In the third installment of looking at the evolutionary path of CRM in a social media sea we will continue using an analog of the cuttlefish ( PBS NOVA show “Kings of Camouflage” ). The cuttlefish’s evolution directly links the cells which manage its camouflage on its skin to its brain and it’s eyes, unlike reptilian chameleons. This provides two distinct advantages; speed in matching the surrounding environment to hide and the ability to mesmerize its prey to eat. Both of these are critical for today’s corporations to survive as well.One of the larger issues today is the integration and coordination of social media in the larger sphere of advertising, marketing, public relations, and consumer relations. Too many corporations take a stimulus-response approach to social media; Twitter bad: reply to Twitter on Twitter, Facebook bad: Facebook on Facebook, etc. Great strategy if you are a planeria flatworm. Bad strategy if you are Pepsi taking on Mayor Bloomberg of NYC regarding fat cola drinking children. Much better to respond by taking people’s temperature with Twitter and Facebook, crafting/commissioning some puff pieces with tame media in multiple outlets, turning into commercial sound-bytes for a mass-market TV ad (in this case like Coke), and resample via Twitter and Facebook for people’s response. Rinse and repeat. This is analogous to the cuttlefish tuning its camouflage to where it is heading as it is running, using its eyes and its brain real-time.
It has been reported that Turkey’s AKP is recruiting and training 6,000 social network storm troopers to counter the opposition’s current use of the social media and get the “correct” word out on the street. Major corporations such as Samsung, apparel design houses, and auto manufacturers “sponsor” influential social media personalities (good recent article in the Wall Street Journal) to try product(s), go to events and take pictures of/with their products. All of this to get past people’s highly evolved resistance to classic media. This all needs to be tracked and coordinated in one place, one data store to rule them all CRM (My Precious). It is too easy for any initiative to go awry without command and control driven by good intelligence. There will of necessity be a large number of relationships to coordinate in a campaign structure and CRM has most of the requisite plumbing in place out of the box.
Now if we add automated software to sweep the Social/Internet space queueing: related keyword topics, natural language parsing of blogs/posts, specific individuals or media outlets, Twitter, etc., a new dimension of potential neural intelligence data will be added. Indexing this information to the social matrix in CRM will allow for its rapid intelligent assessment by people who are informed and in the best position to counter with the total collection of media assets, like a cuttlefish evading a predator or mesmerizing prey. This is why we will see CRM at the nexus of this evolution, it is the fastest way to bring all of the data and all of the people together in one place quickly, without the drag or delay of custom developed systems.