Oracle is only the first of a long line of IT High Tech companies beginning to look seriously at social media as a tool to enhance their partner programmes.
Judson Althof , Oracle’s GVP for worldwide partners and alliances, reported the following positive results that Oracle says it has realized from the Oracle Partner Network (OPN) social-media initiative:
- Adoption rate. “Since we started using social media,” says Althoff, “we’ve conducted virtual training for 25,000 partners, who place particular value on partner-to-partner engagement. For me, this positive partner feedback provides qualitative support for the business case.”
- Increased confidence. Althoff adds: “With social media we tie comments back to specific partners and individuals. Social media also offers the option of anonymity. It takes courage to stand up in a crowded room and ask a question. For mike-shy participants, social media removes that barrier.”
- Productivity. “I don’t waste time wondering if a new program will be adopted — because I know it has been designed upon authentic conversations from hundreds, even thousands of partners,” notes Althoff.
- Reduced costs. “My communication costs continue to decrease with social media,” says Althoff. “We also improve communications quality — because we speculate less about what partners need. Overall, we reach more partners in shorter time frames at less cost.”
- Higher employee satisfaction. “Our people feel engaged. They feel good about creating programs that are based upon direct partner feedback. Social media narrows the gap between what our partners want and what we know we’re delivering.”
- Increased interest from the press. “Discussions that start in social media can quickly extend into the mainstream press,” notes Althoff. “Aggregate global OPN press mentions are three to four times higher per month as a result of discussions that start in social media.”
These observations were supported by an indepth case study by Gartner and are further supported by research out later today from Accenture which is expected to confirm these findings and offer new insights into social media use in enhancing customer relationships.
If you don’t have a partner portal taking full advantage of social media yet, perhaps its time you investigated this option further?
Mike Nevin
Managing Director
Alliance Best Practice
