10 Steps to Integrate Social Media & CRM<br />Jesus Hoyos<br />www.jesushoyos.com<br />www.solvisconsulting.com<br />www.s...
Social CRM Conversations<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />2<br />
Definition<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />3<br />
Social CRM - #scrm, #socialcrm<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />4<br />“It is your ...
Online Marketing Connect - JesusHoyos.com<br />5<br />April 26, 2011<br />
Online Marketing Connect - JesusHoyos.com<br />6<br />April 26, 2011<br />
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />7<br />
Communities – The New Front End<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />8<br />
3 - Metrics<br />7- Monitoring and Listening<br />Persons<br />Conversations<br />4 – Analytics and Opportunities<br />2 -...
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />10<br />
Use Case<br />Use the Marketing Module to create and event on Facebook with email and Facebook invitations<br />Keep track...
Some Integration Points<br />CRM<br />Email <br />Twitter <br />Facebook <br />Monitoring Tool<br />Analytics<br />Campain...
Examples<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />13<br />
10 Steps…<br />April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />14<br />
Online Marketing Connect - JesusHoyos.com<br />15<br />April 26, 2011<br />#1: Conversation Map<br />Trending Topics, Metr...
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />16<br />#2: Social Graph of your Customers<br />Email M...
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />17<br />#3: Are your best customers using social media?...
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />18<br />#4: Processes & Requirements <br />Business goa...
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />19<br />#5: Social Media Tactical Plan<br />Metrics<br ...
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />20<br />#6: Use Cases & Integration<br />Marketing<br /...
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />21<br />#7: Traditional CRM<br />Contacts, Roles, Accou...
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />22<br />#8: Internal Collaboration, Social Business, E ...
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />23<br />#9: Culture, People and Change Management<br />...
April 26, 2011<br />Online Marketing Connect - JesusHoyos.com<br />24<br />#10: Improve your CRM ecosystem<br />Do you hav...
The Best Service is no Service</li></li></ul><li>Summary<br />#1: Conversation Map<br />#2: Social Graph of your Customers...
Phases<br />Phased Approach<br />Have a Strategy, Roadmap<br />Pilots, Proof of Concepts<br />Metrics<br />Measure and Tes...
10 Steps to Integrate Social Media & CRM<br />Jesus Hoyos<br />www.jesushoyos.com<br />www.solvisconsulting.com<br />www.s...
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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.

Published in: Business, Technology

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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