Paul Greenberg’s CRM Idol is a brilliant concept as competition with an initiative to both identify and showcase CRM and SCRM related start ups. Fortunate candidates gain exposure and support from investors, influencers, technology/strategic partners, media connections, etc. But there is more to explore if we look at the contest from the inside of the industry outwards. In addition to the the unique opportunity that CRM Idol has offered these emerging companies, it’s also been an interesting example of what candidates should and should not be doing, with some startling preliminary results so far.
In short, many of the candidates could have done more to maximize their exposure with the related high value FREE PR.
Using start up Next Principles Event Monitoring offering, NP CEO Satya Krishnaswamy and I have been measuring CRM Idol impact from the perspective of the event organizers and judges for several months now. While working in the spring with @NextPrinciples on some design/development/use ideas, I thought what better example to use for monitoring events via social channels than to select an event-driven by social business industry leaders? There were some good reasons for picking CRM Idol specifically for this experiment:
- The teams of judges, panelists, mentors, sponsors offer a rare grouping of many of the very best minds in the social business arena. How does that play out in their own event promotion?
- The high level of interest in technologies and innovations geared towards bridging the gaps between traditional and socialized crm
- The opportunity for the candidates to show their own social/crm savvy as participants in the event
- Aside from the ‘company’ event tweeters, 570 more people tweeted about CRM Idol resulting in a 12% follower growth rate for the specific event handle ‘@pgreenbe’
- Oddly, we would have predicted both social and SCRM to have been included in more related tweets considering today’s hash tag economy, but ‘latam’ made a surprisingly strong appearance, likely due to Jesus Hoyos influence
The Candidates ‘Social Event’ Performance
Advice for the Candidates
It’s a simple concept: For start ups participating in an event, especially one like CRM Idol that has a built in network of influential broadcasters – grab the free PR and run with it! Talk it up at all stages.
- Post blogs! Share your stories about being accepted to present, your demo prep, your expectations. Hell show your belly and admit to being nervous, if you are.
- Get to know the other candidates/presenters. Don’t just stalk them surreptitiously and mock their videos. Make an effort to explore commonalities and differences beyond their solutions. Who is their customer and can you share them? Who are these other entrepreneurs who are just as eager as yourselves to be change agents? What can you learn from their experiences?
Don’t just wait for the event to jump into tagging – add ‘CRM Idol’ to videos, images, tutorials early on so that the chatter starts – and the impact will last long beyond the event.
During the event
- Carve time out each day to respond to people who’ve tweeted about your participation. Especially those who’ve expressed further interest in you or your products.
- Wish the others luck. Did I really have to say that? Good sportsmanship is always a sign of a good leader.
- Tweet, write, update at least a few times a day. Interested people who aren’t watching in real-time will surely check the social channels for updates, won’t they?
- Thank the organizers. And the judges. And the panelists. And anyone else who has shown the slightest bit of attention your way.
- Thank the organizers/participants again – in detail. Write about it again in 1, 3, 6 months and share the impact it’s had on you and your company. Did one key conversation or insight radically change your strategy? How’s that working out?
- Provide the organizers real feedback. Did you have an increase in sales? Did you form new partnerships? Let them know if you got results, even if you didn’t ‘win’.