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Presentation given at ExactTarget Connections, London 2010 describing characteristics of different approaches to social media
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Staffing the Conversation: Structures
for Authentic Social Media EngagementLaurence Buchanan, Head of CRM & Social CRM, Capgemini UK
Control of the
conversation has
shifted to the customer
There’s nothing
new in customer’s
asking for advice
But the communication
mechanism has changed
Consumers can connect
online with “trusted experts”
...and tribes of “people like them”
Anyone can participate
...if their message resonates then people will gather round
Social Media brings opportunity and threat in equal measure
The social media sweet shop of opportunity
But beware of dark clouds...
So how do you respond?
The ostrich approach
The megaphone approach
The chameleon approach
The dancing dad approach
The command and control approach
The hare and tortoise approach
The joined up approach
Handing over control?
Whichever approach you choose...
Start with the customer
Build a customer-centric vision & strategy
Provide customers (and
customer facing staff) with
the tools they need to create
value
Measure, be agile and
embrace constant
change
For more information:E-mail: [email protected]
Twitter: @Buchanla
Blog: thecustomerevolution.com
Images: istockphoto.com
