With the growing popularity of social media, it’s becoming increasingly difficult to monitor your connections and stay up-to-date with conversations. This need has ushered in a wave of tools that take Client Relationship Management to the next level, by integrating information from social media into the mix.
Gist is one such tool that can help you find out more about the people you know, and develop a more intelligent view of your network. Bought by Research In Motion in February, Gist seems to be a key part of the Blackberry maker’s efforts to include cloud-based services into new phones and tablets.
Greg Meyer is the Customer Experience Manager at Gist. In that role, he interacts with users, takes feedback and gets suggestions for new features, as well as acting as a social media ambassador for the company.
I interviewed him by phone May 25th, and he shared his thoughts on how tools like Gist can be used to find information about people, companies and industries in your network, to monitor your online presence, and to develop a better understanding of how you may be viewed by others, based on the types of information you are making available about yourself through social media.
Part 1: An Introduction to Greg Meyer, Social CRM, and Gist
So can you tell me more about yourself? Who is Greg Meyer, and how did your education, skills and experience lead to where, you are now?
Sure. Absolutely. At this point, I think I am a little bit over-educated. I started out doing undergrad in Fine Arts and History, I thought I wanted to be a a history professor. And then I went to graduate school and found out that the process to become a professor was a lot different from what I wanted to do, which was to read books and organize information.
Then I found myself in the computer field, and then went into a number of small companies. I was with a company called Allaire, which is now part of Adobe, and I was part of some big companies as well.And then I went to graduate school I worked for T-Mobile and Expedia, and as part of that, I discovered that I wasn’t as good at the technology part of the business as I was about seeing systems, and connecting people and information, so I went back to school again and got an MBA from the University of Washington. I actually used those skills to make my current job, because my job is a combination of three things. I’m a customer experience manager, and I do high-touch customer support. I also do some product planning and recommendations for products from the user base, and then I also do some technology work as well as some traditional marketing evangelism and social media.
Could you give the uninitiated a kind of “thumbnail sketch” overview of what Gist is an how it works?
Sure. Gist is a web service that helps you to take all your contacts and keep them in one place. Whether your contacts live in a web email like Gmail or whether you use Microsoft Outlook or whether you’d like to take those contacts and incorporate the contacts on your phone, say your iPhone, Android or Blackberry device, or whether you are interested in connecting to the people you know on Twitter, Facebook, or LinkedIn, what Gist does is take into account all of those contacts and we go ahead and look out over 50,000 news sources and 20 million blogs and build the complete social business profile for that person. What that means is that you would see news about them or their company, and you’d also see a history of your interactions, and we do that, and make it all available to you on all those different platforms.
So this is really taking that whole traditional idea of Client Relationship Management or Contact Relationship Management really to that next level, because of the way you aggregate that information from the public stream along with all your back and forth about a client. This may be a really stupid question, but what do you think the value is of that additional functionality to the CRM process?
Well, Sean, for starters, I don’t think there are any stupid questions. But I think that the value in understanding what makes somebody tick and how you can have a better interaction with that person is really, really key. Because if you find out on Twitter that somebody is talking about going on their vacation, that might be a signal that you might not want to talk to that person that day, because maybe they’re out of town, or if you find they are interested in a particular personal interest, like maybe they like baseball, maybe the next time you see them, you’ll want to invite them the a game, and you can use that information to make that interaction better. Now that doesn’t mean that you should use all the information you learn in every interaction, it means that it gives you better tools to make that interaction better.
Next: Knowing Your Network
Article first published as An Interview with Gist’s Greg Meyer: Part 1: The Power of Social CRM on Technorati.
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