In Part 1 I shared some thoughts and observations on what role cloud computing was playing at Convergence 2010 Atlanta. I also promised to get back on the other hot topic, which should not be a surprise to anyone. No, it’s not XRM. But if we’d follow a similar naming convention, I guess it could be called SocialX, meaning “social anything”.
If the cloud computing movement is about the shift in technology, then the social web revolution is all about the people and their new forms of behaviour. Sure, it’s powered by some tech innovations from Web 2.0, but it would be a stretch to claim that the source code behind services like Facebook or Foursquare contains the magic ingredients that have caused the eruption of the social media volcano. To prove my point, just take a look at the following slide:
This “social customer stack” is taken from the Deriving Value from Social Networks session by Nikhil Hasija and Paul Greenberg. It was the best 60 minutes spent during Convergence 2010, hands down (even better than The Return at Tabernackle or The Geeks Band at Hard Rock Café). One particularly great thing about it was that there were absolutely no sceenshots of Microsoft applications, like in all other Convergence presentations. No attempts to push products like the Social Media Accelerator or anything else MS branded. Everything was built around the core message: what has changed since the invention of traditional CRM and why the customer is now in charge.