Are You Socially Sound? | Bellwether Summer 2015 by Blytheco

Volume 6, Summer 2015

BELLWETHER ARE YOU

SOCIALLY SOUND? GIVING: Does It Set You Back or Propel You Forward? Are you a social media giver or a taker?

Give Them More Freedom

Maybe it’s time to re-think “employee retention”

Why B2B Companies Should “Like” Facebook And More:

Why You May Owe Tax on Charitable Donations 10 Ways to Win Big at Social Media Marketing Using Data Are You Socially Intelligent?

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BELLWETHER

24 16

GIVING: Does it Set you Back or Propel You Forward?

SECTIONS

Summer 2015

Leadership

Sales and Marketing

Corporate Finance

Cover Story

Industry News

Human Resources

Technology

10 Ways to Win Big at Social Media using Data

18 10

Letter from the Editor

Follow that Truck: Driving Customer

Why B2B Companies Should “Like” Facebook

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one who takes initiative or leadership

Engagement with Social Media Marketing Summer 2015 | Bellwether

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LETTERFROMTHEEDITOR BELLWETHER

Volume 6 Summer, 2015

BELLWETHER

www.blytheco.com www.bellwethermagazine.com EDITOR

Apryl Hanson COPY EDITOR

Denise Renee Phinn ART DIRECTORS

Greg Went Gary Dahl Jennifer Vo CONTRIBUTING DESIGNER

Samantha Goniea ADVERTISING SALES

Denise Renee Phinn SUBSCRIPTIONS

www.bellwethermagazine.com Or contact Denise Renee Phinn (949) 583-9500, Extension 2209 dphinn@blytheco.com Bellwether Magazine is published by Blytheco with principal offices at: 23161 Mill Creek Dr., Suite 200 Laguna Hills, CA 92653 If you wish to be removed from the mailing list or to add names to the mailing list, send your request, including name, business name, and mailing address to the above address or to dphinn@blytheco.com This is a copyrighted publication and all articles herein are covered by this copyright. Any use of the content for commercial reasons or other form or reproduction of material herein is strictly prohibited without prior, written approval of Bellwether Magazine.

Summer 2015 | Bellwether

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Give Them More Ed Kless

by Samantha Goniea

Ronald J. Baker

hy retaining knowledge workers doesn’t work. Revolutionary thoughts from the minds of Ed Kless & Ron Baker

Ed Kless & Ron Baker are not big on the phrase, “Employee Retention.” Kless & Baker’s “The Soul of Enterprise: Dialogues on Business in the Knowledge Economy” has left me with many compelling thoughts on the ever-changing workplace and how knowledge workers have become increasingly more valuable than skilled physical laborers to organizations. Baker stated that, “For the first time in history, employees are now more valuable to the organization than the organization is to the employee.” As the workplace evolves, many employees have begun to view each job as simply another rung of the career ladder. Job-hopping is becoming commonplace, costing companies excessive resources and leaving many employers asking themselves, “Where did we go wrong?” We now see more and more employers re-evaluating their leadership styles and workplace culture to try and combat this issue. We are constantly bombarded with articles such as “The Top 10 Revolutionary Workplaces,” “Coolest Places to Work,” and “Best Companies to Work for in 2015.” But, what are these companies really doing for their employees to earn those distinctions? Are these companies suddenly incentivizing employees with higher pay, shorter hours, more vacation time or better benefits? Shockingly enough, the answer is no. The key to making workers happy is less about the “material things” and more about how these workers feel they impact an organization. In my recent interview with Kless, he stated that, “A modern leader needs to embrace the knowledge workers, provide employees with purpose, make workers feel valued and focus on giving employees the freedom and the confidence to make choices based on their own intensity of preference.” There has always been immense value placed on the skills and trades of the American workforce. However, in recent

Bellwether | Summer 2015

years we see less value in the physical skills and more value in the knowledge that allows the individual to complete the task at hand. Value does not lie in the materials created, but rather in the knowledge that was used to create the materials. “Organizations need to embrace this fundamental shift and use it to their advantage,” says Kless. “We need to understand that, in many cases, knowledge workers are working on a voluntary basis and ‘that grey matter between their ears’ holds the means of production. Understanding that workers are free to come and go and understanding the value that they bring to the table will be the best way to make them stay.”

It is very easy for employees to leave and take that means of production with them when they go. – Ron Baker & Ed Kless

“We need to understand that a knowledge worker is choosing to spend their time with you. We need to appreciate that fact and reciprocate by giving workers more freedom,” Kless stated. “Rather than putting a fence around your employees; give them more freedom. Freedom, trust and accountability are key in the workplace. Adults are treated as such in their home lives and their relationships. We need to treat them with the same level of accountability in the workplace as well.”

LEADERSHIP There needs to be less emphasis on “retaining” employees and more emphasis on giving them freedom. – Ed Kless

When discussing leadership and the knowledge workers, my biggest take-away from my conversation with Kless was the fact that in order for organizations to be effective employers and leaders, they need to focus on fostering an environment that fully embraces the concept of the knowledge worker. Organizations need to understand that workers will come and go, taking with them the most valuable resources of all, their knowledge. However, understanding the value of these workers, in turn, helps businesses understand the importance of constantly sharing that knowledge within an organization. That alone can keep them ahead of the game. The days of solely relying on skills is a thing of the past. Modern companies need to rely on the thoughts, ideas and the uniqueness of individuals. “Keeping employees isn’t about being the highest paying company or any other variety of factors. It’s about allowing workers to have the freedom to enrich the organization with their knowledge and ideas.” —Ron Baker and Ed Kless About the Authors Ed Kless is the senior director of partner development and strategy at Sage. He develops curriculum for Sage business partners on the art and practice of small business consulting including the Sage Consulting Academy and Firm of the Future Symposium. He also facilitated the Sage Leadership Academy. Ed is also the co-host of the Voice America talk-show The Soul of Enterprise: Business in the Knowledge Economy with Ron Baker. Ed is a contributor to the Journal of Accountancy, Harvard Business Review and HR.com. Ronald J. Baker is the founder of VeraSage Institute, and a radio talk-show host on the VoiceAmerica show: The Soul of Enterprise: Business in the Knowledge Economy. He was recognized for his excellence as an instructor for the California CPA Education Foundation in 2003 and has authored 20 courses and six books since 1995. Ron is recognized as one of LinkedIn’s Most Influential Bloggers and has been consistently recognized in Accounting Today’s Top 100 Most Influential People for the last 11 years.

Summer 2015 | Bellwether

FOLLOW THAT TRUCK:

Driving Customer Engagement with Social Media Marketing

by Paul Ziliak

here are those who say that the only currency that matters in business today is speed. I think there’s a lot to that, but scarcity and location matter too. Social media—and the tools of social media—can be incredible catalysts, driving a high level of customer engagement by tapping into all three of those factors: speed, urgency and location.

