Alan Gutierrez

AccMan Pro in Thingamy - part 2 - CRM v.2.0

After Ric’s remarks I had another thought. Could blogging become the Web 2.0 CRM package of the future? Why did that thought occur? Because if I can tie Thingamy apps to content management system based websites (blogs/wikis) for document management purposes, then I can link my blogging activity to sales of product and back into the capture mechanisms I need for running my business - which could also manufacture at the same time.

Ric and Dennis, the answer is yeah, baby! CRM, baby! That’s where corporate blogging has got it all going on.

Blogging is a conversation, and conversations produce relationships. If you are a producer of goods, or a provider of services, some of those conversations are with customers, and that puts blogging in customer relationship management.

Which means we need to prise blogging from the marketoids and put in the hands of the customer representitives, human resources, and tap into all the other people in your organization who can take time out to tell the story and make things right.

If Ric is watching, any further thoughts on blogging as CRM?

The Web Enabled Business Card

I’m talking to folks in New Orleans about blogging. I’d like to make a business of helping business reach new customers through blogging.

I have to start from a strange position, however. People are talking to be because they want a web site, not a blog.

When folks around here think web site, they think business card. To them, a web site is a business card, but on the web. They want a web site so they have a web address to put on their business card.

I’ve noted before that New Orleans has little use for social networking software, since they have so much social networking hardware, the cafes, bars, restauraunts, churches, corkboards, etc.

People here don’t use the web much. They tend to expect a brochure, or if they’ve been sold flashy gew-gaws in the past, splash screens and animations.

Before I can help them with creating a content based web site that will help their business, I have a lot of explaining to do.

A Special Kind of Web Site

You’ve got to start with Google. Blogs are because of Google. Google begat blogging.

I ask a fellow New Orleanian, “what search engine do you use to find something on the web?”

They will say “Google.”

I’ll reply, “So, you don’t type http://plinkityplinkityplonkplinketyplonkplonk.com/ do you? You go straight to Google and type in the first words that come to your head, right? That’s what most people do these days.”

Then we look at were they sit in the Google rankings. Given the web sites most folks have around here, it is usually quite low.

The genernal explaination of the value of blogging is as follows.

Once your web site is attracting Google, it’s going to attract people who might never visit New Orleans, who might never visit your shop, or meet you personally. Google searches information you see, so it needs to search text not pictures and flashy gew-gaws. You need to place more and ever changing text on your web site and you’ll attract new customers, and keep in touch with visitors to New Orleans.

I’ll explain that a blog is a special kind of web site that lets you attract Google. It’s not a diary, although they look like a diary. It’s a format that is easy to update for the author. You choose a subject and write an open letter. It’s an open letter to the people that may stumble across your web site. It’s an open letter to Google.

Over time, if you keep writing these open letters, you’ve got a lot of information out there. People will keep finding that information though Google. With comments in place, they can respond to your open letter.

Then it’s a quick run down of the basics of what Google likes and why.

1. Ever changing text means something going on here.
2. What the links say about you is more important than what you say about yourself.

Google Juice is another word for links, of course.

Here are points that I make in the course of the explaination.

• If Google can’t read you, then Google can’t find you.
• If Google can’t find you, no one can find you.
• Google can’t watch a flashy gew-gaw and say, oh that’s a cartoon hammer, this must be a web site about roofing.
• Google likes what people like, information.

A blog is a special kind of web site. One that is easy to update frequently. One that attracts customers and retains the interest of existing customers.

Life Outside The Conferences

You all know this isn’t shinola. It’s all old hat to you, the blogosphere.

Tell me California, how do you preach when there is no choir?

I’m trying to get people to see importance of content for their web site. That it’s not a brouchure, a one shot.

A web site is not for advertising, its for communication. You don’t want to show your customers a buch of cartoons. You don’t want to bore them with advertising copy.

You want to invite them to communicate with you.

Instead of a web site, create a web log. Talk to your customers. Be open. Speak in the first person.

Then listen carefully to their responses.

It’s a CRM for the poor boys.

It’s a way to engage with customers, not to broadcast at strangers.