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Posts Tagged ‘Social CRM’


In this post I wrote last May, I highlighted how leveraging the ‘initiated’ (aka subject matter experts or champions) is a key ingredient for success in social media.  Now I want to detail how to leverage these colleagues in your various social media programs within your companies.

Altimeter Social Strategist Organizational ModelsAlmost one year ago, the Altimeter Group published this report, titled: The Career Path of the Corporate Social Strategist.  In it, they outlined the most commonly used social media organizational models in corporations.  As you can see on the image on the left, for more than 80% of the companies of the 140 social strategists interviewed, the social strategist has to rely on an extended group of colleagues to drive most of the change in the organization, since they are not under her direct control.  NOTE: Based on my interactions with my peers at other companies, I believe this figure is under-represented in the survey, and I only expect it to significantly increase as we mature (does anyone remember the dedicated email marketing teams of the early 2000s?)

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Last month I wrote this post sharing my views on how to achieve success in social media and one of the four key ingredients I had identified was the need to secure executive support.  I then saw this study that examined the social behaviors of the Fortune 100 CMOs. While the overall results did not appear too surprising, with only 15 out of the total 143 CMOs and Chief Communications Officers having active Twitter accounts, some of the companies on the list did surprise me.

I then decided to cross-reference these results with those of a 2009 Altimeter Group study that evaluated the overall ‘social’ score of the world’s top 100 brands, and this confirmed my suspicions.  Besides the fact that 8 of the 20 companies in the Fortune100 CMO study did not appear at all in the Altimeter Group study, the correlation of leadership in social business and whether your CMO is active on Twitter between the remaining 12 is quite low.  The most glaring outlier was Microsoft which ranked fifth (out of 100) in the Altimeter Group study, although their CMO appears to be dead last in the Fortune100 study.

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I wrote this post last September, aptly titled: Social Media Marketing: Think marriage, not a one-night-stand.  In it, I listed some of the pitfalls and misconceptions surrounding social media.  Eight months later, and after many discussions with my peers in the industry and experiments at my own company, I wanted to share my thoughts on what I am seeing as the four key ingredients of success.

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Two months ago I wrote a post lamenting over how the emerging enterprise social media/social CRM vendors are making the same mistakes we have made over the past 40 years in the enterprise software industry and alluding to the fact that I expected the major enterprise technology vendors to enter the market in earnest this year.  I just never thought we would see so much before the end of Q1. During the past 6 days, IBM launched a social media analytics solution based on their Coremetrics acquisition last summer,  and yesterday Salesforce announced their plans to acquire Radian6, one of the leading social listening / analytics platforms (disclosure: SAP is a Radian6 customer).

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As I was going through the painful migration of my wordpress.com blog to my very own and admittedly geeky sapountz.is URL this past weekend, I could not help but think about enterprise software and the transformation this industry has undergone during the past 40 years.

In my current role I get to see, play with, and use what is for sure the newest (and hottest) space in enterprise software:  Enterprise Social Media/Social CRM.  Whether it is social listening / analytics (e.g., radian6, Visible Technologies, Nielsen BuzzMetrics), campaign management (e.g., CoTweet, Sprinklr, objectivemarketer) or community platforms (e.g., jive, Yammer, Salesforce.com’s Chatter), this market is still very young (at best 4-5 yrs old), and I already don’t like what I am seeing.

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