Bellwether | Summer 2015

SALES&MARKETING Next Restaurant in Chicago makes novel use of technology tools combined with social media to keep people breaking down the doors to dine in their restaurant. Next has quite a unique concept in the first place: they reinvent the restaurant three or four times per year. Next totally overhauls the menu and theme to effectively create a new (Next) restaurant each time. Not only that, they created their own proprietary technology to sell tickets for their dining experience. That’s right, Next does not take reservations, they sell tickets – same as you would sell tickets for a ball game, a concert or a play. Can’t make it for dinner this Saturday at 8 pm because the babysitter cancelled? Tough tooties. Next was so successful with the ticket rollout that soon tix on the broker market were becoming crazy expensive. Next’s response to that? They began selling Season Tickets – that’s right – season tickets for a restaurant. Crazy? Now they sell their ticketing platform to other restaurants and it’s taking off.

photo by Joe Seer

As for social media, Next typically reserves two tables per night for their devoted followers. Each day around 11 am, they post: “2 ppl @$110 each, 6:30 pm” or “2 ppl @$150 each, 8 pm.” What’s the response? 35,000 Twitter followers and 75,000 Facebook fans hungrily anticipating a post each day for the chance snag a coveted seat. That’s an impressive display of urgency and speed, even with having a sold out season, while still managing to entice your audience to engage with you daily on social media. Other types of food companies make interesting use of social media too. Does your city have a Food Truck movement? Food trucks are mobile by nature, selling great quality food not from the restaurant, but from a moving vehicle. Maybe you’re a big fan of a particular food truck, let’s say Aztec Daves, Haute Sausage, Gino’s Steak, The Fat Shallot, or perhaps Milts BBQ. How would you know when and where they are

going to be? Your good friend Social Media! Twitter and Facebook light up often during late mornings with messages like “Tangy Pulled Pork – corner of Jackson and Adams – today at 11:40 am #WontLastLong.” This is a great example of urgency, speed AND location, and it works! It’s easy to see how social media platforms may provide great means to connect with a consumer audience, but for B2B businesses, the strategies can be a bit more nuanced. Social media sites can provide a great opportunity for B2B companies to provide education, create event awareness, and other sorts of activities that keep you in the public eye. Typically in B2B, you don’t see the same benefits on the speed / urgency / location spectrum, but investing in social media for B2B is still a great way to present your company as modern, likeable and helpful. B2Bs could choose to stay off of social media, but it might be the equivalent as saying you don’t even exist.

Next Restaurant 53 mins · Join us for Tapas, tonight, Thursday, June 18th: 9:00pm - 2ppl - $100 per person Beverage Pairing Options: Non-Alcoholic / Standard / Reserve Wine $45 $75 $110

Prices exclude service charges or tax. To purchase, please visit our ticketing site at next.tocktix.com or samenight@nextrestaurant.com with contact information, including number. Like · Comment · Share

Mobile and web technology can provide B2B businesses with a great means of staying connected with customers, prospects and even your internal team – without using social media at all. Mobile apps (and websites as portals) are increasingly being used to share documents, create alerts, send push notifications, etc., as a means to keep everyone up to the minute and informed. Ultimately the key for your social strategy is to have one in the first place. If you’d like to talk about how to get something started, at xkzero we’d love to hear from you.

About the Author Paul Ziliak and xkzero can be reached at info@xkzero.com or 847-416-2009

Summer 2015 | Bellwether

SALES&MARKETING

Are You SOCIALLY INTELLIGENT? by Tess Boros

ou see it every day. Scroll through your social media feeds, and you are bound to run into one or two (maybe even ten!) product promotions from a variety of brands you follow. You release of sigh of frustration at the constant sales pitches from companies you—at one time or another—were excited to follow. “How many different ways can they pitch the same product,” you ask yourself. Fed up with the constant advertisements (sometimes for products you already own!), you either continue scrolling through your feed without a second thought or you push the button we all have come to know and love in instances like this: unfollow.

Another relationship lost to the constant stream of product advertisements and sales gimmicks. Contrary to popular belief, companies are not losing customers because they promote their products on social media. In fact, many companies have gained a substantial number of customers through exclusive promotions on Facebook, Twitter and Google+. They are losing followers (and customers) because their communications lack value. The occasional product promotion or special offer is fine – even welcomed. However, when all of your posts consist of some kind of sales focus, your customers start to disengage with your brand. You have lost value in their eyes. When they followed you on Facebook or joined your circle on Google+, they wanted to learn what you have to say about their particular industry. They wanted to hear your voice, familiarize themselves with your brand, and acquire the knowledge you wished to share. What they didn’t want was another avenue for constant sales promotions. They’re already on your email list, thank you very much. When was the last time you engaged with your customers or prospects outside of a sales call? Do you even have a social strategy in place to connect with your customers outside of sales purposes, or is sales your only goal? While

Bellwether | Summer 2015

it may seem counterproductive, establishing a constant communication stream void of sales jargon and repetitive product pitches with your customers can actually boost your overall sales and improve your customers’ (and even your prospect’s) perception of your brand.

Screen to Screen: Practicing Intelligence in Your Social Media Interactions Staying in front of your customers in today’s fast-paced and highly connected world is essential. In a time where it’s just as easy to switch company loyalties as it is to check your email on your smartphone, you have to always be prepared to interact intelligently with your customers on their terms or risk losing them to one of your competitors. The keyword in this instance is “intelligently.” Mindless posts about your products and why your customers can’t live without them is not intelligent or effective. As we stated earlier, it will only result in many unfollows. Over the years, we’ve learned a lot about both the manufacturing and distribution industry and our customers. We’ve developed quality warehouse automation tools, discovered warehouse management best practices, and formulated solutions to the problems our customers face. We’ve utilized social media to pass on that knowledge to our customers and – as a result – have seen tremendous improvements in sales and customer engagement.

Smart companies leverage social media to connect with their customers outside of the sale. Here are a few tips to help you increase your value on social media: 1. Talk about what your customers want to talk about. Don’t just pitch products – find out what your followers want to hear from you and deliver. 2. Share industry best practices. 3. Ask about problems or challenges they are currently experiencing and offer solutions (not always product oriented). 4. Pass on articles or research that could help your followers improve their business. Show them you care about their whole business – not just the part you can profit from.

Becoming More Social in All that You Do Interacting intelligently with your customers should not end on social media channels. Smart companies are integrating social concepts into their products, opening up new lines of communication and interactions to boost customer satisfaction. From real-time order status updates to customer support text message services, companies are making it easier than ever for customers to obtain the answers to their questions without the hassle of picking up the phone and calling. About the Author Tess Boros is a Partner at Scanco, which provides inventory management systems that integrates with ERP software like Sage and Netsuite. Learn more at www.Blytheco.com/Scanco.

About Scanco Here at Scanco, we have woven social media principles into our newest products and applications, releasing a new generation of socially intelligent warehouse management software. Our newest release, Scanco Enterprise, combines the best of social and mobile technology to provide warehouse managers with everything they need to manage the warehouse intelligently. Contact Scanco at (330) 645-9959 to learn how you can become socially intelligent in the warehouse and beyond. And don’t forget to “like” us on Facebook (https://www.facebook.com/scanco), “tweet” us on Twitter (https://twitter.com/scancollc) and +1 us on Google+ (http://bit.ly/1Jtv4Bg)

Summer 2015 | Bellwether

Bellwether | Summer 2015

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10 10 Ways to

WIN BIG

AT SOCIAL MEDIA MARKETING USING DATA by Joni Girardi

t first, Dell Computerâ&#x20AC;&#x2122;s sale in 2009 of $1 Million in refurbished equipment only proved that Twitter rivaled old, traditional marketing. But then executives at SMBs realized something more: The big guys no longer had the advantage. Influence doesnâ&#x20AC;&#x2122;t come from size anymore; it comes from what you learn from data. Here are a few guidelines to leveraging your data so that you too can win big at social media marketing.

Bellwether | Summer 2015

SALES&MARKETING 1. Start by listening.

6. Learn from surprises.

Before you touch any data, take time to listen in. Keep an ear open for comments on your products, your market segment, and prospective segments.

With data comes surprises, but also the most meaningful insights. The Tableau Software marketing team, for example, remembers the tweet called just “Hey, girl.” It had won unexpected popularity. But why? The team soon understood—it was just fun. They started sending more “fun” tweets.

