Tag: Spredfast

A Community Of Practice: Growth at Light Speed

A Community Of Practice: Growth at Light Speed

My name is Virginia Miracle and I am a Customer Success practitioner (hi, Virginia). This is not what it says in my bio, but I think it just might be the truth.

Last week was a long, revelatory, and inspiring. I spent time in beautiful surroundings and part of two different Communities of Practice – the first was the Gainsight Chief Customer Officer Summit (hosted at the secretive Skywalker Ranch, hence Yoda) and the second was serving as a speaker at a customer’s internal social media summit. Despite the awesome work that Gainsight does on forwarding customer success as a practice, I am not sure that I would have self-identified on a reptilian level as part of the “Customer Success Community” prior to last week. I’ve spent basically all of my career as a marketer, I serve marketers and heck it wasn’t that long ago that I was honored to be part of TopRank Marketing’s 25 Women Who Rocked Digital Marketing in 2017. Walks like a duck…But then there’s this whole Customer Success gig I seem to have. The 6+ years of on the job lessons from building Spredfast’s Customer Success methodology and team appear to have armed me with both much to give and to learn. I found it very inspiring to engaging in debate and sharing with fellow CS leaders who served customers as diverse as procurement and pastors.

The second part of the week was at a customer’s internal social media event which brought together geographically disparate social teams for 2 days of training and best practice sharing. The way the logistics worked, I was able to attend all day and visibly see the crackle between the attendees in the same way I had felt that myself at Gainsight event. They all walked away feeling closer to colleagues and committed to sharing more on their best practices calls.

3 takeaways from a remarkable week in these 2 special communities:

Prescriptive Practice is not the enemy of Artistry – Embracing playbooks, automation, and other technology tools to deal with the repetitive or high frequency motions frees up your limited human resources to do the things that defy playbooks and repetitive motions. This is true for everything from social care inquiries to troubleshooting docs to thanking promoters. Being prescriptive creates room for grace and learning.

We Can Learn Faster Together – No one and I mean no one at the CCO summit had everything figured out. Given how quickly the space moves, that would be nearly impossible. But I have no doubt that the number of ideas, frameworks and new practitioner colleagues I walked away with will help me optimize solutions far faster than if I was in this alone. The same goes for the large customer team I was with at the end of the week. The comfort of all being in this together, still learning, and that being OK is powerful stuff.

Connecting in Real Life Sparks Meaningful Digital Sharing – Connections that were made in both of these forums that will no doubt be taken forward with gusto and bear meaningful acceleration.  And what better time to remember than 4 days before SX kicks off! Building and maintaining meaningful connections to our loose tie Frolleagues (<- see what I did there) is an investment in the braintrust that can grow our smarts ahead of the pace of market change. And is well worth the investment of the upcoming weekend…




SMMS to Address Scale in 2012

SMMS to Address Scale in 2012

Crossposted from my new blogging home at Spredfast.  I am thrilled to be there.  More about my new job can be found here.

I am kicking off my second week of growing Spredfast’s professional services offerings to drive customer success and reduce time to value.  It is a perfect fit for me – I’ve spent the last 10 years in roles on both the brand (Dell) and the consulting (Ogilvy) side helping organizations adopt Word of Mouth Marketing and, later, social in a way that makes sense strategically and can be executed well tactically.   Early in the journey, my time was spent was spent convincing organizations that they needed to start listening and get involved.  Later on, the bulk of my work progressed to actually putting together well-organized corporate presences and campaigns while, in many cases, cleaning up some social media driftwood cluttering the ecosystem.  In the last year, however, we have seen complexity explode.  Now instead of simply trying to stem social voice proliferation, we see strategies where the whole company can truly benefit from more and more parts of the organization being heard.  But how can you manage a proliferation of voices – Continents, Countries, Brands, Products, Regions, States, Reps – and NOT confuse the customers who want to find us in their social spaces?

That’s why I’m here.  2012 is the year to tackle this complexity at scale and Social Media Management Systems (great Altimeter review on the space here) will play a critical role for those organizations serious about being able to get a handle on their social footprint – from governance to real time, rolled up analytics – and be able to prove that they are making progress against social business goals.  Getting to that point, however, takes more than great technology configured correctly.  It takes clear articulation of goals, KPIs and strategy.  It takes savvy understanding of organizational dynamics.  And perhaps most challenging – it requires behavior change.   That’s when the fun begins.

As our journey progresses and my knowledge grows about traits of those brands successfully scaling the social business hill, I’ll update this space with some of the broadly applicable lessons.  I hope you’ll join in – “network learning” will get us all further faster.