Yammer is a secure Twitter (and more) for your internal organization. We have been trying it out and one feature I really like is the occasional email reminders letting me know the activity going on within our account and the gentle coaxing to participate. The emails are short and to the point and usually start off with “We haven’t heard from you lately.” Then it provides some ideas for posting and a link to login.
Although I’ll admit that the majority of the time I delete the emails, Yammer is persistent, yet doesn’t nag. Eventually, Yammer catches me between tasks and the reminder works as I’ll log in to catch up and the ideas for posting give me a quick starting point. I’m not a Yammer addict yet, but with respect to email reminders, they’ve certainly done a great job.
There are two interesting aspects of Yammer’s lead nurturing program here. First, this program is a response to a lack of activity on an account. This is a subtle, yet important, distinction. The vast majority of nurturing programs are reactive; a user is enrolled into the program as a result of submitting a form, visiting a landing page, etc. In essence, this program must be running continuously and must check for inactivity on an account. The second interesting aspect of this nurturing program is that it must take into account activity data that it assumably stored in a separate application database (my next post will show you how to do this in LoopFuse OneView).
Does your organization automatically engage with users/prospects based on inactivity?
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