Page 275 - Social Media Marketing

external reviews in full public view on the “My Starbucks Idea” site. Two hundred
innovations between 2008 and 2010 works to an average of two customer ideas
implemented every week. The business benefit is obvious: Starbucks stock price has
recovered (and at a faster rate than other industry competitors). Microsoft has picked
up on the same theme in its Windows 7 advertising, featuring testimonials wherein
customer ideas that resulted in a specific software feature are highlighted to convey a
sense of ownership for the product to Microsoft’s customers. For a firm whose biggest
celebrations were historically centered on “launch days”—which celebrate Microsoft
employees— placing the customer at the center and making the customer the star is
very smart.

P Table€9.3╇â•R‰ epresentative Enterprise Collaboration Platforms

Platform Provider Component Type More Information

Jive Software Internal collaborative communities www.jivesoftware.com/ 253
Lotus Notes www.ibm.com/software/lotus/
Lotus Connections Internal collaborative messaging and ■ ╇ R eview and H ands - O n
Lithium Technologies discussion applications www.lithium.com

Oracle Support communities and Social CRM www.oracle.com/socialcrm/
platforms
SharePoint sharepoint.microsoft.com/
Internal (employee) collaboration based
Socialtext on social and conversational data www.socialtext.com/

Collaboration, information management,
and intranet-based collaboration

Connecting employees across the organi-
zation and specifically around social and
conversational data

Review and Hands-On

Chapter 9 built on customer engagement and collaboration—the subject of Chapter€8—
wrapping it around the business and then bringing it inside the organization. CollaboÂ