10 Steps to integrate CRM and Social Media

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These are 10 baseline steps to start integrating your CRM systems with social media.

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  • You can go through Kapture, one of the most powerful online CRM tool. It do integrates with the social media and you can continue your support conversation without any hassle. The monthly charges is less than the other tools and no hidden charges for maintenance and feedback.
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10 Steps to integrate CRM and Social Media

  1. 1. 10 Steps to Integrate Social Media & CRM<br />Jesus Hoyos<br />www.jesushoyos.com<br />www.solvisconsulting.com<br />www.socialmediaclub.mx<br />@jesus_hoyos<br />Google: Jesus Hoyos, CRM<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />1<br />
  2. 2. Social CRM Conversations<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />2<br />
  3. 3. Definition<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />3<br />
  4. 4. Social CRM - #scrm, #socialcrm<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />4<br />“It is your company response to your customers conversations”<br />– Paul Greenberg<br />Convert Conversation to Transaction<br />Manage Many-to-Many Relationships<br />
  5. 5. Online Marketing Connect - JesusHoyos.com<br />5<br />April 26, 2011<br />
  6. 6. Online Marketing Connect - JesusHoyos.com<br />6<br />April 26, 2011<br />
  7. 7. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />7<br />
  8. 8. Communities – The New Front End<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />8<br />
  9. 9. 3 - Metrics<br />7- Monitoring and Listening<br />Persons<br />Conversations<br />4 – Analytics and Opportunities<br />2 - Communities<br />1 – Social Media<br />Persons<br />Persons<br />Conversations<br />Content<br />Conversations<br />Transactions<br />Interactions<br />Campaing Results<br />Campaing Results<br />5 – Campaings and Communications<br />Campaings<br />6 - Campaign Management<br />7- Monitoring and Listening<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />9<br />
  10. 10. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />10<br />
  11. 11. Use Case<br />Use the Marketing Module to create and event on Facebook with email and Facebook invitations<br />Keep track of the email metrics and event registration (email has the Share This functionality)<br />Monitor conversations, comments, Likes, Shares and RTs<br />Respond to the conversations from the CRM system or Monitoring Tool<br />You community manager can facilitate the conversations <br />Call Center Reps can use workflow in the CRM system <br />Get the campaign results directly in the CRM system<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />11<br />
  12. 12. Some Integration Points<br />CRM<br />Email <br />Twitter <br />Facebook <br />Monitoring Tool<br />Analytics<br />Campaings<br />Metrics<br />Communities<br />Ideas<br />Collaboration<br />Knowledge Base<br />Metrics<br />Transactions<br />Interactions<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />12<br />
  13. 13. Examples<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />13<br />
  14. 14. 10 Steps…<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />14<br />
  15. 15. Online Marketing Connect - JesusHoyos.com<br />15<br />April 26, 2011<br />#1: Conversation Map<br />Trending Topics, Metrics<br />Sentiment<br />By Media Type<br />Brand vs. Competition vs. Industry, Share of Voice and Conversation<br />Conversation Cloud, Topics<br />Advocates, Influencers, Followers, Tribes<br />Comments, Pictures, Videos, Likes, RTs, Fans<br />Twitter, MySpace, Facebook<br />Communities, Forums<br />Tools: Radian6, Alterian, Sysomos<br />Twitter List: http://twitter.com/#!/list/jesus_hoyos/social-media-monitoring<br />
  16. 16. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />16<br />#2: Social Graph of your Customers<br />Email Marketing – Email Addresses<br />% on Facebook<br />% on Twitter<br />% on LinkedIn<br />% on YouTube<br />Demographics<br />Trends<br />Household Data<br />Tools: Fliptop, Rapportive, Rapleaf, Nimble, Gist, Your Own Surveys, InsideView<br />
  17. 17. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />17<br />#3: Are your best customers using social media?<br />Social Graph of your Best Customers<br />Frequent<br />Spenders<br />Uncertain<br />Cases, Leads, Interactions, Site Visits, Store Visits<br />Call Center, CRM Metrics<br />Tools: CLV, RFM, Segmentation, Customer Satisfaction, Churn, Basket Analysis, etc.<br />
