Selecting the Best Social Media Management System

Posted on April 27, 2011 by Jason Sem in Corporate Social Strategy, Social Media, Social Media Consulting | 3 Comments

In one of my a previous blog posts, 7 Keys to Choosing the Right Social Media Monitoring Tool, I spoke about the importance of listening tools in helping companies find relevant online conversations. This post is all about the engagement platforms or Social Media Management Systems (SMMS).

These are communication platforms where users take action and can respond, engage, interact or communicate directly on social networks, including Twitter, blogs, Facebook, forums, etc…These are real-time, highly customized dashboards and often offer multiple accounts, a shared workspace for many users and the ability to respond in multiple places with one click.

SMMS differ from social media monitoring (SMM) tools in that they are primarily where activity occurs rather where one analyzes activity. Unfortunately, there isn’t a comprehensive solution that incorporates in-depth listening capabilities with a robust engagement platform. Spredfast probably comes closest but its still has a way to go to utilize both.

Here are some key considerations when choosing your SMMS (via Socialtext)

Confidence in Adoption Rate

The phrase “build it and they will come,” usually doesn’t apply to these platforms so make sure your social media team and community managers are willing to embrace the new platform. Thus, don’t force adoption unless you receive approval from the users themselves.

It Fits the Way People Work

Make sure that your SMMS tool can be integrated with e-mil, mobile, SMM tools and other third party sites. Many times your community managers are on the front lines with customers and prospects, thus they need fast access to information and engage people.

Aggregates Sources

SMMS tools need to provide visibility to all staff and advocates involved. A user should be able to search across all the workspaces to which they belong, by key word, page title or tags. People should be able to create links that lead to pages on other workspaces or external sources. People use a variety of information sources to do their job. For example, they may use emails and calendars from Microsoft Outlook or Lotus Notes, lead records from Salesforce.com, documents stored on their computer, or in a system like SharePoint.

Low Cost of Ownership

Every software application requires human labor to administer and support it. The cost of the people services can be the most significant cost in the total cost of ownership calculation. According to Gartner, the cost of the people services to own and manage a licensed software application can be 4X the cost of the software license per year. Make sure your SMMS solution is simple as well as effective.

Below is a list compiled by the Altimeter Group sorted by alphabetized order by parent company, not in priority or capability. I added a few that were missing but please feel free to add.

