Did you know that consumer reviews are trusted 12x more than product descriptions from brands and manufacturers? Considering the importance of consumer reviews, brands should be putting an active effort into managing their social CRM. This paper describes how to build the foundations of successful social CRM.

1. SOCIAL CRM: LAYING THE FOUNDATION

2. PREPARING FOR
EFFECTIVE SOCIAL CRM
THROUGH REPUTATION MANAGEMENT
Over the past decade, marketers learned to embrace platforms
such as Facebook, Twitter and Instagram as a way to deepen
relationships with existing consumers and attract new “fans.” The
platforms provided an easy way for brands to drive engagement
simply by uploading entertaining content that could create
positive experiences and, hopefully, yield a return on their social
media investment.

3. REPUTATION MANAGEMENT
What started out as platform experimentation, however, has now evolved into
a serious strategic investment that requires careful and effective Customer
Relationship Management (CRM). While brands have, for the
most part, committed themselves to building a regular, entertaining presence
on a variety of social platforms, they have occasionally done so without
giving proper consideration to either their overarching brand needs or their
existing reputation on the respective platforms.

4. Reputation management is neither new nor
unique to brands. These days, for instance,
even when people meet each other for the
first time, it is likely that each has done a
little pre-meet digging, whether by asking
mutual friends or even by performing an
online search.
Likewise, consumers investigate brands by exploring information on
whatever platform is available - whether search engines, merchant sites,
or social media conversations.

5. OF CONSUMERS’
PERCEPTIONS ABOUT
COMPANIES ARE
INFLUENCED BY
WHAT PEOPLE SAY
Considering that consumers
are researching brands so
thoroughly on social media
platforms, it would make sense
that, before diving into new
social media initiatives, brands
and their agency partners would
first address potentially negative
reputation issues that lurk
on third-party sites, optimize
content for search, and identify
gaps and opportunities.
83%
Weber Shandwick, “The Company Behind the Brand: In Reputation We Trust”, January 2012

6. We recommend a tiered approach to managing social reputation
as a prerequisite for effective social CRM. Each stage has its own
unique KPIs that signal readiness to move on to the next stage.
Build a positive
social foundation
for the brand.
Carefully create
a brand’s
social identity.
1 2 3
Optimize social
experiences through
a disciplined test and
learn approach.

7. 1 2 3
STAGE BUILDING A
FOUNDATION
CREATING A
SOCIAL
IDENTITY
OPTIMIZING
SOCIAL
EXPERIENCES
OVERARCHING
CORE TASKS
Reputation management
Optimization of cross-channel
experience
Ensuring context
Drawing the right
attention
Implementing tracking and
measurement plans”,
“Regular review of results
and application of learnings
KPI’S
PRECEDING
NEXT
STAGE
Ratio of positive reviews
to Negative
Minimum rating level
Zero unaddressed
mentions requiring
action/make-good
Volume of content targets
Volume of contextually
correct conversations/
reviews
Early testing results (likes/
comments/shares)
Growth to follower bases
Levels of participation in
conversations
Brand-awareness measures
and intent-to-purchase
indicators

8. STAGE 1:
BUILDING A FOUNDATION FOR A
SOCIAL CRM STRATEGY
1 2
3

9. A brand’s online influence will almost
always pale in comparison to the effects that
consumer reviews can have on eventual
purchase decisions. So brands need to monitor
and address how they are being discussed online.
Fortunately, with adequate resources,
a brand can optimize just about any user
experience within its ecosystem.

10. A complete assessment of the
brand’s offline and digital
ecosystem should include:
A full audit of owned and
social properties
Measuring reputation across
all channels
Researching the overall category
Auditing social
content and owned
properties helps
to identify areas of
vulnerability that
may contribute
to a tarnished
reputation.

11. There are two courses of action that
brands can take to mitigate the impact
that negative online conversations can
have on their overall reputation:
1 2
Attempt to divert user
journeys away from
negative commentary
on third-party sites
Change the
conversation
Ultimately, the two
approaches are akin to
either bailing water from
a constantly leaking boat
or actually spending the
time to fix the leak.

