Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Stop MANAGING your customers and start ENGAGING them!
Posted on May 10th 2012
Companies are struggling with how to approach their customers in social media. The available technology is often narrowly focused and companies are intimidated by the fact that they need to stitch several technologies together in order to bridge the gap between traditional CRM and the tsunami of feedback data available in social media.
Social Media Experimentation
Many companies are being dragged into their social media engagement experiments (experimentation is the best description of most initiatives to date) by a fear of getting left behind in the rapidly changing social media landscape. This fear is strengthened by predictions such as Gartner’s prophecy that by 2014, refusing to communicate with customers via social channels will be as harmful as ignoring emails or phone calls are today.
But fear for getting stuck in a traditional CRM domain should not be the motivation. Social media and Social CRM technologies can now enable companies to proactively engage with their customers in a way that can completely redefine the traditional customer relationship. There is a huge upside here, waiting for the pioneers who realize its value. Somewhat simplified you can say that the outcomes in this “Age of the Customer” is binary: a truly social enterprise will be rewarded handsomely by its customers who will become evangelists, whereas an inability or lack of willingness to engage with customers using Social CRM will be heavily penalized. In the Experience Economy, customers expect more, they will tell more, and they will switch more.
Bridging the Gap
In QuestBack we are bridging the gap between traditional CRM and social media with a Social Engagement Platform that turns feedback in social media into dialogues and into real business processes. The key is to capture more knowledge about this customer’s relevance for your company and channel customers to another, more relevant, arena for engagement – e.g a Peer-to-Peer Community. (More information about this on www.questback.com)
Loyalty → Advocacy → Evangelism
When done in a well timed and well structured way, this creates considerable value for the customer who rewards the company with loyalty. Over time, consistent experiences like this will turn loyalty into advocacy, and advocacy into evangelism.
A great example of this kind of approach is one of the largest CPG manufacturers in the US, who is a QuestBack customer. Through a well planned and executed approach, this company has created a vibrant community for brand evangelists who can share their thoughts and experiences. The list of benefits for the company is long, but the most important RoI is that the approach has resulted in some of the most successful product launches in the history of the company.
By helping our customers truly engage with their stakeholders we will help them become the winners of the experience economy.