Argyle Social: Provides features to publish and schedule, manage a social inbox, measuring tools, and white label solutions.
Awareness Networks, Social Marketing Hub an enterprise class community platform has launched their own tool that has Facebook, YouTube, Flickr, Twitter, and of course connect with their own community features. In particular, this is an existing enterprise class vendor (previously I’ve published thorough research report on them) which bodes well to their level of potential levels of service, support, and market viability. (they’ve briefed me)
Buddy Media: Has a set of management tools that help brands with Facebook, Twitter, and monitoring and reporting. You’ll find iterations for both brands and agencies. They have case studies from large brands and media on their site.
Constant Contact: Purchased Nutshell Mail which has keyword monitoring systems that can empower small business owners to receive alerts about their social networking accounts. On Feb 28th they acquired SCRM company Bantam Live which has some SMMS features, for sales and marketers. (hat tip to Dan Ziman)
Context Optional offers management tools for moderating Facebook pages
Conversocial: Offers solutions to help managers to plan updates and learn what type of content resonates the most with your fans and followers in social networks like Facebook and Twitter
CoTweet was recently acquired by ExactTarget. They provide Twitter integration tools, scheduling, workflow, listening tools, multiple author management, and management dashboard tools
Distributed Engagement Channel by DEC Their system offers the ability to publish content, moderate UGC submissions, and track and optimize channel performance. They also have features such as ID integration, media handling, and reporting.
Engage Sciences: Allows marketers to launch social promotions to engage customers on Facebook, Twitter, LinkedIn and corporate websites, whilst aggregating, filtering and storing streams from across the social web to allow companies to easily showcase the voices of advocates.
Expion Expion allows large Enterprises to publish and aggregate social media conversations that can scale to hundreds of local based Facebook pages, Twitter accounts, and YouTube channels, etc. The tool has the ability to listen, publish, manage, respond, govern, and glean intelligence across these channels.
Hootsuite Integrates Facebook and LinkedIn accounts. Whereas before you could update Facebook and LinkedIn through Ping.fm functionality, things are different now. Facebook and LinkedIn accounts are treated similarly to Twitter accounts: you can create columns from these social networks, read your friends’ status updates, and update multiple Facebook accounts. Facebook integration offers in-line commenting.
MediaFunnel offers integration with Facebook and Twitter. They have several permission based workflows that include a variety of roles such as a contributor, administrators, publishers. This is not unlike traditional editorial processes used in CMS systems.
Moderation Marketplace Provides Social Media Management and Content Aggregation solution designed to be delivered to your clients under your brand.
Mutual Mind offers brand monitoring, permission based workflow as well as reporting tools.
Objective Marketer provides managers ability to structure their messages by campaigns, features include User Management with roles and permissions and workflows, scheduled content, integration, analytics and reporting. The tell me their current client makeup is 60% Enterprises, 30% Agencies and 10% Bloggers / Independent Consultants. (in Jan 2011, Objective Marketer was acquired by Email Vision)
Postling allows for individual clients or brand to manage assets like blog, Facebook Fan Page, Twitter account, and Flickr accounts from a single management system. There is also comment aggregation as well as workflow between teams.
Seesmic. Seesmic offers support for multiple Twitter, Facebook, Linkedin, Ping.fm, Foursquare and Google Buzz accounts. Also offered on iPhone, Android wp7 and Blackberry. Languages translation support includes: English, Chinese, French, German, Japanese, Portuguese, Romanian, Spanish and more. Seesmic has received investments from Salesforce and has an integrated offering with Chatter.
Shoutlet offers a multi-user application that helps global brands, small businesses, and marketing agencies build, engage, and measure all of their social media marketing communication via one platform.
SocialVolt Provides STUDIO which is a complete social media management platform that integrates all the tools a company needs to successfully engage with their clients on the social web.
SpredFast is an up and comer who recently briefed me, this Austin based company offers the core features and claims to have a 40% enterprise customer base. They have partners with Convio, Radian6, Crimson Hexagon, Sysomos, Trackkr, IBM, Porter Novelli, Sierra Club, HomeAway. They position their product as collaborative campaign management and offer features such as scheduling content, features that integrate with events and social stream like features similar to Friendfeed. (they’ve briefed me)
Sprinklr offers social media management tools, it’s interesting their website has a strong focus on listening first, before the publication.
SproutSocial is a recent low cost SMMS tool that is great for non-profits and small businesses.
Strongmail, a traditional email marketing platform offers platform that tracks the multi-stage sharing activity of the campaign all the way to conversion, analysis on reach, sharing activity, CT’s, feedback on Facebook fan page wall posts.
Syncapse (formerly SocialTalk) provides integration with Twitter, Facebook, WordPress and MoveableType, this management tool provides governance, workflow, scheduling and other features.
Vitrue: Offers social media management systems, that has integration with Facebook and Twitter, they offer scheduling features, and the ability to link multiple Facebook pages together.
Wildfire: Offers features for social sweepstakes that promote word of mouth as well as ability to manage and publish from their platform to multiple social networks, with analytics.

For an interesting take on how these companies are trying to differentiate themselves read: Social Media Management System (SMMS) Lack Differentiation in Positioning, Confusing Market.

Consumer Decision Journey in the Digital Age

Posted on April 17, 2011 by Jason Sem in Corporate Social Strategy, Return on Investment, Social Media, Social Media Consulting | 1 Comment

In the December 2010 edition of the Harvard Business Review, David C. Edelman wrote an outstanding article on social media called “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places.” He points out that today’s consumers are connecting with brands in a fundamentally new way through media channels that are beyond manufacturer’s and retailer’s control.

Then: The Funnel Metaphor

Edelman points out that for a long time marketers assumed that consumers started with a large number of potential brands in mind and methodically winnowed their choices until they would decide which one to buy. After purchase, their relationship with the brand typically focused on the use of the product or service itself.

Now: The Consumer Decision Journey

Edelman goes on to say “New research shows that rather than systematically narrowing their choices, consumers add and subtract brands from a group under consideration during an extended evaluation phase. After purchase, they often enter into an open ended relationship with the brand, sharing their experience with it online.

Click here to read the full Harvard Business Review Article article (there’s a pay wall – but it’s worth it).

