IntroductionI want to break this topic down and look at this topic with as much reality that I can muster.There is an enormous amount of hype around Social CRM and I think this can get in the way of a sober assessment of how new the Social Networks can be used to enhance business.Lets start with a definition.“more than just a software application. It is a business solution for all customer-centric processes. It covers every interaction with customers across the entire business. It improves internal business processes, enables closer management of new and existing customer relationships, increases revenues and decreases inefficiencies and provides management with timely and reliable insight to guide decisions.”Custom Relationship Management is a strategy for managing a organisation's interactions with external contacts, customers, clients and sales prospects. It uses technology to automate business rules, organize data, and synchronize processes. It might be mainly used for sales, but extends across marketing, customer service, and technical support. And it goes deep! It brings back office information to the customer facing teams e.g. stock levels or credit history.
“Social Media is a set of technologies and channels targeted at forming and enabling a potentially massive community of participants to productively collaborate”That’s from Anthony Bradley, Group VP of Gartner Research. You can see that is quoted in the brochure Sage CRM and Social Media.The use of technology (websites and applications) to communicate informally with other users, or to find people with similar interests to oneself. Data is typically not structured. The technology is typically third party and so not under your control.
Paul Greenberg defines Social CRM as…“a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.”I understand Social CRM to be a strategy to engage with those informal unstructured networks in order to build new forms of relationships with prospects and customers and to allow a link between the unstructured data and the information contained and controlled within the technology used with CRM.Important alert! A Social CRM strategy can include you own corporate support forums, blogs and self service community - the most important thing to realise about Social Networks is that the conversation belongs to the customer and you are joining in the conversation.
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The Sage CRM “Ecosystem” is made up of our website, community and social media channels. It was launched in March this year, and it is the first time that we have created a opportunity for our end users to have a direct channel to the teams that design and develop the product. In it’s first few months it has been a great success with high activity level as you can see on the slide here.
Hochschild’s The Managed Heart (1983) introduced the term ‘emotional labour’Work requires face-to-face or voice-to-voice contact with the publicthe worker to produce an emotional state in another personTraining and supervision can allow a degree of control over the emotional activities of employeesWe have challenges getting staff fully engaged in social mediaSage’s DilemaOur team works online, monitoring and communicating on behalf of our clients/organisationThrough this, they will build their personal brand and develop a reputation in the blogosphereThis is good for Sage… but also makes employees a target for headhuntersThey work all hours on behalf of my clients, and I’m not sure exactly how many hours – am I exploiting them? But are they promoting themselves at my expense?I have no control … but the job is getting done“Coming to terms with losing control” is a common themeStaff ReasonsFor my own self-esteemTo further my ‘personal brand’To aid the success of a campaignBecause I have a vested interest in a campaignCommitment to the client and employerPleasure derived from working as a team and sharing ideas & experiencesLearning and developing new skillsExcitement of working with social media
Inbuilt LinkedIn Integration
Extendable through APIs
API’s allow Social Media Metrics to be easily incorporated into the interfaceKlout.com is only one example of ‘influence’ measuremente.g.Peerindex.com is anotherWhat Authority do the people have?What is their influence? How many people will they tell? And how likely is their experience to be retweeted?
In what world is Lady Gaga more influential on developments in CRM and Social CRM than Paul Greenberg??
the conversation belongs to the customer and you are joining in the conversation
Sage CRM Social CRM what it is and how to implement
Social CRMwhat it is and how to implement
CRM is…• “more than just a software application. It is a business solution for all customer-centric processes. It covers every interaction with customers across the entire business. It improves internal business processes, enables closer management of new and existing customer relationships, increases revenues and decreases inefficiencies and provides management with timely and reliable insight to guide decisions.” − Sage Product Brochure
Social Media is…• “is a set of technologies and channels targeted at forming and enabling a potentially massive community of participants to productively collaborate”• Anthony Bradley, Group Vice President, Gartner Research - January 2010 − Sage CRM and Social Media
Social CRM is…• “is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.” − Paul Greenberg (2009) − http://the56group.typepad.com/pgreenblog/
Goal Setting…• Your needs determine the goals you set − peer-to-peer customer support, − idea management, − market research, − product launch, − brand reputation management.• Are you shaping the conversation? − Is your engagement leading to website visits? o Are you encouraging the conversations to take place within forums that you host? − How Reputation management? o Building an Authoritative and Trusted voice? o What is the Twitter Sentiment Around round your Brand/Company
We use Social Media because…• Owner • Marketing • Customer • Sales Managers & Professionals Service • “I want new CEOs • “I need • “I want to help tools to help• “I am an channels to customers me identify opinion leader place our solve their sales with a content, and problems” prospects and thorough therefore build • “I want to progress sales knowledge of traffic.” share tips and prospects my industry. • “I want to know tricks with• I want to raise what the public customers.” awareness.” is saying about us.”
New Design – www.sagecrm.com GEO IP detection delivering localised content. Single Sign In destination for existing customers. Improved content structure Priority on FREE Trials, to drive home Sage CRM with clear calls to action features and benefits. Relevant content with a Clearly defined and focus on lead generation. focussed messaging Sage CRM Community Content is now centrally Integration managed through a flexible, secure Content Management System Highly optimised content including a good balance Social Media Integration between text, images and video.
Sage CRM Ecosystem Participation Community Visits7000600050004000300020001000 0
Social Media Helps Cement Partner and Customer Relations
Sage CRM brings everything together • www.sagecrm.com • Partners • Trials • Customers • Customers • Staff Cloud Community Social Support Media • Level 3 Support • Twitter • Self Service Portal • LinkedIn • Facebook
Build your Social NetworkThe Rules Tips• Listen • Make sure what you share is• Share interesting…• Engage • Share regularly, frequently − Best to ReTweet (RT) and• The conversation belongs to the reply customer and you are joining in • Make sure your profile is the conversation complete − Description• But where does the conversation − Home page take place? − Logo/Avatar − Use Location, if mobile
Sage CRM Email services have a role to play• Social Media Alerts and Interactions can be stored within Sage CRM.• Examples of Social Media Alerts − Twitter.com - email when you are mentioned − Tweetbeep.com – keyword monitoring• You can email publishing services (automatic posting on Social Media)• Email to Twitter − Twittermail.com• You can use Sage E-marketing to contact those you have contact on Twitter/Those you don’t have on twitter.
Beware of AutomationThe ‘Bots’ are out there Don’t retweet rubbish!
Find out moreSage CRM Solutions provide flexible and robust customerrelationship management (CRM) solutions, including SageACT!, Sage SalesLogix and Sage CRM.To find out more visit www.sage.co.uk/crm or call0845 111 99 88. Visit the Sage CRM Ecosystem Sage CRM at www.sagecrm.co wwwsagecrmcom m Sage CRM (Official Group) wwwsagecrmcom
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