Comments for Social Media Blog for Business | Michael Brito http://www.britopian.com Social Media Blog written by Michael Brito. Wed, 22 Feb 2012 16:10:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 Comment on The Shift Away From Social CRM to Social Business to Maybe Just ‘Business’ by Paul Gailey http://www.britopian.com/2012/02/20/the-shift-from-social-crm-to-social-business-to-maybe-just-business/#comment-51153 Paul Gailey Wed, 22 Feb 2012 16:10:00 +0000 http://www.britopian.com/?p=2503#comment-51153 +1 on the sentiment here, I look forward to when we hear the term "offline marketing". I don't mean to sound flippant but I've never been a fan of "online marketing" as a term either. +1 on the sentiment here, I look forward to when we hear the term “offline marketing”. I don’t mean to sound flippant but I’ve never been a fan of “online marketing” as a term either.

]]> Comment on The Shift Away From Social CRM to Social Business to Maybe Just ‘Business’ by Paul Greenberg http://www.britopian.com/2012/02/20/the-shift-from-social-crm-to-social-business-to-maybe-just-business/#comment-51152 Paul Greenberg Wed, 22 Feb 2012 11:27:00 +0000 http://www.britopian.com/?p=2503#comment-51152 Hi Michael, Just briefly I don't think any of the Social CRM influencers would think of of Social CRM as anything more than the customer facing facets of social business. The conference you're referring to in London (which one of my businesses is co-hosting) has a Social CRM and an internal collaboration track and the theme is convergence of the two. Its an evolutionary process.   The two areas emerged separately, now businesses that re smart enough to understand either are seeing both as a necessarily integrated capability as they evolve, but like anything else, it takes time to get there. AND while some of the responsibilities of traditional departments like sales, marketing and customers service (the three "pillars" of CRM are being to overlap (e.g. customer service reps upselling; sales reps operating as customer service reps for specific accounts; alignment of sales and marketing objectives; and recognition that when developing processes for a business, the impact the customer has on the process and the process has on the customer, even if its a back office process, has to be taken into account - just a few examples of many), the departments aren't going away anytime soon. So the departments will continue to exist as we break down siloed thinking and siloed interests and get closer to the new social business model which is customer company collaboration (which has a myriad of meanings and levels) at its best. Personally, I wouldn't call it a shift away from Social CRM to social business, but a shift toward an integrated view of social business. Social CRM and internal collaboration converged is social business but neither is going away separately at any time soon. The reality is that the functions they serve are still necessary business functions and they each have their reason for existence. What we're figuring out now is how to integrate them (purpose of the conference for example is that) so that we can execute on the new business models and extend our capabilities when it comes to engaging our customers and empowering our employees.  Hi Michael, Just briefly I don’t think any of the Social CRM influencers would think of of Social CRM as anything more than the customer facing facets of social business. The conference you’re referring to in London (which one of my businesses is co-hosting) has a Social CRM and an internal collaboration track and the theme is convergence of the two. Its an evolutionary process.   The two areas emerged separately, now businesses that re smart enough to understand either are seeing both as a necessarily integrated capability as they evolve, but like anything else, it takes time to get there. AND while some of the responsibilities of traditional departments like sales, marketing and customers service (the three “pillars” of CRM are being to overlap (e.g. customer service reps upselling; sales reps operating as customer service reps for specific accounts; alignment of sales and marketing objectives; and recognition that when developing processes for a business, the impact the customer has on the process and the process has on the customer, even if its a back office process, has to be taken into account – just a few examples of many), the departments aren’t going away anytime soon. So the departments will continue to exist as we break down siloed thinking and siloed interests and get closer to the new social business model which is customer company collaboration (which has a myriad of meanings and levels) at its best. Personally, I wouldn’t call it a shift away from Social CRM to social business, but a shift toward an integrated view of social business. Social CRM and internal collaboration converged is social business but neither is going away separately at any time soon. The reality is that the functions they serve are still necessary business functions and they each have their reason for existence. What we’re figuring out now is how to integrate them (purpose of the conference for example is that) so that we can execute on the new business models and extend our capabilities when it comes to engaging our customers and empowering our employees. 