Consumer Lifecycle

Jeremiah Owyang also draws attention to this new consumer lifecycle; he uses an hourglass funnel which goes into a little more detail but it’s generally the same concept as Enjoy-Advocate-Bond in the chart above.

There are many companies who have yet to build scalable social business programs so addressing these areas may still be difficult. However, once they do, they will be better able to arm not only their employees but their advocates with the knowledge and tools to help promote their brands after the point of sale.

It’s quite evident that brands need to start thinking strategically on how each of their social media channels will address these consumer touch points. Ignoring this new consumer journey means a tremendous lost opportunity.

Building A Scalable Social Business Program

Posted on April 5, 2011 by Jason Sem in Corporate Social Strategy, Return on Investment, Social Media, Social Media Consulting | Leave a comment

Jeremiah Owyang, one of the leading social strategists, has been working closely with many of the world’s biggest brands to learn about where social media is headed and how companies can scale their business for social media.

He’s conducted research and has come up with some fantastic reports on corporate social strategy. Below, he’s laid out what I believe are essential steps for building social media programs:

Get into hub and spoke and develop a center of excellence
Leverage community for first tier marketing and support
Integrate both in the customer lifecycle as well as your corporate website
Launch a formalized advocacy program
Invest in Social Media Management Systems before you lose control

Here are some must-read articles from Owyang and the Altimeter Group for companies looking to build out an enterprise wide social media program:

Corporations Should Prioritize Social Business Spending
The Career Path of the Corporate Social Strategist

Scalable Social Business Programs

Jeramiah Owyang, one of the leading social strategists, has been working closely with many of the biggest brands in the world to help learn about where social media is headed and making recommendations on how companies can scale their business for social media.

Here are five key’s for building social media programs:

Leverage community for first tier marketing and support.

Integrate both in the customer lifecycle as well as your corporate website.

Launch a formalized advocacy program.

Invest in Social Media Management Systems before you lose control.

Here are some must-read articles for companies looking to build out an enterprise wide social media program:

Corporations Should Prioritize Social Business Spending

The Career Path of the Corporate Social Strategist

Keynote: Invest in Scalable Social Business Programs

View more presentations from Jeremiah Owyang

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Can Google’s +1 Rival Facebook’s “Like”

Posted on April 3, 2011 by Jason Sem in Corporate Social Strategy, Marketing Strategy, SEO, Social Media, Trends, Uncategorized | Leave a comment

Looks like Google is attempting to match Facebook’s “like” with their own version called +1. I can’t think of a more confusing name but I’ll wait to see it before passing judgment. Google has yet to release it so here’s a brief preview of what +1 will do and what it looks like:

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Are you a Social Media Ninja or Rockstar?

Posted on March 29, 2011 by Jason Sem in Corporate Social Strategy, Social Media, Social Media Consulting | 2 Comments

Find Your Social Media Title

If you’re a company looking to hire a social media professional, you’ve probably come across some interesting titles. I know it’s been difficult to keep up with the latest titles so I thought I’d clear it up and provide some guidance what a social media rockstar or ninja actually does. Below is a handy guide:

Expert
This expert title sounds pretty bland nowadays compared to the others but this was the first label bestowed upon anyone who had a Twitter account and could use the term “tweet” properly in a sentence. Its still bantered about often these days by traditional types and is a generic descriptor of someone who has actually been paid to be on Facebook. There are a lot of them out there with varying degrees of business acumen so be smart when hiring one of them. (see How to Hire for Social Media)

Guru
Social media Gurus have certainly contributed to the quantity of online conversation but there’s not much to be said about the quality. Sure they constantly re-tweet Mashable and Chris Brogan’s posts but who doesn’t these days. According to Gurus; social media is a spiritual quest which can only be obtained through liking and following others in addition to having 500 mayorships on Foresquare. So if you want to reach social nirvana hire a Guru which will guarantee you spend lots of money and have very little to show for it.

Evangelist
Amen brothers and sisters! All hail to the social engagement gods and let the digital spirit take you to majestic mountain tops and a higher Klout score. If you haven’t drank the social media kool-aid yet you obviously haven’t seen one of these social media ministers speak. For if you had, you’d be playing Farmville on Facebook right now instead of reading this blog post. If you want to avoid being cast into eternal digital damnation bring one of these to your next board of director’s revival and sit back and watch the confusion ensue. Hallelujah!

