Scott D. NelsonI just finished up participating in another wonderful Gartner CRM Summit, this year in Phoenix. I spent most of my conversations with clients talking about how social media fits into the broader CRM strategy. What interested me was that I would talk to them about having a broad strategy for social media, but often they would come back with, “that’s all fine but what about Facebook, or Twitter?”. In other words, they heard strategy, but they wanted to talk tactics.
I pointed out that two years ago, if we were having this conversation, we would be talking about Second Life. Last year, we would be talking about MySpace. Next year? Possible XBox Live. The space is in flux and these sites come and go. Too much time worrying about one particular site is going to fail to set you up long term for this inevitable change.
Firms need to think about the fact that the ecosystem (to use an overworked phrase) that they are part of, along with their customers, is growing, and the rules and the power are shifting. What they need to do is think about how they are going to play in that customer ecosystem. That requires a strategy…long term and able to handle a changing marketplace. It will require software tools. It will require written policies. But mostly, it will require creativity and a desire to experiment and learn. Once that is in place, certainly firms will tactically address sites like Facebook and Twitter. But those tactical approaches should be driven by the larger strategy.
Category: CRM Strategy Tags: CRM Strategy, Social media
5 responses so far ↓
1 The Emphasis in A Social Media Strategy Should Be The Strategy « Social Media September 17, 2009 at 9:27 am
[...] View post: The Emphasis in A Social Media S&#… [...]
2 Twitter Trackbacks for The Emphasis in A Social Media Strategy Should Be The Strategy [gartner.com] on Topsy.com September 17, 2009 at 9:51 am
[...] The Emphasis in A Social Media Strategy Should Be The Strategy blogs.gartner.com/scott_nelson/2009/09/17/the-emphasis-in-a-social-media-strategy-should-be-the-strategy – view page – cached I just finished up participating in another wonderful Gartner CRM Summit, this year in Phoenix. I spent most of my conversations with clients talking about how social media fits into the broader CRM strategy. What interested me was that I would talk to them about having a broad strategy for social media, but often they would come back with, “that’s all fine but what about Facebook, or Twitter?”. In other words, they heard strategy, but they wanted to talk tactics. — From the page [...]
3 Putting the “strategy” in your social media strategy September 17, 2009 at 2:02 pm
[...] There is a good Gartner post from analyst Scott Nelson addressing this issue titled “The Emphasis in A Social Media Strategy Should be the Strategy.” He had this to say: “I pointed out that two years ago, if we were having this [...]
4 Tim Ruijters September 21, 2009 at 1:02 pm
Scott,
Thanks for your interesting blog-post.
In your post you say that rules and power is shifting. Is the power shifting to customers or business partners? Can you give an example?
I was also wondering whether you can give an example of a well written strategy regarding social media.
With kind regards,
Tim Ruijters
5 Tim Ruijters September 21, 2009 at 3:35 pm
In your later blog-post (http://blogs.gartner.com/scott_nelson/2009/09/21/social-media-whats-in-it-for-me/) my questions are almost answered. Still curious about a good example.
With kind regards,
Tim Ruijters