]]> Comment on The Shift Away From Social CRM to Social Business to Maybe Just ‘Business’ by Michael Brito http://www.britopian.com/2012/02/20/the-shift-from-social-crm-to-social-business-to-maybe-just-business/#comment-51149 Michael Brito Wed, 22 Feb 2012 05:40:00 +0000 http://www.britopian.com/?p=2503#comment-51149 Will, Thank you for the thoughtful comment. I certainly don't want to alienate or exclude social CRM vendors, analysts and consultant because they are necessary to help evolve the conversation. Yes, technology vendors need to move beyond CRM as well. IBM, Jive and Lithium have certainly made this move. Michael Will,

Thank you for the thoughtful comment. I certainly don’t want to alienate or exclude social CRM vendors, analysts and consultant because they are necessary to help evolve the conversation.
Yes, technology vendors need to move beyond CRM as well. IBM, Jive and Lithium have certainly made this move.
Michael

]]> Comment on The Shift Away From Social CRM to Social Business to Maybe Just ‘Business’ by Will B http://www.britopian.com/2012/02/20/the-shift-from-social-crm-to-social-business-to-maybe-just-business/#comment-51148 Will B Wed, 22 Feb 2012 03:21:00 +0000 http://www.britopian.com/?p=2503#comment-51148 Michael Thought provoking post as always. I can't help but agree that moving the conversation beyond Social CRM might just be what's needed to get the 'suits' and others thinking beyond the boundaries of what they traditionally relate to CRM. And I agree that the analysts have yet to really 'nail' Social CRM - if you examine the lists of vendors in analysts reports many are not full Social CRM at all. Making the comparisons impossible.  If we can agree that social business is about weaving the principles of 'social' into everything we do at an organisation from the inside out; and that it must involve all people in that organisation's ecosystem co creating value - then Social CRM is only a part of a Social Business Platform. That platform may include CRM, ERP, Billing, HCM, Analytics, Monitoring, Management and so on - it has to support more than what CRM technologies are aimed at.   So in essence I believe you are spot on. And it will become accepted as we move to just  'Business' from 'Social Business' that technology might move from a Social Business Platform to a Business Platform. In the same way that becoming a social business requires breaking down the organisational barriers; perhaps the technology discussion needs to follow the same path? Michael

Thought provoking post as always. I can’t help but agree that moving the conversation beyond Social CRM might just be what’s needed to get the ‘suits’ and others thinking beyond the boundaries of what they traditionally relate to CRM. And I agree that the analysts have yet to really ‘nail’ Social CRM – if you examine the lists of vendors in analysts reports many are not full Social CRM at all. Making the comparisons impossible. 
If we can agree that social business is about weaving the principles of ‘social’ into everything we do at an organisation from the inside out; and that it must involve all people in that organisation’s ecosystem co creating value – then Social CRM is only a part of a Social Business Platform. That platform may include CRM, ERP, Billing, HCM, Analytics, Monitoring, Management and so on – it has to support more than what CRM technologies are aimed at.  
So in essence I believe you are spot on. And it will become accepted as we move to just  ’Business’ from ‘Social Business’ that technology might move from a Social Business Platform to a Business Platform. In the same way that becoming a social business requires breaking down the organisational barriers; perhaps the technology discussion needs to follow the same path?

]]> Comment on The Shift Away From Social CRM to Social Business to Maybe Just ‘Business’ by Michael Brito http://www.britopian.com/2012/02/20/the-shift-from-social-crm-to-social-business-to-maybe-just-business/#comment-51146 Michael Brito Tue, 21 Feb 2012 16:24:00 +0000 http://www.britopian.com/?p=2503#comment-51146 Danny, Thank you for the kind note and shares on G+ & Twitter. I agree with you about the terminology but I think its up to folks from Altimeter, Gartner, people like us, as well the social CRM industry influencers to help educate business leaders. If we just focus on Social CRM as a term, I feel like we are siloing the conversation. And if one of the goals of social business is to drive enterprise collaboration and help tear down silos, we will just be digging ourselves down a hole. This, of course, is just my opinion and can certainly be swayed otherwise. Thanks again sir. Danny,

Thank you for the kind note and shares on G+ & Twitter. I agree with you about the terminology but I think its up to folks from Altimeter, Gartner, people like us, as well the social CRM industry influencers to help educate business leaders.
If we just focus on Social CRM as a term, I feel like we are siloing the conversation. And if one of the goals of social business is to drive enterprise collaboration and help tear down silos, we will just be digging ourselves down a hole.
This, of course, is just my opinion and can certainly be swayed otherwise.
Thanks again sir.