Ninja
According to LinkedIn, the Ninja title is gaining in popularity at the expense of Gurus. Apparently Ninjas are very adept at blogging and tweeting and have a penchant for creating power point presentations about blogging and tweeting (see dramatization here). While Ninja’s move with stealth and can tweet faster than Paris Hilton on Ritalin they don’t actually infiltrate your competition and eliminate the CEO as the title would suggest. They mostly blog and tweet about blogging and tweeting.

Rock Star
This term is usually reserved for anyone on the agency side of marketing who can do a tap dance for clients and make them think that they’re not only an expert/ninja/guru but that they’re also famous in the Twittisphere and have 5,000,000 people retweet them at the drop of a hat. They most likely can give a dynamite presentation and wow the board room but when it actually comes to addressing anything that resembles a business objective, they turn to jello and crap their pants. Good night Cleveland!!

Titan
This is the big time now. Titans are people of exceptional importance and reputation in the social media community. This is not a self-anointed title like those other plebe titles but one that can only be bestowed upon by the traditional media gods who don’t have an clue about social technologies. They see that someone has tweeted about 40 times yesterday and have their own badge on Foursquare and deem them worthy of Titan status. Apparently once someone has been proclaimed a Titan, they have reached god status in the social media fish tank and are atomically re-tweetable no matter how banal the post actually is. Take heed of these deities for they shall inherit the inter-tubes.

There is also another title which barely deserves mention but I thought I’d include it just to give some perspective:

Corporate Social Strategist
These are the lowest of the social media food chain. Pond scum if you will. These folks have the gall to think that traditional marketing and communication efforts have a place on this earth and for some reason they think that social media can be integrated with other digital and offline strategies. FOOLS! They might as well call themselves a leper and declare their love of Bolsheviks and anchovies. Unfortunately, the only organizations who will hire these people are those lowly little Fortune 500 companies who don’t have the sense to know when to hang it up and call it quits. All these strategists do is sit in a room and repeat the mantra: ROI..ROI…ROI.. When will they realize that the day of the corporation is dead. VIVA la Revolución!!!

Obviously, this post is a little tongue and cheek but it’s very interesting to see some of these titles bantered about in professional circles. Most of the social media professionals I know don’t use any of these titles as they’ve become pejoratives in the digital community. However, there are a few people who do call themselves ninjas, gurus, etc. Best advice is stay away from this lot.

Many thanks to Adam Evers who prodded me to write this post after a couple of beers and a very interesting conversation. He’s also the brains behind this online social media title test.

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How to Hire for Social Media Positions

Posted on March 14, 2011 by Jason Sem in Corporate Social Strategy, Marketing Strategy, Social Media, Trends | Leave a comment

With more and more companies looking to social media to drive business goals many are having a difficult time hiring for social media positions. Their desire to ramp up a social presence is outpacing their ability to hire the proper staff to do the job effectively. This, combined with the myriad of people with varying degrees of social media expertise, is creating confusion among executives on who to hire, what compensation level is appropriate and what title to bestow.

Many companies are going for the quick fix in hiring the young marketing coordinator or intern who definitely knows the technology but doesn’t necessarily understand the business aspect and the role social media needs to play in an overall marketing strategy. This can create frustration on the part of executives, who may have trouble grasping why social media is important and are looking for ways to prove its ROI.

Two distinct positions are becoming prominent with forward thinking corporations; the community manager and corporate social strategist. Many companies are looking to fill these roles with one position but it’s quite apparent that these two roles require very different skill sets. Here’s why:

Community Manager

Community managers are on the front line in a customer facing role and are the ones trusted by your audience. They’re the people that are the voice of your brand and are having online conversations with your potential customers every day. They have a passion (or should have) for the organization or brand and this shows in their discussions. The strange thing is that this person usually is not working in the marketing or PR department. They may be in customer support or a regional manager or cashier or may even be the janitor. They point is they have a passion for the brand, they know it backwards and forwards and when they speak to people about it their passion shows through. Finding the right person who has the online skills plus the passion is a critical component to a brand’s social strategy. (see Duluth Pack)

Altimeter Group

Corporate Social Strategist

This position is responsible for the overall social media program and is focused on deciding which listening and engagement platforms to use, educating executives on why social is important, integrating a brand’s social presence with customer service, marketing, PR, partners, stakeholders and most importantly delivers on the ROI question. A social media strategy won’t get off the ground without measurement therefore it’s important to find someone who has business experience who can tie in a brand’s social media efforts to overall business objectives. The difficultly lies in finding a person who knows the business side of things but also has a deep understanding for social technologies. Aim high when hiring for this role as it’s critical to your brand and customer relationships.

