Staffing the Conversation: Structures

for Authentic Social Media EngagementLaurence Buchanan, Head of CRM & Social CRM, Capgemini UK

Control of the

conversation has

shifted to the customer

There’s nothing

new in customer’s

asking for advice

But the communication

mechanism has changed

Consumers can connect

online with “trusted experts”

...and tribes of “people like them”

Anyone can participate

...if their message resonates then people will gather round

Social Media brings opportunity and threat in equal measure

The social media sweet shop of opportunity

But beware of dark clouds...

So how do you respond?

The ostrich approach

The megaphone approach

The chameleon approach

The dancing dad approach

The command and control approach

The hare and tortoise approach

The joined up approach

Handing over control?

Whichever approach you choose...

Start with the customer

Build a customer-centric vision & strategy

Provide customers (and

customer facing staff) with

the tools they need to create

value

Measure, be agile and

embrace constant

change

For more information:E-mail: Laurence.buchanan@capgemini.com

Twitter: @Buchanla

Blog: thecustomerevolution.com

Images: istockphoto.com