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CRM Magazine: June 2010
Magazine Features
Even as Facebook's membership nears the half-billion mark, your customers are splintering into thousands of other communities. Whether or not these groups are yours, you need to pay attention.
Companies can corral as many customers as they like, but any true community has to truly benefit its members—customers and companies alike.
Online roles and responsibilities
Gathering your company's brand fanatics together is only the start. Now you have to mind your messaging.
When customers gather in social networks beyond the brand's control, the marketing effort has to adapt.
How Zappos.com became a billion-dollar company—by delivering happiness, an exclusive excerpt from the new book by Zappos.com Chief Executive Officer Tony Hsieh.
Facing a difficult economic outlook, Zappos.com handled a critical cutback with astonishing transparency.
On January 3, 2009, Zappos.com Chief Executive Officer Tony Hsieh posted "Your Culture Is Your Brand," a now-famous message on the company's blog. We've included an excerpt of that blogpost here, but the original can be found at http:sn.im/hsieh/010309.
 
Front Office
 
Reality Check
Eventually, you have to start buying your competitors' clients.
 
Customer Centricity
Just because you can engage with a community doesn't mean you have to.
 
The Tipping Point
Sure, you've covered the basic guidelines—but you're not ready yet.
 
Scouting Report
Analytics and on-demand offerings are changing the nature of workforce optimization.
 
Pint of View
And yet communities are expected to reflect the people who show up—even the quiet ones.
 
Insight
Nestlé feels the crunch when its own social network turns from semi-sweet to dark.
In the land of 'feminine-hygiene marketing,' a new campaign changes the way products are advertised.
Facing Off with Social Media: Two National Hockey League franchise have goals for Facebook and Twitter.
In his new book, Social Media Metrics, Jim Sterne explains the right way to gauge your success.
 
REAL ROI
Leapfrog, a maker of educational products, gives its customers something to jump up and down about: an online community powered by Lithium Technologies.
A specialist in real estate information offers answers amid a sea of foreclosures.
 
Secret of My Success
A Communispace-built community helps Turtle Wax shine up relationships and burnish its brand.
 

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