Jeremiah Owyang Video - Companies & Social CRM

http://www.ideasproject.com/ JEREMIAH OWYANG
Companies will Adopt Social CRM Technologies
Right now customers, prospects, employees have run away from the corporation and you see this happening on Facebook, and other social networks, and even within their own Intranet they can adopt easy to deploy tools like Socialtext, or any type of collaboration tool. So, they're running away from the company because the company doesn't provide them with those resources.
So, I think in the next few years, companies will adopt all of those little bits of technology and put them into a more organized fashion, and one of those tools is called "social CRM". Now, you've probably heard of CRM systems in the past. It's how they organized information around customers from prospect, to customer, to support. We should expect those types of technologies to connect and merge with all of those other tools that are out there, outside of the firewall. So I think that companies will try to respond to this fragmentation that's happening by having that organized response and a lot of those technologies will be bundled into that overall product set called social CRM.

Can Adopt New Technologies Without the Need for Organizational Approval
In the past, technology decision making has been done usually through the project management office, or the CTO, or the CIO. Now, business units can adopt the technologies they want without having to go through that sometimes very constrained organization, with limited budgets, and having to prioritize these things. Because the barriers have dropped so much to access these products, and they're very inexpensive, if not free to use; Box.net, and there's a lot of tools out there you can just pick up 37signals and use, or Facebook. They're all free to use, Google Docs especially. Consumers, people, employees can adopt these, at will, no barriers. The decisions are made outside of the traditional decision-making CIO office.

Mobile Devices will Leverage Location & Time Data to Enhance Transactions
We're seeing existing social networks now being deployed on mobile devices like Facebook on iPhone and Yelp on iPhone, picking up steam very rapidly. So, this provides a new level of triangulation - location and time, which you didn't really have just sitting in front of a browser. You might have had time, but it didn't matter as much. So, this more information you have, we're starting to see it. For example, Foursquare, a mobile social network where you identify where you are, like I could punch in here "I'm at the Altimeter's Hanger," well, what it already does now, it shows tips from your friends about other interesting locations and also there's the opportunity to deploy ads; companies can say, "If you come and show this screen to this wine company..." this actually happened to me, "... you can get 15% off."
So, that's good at a first level, but imagine even further, where these devices will say, "Three of your friends are down the street. Bring them over to this store, at Starbucks, and you all get 20% off with your favorite beverages that we know you like. The table is reserved for you, under your name. Do you accept? Buy here," and you can buy it on your mobile device, walk over to the store, and it's all set up for you. It's total fantasy, but it could definitely be available.

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