But in addition, I've been working with some of the largest brands in the world (sorry, not allowed to say their names yet) where crowd-sourcing ideas has come to mean much more than enabling customers to create and vote on ideas.  Being able to monitor the real-time web in conjunction with the Ideation Module seems to be a natural and perfect crowd-sourcing combination.


2.  Service - Because people no longer just call or visit your website for help

Customer service changed dramatically when companies starting enabling service-oriented communities on their website.  With communities customers answer other customers questions and real-time knowledge bases are developed.  This lead to better service and lower costs.  However, now a customer is just as likely to post his or her question, issue, or concern on Twitter or a 3rd party community like a Facebook group.  Service organizations need to be present and ensure there is a coordination of engagement efforts.  With Jive, companies can achieve just that.  In addition, Jive makes it possible to pull in these conversations and ensure that the in-house service team and knowledgebase continues to improve.


3.  Sales - Finding opportunities

Many companies, particularly B2B, have a telequalifier role.  That role is meant to search under every nook and cranny to find qualified prospects.  I'm seeing this role changing in the not-too-distant future.  Part of the Sales team's arsenal will include tools like Jive where sales reps create automated agents that scan the web for pertinent questions and highlight them in a personalized dashboard.  With Jive, you can add this weapon to your sales arsenal right now.


4.  Marketing - Proactive campaign management

This is about putting Jive's social media monitoring tools in the hands of Brand, Channel, and Market Managers to be proactive in their outreach efforts.  Prior to campaigns they can start tracking the buzz about their company, brand, or product to get a baseline and to better understand who the key influencers are.  During the campaign they can track engagement across the social web, with the entire team easily being able to share articles/tweets/Facebook Fan or Group page messages/etc within a virtual war room collaborate around any necessary adjustments or responses with all dialogue being captured and searchable on demand in the future by all.  And after the campaign, Jive enables the Brand Manager to easily pull together a buzz report with specific examples of conversations, tweets, and posts with just a few clicks.  All of this occurs in Jive's leading collaboration platform.


5.  HR - you're brand managers too!

People aren't just talking about your products on the web, they're looking for jobs and talking about their work experiences at your company.  If you don't think so, check out JobVent, a site exclusively for talking about and rating work environments.  HR and Recruiters need to be just as aware of pertinent conversations as Marketing in this new world order.  With Jive, you can monitor, engage when appropriate, and leverage the social web to find the best people for your organization.


The above examples illustrate the importance of thinking big when it comes to social media along with the importance of tying social media monitoring with real-time and easy collaboration amongst your entire company.  The companies who start now and think big will be the ones with sustainable advantage in the future and will improve their odds of long term profitability. To learn more about how Jive is helping companies leverage these strategies, join us for a live webcast and see Jive Market Engagement in action.


(You may also be interested in fellow Jiver Ari Newman's companion blog post outlining 5 things to consider when evaluating social media monitoring platforms.)