Facebook Groups: New CRM?

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13 Δεκ 2013 (πριν από 3 χρόνια και 9 μήνες)

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Facebook Groups:

New CRM?








11/10/2010

Facebook Groups: New CRM?


Written by
Lyndon Morant

&

Ciarán Norris



11/10/2010

Facebook Groups: New CRM?


Facebook
recently launched Groups, a

tool
that enables you to

group


your friends

with
other
like
-
minded people

and then filter who receives what messages, photos, and other content
.

In
short
Groups enables you or a brand to
segment your

friends and
its
fans and tailor
all
subsequent
messaging.
A
ll you need to do is simply tag a friend or fan to include them in a
G
roup.
It is a major move away from

Facebook founder
M
ark Zuckerberg‟s
original vision of
breaking down

privacy barriers; in his words:

The days of you having a different image for
your
work friends or co
-
workers and for the other people you know are probably coming to an
end pretty quickly”.


Each
G
ro
up will have today‟s

Facebook experience

but with bespoke content
: info page, a wall,
photos, notes, etc. Facebook has added a

new

„docs‟

t
ab
, which replace
s

notes and resemble
s

a wiki page
;

some are suggesting that
t
his feature quietly
challenges
Microsoft‟s Word
and
Goo
gle‟s Documents.

Furthermore, Facebook has added email integration into their platform,
which accelerates its desire to bec
ome tomorrow‟s main communications hub.





How will Group‟s effect brands? At the moment Facebook has made it clear that Pages remain
their main “open” brand platform while Groups
is

mainly for consumers.
However, b
rands can
create “Groups” via
proxy in
dividuals and characters pages (e.g., Alexander Orlov representing
Compare the Market). In such scenarios b
rands could replicate their CRM models by
establishing various groups for different customer segments; e.g., a credit card company
could create a “pr
emium” Group for its most valued customers and create bespoke, exclusive
content for that audience.
Facebook has

also updated their
Open
Graph API with the new
Group functionality so brands could manage brand Groups off
-
site.


Brands should note that a
t
the moment Groups lacks the robustness of most CRM platforms;
in fact p
eople can be added to a
G
roup by any of their friends, with no option to accept or
decline this action.
Furthermore Group

members also receive notifications of
all actions

within
the

co
mmunity
, and can‟t stop people re
-
addin
g them if they choose to leave; to such
unwitting audiences brands need to be careful that they are not perceived as spammers
.


Long
-
term the Groups will evolve to include more features and functionality. Brands need
to
evaluate their objectives and monitor this evolution to assess when and whether to embrace
Groups. In the meantime we would recommend that at a minimum brands

monitor

G
roups
that are set
-
up around their brands, and
engage

constructively
where value can
be added.