Posts Tagged 'technology'

Why Facebook destroyed all other social media platforms

Excellent resource from Nielson about social media trends. The best part is on page 10 about what makes Facebook so successful compared to other platforms.

We can all learn from Facebook’s success. Most important, as we create other technology solutions, this template is a good one to follow. Don’t try to break the mold too much. Use a successful pattern and add your own twist but don’t change it.  Just make sure the pattern truly is successful!

Original PDF report

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Factors contributing to Facebook’s rapid growth

Design. An organized, simple and

easy-to-use interface – with much less

advertising compared to many of its

competitors – is likely to appeal to a

wider audience.

Broad appeal. Facebook isn’t targeted

towards a specifi c demographic like many

other players (e.g. StudiVZ to students or

Bebo to young adults) – ironic considering

that it started out as a network for

university students.

Activity Focus. Facebook is focused on

connecting as opposed to entertainment.

It can be used for multiple networking

activities – reuniting old friends, business

networking, dating, sharing photos,

status updates. Facebook is Reunion,

LinkedIn, Yahoo! Personals, Flickr and

Twitter all in one.

Architecture. Inventive features (including

applications, invites, requests) and open

architecture – including the masterstroke

to open the platform to applications

developers – have increased word-ofmouth

and visitor engagement.

Privacy. Members have more control

over who sees their content than in

many other networks where nonmembers

can access personal content –

a concern for many people.

Media coverage. Facebook’s early

momentum was given a huge boost due

to the large amount of free media

coverage it received.

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Why Business Must Change For Social CRM To Work

Social CRM is two words put together by people to describe what we WANT to happen. Social refers to social media technologies which is so far mostly consumers (ie. people) based.  And CRM refers to Customer Relationship Management which is primarily based on business processes.

Social CRM companies seek to combine these two disparate worlds and create new technologies that better meet the needs of businesses (profit, feedback, traffic) consumers (confidence, pleasure, interaction).  But it won’t happen by just trying to combine the two technologies as they are.

“Social CRM” will only be created from entirely new technologies.  Okay, existing technologies can be used but they need to be broken down and reassembled in completely new methods.

The basis of successful Social CRM platforms is to create new ecosystems where consumers and companies can interact as people not as business.  Consumers want to be social, personal,one-to-one, and intimacy.  Companies want to be big, broadcast, one-to-many, and “professional.”  This difference needs to be destroyed for Social CRM to work.  Seems like this would make a better world anyway.

One of my favorite times was shopping in Greece with small shop owners.  These are the guys that create, market, and sell their products.  There’s something very personal and comforting about this kind of shopping.  People crave this.  It’s missing online. Social media has brought back this ability to connect socially this way.  But the missing element is still connecting the social experience to profit.  Companies that want to tap into the power of social media as a way to build better customer relationships, they need to bring back this high-level of personal touch.

Part of the change is the structure of the technology and part of it is the methods of doing business.  For Social CRM technologies to emerge as profitable systems, companies need to focus on creating environments where customers can interact with the company and with other consumers. And the technologies must also focus on merging these two interactions.

Most businesses are scared of risk of encouraging these open, transparent discussions.  They try to control the “buzz” about their company to only release the positive and hide the negative–the politics model!  But this control and secrecy doesn’t work in social media where people prefer openness and transparency.

I think it’s better to open all the doors.  Be transparent.  When problems and complaints come up, address them immediately.  FIX THE PROBLEM instead of hiding it.  There’s a whole other discussion about this I won’t start today.

Bottom line: fix business first and then the social media technologies will easily connect with the CRM technologies to create meaningful customer experiences that ALSO benefits companies.