Bertrand Duperrin's Library tagged brand → View Popular

Filter:
All
Annotated

28 Dec 09

The Conversation Maturity Model: From Listening to Leading in Social Media

"Although the concepts may be simple, there are plenty of reasons brands are not effectively starting conversations -- from incomplete strategies to limitations in technology. There is more to offer here in terms specifics on these limitations - and more importantly, solutions helping companies address to them... "

www.capturetheconversation.com/...ing-to-leading-in-social-media - Preview

conversations leadership brand communication strategy socialmedia maturitymodel

17 Nov 09

What is Social CRM and why it is important

"Social CRM is the business strategy of engaging customers through Social Media for building trust and brand loyalty."

www.customerthink.com/...al_crm_and_why_it_is_important - Preview

socialcrm trust customers brand brandloyalty engagement financialperformance

Research has shown strong evidence that Social Media Engagement correlates to Financial Performance
Engagement is more than just setting up a blog or Facebook profile and letting viewers post comments,

12 Oct 09

Social Media Strategy Framework in 11 languages

"Given the extreme popularity of our Social Media Strategy Framework, we decided to translate it into other languages. The translations have been serialized on my blog over the last couple of weeks, and here they are compiled into a single post."

rossdawsonblog.com/...10_translations.html - Preview

socialmedia strategy framework governance objectives marketing brand conversations engagement

06 Oct 09

On Social CRM Options

"The discussion around Social CRM is entering a phase whereby we are trying to move away from turning around in circles about semantics, towards a more practical and pragmatic approach that businesses can identify with so as to consider implementing it. I won’t deal with CRM Vendors here, as Social CRM can be seen as an extension to CRM. As a primer on SCRM I suggest you look at Bill Band’s article on Customer Think. The main idea that we all do agree upon is that we need to become customer-centric in order to respond to their changing needs and expectations, and this may have some major ramifications on the way we organise our businesses."

marktamis.wordpress.com/...on-social-crm-options - Preview

socialcrm socialmedia marketing socialmarketing socialmediamarketing brand communities ideation feedback insourcing

We have settled on the idea that we cannot manage what is being said about us (as long there is any Buzz we should be happy, right?). What we do need to do is understand what is being said and for which reasons
Community and conversation is all - if the consumers trust the community, they will extend the trust to the brand
4 more annotations...
- Providing a platform that can house a community around your Brand and attracts prospective customers would be the next step. The objective is not to gain control, but rather better monitor what is going on, find opportunities, work on your reputation by adding value rater than pushing a message, and react in a timely manner to any issues.
- The main idea behind this is that we take existing data available through the CRM system about our customers (not only profile information) and mix it so that get a full 360° view that includes history and information gathered from monitoring and analysis as well as information from 3rd parties.
- In the way that Brand Communities can be used for customers to share and collaborate, the same platform could also be used to let cross-functional teams (and even cross-organisational if we also include partners and suppliers) collaborate
- Insourcing is about allowing your employees to collaborate directly with your customers, such as your store personnel providing product informationor answer support questions through the likes of Twitter

10 Sep 09

Salesforce Pushes Social CRM Technology –But Don’t Expect Companies To Be Successful With Tools Alone

Salesforce launches a new set of social apps that make CRM connected to the social web. So what does it mean?

Salesforce’s Twitter integration and application launch helps brands monitor what’s being said. Yet despite the fanfare, the application lacks a pre-determined way to identify the profiles of Twitter profiles and primary keys within the CRM database. Secondly, the system doesn’t provide a default setting to prioritize the influence (such as more followers) vs a profile with few followers –limiting the ability for brands to prioritize their support offerings.

www.web-strategist.com/...be-successful-with-tools-alone - Preview

crm socialcrm salesforce twitter socialweb brand technology process strategy change

Despite Salesforce’s technical announcement, this doesn’t mean success for their customers. Technology is only 20% of any enterprise change, the other 80% is culture, process, roles, and strategy change –key requirements that Salesforce is not equipped to provide.

15 Jul 09

Breakdown: The Five Ways Companies Let Employees Participate in the Social Web

Consider this a supplement to my latest report on “How Companies Should Organize for Social Computing“. I continue to get questions from clients, and have spent time with more large brands are connecting with customers. Diving in further, I’ve noticed that there are three ways that companies allow employees to participate. Update: On a related note, I gave my thoughts to CNBC about the roles of social within corporations.

www.web-strategist.com/...-participate-in-the-soical-web - Preview

socialmedia socialweb employees brand culture policies

23 May 09

Twitter: A Marketer's Duct Tape

Third, and perhaps most importantly, it is very easy for people to join, and to self-organize around topics, companies, individuals, and events. In this sense it is an incredibly "democratic" medium — with all the control at the ends of the network. Our Diamond Fellow David Reed wrote in the Harvard Business Review many years ago about the power of self-forming networks, so potent because of their innate flexibility.

blogs.harvardbusiness.org/...ter_a_marketers_duct_tape.html - Preview

twitter marketing microblogging selforganization brand