The document discusses the shift of conversation control to the customer due to social media, emphasizing the rise of online communication with trusted experts and like-minded individuals. It outlines different approaches to engage with customers authentically, while stressing the importance of a customer-centric vision and providing necessary tools to create value. Ultimately, it encourages organizations to measure and adapt continuously in this evolving landscape.

1. Staffing the Conversation: Structures
for Authentic Social Media Engagement
Laurence Buchanan, Head of CRM & Social CRM, Capgemini UK

2. Control of the
conversation has
shifted to the customer

3. There’s nothing
new in customer’s
asking for advice

4. But the communication
mechanism has changed

5. Consumers can connect
online with “trusted experts”

6. ...and tribes of “people like them”

7. Anyone can participate

8. ...if their message resonates then people will gather round

9. Social Media brings opportunity and threat in equal measure

10. The social media sweet shop of opportunity

11. But beware of dark clouds...

12. So how do you respond?

13. The ostrich approach

14. The megaphone approach

15. The chameleon approach

16. The dancing dad approach

17. The command and control approach

18. The hare and tortoise approach

19. The joined up approach

20. Handing over control?

21. Whichever approach you choose...

22. Start with the customer

23. Build a customer-centric vision & strategy

24. Provide customers (and
customer facing staff) with
the tools they need to create
value

25. Measure, be agile and
embrace constant
change

26. For more information:
E-mail: Laurence.buchanan@capgemini.com
Twitter: @Buchanla
Blog: thecustomerevolution.com
Images: istockphoto.com