10 Steps to integrate CRM and Social Media

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
2

Definition
April 26, 2011
3

Social CRM - #scrm, #socialcrm
April 26, 2011
4
“It is your company response to your customers conversations”
– Paul Greenberg
Convert Conversation to Transaction
Manage Many-to-Many Relationships

5
April 26, 2011

6
April 26, 2011

April 26, 2011
7

Communities – The New Front End
April 26, 2011
8

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
9

April 26, 2011
10

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
11

Some Integration Points
CRM
Email
Twitter
Facebook
Monitoring Tool
Analytics
Campaings
Metrics
Communities
Ideas
Collaboration
Knowledge Base
Metrics
Transactions
Interactions
April 26, 2011
12

Examples
April 26, 2011
13

10 Steps…
April 26, 2011
14

15
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
16
#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
17
#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
18
#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
19
#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

April 26, 2011
20
#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

April 26, 2011
21
#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

April 26, 2011
22
#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
23
#9: Culture, People and Change Management
Business Model
Metrics
Human Capital
Change Management
Openness
Transparency
Training
CxO Commitment

April 26, 2011
24
#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
April 26, 2011
25

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
26

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
27
ThankYou!

http://socialmediaclub.mx	136
http://www.jesushoyos.com	56
http://paper.li	24
http://www.slideshare.net	17
http://jesushoyos.posterous.com	12
http://www.scoop.it	6
http://translate.googleusercontent.com	3
url_unknown	2
http://www.dqveep.com	1
http://tweetedtimes.com	1
http://www.onlydoo.com	1

10 Steps to integrate CRM and Social Media

by Jesus Hoyos on May 06, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

11 Embeds 259

Statistics

10 Steps to integrate CRM and Social Media — Presentation Transcript