2. Set goals. Do you want to spread awareness of your brand? Generate leads? This helps you decide which platforms and tools to use.

3. Find trends in your data. Use data discovery regularly to see which users to watch, what words seem to matter most, and to identify microsegments. Remember that keywords evolve fast. What you learn in discovery this week can change next week. With the right tools, it’s all there for you to discover and be ready with agile responses to your marketplace.

4. Monitor influential users and key words. Suppose a user called @beththefluencer tweets about your product, “Great results with BigProductQ!” Only a few years ago, that comment would have been lost to the office water cooler. But now you can see it and even count the times it was retweeted. Go even deeper and compare that count with others, perhaps by comparing positive tweets with negative ones. Compare those results with your competitors’ products.

5. Visualize your data. Your data analysis can get complicated fast, and most people need more than Excel. You need a fast, easy visualization tool that makes it easy to slice and dice social media data, plus fold it into in your ERP and CRM data. You’ll get full, rich meaning while it’s still relevant and actionable.

7. Identify the microsegments. Social media lets you identify people by their interests. Tracking response to messages by segment can tell you a lot about your product’s potential and vulnerabilities.

8. Be social, have fun, be real. With old media, the vendor was like a DJ at a party, playing the music he thought suited the audience. But no matter how well he picked songs, he was always an outsider. With social media, the vendor is one of the gang. Abuse the unspoken rules, though, and you’re ignored or even banned. In social media, you build relationships. You win influence for being interesting and being interested in other people. The more you’re known and trusted, the more impact you’ll have.

9. Always show up to the party. Make social media part of your daily routine. It’s a fickle crowd. Don’t risk being forgotten.

10. Evaluate. What’s your ROI? If you’re gaining followers and being retweeted and liked, keep it up. If not, adjust.

To accomplish all this, you need a good visualization and data discovery tool. DataSelf Analytics, powered by Tableau, might be a great option for you. DataSelf Analytics makes data analysis and reporting accessible to leaders at all levels — in fact, just about anyone from beginner to expert, with no help from IT. The following videos provide further insights: • Examples of analytics for social media such as Facebook and Twitter: http://tabsoft.co/1GqoRj3 • Example of analytics from Google analytics and ERP system data: http://bit.ly/1BMFVDG No one talks about that Dell sale anymore except to make a point: use social media and keep your eye on the data. Contact Tableau and DataSelf to learn how together they might improve your social media initiatives. About the Author Joni Girardi is the CEO of DataSelf Corp. She has been committed for more than 15 years to providing SMB with powerful yet economical BI and analytics tools.

Summer 2015 | Bellwether

Why B2B Companies Should “Like” by Denise Renee Phinn

any business to business (B2B) companies feel that Facebook isn’t the right place to market themselves. After all, Facebook tends to resemble the local bar during happy hour and seems better suited for business to consumer (B2C) styled companies. Well, rest assured that Facebook marketing isn’t off limits to B2Bs. With at least 210 million active users in the US and Canada alone, your B2B customer IS on Facebook, but probably largely participating in social rather than business conversations. But don’t let that discourage you. You just need the right strategy to leverage it as a content marketing publishing platform to attract leads into your funnels. Getting Started The key to B2B marketing and branding success on Facebook is to use its casual, “local-bar-during-happy-hour” nature to your advantage. Don’t try to make immediate sales. Instead, build branding and engagement campaigns to keep you top of mind. As you use this article as a framework to build out one type of campaign, keep the following in mind. First, your campaigns will be based around your client avatar(s) so

Bellwether | Summer 2015

be sure you have at least one and fully understand the psychographic as well as demographic data and be prepared to take full advantage of it. Next, be sure you’ve created a Facebook Page (not profile) for your business. This gives you the ability to have unlimited followers. Plus, you’ll be able to boost posts and run ads if you so desire. Finally, be prepared to make, at the minimum, one to two posts per day. With social marketing, the most important rule of thumb you must follow is being both active and consistent.

CORPORATEFINANCE Content Promotion Strategy Based on your client avatar, curate and post content that your clients would find helpful in both their personal and professional lives. For example: are they middle aged parents? Share family friendly content. Do your clients have wellness programs at their workplace? Post healthy eating and living tips. Your curated content tailored to your client’s interests should comprise about 25% of your posts. For the next 40% of your posts, it’s time to have some fun… we are at the digital equivalent of happy hour, remember? Share your own original content that shows the “behind the scenes” of your day-to-day operations. For example, create a video tour of your office or share an incriminating picture of the CFO chowing down at last year’s company picnic! The next 25% of you posts should link back to your high value, “serious” content such as your business blog, industry reports, and product related “how-to” videos. The final 10% of your content should be promotional. Don’t waste time trying to send them straight to a product or sale page. Instead, send your audience to your free giveaways where prospects must exchange their contact info for your valued business content. Be sure to have a follow-up email sequence in place so that you can nurture the relationship. They will be more likely to buy from you and/or recommend you later the more they get to know and trust your company.

Next, be sure that all of your blog posts, videos, landing pages and web pages have social share buttons. In every single post, don’t neglect to ask your readers to please share if they received value. Be diligent to respond to every single comment. It’s socially rude to just pump out content but never interact. Feel free to sprinkle questions into your posting schedule, inviting your audience to converse with you. And mix it up with occasional contests. The more “human” and “accessible” your company behaves online, the more likely they’ll share your posts and opt-in to your offers. Finally, take advantage of existing groups on Facebook. A simple search can reveal vibrant communities where conversations are happening daily; participate by commenting on posts and create your own. If you don’t find one in your exact niche, search for related ones or consider starting your own.

Managing Your Campaigns and Measuring Results I’ve shared one potential strategy for one social platform; if you are active on others such as LinkedIn, Twitter or Google+, they all have different rules of engagement so your strategies will need to be appropriately tailored.

Growing Followers and Encouraging Engagement

Furthermore, leveraging social media for marketing and branding purposes is only one piece of your marketing mix pie, but it doesn’t have to all be disconnected. Neither does it have to be confusing to manage and determine your ROI.

So far, I’ve shared only one side of the conversation: yours. Remember that social media is a multi-lane highway, so let’s talk about how to find people who’ll care to share and act on your content.

Utilizing a marketing automation tool like Act-On can help you stay organized, focused on the big picture and easily spot what is working or not in your inbound, outbound and even social marketing channels.

The first way to begin building your following is with your existing clients. Send out an email periodically asking them to connect with your company on their favorite platforms. You can also ask your team members to follow company pages on all platforms. Remember, they are very likely to be well connected within your industry as well as socially connected to clients and prospects.

With Act-On’s social marketing tools, you can easily identify hot prospects on Twitter or find the best places to publish your content on Facebook. You can even monitor your competition’s social activity and engagement with their audience. Capturing and nurturing your social leads is a snap too.

If you’ve been considering revamping your current social strategies, don’t try to go it alone without the right marketing automation tool in your corner. Talk with Blytheco and get ideas on how you can optimize your marketing functions or reach out to us to learn more about how Act-On can transform your business. Visit us at Sage Summit, Booth #724 or go to (http://info.blytheco.com/business-process-consultation) to schedule a no obligation consultation today. Summer 2015 | Bellwether

WHY YOU MAY

Owe Sales Tax on Charitable Donations by Avalara

iving back is back. According to the current Atlas of Giving report, 2014 was a record year for donations—with more than $456 billion channeled to U.S. charitable organizations. Product philanthropy—the donation of goods and services—is a growing trend, not just for individuals, but businesses as well. The Conference Board’s 2014 Giving in Numbers research shows that 62% of charitable contributions by U.S. companies are now merchandise versus cash. Product and service donations also accounted for more than 90% of the aggregate giving increase in the last three years. In most cases, product philanthropy benefits you as a corporate donor by providing you with a federal tax write off. Total donations must be 10% or less of a company’s taxable income in any year—a cap set by the Economic Recovery Act of 1981. State taxing authorities, however, aren’t always as charitable. They expect sales tax to be paid on all taxable products by the end user. So, when a business donates a product, it’s still a taxable event; the

20 Bellwether | Summer 2015

business becomes the user and consumer of that product and owes sales tax. Auditors compare inventory in and inventory out to make sure businesses are reporting all their sales and they look for untaxed products taken from inventory that are given away. So before you box up those blankets or books or boat parts and cart them off to the nearest nonprofit, be sure you understand your state and local tax rules when it comes to charitable donations.

