Social CRM
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Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative ...

Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.

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  • IntroductionI want to break this topic down and look at this topic with as much reality that I can muster.There is an enormous amount of hype around Social CRM and I think this can get in the way of a sober assessment of how new the Social Networks can be used to enhance business.Lets start with a definition.“more than just a software application. It is a business solution for all customer-centric processes. It covers every interaction with customers across the entire business. It improves internal business processes, enables closer management of new and existing customer relationships, increases revenues and decreases inefficiencies and provides management with timely and reliable insight to guide decisions.”Custom Relationship Management is a strategy for managing a organisation's interactions with external contacts, customers, clients and sales prospects. It uses technology to automate business rules, organize data, and synchronize processes.  It might be mainly used for sales, but extends across marketing, customer service, and technical support.  And it goes deep!  It brings back office information to the customer facing teams e.g. stock levels or credit history.
  • “Social Media is a set of technologies and channels targeted at forming and enabling a potentially massive community of participants to productively collaborate”That’s from Anthony Bradley, Group VP of Gartner Research. You can see that is quoted in the brochure Sage CRM and Social Media.The use of technology (websites and applications) to communicate informally with other users, or to find people with similar interests to oneself.  Data is typically not structured.  The technology is typically third party and so not under your control.  
  • Paul Greenberg defines Social CRM as…“a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.”I understand Social CRM to be a strategy to engage with those informal unstructured networks in order to build new forms of relationships with prospects and customers and to allow a link between the unstructured data and the information contained and controlled within the technology used with CRM.Important alert!  A Social CRM strategy can include you own corporate support forums, blogs and self service community - the most important thing to realise about Social Networks is that the conversation belongs to the customer and you are joining in the conversation.
  • Its the usage not the sheer number of users that make the site useful.Source: http://reface.me/news/updated-world-map-of-social-networks-2011/We must not get hypnotised by the sites with the most users, we have to think about the relevance to our business.Are these people talking about subjects relevant to my business?Are these people talking about my business?Are these people in a geography that I can serve?We have to be active participants in the place where the conversation is taking place.
  • Sage CRM for Twitter enables users to post or reply directly to a tweet fromwithin Sage CRM. Users can view twitter feeds for specific companies and peopleand can then save the contents of the tweet to a note within Sage CRM. Notonly is Twitter a great way to find people talking about things you’re interested in(keyword searches) or to find people who live nearby (geographic searches), butit can also be used to track brand names, user mentions and company mentions,all from within Sage CRM.Twitter accounts may be set up for marketing campaigns in Sage CRM, andtweets may be viewed and posted from within the Sage CRM marketing area forseamless social media campaign management. This enables users to effectivelyengage and connect with customers and prospects directly through Sage CRM.
  • The interactive dashboard can contain Feeds from Twitter, from YoutubeAPI allows custom gadgets to display any information e.g. Youtube Insights data.
  • Klout.com is only one example of ‘influence’ measuremente.g.Peerindex.com is anotherWhat Authority do the people have?What is their influence? How many people will they tel? And how likely is their experience to be retweeted?
  • the conversation belongs to the customer and you are joining in the conversationAnd when we thing about commonly used social networking sites is the sheer number of them:

