The Business Impact of Social Computing on CRM

ID Number: G00164858

4 February 2009

Adam Sarner

Social applications are as varied as the online customer interactions they support. Companies can support CRM objectives by understanding how these social applications fit into the online buying cycle.

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Pages: 14

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Table of Contents

Analysis

1.0

Introduction

2.0

The Expanding Social-Software Market

2.1		Not Just Facebook
2.2		Not Just Large-Scale Communities
2.3		Not Just for Business-to-Consumer Enterprises

3.0

Aligning Social Applications to the Online Buying Cycle

3.1		The Buying Cycle Is the Foundation for the Customer Relationship
3.2		Approaching the Online Buying Cycle
3.3		The Broader Impact of Social Computing

4.0

Four Things You Must Do Before Starting Social-Networking Initiatives

4.1

Define the Initiative and Its Purpose

4.2

Cede Ownership and Encourage Participation

4.3

Understand and Reward Different Kinds of Participation

4.3.1

Manage Contributions With Reputation Systems and Social Filtering

4.4

Acquire Skills to Build Relationships Online

5.0

Making Technology Choices

5.1		Enterprises Should Consider Small Vendors and Alternative Delivery Models
5.2		Enterprises Should Watch the CRM Vendors, Too
5.3		The Future Role of the CRM Market in Social Applications

6.0

Conclusion

Recommended Reading

List of Tables

	Table 1.	The Online Buying Cycle and Examples of Successful Social Applications

List of Figures

	Figure 1.	"Social Applications" Doesn't Just Mean Facebook

	Figure 2.	Customers Participate In Four Different Ways

	Figure 3.	CRM Could Become the Hub of a Decentralized Social-Application Market

Social Computing and Social Networking
Customer Relationship Management
Campaign Management

© 2009 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner's research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

Resource Id: 874421