]]> Comment on The Shift Away From Social CRM to Social Business to Maybe Just ‘Business’ by Danny Brown http://www.britopian.com/2012/02/20/the-shift-from-social-crm-to-social-business-to-maybe-just-business/#comment-51145 Danny Brown Tue, 21 Feb 2012 15:15:00 +0000 http://www.britopian.com/?p=2503#comment-51145 Hey there Michael, Interesting stuff mate. While I can see the reasoning behind it (and, to a big point, agree), the problem, I guess, is that managers and execs are still geared toward certain terminology. For now, that happens to be CRM (whether social CRM or otherwise). It could be worse - we could be looking at Klout CRM... ;-) In all seriousness, though, there probably will be a time when we need to define exactly what the terminology is that everyone can get (yes, even the suits that prefer the terms currently being used). Of course, I could be biased as we have a blog dedicated to Social CRM... ;-) Hey there Michael,

Interesting stuff mate. While I can see the reasoning behind it (and, to a big point, agree), the problem, I guess, is that managers and execs are still geared toward certain terminology. For now, that happens to be CRM (whether social CRM or otherwise).

It could be worse – we could be looking at Klout CRM… ;-)

In all seriousness, though, there probably will be a time when we need to define exactly what the terminology is that everyone can get (yes, even the suits that prefer the terms currently being used).

Of course, I could be biased as we have a blog dedicated to Social CRM… ;-)

]]> Comment on Social Media Measurement Isn’t Always About The Math by Michael Brito http://www.britopian.com/2012/02/15/social-media-measurement-isnt-always-about-the-math/#comment-51144 Michael Brito Fri, 17 Feb 2012 19:33:00 +0000 http://www.britopian.com/?p=2473#comment-51144 Thank you for the note Stacey. Yes, that is the story I hear quite often. It's not too hard to establish business objectives and KPIs before a program is in market. Appreciate the comment! Happy Friday. Thank you for the note Stacey.

Yes, that is the story I hear quite often. It’s not too hard to establish business objectives and KPIs before a program is in market.
Appreciate the comment!

Happy Friday.

]]> Comment on Social Media Measurement Isn’t Always About The Math by Stacey Cavanagh http://www.britopian.com/2012/02/15/social-media-measurement-isnt-always-about-the-math/#comment-51143 Stacey Cavanagh Fri, 17 Feb 2012 19:23:00 +0000 http://www.britopian.com/?p=2473#comment-51143 Hey Michael. Great write up, in particularly: "KPIs, measurement goals and ROI modeling should be done BEFORE campaigns and programs are in market" It amazes me how many times you see that part overlooked and people get a couple of months into a campaign without being able to answer: what are you objectives and how are you being measured? Thanks for sharing Susan's slides. Hey Michael.

Great write up, in particularly:

“KPIs, measurement goals and ROI modeling should be done BEFORE campaigns and programs are in market”

It amazes me how many times you see that part overlooked and people get a couple of months into a campaign without being able to answer: what are you objectives and how are you being measured?

Thanks for sharing Susan’s slides.

]]> Comment on There Is No Such Thing As 5-10-15 Steps On Becoming A Social Business by Michael Brito http://www.britopian.com/2012/02/13/there-is-no-such-thing-as-5-10-15-steps-on-becoming-a-social-business/#comment-51142 Michael Brito Mon, 13 Feb 2012 19:58:00 +0000 http://www.britopian.com/?p=2461#comment-51142 Very true Adi, very true. Very good advice as well. Very true Adi, very true. Very good advice as well.

]]> Comment on There Is No Such Thing As 5-10-15 Steps On Becoming A Social Business by Adi http://www.britopian.com/2012/02/13/there-is-no-such-thing-as-5-10-15-steps-on-becoming-a-social-business/#comment-51141 Adi Mon, 13 Feb 2012 09:54:00 +0000 http://www.britopian.com/?p=2461#comment-51141 That's the same with any advice though wouldn't you say?  With pretty much any business book or theory you'll have examples of what has worked well in a particular set of circumstances.  The chances are pretty high that, as your circumstances are likely to be very different, that the same steps will not work for you. So does that mean that all business writing is a waste of time?  Probably not, but it does suggest to me that you should: a) use examples and case studies of what has worked elsewhere as imagination starters rather than recipes for success b) treat leaders that have achieved success as mortals rather than god like figures that have struck upon the holy grail.  The chances are high that luck played a significant role in their success, but of course they won't admit that :) That’s the same with any advice though wouldn’t you say?  With pretty much any business book or theory you’ll have examples of what has worked well in a particular set of circumstances.  The chances are pretty high that, as your circumstances are likely to be very different, that the same steps will not work for you.

So does that mean that all business writing is a waste of time?  Probably not, but it does suggest to me that you should:

a) use examples and case studies of what has worked elsewhere as imagination starters rather than recipes for success

b) treat leaders that have achieved success as mortals rather than god like figures that have struck upon the holy grail.  The chances are high that luck played a significant role in their success, but of course they won’t admit that :)

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