Your SlideShare is downloading. ×
Social crm strategy with crm 2011
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Social crm strategy with crm 2011

1,277
views

Published on

This is my presentation at Decisions Spring 2011

This is my presentation at Decisions Spring 2011

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,277
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Incorporating Social CRM Initiatives within Your Traditional Microsoft Dynamics CRM 2011 Strategy PRESENTED BY IVAN KURTEV DELIVERY DIRECTOR, CRM GREEN BEACON SOLUTIONS LLC
  • 2. Introductions - Green Beacon Solutions• Ivan Kurtev: Delivery Director – CRM ○ ikurtev@greenbeacon.com ○ @ikurtev• John Lucas: Pre-Sales Manager ○ jlucas@greenbeacon.com
  • 3. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Sales and Marketing • Social Insight for Customer Service • Measuring Results • Enterprise Collaboration3
  • 4. The Era of Information Democracy From information asymmetry... Information was scarce Customers were ill-informed Exchanges were monologues Marketing was “command-and-control” … To information democracy Information is ubiquitous Customers are well-informed Exchanges are conversations Marketing is “connect-and-collaborate” Source: Social CRM Definition by Martin Walsh http://www.slideshare.net/martinwalsh/social-crm-definition-by-martin-walsh
  • 5. The Challenge “Customers continue to adopt social technologies at a blinding speed and organizations are unable to keep up.” Ray Wang, CEO, Constellation Research5
  • 6. The Opportunity: Social CRM Delivers Competitive Advantage“(We) only have two sources of Competitive Advantage:1) Learn more about our customers faster than the competition and2) Turn that learning into action faster than the competition.” Jack Welch, Former CEO, GE
  • 7. Social CRMDefinition“CRM is a philosophy and a business strategy, supported by a technologyplatform, business rules, workflow, processes & social characteristics,designed to engage the customer in a collaborative conversation in order toprovide mutually beneficial value in a trusted & transparent businessenvironment. – Paul GreenbergIt’s the company’s response tothe customer’s ownership ofthe conversation.”
  • 8. The Anatomy of the Organization’s Response • Social CRM efforts should be part of your overall CRM strategy • Reallocate resources to support Social CRM efforts • Increase focus on collaborative customer relationships, not internal processes • Determine what social channels your customers are using • Monitor those channels and engage your customers • Use tools to cope with the scale of social conversations8
  • 9. The Social CRM ProcessSource: Chess Media Grouphttp://www.jmorganmarketing.com/evolution-social-crm-process/
  • 10. Altimeter Group: Use Cases of Social CRM
  • 11. Market Readiness of Social CRM Use Cases 11
  • 12. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Sales and Marketing • Social Insight for Customer Service • Measuring Results • Enterprise Collaboration12
  • 13. What Does Monitoring Involve?• Listen and identify what channels your customers are using• Focus on Influencers• Determine the influencers’ attitude to your organization
  • 14. Social Activity Dashboard from FUSE Labs Source: http://crmsocialdashboard.codeplex.com/releases/view/5542514
  • 15. Parrot by Webfortis • Available on the Dynamics Marketplace • Twitter, Facebook, LinkedIn • Actions: ○ Favorite, Direct Message, Reply, Retweet • Convert to: ○ Account, Contact, Lead, Case • Post tweets from Parrot • Integrate multiple Twitter handles • Save searches15
  • 16. Contextual timeline onAccount and Contact Forms
  • 17. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Marketing and Sales • Social Insight for Customer Service • Measuring Results • Enterprise Collaboration17
  • 18. Marketing in the Age of Information Democracy• Switch away from Push Marketing • Expensive and inefficient • Does not allow organizations to engage customers in a conversation• Focus on Pull Marketing • Generate Interesting and Valuable Content for your Target Audience • Draw and Capture Leads in your web site • Promote content on the Social Media channels that your audience participates in • Engage in an ongoing conversation with your audience
  • 19. Marketing in Social Media Channels• Listen and Identify: • Top Channels • Top Influencers in those channels • Top Conversations (vs. Noise)• Build relationships with influencers• Respond when conversations impact your brand: • Assess Impact • Determine the influence of the participants in the discussion
  • 20. Sales and Social CRM• Identify where key prospects and customers interact• Gain insight about your prospects and customers from online profiles• Identify Conversations that represent Leads and Opportunities• Summarize insight from social channels and develop new offerings
  • 21. Social Connectors for Microsoft Outlook 2010 21
  • 22. Social Discovery from ClickDimensions 22
  • 23. Social Discovery from ClickDimensions 23
  • 24. InsideView • Available on the Dynamics Marketplace • Focus on Social Selling • Prospecting and List Building • Lead Qualification and Data Enrichment • Sales Collaboration and sharing 24
  • 25. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Sales and Marketing • Social Insight for Customer Service • Measuring Results • Enterprise Collaboration25
  • 26. Customer Service and Social CRM• Social networks open new channels for customer service• Monitor and bring customer service and support issues into CRM and manage them using existing workflows • In these channels, customers expect real-time responses• Measure volume and customer satisfaction in these channels and compare them with traditional channels• Encourage your advocate customers to support new customers in the ecosystem
  • 27. Service Management with CoTweet