For a deeper dive into hiring for this position check out this article: Career Path for the Corporate Social Strategist.

The truth is that until social media begins to play a larger role in a company’s overall business strategy, these roles will be wrapping up into one job or is a part of an existing position. However, this won’t be the case for long as corporations are planning significant increases in social media staffing and platforms for 2011.

Altimeter Group

Standards for Hiring

So how should a company move forward in hiring a community manager or corporate social strategist? One social media’s thought leaders and the one I admire most is Jeremiah Owyang from the Altimeter Group who’s done a great deal of research into social media strategy and how companies can ramp up their social media presence. I combined his suggestions with some of mine in laying out standards for hiring and supporting the community manager and corporate social strategist:

Community Manager

Find someone who has a genuine passion for your brand, organization or industry.
Look for someone who’s fun, creative and has an engaging personality
Stay away from anyone calling themselves a “Ninja” “Guru” or “Rock Star”
Ensure a cultural fit, as the community manager will be the voice of your brand
Scrutinize how they have used social media in the past
Find a natural born connector – both internally and externally
Life experience trumps youthful enthusiasm so look for the former

Corporate Social Strategist

Hire a program manager rather than a social media “Ninja” “Guru” or “Rock Star”
Seek candidates with a track record of early technology adoption in their careers
Seek backgrounds that demonstrate the ability manage dotted-line resources and agency partners
Look for a corporate entrepreneur,comfortable with “calculated risks”
Ensure a cultural fit, as the social strategist will tack change management
Find a natural born connector – both internally and externally
Celebrate those risks by enabling them to “fail forward,” while clearing their obstacles
Enable them to connect to peers and invest in their knowledge and career growth
Protect your investment by providing new challenges, and compensate well – they are highly coveted

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Duluth Pack Finds Success with Social Media

Posted on January 29, 2010 by Jason Sem in Corporate Social Strategy, Minnesota, Return on Investment, Social Media | 1 Comment

In my many years of hiking, canoeing and camping throughout the Minnesota’s Boundary Water Canoe Area (BWCA), I have acquired quite an arsenal of camping paraphernalia, including my most prized position; a #4 Duluth Pack that safely caries all my gear through rain, snow and wind. It’s one of the few products on the planet that are built to last. In fact, Duluth Pack guarantees their packs…for life.

As an interactive marketer, I thought that this company would be a perfect fit for social media as it has a loyal customer base and manufactures a product that invokes great memories of past adventures. Much to my surprise, this old company had already taken to the new media with a significant presence on Twitter, Facebook and the blogosphere.

Return On Investment

I recently had the opportunity to speak with Molly Solberg, who is behind all this social networking for Duluth Pack, and was able to get her take on how they have approached social media and if they have managed to realize an actual return on investment.

As it happens, they have been able to build significant sales growth through their social engagement with little capital investment. They’ve been able to drive significant amounts of traffic to their website via Facebook, Twitter and their blog; all within one year. Through their social networking they managed to get the attention of a New York Times reporter and were mentioned in a NYT article that eventually resulted in a flood or orders from all over the world. This led in turn led to further mentions on blogs and other social networks and eventually resulted in a couple of significant new corporate accounts. Talk about a return on investment.

Keys To Success

Much of Duluth Pack’s social media success can be attributed to Molly who has the gift for gab and is comfortable being social in an online setting. Her interactions on Facebook and Twitter are quite genuine and friendly with and most importantly; engaging. Her blog posts on river canoe trips, winter camping and the BWCA speak directly to their target audience and in essence act as a resource to people interested in these activities.

Molly doesn’t just talk about how wonderful their products are but she makes sure to talk about camping and canoeing while also being conversational , mentioning things like the Vikings game, how cold the weather is in Duluth, links to bears having babies….you name it. She engages people in everyday conversations and makes the effort to thank them for their comments and suggestions and is willing to share what’s going on with the company. Its not just about selling, it’s about being social, which eventually leads to a sale.

