Goodbye 3 Martini Lunches Hello Social CRMposted by Anna Mar, June 20, 2011
The days of three martini lunches with commission sales people are over.
New generations of consumers don't need a handshake and a smile to make large purchases. That's not to say that sales will become less social. On the contrary, companies will need to be more socially engaged with customers — the age of the social CRM has arrived.
Social CRM CapabilitiesThe theoretical applications of social CRM are virtually endless. For example:
Market ResearchMarkets are social constructs — what better way to research market conditions than with social software.
Social CRM enables ad, product, competitor and consumer research.
Brand CommunitiesPromote brands by engaging customers by demographic, interest, industry and community.
Business DevelopmentSocial CRM facilitates product development and sales planning.
PublicitySocial technologies are emerging as commercially significant publicity tools.
PricingEngage consumers on pricing — negotiate and determine price sensitivities.
Relationship MarketingNurture relationships with existing customers and leads.
AdvertisingCrowdsource ads and deliver via social tools.
LoyaltySocial CRM engages customers on products, brand, loyalty programs, promotions and customer service.
A Better World?Past technological advances in marketing triggered by cheap print ads and television were widely criticised for:
- creating a superficial consumer society
- manipulating people's weaknesses, emotions and desires
- enabling propaganda
- targeting children etc ...
Marketing driven by powerful Social CRM software has significant potential to drive sales — it also has great potential for consumer exploitation.
Enterprise Architecture (EA) is supposed to help manage IT risks
— but is it possible that EA itself introduces new risks?|
Don't worry about people stealing your ideas. If your ideas are any good, you'll have to ram them down people's throats.
~ Howard Aiken |
Why risks and even vulnerabilities aren't necessarily bad.|
Take a few minutes to learn about the Zachman Framework — a framework for Enterprise Architecture. |