Is measuring online influence bad for customer service ?

SocialBusiness

Summary : now that lots of tools exist to measure online influence (or whatever we think it is), businesses are perfectly tooled to target their messages and communication programs. Provided they get the notion of influence right. On the other hand there’s another trend that may be dangerous in the future : using a tool […]

Pin It

Enterprise 2.0 and social business : what to expect in 2012 ?

marketstrat

Résumé : what will be the enterprise 2.0 / social business in 2012 ? It will highly depends on choices organizations will make to deal with the paradox of finding ways to go out of the crisis while not having much money to invest. 2012 will certainly be the year where window window-dressing projects and […]

Pin It

Do you need a brand strategy on the social web ?

SocialBusiness

Summary : the presence of brands on the internet is a major concern for businesses entering the social web. But there’s a big difference between thinking and definining oneself as a brand and an ogranization. A brand is the expression of an identity while the organization is rather an action driven approach to customer service. […]

Pin It

Is your organization good at multiplexing ?

marketstrat

Summary : Knowing who should drive and own social media in the organization is a recurring question. Experience shows that when the project falls to a “central department”, this latter often struggles to spread adoption outside of its own range, what causes the system to be underused or the emergence of internal competing projects. In […]

Pin It

Turning lurkers or unhappy customers into fans. Stroke of genius or swindle ?

SocialBusiness

Summary : what’s a fan on facebook ? Someone who likes a product or a brand of course. Are we wure ? When, to be able to use this channel to get information or the solution to a problem with the product people have to become fan, the system is biased. So the only question […]

Pin It

Engage with customers. And then ?

socialmedia

Summary : It’s obvious that the use of social media within companies and between companies and customers are not compartmentalized but complementary disciplines. If the “internal” company is more and more trying to get in touch with customers, the world of marketing struggles to make his way toward internal departments. As communication is becoming service, […]

Pin It

Community Management is a “processus in processum”

socialmedia

Even if community management is still an unclear concept with changing boundaries, many senseful and insightful things are slowly emerging about it. A few weeks ago, I came across a very interesting web tv show about it (sorry…it’s in french). While watching the video, a sentence grabbed my attention. You know, the kind of thing […]

Pin It

Freemium and enterprise software : frustrate the right person !

marketstrat

The freemium model, that is everyday more popular on the web, is now entering the world of enterprise software. What is it about ? Allowing people to use a software for free, with basic functiunalities that are enough for a minimal use, while proposing a premium version, richer, paying, and try to make most users […]

Pin It

blueKiwi : the good use of conversations

socialmedia

The last “Virtual Enterpise 2.0 conference” was  a good opportunity to visit some vendor’s booth to know what to expect from them in 2010. I finally had a look at  blueKiwi to see what was new at our European leader. [Disclaimer..: I joined blueKiwi at the versy beginning of the company and left in last […]

Pin It

Will you know how to export your conversations and focus on transactions ?

SocialBusiness

The world of communication and marketing is worried because of the consecration of digital medias, an highbrow word used to talk about the web by people who are suddently feeling out of date. For many people, the revolution brought by the web is the so-called new “power” that’s in internauts’ hands. According to me this […]

Pin It