Structures for authentic social media engagement

Staffing the Conversation: Structures for Authentic Social Media Engagement Laurence 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: Laurence.buchanan@capgemini.com Twitter: @Buchanla Blog: thecustomerevolution.com Images: istockphoto.com

http://thecustomerevolution.blogspot.com	170
http://www.customerthink.com	21
http://thecustomerevolution.blogspot.co.uk	5
http://thecustomerevolution.blogspot.in	2
http://thecustomerevolution.blogspot.com.au	2
http://thecustomerevolution.blogspot.ca	2
http://webcache.googleusercontent.com	1
http://thecustomerevolution.blogspot.co.nz	1

by Laurence Buchanan on Oct 05, 2010