When a business donates a product, it’s still a taxable event.

Here are some ways that giving back could come back on you if you aren’t careful.

CORPORATEFINANCE Charity auctions:

Distressed inventory:

Auctions are tried-and-true fundraisers, raising millions of dollars annually. Charities often turn to their for-profit counterparts for donations of goods and services to entice bidders. Most of these items come from a company’s regular inventory—the goods or services they sell to customers. In a typical transaction, the seller collects sales or use tax from the buyer on the amount of the sale and remits it to the state. But if you’re donating an item to charity, are you still on the hook for sales tax? Possibly. Auctions work a little differently when it comes to taxability, and the rules vary by state. In Texas, qualifying nonprofits can hold two one-day, tax-free sales or auctions each calendar year. No sales tax is owed, except on items whose value exceeds $5,000 or where the winning bid on a single item is more than $5,000. In California, the full amount received for the item is taxable, even if it exceeds the fair market value. In Rhode Island, sales tax is collected from the donor only on the fair market value of the item. Before making an auction donation, check the sales tax rules for your state.

What about products you can no longer sell at retail because they’ve been returned or replaced by newer models. Can you donate these? Yes. In fact, donations of distressed inventory can actually benefit your bottom line. Normally, companies that discard unsold items can only expense their costs. But a still-on-the-books federal tax provision from 1976 may allow you to take a larger deduction by donating this inventory to a tax-exempt charity. If a charity puts the distressed inventory to its intended use, you can deduct its fair market value as a charitable donation. Donating distressed inventory also saves on disposal costs.

Inventory used for demonstration: If you use inventory property for displays or demos, those items may be subject to sales or use tax if you decide to sell them or donate them to charity. If you donate to a charitable organization, the taxable value is what your business paid for the item when it was put into inventory. If you sell it to a customer, then you owe tax on the retail price.

Selling to charities:

Donating non-inventory items:

Can you give a sales tax break to charitable organizations that buy from your business? In most cases yes, as long as the charity or non-profit provides you with a valid exemption certificate. Some states like Texas don’t require sellers to apply the exemption. However, if you choose not to do so, you may be asked to complete an Assignment of Right to Refund or similar documentation so the exempt buyer can get the sales tax refunded directly from the state.

What if you’re giving away non-inventory items like some surplus office furniture to a school or church? These aren’t items you are planning to resell and you paid tax on them when you bought them, so the state can’t possibly expect you to pay sales tax again, right? Wrong. According to a recent tax department survey, 28 states collect sales or use tax on these types of donations.

Inventory donations: Charitable organizations like the American Red Cross rely on corporate gifts of clothing, food, and other items to help with victim relief following a hurricane, earthquake or other mass disaster. Habitat for Humanity relies on contractors to help out with both materials and labor donations. Often, these gifts come from inventory that a business has readily on hand. However, if the goods you plan to donate were originally intended for resale, there’s a chance that you’ll owe sales or use tax on those items. In some cases you’d owe tax only on the materials cost of the inventory; in other instances, you’d owe tax on the fair market value of the inventory donated.

Before you give up the goods, take time to review your state’s rules around charitable donations or talk to your tax advisor. Better yet, let the experts handle it for you. Tax automation software can ensure all transactions you make—profitable or charitable—are handled properly without the hassle. Now that’s a good feeling!

To learn more about taxability rules for charitable organizations, check out our Q&A on Nonprofits and Sales Tax.

www.blytheco.com/taxable

About the Author Avalara helps businesses achieve compliance with sales tax, excise tax, and other transactional tax requirements. Our platform manages complicated and burdensome tax compliance obligations imposed by state, local, and other taxing authorities in the United States and internationally.

Summer 2015 | Bellwether

GIVING:

SET YOU BACK OR PROPEL YOU FORWARD?

DOES IT

by Apryl Hanson

24 Bellwether Magazine | Summer 2015

COVERSTORY ”’Workplace giving’ is no longer about philanthropy, according to social scientist Adam Grant. Rather, it’s about getting work done—your work, your organization’s work—and done well.” (Kristin Clarke The Power (and Dangers) of Giving in the Workplace, Associations Now, May/June 2014 Feature) When I set out to research the topic of giving and its impact on individuals and organizations, I came across this attention-grabbing article Kristin Clarke wrote for The Center for Association Leadership based on the book Give and Take, by Adam Grant, a Wharton School of the University of Pennsylvania Professor. The mere fact that this topic is thought-provoking enough to have a book written about it confirmed my hunch that a magazine focused on the power of giving from an organizational level is on par with what many of us are thinking about. How we give changes how people experience our organizations on a social level. To fully understand this topic, we must break it down into two levels:

• How we feel as individuals about giving • How we experience organizations that give If there are givers on a personal and professional level, then the opposite is true – that there are takers as well. The balance of these two types of people (and organizations) make up our experience of giving overall.

How do you feel when you give?

Good? Successful? Happy? Empty? Empathetic?

It would seem that the significance of how you are feeling is based on the environment you are in, according to Grant. If you are a giver in a world of takers and you primarily give to others before you fulfill your own basic needs, you end up feeling empty. This directly impacts one’s ability to be successful. This means that there is a need for a strategy around giving to make it feel more euphoric both on a personal and organizational level, leading to more long term success, instead of feeling like you have been taken advantage of.

What is the magic sauce to turning this into a strength professionally as an individual or as a company? What Grant uncovers in his book is that while givers don’t always start out as the most prosperous people, when matched against those that are considered takers, givers have long steady growth in what turns out to be more positive sustainable achievements because they have built relationships along the pathway to their end goal. Additionally, in a July 29, 2014, Business Insider post on “The 17 Fastest Ways to Get Ahead in Your Career,” number 14 advises “Volunteer from time to time.” In many suggestions related to becoming the best at what you do, you begin to see the story unfolding around how doing things for others and sharing your knowledge will build a fan base that will follow you to success.

If messaging is completely self-serving, the company can come across as a taker.

Takers, on the other hand, do also have success. In fact, they often rise to the top quickly in a burst and are seen as assertive and take-charge types of individuals. This swift escalation is often surpassed by their lack of connection with people on a more intrinsic level which inhibits their ability to climb further up the ladder. Continued on next page

Summer 2015 | Bellwether

How does the science around giving and taking play out in social media? Social media is a fantastic way to share what information you have. In fact, in the fast-paced 140 characters of Twitter, for example, it is easy to spot the difference between a giver and a taker. Takers pose as sharing information – but truly don’t have much more than a sales pitch like “check out my product” or “learn more from downloading my ebook.” These aren’t givers. Givers look completely different. Givers share lengthy blog posts explaining their experience with someone or something, sharing appreciated material that builds credibility. Givers also share and pass-on other people’s content that they feel will be relevant to their followers.

Are you a social media taker or giver? If you are feeling a little as though you’re on the taker side, you may want to take another look at what you share and adjust your messaging - as it may assist you in building that strong solid fan base that you so desire. I think some of the key fears that many have with sharing too much over social media are:

• Concern that people will only take your content and never engage.