Transcript

  • 1. Social CRMwhat it is and how to implement
  • 2. Synopsis• Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.• This could include − peer-to-peer customer support − idea management − market research − product launch − brand reputation management• Join this session and learn how to implement this within Sage CRM.
  • 3. CRM is…• “more than just a software application. It is a business solution for all customer-centric processes. It covers every interaction with customers across the entire business. It improves internal business processes, enables closer management of new and existing customer relationships, increases revenues and decreases inefficiencies and provides management with timely and reliable insight to guide decisions.” − Sage Product Brochure − http://tinyurl.com/sageinsights1
  • 4. Social Media is…• “is a set of technologies and channels targeted at forming and enabling a potentially massive community of participants to productively collaborate”• Anthony Bradley, Group Vice President, Gartner Research - January 2010 − Sage CRM and Social Media − http://tinyurl.com/sageinsights2
  • 5. Social CRM is…• “is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.” − Paul Greenberg (2009) − http://the56group.typepad.com/pgreenblog/
  • 6. http://vincos.it/world-map-of-social-networks/
  • 7. Time on Social Mediahttp://www.hitwise.com/uk/press-centre/press-releases/which-countries-spend-longest-on-facebook/ Experian Hitwise Data454035302520 Social Media as % of time15 on Internet10 Time on Facebook in Minutes 5 0
  • 8. We use Social Media because…• Owner • Marketing • Customer • Sales Managers & Professionals Service • “I want new CEOs • “I need • “I want to help tools to help• “I am an channels to customers me identify opinion leader place our solve their sales with a content, and problems” prospects and thorough therefore build • “I want to progress sales knowledge of traffic.” share tips and prospects my industry. • “I want to know tricks with• I want to raise what the public customers.” awareness.” is saying about us.”
  • 9. Goal Setting…• Your needs determine the goals you set − peer-to-peer customer support, − idea management, − market research, − product launch, − brand reputation management.• Are you shaping the conversation? − Is your engagement leading to website visits? o Are you encouraging the conversations to take place within forums that you host? − How Reputation management? o Building an Authoritative and Trusted voice? o What is the Twitter Sentiment Around round your Brand/Company
  • 10. Sage CRM in the Social Media Ecosystem• Sage CRM can be a hub for your Social Media interactions.• Twitter Integration − Manage your tweets from within Sage CRM• Interactive Dashboard − Feed based data can be all brought together − Anything stored in the database can be used o Reporting o Group Building and Marketing• Easy to use APIs and customisation options which make it easy to mashup new forms of information in the interface.• Powerful E-mail and E-marketing features can be used for building social interactions.
  • 11. Inbuilt LinkedIn Integration
  • 12. Extendable through APIs Caption = CRM.GetTrans("colnames","pers_lastname")+":"; var strLinkedInProfile = Values("pers_linkedinpublicprofile"); if (Values("act")==220 || Values("act")==520) { var strProfileBadge = "<script src=http://platform.linkedin.com/in.js type=text/javascript></SCRIPT>"; strProfileBadge +="<script type=IN/MemberProfile data- id="+strLinkedInProfile+" data- format=hover></SCRIPT>" Caption += strProfileBadge; }
  • 13. Twitter Integration
  • 14. Easily Add Create Reports onStandard Twitter Twitter Notes Gadgets Create Groups using Twitter data
  • 15. API’s allow Social Media Metrics to be easilyincorporated into the interfacee.g. Klout.com Compare Social Influence
  • 16. Measurement is important• Tweetstats.com• Twittercounter.com• PeerIndex.com• Klout.com• Bit.ly• Web Analytics e.g Google goals − Self Service conversion
  • 17. Build your Social NetworkThe Rules Tips• Listen • Make sure what you share is• Share interesting…• Engage • Share regularly, frequently − Best to ReTweet (RT) and• “the conversation belongs to the reply customer and you are joining in • Make sure your profile is the conversation” complete − Jeff Richards, Sage Insights, 2011 − Description − Home page• But where does the conversation take place? − Logo/Avatar − Use Location, if mobile
  • 18. Sage CRM Email services have a role to play• Social Media Alerts and Interactions can be stored within Sage CRM.• Examples of Social Media Alerts − Twitter.com - email when you are mentioned − Tweetbeep.com – keyword monitoring• You can email publishing services (automatic posting on Social Media)• Email to Twitter − Twittermail.com• You can use Sage E-marketing to contact those you have contact on Twitter/Those you don’t have on twitter.
  • 19. Twitter Email Alert
  • 20. Other tools• Social Media Management Tools • RSS Feed to Post − Seesmic − RSS Graffiti − Twimbow − Twitterfeed (can be integrated with Link − Hootsuite shorteners) − TweetDeck − Dlvr.it − Ubervu • Link shortening/sharing and click• Multichannel Posting Analysis − Examples − Bit.ly – also create QR codes o Ping.fm − Zip.pe o Pixelpipe − Tinyurl.com o Hellotxt.com • Twitter Sentiment• Follower Reports − http://twittersentiment.appspot.com − Who.unfollowed.me • App Directories − Http://twitdom.com/
  • 21. Visit the Sage CRM Ecosystem at www.sagecrm.com Sage CRM wwwsagecrmcom Sage CRM (Official Group) wwwsagecrmcom
  • 22. m-Computers Consulting GmbHYour Contact: Michael Reischer Thank you for your CEO Attention +1 (520) 363-1559 +49 (30) 374 900-15 mreischer@m-Computers.com