Social CRM - a practical look

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Social CRM - a practical look

  1. 1. NixonMcInnesSocial CRMA practical look at what it is, andhow to get startedRoss BreadmorePage 1 | Social CRM / Social Media Week | September 2012
  2. 2. @rossbreadmore Page 2 | Social CRM / Social Media Week | September 2012http://www.flickr.com/photos/bendeck/2639210778/sizes/l/
  3. 3. ClientsPage 3 | Social CRM / Social Media Week | September 2012
  4. 4. Page 4 | Social CRM / Social Media Week | September 2012
  5. 5. A definition“It’s the company’sprogrammatic response to thecustomer’s ownership of theconversation.” Paul GreenbergPage 5 | Social CRM / Social Media Week | September 2012
  6. 6. Social CRM – my definition…Page 6 | Social CRM / Social Media Week | September 2012
  7. 7. Definition disclaimerPage 7 | Social CRM / Social Media Week | September 2012
  8. 8. Social CRM – my definition +in order to…Page 8 | Social CRM / Social Media Week | September 2012
  9. 9. 1. Gain intel on customers http://blog.thoughtpick.comPage 9 | Social CRM / Social Media Week | September 2012
  10. 10. 2. Delight and retain customers http://tpdsaa.tumblr.com/Page 10 | Social CRM / Social Media Week | September 2012
  11. 11. 3. Find new customers Flickr user nationallibrarynz_commonsPage 11 | Social CRM / Social Media Week | September 2012
  12. 12. NixonMcInnesBarriers to social CRMPage 12 | Social CRM / Social Media Week | September 2012
  13. 13. Inflated expectationsPage 13 | Social CRM / Social Media Week | September 2012
  14. 14. Complexity http://www.bankingtechnology.org/Page 14 | Social CRM / Social Media Week | September 2012
  15. 15. Lack of BIG case studiesPage 15 | Social CRM / Social Media Week | September 2012
  16. 16. Multiple vendorsPage 16 | Social CRM / Social Media Week | September 2012
  17. 17. Shifting platformsPage 17 | Social CRM / Social Media Week | September 2012
  18. 18. Internal politicsPage 18 | Social CRM / Social Media Week | September 2012
  19. 19. NixonMcInnesGetting startedPage 19 | Social CRM / Social Media Week | September 2012
  20. 20. Consideration – commercialPage 20 | Social CRM / Social Media Week | September 2012
  21. 21. Speak their language•  Build a business case for Social CRM, focusing on tangible metrics (sales, retention, ARPU etc).•  What’s the minimal viable product? I.e. how can we test this without incurring huge expense?•  What Social CRM benefit carry most weight internally? Focus on those if necessary.Page 21 | Social CRM / Social Media Week | September 2012
  22. 22. Consideration – ethicalPage 22 | Social CRM / Social Media Week | September 2012
  23. 23. Do what feels right, and ask your customers•  If you have suitable internal committees, use them. •  Many large brands will have committees and councils (or external expertise) focused on the best interests of the customer.•  Whenever introducing any new kind of Social CRM, be transparent, explain the benefits to the customers and invite feedback.Page 23 | Social CRM / Social Media Week | September 2012
  24. 24. Consideration – technicalPage 24 | Social CRM / Social Media Week | September 2012
  25. 25. Start small•  Avoid large scale deployment for as long as possible; get passionate technical stakeholders on board and get them talking to each other.•  Map out the various data inputs and outputs, and then join-up whatever will be most interesting or beneficial.•  Prototype in safe environments, using old data if necessary.Page 25 | Social CRM / Social Media Week | September 2012
  26. 26. NixonMcInnesSome examples to get youthinkingPage 26 | Social CRM / Social Media Week | September 2012
  27. 27. The network: network follower count Network follower count: A A = 0 not followed by C anyone in the network B B = 2 followed by 2 Mr. X D other followers of Mr.X C = 1 followed by 1 of Mr.X followers D = 2 followed by 2 other followers of Mr.XPage 27 | Social CRM / Social Media Week | September 2012
  28. 28. Reach mappingPage 28 | Social CRM / Social Media Week | September 2012
  29. 29. Page 29 | Social CRM / Social Media Week | September 2012
  30. 30. KLM Meet & SeatPage 30 | Social CRM / Social Media Week | September 2012
  31. 31. Page 31 | Social CRM / Social Media Week | September 2012
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  33. 33. Page 33 | Social CRM / Social Media Week | September 2012
  34. 34. Providing security, and working around barriers“AXP will not provide Foursquare or Facebook access to yourAXP account number or to any of your other PII. Instead, AXPwill create a unique identifier (“UID”) that does not containyour AXP account number, which §will serve to identify you toFoursquare and/or Facebook to facilitate your participation inthe Program” American Express Sync terms and conditionsPage 34 | Social CRM / Social Media Week | September 2012
  35. 35. Combine teams ONLINE MENTIONS OF BARCLAYS OR BARCLAYCARD Web Customer PR team relations service team teamPage 35 | Social CRM / Social Media Week | September 2012
  36. 36. Page 36 | Social CRM / Social Media Week | September 2012
  37. 37. Interesting moves in platform landPage 37 | Social CRM / Social Media Week | September 2012
  38. 38. Interesting moves in platform landPage 38 | Social CRM / Social Media Week | September 2012
  39. 39. NixonMcInnesIn summaryPage 39 | Social CRM / Social Media Week | September 2012
  40. 40. Five final tips•  Don’t get hung up on definitions•  Find passionate people within your business and bring them together•  Start small and iterate•  Avoid data overload – focus on objectives•  Ask yourself and others if it feels ethically okPage 40 | Social CRM / Social Media Week | September 2012
  41. 41. NixonMcInnesThank you!nixonmcinnes.co.ukross.breadmore@nixonmcinnes.co.ukPage 41 | Social CRM / Social Media Week | September 2012

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