• Fear that your competition will get ahold of

your best kept secrets and use them to their advantage.

• That you will inundate people with information and turn them off.

In the fast-paced 140 characters of Twitter, it is easy to spot the difference between a giver and a taker.

26 Bellwether | Summer 2015

Ultimately, these concerns are out there and they are very valid. But the opposite may also be true:

• What if you never put yourself out there? You will never get any engagement.

• Your competitors may or may not be listening and a fear-based strategy will never work – but being the best at what you do will.

• You will never learn more about what your followers are interested in if you don’t try.

COVERSTORY How do the thoughts around giving and taking apply to your company and brand? Companies can be givers and takers just as much as an individual can. I think you can tell by the way a company socializes itself in its own marketing materials, website, blog and social sharing whether they are more givingbased or more interested in taking. If messaging is completely self-serving, the company can come across as a taker.

How can you do your part to take yourself and your company into a more socially sound status by balancing giving and taking?

1 2

Make sure you understand who your audience is and what types of information they are looking for.

Share your knowledge freely—give tips and tricks, to do lists, reference other relevant information that will aid your consumer.

Ensure when you are giving that you have first taken care of basic customer needs (or your own projects and responsibilities) before diving into giving, so neither you or your customer end up feeling empty.

4 5

Find ways to give back to your community and causes that are important to you.

Balance what you share between what you are doing and information you feel your customers will find useful so that you begin to develop more of an online personality.

Know that all ships do rise in the tide and the more you uplift and share with others around you, the more it will positively reflect in your brand’s image.

Continue learning—the more you learn about your customers, your processes and the impact they have, the more you can find stories to share that will attract others.

Be bold about what you are looking for—don’t cater to everyone as a consumer, get really narrow about your target and focus on being really good at serving them well.

Don’t underestimate the power of a crowd—when you develop a circle of followers, it is the best way to get your message out.

Word of mouth (including through social media) will always be the easiest form of advertising (both good and bad); make sure your messages are the type that will help you be seen as a giving organization.

So go ahead and get some work done; do well by doing good.

Summer 2015 | Bellwether

MAKING THE CASE

for

E-Procurement

by Ann Donovan

s one of the main areas of corporate spending, procurement naturally is an area where increased oversight and planning can improve the bottom line. While existing manual processes may be well thought out, compliance with purchasing policies and redundancies often sabotage these efforts. E-procurement systems offer configurable purchasing tools to manage the process from requisition through vendor payment and beyond.

28 Bellwether | Summer 2015

CORPORATEFINANCE BUILDING THE CASE FOR AN E-PROCUREMENT SOLUTION CAN BE CHALLENGING, BUT WITH THIS SUMMARY OF THE PROVEN ADVANTAGES IT WILL BE EASIER TO GET INTERNAL BUY-IN.

Productivity Improvements

An e-procurement system fills the gap between office productivity suites and the ERP or accounting system, creating a common database to track requests, approvals, transactions and associated documents. This common repository adds to the value of the system when factoring in how much employee productivity can improve when the staff is unburdened by duplicate data entry. An e-procurement system such as eRequester by Paperless Business Systems can be set up to match business-specific rules and scenarios to best complement ongoing business operations. Optional modules with key sets of features can be added to provide exactly the tools and functionality required to match the specific business’ needs, such as tracking inventory purchases or receiving.

Reduced Operating Costs

It is estimated that by going paperless an office can save about $80 per employee on just the paper. Additional significant cost savings can come from fewer printer supplies, postage, file storage, and document management. A system such as eRequester, with its web-based forms, has all the data needed to generate a purchase order, such as vendors, items, account numbers, quantities, cost, and taxes. Orders only need to be entered into the system once, and are routed all the way through purchasing and fulfillment, thereby eliminating the costly delays and double entry of traditional, paper-based requisition processes. E-procurement systems can also leverage your existing IT infrastructure such as internet access and servers, as well as integrate with your ERP system for an even greater reduction in the total cost of ownership, an area where eRequester stood out in a recent Gartner e-procurement report. Adding in

Vendor Punchout access further enhances the flexibility and control of e-procurement by offering permissions-based access to curated catalogs to help take advantage of pre-negotiated terms and standardized materials purchasing options.

Increased Access

With the increase of the mobile office and flex time, having dynamic access to office systems and data has become a necessity for many businesses. E-procurement solutions are especially able to enhance business processes when individual team members are in disparate locations. eRequester enables mobile access to your data through smart phones, tablets, and externally-enabled or hosted websites to ensure secure continuity of operations even while on the go.

Better Security

One of the strongest reasons for adding an e-procurement system is the improved security and control over data and processes. A system such as eRequester can integrate with Windows profiles, Active Directory and/ or single sign-on systems for streamlined account management. eRequester web purchasing and expense management software lets management establish, evaluate, maintain and report on internal purchasing controls, which can be critical for compliance with Sarbanes-Oxley Act requirements. In today’s fast-paced, increasingly globalized world, there’s no time to stop and fill out a paper requisition form and send it around for approval. Businesses need instant access to files at all times of the day, not just from 9-5. Going paperless with eRequester allows your users to securely access data on their schedule to keep the business moving forward, while simultaneously controlling spending, and reducing your company’s carbon footprint.

About the Author Ann Donovan is a Senior Internet Consultant with Paperless Business Systems. As a veteran internet consultant for the past 20 years, Ann Donovan has a deep history with web applications including ERPs and online business process automation. She has been an integral part of the user experience and product development team of eRequester e-procurement and expense management solution since 1999.

Summer 2015 | Bellwether

Attend

Sage Summit 2015

New Orleans!

Sage Summit is the best place to maximize your business productivity working with Sage products. Here’s a sample of what’s happening: General Colin L. Powell, USA (Ret.)  Deepak Chopra (a Blytheco client)  Matthew Weiner, award-winning creator of Mad Men  Sage City Live—get answers to your questions  In-depth learning sessions and action-packed Exhibit Hall  Live concert featuring “Walk the Moon” 

PARTY WITH US AT THE

Blytheco Customer Appreciation Reception! Request your invitation now to our special private party in the French Quarter, overlooking the mighty Mississippi. You’ll have a chance to unwind and reconnect with friends at our party featuring: Customer Awards  Networking with colleagues and Blytheco executives  Live jazz  Delicious New Orleans cuisine  And more! 

Invitations are required. Request yours now!

www.blytheco.com/appreciation 30 Bellwether | Summer 2015

Summer 2015 | Bellwether

Enterprise Freight Analytics by Kelvin Takhar

The Global Advantage in Driving Operational Effectiveness and Carrier Performance

here is a considerable amount of freight data generated from the time your company ships a customer order until it is received. First, there is outbound shipping information. This data typically includes the customerâ&#x20AC;&#x2122;s shipping address, carrier and service level, shipping costs, tracking number and additional data from your warehouse and ERP system that may be needed to produce Bills of Lading, packing lists and international documents. Next comes in-transit and tracking data. This data is not generated from your ERP, warehouse or shipping system; rather it is only available from the carrier. As your customerâ&#x20AC;&#x2122;s package moves through the supply chain, it collects all kinds of information including events, statuses and exceptions. This tracking data is used extensively by both you and your customer and ultimately determines whether your company has good or poor supply chain visibility. Closing the loop on critical freight data is carrier invoice information. Rather than a paper invoice, receiving this information electronically allows you to then synchronize

