Sugar CRM conducts a conference called SugarCon and they are promoting it heavily through various channels. Today I got an Email about this conference and found a curious announcement there:
To be frank, there is nothing new in this scheme:
- All major conferences invite experts to present sessions
- It is quite common to ask them to present their topics / ideas online
- With the emerging Social Web, participants vote and decide which topics should be presented in a conference
Now, Sugar CRM has combined this #1, #2 and #3 to a powerful Email Campaign, whereby it asks general public to submit their ideas and present them, if those ideas get enough votes. Smart, But nothing great.
But, look at it from the Social CRM perspective, you will understand how Sugar CRM has scored many big wins here:
- By making this sound like a contest, they are inviting clicks, whether people submit ideas or not, they will come to the website and read all about it
- They have opened this ‘Submit your ideas’ to everybody, not just experts, a perfect Social Web Scenario (More participation, better conversations, better relationships)
- By adding a prize (Free pass to SugarCon) element, they have made this more attractive, BUT it is not going to cost them anything, in fact having a speaker for free saves them money!
- But, what if many people jump at the opportunity and submit stupid ideas, just to get a free pass to the conference?
- No problem, introduce votes, Only if your topic gets high number of votes, you will win your pass
- This actually means, Sugar CRM needn’t appoint anybody to moderate / filter out junk topics, they are filtered by the real users, for free!
- OKay, What if I ask my friends and coworkers to vote for me?
- Again, No Problem, When you do that, you are indirectly selling my product (conference) to others, getting me new leads, again for free. So let me go and encourage you to do it (Notice the place where Sugar CRM actually asks you to spread the message, for your own sake of course 😉 )
- They haven’t announced how many such ‘public’ sessions will be presented in Sugar Con, Means they can control what is the ‘minimum number of votes’ you need to win the pass, and this can be used to eliminate all those ‘stupid, yet popular’ topics
- Best part is, they are making the CRM community think of innovative topics to be presented in SugarCon, that way it will be driven by real users, not just few experts / thought leaders, Priceless!