Posts Tagged ‘Social Business Design’
My Perspective. The New Rules of Relationship Management.
März 7th, 2010 • Comments Allgemein
Tags: Adaptation Marketing, Altimeter, Brands, Business, Monitoring, Reports, Social, Social Business Design, Social CRM, Social Influence Marketing, Strategy, Tools, World
Altimeter Group has just published its new report entitled ‘Social CRM. The New Rules of Relationship Management.’ It assumes that companies are simply overwhelmed with social interactions. They need tools, but they need tools to deliver on certain, clearly defined objectives. This report tries to give an overview on the tech-related maturity of SCRM tools and their relation to company objectives. Most of you will find it f*****ing boring. I don’t. 
About half a year ago I posted an article entitled ‘Social CRM. Ready for action?‘. I tried to give a rough overview on the relevance of a new approach to brand-customer-relations in an era shaped by interactions among users via social software.
Of course I am not the first one to reflect the outcome of a world gone social for CRM. People like Esteban Kolsky (read his articles ‘The Roadmap to SCRM‘), Wim Rampen, and a few more CRM guys try to define the role of SCRM for today’s marketing. And now there is a new report by Altimeter’s notorious Jeremiah Owyang and Ray Wang – Social CRM: The New Rules of Relationship Management.
What’s it SCRM?
Social CRM extends the classic definition of Customer Relationship Management. According to Paul Greenberg…
CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.
SCRM accepts the fact that there are millions of people virtually interacting . They are chatting about your brand, recommending your sneakers, or rate your restaurant online. This is where SCRM starts off…
Slightware. The difference between a campaign and a conversation.
Dezember 22nd, 2009 • Comments Brands, Social, Strategy
Tags: Adaptation Marketing, Agencies, Brands, Campaign, Conversation, Diagram, Social Business Design, Social Influence Marketing, Trends, visual, World
Kenneth J. Weiss’ book Slightware is a book on the challenges brands face in nowaday’s complex marketing realities. Reader praise the book as a great compendium about today’s marketing. Plus it comes with quite a bunch of great pictures info visualizations. I found this one particularly interesting: Campaigns vs Conversations. No, it is not completely new. But it summarizes a couple of key properties in one visualization. Info visualizations – a great way to promote your blog, book or whatever since 1853. 
Adaptive Marketing. How not to go the Dodo way, Part 2.
Dezember 9th, 2009 • Comments Business, Intelligence, Reports, Social Business, Strategy
Tags: Adaptation Marketing, Business, Forrester, Future, Ideas, Reports, Social Business Design, Social Influence Marketing, speed, Strategy, Trends, World
I did write about the concept of Adaptation Marketing two weeks ago. I admit, it’s another buzz word in the digital/social realm. But it’s a meaningful idea for what brand management might be like in the near future. A model which enables brands to deal with the social sphere without necessarily focusing too much on Facebook, Twitter & Co. A thoughtstarter for rather traditional as well as new marketers alike.
Adaptation is a term from Darwin’s evolution theory. Wikipedia knows that “when the habitat changes, three main things may happen to a resident population: habitat tracking, genetic change or extinction. In fact, all three things may occur in sequence. Of these three effects, only genetic change brings about adaptation.”
The life of the last Dodo ended in the 17th century. His habitat changed drastically when men appeared. An unwelcome surprise for Dodos as for brands who also struggle with real people who behave different than what they are used to. They talk and they walk and they don’t necessarily care for Dodos and brands. We, marketers or advertisers may like it or not – but things in our habitat change. Quickly. And two key aspects of it are feedback and real time.
How social will we have to be?
The Dodo formula is simple: Humans arrive = Problem. Brands know this problem since the social web startet going mainstream. Some of them adapt quickly. But most of them behave like rabbits in the headlight. Caught between a rock and hard place, the challenges seem to leave no other way than to use it or lose it, Facebook Fan Page or nothing at all.
I think there is a third way.
Adaptive Marketing. How not to go the Dodo way, Part 1.
November 5th, 2009 • Comments Intelligence, Reports, Social Business, Strategy
Tags: Adaptation Marketing, Business, Forrester, Future, Ideas, Intelligence, Reports, Social Business Design, Social Influence Marketing, speed, Strategy, Trends, World
Forrester has just published an article called “Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age”. This article comes up with a couple of thoughts which aren’t completely new but leave you thinking. Agility and adaption are defined here as preconditions for brands to survive. Not new, you think? I think it is new in a certain way…simply because it left me with a couple of questions (which I try to discuss in the second part of this article, next weekend).
It’s good to have clever buddies. One of them is Johannes, my colleague who regularly sends me the articles I miss to read and starts a good discussion about it, usually. I had read a good post by BBH labs about a Forrester article which wasn’t even published at that time. But I missed the original Forrester report. Johannes made me read it (thanks again). And I recommend it as well now. Key question of the report: How do organizations respond to an even faster world in which they struggle to survive?
The challenges of speed and dynamics were always hard to put into a model for our social web driven world. All too often we focus on a different question as marketers: How do we respond to customers at all (not even really focusing on the real-time aspect of our digital world)? The question on how we hold conversations at all took our full attention away from its inlying dynamics and what it does to companies. But it’s crucial.