32 Bellwether | Summer 2015

all shipping, tracking and invoice data by either the sales order, delivery order and/or the individual tracking number. The data from your warehouse and your ERP is also very crucial. To be able to make more informed decisions and optimize supply chain performance a combination of data is needed from multiple sources including your carrier systems, warehouse and ERP systems. When you have the visibility as to which shipments are profitable and why, you can make the vital decisions to drive growth for your business based on measurable KPIs. The data in the ERP system (such as customer ID, pricing, item code)

INDUSTRYNEWS and warehouse data (such as the type of items packed in a carton and how many cartons are placed on an actual pallet) all combine with data from the carrier system to produce a shipping manifest document. The shipping manifest document contains useful data for companies to make strategic decisions as to where to focus valuable resources and how to improve business operations. “The challenge most distributors face is how to obtain the data in order to make informed business decisions to improve operational efficiency and cost savings”, says Brendan Cosgrove, Vice President of ProcessWeaver, a California-based multi-modal/multi-carrier shipping software company whose technology is currently implemented worldwide across 65 countries. “Enterprise Freight Analytics (EFA) provides the business intelligence tools to validate carrier invoices against the shipping manifest of the real time data of shipments that are processed through our ERP integrated solution. The data can now be analyzed in seconds to determine any accessorial charges, carrier costs and whether the carrier is meeting the service level commitment,” says Cosgrove. “And furthermore, based on this information, companies can now have the necessary data to negotiate with carriers for future contracts, understand added cost implications in non-efficient shipping operations, as well as potentially dispute charges that do not align with their data records maintained in the shipping manifest.”

The challenge most distributors face is how to obtain the data in order to make informed business decisions to improve operational efficiency and cost savings.

To effectively manage global operations, your company needs every advantage to drive value and control costs. In view of this, and the fact that careful data analysis is at the heart of every intelligent business decision, your integrated logistics platform for shipping can no longer simply serve for processing shipments; it must also serve as a valuable source of data intelligence. With Enterprise Freight Analytics you gain the necessary visibility across your supply chain to drive omni-channel performance and strengthen your company’s global advantage.

Learn more about one solution to pick, pack and ship globally. Find out how Edisoft and ProcessWeaver deliver turnkey ERP Integrated Warehouse Automation and Shipping Execution in one seamless platform at:

www.edisoft.com/ProcessWeaver or visit us at

Sage Summit 2015 at Booth 1107, July 27-30, 2015 in New Orleans, LA.

About the Author Kelvin Takhar is the Vice President of sales at Edisoft, which provides EDI, shipping and VAN solutions. Connect with Kelvin on LinkedIn.

Summer 2015 | Bellwether

IS IT

TIME TO CHANGE

RESOURCES? by Laurin Search, Jeremy Clinton & Kelly Rayburn

hopping for the right tools and software solutions for your business is hard. Engaging with a business software solutioning firm can help companies to ask the right questions, understand options and efficiently implement the solution. But sometimes the relationship between customers and business partners encounters bumps, impasses and forks in the road. How do companies determine when it might be time to consider working with a new partner? We’ve rallied up a few of our Business Account Managers (BAMs) who have been on the front line of talking with some of our now existing customers who made the switch from a previous relationship. They share what many of these companies have in mind when making their decision. In your experience, why have companies sought out new business solutions partners? Laurin Search – “Many companies are unhappy with the level of service of their current business partner and do not feel as if the business needs are truly understood and properly addressed.” Jeremy Clinton – “The top three concerns I’ve heard are these: first, communication is a big issue. Customers want to get timely responses to their inquiries. Some customers have felt “nickeled and dimed” by their previous partner, having been billed for every conversation. Finally, other customers move away from partners who are too small to support their growth.”

34 Bellwether | Summer 2015

Kelly Rayburn – “I’ve found that people want to have a partner that has longevity, a local presence and has successful installations of 3rd party software.”

What were some needs that were not being met by their previous partner? Jeremy Clinton – “I would say the biggest un-met need was simply, general care and service. Many felt that their business partner was not adequately keeping them abreast of software and industry developments and how it could affect their business.” Kelly Rayburn – Agreed. Lack of communication is huge. Also, many customers felt as though they didn’t receive much value

INDUSTRYNEWS for the solution they already had in place from their partner. They want information on things like new product versions or other ways of using their software efficiently; they don’t appreciate only being called to be sold something new.

Jeremy Clinton – “I always use my resources. Our consultants are so knowledgeable that I bring them into a lot of conversations. If the situation warrants it, I’ll even pull in executives so they can see we are all here for them.”

Laurin Search – “Customers get frustrated when the partner does not understand their business and what they are trying to accomplish. They may only have one resource to reach out to. Courtesy care calls are also important to them.”

Kelly Rayburn – “Our Business Process Optimization (BPO) is a big hit. It is structured in a way where we get to learn more about our potential customer’s business and how they use their software. Plus, they get an idea of how we work, so it’s a huge win-win before anything ever becomes official.”

What have customers expressed as the reasons they decided to switch to Blytheco specifically? Kelly Rayburn – “Many comment that they found us because we have such a strong online presence. They are comforted by the fact that we’ve been in business for 35 years. Others come to us by referrals from our existing customers, which is always great. Laurin Search – “Our customers like the fact that we are a large company with many resources: we have Business Account Managers, Consultants, a Practice Leader, Project Managers, Customers, Executive Sponsors and our support desk. Plus, we are nationwide with multiple locations. Jeremy Clinton – “Same here. Customers I speak with are impressed that we are Sage’s #1 partner and have a full team of people to support their business. They’ve been so used to only talking to the Product Consultant, but here at Blytheco, we also a have a “relationship” manager, (me) with whom they can have a “non billed” conversation.”

How do you, as the Business Account Manger (BAM), assist customers in making their decision to switch to Blytheco?

Since partnering with Blytheco, how have these new customers benefitted? Laurin Search - “Many customers have experienced growth and are able to streamline their current business processes to maximize their software solution. They’ve literally cut the time it takes to complete tasks. Now they’re able to concentrate more on the data and its applications and less time on generating it.” Jeremy Clinton – “I’ve heard numerous client testimonials about how much they enjoy working with our consultants; they feel that they are knowledgable and billing is reasonable. A lot of our customers also love that we are like a one-stop shop that can also support their CRM and HR needs if necessary.” Kelly Rayburn – “The best feedback I’ve received from a customer (who switched to us from a previous partner) was that our consultant was able to give them new recommendations for their processes and action items that helped them become more efficient. They absolutely love that we put their business needs first. It’s probably the best compliment we could receive.”

Laurin Search – “I always tell my customers that I am their #1 advocate in our company. As their BAM, I reach out to them to make sure that they receive the experience they deserve.”

Has your company reached a point where you are open to exploring the possibility of working with another business process solutions partner? If so, we’d love to journey with you and see if we might be the right fit. Simply visit us at Sage Summit at Booth #724 or go online to (http://info.blytheco.com/business-process-consultation) and schedule your free, no-obligation consultation today.

Summer 2015 | Bellwether

HOW MILLENNIALS ENSURE THAT

‘Giving Back’ Is Here To Stay by Bill Wiersma

ore than ever, ‘giving back’ is getting lots of air time in the business press. Often the stories center on well-known, highly successful entrepreneurs like Bill Gates (Microsoft), Marc Benioff (Salesforce), Jon Huntsman (Huntsman Corporation) generously supporting deserving causes with not only bucket-loads of money but with their time as well. Their stories are not only inspiring but, I believe, a harbinger of sorts for companies of all shapes and sizes.