12. DIVERTING USER JOURNEYS
There are some solutions available that allow brands
to aggregate positive reviews to any owned property.
Alternatively, brands have moved towards SEO
solutions that involve testimonial pages in the hopes
that they will outrank larger review aggregators.
Whether to work towards a solution in house or enlist
the help of one of many online reputation management
firms (ORMs) is usually a question of scale. When
hiring a third party, be sure to research carefully. Rapid
growth in this category has led to an abundance of
new and inexperienced players.
!

13. CHANGING THE CONVERSATION
This approach requires commitment and a longer-term
investment, but if paired with a strong social
content strategy, it can help reverse negative
reputations and allow brands to re-shape their
identities.
12X
Consumers reviews are
trusted 12x more than
descriptions that come
from manufacturers
eMarketer, February 2010
1x

14. + HOW TO CHANGE THE CONVERSATION +
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Simply trying to delete negative user
content may alienate and antagonize
not only the individual consumer, but
the broader audience as well. But
apologizing - or offering corrective
experiences - to consumers who have
left negative reviews or comments
in a positive, personalized way may
surprise consumers, change their
opinions of the brand, and potentially
spur them to share the new positive
experience with their networks.
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15. Replying with a personalized
message, or even sending a
small gift of appreciation, can
go a long way to ensuring
that they become, and
remain, brand advocates for
life. Brands can also help
change the conversation by
encouraging and promoting
positive reviews.

16. A FEW BEST PRACTICES INCLUDE:
Featuring positive reviews/testimonials
on owned properties
Offering positive experiences in order to organically
develop brand advocates
Leveraging panel-based solutions like BzzAgent to
help drive high volumes ofpositive reviews
Using targeted outreach programs to help
shape specific desired positive conversations.

17. After taking these initial steps -
and before moving on to Stage 2
- evaluate the ratio of positive to
negative conversations (including
reviews), as well as the number
of issues still requiring action.
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18. STAGE 2:
3
1 2 CREATING A SOCIAL IDENTITY

19. After having effectively
established a clean slate in
Stage 1, Stage 2 should be
devoted to minimizing future
negative conversations by
creating a high volume of
quality, positive conversations
around or about the brand.
This includes defining topics
about which a brand has the
right to speak. +
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20. Marketers may feel limited by their
categories - and are sometimes at a
loss when developing their content
strategy - but identifying relevant
audiences and contexts can help
ensure that consumers have
realistic expectations of the
brand and, therefore, positive
future experiences.
ABC

21. If, for instance a children’s toy brand is
marketing a remote-controlled helicopter, it is
crucial that the brand contributes its voice only
on sites for which the audience is interested in
recreational toys.
If the toy brand begins participating on sites
aimed at serious remote-controlled hobbyists,
it risks misleading those consumers about the
nature of the product and potentially laying the
groundwork for negative reviews, beginning
the CRM cycle in Stage 1 all over again. It is
the brand’s responsibility to ensure that its
products are being represented accurately
across all channels.

22. Food brands often face scrutiny on social
media, whether from animal rights groups or
health companies. CPG companies in the
juice business, in particular, face criticism and
increasing questions surrounding the health
benefits of fruit juices.
However, these brands can help minimize
negative conversations by remaining laser-focused
on who their audience really is, and
what their audience appreciates about their
product. In doing so, they can avoid inciting
negative conversations and instead spark
positive conversations about how consumers
can best enjoy their products.

23. Mapping out the breadth of topics –
and identifying the brand’s authority within
each - is essential to creating a content
strategy that puts the brand in the right
context for the right audiences.
This detailed planning leads to engaging,
credible content development that both
draws the right attention and encourages
positive conversations.

24. STAGE 3:
3
1 2 OPTIMIZING SOCIAL EXPERIENCES

25. With a solid foundation and a defined
social identity, the brand is now ready to
actively participate in social conversations.
This is both an art and a science. The
creative execution is the art, but equally
as important is the scientific data that
can help optimize the topics, timing, and
content shared on social media.
This data is what allows brands to create
models of the value of things like “Likes,”
“Fans,” and “Followers.”

26. BEST IN CLASS MARKETERS FOLLOW
A DISCIPLINED OPTIMIZATION PROCESS
FOR THE MAJORITY OF THEIR SOCIAL POSTS.
1 2 3 4
Determine what
single aspect, or
variable, to test.
This can include the
content, target
audience, channel
or timing.
Define objectives
and identify KPI’s
to measure these
variables. These can
include the percentage
of new visitors
engaging with content,
the social sharing rates,
the completion rates of
videos and slideshows,
and the percentage of
visitors proceeding to
e commerce pages.
Analyze results
and implement
adjustments.
Confirm correlation,
always being
mindful that other
factors or campaigns
that can impact
results.

