Welcome to TEC Radio. I'm Wayne Thompson, administrator of analysis for Technology Evaluation Centers [TEC], and I'll be your host for today's show.
In this episode, we'll be exploring amusing networking and its appulse on chump accord administration [CRM]. To help, Paul Greenberg will be abutting me in the discussion.
Paul Greenberg is an internationally acclaimed able on chump accord management. His acknowledged book, CRM at the Speed of Light: Essential Chump Strategies for the 21st Century, is accessible in eight languages and is acclimated as a university arbiter in over 60 countries. He consistently writes for publications such as CRM Magazine, SearchCRM.com, CRMGuru, and The New York Times. Paul is aswell a founding arch and controlling administrator at BPT Partners.
Wayne Thompson: We all apperceive about Facebook and MySpace, but how are companies application amusing networks to reach, influence, and annual their customers?
Paul Greenberg: There are two agency this is accepting apparent appealing dramatically. On the one hand, it's the use of Facebook by companies, and on the added duke is the conception of their own amusing networks.
I'll accord you a brace of examples. If you go to Facebook appropriate now, which has become a platform, you're award business bodies are alpha to abide Facebook in a affecting fashion. In fact, the age of Facebook associates has gone up to about 35 years old, which is hardly academy age. The affair that's absorbing about that is that you will acquisition that [chief controlling officers] CEOs of abounding companies many practitioner companiesare allotment of it and accept their own networks and groups. And you get arrive into these networks and groups, and get invitations to these groups via Facebook. So, on the one hand, they're application absolute amusing networks, and on the added hand, you accept companies like Procter & Gamble, who are creating their own amusing networks.
For example, they accept VocalPoint, which is [made up of] 600,000 mothers, and anniversary of them has a arrangement of 25 added mothers, of whom they are the arch of the pecking order. And what Procter & Gamble does is that it gives articles to the advance 600,000 moms, and through accustomed behaviornot through focus groups, not through surveysthrough their accustomed circadian activities, [they] advance the chat about the products. They use the articles and accord feedback, which is again fed aback to Procter & Gamble. And again Procter & Gamble will adapt the products, change them, or bulk them differently, accordingly.
[There are] two bulk credibility to accept about how these amusing networks are accepting acclimated in this specific forum: the bulk of acknowledgment that is accepting accustomed is invaluable because you are accepting it through real-life situations, and it's a real-life accumulation of real-life humans, as against to a focus accumulation ... This is accustomed behavior, so the acknowledgment tends to be absolutely real. It aswell empowers the momsthe advance moms especiallyand they get accurate as the baton of the pack, and they are the ones who are accepting and distributing the products.
But there's one added thing. Now, anticipate of this: 600,000 times 25, and you get at atomic 15 million. That agency that your abeyant ability for a artefact is 15 actor [prospective customers] after a dime spent above the absolute administration of that artefact to the moms. It's a huge business potential. This is something you're seeing added and added frequently with companies that are accepting successfulon the one hand, utilizing absolute amusing networks, and on the added hand, creating their own amusing networks and their own user communities, either abreast or publicly, for facilitated activities that absorb acknowledgment and business reach, which are astounding results. Profit and acquirement are their benefit.
WT: Paul, accustomed the bulk you just categorical with that example, why do you anticipate that added organizations aren't accomplishing amusing networking or utilizing its potential?
PG: Because in adjustment to do it effectivelyand this is the boxy partthe aggregation needs to accomplish a cultural alteration that says, "We are ceding ascendancy of the business ecosystem to the customer." In added words, it's acceptance of the actuality that the chump is already accomplishing this stuff, the chump is traveling to abide to do it with or after them, and in fact, the chump is in actuality creating the demands and commands that the business has to attach to. The chump is saying, "This is what I want. Appearance me you can accord it to me." It's no longer, "Oh, you've got this abundant product. Thank you for bearing it." It's the added way around. That is a absolute difficult cultural alteration for the aggregation to make, because it overthrows aggregate they've done in the 20th aeon and the ancient allotment of this century. You accept a affecting move that has to be fabricated in adjustment to do it well. Companies like Procter & Gamble accept fabricated that move. Others just artlessly can't or debris to.
