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Global Considerations for sCRM Strategy

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Working Socially, Thinking Globally: Global Considerations for sCRM Strategy

Working Socially, Thinking Globally: Global Considerations for sCRM Strategy

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  • 1. Working Socially, Thinking Globally: Global Considerations for CRM Strategy Jesús Hoyos @jesus_hoyos www.jesushoyos.com www.about.me/jesushoyos #SugarCon
  • 2. Agenda• The Global Aspects of a sCRM Strategy• My TV is not working• My Sunroof has a water leak• Got Mofongo?• 5 Steps to Gain Insights and improve your sCRM Strategy• Resources
  • 3. The Global Aspects of a sCRM Strategy• It is not B2B or B2C – it is about the Person• Conversations tells us a lot – Locations, social graph, connections, tribes, tribal knowledge• Reach is global and local• Content is global and local• It is not just Twitter and Facebook – we need more than 140 characters (forums)• It is about metrics, influencers & segments (long tail)• Google or Bing Translate• Is your CRM ready for the global aspect of social media? – Address formats, name conventions, workflow, filters, integration, business units, prospects, social marketing, etc.
  • 4. The Global Impact
  • 5. Messi vs Maradona (in México, not in Argentina, but content in USA)
  • 6. Global Ecosystem
  • 7. Convert Conversations in TransactionsWorkflow, business rules, integrationFirst Filter CommunityConversationsMentions y QuestionsSecond FilterIdeasProblemsKnowledge Management Command CenterThird FilterSocial Media AgentsFourth FilterCall Center & CRM AgentsInternal Business
  • 8. My TV is not working (customer experience) Buying the TV at BestBuy vs. Brandsmart Sony vs. Samsung (personal recommendation) Free Cable Service for Six Months (please hold) TV Problem (expired warranty, buy a renewal) Call Center and a possible divorcehttp://www.youtube.com/watch?v=quk9u7NoVbw Field Service (we will be there between 8am and 5pm)
  • 9. Key points• No marketing automation• No call center integration• No community• Opportunity for call deflection, more than 25,000 views• Content in USA, Spain, UK and Argentina
  • 10. My Sunroof has a water leak (customer support) Dealer – to clean and fix the problem - $600.00 At the Dealer with their own Wi-Fi connection found more than 895 million mentions - jeep sunroof water leaking – mostly forums and videos It takes 5 minutes per door to fix the problem But you need to be ahttp://www.youtube.com/watch?v=ud-ny29vBlI Certified Mechanic to fix it.
  • 11. Key points• No dealer integration• No digital culture• Product oriented• No community• Opportunity for call deflection, more than 399 views• Content in USA (worldwide views)
  • 12. Got Mofongo? (marketing)Kraft.com Cafepress http://www.cafepress.com/mf/12983471/ got-mofongo-blk-tee_tshirt
  • 13. Key points• eCommerce• Bilingual• Multi-Channel• Call Center & CRM• Global Reach• Segmentation• Community & Tribes• Long Tail
  • 14. 5 Steps to Gain Insights and improve yoursCRM StrategyAnalysis & Monitoring, beyond sentimentanalysis 1. Metrics 2. Influencers 3. Segments & Habits 4. Social Graph 5. Use Cases
  • 15. Step 1 – Identify your metrics• Establish your benchmark with the industry and competition – By Brand Key Metrics Share of Voice – By CxO Share of Conversation Videos Views – By Region Forum threads Twitter Reach – By Country Page Views Number of Comments – By Language
  • 16. Step 2 – Find influencer• Identify and classify your influencers – By Brand – By Region – By Country – By Language – By Conversation Topics – By Trending Topics – Yes, you can use Klout or Kred, but come up with your influencer formula (include CRM, Internet and Site data)
  • 17. Step 3 – Segments and Habits• Look for conversations beyond your brand, the competition or industry – Sales – Marketing – Customer Service – Life Style – Habits – Likes and Hobbies – Engagement
  • 18. Step 4 – Social Graph• Understand who is having the conversations – Location – Gender & Age – Social Profile (use FullContact, Fliptop) – Twitter insights – Sentiment – Reach & Volume – Categorization – Differed Metrics and Data
  • 19. Step 5 – Use Cases• Based on the insights (Steps 1 to 4) create and validate your sCRM uses cases – Global impact – region or language – Local impact – reach and volume – Use Cases for: • Customer Service • Sales • Marketing • Crisis Management & PR • Community Management • Agency or Call Center (hybrid model) • CRM Integration
  • 20. Resources• 10 Steps to integrate Social Media and CRM – http://www.slideshare.net/jesus_hoyos/10-steps-to-integrate-crm-and-social-media• SCRM Ecosystem Whitepaper for SugarCRM (Spanish) – http://www.sugarcrm.com/la/whitepaper/el-ecosistema-del-crm-social• Managing International Projects – http://www.slideshare.net/jesus_hoyos/managing-international-crm-projects• CRM for Hispanics and Latin America – http://www.slideshare.net/jesus_hoyos/using-crm-for-the-hispanic-and-latin-american- markets
  • 21. Thank YouJesús Hoyos - @jesus_hoyos www.jesushoyos.com

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