CRM Magazine: June 2010
Magazine Features
Crumbling into Communities
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.
Crafting a Community
Companies can corral as many customers as they like, but any true community has to truly benefit its members—customers and companies alike.
Community Activism
Online roles and responsibilities
Marketing to a Community
Gathering your company's brand fanatics together is only the start. Now you have to mind your messaging.
Infiltrating the Community
When customers gather in social networks beyond the brand's control, the marketing effort has to adapt.
Employing a Community
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.
Cutting the Community
Facing a difficult economic outlook, Zappos.com handled a critical cutback with astonishing transparency.
What You Are Is Who You Are
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
Social CRM Is Growing Up Fast
 
Reality Check
Is Your Community of Customers Sustainable?
Eventually, you have to start buying your competitors' clients.
 
Customer Centricity
Postcards from the Edge
Just because you can engage with a community doesn't mean you have to.
 
The Tipping Point
Five More Community-Prep Steps
Sure, you've covered the basic guidelines—but you're not ready yet.
 
Scouting Report
Analyzing the Workforce
Analytics and on-demand offerings are changing the nature of workforce optimization.
 
Pint of View
Your Community Is Almost Entirely Mute
And yet communities are expected to reflect the people who show up—even the quiet ones.
 
Insight
Crashing the Community
Nestlé feels the crunch when its own social network turns from semi-sweet to dark.
What Is Going On Down There?
In the land of 'feminine-hygiene marketing,' a new campaign changes the way products are advertised.
Market Focus: Sports and Entertainment
Facing Off with Social Media: Two National Hockey League franchise have goals for Facebook and Twitter.
Required Reading: Measuring Your Social Marketing
In his new book, Social Media Metrics, Jim Sterne explains the right way to gauge your success.
CRM on Twitter: June 2010
 
REAL ROI
Learn Before You Leap
Leapfrog, a maker of educational products, gives its customers something to jump up and down about: an online community powered by Lithium Technologies.
A Community in Crisis
A specialist in real estate information offers answers amid a sea of foreclosures.
 
Secret of My Success
Wax On, Wax Off
A Communispace-built community helps Turtle Wax shine up relationships and burnish its brand.
 

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