WT: Paul, in what industries do you see the better abeyant for amusing networking, and why?
PG: In the top tech industry as a whole, there is a amazing bulk of befalling from both a [business to business] and a [business to consumer] B2C standpoint. Top tech tends to be decumbent to that to actuate with, and is in actuality the one bearing the tools. We've apparent it [being done] in the action 2.0 fashion, acceptation internally to the businesses, and we've apparent a lot of use of amusing networks at companies like SAP, or IBM, and so forth. ...The retail industry is addition one that has a absolute big abeyant [for amusing networks] because it is a able B2C experience. It is a absolute customer-to-store affectionate of experience. At the aforementioned time, there's a basic ancillary that becomes absolute advantageous because a lot of the amusing analysis sites, for example, are geographic. When you attending at Yelp, it's not just based on Nordstrom's. It's based on Nordstrom's in Atlanta, Georgia [US], or ... San Francisco, California [US], Mission Street .... Because the retail acquaintance is so absolute and potentially emotional, it's addition breadth breadth that affectionate of abeyant exists.
Financial casework is an breadth that shows some promise. And in fact, Microsoft and added companies are architecture out banking servicesrelated communities appropriate now, but it's a little added difficult in areas like that, although there is some absolute affiance there because of the adequacy to altercate banking approaches and things traveling ondifferent deals out there. But on the added hand, there are strictures, and governance, and added accumulated albatross issues that are a little bit restraining. So you accept a array of a alloyed bag in an industry like that. The absoluteness is that it's a peer-to-peer revolution, or evolution, to start, so it's a bulk of which industries get smart.
The better affair to me, besides top tech, is consistently traveling to be retail. Retail's traveling to be gigantic. The retail chump acquaintance is a primary one, and is something we all do on a B2C akin as individuals. That's breadth you're traveling to see a amazing bulk of growth, and you're already seeing it. What you're seeing is how retail will acknowledge to what's already traveling on.
WT: Paul, accustomed the admeasurement of adaptable or carriageable devices, what types of technologies or uses accept you apparent to extend amusing networking or amusing media to those platforms as well?
PG: Actually, several. For the iPhone or any adaptable device, you can go on to, for example, your Facebook account, and get a absolute acceptable representation of your absolute Facebook account. You can see what's traveling on, acknowledge and answer, and appealing able-bodied be functionally alive on Facebook via your adaptable device. It's got a decidedly acceptable accomplishing for the iPhone, and about acceptable accomplishing for added adaptable devices.
Another absorbing example, which I've consistently begin fascinating, is a aggregation that abounding of us apperceive alleged Neighborhood America, that has a adaptable belvedere that they use. World Vision is accomplishing something ... and here's how it's working, so you can see how you can almost, on the fly, body a amusing network. World Vision is aggravating to body amusing networks alleged "Communities of Interest," acceptation that they are accepted areas of absorption that these communities are congenital around. They can be congenital geographically or otherwise, but they're still accepted areas.
What they do is, for example, forward out a actor argument letters (literally, not figuratively) based on some axiological breadth of interest. Let's say 5 or 10 percent respond; they get aback 50,000, or 100,000 responses. Again they forward out a added alternation of opt-in argument messages, and eventually what happens is it coagulates into groups that are congenital about this accurate interest, with added and added all-embracing advice accepting gotten about the altered people, and they're geographically amid so you'll apperceive you've got 72 bodies in Portland, Oregon [US] committed to this Association of Interest.
The absorbing affair is that this is accepting done absolutely via adaptable devices.... It can be brought to accepted desktop affectionate of Web service, based online, of course, but the absoluteness is that this starts with a argument bulletin and ends with argument messages. As a aftereffect of this, you get a amusing arrangement congenital about a association of absorption that you can geographically analyze with the names of the individuals in those areas, so that if you charge to actuate them, you can.
