Social business software (SBS) cuts through the complexity of marketing campaigns by bringing together multiple work streams in an observable way.
This facilitates more efficient collaboration and improves campaign outcomes, according to WyseTalk. Traditional collaboration methods - e-mail, Web conferencing and endless meetings - have bedevilled the outcome of campaigns, with their technological shortcomings rendering them ineffectual islands in the stream of campaigns, says the provider of a social enterprise platform.
"Social business software, on the other hand, reaches across organisational, functional and programme divides to bring together multiple work streams - some extra-organisational - on a common Web-hosted platform, making it easy to track campaign processes and delivery in distributed work scenarios," says Gys Kappers, WyseTalk CEO.
According to Kappers, this allows agencies to get input from clients sooner, avoiding costly resource investment. It is also possible for clients to get closer to the creative output and to effectively manage the input of all their agencies, notes Kappers.
Social platforms use social media techniques that flatten typical enterprise hierarchies and promote participation, speeding up project initiation and on-boarding, ideation and collaboration, he says. Once a community has been created, members can join groups and participate using tools like document sharing and multimedia, which promotes collaboration and brainstorming in real time.
"In addition, SBS provides an effective communication platform, in which members gain kudos for contributing to the health of projects with timely, relevant information. So, for instance, an agency can pick up a potentially damaging media report that enables the company and all its marketing to collaborate and respond in a coherent, professional and considerate way."
Kappers uses an incident that occurred on local online classified ads site, Gumtree, which recently featured an ad for a baby. On being alerted to this, a sales rep posted it on the company's SBS platform. Three members in different cities were up to speed in no time, deliberating on a way to manage the crisis, he says.
Kappers concludes that companies seeking this same responsiveness would be foolish not to embrace the collaboration and communication tools that encompass social business software.
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