The journey to engaged customer community: Evidential social CRM maturity model in Twitter

摘要

Abstract >We investigate the company use of Twitter as a platform for social customer relations management (SCRM) to find that message type and follower growth follow an identifiable maturity model. Studying longitudinal Twitter data from 73 Standard and Poor's companies, we find that companies map into one of two distinct maturity stages as reflected in the content of company‐generated messages. The first maturity stage consists of branding, where the focus is on customer acquisition up to a certain volume, at the expense of their engagement. The second is social care, where the focus is on retaining customers and increased engagement. We further find that companies have relatively little control over their maturity stage and that investing in social care in the first stage, aiming to increase engagement, is not effective. Proper understanding and recognition of the Twitter SCRM maturity model will allow companies to assess their methods and processes according to SCRM best practices. </abstract> </span> <span class="z_kbtn z_kbtnclass hoverxs" style="display: none;">展开▼</span> </div> <div class="translation abstracttxt"> <span class="zhankaihshouqi fivelineshidden" id="abstract"> <span>机译：</span><Abstract Type =“Main”XML：Lang =“en”> <标题类型=“main”>抽象</ title> >我们调查了公司使用Twitter作为社会客户关系管理（SCRM）的平台，以发现消息类型和跟随者增长遵循可识别的成熟度模型。研究来自73个标准和穷人公司的纵向推特数据，我们发现公司将其映射到两种不同的成熟阶段之一，反映在公司生成的消息内容中。第一个成熟阶段包括品牌，重点是客户收购达到一定的数量，以牺牲他们的参与度。第二是社会关怀，重点是留住客户并增加参与。我们进一步发现，公司对其成熟阶段的控制相对较少，并在第一阶段投资社会护理，旨在增加参与，并不有效。对Twitter ScrM成熟度模型的正确理解和认可将使公司根据SCRM最佳实践评估其方法和流程。</ p> </摘要> </span> <span class="z_kbtn z_kbtnclass hoverxs" style="display: none;">展开▼</span> </div> </div> <div class="record"> <h2 class="all_title" id="enpatent33" >著录项</h2> <ul> <li> <span class="lefttit">来源</span> <div style="width: 86%;vertical-align: text-top;display: inline-block;"> <a href='/journal-foreign-19344/'>《Applied stochastic models in business and industry》</a> <b style="margin: 0 2px;">|</b><span>2020年第3期</span><b style="margin: 0 2px;">|</b><span>共20页</span> </div> </li> <li> <div class="author"> <span class="lefttit">作者</span> <p id="fAuthorthree" class="threelineshidden zhankaihshouqi"> </p> <span class="z_kbtnclass z_kbtnclassall hoverxs" id="zkzz" style="display: none;">展开▼</span> </div> </li> <li> <div style="display: flex;"> <span class="lefttit">作者单位</span> <div style="position: relative;margin-left: 3px;max-width: 639px;"> <div class="threelineshidden zhankaihshouqi" id="fOrgthree"> </div> <span class="z_kbtnclass z_kbtnclassall hoverxs" id="zhdw" style="display: none;">展开▼</span> </div> </div> </li> <li > <span class="lefttit">收录信息</span> <span style="width: 86%;vertical-align: text-top;display: inline-block;"></span> </li> <li> <span class="lefttit">原文格式</span> <span>PDF</span> </li> <li> <span class="lefttit">正文语种</span> <span>eng</span> </li> <li> <span class="lefttit">中图分类</span> <span><a href="https://www.zhangqiaokeyan.com/clc/1147.html" title="应用数学">应用数学;</a></span> </li> <li class="antistop"> <span class="lefttit">关键词</span> <p style="width: 86%;vertical-align: text-top;"> <a style="color: #3E7FEB;" href="/search.html?doctypes=4_5_6_1-0_4-0_1_2_3_7_9&sertext=acquisition and retention&option=203" rel="nofollow">acquisition and retention;</a> <a style="color: #3E7FEB;" href="/search.html?doctypes=4_5_6_1-0_4-0_1_2_3_7_9&sertext=engagement&option=203" rel="nofollow">engagement;</a> <a style="color: #3E7FEB;" href="/search.html?doctypes=4_5_6_1-0_4-0_1_2_3_7_9&sertext=maturity model&option=203" rel="nofollow">maturity model;</a> <a style="color: #3E7FEB;" href="/search.html?doctypes=4_5_6_1-0_4-0_1_2_3_7_9&sertext=social capital&option=203" rel="nofollow">social capital;</a> <a style="color: #3E7FEB;" href="/search.html?doctypes=4_5_6_1-0_4-0_1_2_3_7_9&sertext=social care&option=203" rel="nofollow">social care;</a> <a style="color: #3E7FEB;" href="/search.html?doctypes=4_5_6_1-0_4-0_1_2_3_7_9&sertext=social CRM&option=203" rel="nofollow">social CRM;</a> </p> <div class="translation"> 机译：收购和保留;参与;到期模型;社会资本;社会护理;社会crm; 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This has seen a reduction in local foot traffic amp; a subsequent shift in community sponsorship due to the volatility of the local economy.</a> <b>[P]</b> . <span> 外国专利：  AU2018100377A4 </span> <span> . 2018-05-10</span> </div> <p class="zwjiyix translation" style="max-width: initial;height: auto;word-break: break-all;white-space: initial;text-overflow: initial;overflow: initial;"> <span>机译：社区自我维持生态系统-破坏传统停车设施，使本地SME及其社区通过免票停车设施进行互动，互动和交易。以许可证识别为切入点，并通过GPS跟踪进行了优化，以创建以客户为中心的超本地服务模型。该模型解决了报纸读者人数减少和数字参与度增加造成的市场经济可持续性差距。由于当地经济的动荡，当地人流量减少，社区赞助随之发生变化。 </span> </p> </li> <li> <div> <b>4. </b><a class="enjiyixqcontent" href="/patent-detail/06130424537342.html">THE ON-LINE MARKETING BUSINESS MODEL THAT CRM(CUSTOMER RELATIONSHIP MANAGEMENT) IMPLEMENTATION IS POSSIBLE AS I UTILIZE SPONSORSHIP SYSTEM AND CUSTOMER EDUCATION EFFECT</a> <b>[P]</b> . <span> 外国专利：  KR20110081914A </span> <span> . 2011-07-15</span> </div> <p class="zwjiyix translation" style="max-width: initial;height: auto;word-break: break-all;white-space: initial;text-overflow: initial;overflow: initial;"> <span>机译：利用赞助系统和客户教育效果，可以实施CRM（客户关系管理）的在线营销业务模型 </span> </p> </li> <li> <div> <b>5. </b><a class="enjiyixqcontent" href="/patent-detail/06130412310908.html">Contact center skills modeling using customer relationship management (CRM) incident categorization structure</a> <b>[P]</b> . <span> 外国专利：  US9225834B2 </span> <span> . 2015-12-29</span> </div> <p class="zwjiyix translation" style="max-width: initial;height: auto;word-break: break-all;white-space: initial;text-overflow: initial;overflow: initial;"> <span>机译：使用客户关系管理（CRM）事件分类结构的联络中心技能建模 </span> </p> </li> </ul> </div> </div> </div> <div class="theme cardcommon" style="overflow: auto;display:none"> <h3 class="all_title" id="enpatent55">相关主题</h3> <ul id="subject"> </ul> </div> </div> </div> </div> </div> <div id="thesis_get_original1" class="downloadBth" style="bottom: 19px;z-index: 999;" onclick="ywcd('0704022680326','4',7,2,1,'',this,24)" class="delivery" 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