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Dr. Natalie and I discuss how CRM (customer relationship management) has been really more like CTM (customer transaction management).
And we delve into how social business is moving CRM to where it’s really meant to be – and why moving to true CRM is important to companies.
(If you want to watch/listen to the full discussion rather than an excerpt, you can download the file here. Select Episode 1 - The Proimse of Social CRM, part 1.)
Now, here is today's podcast...
Today's podcast with Dr. Natalie focuses on the dilemma surrounding the social belief that “customers control messaging.” Do they really?
We discuss how customer engagement is valuable to companies.
(If you want to watch/listen to the full discussion rather than an excerpt, you can download the file here. Select Episode 1 - The Proimse of Social CRM, part 1.)
Now, here is today's podcast...
Today's podcast is an excerpt from a discussion between Dr. Natalie Petouhoff and I on Netflix -- and why it failed as a social business.
Our thanks to Focus.com for allowing us to replay excerpts from our 10-week Roundtable series on Simplifying Social Business. We based the Focus roundtables on our ebook series of the same name.
(If you want to watch/listen to the full discussion rather than an excerpt, you can download the file here. Select Episode 1 - The Proimse of Social CRM, part 1.)
Now, here is today's podcast...
Woo hoo! Dr. Natalie and I just finished the last roundtable episode in our Simplifying Social Business series on Focus. If you missed any of the episodes, you can catch up on the flip flop by following the link. You’ll see a recap of all the episodes as well as links to catch the replays.
Both Natalie and I want to thank Focus for sponsoring our in-depth series. We had a great time sharing our social business thought leadership and engaging with attendees.
We based the roundtable series on our Simplifying Social Business ebook series. If you want an even deeper penetration then what Natalie and I could give each week, check out our ebooks. We’ll soon be releasing our Social Customer Service ROI Playbook and then a social marketing ROI book will follow.
There’s substantial ROI of social media, whether it for PR, Marketing, Customer Service. But if leaders don't understand the business relevance of social media, they may be doing their organization harm.
If you missed out on yesterday’s Focus roundtable, then you missed out hearing Dr. Natalie and I talk on the importance of collaborating across functional departments and what happens to brands that don't.
Among our topics, we covered:
Catch up, though, via the replay.
Too many social media pundits hold the view that a social Return on Investment (ROI) can’t be determined. You’ll hear all kinds of reasons like too many unknowns. And there’s my personal favorite, “Don’t worry about the ROI, just get a strategy and start doing something.”
Well, I agree with part of the above statement. You do a need a social strategy to before you can even begin to determine the social ROI (smROI). But the rest? They’re mythtaken.
Social ROI can be determined. So why do the myths around ROI persist? Here are a few reasons:
There’s so much talk about social ROI but the focus seems to be on the endpoint (ROI). As important as determining the ROI can be, it’s the caboose on the business case train.
The starting point is objectives, followed by strategy design, KPI definition, and then lastly, the determination of the ROI. Let's talk turkey.
If you missed The Business of Social Business live talk on Focus, catch it on replay. This was the first of several sessions where Dr. Natalie and I discussed the 7 steps to become a social business.
This week, we covered the first 3 steps:
Next week, Dr. Natalie and I will continue the discussion, focusing on social objectives and strategy.
Both of these sessions are based on content from our The Business of Social Business ebook.