‘Giving back’ will not only continue but is expected to expand because of one unmistakable trend—the influence of millennials in the workplace. Millennials, those born from approximately 1980 – 1995, are expected to account for 75% of the global workforce by 2025—this according to a Dec 2013 Forbes article. As has been well documented, millennials see the world differently than the generation that raised them, which is known for seeing the purpose of business as merely to make money. 36 Bellwether | Summer 2015

Here’s what millennials say they want out of their work and lives:

1. To be a part of something bigger than

themselves—64% say it’s a priority for them to make the world a better place.

2. To invest their professional energies in an organization that itself makes a difference—almost 70% say that giving back and being civically engaged are amongst their highest priorities. 3. To believe they are being lead by transparent

and enlightened leaders—92% believe that business should be measured by more than just profit and should focus on a societal purpose.

HUMANRESOURCES In an earlier Bellwether article, Greater Purpose, Greater Company (2nd Quarter, 2012), I advanced the premise that great companies think differently. Turns out, there is a great deal of commonality between how today’s great companies think and how many millennials see the world. Here is a snippet from that 2012 article: “Some have argued that the sole purpose of a business is to make money—the more the better. Yet, as Rosabeth Moss Kanter reminds us in a November, 2011 Harvard Business Review article, a business doesn’t exist in a vacuum. Rather, each and every business is ultimately interdependent with the greater society and, as such, has certain inherent responsibilities to that society. In other words, making money is an obvious imperative, but it isn’t the whole picture. A healthy business requires a healthy society.” “Kanter advocates that the great companies she has studied ‘think differently.’ These companies, representing a variety of industries from all over the world, think of themselves more as an institution than merely a moneymakingmachine intent on maximizing short-term profits. Said another way, these companies take a long term perspective. They invest in their customers and the greater communities they serve. Demonstrating a return on some of these investments can prove dicey. They do it anyway!” While ‘giving back’ is commonly thought of as donating money, large sums aren’t required. It can be as modest as giving financial support to a local little league team. ‘Giving back’ needn’t be as grandiose as what Jim Stowers, Founder of American Century Investments, did by founding the Stowers Institute. This Kansas City-based research institute is a world leader in life-saving breakthroughs in the biosciences. Jim and his wife Virginia endowed the institute with gifts totaling nearly $2 billion. ‘Giving back’ can take a variety of forms; it could be investing one’s time. An example might be serving on a university or community organization’s board. You can also ‘give back’ by sharing your passion. Think: mentoring an upand-comer who shares your enthusiasm for your field of expertise. And I’d further argue that any entity that has not only earned the trust and confidence of its clients but renewed the trust and confidence of those same clients in our free market system is, in fact, ‘giving back’. Millennials increasingly want to be their own boss. But for those that chose to be ‘employees’ instead, American Century Investments is precisely the type of organization that discerning millennials (at least those drawn to

financial services) would be attracted to. Employers who ignore the millennial’s desire to give back will, no doubt, miss out on a great deal of top talent. For most millennials starting their own organizations, you can bet that ‘giving back’ will be an important priority for them. Is their motivation purely altruistic? No. Each hopes to do well (financially speaking) by doing good. Note what the renowned strategist Michael Porter has said: “If corporations were to analyze their prospects for social responsibility using the same frameworks that guide their core business choices, they would discover that [corporate social responsibility] can be much more than a cost, a constraint, or a charitable deed—it can be a source of opportunity, innovation, and competitive advantage.” What is Porter suggesting? Think differently.

“ While ‘giving back’ is commonly

thought of as donating money, large sums aren’t required. It can be as modest as giving financial support to a local little league team.”

One needn’t be a titan of business to ‘give back’ in a meaningfully way. There are innumerable ways to demonstrate social responsibility. And there are so many compelling opportunities. Combine all this with the strong desire of the millennials to ‘give back’ and it’s easy to conclude that the effects of social responsibility should continue to grow. However, for some business owners social responsibility will be seen as just another burden to endure. But, as Michael Porter points out, looking at the picture with new eyes can often produce a distinct upside. At the moment, it’s estimated that millennials make up nearly 40% of the overall workforce. In some professional services firms they currently constitute over two thirds of the workforce. Remember that by 2025 they’ll represent 75% of the global workforce. Ignore them—and their compelling need for making the world a better place—at your own peril.

About the Author Bill Wiersma is the principal of Wiersma and Associates, LLC, a consulting firm that helps leaders create cultures centered on professional ideas. He is the author of two critically acclaimed books, the latest being “The Power of Professionalism.”

Summer 2015 | Bellwether

For the latest information & Industry trends, check out the Blytheco blog:

info.blytheco.com/blytheco-blog

We Make EDI Painless Visit us at Sage Summit in Booth 625 888.205.1531 | www.highjump.com/truecommerce 38 Bellwether | Summer 2015

s U e ge ! Se Sa mit at m

“Always render more and better service than is expected of you, no matter what your task may be.” -Og Mandino

( in field service, easier said than done )

Better field service requires better service management tools. Service Pro® software can help.

Mobile Technician

Service Dashboard

Real-Time Scheduling

Calls, Assets, Parts, Contracts, RMA & more

Service Pro® is an end to end system for automated repair center and field service management, including mobile, scheduling, back office & integration with Sage 100 and many other ERP systems.

Learn how Service Pro® can help your field service business at www.msidata.com/blytheco

blytheco@msidata.com

www.msidata.com

262.241.7800

Ways to Use

Social Media for Field Service

GETTING INVOLVED ON SOCIAL MEDIA, BOTH INSIDE AND OUTSIDE THE COMPANY WALLS, IS THE NEXT FRONTIER FOR ORGANIZING BUSINESS, TECHNICIAN, AND CUSTOMER COLLABORATION.

by Josh Kasombo

ocial media continues to evolve as individuals and companies find more and more uses for both its influential and connecting attributes. With prominent social channels such as Facebook, LinkedIn, Twitter, and Google+ seeping from the personal into the business realm, it’s becoming more important to know how to use them effectively for business purposes. According to Trimble Field Service Topic Summary Report, “Social Media in Field Service,” “By integrating field service solutions with social media, mobile workers can make more strategic work decisions while staying better connected with customers, peers and the home office.” Here are some ways you too can harness social media for your field service organization to better connect your team members and customers.

40 Bellwether | Summer 2015

TECHNOLOGY Internal use: Social media use enhances organizational framework 1. Join LinkedIn groups to stay up on the latest industry trends. Networking is a big deal in any industry, so it should be no surprise that great opportunities exist in the social realm for field service organizations. LinkedIn is one social network dedicated to professional relationships. By joining relevant groups in your industry, you can keep up with best practices, collaborate with industry influencers, and network with valuable business connections. 2. Recruit new team members.

The demand for new service technicians is a huge concern for service organizations today and it turns out that more and more potential service techs are finding employment opportunities through social networks. Building a social presence will help you establish relationships with potential job candidates and create a consistent brand across channels. Use each social channel to communicate what it might be like to work with you. You can also have current employees share job openings with family and friends so you have personal, direct recommendations vouching for your company through their social networks.

3. Monitor industry trends.

In the same way you can use social media to see what others are saying about you, you can also see what others are saying about your competitors as well as the general direction your industry is headed. Use social monitoring tools to catch what others may be doing wrong so you can A) stop yourself from making similar mistakes, and B) preemptively improve your practices and services so you are ahead of the curve.

External: Social media use helps build relationships 4. Open lines of communication with customers.

As a field service organization, your most prominent customer interactions come from your field workers. Not only must your field techs be trained to carry out their work efficiently, they also need to be trained to

represent your organization well at all times. So much responsibility might become overwhelming. It’s easier for techs to predict and meet your customers’ needs by implementing a social media plan that opens more lines of communication between you and your customers.

