Social crm

Za Social: How brands can enhance CRM using social apps
27th January 2011

What is Social CRM ?

Social CRM
“Social CRM represent the continuing journey by organizations to deliver the right customer experience at the right time. It is fundamentally about how to and where toreengage with customers.”
-From Jeremiah Owyang’s webinar on SCRM

Social CRM Process
Facebook
Twitter
LinkedIn
Online conversations
Blogs
News
Mssg forums
CRM
Profiles
Workflows
Interactions
Transactions
Social –influence
History
Listening tools
Community
Response & business communication
Phone calls
Emails
Feedback forms
Compaints

Using Social Apps for enhancing CRM

Social CRM tools spectrum
Integrated social hubs
Social apps built on sales force CRM platform
CRM integrated listening tools
CRM integrated support forums
Buzz Visualization
Curation enabled support forum
High
Tools for customer acquisition
Tools for customer retention
Social(conversational,
many-to-many, engaging)
Recommendation engine
Customer service software
Contact profiling
Support forums
Low
High
Low
CRM (database driven,
one-to-one, private)
- Social tools tend to be oriented towards conversation or a particular CRM process

Social CRM Use Cases
- SCRM tools used by brands seem to be aligned to at least one of alimeter’s use cases

Social Apps for Customer Acquisition

Rapportive – Gmail Extension
Use case: Social lead generation
SCRM tool: Contact profiling
Usage: Shows social profiles of user’s Gmail contacts along with latest conversations
Impact: Helps profile contacts and understand them better

Gatorade Conversations Visualization
Use case: Social Marketing insights
SCRM Tool: Buzz visualization
Usage: Helps understand relevant market buzz through a friendly user interface
Impact: Improves response processes and influences customer engagement strategies

Target Product Recommendation App
Use case: Social sales insights
SCRM tool: Recommendation engine
Usage: Recommends customized deals depending upon user’s interest in other deals
Impact: Improved product selection for consumer

Kingfisher Social Hub Application
Use case: Rapid social marketing response
SCRM tool: Integrated social hub
Usage: Shows user activity at all social hubs at one location
Impact: Deep insight into consumer behavior. Recognition of influencers/ evangelists

Mark’s Referral FB App
Use case: Social Campaign tracking
SCRM tool: Social app built on Salesforce CRM platform
Usage: Maps users social graph to generate referrals
Impact: Campaign promotion and measurement of word - of - mouth referrals. Increased knowledge database of potential customers

Dell Radian 6 – Salesforce Integration
Use case: Rapid social marketing response
SCRM tool: CRM integrated listening tool
Usage: Allows integration of relevant buzz and profiles with CRM database

Social Apps for Customer Retention

Vodafone Discussion App
Use case: Peer - to - peer unpaid armies
SCRM tool: Support Forum
Usage: Default Facebook tab used for support and discussions
Impact: Customer support on queries

HootSuite Feedback App
Use case: crowd source innovation
SCRM tool: Curation enabled discussion forum
Usage: Allows users to create and vote the best ideas for HootSuite
Impact: Best idea crowdsourcing

Rosseta Stone Customer Support App
Use case: Rapid social response
SCRM tool: Customer service software
Usage: Allows users to ask questions, find answers and chat with CRM agents
Impact: Provide support to customers on customer hubs like Facebook

Ask Pampers App
Use case: Social support insight
SCRM tool: CRM integrated support forum
Usage: Allows users to share ideas, report problems, give kudos or ask questions
Impact: Salesforce integration allows stronger SCRM capabilities with the conversation data

About Kuliza

About Kuliza
Kuliza is a social technology firm focused in helping companies leverage social software, community platforms, mobile and cloud computing for improving business performance, communication and customer engagement.

Kuliza Offerings

Ask us how to build Social CRM tools !
Kuliza.com | sales@kuliza.com | @kuliza
Achintya.gupta@kuliza.com
@achintya85

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Social crm

by Kuliza Technologies on Feb 15, 2011

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Social crm — Presentation Transcript