Unlocking Social CRM for your Organisation (Keynote)


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Unlocking Social CRM for your Organisation (Keynote)

  1. 1. 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
  2. 2. This is today’s agenda <ul><li>How social media changed CRM </li></ul><ul><ul><li>How social media changed the purchase funnel </li></ul></ul><ul><ul><li>5 proven strategies to leverage on social media </li></ul></ul><ul><li>Identify your organisation’s presence in social media </li></ul><ul><ul><li>Manage listening & talking </li></ul></ul><ul><ul><li>Invest in the right tools </li></ul></ul><ul><li>Assess what metrics apply to your business </li></ul><ul><ul><li>Developing a program </li></ul></ul>
  3. 3. The purpose of this webcast <ul><li>Viva case studies but there’s unfortunately no hand book for dummies to success </li></ul><ul><li>You’ll get my tips and ideas based on my experience </li></ul><ul><li>I want you to come up with your own ideas and solutions </li></ul><ul><li>We get to know each other a little bit more, I’m sure we’ll both benefit from that </li></ul>
  4. 4. Who’s Joakim? <ul><li>Swedish, 27, lived in Sweden, Belgium, Malta and France </li></ul><ul><li>6 years industry experience from the Online gaming industry (Online sports betting, poker and casino) </li></ul><ul><li>Background in Online marketing and Customer service </li></ul><ul><li>Launched his first social media program for Expekt.com in 2009. Today head of social media at Betclic Everest Group in Paris. </li></ul>
  6. 6. I ”like” that Tweet tweet! Customers are leading the adoption of social media tools
  7. 7. Whilst most companies are left playing catch-up in a fast moving environment http://www.jonnygoldstein.com/
  8. 8. Customer Relationship Management using Social Media tools and technologies. Today we talk about Social CRM, tomorrow we’ll simply refer to it as CRM again...
  9. 9. An ever growing web of social tools & technologies and mobile apps http://www.theconversationprism.com/
  10. 10. Social media changed the purchase funnel
  11. 11. Who creates the impressions? http://blogs.forrester.com/augie_ray/10-04-20-peer_influence_analysis_what_it_how_marketers_use_it
  12. 12. It’s true that Social networks are growing at record speed. But there’s something else growing even faster...
  13. 13. We’re climbing towards the peak of inflated expectations. It’s your job to manage that.
  14. 15. Ok, you already seen all that before... So what can companies and organisation do to leverage this to their advantage?
  15. 16. 5 strategies organisations can adopt to leverage social media Reading tips: Forrester Research, Groundswell book
  17. 18. First manage Listen & Talk <ul><li>Indentify who’s talking about you </li></ul><ul><li>Identify where they talking about you </li></ul><ul><li>Being able to effectively engage with your community and take action on insights </li></ul>
  18. 19. You don’t need to end up with this Dell’s Social Media Listening Command Center
  19. 20. Is Social CRM a department? Or is it a set of activities that concerns various existing departments?
  20. 21. Centralized or Hub-and-Spoke?
  21. 22. Tools that can help your program <ul><li>Monitoring tools </li></ul><ul><ul><li>Helps you listen to the social web and monitor your brand and products </li></ul></ul><ul><li>Publishing tools </li></ul><ul><ul><li>Connects with your propriety Social Profiles and allows you to manage your content effectively </li></ul></ul><ul><li>Analytic/Measurement tools </li></ul><ul><ul><li>Aggregates and benchmarks metrics from Social Profiles </li></ul></ul>
  22. 23. Isn’t there one tool that does it all? Source: http://www.socialbrite.org/2010/11/09/top-10-social-media-dashboard-tools/
  23. 24. Today most tools are specialized in either one of these 3 categories. A tool like Hootsuite may be sufficient for some companies whilst others may need stronger monitoring capabilities.
