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Social CRM

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Social CRM details how social media software coupled with your internal databases can drive a highly optimized social media marketing program. Social media software options, content strategy & …

Social CRM details how social media software coupled with your internal databases can drive a highly optimized social media marketing program. Social media software options, content strategy & execution and business processes are discussed in detail.

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  • 1. Social Media CRM
    What it should mean for your company and how to develop a process for successful execution
    6/29/2011
    Jamie Duklas
    Director of Social Media, Booyah Online Advertising
    @jduklas
    #OMSDEN #SCRM
  • 2. About Booyah
    Social
    Media
    Mobile
    Online Display
    Search
    Marketing
    SEO
    Paid Search
    Shopping Engines
    Email
    Creative Services
    Local
    Paid Inclusion
    Shopping Engines
    #OMSDEN #SCRM
  • 3. About Me
    I’m tall
    Lead the social media consulting practice at Booyah
    Board member, Social Media Club – Mile High
    Good at collecting student loans: MBA from University of Denver, undergrad from University of Wisconsin
    July 12 event: Social Media Panel featuring Southwest Airlines: http://www.facebook.com/event.php?eid=138238122921473
    #OMSDEN #SCRM
  • 4. Social Media is Not Fun*
    Of course it can be, but…
    Start with a business goal!
    *Hopefully this presentation is at least a little fun
    #OMSDEN #SCRM
  • 5. What is Social CRM?
    #OMSDEN #SCRM
  • 6. Benefits (aka Why Bother)
    Optimized messaging across all customer touch points (sales, marketing, service)
    Increased customer retention
    New customer acquisition
    Product knowledge / customer insight
    Bottom line: smarter marketing & make more money
    #OMSDEN #SCRM
  • 7. Leverage the Social Graph
    Consider social media a database
    Find the unique identifier to connect the information
    #OMSDEN #SCRM
  • 8. Develop Social Media Maturity
    Collective Intellect
    #OMSDEN #SCRM
  • 9. Essentials for Your Database
    Monitoring (data collection)
    Engagement history
    Customer profile (data connection)
    Internal CRM data
    #OMSDEN #SCRM
  • 10. Social CRM: Business Process
    Engagement
    Data
    Marketing
    Monitoring
    Sales
    Social Graph
    (Customer Profile)
    Internal
    (Customer Profile)
    Customer
    Service
    #OMSDEN #SCRM
  • 11. Social CRM: IT Process
    Data Collection
    Data Refinement
    Measure & Optimize
    Data Management
    Central Data
    Rules
    Engine
    Operational
    (Tactical)
    Workflow
    Engage
    Text Mining
    Big Picture
    (Strategy)
    • Social Media
    • 14. Client Social Community
    • 15. Private Data
    Customer CRM
    (online ↔ offline)
    #OMSDEN #SCRM
  • 16. Connect the Dots
    A complete view of customer interactions
    Communicate the way the customer wants
    #OMSDEN #SCRM
  • 17. Break Down Data Silos
    Marketing
    Sales
    Customer
    Service
    Social
    Media
    Third-Party
    Data
    Unified Data
    Optimized Customer Engagement
    #OMSDEN #SCRM
  • 18. Optimized Customer Engagement
    All customer touch points have the same data
    Communication is spread out
    Timed for best result
    Each interaction is documented
    A comprehensive customer profile
    #OMSDEN #SCRM
  • 19. It Starts with Software…
    #OMSDEN #SCRM
  • 20. It Doesn’t Have to be Fancy
    #OMSDEN #SCRM
  • 21. Social CRM Software Costs
    A lot can be done with free software and their APIs
    Remember the Social Maturity Curve – start with monitoring
    Entry level software: $7,000 - 12,000 / year
    Sophisticated software: $20,000 - $100,000 / year
    #OMSDEN #SCRM
  • 22. Change the Way You Communicate
    #OMSDEN #SCRM
  • 23. People Talking to People
    Social Media is people talking to people
    The more you know about a person the more meaningful, timely and targeted your message can be
    #OMSDEN #SCRM
  • 24. Before CRM
    A. No response, you’re not listening
    B. Respond. No data is recorded.
    #OMSDEN #SCRM
  • 25. With CRM
    Problem
    Solved
    Data Added to Profile
    Business
    Intelligence
    #OMSDEN #SCRM
  • 26. Reactive vs Proactive
    #OMSDEN #SCRM
  • 27. Sales Prospecting
    Under-utilized part of social media
    Smart keyword targeting
    Lead people through the buying process
    #OMSDEN #SCRM
  • 28. Develop an Engagement Strategy
    #OMSDEN #SCRM
  • 29. Engagement Goals
    Reply in real-time if possible
    Set expectations
    Create action (drive clicks)
    Develop a formal process
    Track your engagement process
    Create dashboards & metrics to show success
    #OMSDEN #SCRM
  • 30. Engagement Workflow
    Radian6
    #OMSDEN #SCRM
  • 31. Customize Your Response to the Motive / Persona
    Social Media
    Monitoring
    Engagement
    Customize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer.
    #OMSDEN #SCRM
  • 32. Measure Your Engagement
    Social Media
    Monitoring
    Engagement
    Customize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer.
    Measurement
    Track all your engagements, develop dashboards. Use analytics tracking and KPI metrics.
    #OMSDEN #SCRM
  • 33. Measurement Dashboard
    SpredFast
    #OMSDEN #SCRM
  • 34. ROI Pyramid
    #OMSDEN #SCRM
  • 35. ROI
    Increased revenue through customer retention and new customer acquisition
    Smarter and streamlined marketing
    Efficiency (less customer service)
    Product and customer insight
    #OMSDEN #SCRM
  • 36. Takeaway Points
    Start with a business goal
    Invest in social media software
    Connect the dots (data unity)
    Drive targeted, timely & meaningful conversation
    Be proactive and reactive
    #OMSDEN #SCRM
  • 37. Thank You
    Social Media CRM
    What it should mean for your company and how to develop a process for successful execution
    Jamie Duklas
    Director of Social Media, Booyah Online Advertising
    jduklas@booyahadvertising.com (303) 345-6634
    @jduklas
    www.linkedin.com/in/jamieduklas
    http://social-media-strategist.com
    Facebook.com/Booyah
    Twitter.com/BooyahAgency
    #OMSDEN #SCRM

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