Preparing for A New Kind of Customer Relationship in the Facebook Era

Strategy & Business Models
Location: 2009 Level:
Average rating: ***..
(3.94, 17 ratings)

Spam from strangers is out, trusted product recommendations from friends are in. The 90s was about the World Wide Web of information and the power of linking information. Today, it’s about the World Wide Web of people and the power of the social graph. Online social networks are changing everything we thought we knew about sales, marketing, and product development — and empowering companies with new tools, insights, and ability to transform customers and employees into true partners.

This session explores how real companies are successfully tapping the rich data and communication media on services like Facebook, Twitter, and MySpace to bootstrap brand and product conversations, virally reach new audiences, and transform existing customers into a loyal sales force. Hear how new social networking concepts such as transitive trust, hypertargeted campaigns, persona profiles, and fringe-relationship “options” are rewriting the rules of sales and marketing, and what companies and developers must do to thrive and win in the Facebook Era.

Photo of Clara Shih

Clara Shih

Hearsay Labs

Clara helped kick off the Social CRM movement in 2007 with her Faceconnector application, which integrates Facebook and Salesforce CRM. She is author of the newly released bestseller, The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff about Facebook and Twitter for business, which has been featured in The New York Times, Entrepreneur Magazine, CRM Magazine, and is being used as a textbook at Stanford and Harvard Business School.

Clara recently left her position as Product Line Director of the AppExchange at to found Hearsay Labs, which provides social media tools enabling sales, marketers, and IT to manage customer engagements across Facebook, Twitter, and their own websites. Clara has also worked at Google and Microsoft, and holds degrees in computer science, economics, and internet studies from Stanford and Oxford. Clara blogs at and Twitters as @clarashih.

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Vicky Kaiser
04/03/2009 1:56am PDT

Communicator extraordinaire.

Sandra Wolfe
04/02/2009 9:47am PDT

Great presenter. I got a lot out of this. Thanks

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