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Social Crmv3 3 Final

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  • 1. SOCIAL CRM: How to drive more business through social media outlets and combine that with your CRM system Chris Spears | chris@arkesystems.com | 404.812.3123 Zach Cheroff | zcheroff@solarvelocity.com | 404.978.2237
  • 2. Who are we? Social Media Strategy/ Campaigns Web design Mobile Email Marketing Web Dev Strategy / Execution Microsoft CRM CRMTechnology Microsoft SharePoint Business Intelligence Database Development Software Dev Microsoft Technologies
  • 3. Overview Using CRM to increase customer engagement and drive more business through social media outlets:  Social Media  CRM Systems  Social Media + CRM Systems = Social CRM
  • 4. We Have All Jumped On . . .
  • 5. How do I manage it all?
  • 6. Corporate social media challenges  Content -What Do I Say?  Audience -To who and where do I say it?  Measurement - How do I know it’s working?
  • 7. 76% of people think advertisers LIE Source:Yankelovich Study 2009
  • 8. Most trusted Online advertising 1. Recommendations from friends 2. Other peoples opinions online 3. Company website’s 4. Editorial content (news articles) 5. Brand sponsorships Source: Nielson Online Global Consumer Survey : April 2009
  • 9. Friends like recommendations from Friends
  • 10. Real people’s opinions matter
  • 11. Traditional approach to social media . . .
  • 12.  Source:GartnerGroup By 2011, half of companies with an online community will fail to manage it as an agent of change, ultimately eroding customer value
  • 13. Why?
  • 14. Rushing in without clearly defined benefits for both the company and the customer will be the biggest cause of failure
  • 15. HowTo Avoid Social Media Disaster?
  • 16. Become an agent of behavioral change!
  • 17. The Formula 1.the right people 2.the sticky idea 3.the right context
  • 18. The Formula 1.the right people 2.the sticky idea 3.the right context
  • 19. How well do you know your customers? DEMOGRAPHICS PSYCHOGRAPHICS BEHAVIORS GEOGRAPHICS
  • 20. Where are they spending their time?
  • 21. Who are your agents of change?
  • 22. •Develop a persona for each segment of your target market and prioritize •Analyze online behavior within each persona Personas
  • 23. The importance of personas  Bring focus  Build empathy  Encourage consensus  Create efficiency  Lead to better decisions
  • 24. The Formula 1.the right people 2.the sticky idea 3.the right context
  • 25. Winning Sticky Ideas!
  • 26. Simple A “sticky” idea is . . .
  • 27. Simple Unexpected A “sticky” idea is . . .
  • 28. Simple Unexpected Concrete A “sticky” idea is . . .
  • 29. Simple Unexpected Concrete Credentialed A “sticky” idea is . . .
  • 30. Simple Unexpected Concrete Credentialed Emotional A “sticky” idea is . . .
  • 31. Simple Unexpected Concrete Credentialed Emotional Story A “sticky” idea is . . .
  • 32. The Formula 1.the right people 2.the sticky idea 3.the right context
  • 33. content is king
  • 34. the secret to good social content •friendly human voice •consistent & clear •helpful •timely •relevant •entertaining
  • 35. The Formula 1.the right people 2.the sticky idea 3.the right context Now What?
  • 36. Use Social-CRM to gather data on the target audiences:  To segment and strengthen personas  Use real customer data to create unified marketing campaigns using online & offline data  Know what to say  Drive brand awareness & improve customer service  Convert activity to revenue
  • 37. Know your customer  Social media decisions should be based on your customer  Knowledge about customer must be actionable  Learning about customer requires direct contact  You are not your customer  Business results depend on satisfying your customer
  • 38. You know that some customers like….
  • 39. But can you match them to a person? likes and likes and
  • 40. Marketing Automation through CRM Looking to buy a Drill. DeWalt? Social CRM
  • 41. What Social CRM does? Social CRM Public Web (Profile Information, Purchases) Offline Information (Purchases, Mailers, Surveys) Social Media Aggregator (Names, Keywords)
  • 42. Create Unified Marketing Campaigns Social CRM Offline Campaign Social Media Campaign Online Campaign Unified CRM Profiles & Business Intelligence Drive Brand Awareness
  • 43. Social CRM Cycle Gather Customer Data Unified Campaigns Drive Awareness Convert to Sales Social CRM
  • 44. B2C Engagement - Example Problem • Drive more visitors to stores • Understanding their customer • Gather data at a micro level Results • Marriage of online and offline segments • Automated social media communication Analytics • Converted sales from 2.0 campaigns • Identify trending topics in social demographic • Monitoring of campaign awareness • Competitive analysis (HitachiVs. Dewalt)
  • 45. B2B Engagement - Example Problem • Identify new customer segments • Improve customer support • Spread brand awareness Results • Identified new relevant content topics • Provided faster response to complaints Analytics • Response time to complaints decreased • Content topics received better open rates • Increase in delivery channels/partners
  • 46. The Real Guts Social Media Aggregator Social Intelligence & Reporting
  • 47. SOCIAL CRM CRM • Profiles • Interactions • History • Preferences • Personas Increase and extend the ROI of existing CRM software investment! Social Sites • Twitter • Facebook • Linkedin • YouTube • FourSquare • Blogs • News • Etc… Reporting • Search criteria • What • Where • Who • Why RESULTS: Learn more about what and where your clients are having conversations and listen, analyze, relate and act. Listening Human Decision • Listen • Analyze • Relate • Act
  • 48. Questions?