5. Deliver real time information to customers.

Providing more lines of communication can give customers confidence by giving them somewhere they can go to get accurate real-time information. This could be as comprehensive as creating social accounts specifically for customer relations, or as simple as allowing customers to communicate with their field techs through social media. In either case, the customer gets that openness that really gives them piece of mind.

6. Provide easy access to updates and promotions.

The best thing that could happen for your organization is customer investment in your brand. A great way to get customers enthusiastic about your company is by providing updates and promotions through social media. It’s this kind of information that will have people coming back frequently, and more importantly, creating real connections that inspire loyalty.

7. Show connectedness and expertise.

It’s no secret that online communication is becoming the preferred mode of communication among consumers, with social media being the most ubiquitous of the trends. Field service orgs can leverage these channels to increase awareness and show connectedness to the industry. Social engagement can go a long way in positioning yourself at the top of the industry in terms of expertise. These networks give you the ability to introduce best practices, concepts, or ideas and make your name top of mind for prospects.

Conclusion: Social Is the Next Place to Get Involved While social media can seem like a pedestrian tool, businesses shouldn’t overlook its benefits. We live in an age where building personal connections to others is paramount to success. Field service organizations have a lot to gain by adding social elements to their wide networks.

About the Author Josh Kasombo is the content marketing specialist intern at MSI Data, a provider of field service management software, and creator of the enterprise field service app, Service Pro.

Summer 2015 | Bellwether

How

B2B

Companies Can Prepare for E-Commerce Success in Todayâ&#x20AC;&#x2122;s Buyer-Centric, Mobile World by John Stippick

ccording to Forester Research, the B2B e-commerce market will nearly double over the next five years from $1.2 billion in 2014 to nearly $2.1 billion by the end of the decade. The increase ranges from business-to-consumer (B2C) companies replacing legacy systems for exponential growth in online sales and business-to-business (B2B) companies entering into e-commerce. One commonality across both B2B and B2C has been the discovery that the key to e-commerce success is driven by one guiding business principleâ&#x20AC;&#x201D;Customer Empowerment. Per the recent Aberdeen Study, Steps to Success in B2B E-Commerce, February, 2015, customer empowerment is the #1 factor impacting B2B e-commerce activities. Customers now expect that their B2B e-commerce experience be as efficient and intuitive as the B2C online shopping experience. This expectation is requiring the best of breed B2B e-commerce platforms to perform intuitively on the front facing customer side as well as deeply integrate with the back-end systems for personalized and timely delivery of goods purchased.

42 Bellwether | Summer 2015

TECHNOLOGY Customer Empowerment Requirements:

1. Mobile

Consumers not only conduct research on products and services via mobile devices, but will also make purchases on them.

Customer Mobile Research: B2B companies must

prepare for the “first touch” experience with potential customers. In the days of brick and mortar, businesses would have to have an appealing storefront. According to Forester Research, Mobile is making significant inroads in digital commerce, representing 29% of online retail sales in the US in 2014. According to the Aberdeen Research, Bestin-Class B2B firms also focus on helping customers easily find information by making it easier to access relevant content via mobile devices.

Customer Mobile Solution: The WebJaguar Commerce platform has built-in mobile responsive layout design frameworks to provide content in a rich engaging manner. Website and platform content natively adapts to the screen size and mobile device used by the customer.

2. Search The search and navigation functionality involved in B2C e-commerce activities must not have customers incur unnecessary effort to find relevant content or purchase products.

Customer Search Research: The correlation of historical search results and product purchases is a one-dimensional approach to guide customers searching for products. Multi-dimensional capabilities should include guided search and faceted navigation, which helps buyers find a relevant product by applying different filters (e.g. product attributes and name) on the B2B e-commerce site. Once potential buyers are presented with relevant search results, the buyers should be pursued for cross-sell and up-sell

opportunities in real-time. This helps firms maximize the cross-sell and up-sell potential, while helping customers learn about products that they might not have had previous knowledge about.

Customer Search Solution: All WebJaguar e-commerce platforms readily deliver Advanced Search and Faceted Technology features to improve your customer userexperience, saving your customers time and giving them the power to find what they want quickly and easily. This feature utilizes sophisticated “learning algorithms” to learn each prospect and customer interaction providing personalized, customized and predicative search results.

3. Ordering Customers demand that products presented are available for immediate purchase and immediate shipping.

Customer Ordering Research: B2B companies are finding that they must integrate with ERP/Accounting systems to provide real time product availability information such as providing buyers with automated alerts when an out-of-stock product becomes available or when a product is discounted. This reduces the requirement that customers must revisit an e-commerce site and check product availability while simultaneously increasing the likelihood of purchase as the buyers are now informed that a product that they need is in-stock and/or discounted. Customer Ordering Solution: The WebJaguar

e-commerce platform provides seamless integration with leading ERP/Accounting software packages including Sage ERP. The ongoing task of keeping up-to-date records of profits, inventory, revenues, and taxes for your web store can be overwhelming. Utilizing the WebJaguar platform, customers are kept in-sync with your accounting platform automatically and at all times.

If your B2B Company is ready to transform your online presence into a buyer-friendly, mobile ready e-commerce experience, we’re here to help; we have the tools you need for a seamless conversion experience.

About the Author John Stippick is the VP, Sales & Marketing at WebJaguar. Reach him at johns@webjaguar.com.

Summer 2015 | Bellwether

B2B SOCIAL MEDIA Building Relationships, Trust and Value

by Steve Showalter

44 Bellwether | Summer 2015

TECHNOLOGY need to tell you something. No, I need to tell everyone something. It’s important and I want you to know about it - now. I want the world to know about it - now.

So how do I make this happen? Tell a friend, colleague, or client? Maybe find a stranger? Take out an ad in the newspaper…maybe a TV spot? Nah. Social media! Whether it’s a product release, new feature set, a pricing special, where you are vacationing, or what you ate today, it’s all over social media. There is no greater method to potentially get your message out to the entire globe than with a quick tweet, post, or share on a social media platform. So it’s that easy, right? Not exactly. You need to have people following you who are paying attention to what you have to say. You also need those people to care enough to help spread your message by reposting it to their followers. You can have the best message, but if no one who cares about you or your message is following you on social media, it will fall on proverbial deaf ears. If you want a million followers on Instagram then racy photos are a good angle to take. Want to trend online? Start a scandal. However, that doesn’t always work when you’re a software company working to build upon and maintain a reputable track record. So what’s the play? What is the best way to reach your target audience? For ScanForce, we feel that valuable content and relevance are the key components to using social media in business. Stick with what you

know and do best in your business and translate it to your social communications and engagement strategy. At ScanForce, our goal is to be a reliable, trustworthy source of valuable information for our customers, partners, and any potential business alliances. Whether it is consulting on how best to automate processes within Sage, or advising on business practices as they relate to Sage and inventory, our partners and customers trust the information we share, both in person and through our social channels. Over the course of 15 years, ScanForce has developed a reputation for reliable solutions. We maintain the strong relationships we’ve built – plus initiate new ones – by continuing to distribute timely and relevant information through social media. Whether we are sharing customer success, explaining new product features or simply getting the word out about a pricing special, there’s no better way today than social media. One of the first things I personally do when I pick up my phone is check my social media accounts. That’s how I stay connected and informed. And I’m not alone; many of our customers and partners do the same thing. So it is important to get your word out there so that others seeking to stay connected and informed hear your message.

At ScanForce, we make it our business to take care of yours. Trust ScanForce with your automation needs. Follow us @Scanforce on Twitter, find ScanForceSoftware on Facebook and +Scanforce on Google+ to stay informed on tips and suggestions as well as product releases and pricing specials.

Summer 2015 | Bellwether

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46 Bellwether | Summer 2015

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