The Path to Success in Social Business is through Social CRM. By Mitch Lieberman

19 March 2010

The Path to Success in Social Business is through Social CRM. By Mitch Lieberman

At first I was going to state the title in the form of a question, but this is not Jeopardy, and I wanted to make a point. The point is simple really, the path to success in Social Business is through Social CRM, said with conviction, not hesitation. This is not going to be a blog about definitions, though some may show up later or in the embedded presentation. While I have decided to move past the definitions, others may not be ready – fair enough, catch-up when you can. My approach is to put forth a convincing argument by using the characteristics and attributes that make up the Social Customer, Social CRM and a Social Business; not trying to redefine them.

My own struggle has been to place these concepts in the proper context, individually. To try to talk about any of these topics, without bringing up the other two is just hard and many times it just does not make sense. My operating theory is, ‘if I am having trouble a whole lot of other people are as well’. If you are an IT purist, it is like trying to talk about just Cost, just Schedule or or just Scope (not to mention Quality) without talking about the others – they are related, strongly – interdependent.

While technology certainly plays a role here, maybe it is even to blame, this is not about technology, rather what has started because of it. While the conversation would not be happening if it where not for the rapid change in behaviors caused by technology, it is about the change in culture and the change in behaviors of the customer (iPhone, Facebook, LinkedIn, FourSquare, YouTube, Blogs). Because they are ALL talking to eachother! By the way, whether you are Business to Business or Business to Consumer, it does not really matter. Yes, there are some differences, but there are more similarities than differences. We are all humans, and emotions play a big part in business too, sorry, it just is!

What is the point?

I have stated on many occasions that I use blogging to formulate my own thoughts on a particular topic. In this case, it was the creation of a presentation – or the template for a set of presentations which I need to deliver, beginning next week. I wanted to share the presentation, so that I am able to get feedback and begin a conversation on how I can refine the delivery. What would a presentation be in this space, if it is not actually Social and Interactive. The presentation will not remain static, nor should it. It is also anyone’s to use, if you think it can help. The presentation is not an attempt to be a strategy either, that is yours to create.

My thought process was to break it down into small pieces, then attempt to put it all back together. The baseline of understanding is not a definition of a system, but the characteristics of the system. The end of the presentation is not yet complete, but I wanted to put this out there so people were able to review. Please let me know your thoughts – Selecting the “Wide Screen” option on the lower right worked best for me. If the embed feature did not work, there is a link below.