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11/8/2012
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The BrainYard's 7 Social Business Leaders Of 2012

The editors of The BrainYard picked companies large and small that are exploring the potential of a unified social business strategy.
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Men's online fashion retailer Bonobos found that using Twitter and Facebook has led to interaction with customers with whom they have never had an email exchange or call. Once they engage on social media, however, they'll not only interact but also bring friends into product discussions.

"Turns out there are a lot of people for whom the bar to engagement is pretty low for social media," sais John Rote, VP of Bonobos customer service. "They're really happy to become excited brand advocates. You just have to meet them on their own terms -- which, for a lot of people, are Twitter and Facebook." People who interact with customer service using Facebook and Twitter also are more open to social promotions and marketing, Bonobos finds. "The more engagement we had from a service point of view, the more participation we had from a promotions and marketing point of view, and it was just this reinforcing kind of cycle where we have people come in and do referrals over social media," Rote said.

Bonobos uses online software from Desk.com (owned by Salesforce.com) to route service inquiries and customer cases to make sure they get addressed by the right people at the company, said Rote. Bonobos also created a Twitter handle for service inquiries: @bonobosninjas.

RECOMMENDED READING:

7 Lessons From Social Business Leaders

Red Robin CIO Named Social Business Technology Leader

Social Business Leader Cemex Keeps Ideas Flowing

Ford Seeks Social Business Strategy

Unisys Lets Employees Drive Face Of Social Business

TD Bank's Social Strategy: Start Small, Think Big

Social Service Is In Fashion at Bonobos

Why CIOs Must Be More Social

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Leo Regulus
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Leo Regulus,
User Rank: Apprentice
11/12/2012 | 6:35:25 PM
re: The BrainYard's 7 Social Business Leaders Of 2012
Sorry, can't do Slide Shows. Please re-evaluate you editorial policy (s).
Leo Regulus
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Leo Regulus,
User Rank: Apprentice
11/23/2012 | 5:29:12 PM
re: The BrainYard's 7 Social Business Leaders Of 2012
Unfortunate choice of article format. I can't read it. That also means that I do not see your ads and sponsor's messages. You decision.
BrunoGebarski
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BrunoGebarski,
User Rank: Apprentice
11/25/2012 | 9:03:40 PM
re: The BrainYard's 7 Social Business Leaders Of 2012
Dear Brainyard
I would love to join the 2 comments down below This sort of formatting is very much encouraging to "leave your website" and go to some of your competitors for ease of read. Would you please reconsider this practice which is for the reader: cumbersome, awkward and boarder line annoying! Kind Regards from Hamburg, Germany
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