These are some of the added absorbing approaches that the amusing networks are accepting activated for, and absolutely in a adaptable fashion.
In this episode, we'll be exploring amusing networking and its appulse on chump accord administration [CRM]. To help, Paul Greenberg will be abutting me in the discussion.
Paul Greenberg is an internationally acclaimed able on chump accord management. His acknowledged book, CRM at the Speed of Light: Essential Chump Strategies for the 21st Century, is accessible in eight languages and is acclimated as a university arbiter in over 60 countries. He consistently writes for publications such as CRM Magazine, SearchCRM.com, CRMGuru, and The New York Times. Paul is aswell a founding arch and controlling administrator at BPT Partners.
Wayne Thompson: We all apperceive about Facebook and MySpace, but how are companies application amusing networks to reach, influence, and annual their customers?
Paul Greenberg: There are two agency this is accepting apparent appealing dramatically. On the one hand, it's the use of Facebook by companies, and on the added duke is the conception of their own amusing networks.
I'll accord you a brace of examples. If you go to Facebook appropriate now, which has become a platform, you're award business bodies are alpha to abide Facebook in a affecting fashion. In fact, the age of Facebook associates has gone up to about 35 years old, which is hardly academy age. The affair that's absorbing about that is that you will acquisition that [chief controlling officers] CEOs of abounding companies many practitioner companiesare allotment of it and accept their own networks and groups. And you get arrive into these networks and groups, and get invitations to these groups via Facebook. So, on the one hand, they're application absolute amusing networks, and on the added hand, you accept companies like Procter & Gamble, who are creating their own amusing networks.
For example, they accept VocalPoint, which is [made up of] 600,000 mothers, and anniversary of them has a arrangement of 25 added mothers, of whom they are the arch of the pecking order. And what Procter & Gamble does is that it gives articles to the advance 600,000 moms, and through accustomed behaviornot through focus groups, not through surveysthrough their accustomed circadian activities, [they] advance the chat about the products. They use the articles and accord feedback, which is again fed aback to Procter & Gamble. And again Procter & Gamble will adapt the products, change them, or bulk them differently, accordingly.
[There are] two bulk credibility to accept about how these amusing networks are accepting acclimated in this specific forum: the bulk of acknowledgment that is accepting accustomed is invaluable because you are accepting it through real-life situations, and it's a real-life accumulation of real-life humans, as against to a focus accumulation ... This is accustomed behavior, so the acknowledgment tends to be absolutely real. It aswell empowers the momsthe advance moms especiallyand they get accurate as the baton of the pack, and they are the ones who are accepting and distributing the products.
But there's one added thing. Now, anticipate of this: 600,000 times 25, and you get at atomic 15 million. That agency that your abeyant ability for a artefact is 15 actor [prospective customers] after a dime spent above the absolute administration of that artefact to the moms. It's a huge business potential. This is something you're seeing added and added frequently with companies that are accepting successfulon the one hand, utilizing absolute amusing networks, and on the added hand, creating their own amusing networks and their own user communities, either abreast or publicly, for facilitated activities that absorb acknowledgment and business reach, which are astounding results. Profit and acquirement are their benefit.
WT: Paul, accustomed the bulk you just categorical with that example, why do you anticipate that added organizations aren't accomplishing amusing networking or utilizing its potential?
PG: Because in adjustment to do it effectivelyand this is the boxy partthe aggregation needs to accomplish a cultural alteration that says, "We are ceding ascendancy of the business ecosystem to the customer." In added words, it's acceptance of the actuality that the chump is already accomplishing this stuff, the chump is traveling to abide to do it with or after them, and in fact, the chump is in actuality creating the demands and commands that the business has to attach to. The chump is saying, "This is what I want. Appearance me you can accord it to me." It's no longer, "Oh, you've got this abundant product. Thank you for bearing it." It's the added way around. That is a absolute difficult cultural alteration for the aggregation to make, because it overthrows aggregate they've done in the 20th aeon and the ancient allotment of this century. You accept a affecting move that has to be fabricated in adjustment to do it well. Companies like Procter & Gamble accept fabricated that move. Others just artlessly can't or debris to.
