Successfully reported this slideshow.
Leveraging Social CRM   <ul><li>How to Find and Extract Actionable Insights from the Fire Hose of Online Conversations </l...
<ul><li>Listen </li></ul><ul><li>Discover footprint </li></ul><ul><li>Who is talking </li></ul><ul><li>What are they sayin...
<ul><ul><li>Customer Insights </li></ul></ul><ul><li>R & D </li></ul><ul><li>New Markets </li></ul><ul><li>Brand Positioni...
The Social Graph
<ul><ul><li>Where are they </li></ul></ul><ul><ul><li>Behaviors </li></ul></ul><ul><ul><li>Influence/Audience </li></ul></...
 
Flip Video
Kodak 10X Sales
Kodak Playtouch
BUSHNELL
<ul><li>Know your Passionate Fans </li></ul><ul><li>Spread the Word </li></ul><ul><li>Protect the Brand in a Crisis </li><...
Northern Rock <ul><li>Hundreds of consumers queuing at Northern Rock branches, desperate to withdraw their savings </li></...
<ul><li>Nurture your evangelists </li></ul><ul><li>Make them part of the team </li></ul><ul><li>Create Brand Ambassadors <...
<ul><li>Red Bull </li></ul>
Bushnell
Scholastic
Citrix Online
<ul><li>Complainers  </li></ul><ul><li>Organized attacks </li></ul>Detractors
Nestle <ul><li>Facebook attack by Greenpeace </li></ul>
Dell Hell
Dell Hell
Influencers <ul><li>Opinion Leaders 1 in 10 </li></ul><ul><li>Online Influencers  3 in 10 </li></ul><ul><li>(content creat...
<ul><li>Who  </li></ul><ul><li>Where  </li></ul><ul><li>What </li></ul><ul><li>When </li></ul>Analyze the Conversations
<ul><li>What are they doing? </li></ul><ul><li>What are people saying about them? </li></ul><ul><li>Where are they active ...
Health Insurance  <ul><li>Analyzed competitors </li></ul><ul><li>KP News </li></ul><ul><li>KP Foundation </li></ul><ul><li...
<ul><li>New Markets </li></ul><ul><li>R & D </li></ul><ul><li>Product Launches </li></ul><ul><li>Gaps </li></ul><ul><li>Co...
Cisco Product Launch <ul><li>Saved $100 000 on a product launch for a router </li></ul><ul><li>Extremely successful- a top...
 
Hennessy
 
 
<ul><li>Developing complaints – Dell Hell </li></ul><ul><li>Competitive activity – Callaway/Bushnell </li></ul><ul><li>Emp...
Nestle / Greenpeace <ul><li>Not listening </li></ul><ul><li>Staff not trained </li></ul><ul><li>Threatened legal  </li></u...
Motrin Moms <ul><li>Not aware of Mom’s POV </li></ul><ul><li>Not listening </li></ul><ul><li>Taken by surprise  </li></ul>...
Social Media Threats <ul><li>76% could have been avoided (Altimeter Group) </li></ul>
<ul><li>  Build a dashboard </li></ul>How to Listen
 
Monitoring Tools <ul><li>Visible Technologies </li></ul><ul><li>Lithium </li></ul><ul><li>Radian6 </li></ul><ul><li>Alteri...
<ul><li>When you know what people are saying, what they think and feel, and what they are interested in, you can create co...
Digital Crisis Report <ul><li>79% expect a major crisis within 12 months </li></ul><ul><li>More than half think it will be...
 
 
Plan <ul><li>Set up a cross-discipline social media team  </li></ul><ul><li>Tap into the conversations – social audit </li...
Q and A <ul><li>Blog:  www.proactivereport.com  </li></ul><ul><li>Facebook  SallyFalkowDigitalPR </li></ul><ul><li>Twitter...
Upcoming SlideShare
Loading in …5
×

Leveraging Social CRM

862 views

Published on

Collecting and analyzing customer conversations in social media can lead you to insights and intelligence that will help you make better business decisions and improve your bottom line.

