Bertrand Duperrin's Library tagged conversation →  View Popular, Search in Google

"

John Battelle, the founder and executive chairman of Federated Media Publishing, explains in this interview what it means to understand content not as a constellation of sites, but as a system of conversations – and looks at the implications for marketers. "

economy conversation conversationeconomy engagement marketing socialmedia metrics kpi

"This morning I am presenting to the Council of Chief Privacy Officers in Montreal. My subject is social media in the enterprise and particularly why they are good for business. The presentation includes examples and links to social media policies."

socialmedia privacy hierachy networks knowledge conversation knowledgesharing work social learning collaboration leadership policies governance

"L’histoire de l’entreprise entre dans sa troisième ère. Après l’ère primaire de la machine, puis l’ère secondaire des systèmes d’information, vient la troisième ère, celle des réseaux sociaux"

enterprise2.0 socialnetworks socialbusiness valuecreation conversation peole IT informationsystem

First, there seems to be a consensus on the definition already. We all agree on its general characteristics. We see it as the use of social and traditional CRM tools and processes to support a strategy of customer engagement. Or some permutation of that.

Second, there's too much other work on Social CRM to do. Its time to start figuring out and documenting the business models, policies, practices, processes, social characteristics, applications, and the methodologies that we need to actually carry it out. There is some great work going on in those Social CRM areas already with folks like Graham Hill, Denis Pombriant, Thomas Vander Wal, Brent Leary, Prem Kumar, Chris Carfi, Bill Band, Natalie Petouhoff, Mike Fauscette, Michael Maoz and Ray Wang, among others (please forgive me if I didn't mention you. There are many others). But we need to create a repository for all this work - and an institution that can represent it agnostically. Right now, the body of practice out there is all over the place. Even with this, the work on Social CRM's "how" needs a dramatic escalation now.

So, I'm providing one last aggregate look at what I see Social CRM to be. When the 4th edition of CRM at the Speed of Light comes out, you'll see a lot of the what and how in that nearly 800 pages. This is the condensed - black hole condensed - version of that.

I hope that I'm reflecting the consensus. If not, I'm sure the discussion will go on. But as far as I go, I'm interested in the more substantive discussions on what we actually have to do - not how it differs from traditional CRM nor what we're talking about when it comes to "social" and whether or not we are going to call it CRM 2.0 or social CRM.

socialcrm crm customers conversation

Greg Oxton from the Consortium for Service Innovation (CSI) shared with me a model for understanding how engaged enterprises really are:

* 1% of customer conversations are assimilated as organizational knowledge
* 9% of customer conversations touch the organization, but no learning occurs
* 90% of customer conversations never touch the organization

crm socialcrm engagement socialmedia information decision decisionmaking customers conversation knowledge organizationalknowledge