This is a story about the bond between a brand and a customer and the importance of relationships to do good things together…
Guest post by Steven Gadecki, Director of Digital Marketing at SONY Pictures Television – Follow him on Twitter
Guest post by Ashley Furness of Software Advice
When Microsoft announced plans to buy enterprise social network Yammer recently I was a little stunned. The reported $1.2-billion acquisition price tag seemed like a lot for simply replicating social networking functions in the business environment. Would companies really achieve ROI? Or would it be more of a “distraction,” as one user told me?
I was recently asked to join a group of experts to contribute thoughts on trends driving the evolution of CRM over the next five years. I must say, that it’s a group of individuals whom I not only respect, but also am lucky enough to know in the real world.
- Ray Wang, Principal Analyst & CEO at Constellation Research
- Brent Leary, Owner at CRM Essentials
- Esteban Kolsky, Principal & Founder at ThinkJar LLC
- Denis Pombriant, CEO at Beagle Research Group, LLC
- Paul Greenberg, Owner at The 56 Group, LLC
As the headline implies, even though Social CRM exists as an official category, what it is and what it is not is blurry and hotly debated. No, it doesn’t need a new definition. And, no, it doesn’t need new leadership. sCRM, and now “social enterprise” as categories could however, benefit from clarity around what it is they’re solving for, which companies actually provide solutions against those objectives, and ultimately, how everything works together for the benefit of customer engagement and relationships.
Part 8 in a series introducing my new book, The End of Business as Usual…this series serves as the book’s prequel.
Social media says so much and so very little at the same time. First, social media implies that media is just that, social. But when you study many of the best practices or test the advice dispensed through popular “top 10″ posts, you find that at the heart of notable social media successes is simply brilliant creativity and desirable incentives, not necessary authentic or genuine value or engagement. With every Tweet or Like to win campaign, hilarious viral video, and user-generated promotional series, businesses make social media more of an oxymoron than a movement to transform two-way conversations into improved customer relationships.
Part 5 in a series introducing my new book, The End of Business as Usual…this is not content from the book, this series serves as its prequel.
What do people want? If you don’t know, why not ask them?
It’s not a widely kept secret, but customers do indeed keep companies in business. While businesses have long invested in improving customer relationships, the time has come to think beyond efficiencies and automation and examine new opportunities to rethink customer experiences overall. Why? Customers are more connected than ever before. The role they play has exploded beyond transactions and is now influencing the transactions of others as well as contributing to the brand experience at levels never before seen.
If you’re reacting, someone else defines what you’re going to do, rather than defining what people need to do.
Your businesses faces great change. This statement is true about customers, competitors, and everyone else affecting market behavior. The question is, what are you going to do about it?
Guest post by Paul Greenberg, author of CRM at the Speed of Light. Follow him on Twitter, please read his blog.
First things first. Thank you, Brian. I am truly thrilled that I’m getting the honor of addressing your friends and I’m more thrilled even to be able to call you a friend.
Social media and marketing have become synonymous over the years. At the same time, social media is placing the customer back in customer service. Each movement represents important and overdue (r)evolutions within business, but this is just the beginning. With every step toward progress we make in social media, we uncover what’s necessary to make real headway in the progress of progress.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.
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