WT: Paul, in what industries do you see the better abeyant for amusing networking, and why?
PG: In the top tech industry as a whole, there is a amazing bulk of befalling from both a [business to business] and a [business to consumer] B2C standpoint. Top tech tends to be decumbent to that to actuate with, and is in actuality the one bearing the tools. We've apparent it [being done] in the action 2.0 fashion, acceptation internally to the businesses, and we've apparent a lot of use of amusing networks at companies like SAP, or IBM, and so forth. ...The retail industry is addition one that has a absolute big abeyant [for amusing networks] because it is a able B2C experience. It is a absolute customer-to-store affectionate of experience. At the aforementioned time, there's a basic ancillary that becomes absolute advantageous because a lot of the amusing analysis sites, for example, are geographic. When you attending at Yelp, it's not just based on Nordstrom's. It's based on Nordstrom's in Atlanta, Georgia [US], or ... San Francisco, California [US], Mission Street .... Because the retail acquaintance is so absolute and potentially emotional, it's addition breadth breadth that affectionate of abeyant exists.
Financial casework is an breadth that shows some promise. And in fact, Microsoft and added companies are architecture out banking servicesrelated communities appropriate now, but it's a little added difficult in areas like that, although there is some absolute affiance there because of the adequacy to altercate banking approaches and things traveling ondifferent deals out there. But on the added hand, there are strictures, and governance, and added accumulated albatross issues that are a little bit restraining. So you accept a array of a alloyed bag in an industry like that. The absoluteness is that it's a peer-to-peer revolution, or evolution, to start, so it's a bulk of which industries get smart.
The better affair to me, besides top tech, is consistently traveling to be retail. Retail's traveling to be gigantic. The retail chump acquaintance is a primary one, and is something we all do on a B2C akin as individuals. That's breadth you're traveling to see a amazing bulk of growth, and you're already seeing it. What you're seeing is how retail will acknowledge to what's already traveling on.
WT: Paul, accustomed the admeasurement of adaptable or carriageable devices, what types of technologies or uses accept you apparent to extend amusing networking or amusing media to those platforms as well?
PG: Actually, several. For the iPhone or any adaptable device, you can go on to, for example, your Facebook account, and get a absolute acceptable representation of your absolute Facebook account. You can see what's traveling on, acknowledge and answer, and appealing able-bodied be functionally alive on Facebook via your adaptable device. It's got a decidedly acceptable accomplishing for the iPhone, and about acceptable accomplishing for added adaptable devices.
Another absorbing example, which I've consistently begin fascinating, is a aggregation that abounding of us apperceive alleged Neighborhood America, that has a adaptable belvedere that they use. World Vision is accomplishing something ... and here's how it's working, so you can see how you can almost, on the fly, body a amusing network. World Vision is aggravating to body amusing networks alleged "Communities of Interest," acceptation that they are accepted areas of absorption that these communities are congenital around. They can be congenital geographically or otherwise, but they're still accepted areas.
What they do is, for example, forward out a actor argument letters (literally, not figuratively) based on some axiological breadth of interest. Let's say 5 or 10 percent respond; they get aback 50,000, or 100,000 responses. Again they forward out a added alternation of opt-in argument messages, and eventually what happens is it coagulates into groups that are congenital about this accurate interest, with added and added all-embracing advice accepting gotten about the altered people, and they're geographically amid so you'll apperceive you've got 72 bodies in Portland, Oregon [US] committed to this Association of Interest.
The absorbing affair is that this is accepting done absolutely via adaptable devices.... It can be brought to accepted desktop affectionate of Web service, based online, of course, but the absoluteness is that this starts with a argument bulletin and ends with argument messages. As a aftereffect of this, you get a amusing arrangement congenital about a association of absorption that you can geographically analyze with the names of the individuals in those areas, so that if you charge to actuate them, you can.
These are some of the added absorbing approaches that the amusing networks are accepting activated for, and absolutely in a adaptable fashion.
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