  24. 25. Popular Monitoring tools Reading tips: Econsultancy – Online Reputation and Buzz Monitoring Buyer’s guide Free tools Enterprise tools Google Alerts Radian 6* Ice Rocket Synthesio* Social mention Brandwatch Board reader Sysomos Yahoo Pipes ( http://pipes.yahoo.com/pipes/pipe.info?_id=f1ae63990f6d5b9e48ce807a77bb9995 ) Alterian SM2 (Free up to 1K mentions/month) Monitorthis.77elements.com Attentio trackur Meltwater Buzz *Has some publishing capabilities
  25. 26. Things to consider when investing in monitoring tools <ul><li>Automated sentiment is a guidence at best </li></ul><ul><li>How does the tool fetch data from social networks? </li></ul><ul><ul><li>Do they have the Twitter Firehose? </li></ul></ul><ul><ul><li>Are they crawling data from Facebook or connected directly via the developer API? </li></ul></ul><ul><ul><ul><li>You will only see data from public profiles and pages </li></ul></ul></ul><ul><li>Do you need to monitor other languages than English? </li></ul><ul><ul><li>How well does the tool filter languages? </li></ul></ul><ul><li>Is there a lot of noise in your industry? </li></ul><ul><ul><li>How well does the tool allow you to filter data, include and exclude sources? </li></ul></ul><ul><li>Who will ues the tool internally in your organisation? </li></ul><ul><ul><li>How easy is it to use? How much time is needed to be spent on training? </li></ul></ul><ul><li>Can you extract the data? </li></ul><ul><ul><li>Fancy PDF’s are nice, but can you extract the raw data and suply your number crunchers? </li></ul></ul>
  26. 27. Popular publishing tools Source: Oneforty.com Free tools Platforms supported Hootsuite Twitter, Facebook, LinkedIn, Ping.fm, Wordpress, MySpace, Foursquare, Mixi Tweetdeck Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz Sesmic Twitter, Facebook (more via Sesmic Marketplace) Enterprise tools Platforms supported CoTweet Twitter, Facebook Spredfast Twitter, Facebook, YouTube, Tubemogul, Blogs, Foursquare, Gowalla, Slideshare, Flickr, LinkedIn, MySpace Sprout Social Twitter, Facebook, Foursquare, Gowalla, LinkedIn , MySpace Sprinklr Twitter, Facebook, Foursquare, Gowalla, LinkedIn, Flickr, Wordpress, Slideshare
  27. 28. Things to consider when investing in publishing tools <ul><li>Social networks supported </li></ul><ul><ul><li>The selection of social networks may be important for you, but ”Supporting Facebook” may mean just being able to post status updates on your wall </li></ul></ul><ul><ul><li>Not all Social networks has as advanced API to provide as Facebook </li></ul></ul><ul><li>Team collaboration </li></ul><ul><ul><li>Can you assign your team members with tasks and approval teams? </li></ul></ul><ul><li>Connect with your Web Analytics and CRM software </li></ul><ul><ul><li>Is your Web analytic and CRM tool supported? </li></ul></ul><ul><ul><li>Is there a link tracking functionality built in such as bit.ly? </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Is your social media metrics being aggregated? </li></ul></ul><ul><li>Export data </li></ul><ul><ul><li>Can you export your data automatically via an API? </li></ul></ul><ul><li>Will they be there tomorrow? </li></ul>
  28. 29. Tools overlap each other <ul><li>Monitoring tools often offer basic Twitter/Facebook publishing </li></ul><ul><li>Publishing tools often offering basic searches on Twitter </li></ul><ul><li>Analytics/Measurement is sometimes built in, but is it what you need? </li></ul>Publishing tool Monitoring tool Analytics
  29. 30. 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
  30. 31. Connect the tools to your Customer back office Monitoring tool Publishing tool Webanalytics/measurement Consolidated Customer Back Office data The social web <ul><li>360 customer overview </li></ul><ul><li>Financial data </li></ul><ul><li>Communication data </li></ul><ul><li>Interest data </li></ul>
  31. 32. 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.
  32. 33. 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
  33. 34. Step 2: Analyse monitoring data List your monitoring results Identify your opportunities Customers are complaining about our products and services <ul><ul><li>Could your customer service team help here? </li></ul></ul><ul><ul><li>Would the product owners be concerned? </li></ul></ul>Product feedback identified <ul><ul><li>How do you ensure this reach the relevant internal stakeholder? </li></ul></ul>Competitors was mentioned in same threads as us <ul><ul><li>Could this be a sales opportunity? </li></ul></ul>Our products, brand or services are not mention at all <ul><ul><li>Very likely for most small to medium sized brands. How can you Energize your customer base to talk positively about you? </li></ul></ul>
  34. 35. Step 3: Take action Identified opportunities Possible actions/programs Customer service teams to address customer complaints <ul><ul><li>Develop a program with education, tools and processes for customer service in social channels </li></ul></ul>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 <ul><ul><li>Setup a daily report to the sales team with new sales opportunities to engage with </li></ul></ul>Our products, brand or services are not mention at all <ul><ul><li>Target customers with an online survey aimed at identifying your Net Promoters and develop programs tailored to them </li></ul></ul>
  35. 36. ASSES WHAT METRICS APPLIES TO YOUR BUSINESS <ul><li>Part Three </li></ul>
  36. 37. 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?
  37. 38. 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.
  38. 39. 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.
