Start with your social strategy


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Presentation by François Rüf, Principal Program Manager, Microsoft Schweiz, @ Executive Circle Summit December 2013, about the social customer, social strategies, CRM and social media and Microsoft.

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Start with your social strategy

  1. 1. Social – aber richtig 03. Dezember 2013 Executive Circle Summit François Rüf, Principal Group Program Manager Dynamics CRM, Microsoft Schweiz
  2. 2. Executive Circle Summit Social is omnipresent
  3. 3. The social customer 1.2b 44% posts per day just on Facebook and Twitter alone of consumers complain via social media 20% 57% through the buying cycle before they contact you expect a response within 1 hour via social media
  4. 4. CRM in the social age TRUST TRANSPERANCY ACCESS People trust people not companies People are able to know everything about your product People are able to get easily recommendations from their network BUYING PROCESS HAS CHANGED: conversations in social media have become more influential to the buying process than traditional sales and marketing tactics. This has a BIG IMPACT on the overall Sales, Marketing, Communication and Customer Care process
  5. 5. Executive Circle Summit Start with your social strategy
  6. 6. Social Business Opportunities MARKETING SALES SERVICE Monitor Campaign Effectiveness Identify Influencers Work Better Together Intercept Buying Signals Social Customer Care Early Warning System Manage Brand Reputation Publish Social Content Customer Collaboration Enriched Insights Knowledge Management Measure Customer Satisfaction
  7. 7. Setting up a strategy 7 Steps to a social CRM strategy
  8. 8. Step 1 Where are the opportunities in your business? Social Listening and Analytics is great way to start
  9. 9. Step 1 Microsoft Dynamics Overview: First insights Overview on Microsoft Dynamics CRM KPI’s and Timeline
  10. 10. Step 1 Channel Timeline and distribution for Microsoft Dynamics CRM Twitter Details for Microsoft Dynamics CRM
  11. 11. Step 1 Sentiment on Twitter for Microsoft Dynamics CRM Advocates and their posts for Microsoft Dynamics CRM
  12. 12. Step 2 - Social Listening and Analytics to get insights
  13. 13. Step 3
  14. 14. Step 3 Build a business case End-end scenarios Integration & Closed Loops Data Mining & Analytics
  15. 15. – Closed loops & Social ROI Netbreeze Marketing Pilot Reputational risk identified – drill down and analyze the situation Dynamics CRM Launch campaign and measure success Yammer Push report to Yammer Collaborate with colleagues how to mitigate the risk
  16. 16. Step 4 -
  17. 17. Step 5 -
  18. 18. Step 6 -
  19. 19. Step 7 Opportunities Competitors Business Case Organization Roadmap
  20. 20. Biggest pitfalls of implementing social A Silo within a company Too expensive to roll out to many users Not seamlessly integrated Social Strategy not aligned with top business goals
  21. 21. Executive Circle Summit How Microsoft supports you
  22. 22. Pillars of our strategy
  23. 23. Collaboration with Yammer
  24. 24. Introduction: Netbreeze
  25. 25. Listen & Analyze Global sentiment analysis Gain a true understanding of your customers and your business on a global scale across the social web. Share of voice Track your brand, products, and influence in 28 languages across Twitter, Facebook, YouTube, news channels, blogs, and forums. Competitive intelligence See how you measure up against the competition. Identify differentiators, strengths, and weaknesses. Campaign management Measure social impact on marketing, sales, and service campaigns. Gain insight on what’s working and what isn’t.
  26. 26. Monitor & Respond Top influencers Identify and connect with the most influential voices in your community. Early warning system Gain early insight on problematic issues and stay on top of hot topics in your industry. Watchdog Get notified on custom key words, competitive conversations, and industry questions. TrendScout Get notified when posts and publications differ from statistical expectations.
  27. 27. Subra – Standalone Social Listening, Analytics (Q1 CY14)
  28. 28. Leo – Embedded Insights & Engagement (Q2 CY14)
  29. 29. Executive Circle Summit Netbreeze EAP
  30. 30. Participant Benefits Qualify for access Complimentary 90-min online consultation on social best practices Training Ongoing 1-hour community calls with our social listening experts. Self-serve end-user training materials Support Ability to ask support questions and provide product feedback through Microsoft Connect
  31. 31. Next Steps Sign up for Connect ionUse.aspx?ProgramID=8174&InvitationID= nbe-H8GB-GBJH Nominate Fill in the nomination survey Survey.aspx?SurveyID=15430 Any questions? Netbreeze Questions Yammer group
  32. 32. Besten Dank für Ihre Aufmerksamkeit François Rüf Principal Group Program Mgr Dynamics CRM Mobile: +41 (0)78 844 63 70 Twitter: fruef LinkedIn: Microsoft Schweiz Ringstrasse 12 CH-8600 Dübendorf