Published in: Business, Technology
  • Be the first to comment

Leveraging Social CRM

  1. 1. Leveraging Social CRM <ul><li>How to Find and Extract Actionable Insights from the Fire Hose of Online Conversations </li></ul><ul><li>Sally Falkow APR </li></ul>
  2. 2. <ul><li>Listen </li></ul><ul><li>Discover footprint </li></ul><ul><li>Who is talking </li></ul><ul><li>What are they saying </li></ul><ul><li>Where are they saying it </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul>What is a Social Audit
  3. 3. <ul><ul><li>Customer Insights </li></ul></ul><ul><li>R & D </li></ul><ul><li>New Markets </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Competitive Intelligence </li></ul><ul><li>Risk Management </li></ul>Value of Listening
  4. 4. The Social Graph
  5. 5. <ul><ul><li>Where are they </li></ul></ul><ul><ul><li>Behaviors </li></ul></ul><ul><ul><li>Influence/Audience </li></ul></ul><ul><ul><li>Fans, Followers, Friends </li></ul></ul>Customers/Consumers
  6. 7. Flip Video
  7. 8. Kodak 10X Sales
  8. 9. Kodak Playtouch
  9. 10. BUSHNELL
  10. 11. <ul><li>Know your Passionate Fans </li></ul><ul><li>Spread the Word </li></ul><ul><li>Protect the Brand in a Crisis </li></ul>Evangelists
  11. 12. Northern Rock <ul><li>Hundreds of consumers queuing at Northern Rock branches, desperate to withdraw their savings </li></ul><ul><li>Social media was used by consumers as a collective crises management mechanism . </li></ul>
  12. 13. <ul><li>Nurture your evangelists </li></ul><ul><li>Make them part of the team </li></ul><ul><li>Create Brand Ambassadors </li></ul>Brand Ambassadors
  13. 14. <ul><li>Red Bull </li></ul>
  14. 15. Bushnell
  15. 16. Scholastic
  16. 17. Citrix Online
  17. 18. <ul><li>Complainers </li></ul><ul><li>Organized attacks </li></ul>Detractors
  18. 19. Nestle <ul><li>Facebook attack by Greenpeace </li></ul>
  19. 20. Dell Hell
  20. 21. Dell Hell
  21. 22. Influencers <ul><li>Opinion Leaders 1 in 10 </li></ul><ul><li>Online Influencers 3 in 10 </li></ul><ul><li>(content creators) </li></ul><ul><li>Amplified voices </li></ul><ul><li>Fans </li></ul><ul><li>Followers </li></ul><ul><li>Friends </li></ul><ul><li>The audience of your audience </li></ul>
  22. 23. <ul><li>Who </li></ul><ul><li>Where </li></ul><ul><li>What </li></ul><ul><li>When </li></ul>Analyze the Conversations
  23. 24. <ul><li>What are they doing? </li></ul><ul><li>What are people saying about them? </li></ul><ul><li>Where are they active online? </li></ul><ul><li>What have they done that was successful? </li></ul><ul><li>Any gaps or threats? </li></ul>Competitors
  24. 25. Health Insurance <ul><li>Analyzed competitors </li></ul><ul><li>KP News </li></ul><ul><li>KP Foundation </li></ul><ul><li>Thrive </li></ul><ul><li>Identified gaps they could leverage </li></ul>
  25. 26. <ul><li>New Markets </li></ul><ul><li>R & D </li></ul><ul><li>Product Launches </li></ul><ul><li>Gaps </li></ul><ul><li>Competitors’ mistakes </li></ul>Opportunities
  26. 27. Cisco Product Launch <ul><li>Saved $100 000 on a product launch for a router </li></ul><ul><li>Extremely successful- a top 5 product launch </li></ul><ul><li>9,000 people attended the social media product launch event </li></ul><ul><li>90 times more attendees than in the past </li></ul><ul><li>Nearly three times as many press articles as with traditional outreach methods </li></ul><ul><li>More than 1,000 blog posts and 40 million online impressions </li></ul><ul><li>A Leading Lights award for Best Marketing </li></ul><ul><li>One-sixth the cost of a traditional launch </li></ul>
  27. 29. Hennessy
  28. 32. <ul><li>Developing complaints – Dell Hell </li></ul><ul><li>Competitive activity – Callaway/Bushnell </li></ul><ul><li>Employees posting negative content – Dominoes Pizza </li></ul>Threats
  29. 33. Nestle / Greenpeace <ul><li>Not listening </li></ul><ul><li>Staff not trained </li></ul><ul><li>Threatened legal </li></ul><ul><li>Made it worse </li></ul>
  30. 34. Motrin Moms <ul><li>Not aware of Mom’s POV </li></ul><ul><li>Not listening </li></ul><ul><li>Taken by surprise </li></ul><ul><li>“ Forced” to apologize </li></ul>
  31. 35. Social Media Threats <ul><li>76% could have been avoided (Altimeter Group) </li></ul>
  32. 36. <ul><li> Build a dashboard </li></ul>How to Listen
  33. 38. Monitoring Tools <ul><li>Visible Technologies </li></ul><ul><li>Lithium </li></ul><ul><li>Radian6 </li></ul><ul><li>Alterian </li></ul><ul><li>Jive </li></ul><ul><li>Sysomos </li></ul><ul><li>eCairn Conversation </li></ul>
  34. 39. <ul><li>When you know what people are saying, what they think and feel, and what they are interested in, you can create content that gets results. </li></ul>Content Strategy
  35. 40. Digital Crisis Report <ul><li>79% expect a major crisis within 12 months </li></ul><ul><li>More than half think it will be online </li></ul><ul><li>Only 54% have a plan </li></ul><ul><li>49% of those with a plan still have gaps </li></ul><ul><li>Companies with a plan recover faster </li></ul>
  36. 43. Plan <ul><li>Set up a cross-discipline social media team </li></ul><ul><li>Tap into the conversations – social audit </li></ul><ul><li>Map your social graph </li></ul><ul><li>Write a social media policy </li></ul><ul><li>Develop a social media strategy based on your social audit </li></ul><ul><li>Implement social media and digital crisis training </li></ul><ul><li>Build a supportive community online </li></ul><ul><li>Run simulations twice a year and update the plan </li></ul>
  37. 44. Q and A <ul><li>Blog: www.proactivereport.com </li></ul><ul><li>Facebook SallyFalkowDigitalPR </li></ul><ul><li>Twitter: @sallyfalkow </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Website: www.press-feed.com </li></ul>

×