  18. 18. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />18<br />#4: Processes & Requirements <br />Business goals and objectives<br />Social Media Marketing vs. Social Marketing<br />Sales (Collaboration, B2B, B2C)<br />Customer (Collaboration, Knowledge Management, Self-Service)<br />Ideas (reduce costs, find advocates, crowdsourcing)<br />Public Relations<br />Social Responsibility<br />Social Business<br />Communities and Social Media (Channels)<br />Tools: Agile/Scrum, Briefings, Scopes, Strategies, Road Maps, Proof of Concepts, Pilots, Change Management<br />
  19. 19. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />19<br />#5: Social Media Tactical Plan<br />Metrics<br />Social Media Governance, Policies, Privacy<br />Social Media Team – who, when, why, how, what<br />Content Generation<br />Social Media Channels: Apps, Mobile, Facebook, Twitter, Forums, Blogs, etc.<br />Your Own Communities<br />Tools: Community Roundtable, Engagementdb, Social Media Governance, Your CRM Vendor<br />Twitter List: http://twitter.com/#!/jesus_hoyos/community-platforms<br />
  20. 20. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />20<br />#6: Use Cases & Integration<br />Marketing<br />Sales<br />Service<br />Ideas<br />Collaboration<br />Knowledge Base<br />Metrics<br />Transactions<br />Interactions<br />Customer Experience<br />Tools: 18 Social CRM Use Cases, Your CRM Vendor Communities<br />Twitter: Follow #scrm<br />
  21. 21. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />21<br />#7: Traditional CRM<br />Contacts, Roles, Accounts, Persons – data model<br />Campaign Management<br />Customer Support<br />Lead Management<br />Opportunities<br />Workflow, Business Processes<br />Screen Pops, CTI, Call Center Splits<br />Feedback Management<br />Loyalty Programs<br />Knowledge Management<br />Customer Surveys, Customer Satisfaction<br />Analytics – Social and Text Analytics<br />Big Data<br />Tools: 18 Social CRM Use Cases, Your CRM Vendor Communities, The SocialCustomer.com, TheCustomerCollective.com <br />Twitter: Follow #crm<br />
  22. 22. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />22<br />#8: Internal Collaboration, Social Business, E 2.0<br />Wikis<br />Mobility<br />Web Apps<br />Cloud, SaaS<br />Social Business<br />Collaboration<br />Tools: www.e2conf.com (Enterprise 2.0), The BrainYard<br />
  23. 23. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />23<br />#9: Culture, People and Change Management<br />Business Model<br />Metrics<br />Human Capital<br />Change Management<br />Openness<br />Transparency<br />Training<br />CxO Commitment<br />
  24. 24. April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />24<br />#10: Improve your CRM ecosystem<br />Do you have ONE customer definition?<br />Brand or product oriented?<br />Are you a multi and cross channel company?<br />Do you have the right customer metrics? <br />Customer Experience?<br />Do you have customer centric processes? <br />- Customer Relationship Cycle: acquire, maintain, maximize, loyalty, retain<br />How many silos do you have today? More with social media?<br />Do you have the right culture for social media?<br />Is your customer data clean and up to date?<br />Do you have the right technology<br />The Zappos or Amazon Model<br /><ul><li>Service as a Culture
  25. 25. The Best Service is no Service</li></li></ul><li>Summary<br />#1: Conversation Map<br />#2: Social Graph of your Customers<br />#3: Are your best customers using social media?<br />#4: Processes & Requirements <br />#5: Social Media Tactical Plan<br />#6: Use Cases & Integration<br />#7: Traditional CRM<br />#8: Internal Collaboration, Social Business, E 2.0<br />#9: Culture, People and Change Management<br />#10: Improve your CRM ecosystem<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />25<br />
  26. 26. Phases<br />Phased Approach<br />Have a Strategy, Roadmap<br />Pilots, Proof of Concepts<br />Metrics<br />Measure and Test and Try Again<br />It is part of your CRM Strategy<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />26<br />
  27. 27. 10 Steps to Integrate Social Media & CRM<br />Jesus Hoyos<br />www.jesushoyos.com<br />www.solvisconsulting.com<br />www.socialmediaclub.mx<br />@jesus_hoyos<br />jesus.hoyos@solvisconsulting.com<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />27<br />ThankYou!<br />

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