Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     NEW: Inkjet Resources & Knowledge Base     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

Digital Color Graphics' social media experiments in business development

Published on August 15, 2011

Jim Rosenthal Vice President and Chief Operating Officer for Digital Color Graphics explains how they're playing with social media not just for adding sales as a way of raising brand awareness and prospecting.

My name is James Rosenthal and I am Vice President and Chief Operating Officer of Digital Color Graphics, located outside of Philadelphia in Pennsylvania.  

We’ve sort of been playing around a little bit with social media, not necessarily for selling product and services to our customers, but more as a method to help promote ourselves and what we do and maybe create a little bit of a buzz in the community about some of the things we do.  We’re not looking at it as a replacement for hard, traditional sales techniques.  Our clients tend to like face time and like us to be in front of them and like the handshake and like the hands on approach we take with their projects, but from a just sort of creating an atmosphere of… that we’re out there in the community, that we’re a part of the community, we’ve found social media, Facebook, LinkedIn a little bit to be very helpful.  

Actually, if you consider LinkedIn part of social media, we like to use it a lot for prospecting.  That’s a way for us to find qualified potential leads, do some market research on their companies and who they are and what they are and what they do, and then give that to our sales people to hopefully develop business.  So from our standpoint, I think  social media if more of a business development tool and it’s just one more tool in our toolbox as opposed to that’s the way we’re going to generate millions of dollars’ worth of business.  

Through Facebook, we try to limit the conversation because we feel that there’s a professional aspect to what we do.  You know, if I’m friendly with… happen to be personally friendly with a customer, I might communicate from time to time with them on Facebook, but I find… personally I find it’s easier to pick up the phone and have a conversation with them.  You know, Facebook has a sort of, you know, one-liner quality to it that, you know, it’s just a quick one-liner to send something, you know, to send to someone about something they may have done, you know, congrats on your birthday.  But I don’t think that’s a way to have a conversation with someone and work with them to build their business and of course, obviously build our business.  

I think it’s very important to be engaged.  I also think it’s very important to understand how it’s used.  I also think it’s important to understand that there’s… you can get a lot of positive out of it, but you better be really careful about negative effect.  It very quickly… we actually had an incident where one of our employees had a bad day at work and he put it on his Facebook page.  And I got a call from a customer that said, “I hear your place is a lousy place to work.”  And so, we had a conversation internally about what our policy is on it and we also had a conversation with the employee to understand what he was thinking.  And it was a helpful situation for us, we resolve dour situation for him and that all worked out, but also to understand the impact of what all of our employees do and say in the community because we work very hard at our image in our community.  We have… we keep our clients because they’re loyal to us, they trust and that trust and that good vibe about us is really important.  

So I think it’s really important that companies understand the power that social media has, but also understand how to use it and make sure it’s not in the hands of the wrong… that the keys aren’t in the hands of the wrong people.  

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Zumbiel Packaging Production Inkjet-Flexo Production Platform

Zumbiel Packaging Production Inkjet-Flexo Production Platform

Published: July 25, 2017

Ed Zumbiel shares his thoughts on Zumbiel Packaging's exciting new digital-flexo hybrid packaging press for folding carton production. The press includes the first installation of Kodak PROSPER 6000S production inkjet press for folding cartons production.

 

Video preview: Frank on Comic Books, Paper from Stone and Retail Waste

Frank on Comic Books, Paper from Stone and Retail Waste

Published: July 21, 2017

Frank opines about blank comic books going back to print, paper made from stone, and all the waste generated by online retail. These are not related, except in Frank’s warped mind.

 

Video preview: How to Protect Your Business when Managing Software Projects

How to Protect Your Business when Managing Software Projects

Published: July 20, 2017

Jennifer Matt interviews Chris Reisz-Hanson, software architect about how to protect yourself. One of the key questions that is often missed is "who owns what?" Where is the source code stored? If you own the software, you should have access to the source code under an account in your business name.

 

Video preview: Print and Marketing: An Awesome Relationship

Print and Marketing: An Awesome Relationship

Published: July 18, 2017

Cece Smith, President of Toolbox Studios, worked for P&G for many years and brought her marketing expertise to SmithPrint. Now with her branding and marketing business operating as a sister company to SmithPrint, the two exploit the symbiotic relationship the two businesses offer to their respective clients. Smith cites her attendance at Dscoop as a key turning point for realizing how the two could be blended. She provides invaluable insight on how to create programs where print is not commoditized.

 

Video preview: Frank Finds A Museum of Interesting Things at EastPack

Frank Finds A Museum of Interesting Things at EastPack

Published: July 14, 2017

While visiting EastPack, Frank is unsurprisingly drawn to a booth called "The Museum of Interesting Things" and talks to Denny Daniel who shows him some of the cool things in their collection.

 

Video preview: Standards Update: Barcode and Digital Watermarks for Active and Intelligent Packaging

Standards Update: Barcode and Digital Watermarks for Active and Intelligent Packaging

Published: July 11, 2017

Laura DiSciullo, SVP of Marketing and Product Management at GS1 US talks about the history of GS1, they created the UPC barcode, and barcode and digital watermarks technology that is enabling active and intelligent packaging.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved