Customer segmentation, database management and technology integration were the dominant themes discussed during a recent Visible Webcast on “Social CRM – the Move from Buzzwords to Action” with guest presenter Zach Hofer-Shall of Forrester Research. Zach shared the four things marketers need to know about social CRM, namely:
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0 comments 1,446 readsPosted on 2011-02-15
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2 comments 934 readsPosted on 2010-11-15
I’m here to tell you that corporate social media listening – if not handled correctly – can be detrimental to your brand; an unusual claim considering the company that signs my paychecks. But it’s true.
Corporate and brand social media (insert your favorite term here – tracking, monitoring, listening, intelligence) has exploded over the past three years, driven mainly by the popularity of powerful social networks we don’t need to name anymore. Social listening pretty much got its start in most companies when one business group, or in some cases, one individual decided it was time to move beyond Goggle News Reader and implement a more robust software tracking platform on behalf of the company.
So far so good.
As insights from ‘first generation’ corporate listening programs are shared across an organization, the number of new business teams that also want to initiate social listening programs...
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0 comments 1,241 readsPosted on 2010-09-23
I had the pleasure recently to be part of a panel discussion about social media listening at this year’s Advertising Week conference in Washington DC. In addition to the usual basic questions about social media monitoring, measurement and brand activation, the session got me thinking about how much more the advertising industry should be doing to tap into social media to deliver improved results for clients and better service for consumers.
There are plenty of brands and agencies that utilize a social media listening platform to track consumer buzz and sentiment after they launch an advertising campaign, but that’s social media monitoring 101. The objective should be to transition from static after-the-fact social media monitoring to active Social Media Intelligence.
Social Media Intelligence occurs...
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0 comments 1,020 readsPosted on 2010-09-17
Corporate social media listening is starting to exhibit the characteristics that will eventually lead to enterprise Social Intelligence. That’s just one of the many interesting new insights contained in the latest Forrester Research Report: Trends 2010: Listening Platforms.
Unlike its earlier WaveTM Report that focused on the top vendors in the industry, this report in many ways is even more valuable for brands. The findings are based on a survey of more than 150 listening platform customers around the world. I can’t give away all the good nuggets since this is a subscription-charged report from social listening expert analyst...
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2 comments 2,052 readsPosted on 2010-09-01
I’ve been hearing and reading a lot lately about Social CRM, or as some call it, SCRM, but never thought I’d have anything to say about this topic because I didn’t really think when I joined Visible Technologies five years ago that I would have anything to do with SCRM. Man, I was wrong.
Although I’m certainly not an expert in SCRM, I’ve been working over the past few months with several companies that I would say are building the foundation for what their companies’ SCRM may look like in the future. These Fortune 500 brands are not fully focused just yet on SCRM, or even totally understand the implications of social media on their traditional CRM systems. Most probably wouldn’t even recognize some of the new proposed definitions of SCRM that have been shared across the Web.
However, what they are doing...
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2 comments 1,100 readsPosted on 2010-07-26I’ve been reading and participating in Forrester “Wave” reports for years and it’s always interesting to see how people react to the vendor technology evaluations in these reports. Sure, it’s always great to be selected as one of the companies to participate and we are certainly thrilled to continue to be ranked as one of the top providers in the industry, but for me the real value of the Wave Report goes far beyond which companies were named “Leaders” and “Strong Performers.”
The inside information and trend data collected and synthesized by the lead analyst, in this case the extremely knowledgeable Zach Hofer-Shall, is usually as valuable, if not more, than designated vendor bragging...
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0 comments 1,150 readsPosted on 2010-03-03
I have been part of the social media generation – professionally and personally – for a number of years, but last week was the first time I found myself social networking in the midst of a potential crisis situation – the Hawaiian Islands Tsunami Warning while vacationing in Maui.
Being jarred out of bed at 6 a.m. on a Saturday during vacation by the sound of emergency sirens blaring across the island is not something I will soon forget. The Tsunami Warning announcement slipped under our door from the Maui Westin Resort staff didn’t offer much comfort and advice either, especially given the hotel wasn’t even built the last time a major tsunami hit this island in 1960. To make matters even more concerning, our oceanfront room was roughly 1,000 feet from the pristine West Maui beach.
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