Social CRM and Measuring Social Media

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  • I’m sure each and everyone here has already experienced going to tradeshows. This is a typical floor plan of one of those tradeshows. You have different booth were brands/companies are exposing their products/services, different conference and workshops rooms where they are also presenting. We also have customers and prospects attending and listening what brands/companies are saying. This situation represents the traditional CRM where brands are leading the conversation with both corporate and personalized messages. In the meantime, customers are now officially connected to each other, they are sharing ideas and reviews and actually they are talking about you and your brand and guess what? They don’t expect you to join the conversation. Why? Well, today customer's tend to trust a peer review more than a statement from a brand. Customers are now Social Customers. This new situation causes problems for brand as they experience or cause communication frictions with social Customers. Brand with a traditional CRM can’t listen to what social customers are saying nor react upon to what’s going on. Why? Because they are no longer leading the conversations. Social Customer are. Traditional CRM has to evolve and add Social thinking to it. This is where Social CRM comes in.
  • #3. Make sure you have a relevant content for Social When engaging with your social customers, make sure you do so w/ a specific content which is relevant to this audience. I see a lot of companies using the same corporate/generic message/content through social media platform and not adding any kind of value. Doing so is sending a bad signal that you’re not really listening to what the audience wants. #4. Make sure to define customer satisfaction metrics We are all supposed to measure the efficiency of what we’re doing. Social CRM is no exception. Customer satisfaction and sentiment measurement are key in Social CRM and different metrics and methodologies are available on the market. #5. Make sure you share all your Social information within your organization (other Social CRM components) Once again, Social CRM is about a conversation led by customers. Whenever you are exposed to this conversation, make sure to share it internally with the other components of your Social CRM strategy. Why? Well because you have to be consistent through the entire customer lifecycle and take that information to adapt the way you engage back.
  • Social CRM and Measuring Social Media

    1. 1. Social CRM Breakfast Mathieu HANNOUZ – Senior Product Marketing Manager @Repackaged @Neolane #SMB20
    2. 2. <ul><li>Agenda </li></ul><ul><li>From CRM to Social CRM </li></ul><ul><li>From Marketing to Social Marketing </li></ul><ul><li>Best Practices </li></ul><ul><li>Check-List for a successful Social CRM Strategy </li></ul>Copyright Neolane | 2010 Social CRM Breakfast #SMB20 with @Repackaged from @Neolane |
    3. 3. <ul><li>About Neolane </li></ul><ul><li>Neolane provides the only conversational marketing technology that empowers organizations to build and sustain lifetime one-to-one dialogues, dramatically increasing revenue and marketing efficiency. With best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time </li></ul><ul><li>Neolane is used by more than 250 of the world’s leading companies including Accor Hotels, Alcatel-Lucent, Orange, Sears Canada, and Sephora </li></ul><ul><li>Visit www.neolane.com and read our blog The Cross-Channel Conversation </li></ul>Copyright Neolane | 2010 Social CRM Breakfast #SMB20 with @Repackaged from @Neolane |
    4. 4. <ul><li>From CRM to Social CRM </li></ul>Copyright Neolane | 2010 Social CRM Breakfast #SMB20 with @Repackaged from @Neolane | Social Customer Your brand/Company Customer CRM Traditional CRM Customers Friction Social Customers Social CRM is a customer engagement mind-set, process and technology all based on the simple idea that you are able to interact with your customers based on their needs … not your rules!
    5. 5. <ul><li>From Marketing to Social Marketing </li></ul>Copyright Neolane | 2010 Social CRM Breakfast #SMB20 with @Repackaged from @Neolane | = + + = + = + (*) 91.2% of companies say acquiring new customers is their top priority CRM Sales Marketing Customer Service Marketing <ul><li>Acquire new customers </li></ul><ul><li>Generate qualified leads </li></ul><ul><li>Up-Sell existing customers </li></ul>Goals Measure Automate Execute Target Plan Process Social Marketing <ul><li>Customer Satisfaction </li></ul><ul><li>Customer Experience </li></ul><ul><li>(*) Acquire new customers </li></ul><ul><li>(*) Generate qualified leads </li></ul><ul><li>Up-Sell existing customers </li></ul>Goals Process Listen Understand Engage Measure/Adapt
    6. 6. <ul><li>Social Marketing Best Practices </li></ul><ul><li>Social Marketing Example: Acquiring New Customers </li></ul>Copyright Neolane | 2010 Social CRM Breakfast #SMB20 with @Repackaged from @Neolane | <ul><li>The situation </li></ul><ul><li>Ellen is following Hi-Beauty on Twitter </li></ul><ul><li>Ellen never bought anything from Hi-Beauty </li></ul><ul><li>We don’t know anything else about her </li></ul><ul><li>The objective </li></ul><ul><li>Invite Ellen to better discover the brand and continue the conversation </li></ul><ul><li>Convert Ellen to a new customer </li></ul><ul><li>(through Twitter) </li></ul>Ellen receives a DM from Hi-Beauty with a $10 coupon offer Ellen lands on a form and is asked to provide information Ellen receives her $10 coupon through the email she has provided earlier
    7. 7. <ul><li>Check-List for a successful Social CRM Strategy (Excerpt) </li></ul><ul><li>#1. Make sure your customers/prospects are using Social Media </li></ul><ul><li>#2. Make sure you listen before you engage </li></ul><ul><li>#3. Make sure you have a relevant content to support your Social CRM </li></ul><ul><li>Strategy </li></ul><ul><li>#4. Make sure to define customer satisfaction metrics </li></ul><ul><li>#5. Make sure you share all your Social information within your organization (other Social CRM components) </li></ul><ul><li>More on « 10 Items you should check for a successful Social CRM strategy » by following me @Repackaged </li></ul>Copyright Neolane | 2010 Social CRM Breakfast #SMB20 with @Repackaged from @Neolane |
    8. 8. Thank You! Mathieu HANNOUZ – Senior Product Marketing Manager Twitter @repackaged [email_address]

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