stattMeetingInter-departmental collaboration is important in every organisation and is essential for an effective Social CRM system. For example, the Marketing and Communications department need to liaise with the Customer Service department regarding customer interactions and any complaints while it is the Sales department that provides up to date information on products, pricing and the sales and purchase cycle. Therefore, Social CRM works better when carried out cross-functionally and this relies on good working relationships to be effective.

Good working relationships
Good working relationships can be built by promoting a climate and culture of mutual respect, trust, loyalty, co-operation and the achievement of common organisational goals.

It can be enhanced by:

  • Providing clear direction and clear vision
  • Communicating team values and goals to all members
  • Establishing ground rules for what is acceptable and what is not
  • Establishing a method of listening, encouraging feedback
  • Considering each person’s ideas as valuable
  • Respecting individual feelings
  • Promoting unity among members
  • Promoting clear communication
  • Encouraging information and knowledge sharing
  • Evaluating individual and team performance, providing feedback

We all know the power that mass-media can wield in shaping public opinion and how it is sometimes used negatively to manipulate and distort facts. This is also true of social media. In this video, veteran investigative journalist Sharyl Attkisson shows how fake grassroots movements funded by political, corporate, or other special interests manipulate and distort media messages.

Eniola Alabi MCIM Chartered Marketer:

Cultural capital is the new important factor that gives competitive advantage. Strong culture, which includes strong values, when added to good strategy will result in high performance.

Values are significant aspect of corporate culture. Corporate culture is made up of beliefs, behaviour and values of leaders of an organisation. The leader manages and steers the values of the organisation in a way that enhances positive corporate culture so as to achieve high performance when combined with intelligent business strategy. A values-driven culture will focus on all stakeholders, especially on the needs of employees and customers. Organisational transformation begins with the personal transformation of the leaders.

Below is a blog post by Dean Deguara on Creating Healthy Culture that I also wanted to share with you.

Originally posted on Dean Deguara:

Image by David Castillo Dominici courtesy of Image by David Castillo Dominici courtesy of

Culture is the set of shared attitudes, values, goals, and practices that characterizes an institution or organization. Here are some key questions to ask yourself and your people when searching the soul of your organization and creating healthy culture:

What are the shared attitudes of your team? Awesome attitudes create awesome atmospheres. When these types of attitudes our shared amongst team members it creates authenticity, honesty and transparency leading to a culture of trust. On the other hand, wrong attitudes that exist among team members can lock up an atmosphere and create a culture of mistrust. Instead of open and honest conversations, a lot is said behind closed doors. Instead of having each other’s back, team members are stabbing each other in the back. An organization’s altitude is determined by the people’s attitude. Sharing the same healthy attitudes as a team requires shaping the…

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Proxama was at TFM&A 2015 to showcase Mobile Proximity Marketing

Proxama was at TFM&A 2015 to showcase Mobile Proximity Marketing

Mobile Proximity Marketing, as redefined by Proxama, delivers targeted campaigns matched to the context, location, behaviour and profile of the customer, increasing dynamic connections with consumers and ultimately, loyalty and sales.

Proxama was at TFM&A 2015 with their latest project to showcase how these new technologies work and how they can be maximised to increase consumer engagement and measurable returns. With the help of Loka, Proxama’s new app, Beacon notifications deliver special offers and information to consumers’ smartphones when they are nearby, perhaps while they are shopping on the high street.

Coca-Cola softdrinks
There are 6 billion sim cards in use worldwide and mobile devices represent 10% of total internet traffic and this is still growing. Coca-Cola is set to capitalise on this growth and use mobile rich media to create experiences and interactions between consumers and the Coca-Cola brand. This should help the company towards achieving its 2020 vision plan.

The Coca-Cola mobile ad that lets you buy the world a coke from your mobile phone is a great example of this kind of mobile rich media.

You even get to add a personalised message as you send the coke to an unsuspecting person across the world. There are specially created vending machines globally for you to choose from and you see a customised video of your coke as it travels across continents. The recipient of the free coke gets to record a personalised message that is sent back to you.

stakeholdersImageStakeholders are those people, internal or external to your organisation, who would be affected by the decisions and activities of your organisation and who in turn have the potential or ability to affect the company.

These stakeholders will agree to opt in to your social CRM if they perceive some advantage for themselves. This perceived advantage varies with each stakeholder group and could be anything from good reputation to improved customer service. Social CRM contributes to Marketing, Sales, Feedback, Service and Support.

Stakeholder Analysis is necessary to identify key stakeholders so as to achieve effective communication that will engage each key stakeholder group for a mutually beneficial relationship with the organisation. For example, it will help determine the right social media channels and what media to use.

It is the stake that each stakeholder holds with the organisation that determines their type and level of influence.

The following are 3 different types of motivation or stakes that determine the type of key stakeholder.

Economic stakes
This is usually the largest group of stakeholders who would be affected economically by your organisation’s activities. They include employees, customers, suppliers and competitors.

Equity stakes
These are those with some level of ownership of the company such as shareholders and directors.

Influencer or Moral stakes
These stakeholders are mainly concerned with standards, responsibilities and community. They  include professional bodies, government, regulators and the media.


Analysis and identification of stakeholders will enhance your social CRM as it will help to devise the most effective ways to engage and collaborate with the key stakeholders of your organisation.

Corporate Social Responsibility

The European Commission puts forward a new definition of Corporate Social Responsibility as “the responsibility of enterprises for their impacts on society”.

CSR relates to activities by companies over and above their legal obligations towards society. Through a strategic approach to CSR, companies will be better positioned to react to changes and to take advantage of new technology, thereby encouraging new markets and growth opportunities.

CSR necessitates engagement with internal and external stakeholders. Social media networks are effective marketing tools to enhance CSR because they are interactive and immediate communications platforms.

Various ways to use social media to drive CSR

  • Using YouTube video to enable consumers learn about the company’s philanthropic and Corporate Social Responsibility initiatives.
  • Provide an opportunity to connect and engage with loyal customers around social responsibility issues and create a sense of community.
  • Connect with influencers and community leaders
  • Find out more about their audience and customers and how best to serve them
  • Provide thought leadership and information on the issue
  • Enhance effective customer service and corporate identity

Companies build separate Facebook pages and Twitter profiles for important philanthropic or social responsibility programmes. These help to publicise the company’s Corporate Social Responsibility achievements such as the communities they have impacted positively, beneficiaries they have helped and funds that they have donated to charities. Social media can help them to spread the word and amplify their good causes, thereby increasing their fan base and influence. An example of this is CSX’s Facebook contest for Earth Month.

CSX launches Facebook contest for Earth Month


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