I have talked this week about social score, which is one of the most important CRM concept that emerged for the web 2.0. Social score aims to identify the potential of one customer in regards of both his online community (in size and value) and activities (blog posts, number of tweets...)
But once you have identified its potential value, its ability to spread the word of mouth, you need to leverage your new abilities. Of course, you need to have set up a proper community management strategy, where you'll be able to interact with your customers, provide the appropriate response to their needs, but also survey what is said about your brand and products online.
Referral Marketing As A Community Management Tool
I believe referral marketing could be the best strategy to apply online. Indeed, you need to get a specific trigger, and to reward people that will bring you customers among their friends and community activities.
Referral marketing is commonly known in the real estate business, and helps agents to find new clients thanks to their existent network. Hence, referral marketing has developped a wide range of tips and techniques to trigger referrals at no cost. I think there is a lot to be learnt from it and to be adapted to community management.
The goal is to mix social score results (in order to identify the potential return on investment you could get on a specific customer) with referral marketing (that will enable you to reach new customers thanks to the one you already have).
And you what do you think about it? It will be interesting to speak with some already great experts of both worlds to see how they envision the concept.