  39. 40. 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)
  40. 41. Monitor the web to reduce costs <ul><li>Goal(s): </li></ul><ul><ul><li>Turn around high customer service costs and improve customer satisfaction to industry top-3 </li></ul></ul><ul><li>Objective(s): </li></ul><ul><ul><li>Increase customer satisfaction by 15% </li></ul></ul><ul><ul><li>Reduce inbound calls (all channels) by 20% </li></ul></ul><ul><li>Strategie(s): </li></ul><ul><ul><li>Proactively reach out to online customer communities to reduce inbound calls and increasing customer satisfaction </li></ul></ul><ul><ul><li>Empower customers to help each other to reduce inbound calls </li></ul></ul><ul><ul><li>Empower staff “to go the extra mile” for customers to create the wow-effect </li></ul></ul><ul><li>Tactic(s): </li></ul><ul><ul><li>Invest , and train staff, in a social media monitoring tool and empower them to reply in all channels </li></ul></ul><ul><ul><li>Launch a SAAS crowd sourced customer service forum such as Uservoice.com or getsatisfaction.com </li></ul></ul><ul><ul><li>Allocate a fixed budget to each employee to be used for ad-hoc things creating a customer “wow-response” </li></ul></ul>
  41. 42. Identifying the metrics <ul><li>Customer service </li></ul><ul><li>Crowd sourced customer service forum </li></ul><ul><ul><li>Metric(s): </li></ul></ul><ul><ul><ul><li>#nr of submissions </li></ul></ul></ul><ul><ul><ul><li>#nr of submissions replied to by others </li></ul></ul></ul><ul><ul><ul><li>#nr of mentions resolved by you </li></ul></ul></ul><ul><ul><ul><li>#nr of mentions resolved by others </li></ul></ul></ul><ul><ul><li>KPI(s): </li></ul></ul><ul><ul><ul><li>#nr of mentions resolved by you </li></ul></ul></ul><ul><ul><ul><li>#nr of mentions resolved by others </li></ul></ul></ul><ul><li>Customer service on social channels </li></ul><ul><ul><li>Metric(s): </li></ul></ul><ul><ul><ul><li>#nr of mentions </li></ul></ul></ul><ul><ul><ul><li>#nr of mentions replied to </li></ul></ul></ul><ul><ul><ul><li>#nr of mentions resolved </li></ul></ul></ul><ul><ul><li>KPI(s): </li></ul></ul><ul><ul><ul><li>#nr of mentions resolved </li></ul></ul></ul><ul><li>Customer satisfaction </li></ul><ul><li>Net promoter score survey </li></ul><ul><ul><li>Metric(s): </li></ul></ul><ul><ul><ul><li>#nr of participants </li></ul></ul></ul><ul><ul><ul><li>#nr of participants score 8 or higher </li></ul></ul></ul><ul><ul><ul><li>Avergage score </li></ul></ul></ul><ul><ul><li>KPI(s): </li></ul></ul><ul><ul><ul><li>#nr of participants score 8 or higher </li></ul></ul></ul>
  42. 43. 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
  43. 44. 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)
  44. 45. Increase website traffic from propriety channels <ul><li>Goal(s): </li></ul><ul><ul><li>Beat the set targets of Net Revenue from Online sales </li></ul></ul><ul><li>Objective(s): </li></ul><ul><ul><li>Increase sales with 25% </li></ul></ul><ul><li>Stretegie(s): </li></ul><ul><ul><li>Generate traffic to website from propriety social media channels </li></ul></ul><ul><li>Tactic(s): </li></ul><ul><ul><li>Manage a Facebook page with contests </li></ul></ul><ul><ul><li>Manage a twitter profile with time limited offers </li></ul></ul><ul><ul><li>Run a how-to video series on Youtube </li></ul></ul>
  45. 46. 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
  46. 47. 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
  47. 48. Before we end; 6 Key take aways <ul><li>Social media itself is not a department or an activity, master the hype cycle </li></ul><ul><li>Use the 5 strategies to identify your opportunities </li></ul><ul><li>Start with mastering Listening & Talking </li></ul><ul><li>Tools will help you, but are still in their early days of development </li></ul><ul><li>Back to basics, all programs needs clear objectives </li></ul><ul><li>Create a social media score card for all your propriety channels </li></ul>
  48. 49. You’ve been a fantastic audience! Thank you and good luck with your sCRM program! Follow me on: @JoakimNilsson and http://joakimnilsson.com
  49. 50. My sources of inspiration and knowledge <ul><li>Alex Grech </li></ul><ul><ul><li>http://strategyworks.wordpress.com/ </li></ul></ul><ul><li>Jeremiah Owyang </li></ul><ul><ul><li>http://www.web-strategist.com/blog/ </li></ul></ul><ul><li>Olivier Blanchard </li></ul><ul><ul><li>http://thebrandbuilder.wordpress.com/ </li></ul></ul><ul><li>Forrester Research, Charlene Li & Josh Bernoff </li></ul><ul><ul><li>http://forrester.typepad.com/groundswell/ </li></ul></ul>