My trip to Argentina in more than 140 characters #crmlatam #scrmar #scrm #crm


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Twitter is not as popular as Facebook in Argentina. There are 7.9 millions of Argentinians on Facebook over the age of 18 based on the Facebook Ads stats. Very impressive. However, I found that many Argentinians are staying away from Twitter and rather express their opinion with more than 140 characters. This is what I learned from my trip last week to Argentina.

More and more Argentinians like to read and comment on blogs and forums. I found that blogs and forums are really popular by doing a quick social media analysis with Radian6 and other tools. And by a show of hands at breakfast session in Cordoba, very few of the participants had a Twitter account, but in the last 48 hours, they had been on Facebook, read a newspaper online and commented on a blog.

I was in Argentina delivering my Social CRM Seminar, meeting with members of the press and having 1 to 1 meetings with companies in the health care, credit card, automotive, and banking industries. I found great interest from these companies on how to implement Social CRM. Many of the key questions from the executives were around the management of the social channels and how to convert conversations into real actions within the company and leveraging the call center and marketing department.  

Companies want to move beyond having a presence on Facebook and create communities to really engage consumers. My response to that is that companies need to be ready to do 5 key things:

  1. Analyze conversations… establish goals, objectives and metrics
  2. Setup a tactical plan to have a presence in the respective social channels
  3. Drive conversations to communities that are managed by your own company
  4. Make sure you have a Social Media team to collaborate with the customer
  5. Convert these conversation into transactions using CRM (culture, processes, people, technology)

I found that the people I met in Argentina are receptive to these 5 steps and are willing to understand what it means to be part of the social media conversations. It is a good start… and I will be back to continue these conversations about using social media to improve customer service, marketing and sales.

Thanks to El Centro de Formacion de Call Center y CRM for inviting me to Argentina and for been a excellent host and sponsor. 

Republished with author's permission from original post.


  1. Thank you for sharing this info. Too often we get caught up in our own social bubble that we forget that conversations are happening outside of the big (US) three: Facebook, YouTube and Twitter. No matter the location, the stragies you shared are a mainstay to social media success.

    Lauren Vargas
    Community Manager at Radian6


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