Ed. note: This is part of a series of excerpts from The Social Customer, the new guide to social customer acquisition, monetization, and retention by Adam Metz. For the first entry, go here. This installment continues Chapter 13: Social CRM Strategy. Adam lays out the creation of a social CRM strategy. Now that… More»
Ed. note: This is part of a series of excerpts from The Social Customer, the new guide to social customer acquisition, monetization, and retention by Adam Metz. For the first entry, go here. This installment continues Chapter 13: Social CRM Strategy. Adam discusses the components of social CRM strategy, and looks at… More»
Ed. note: This is part of a series of excerpts from The Social Customer, the new guide to social customer acquisition, monetization, and retention by Adam Metz. For the first entry, go here. This installment begins Chapter 13: Social CRM Strategy. Adam discusses the importance of a social media management system. Now that… More»
Ed. note: This is part of a series of excerpts from The Social Customer, the new guide to social customer acquisition, monetization, and retention by Adam Metz. For the first entry, go here. This installment begins Chapter 12: The Methodology. Adam shows his roots via Li and Bernoff. The Social CRM methodology all… More»
Ed. note: This is part of a series of excerpts from The Social Customer, the new guide to social customer acquisition, monetization, and retention by Adam Metz. For the first entry, go here. This installment continues Chapter 11: Metrics and Rationale. Adam reviews the history of the social Web, with a glimpse… More»
Ed. note: This is part of a series of excerpts from The Social Customer, the new guide to social customer acquisition, monetization, and retention by Adam Metz. For the first entry, go here. This installment begins Chapter 11: Metrics and Rationale. Adam begins to explain how to interpret your organization's needs for… More»
Ed. note: This is part of a series of excerpts from The Social Customer, the new guide to social customer acquisition, monetization, and retention by Adam Metz. For the first entry, go here. This installment finishes up Chapter 10: Seamless Customer Experience. Adam shares some thoughts behind the concept of the 23… More»
Ed. note: This is part of a series of excerpts from The Social Customer, the new guide to social customer acquisition, monetization, and retention by Adam Metz. For the first entry, go here. This installment continues Chapter 10: Seamless Customer Experience. Adam goes upscale with the service model. VIP EXPERIENCE (NUMBER 22) What Is… More»
Ed. note: This is part of a series of excerpts from The Social Customer, the new guide to social customer acquisition, monetization, and retention by Adam Metz. For the first entry, go here. This installment is the start of Chapter 10: Seamless Customer Experience. Adam discusses something every company wants to say… More»
If you watch the TV show Mad Men, you can see the “old” way companies collaborated with their customers. In one episode Dr. Faye Miller, a consumer psychologist, ushers a group of secretaries into a conference room to discuss makeup and their “beauty routine”; Dr. Miller asks focused questions, and… More»
Let’s take a step back in time to 2000, when customer support as we know it today was pretty different. For example, say you received your first cell phone bill, and it was $100 too high. You’d call the phone company’s call center, and be put on hold for five… More»
DYNAMIC SOCIAL SUPPLY REALLOCATION (NUMBER 11) What Is It? This is where we begin to explore the notion of the “social supply chain.” The idea is that brands will be able to reallocate products that are in the supply chain, dynamically, based on customer conversations on the social Web. I call it the… More»
There are some Social CRM sales solutions in this chapter that will make you want to go out and start using them tomorrow. The cool thing is, you actually can do that. Take, for example, the Sales 2.0 software InsideView. If you really wanted to use it, you could put… More»
RAPID SOCIAL MARKETING RESPONSE (NUMBER 3) What Is It? I know, this sounds just like social marketing insights, but it’s actually the next logical step—defending the brand in a short response time (around five minutes). This is the use case that really validates Social Marketing Insights. For example, let’s say you sell all-natural… More»
So now you’ve got the foundation of what you can do with Social CRM. In the next six chapters we’ll look over the “smaller,” more granular use cases, so you’ll understand the finer points of what your team can do with Social CRM. You’ll probably want to write all over… More»
To find the first part of this post, check out yesterday's post. Middleware Brands use middleware to automate work flows and apply business rules to events from the social Web. Also, if your brand wants to make things happen (book events, process returns) across multiple systems, middleware is going to be a… More»
BREAKING DOWN SOCIAL CUSTOMER INSIGHTS: THE FIVE Ms OF SOCIAL CRM Before we get into granular specifics use cases, and what each of them looks like on a day-to-day basis, let’s break down the foundation, the Five Ms of Social CRM, so you understand Social Customer Insights and the baseline use… More»
I’ve had many an executive ask me, “What exactly can we do with social CRM, besides field customer complaints and solve problems?” I usually tell them they’ve already discovered the two key use cases, but there are about 21 more to go, and we better keep moving if they ever… More»
How Visible Are Your Conversations? Here’s another example on the visibility of the conversation when your brand manages the social customer. (See Table 3.1.) Let’s say you’re selling mobile phone service and an unhappy AT&T customer, who we’ll call Jane, is frustrated because her Apple iPhone contract ended in June 2010… More»
Case Study: Tropicana Orange Juice Tropicana Orange Juice, part of the PepsiCo brand family, learned the hard way, in January 2009, that not engaging the social customer could be very costly. The brand launched a full-scale package redesign, replacing their decades-old “straw in an orange” packaging with a minimalist, sans-serif design.… More»
THE 10 COMMANDMENTS OF SOCIAL CRM I was reading a blog post the other day by Radian6’s Lauren Vargas (Director of Community) that gave a few solid best practices, and I realized that no one had yet written the 10 commandments of Social CRM. So, I’d like to run through them… More»
Social Customer Relationship Management (SCRM) is something that the “godfather of CRM,” Paul Greenberg, first defined in his groundbreaking book, CRM at the Speed of Light, a few years ago. The way he wrote the definition was true to the social Web: he gathered a bunch of CRM consultants to… More»
Ed. note: This is part of a series of excerpts from The Social Customer, the new guide to social customer acquisition, monetization, and retention by Adam Metz. For the first entry, go here. This installment continues Chapter 2: The “How” and “Where” of Engagement and the Four Social Customer Scenarios. Adam discusses… More»
This installment continues Chapter 2: The “How” and “Where” of Engagement and the Four Social Customer Scenarios. Adam answers the cliffhanger question from last time, and expounds on unsuccessful social brands. “What you’re going to see is that right now social media is very separate, basically to make it an integrated… More»
Ed. note: This is the second in a series of excerpts from The Social Customer, the new guide to modern marketing by Adam Metz. For the first entry, go here. While using social media and becoming a social customer is hardly an act of rebellion, at some point it was. My Yelp.com… More»
I get asked this question all the time: “Who should I follow in Social Customer Relationship Management (social CRM)?” So, I created a Twitter list, SocialCRMMasterminds . I took the name from Napoleon Hill’s “Think And Grow Rich,” from his master-mind group. Well, the other night, I took a moment to devise… More»
Many people know that grocery is “1 percent business,” meaning that the typical profit margin is about 1 percent. And there are software vendors like MyWebGrocer who are trying to help the grocery stores of the world get on to the social web. And that’s a noble goal. Except when… More»
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