Forward And Commentary
CMO’s seeking to avoid the desensitization that comes with the adoption of new media will want to quickly deploy the Six C’s of Customer Engagement.
A. Introduction
Social media effectiveness for brands and enterprises will rapidly mirror the trends that email and web sites experienced during the late 1990′s to early 2000′s. In fact, social media adoption has passed ubiquitous usage and has mostly begun the process of relevant deployment. Avoidance of Phase 4 Desensitization can be avoided by applying the Six C’s of Engagement (Figure 1.)
B. Research Findings
Recent early adopter surveys identify five key phases of social media adoption:
Phase 1: Eager early adopters. Users eagerly experimented in the newness of the medium. Early adopters attempt to apply the medium to everything.
Phase 2: Ubiquitous usage. Rapid adoption put the medium in the hands of the masses. Adoption exceeds 50 million users.
Phase 3: Relevant deployment. Brands and enterprises apply the medium to the right business use cases and processes.
Phase 4: Desensitization and fatigue. Inundated with marketing, bombarded with irrelevant content, and tired of the newness of the medium, customers begin tuning out.
Phase 5: Rejuvenation. Maturation of the medium ushers an improved era of engagement apply the Six C’s of Engagement.
The Six C’s Of Customer Engagement provide strategies to overcome desensitization and fatigue
Community. Location for engagement.
Content. Topics that drive engagement.
Context. Relevance that create engagement.
Catalysts. Events or actions that facilitate engagement.
Currencies. Monetary and non-monetary exchange of value behind engagement.
Cadence. The frequency of interaction
Figure 1. The Six C’s of Customer Engagement Overcomes Desensitization And Fatigue
The Bottom Line: Apply the 6 C’s of Engagement Or Be Left Behind
The brands and enterprises who apply the Six C’s of engagement in the next 6 to 12 months will avoid mass alienation among existing customers and potential prospects. Application of the 6′s should align with existing business processes and lead to quantifiable outcomes.
C. Report Links
The report is part of Constellation’s Unlimited Quark library and will be made available for purchase after March 23rd, 2012.
Your POV
What strategies and tactics are you using to drive engagement? How do you measure success. Add your comments to the blog or send us a comment at R (at) SoftwareInsider (dot) org or R (at) ConstellationRG (dot) com
Please let us know if you need help with your Social CRM/ Social Business efforts. Here’s how we can assist:
Assessing social business/social CRM readiness
Developing your social business/ social CRM strategy
Vendor selection
Implementation partner selection
Connecting with other pioneers
Sharing best practices
Designing a next gen apps strategy
Providing contract negotiations and software licensing support
Demystifying software licensing
Related Research:
Best Practices: From First To Worst – Continental In A Post United World, Lessons In Next Gen Customer Experience
Monday’s Musings: Seven Basic Privacy Rights Users Should Demand For Social Business
Monday’s Musings: Balancing The Six S’s In Consumerization Of IT
Monday’s Musings: A Working Vendor Landscape For Social Business
Product Review: Google+, Consumerization of IT, and Crossing The Chasm For Enterprise Social Business
Monday’s Musings: Using MDM To Build A Complete Customer View In A Social Era
Monday’s Musings: Mastering When and How High End Brands Should Use Daily Deal Sites Such As Groupon
Best Practices: Applying Social Business Challenges To Social Business Maturity Models
Research Summary: Software Insider’s Top 25 Posts For 2010
Best Practices: Five Simple Rules For Social Business
Research Report: How The Five Pillars Of Consumer Tech Influence Enterprise Innovation
Research Report: Next Gen B2B and B2C E-Commerce Priorities Reflect Macro Level Trends
Tuesday’s Tip: Applying The Five Stages Of Adoption Towards SCRM Projects
Monday’s Musings: Avoiding Failure In Social CRM Projects Requires Ecosystem Coordination
Research Report: The 18 Use Cases of Social CRM – The New Rules of Relationship Management
Monday’s Musings: Why Every Social CRM Initiative Needs An MDM Backbone
Monday’s Musings: 10 Essential Elements For Social Enterprise Apps
Reprints
Reprints can be purchased through Constellation Research, Inc. To request official reprints in PDF format, please contact Sales .
Disclosure
Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy, stay tuned for the full client list on the Constellation Research website.
* Not responsible for any factual errors or omissions. However, happy to correct any errors upon email receipt.
Copyright © 2001 – 2012 R Wang and Insider Associates, LLC All rights reserved.
Contact the Sales team to purchase this report on a a la carte basis or join the Constellation Customer Experience!