Dynamics Day '11 - Social Media and CRM a practical approach

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Dynamics Day '11 - Social Media and CRM a practical approach

  1. 1. Social Media and CRM:A Practical ApproachBen Gracewood Steven Foster10 August 2011
  2. 2. Social Media and CRMAgenda What is Social Media and why does it matter? How does Social Media relate to your organisation? Microsoft Dynamics CRM and Social Media Summary, discussion, and questions
  3. 3. What is Social Media?The term social media refers to the use of web-based and mobile technologies to turncommunication into interactive dialogue.
  4. 4. Social Media and CRM Image Courtesy of Espresso
  5. 5. Social Media and CRMImage Courtesy of Espresso
  6. 6. Social Media and CRMImage Courtesy of Espresso
  7. 7. Social Media and CRM Image Courtesy of Espresso
  8. 8. Social Media and CRMImage Courtesy of Espresso
  9. 9. Social Media and CRMBut: It’s Just People People talk, just as they breath, eat and sleep People also listen An extension of the dinner table conversation  Same rules  Same behaviour
  10. 10. Social Media and CRMSocial CRM Whether organizations like it or not, customers are going to utilize social technologies to participate in conversations, post thoughts and observations or complain about your products and services You can choose to listen and engage customers through these new channels or ignore them Conventional wisdom says that the former is the preferred option
  11. 11. Social Media and CRM
  12. 12. Social Media and CRM
  13. 13. Social Media and CRMPublic BlogsPrivate Casual Professional
  14. 14. Social Media and CRMTwitter 150 million users Short status message (“What are you doing?”) 140 characters max Anyone can follow anyone else, unless explicitly blocked Immediate, local, abrupt. “Twitter is not a single topic medium. If you follow someone you follow the whole person.”
  15. 15. Social Media and CRMFacebook 500 million users Aggregation of social information (messages, photos, videos, games). Friends must request access to (most of) your information.
  16. 16. Social Media and CRMLinkedIn 70 million users Professional networking Effectively an active online C.V. Incredibly effective for vetting professionals.
  17. 17. Social Media and CRMBlogs ?? Users ?? Widely dispersed, immediate. Wide range of accuracy and ability.
  18. 18. Social Media and CRMWhat can you get out of Social Media? Customer intelligence Reputation monitoring + Effort Lead generation Customer service + Risk Public relations + Reward Campaign management
  19. 19. Reputation Monitoring Tips
  20. 20. Social Media and CRMOMG! A Mention! What do you do when your Social CRM Tool detects a mention?
  21. 21. Social Media and CRMTone Each network has its own tone Unwritten rules and expectations  E.g. Twitter: don’t auto-tweet other feeds  Don’t auto-DM new followers
  22. 22. Social Media and CRMDetecting Tone Lurk before wading in This means being engaged and online BEFORE an event Example: BP Gulf oil spill PR Result: @BPGlobalPR
  23. 23. Social Media and CRM@BpGlobalPR
  24. 24. Social Media and CRM@BpGlobalPR
  25. 25. Social Media and CRM@BpGlobalPR
  26. 26. Social Media and CRMViral Effect AKA “Network Effect” I tell 10 friends, who each tell 10 more. Inverse law: the harder you try, the less likely it will happen. Due to bullshit detection?
  27. 27. Social Media and CRMBeware of the Streisand Effect
  28. 28. Social Media and CRMReaction Don’t over react. What would you do if someone made an incorrect statement at a dinner party? What if they were angry? What about if someone was obviously an idiot?
  29. 29. Social Media and CRMREACTION http://www.wired.com/dangerroom/2009/01/usaf-blog-respo/
  30. 30. Social Media and CRMCustomer Service Take and respond to customer requests via Social Networks Many good examples of this on Twitter in NZ  @vodafonenz  @telecomnz  @orcon  @flyairnz
  31. 31. Social Media and CRME.G.
  32. 32. Social Media and CRMThe Good
  33. 33. Social Media in Dynamics CRM
  34. 34. Social Media and CRMWhat can you get out of Social Media? Customer intelligence Reputation monitoring Lead generation + Effort Customer service + Risk Public relations + Reward Campaign management
  35. 35. Social Media and CRMManaging Social Interactions
  36. 36. Social Media and CRMWhat does it look like? Account level profiling Contact management awareness Campaign Event – Connecting to more than just your known contacts 3rd Party extensions – InsideView
  37. 37. Social Media and CRMTake Outs It doesnt have to be difficult Add a lot of value with some simple configuration Expand your network with a connected approach
  38. 38. Questions
  39. 39. Thank you
  40. 40. Social Media and CRMUseful graphical elements
  41. 41. Social Media and CRMUseful graphical elements We’d like to Simple, powerful blog in the We need our collaboration is company – partners to going to be vital how? create and have in our business if access to we’re to continue pieces of our to grow information Create applications for your own unique requirements Is there a powerful web platform that Improve engagement integrates with my and connection with Microsoft customers development tools?
  42. 42. Section Title

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