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For eBusiness & Channel Strategy Professionals

Taking Social Support To The Next Level

How A Deeper Relationship With Marketing Can Elevate Social Support

February 17, 2012

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Authors

  • By Diane Clarkson
  • with Zia Daniell Wigder,
  • Lily Varon

Why Read This Report

Many eBusinesses experimented with social support over the past two years. Today, forward-thinking eBusiness leaders recognize that social support represents a fundamental shift in how leading organizations approach support, brand, and engagement. These eBusiness leaders are operationalizing social support and embedding it within a social enterprise strategy that will seamlessly blend marketing, customer service, and other functions. Successful social support organizations have leveraged the synergy between social support and marketing by taking steps to: 1) ensure customer support plays a leading role is social strategy; 2) prioritize direct social support based on brand and customer influence; and 3) ensure social support measurement includes both traditional service metrics alongside brand favorability.

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Table of Contents

  • Social Support Is Evolving From An Experiment To An Imperative
  • Social Success Is In The Synergy Between Support And Marketing
  • WHAT IT MEANS

  • Integrating Social Support Into CRM Underpins The Future Social Enterprise
  • Supplemental Material
  • Related Research Documents