27. BEST IN CLASS MARKETERS FOLLOW
A DISCIPLINED OPTIMIZATION PROCESS
FOR THE MAJORITY OF THEIR SOCIAL POSTS.
1 2 3 4
Determine what
single aspect, or
variable, to test.
This can include the
content, target
audience, channel
or timing.
Define objectives
and identify KPI’s
to measure these
variables. These can
include the percentage
of new visitors
engaging with content,
the social sharing rates,
the completion rates of
videos and slideshows,
and the percentage of
visitors proceeding to
e commerce pages.
Analyze results
and implement
adjustments.
Confirm correlation,
always being
mindful that other
factors or campaigns
that can impact
results.

28. BEST IN CLASS MARKETERS FOLLOW
A DISCIPLINED OPTIMIZATION PROCESS
FOR THE MAJORITY OF THEIR SOCIAL POSTS.
1 2 3 4
Determine what
single aspect, or
variable, to test.
This can include the
content, target
audience, channel
or timing.
Define objectives
and identify KPI’s
to measure these
variables. These can
include the percentage
of new visitors
engaging with content,
the social sharing rates,
the completion rates of
videos and slideshows,
and the percentage of
visitors proceeding to
e commerce pages.
Analyze results
and implement
adjustments.
Confirm correlation,
always being
mindful that other
factors or campaigns
that can impact
results.

29. BEST IN CLASS MARKETERS FOLLOW
A DISCIPLINED OPTIMIZATION PROCESS
FOR THE MAJORITY OF THEIR SOCIAL POSTS.
1 2 3 4
Determine what
single aspect, or
variable, to test.
This can include the
content, target
audience, channel
or timing.
Define objectives
and identify KPI’s
to measure these
variables. These can
include the percentage
of new visitors
engaging with content,
the social sharing rates,
the completion rates of
videos and slideshows,
and the percentage of
visitors proceeding to
e commerce pages.
Analyze results
and implement
adjustments.
Confirm correlation,
always being
mindful that other
factors or campaigns
that can impact
results.

30. KEY TAKEAWAYS

31. Drawing attention to a brand
through promotional activity without
addressing unresolved negative
issues online may aggravate an
already unimpressed audience
and prompt them to speak out
negatively. As thoughtfully crafted
as a brand’s content, promotion
or experience may be, what other
people say about the brand will
supersede what the
brand says about itself.
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32. Following this three-tiered approach will
help set the stage for successful social CRM.
1 2 3
Ensuring an initial
foundation of positive,
fair posts and reviews
across social platforms.
Creating a social identity
with this positive
foundation as a base.
Delivering social
experiences and
content to build on
this identity,
leveraging key metrics
to continually optimize.

33. GETTING STARTED: A CONSIDERATIONS CHECKLIST
CONSIDERATIONS SOURCE IMPLICATIONS
Needs Assessment
Current Investments
Social Platform Reach/Performance
Customer Service
Marketing
Owned
Facebook Insights
Volume of Customer Service Calls 1-800
Promotions/Contests
Twitter Followers
Facebook Metrics
Analytics
Marketing
Community Manager
Owned
Visits to FAQs on Website
Custom Content Investment
Daily Tweets
Pinterest Followers
Analytics/Customer Service
Marketing
Twitter Insights
Community Manager
Volume of Email to Customer Service
Influencer Outreach Investment
Twitter Metrics
Frequency of Pins
Social Listening Tools
Owned
Web Analytics
Volume of Mentions
Facebook Fans
Search Engine Optimization Performance
Verbatims
Community Manager
YouTube Insights
YouTube Insights
Ratio of Sentiment
Daily Posts
YouTube Content Volume
YouTube Metrics
Volume of issues across touch points
Initial NPS-type scoring
Pain/Passion point mapping
Content Investment - ratio analysis of content
investment to needs assessment
Assessment of reach potential (Social
CRM database)
Organization of communication -
cadence and frequency
Consumer Response - a barometer on
social status
Content Gaps and Opportunities