Social CRM: Ground zero for Enterprise 2.0 in 2010

Larry Chien    Social CRM     CRM, Customer, Customer Relationship Management (CRM), Dion Hinchcliffe, Enterprise 2.0, Enterprise Software, Product Development, Social CRM, Social CRM Scenario, Software, 客户关系管理

By Dion Hinchcliffe | February 3, 2010, 9:14am PST
source：http://www.zdnet.com/blog/hinchcliffe/social-crm-ground-zero-for-enterprise-20-in-2010/1194

Summary: There’s been some debate recently on whether Social CRM is part of the broader Enterprise 2.0 story. I try to answer the question and explore some of the latest thinking on social business and how it can help transform the customer relationship for real competitive advantage.
Social CRM是否是广义的Enterprise 2.0（企业2.0）的一部分？本文分享了Social Business方面的最新思考，以及它如何帮助转变客户关系以获得真正的竞争优势。

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[分享] Social CRM Definition （Social CRM定义）

Larry Chien    Social CRM     CRM, Social CRM

Social CRM@Wiki — http://en.wikipedia.org/wiki/Social_CRM

Social CRM

Social CRM is use of social media services, techniques and technology to enable organisations to engage with their customers. As an emerging discipline, interpretations of Social CRM vary, but the most frequently quoted definition is from Paul Greenberg^[1]:

Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.
Social CRM是一种商业策略与商业哲学，由技术平台、商业规则、工作流、流程和社会化特性所支持，设计为在协同式的对话中与客户接触，从而在一种互相信任的和透明的商业环境中提供相互有益的价值。Social CRM是公司对于客户在对话中的所有权的响应。

Social CRM is often used as a synonym for Social Media Monitoring, where organisations watch services like Facebook, Twitter and LinkedIn for relevant mentions of their product and brand and react accordingly. However, this is too narrow an interpretation, as Social CRM also includes customer communities managed by the organisation themselves.
Social CRM经常被用作SMM (Social Media Monitoring)的同义词。企业使用SMM服务监测来自于Facebook, Twitter和LinkedIn对他们产品和品牌的提及（注：在中国，这些媒体平台分别对应于新浪微博、腾讯微博、开心网、豆瓣等社会化媒体）。但是，这是一种过于狭隘的解释，因为Social CRM还包括组织自身管理的客户沟通。 read more