The more you fill in, the more context to your customers.
The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.
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The Future Of Social Networks<br />Charlene Li<br />Altimeter Group<br />January 12, 2010<br />1<br />San Francisco AMA<br />
2<br />Agenda<br />How to think about the future<br />What you should do about it<br />
#1 Focus on relationships, not technologies<br />What kind of relationship do you want?<br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Passionate<br />Constant<br />Intimate<br />Loyal<br />
Obama redefined political campaigns<br />20<br />
#2 Measure the right things<br />Your goals determine your metrics<br />Use the same metrics as your strategic goals<br />
Value of purchases</li></ul>+ Value of purchases<br />- Cost of acquisition<br />+ Value of new customers from referrals<br />+ Value of insights<br />+ Value of support<br />+ Value of ideas<br />= Customer lifetime value<br /><ul><li> Percent that provide support
Frequency and value of the support</li></li></ul><li>#3 Create new workflows<br />Social technologies will disrupt traditional organization structures<br />