The World Wide Web has presented a completely new landscape for networking. It has evolved into what we now call social networking. The social network landscape is one that is at times more complex and other times much simpler than traditional CRM that is now becoming widely known as CRM 1.0.
No matter what you call it, social CRM or CRM 2.0, the bottom line is this: there is a new way of marketing today. If you want your business to keep up, you must learn to enjoy the view of the new social marketing landscape.
Traditional CRM has included things like:
- Customer Service by Phone
Postal Mail - Instant Messaging
Live Chat - Fax
- Press Releases
- Face to Face
- Video Conferencing
- Handshakes
Social CRM (also referred to as CRM 2.0) keeps these important tools in place but provides new elements like the following:
- Blogs
- Wikis
- Forums
- RSS Feeds
- Pod Casts
- You Tube Videos
- Slide Shows
- Social Bookmarking
Widgets - Auctions
- Wish Lists
It is very important to understand that social CRM doesn’t replace CRM 1.0 on the social network landscape. It’s only meant to enhance the existing CRM infrastructure and expand it. Instead of offering a two dimensional view of customers that includes the name, age, and address; social CRM offers additional depth and information that might be found in profiles on social networking sites or through comments and participation.
Can you see how vast the transition in landscape is from the original CRM and incarnation we know today? But, how does this help you really change the way you do business?
Social networking allows you to participate in conversations rather than issuing statements. Press releases have their function but when you can invite the participation, conversation, and opinions of those who actually use your products, want to use your products, or have used them in the past the feedback can make all the difference in the world to the success of the product, the way you advertise the product, and changes or improvement you make in the product down the road.
Social CRM is an evolution of CRM 1.0 or the CRM your father used. While you do not dare turn your back on the bread and butter of your business for CRM you can’t afford not to look to the future and incorporate as many possible aspects of social CRM into your marketing mindset or you risk being left behind.
Making the move and going forward is not an easy step for many business owners. Not only does it require a leap of faith into uncharted waters and untested social network landscapes but also requires new methods of organization that aren’t comfortable for those who have a more linear progression of thought when it comes to marketing.
Be prepared for a learning curve as you carve out your path on the social network landscape. Taking the time to do this now before everyone catches on will save you a great deal of pain and position you ahead of the pack as others attempt to catch up later on.
