Unlocking Social CRM for your Organisation (Keynote)

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

This is today’s agenda
How social media changed CRM
How social media changed the purchase funnel
5 proven strategies to leverage on social media
Identify your organisation’s presence in social media
Manage listening & talking
Invest in the right tools
Assess what metrics apply to your business
Developing a program

The purpose of this webcast
Viva case studies but there’s unfortunately no hand book for dummies to success
You’ll get my tips and ideas based on my experience
I want you to come up with your own ideas and solutions
We get to know each other a little bit more, I’m sure we’ll both benefit from that

Who’s Joakim?
Swedish, 27, lived in Sweden, Belgium, Malta and France
6 years industry experience from the Online gaming industry (Online sports betting, poker and casino)
Background in Online marketing and Customer service
Launched his first social media program for Expekt.com in 2009. Today head of social media at Betclic Everest Group in Paris.

HOW SOCIAL MEDIA TOOLS AND TECHNOLOGIES CHANGED CRM
Part One

I ”like” that Tweet tweet! Customers are leading the adoption of social media tools

Whilst most companies are left playing catch-up in a fast moving environment http://www.jonnygoldstein.com/

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...

An ever growing web of social tools & technologies and mobile apps http://www.theconversationprism.com/

Social media changed the purchase funnel

Who creates the impressions? http://blogs.forrester.com/augie_ray/10-04-20-peer_influence_analysis_what_it_how_marketers_use_it

It’s true that Social networks are growing at record speed. But there’s something else growing even faster...

We’re climbing towards the peak of inflated expectations. It’s your job to manage that.

Ok, you already seen all that before... So what can companies and organisation do to leverage this to their advantage?

5 strategies organisations can adopt to leverage social media Reading tips: Forrester Research, Groundswell book

IDENTIFY YOUR ORGANIZATIONS PRECENSE IN SOCIAL MEDIA
Part Two

First manage Listen & Talk
Indentify who’s talking about you
Identify where they talking about you
Being able to effectively engage with your community and take action on insights

You don’t need to end up with this Dell’s Social Media Listening Command Center

Is Social CRM a department? Or is it a set of activities that concerns various existing departments?

Centralized or Hub-and-Spoke?

Tools that can help your program
Monitoring tools
Helps you listen to the social web and monitor your brand and products
Publishing tools
Connects with your propriety Social Profiles and allows you to manage your content effectively
Analytic/Measurement tools
Aggregates and benchmarks metrics from Social Profiles

Isn’t there one tool that does it all? Source: http://www.socialbrite.org/2010/11/09/top-10-social-media-dashboard-tools/

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.

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

Things to consider when investing in monitoring tools
Automated sentiment is a guidence at best
How does the tool fetch data from social networks?
Do they have the Twitter Firehose?
Are they crawling data from Facebook or connected directly via the developer API?
You will only see data from public profiles and pages
Do you need to monitor other languages than English?
How well does the tool filter languages?
Is there a lot of noise in your industry?
How well does the tool allow you to filter data, include and exclude sources?
Who will ues the tool internally in your organisation?
How easy is it to use? How much time is needed to be spent on training?
Can you extract the data?
Fancy PDF’s are nice, but can you extract the raw data and suply your number crunchers?

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

Things to consider when investing in publishing tools
Social networks supported
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
Not all Social networks has as advanced API to provide as Facebook
Team collaboration
Can you assign your team members with tasks and approval teams?
Connect with your Web Analytics and CRM software
Is your Web analytic and CRM tool supported?
Is there a link tracking functionality built in such as bit.ly?
Measurement
Is your social media metrics being aggregated?
Export data
Can you export your data automatically via an API?
Will they be there tomorrow?

Tools overlap each other
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
Financial data
Communication data
Interest data

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

ASSES WHAT METRICS APPLIES TO YOUR BUSINESS
Part Three

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)

Monitor the web to reduce costs
Goal(s):
Turn around high customer service costs and improve customer satisfaction to industry top-3
Objective(s):
Increase customer satisfaction by 15%
Reduce inbound calls (all channels) by 20%
Strategie(s):
Proactively reach out to online customer communities to reduce inbound calls and increasing customer satisfaction
Empower customers to help each other to reduce inbound calls
Empower staff “to go the extra mile” for customers to create the wow-effect
Tactic(s):
Invest , and train staff, in a social media monitoring tool and empower them to reply in all channels
Launch a SAAS crowd sourced customer service forum such as Uservoice.com or getsatisfaction.com
Allocate a fixed budget to each employee to be used for ad-hoc things creating a customer “wow-response”

Identifying the metrics
Customer service
Crowd sourced customer service forum
Metric(s):
#nr of submissions
#nr of submissions replied to by others
#nr of mentions resolved by you
#nr of mentions resolved by others
KPI(s):
#nr of mentions resolved by you
#nr of mentions resolved by others
Customer service on social channels
Metric(s):
#nr of mentions
#nr of mentions replied to
#nr of mentions resolved
KPI(s):
#nr of mentions resolved
Customer satisfaction
Net promoter score survey
Metric(s):
#nr of participants
#nr of participants score 8 or higher
Avergage score
KPI(s):
#nr of participants score 8 or higher

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
Goal(s):
Beat the set targets of Net Revenue from Online sales
Objective(s):
Increase sales with 25%
Stretegie(s):
Generate traffic to website from propriety social media channels
Tactic(s):
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

Before we end; 6 Key take aways
Social media itself is not a department or an activity, master the hype cycle
Use the 5 strategies to identify your opportunities
Start with mastering Listening & Talking
Tools will help you, but are still in their early days of development
Back to basics, all programs needs clear objectives
Create a social media score card for all your propriety channels

You’ve been a fantastic audience! Thank you and good luck with your sCRM program! Follow me on: @JoakimNilsson and http://joakimnilsson.com

My sources of inspiration and knowledge
Alex Grech
http://strategyworks.wordpress.com/
Jeremiah Owyang
http://www.web-strategist.com/blog/
Olivier Blanchard
http://thebrandbuilder.wordpress.com/
Forrester Research, Charlene Li & Josh Bernoff
http://forrester.typepad.com/groundswell/

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Unlocking Social CRM for your Organisation (Keynote)

by Joakim Nilsson on Jul 20, 2011

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Unlocking Social CRM for your Organisation (Keynote) Presentation Transcript