Keys to Unlocking Social CRM for your organization - 2nd Social Media for Customer Management Online Summit Joakim Nilsson - 18 th July 2011 - Follow via twitter #SRCMevent Follow via twitter #SRCMevent – Tweet me @JoakimNilsson
Monitoring tools often offer basic Twitter/Facebook publishing
Publishing tools often offering basic searches on Twitter
Analytics/Measurement is sometimes built in, but is it what you need?
Publishing tool Monitoring tool Analytics
A measurement toolbox that will take you far Source: Oneforty.com Tool What does it do? Twitalyser Twitter benchmark Klout Artificial ”influence” score Social report Aggregates mertics from propriety social media channels Twenty feet Aggregates mertics from propriety social media channels AWE.SM Link shortener and tracker Google Analytics Web metrics and referrals
Connect the tools to your Customer back office Monitoring tool Publishing tool Webanalytics/measurement Consolidated Customer Back Office data The social web
360 customer overview
Setting up the tools and align it with organisation is not enough. It’s only the beginning, now you can start working on your content, programs and campaigns.
Step 1: Identify your customers and prospects on social channels Where are they? Who are they? Identity Est. reach Twitter.com/ABC 34K followers Blog XYZ 10K/monthly Forum user A 0,6K imp Forum user B 1,2K imp
Step 2: Analyse monitoring data List your monitoring results Identify your opportunities Customers are complaining about our products and services
Could your customer service team help here?
Would the product owners be concerned?
Product feedback identified
How do you ensure this reach the relevant internal stakeholder?
Competitors was mentioned in same threads as us
Could this be a sales opportunity?
Our products, brand or services are not mention at all
Very likely for most small to medium sized brands. How can you Energize your customer base to talk positively about you?
Step 3: Take action Identified opportunities Possible actions/programs Customer service teams to address customer complaints
Develop a program with education, tools and processes for customer service in social channels
Product feedback identified that could be interesting knowledge for product owners Ensure a process is in place together with collaborative tools to route product information to relevant stake holders Competitors was mentioned in same threads as us
Setup a daily report to the sales team with new sales opportunities to engage with
Our products, brand or services are not mention at all
Target customers with an online survey aimed at identifying your Net Promoters and develop programs tailored to them
As with everything in business; It’s all about your Goals and Objectives. There’s a sea of metrics from social media channels, how do you make any sense from them?
Back to basics: Goals, objectives, strategies, tactics Recommended reading : http://smroi.net/ Type Description Goals High-level planning targets that your marketing plan will achieve. Usually somewhat abstract and unmeasurable. Objectives The measurable results that combine to achieve a goal. These are concrete and measurable. Strategies The broad plan to fulfil and objective. Like goals, these are more abstract than tactics. Tactics Actionable tasks/programmes that supports the strategies. Concrete things you are planning to do.
What you need to measure vs what you can measure Type Description Metrics Things we can measure. KPIs Key Performance Indicators, or a better word here would be: Key Performance Metrics. These are the metrics we need to measure as they directly impact the objective.
Example 1: How you sCRM could help you lower costs (Numbers, data and programs are fictive, the purpose is to give you ideas of programs you can run)
Trend charts: Measuring your programs success B) Company starts to engage it’s customer service team on social media A A) Company launches an initial NPS survey to a random selected customer base B C) Number of mentions resolved starts to go up and number of inbound calls drops C D) Inbound calls has now dropped by avg. 20% D E) Year-end NPS survey to follow up on changes in customer satisfaction. E
Example 2: How you sCRM could increase your revenues (Numbers, data and programs are fictive, the purpose is to give you ideas of programs you can run)
Increase website traffic from propriety channels
Beat the set targets of Net Revenue from Online sales
Increase sales with 25%
Generate traffic to website from propriety social media channels
Manage a Facebook page with contests
Manage a twitter profile with time limited offers
Run a how-to video series on Youtube
Create a Social Media Scorecard to aggegate all your metrics Channel Activities Engagement Reach Network size Referrals to site Twitter #tweets #replies, #mentions, #retweets, #clicks #mention audience, #retweet audience #followers #of visitors Facebook #posts #nr of likes, #nr of comments, #nr of clicks #page view, #newsfeed impressions #page likes #of visitors Youtube #videos #comments, #ratings, #subscribers #video views, #channel views #subscribers #of visitors
Twitter: identify metrics that matters for your objective A A) Company has no strategy for twitter B) Company creates a content schedule for twitter based on customer insights B C) Company launches tweet-button on website articles C D) Company identified customers being Mass Connectors on twitter and launched targeted campaign D E) Network size hasn’t grown significantly but Referral traffic is up by miles E