Observing Duluth Pack’s social media success has solidified my belief that one of the most important aspects of a successful social networking strategy, not only relies on a solid plan, but also greatly depends on who you have conversing on those social channels. Identifying the right people who have the proper temperament, social skills, passion, and know-how can make the difference between wasting staff time and driving major sales opportunities.

Duluth Pack Finds Success with Social Media

I’m an avid camper and make it my mission to take as many camping trips as possible in a year. My main love happens to be Minnesota’s Boundary Water Canoe Area (BWCA), one of the country’s largest and most pristine wilderness areas. In my many years of hiking, canoeing and camping throughout the BWCA, I have acquired quite a arsenal of camping paraphernalia, including my most prized position; a #4 Duluth Pack that I received as a wedding present.

This pack is a true camping companion carring all my gear through rain, snow and wind and is on of the few products on the planet that are built to last. In fact, Duluth Pack guarantees their packs…for life. What’s not to love about that. I’m even lucky enough to have a friend who works at the company (founded in 1882) and was lucky enough to go on a tour of the factory. I was surprised to see how small their building is and even more surprised to see how everything is done by hand…the old fashion way. What a concept.

As an interactive marketer I thought that this company was a perfect fit for promoting itself through social media as it has a loyal customer base and is one of those products that invokes great memories of past adventures. Much to my surprise, this old company had already taken to the new media with a significant presence on Twitter and Facebook.

And I found out, that my friend, Molly Solberg, was behind all this social networking, so as you can imagine, I was very excited to get her take on how they approached social media and if they managed to realize a return on investment.

As it happens, they have been able to build significant business through social engagement. Through their presence on social media, they’ve been able to drive significant amounts of traffic to their website via Facebook, Twitter and their blog within one year. Through their social networking, they also have been mentioned in a New York Times article that produced orders from all over the world, that also led to mentions on blogs and other social channels and eventually led to two new significant corporate accounts. Talk about a return on investment.

Much of Duluth Pack’s social media success can be attributed to Molly who has the gift for gab and is comfortable being social in an online setting. Her interactions on Facebook and Twitter are quite genuine and friendly with and most importantly; engaging. She doesn’t just talk about how wonderful their products are but also talks about camping, canoeing, the Vikings game, weather….you name it. She also engages people and thanks them for their comments and suggestions and is willing the share what’s going on with the company.

It made me realize that a successful social media presence not only relies on a solid strategy, but depends on who you have conversing on the social channels. There truly needs to be a personality fit with the channels and doesn’t necessarily have to be someone from the marketing or public relations department.

C-Suite Expecting Social Media To Do Some Heavy Lifting in 2010

Posted on January 29, 2010 by Jason Sem in Corporate Social Strategy, Return on Investment, Social Media, Trends | 1 Comment

Just this last week I had the opportunity to attend the Saint Paul Area Chamber of Commerce Annual Event where attendance was around 600 people with a large contingent of executives from companies such as Xcel Energy, 3M, Ecolab, US Bank, Comcast, and Securian. I had the opportunity to chat with a few of them and when I mentioned my experience with social media and interactive technologies they all immediately asked me the ROI question.

That elusive social media return on investment question that until recently had not been answered to anyone’s satisfaction. Especially those chief marketing officers (CMOs) whose lifespan at a company averages around 28 months. That’s not much time to make a difference so it’s no wonder their focus is on getting results….and fast.

A recent CMO study by Bazaarvoice (CMOs Plan for Higher Social Media Measurability in 2010) recently came out with some interesting stats on how they see social media in 2010. Here are some of the highlights:

Only 36% of CMOs measured social media’s impact on conversion
Only 22% measured social media’s impact on revenues in 2009
72% CMOs who answered that they did not attach revenue to social commerce in 2009 said they would create such a link in 2010
81% expect to link up to 10% of their annual revenues to their social media investment in 2010
The fastest-growing metrics to be tracked in 2010 include revenue, conversion, and average order value

Things have started to change and marketers are starting to find ways to effectively gauge and measure their social presence but there’s still some work to do. It’s not all about the conversation anymore; it’s about how the conversation can influence bottom line sales. Social networking now has the attention of the C-suite so it’s now time for social media to step up, start doing some heavy lifting and show its true business value.

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