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10 Steps to integrate CRM and Social Media
 

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.

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

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10 Steps to integrate CRM and Social Media 10 Steps to integrate CRM and Social Media Presentation Transcript

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