The era of the Social Riff seems to be yielding to a more productive set of processes and structures. The benefit of this new Era of Social Classical is ability to measure value and ability to structure enterprise initiatives. Benchmarks, ROI, stickiness, NPS are all beginning to come in for Social CRM initiatives.
Here is a way of looking at Social for your business – create an inventory of Use Cases by business function. Gartner has set up a methodology for Social CRM around five main categories of business function, along with Use Cases for each. So far, our research is around the following:
Innovation. Use cases: New product research and testing. New product launches. Idea management.
Marketing: Reputation and brand management. Social Campaigns. Social event networking.
eCommerce: Social shopping. Product Reviews, Product Delivery, Social commerce.
Sales: Prospecting, Networking, Sales opportunity collaboration.
Customer Service and Support: Feedback, Listening and responding to social media posts. Service process analytics. Peer to peer support.
I’m sure you have many others, and I’d love to hear it. The ones we have established are granular enough to build projects around and set parameters around. They are useful in correlating with current social process effectiveness and technology underpinnings.
The move to a classical phase does not end the jazz riff – there are many unknowns and many unchartered aspects to ‘social.’ But through codification of benefit and measurement of value against benchmarks we begin to establish arguments that resonate with the C-Level Executive, the board, and with shareholders. We’ll continue to publish our research to clients on all of the use cases, as well as process analysis, industry-specific applications of Social, and vendor analysis. The funny thing (or a bit sad, depending on your disposition. What my daughter the psychologist calls the Pooh versus Eeyore dichotomy) is that we have been writing about Social and Collaboration for eight years for our subscription clients, but the wider world sees only the snippets that make it social. That is irony, so I will leave it unaddressed.
Thanks for sharing your stories in your emails – they are terrific.