Think of the Dodo. A flightless bird endemic to the Indian Ocean island of Mauritius. Related to pigeons and doves, it stood about a meter tall, weighing about 20 kilograms , living on fruit and nesting on the ground.
The dodo has been extinct since the mid-to-late 17th century. It is commonly used as the archetype of an extinct species because its extinction occurred during recorded human history, and was directly attributable to human activity, hence the phrase “going the way of the Dodos.” (thx to Wikipedia). The Dodo and his ancestors were intelligent enough to survive for millions of years. But as his environment (well, humans came) changed he could not adapt fast enough. And this is a perfect example to introduce the topic I actually wanted to write about: Adaptation. Because evolution is a process that rewards the organism most capable to adapt to new environments, not the biggest or most intelligent. It’s an opportunistic and fast system…for the Dodo as well as for brands.
engagementDB. Altimeter’s social business compendium.
Oktober 19th, 2009 • Comments Allgemein
Tags: altimetergroup, Brands, Business, Diagram, engagmentdb, Presentation, Reports, Social Business Design, Social Influence Marketing, Strategy, Tools
Actually I am pretty well informed of what’s happening in the wild, wild world. The fact that altimetergroup published this fantastic project without me knowing it for months can only be explained through my vacations (at least I hope, otherwise I would have to reconfigure my Feedreader).
Engagementdb gives an overview about brands in Social Media. Currently it comes with two key features: A very handy, insightful diagram, which dynamically positions brands in regard to their engagement intensity and platform distribution. Additionally the findings of altimeter concerning brands in the social web are put down in the engagementdb study. In addition to the live assets altimeter wants to build up on its core finding and asks users to integrate ‘their’ social brand assets. The goal: to build a comprehensive overview of the market.
To sum it up: Even for altimeter this looks like a challenging project. But it’s definitely worth a look for everyone who works in nowaday’s Social Business.
Social CRM. Ready for action?
Oktober 11th, 2009 • Comments Business, CRM, Strategy
Tags: Business, CRM, Future, Prediction, Social Business Design, Social CRM, Social Influence Marketing, Strategy, Tools, World
While we are talking way too much about real vs. not so real Social Media Experts, definitely too few people debate about what social might contribute to the value of business-client-relationship. I believe the question how CRM will evolve is absolutely crucial for what lies ahead in social. While we have to answer questions about Social ROI (which does not always make sense), all too often we really seem to care too little about customer relationship in a social era. In this post I would like to give a very brief introduction on the topic and discuss the question whether traditional CRM decentralizes itself or if we can integrate Social CRM in traditional tools.
What is Social CRM?
Social CRM is a term which evolved over the last couple of years as extension to the classic understanding of the different forms of traditional CRM. While CRM describes an “information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized and efficient manner” (via Marios Alexandrou), Social CRM can be seen as the next step in a world which is more and more decentralized.
According to CRM maven Paul Greenberg Social CRM (SCRM) is:
CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.
Lufthansa. Getting jiggy with social inflight data.
Oktober 7th, 2009 • Comments Business, Ideas, Social Business
Tags: Airlines, Facebook, Ideas, live data, Lufthansa, Social Business Design, Social Influence Marketing, Tools, Trends, Twitter, World
Social Media and Airlines share a long tradition (if you can talk about tradition in this field). The reasons seem obvious: Travelling is about people, about service and quite often about the good sides of life. JetBlue just broke a million followers on twitter. And Virgin America replaces advertising with Social Media pretty often with a focus on micro Communities in flight.
Apart from many other aspects, onboard Wifi seems to be the magic word. It can turn customers into a small social network and makes them spread the word from inside a 747. Southwest Airlines, Delta, Lufthansa Virgin…everybody seems to work on his own respective inflight Wifi Solution.
Tara Hunt. Your Social Media Strategy won’t Save you.
September 27th, 2009 • Comments Business, Social Business
Tags: Brainfood, Business, Presentation, Social Business Design, Social Influence Marketing, Strategy
I have to admit, I had to reread this deck by Tara Hunt a couple of times. Maybe I am a bit slow or it’s the fascination of watching the results of Germany’s general elections right now …but it’s got something to say. The key argument of this deck is “Social Media itself is not relevant” if you don’t head towards user happiness. Good one, Tara. (via jkleske)
Social Business Design. Birth of a new industry?
September 12th, 2009 • Comments Social Business
Tags: Altimeter, Business, Dachis, Debate, Future, Headshift, Prediction, Presentation, Social Business Design, Strategy, World
I just read metarand’s article about Social Business Design. It reflects Anne McCrossan’s article Re-turning the returns which assumes that a new post-marketing industry is materializing currently. An industry that shapes institutions and companies, not brands and brand messages. Her definition is…
…Social business design sits at the intersection of organizational development and marketing, and can loosely be described as the practice of developing communities of engagement to develop ideas, activities and outputs for commercial and social benefit.
As organizations adopt the principles of social business design, intangible, soft assets like brand value, purpose, human resources, processes and capabilities come to the fore. Social business design is about engendering involvement and it’s inbound.
Slightly differently, marketing services and ‘broadcast’ media operate on the basis the message and transaction are the means to the end. Marketing services communicate primarily outbound.
Anne’s article reacts on the forming of a new key players in this field (Dachis Group/Headshift), along with the hiring of Social Media Rockstar Owyang by the Altimeter Group.
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