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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.

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
      Online Marketing Connect - JesusHoyos.com
      3
    • Social CRM - #scrm, #socialcrm
      April 26, 2011
      Online Marketing Connect - JesusHoyos.com
      4
      “It is your company response to your customers conversations”
      – Paul Greenberg
      Convert Conversation to Transaction
      Manage Many-to-Many Relationships
    • Online Marketing Connect - JesusHoyos.com
      5
      April 26, 2011
    • Online Marketing Connect - JesusHoyos.com
      6
      April 26, 2011
    • April 26, 2011
      Online Marketing Connect - JesusHoyos.com
      7
    • Communities – The New Front End
      April 26, 2011
      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
      Online Marketing Connect - JesusHoyos.com
      9
    • April 26, 2011
      Online Marketing Connect - JesusHoyos.com
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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
      11
    • Some Integration Points
      CRM
      Email
      Twitter
      Facebook
      Monitoring Tool
      Analytics
      Campaings
      Metrics
      Communities
      Ideas
      Collaboration
      Knowledge Base
      Metrics
      Transactions
      Interactions
      April 26, 2011
      Online Marketing Connect - JesusHoyos.com
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    • Examples
      April 26, 2011
      Online Marketing Connect - JesusHoyos.com
      13
    • 10 Steps…
      April 26, 2011
      Online Marketing Connect - JesusHoyos.com
      14
    • Online Marketing Connect - JesusHoyos.com
      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
      Online Marketing Connect - JesusHoyos.com
      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
      Online Marketing Connect - JesusHoyos.com
      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
      Online Marketing Connect - JesusHoyos.com
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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
      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
      Online Marketing Connect - JesusHoyos.com
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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
    • April 26, 2011
      Online Marketing Connect - JesusHoyos.com
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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
    • April 26, 2011
      Online Marketing Connect - JesusHoyos.com
      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
      Online Marketing Connect - JesusHoyos.com
      23
      #9: Culture, People and Change Management
      Business Model
      Metrics
      Human Capital
      Change Management
      Openness
      Transparency
      Training
      CxO Commitment
    • April 26, 2011
      Online Marketing Connect - JesusHoyos.com
      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
      Online Marketing Connect - JesusHoyos.com
      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
      Online Marketing Connect - JesusHoyos.com
      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
      Online Marketing Connect - JesusHoyos.com
      27
      ThankYou!