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The gap between brands and consumers is getting wider

Time has come to individualize marketing and customer relationship. With the rise of the social web, brands had more and more opportunities to build a personal relationship with their clients. Channels multiply, points of contact and interaction too, communities blossom - even if...- and brands have learned to interact with them without too much damage. Yet... 4 years ago - what is an eternity - an IBM study names "from social media to social CRM" showed how much brands where wrong about what they thought customers expect from them on...

The gap between brands and consumers is getting wider

Time has come to individualize marketing and customer relationship. With the rise of the social web, brands had more and more opportunities to build...

Is the social customer a social monster ?

Summary : the social web and the emergence of the social customer raised the promise of a more productive and qualitative relationship between customers...

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

Résumé : what will be the enterprise 2.0 / social business in 2012 ? It will highly depends on choices organizations will make to...

Do you need a brand strategy on the social web ?

Summary : the presence of brands on the internet is a major concern for businesses entering the social web. But there's a big difference...

Signals instead of conversations ?

Summary :  enterprises will have to enter the world of conversations. Everything will become conversations between enterprises, employees and customers. Such a concept, when...

Engaging is not delivering

Summary : tomorrow's enterprises will be conversational and will need engagement from employees and customers. But engagement useless if not turned into concrete actions,...

How to keep the humane side of moments of truth in online customer relationship

Summary : even if social media are a good means to make the humane side of the company more visible in the customer relationship,...

Your community manager should be a professional. But in which field ?

Summary :with a profile that's still hard to define, community managers look like rare birds. The only certainty is that they should be true...

Communities and selfishnesses gatherings

Summary : while it's quite hard for enterprises to enter the good olds forums where fans have passionate conversations, they're still very uncomfortable with...
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