When I got a job at Leverage Software, an enterprise social networking software company, my mom’s response was “an enterprise social what?!” (See monkey.)
It’s definitely entertaining to hear her friends and my family re-explain and try to understand what we in this space do, but more importantly, it’s enlightening. Through these conversations, it becomes more evident how difficult a concept enterprise social networking can be, and through these conversations, I’m able to refine and massage the story.
It’s been nearly six months since I joined Leverage (wow! time flies.) and I think Mom is finally starting to get what exactly we (and I) do. I’m also pretty sure a lot of my friends back in Chicago aren’t entirely sure what we (and I) do either. This post goes out to you!
(To test this theory, I just shot Mom a note asking her to quickly explain what we do at Leverage… more on this at the end.)
I and many others working in this space realize how transformational our technologies are to business. But, do they? While we may all have solid messaging that defines our company and product, this messaging doesn’t always translate into a story — or conversation rather — that’s easy to digest and understand.
My conversations usually go something like this…
Friend of Mom: So Amber, what exactly do you do? Your Mom tried explaining it… it’s sort of like this Facebook, Twitter business thing, right?
Amber: Well… sort of. So basically, we create social networks, for enterprise companies, that help them connect their people, share knowledge, discover new information and do their jobs better.
Friend of Mom: Ohhh ok… (eyes look up as if thinking)
Amber: Does that make sense?
Friend of Mom: (Confused look) Umm, sort of… I get what you’re saying but I don’t get what you’re saying.
Amber: Ok. So think of Facebook…
Friend of Mom: I love Facebook!
Amber: (laughs) Right! So, the functionality and look and feel is similar. Like Facebook, the focus first is on connecting people to people. And then, once you make trusted connections, the focus then becomes connecting people to relevant content.
Friend of Mom: Content?
Amber: Umm.. content, meaning ideas and knowledge… everything you put out into the stream…
Friend of Mom: The stream?!
Amber: The stream… you know, like the Facebook news feed, the stream of “news” related to what your connections are doing and thinking.
Friend of Mom: Ohh, I get it.
Amber: Yeah, so with Facebook, you update your profile to convey what you’re doing and where you’re going. You also use it to connect and stay in touch with friends and family, and sometimes you share photos too. So Facebook becomes this quintessential place to connect with everyone you care about online.
Friend of Mom: Yep! Makes sense.
Amber: So think of how powerful Facebook is in your life. Before Facebook, there was only email, phone and regular mail. You had to look people up in the yellow pages to try to find them. Finding new music, places to travel, recipes and more was also far more difficult. So think of how helpful Facebook has been in helping you to find old high school friends, in allowing you to connect with your cousins who live in London, and even snoop on your kids to see what they’re up to…
Friend of Mom: (laughs)
Amber: Right. So now, think of Facebook but in a business setting. Instead of a focus on social, it’s on getting more done, faster and more easily than before, and perhaps faster and more easily than your competition.
Friend of Mom: Ooh, competitive advantage.
Amber: Exactly! So, you’re an enterprise company and you have office around the world with thousands of smart people. Each of your employees has unique knowledge, experience and resources yet this valuable information isn’t being shared very well.
Friend of Mom: Right…
Amber: For example… sending an email to try and find the right person who can help you do your job better is not immediate and can take a while. Also, with companies cutting staff and resources, there are even less people and resources to help people succeed.
Friend of Mom: Makes a lot of sense.
Amber: So, now thinking of a Facebook-like environment, what we do is connect employees with similar sharing and social networking tools. So rather than sending an email to get feedback quickly, people update their status with a question and this appears in the “company stream” or news feed.
Friend of Mom: Wouldn’t that get overwhelming if thousands of people are updating their status?
Amber: Good question. Our system is built so that you are exposed only to the information and people who are relevant to you. It’s match-making capabilities are kind of like match.com.
Friend of Mom: How do you know about match.com?!
Amber: (laughs) Just trying to help you understanding…
Friend of Mom: (smiles) I know. So what about team-based stuff?
Amber: So, teams and people with similar roles can set up groups and pages to collaborate on projects. There, they share files and ideas, have conversations in a threaded discussion format, set up online chats to brainstorm and more.
Friend of Mom: I get it!
Amber: Yay! So in short, we give employees ongoing, real-time access to a “stream” of company knowledge, resources and people who can help them do their job better. If you need to find someone in New York who’s an expert in say product development, you can do that. You can also find the handful of specific people who share common goals.
Friend of Mom: Neat!
Amber: Yeah… we like to think that we make smart companies even smarter. Or, we help “make everyone as good as your best.”
Friend of Mom: Is that Leverage’s tag line?!
Amber: (Smiling) Yes.
While this conversation isn’t word for word, I’ve had a lot of the “what do you do?” talks and it’s pretty close. From these, what I’ve realized is that as much as we in the social business space can each position ourselves as the “leader,” “the big guy,” “the only” or “best,” these terms mean absolutely nothing. It’s like bad advertising. Instead, having a one-on-one conversation with someone, learning their knowledge of the space and then tailoring your story accordingly is what works. In a space that is so drastically changing nearly every day, it’s hard to keep up, especially for our buyers.
So how did Mom respond to my question, “what do we do at Leverage?” Nearly 30-seconds later, she replied:
I think you develop social networks for companies so that their employees can better communicate with one another for thoughts, help and ideas.
Not bad, not bad at all!
If you liked this, check out Ben Parr’s, coverage of “What the f**k is social media?” on Mashable.
(image source)