Information About The Book!

Lorem ipsum dolor sit amet, consectetur adipiscing elit. In nibh sapien, aliquet tincidunt fringilla at, feugiat quis enim. Cras consequat, ipsum et posuere venenatis, nulla massa mattis eros, sed varius turpis quam sit amet purus. Vestibulum vehicula consectetur congue. Sed facilisis nisi in lectus convallis, porttitor hendrerit est consequat. Vivamus hendrerit, ante sed ornare molestie, tortor lorem suscipit tortor, id sodales mauris metus quis purus. Nulla egestas tellus eu enim consectetur, sit amet sagittis nisl eleifend. Mauris laoreet venenatis sem, lacinia mollis augue mollis ac. Nulla a neque a justo dignissim feugiat. Mauris rhoncus eros sit amet augue dictum fringilla. Nunc dictum lobortis convallis.

Sub-Heading

Aenean vulputate urna est, ac sollicitudin enim vulputate et. Vestibulum tempus lacinia consequat. Donec posuere enim mi, vel lobortis erat pulvinar nec. Duis felis purus, adipiscing sed dolor at, volutpat sagittis magna. Sed imperdiet scelerisque mauris, vulputate dictum augue egestas sit amet. Nullam sit amet eros non purus fermentum dapibus ac a mi. Curabitur id viverra nibh. Donec scelerisque vulputate nunc, non interdum orci. Morbi ut quam eleifend, placerat ipsum eget, iaculis arcu. Curabitur blandit consequat nulla. Praesent non pellentesque neque. Duis tortor purus, dignissim sit amet sagittis egestas, feugiat nec elit. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nullam pellentesque lectus nec arcu ullamcorper, a vulputate augue semper. Duis auctor velit in nisl scelerisque consectetur. Sed ornare quam diam, at placerat risus tristique at.

Sub-Sub-Heading

Vivamus vel facilisis ante, vel porttitor metus. Sed eu congue nibh. Fusce non diam ut enim pretium pellentesque. Vivamus quis euismod quam, non aliquet risus. Etiam ornare lorem sit amet gravida eleifend. Cras quis nibh pretium, pretium turpis consectetur, lobortis leo. Phasellus sed vestibulum metus, id vestibulum odio. Donec quis nisl ante. Fusce tristique sagittis erat ut bibendum.

Print Friendly

Who is the Social Customer?


Posted by on June 24, 2010

You might have heard that Social CRM is all around developing strategies around the “social customer”.  But, what exactly is a social customer and what do brands need to know about interacting with her?  Chess Media Group has released a whitepaper with Attensity 360 (which is free) introducing the social customer and the document provides a lot of valuable information and insight on who exactly the social customer is and why it’s important to understand her.  The entire document was edited by Mitch Lieberman (who actually also contributed content as well) who did a killer job.  Here’s what we covered from a high level.

We broke down the whitepaper into several parts:

Part 1 introduces the social customer and takes a look at how she interacts with content on the web and via mobile devices.  It also takes a look at some of the implications that the social customer has on brands and companies.

Part 2 talks about developing a holistic relationship between the company and the social customer and explores things such as company outputs vs company expectations as well as what the social customer actually means to brands.

Part 3 addresses creating mutual value between the company and the customer.  Referring to a quote from Gartner that I always use:

“By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value.  Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure.”

Overall I think we did a great job with this whitepaper and everyone worked hard; I’m proud of the work we did.  In a few days I’m going to talk about the Social CRM whitepaper that Chess Media Group released around understanding Social CRM as it goes quite well with this one, but you’re going to have to wait a few days for that one.  Understanding the social customer is a great preface for what we are going to talk about next.

Here is a teaser powerpoint that was created to give more information about the whitepaper.

As I mentioned the whitepaper is free to download so please do so (and share it!) and let me know what you think.

Print Friendly
  • http://www.lithium.com Katy Keim

    Jacob, thanks for sharing this. I think the biggest concern I have is that we run the risk of generalizing and assuming about the 'social customer' just like we have in previous marketing efforts. (Know your customers as a platitude). You talk about how the social customer is a big producer of content, for example. There are a lot of customers who are lurkers, consumers and commenters on content, but not creators (ahem!). Where social meets the customer can be REALLY powerful is we can start being more intelligent about who is an influencer, an advocate, a detractor–and know these people more intimately. That is the power of this next generation strategies and tools, imo.

  • http://www.thefutureorganization.com Jacob Morgan

    Hi Katy,

    Good point and yes I agree with you. We did make a generalization in the whitepaper but I don’t think all social customers are content creators, I think the key difference is actually how they consume information.