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 & execution and business processes are discussed in detail.

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Social CRM

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

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