How BMW Would Have Benefited from Social Selling

See on Scoop.itSocial Selling for B2B

At BMW, Social Selling would have helped retain a loyal customer base.  On April 18th 2011, BMW CEO Jim O’Donnell told a group of reporters: “Electric Vehicles won’t work for most people.  For at least 90% and maybe more of the population, an electric vehicle won’t work (at the current battery range).”  This set off a firestorm in the electric car community.  Within hours the Detroit Free Press had picked up the story and posted it online.  Electric car blogs, like, took off with the story. 

BMW Corporate Communications found out about the story on April 21st.

Mike Ellsworth‘s insight:

Great article. It acknowledges how the entire organization must change in order to full embrace social selling: "The problem is the rest of the company doesn’t get it.  Finance has told you there’s no budget.  Corporate Communications sees inherent risk in mobilizing a social sales force.  Marketing worries about the brand’s consistency.  You need to know how Social Selling effects each division.  You can then show how Social Selling adds value around the organization."


Via @GregAlexander

See on


About NextPhase Selling

Social Media Performance Group is a premier enterprise social media consulting company that offers a unique approach to integrating social media into the enterprise — forget about the tools, it's all about the strategy! Rather than focusing on the tactics (do this or that on LinkedIn, Twitter, YouTube), first we work with you and your senior leadership to comprehend your corporate strategy. Once we understand your strategic objectives and goals, we show you how a comprehensive social media strategy can integrate with and support your corporate strategy. We take an enterprise-wide view based on our unique Enterprise Social Media Framework, which maps social media to all appropriate touchpoints in your enterprise. We go beyond the obvious quick hits — sales and marketing — and help you achieve social-media-driven results in areas such as product development, customer service, and employee engagement and retention. As a result, social media is not just bolted on; it is integrated with, and provides support for, your company's existing strategy and operations, yielding unprecedented results.
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