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Some things are made to appear bigger than they are. The evening before a battle Genghis Kahn would make each of his soldiers light five fires instead of the customary one. He did it to make the enemy believe that his army was bigger than reality. His method of obfuscation put the enemy on tilt which led to subsequent victories and bloody executions. At times I believe the Social CRM (sCRM) crowd has taken a blow torch to the CRM landscape and added the vague ‘Social’ wrapper term. They make it more complicated than it is in order to create...

“The Velvet Rope Effect.” Using Exclusivity to Drive Customer Engagement and Growth

24 Jun 2019

Jas Dhillon

CRM, Mobile, SOCIAL

“VIP.” “Private.” “Wait List.” “By Invitation only.” These words create a sense of mystique, desirability, exclusivity, and scarcity in the hearts and minds of anyone who sees or hears them. “I Must Get Access” is the first typical emotional response. “When and How Can I Get Access” follows, then if unsuccessful, “Why Can’t I Get Access,” and finally succeeded by “How Can I Beat the System to Get Access Faster.” These emotional responses have massive power in the world of brand marketing. Exclusive Credit Cards, Vacation Packages, Clothing Lines, Financial Services, Resorts, Inter-City Flight Airlines, and even Online Services...

The Imminent Cambrian Explosion of Social Business Information

06 Jun 2019

Jas Dhillon

SOCIAL

Life Unbound The Cambrian Explosion, starting ~ 580 million years ago, was the most critical phase in the evolution of life on Earth. It was an era of explosive growth when countless new variations of phyla including plants, animals, phytoplankton, and calcimicrobes came into existence. Before this most organisms were simple, composed of individual cells, occasionally organized into colonies. Over the following 70 or 80 million years the rate of evolution accelerated dramatically, as defined in terms of the total origination and extinction rate of species, and the diversity of life began to resemble today’s. Most scientists agree the Cambrian Explosion occurred due to environmental,...

A Useful Tool for the Digital Marketing, Social Media and Information Technology Executive

03 Dec 2013

Community, Enterprise, online market, research, social, social enterprise

JasDhillon

SOCIAL

Social business platforms for Brands to engage with Consumers and for Enterprises to engage with Employees, Partners, Suppliers and Investors are evolving rapidly in capability and complexity. As I surveyed the technology landscape from a product strategy perspective I didn’t find a single source that I could use to get a quick snap-shot of the various platform vendors out in the market place. Given the importance of Social Technology and its inexorable march into every facet of our daily lives I realized that a lot of Digital Media Executives also face the same challenge. I created this matrix with co-author Daniel...