  • 28. Service Management with CoTweet Cases can be created from the timeline with a single click as well.
  • 29. Service Management with CoTweet Cases can be created from the timeline with a single click as well.
  • 30. Surfacing Organization IntelligenceAs the agent is engaging with a socialcontact, they can get all theorganizational intelligence on them.
  • 31. Surfacing Intelligence at Engagement Customer Lifetime Value Value of all Open Opportunities Status in CRM system (Lead, Account or Contact)
  • 32. Surfacing Intelligence at Engagement Number and List of open cases Number and List of open opportunities Buyer/Customer Sentiment
  • 33. Automated Sentiment Analysis• Sentiment Analysis Considerations: • How accurate can sentiment analysis be? • Humans only agree 79% of the time. • There’s usually a need for a sentiment override. • Sentiment can vary by Content Type • Entity level vs. article level sentiment: • If an article mentions Nike and New Balance, can we determine how the author feels towards New Balance?• Sentiment Prioritization • Influence of the poster in the community • Reputation – how frequently does this person post negative comments • Intensity of the mentionSource: How Companies Can Use Sentiment Analysis to Improve Their Business by Maria Ognevahttp://mashable.com/2010/04/19/sentiment-analysis/
  • 34. Identify Influencers in a Specific Channel? • Klout Score: • True Reach: • Size of your engaged audience. • Amplification Probability: • Likelihood that your content will be acted upon. • Network Influence: • Influence level of your engaged audience. Source: http://klout.com/kscore?from=ks34
  • 35. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Sales and Marketing • Social Insight for Customer Service • Measuring Social CRM Results • Enterprise Collaboration35
  • 36. Focus on Business Objectives • Campaign Responses and Leads • Revenue Generated from Social Media • Customer Satisfaction36
  • 37. Social Media Measurements Business Objective Key Performance Indicators Foster Dialog Share Of Voice Audience Engagement Conversation Reach Promote Advocacy Active Advocates Advocate Influence Advocacy Impact Facilitate Support Resolution Rate Resolution Time Satisfaction Score Spur Innovation Topic Trends Sentiment Ratio Idea Impact Altimeter Group Report: Social Marketing Analytics: A New Framework for Measuring Results in Social Media http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics
  • 38. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Sales and Marketing • Social Insight for Customer Service • Measuring Social CRM Results • Enterprise Collaboration38
  • 39. Defining Enterprise Collaboration• Empower internal departments and teams to work together enterprise collaboration tools • Provide system updates in a newsfeed format when important business event occur • Allow users to ask questions and share best practices• Enterprise Collaboration can extend beyond the enterprise and involve external stakeholders such as partners and even customers
  • 40. Vibe• Developed by Sonoma Partners • Key Freatues:• Available from the Microsoft • Microblogging Dynamics Marketplace • System Updates• CRM 2011 Online or On-Premise • Status Updates• Free Edition available • Follow People• Lives within CRM 2011 • Follow Groups • Topic Hashtags• Integration possible via the CRM 2011 API • Workflow-driven, in CRM, RSS • Feeds (i.e. Won Opportunity Alert) Feed Dashboard, in MSCRM Dashboards
  • 41. Vibe Status Update User requests assistance System Post when an Opportunity Closed
  • 42. Pulse• Developed by Neudesic LLC • Key Freatues:• Fee-based: • Microblogging • $12/user/month private cloud • Status Updates • On-premise pricing available upon • System Updates request from Neudesic LLC • Follow People• Integration with CRM 2011, • Follow Groups Microsoft SharePoint and • Follow CRM Records provides API for other systems • Topic Hashtags • Questions with crowd-sourced answers • Feed Dashboard, in Pulse Portal (top posts)
  • 43. DedicatedUser InterfaceIntegration with CRMand Other SystemsAvailable onMobile Devices
  • 44. Contextual newsfeed44
  • 45. Dedicated Questions Feature45
  • 46. Is Social CRM Possible without Social Network?How Paul Greenberg helped Coke Mexico build advocacy with their distributors who were small local shops with no Internet Access?• All truck drivers that distributed the Coke products needed to be hired locally to help make the experience personal and emotional. This meant that the drivers knew who they were delivering to.• A newsletter was created to highlight the various stores and the community. This newsletter was printed and distributed by the truck drivers along with the Coke products they delivered. So the truck drivers were the “internet” that acted as the distributors of information (and product).• Distributors that performed well were given family trips instead of improved signage (which was given to the better performers). So instead of distributors getting bigger and better signs, they were now able to spend time with their families, again making the connection between Coke and the distributors more personal and emotional. 46
  • 47. ResourcesBlogs:• Altimeter Group: http://www.altimetergroup.com/• Chess Media Group Blog: http://www.jmorganmarketing.com/• R “Ray” Wang Blog: http://blog.softwareinsider.org• SlideShare: http://www.slideshare.net• Green Beacon Solutions Blog: http://connect.greenbeacon.comMicrosoft Dynamics CRM 2011 Tools (alphabetical order):• CoTweet: http://www.cotweet.com• ClickDimensions: http://clickdimensions.com• InsideView: http://www.insideview.com• Parrot: http://www.webfortis.com/webfortis-social-media-solutions.aspx
  • 48. Questions & Answers Q&A Ivan Kurtev Delivery Director - CRM 617-485-5208 ikurtev@greenbeacon.com @ikurtev John Lucas Pre-Sales Manager 617-485-5260 jlucas@greenbeacon.com