Social business has mainly been discussed in terms of what it can do for the company in terms of efficiency of Knowledge Management and Sharing and the impact it has on the organization and culture. One of the aspects of Social Business that so far is under-exposed is the positive (or negative…) impact on the way customers perceive the brand and thus the influence it has on their buying behavior. In this post I will briefly outline how Social Business and Brand Equity are related and help to reframe your thinking about Social Business and why it can be a sound market approach for your organization.
One of the approaches to improving Customer Engagement and Experiences I’d like to explore is the potential to include customers, partners and suppliers in the Social Learning process. One of the drawbacks of an customer ideation platform/community is that more than 99% of the ideas are never looked at or implemented because they do not take into account the business context and constraints.
Whilst ideation may be a good source for innovation for companies, they can be a source of dissatisfaction for those customers who submitted ideas if they do not receive any acknowledgement for the effort they put into it. So rather than feeling closer to your brand and becoming advocates for it, the quite opposite may occur.
About a week ago John Moore @JohnFMoore put his stake in the ground on what Social Support Communities are in the arena of Social CRM. His definition centres around their purpose of conversation around dealing Support questions, for example the Dell Support Site. This got me thinking about what Lithium and Helpstream o.a. actually do, and I believe they cover can a far wider purpose.
The very promising field of Social CRM has been using english as its lingua franca to discuss and exchange ideas. I for example am Dutch, live in Paris and but I use English to express myself in this blog. Likewise, the #scrm discussions seem to take it for granted that online customer communities will use english, and thus these communities run the risk of missing out on solutions found in peer communities hosted in other languages.
In the perfect online customer community the best-of-breed solutions are selected, localised and transposed for the benefit of all the customers wherever they may be. China for example now has more internet users (est.338 million) than the USA has inhabitants – imagine the potential for crowd sourcing!