Social Crmv3 3 Final

584 views

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
584
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Social Crmv3 3 Final

  1. 1. SOCIAL CRM: How to drive more business through social media outlets and combine that with your CRM system Chris Spears | chris@arkesystems.com | 404.812.3123 Zach Cheroff | zcheroff@solarvelocity.com | 404.978.2237
  2. 2. Who are we? Social Media Strategy/ Campaigns Web design Mobile Email Marketing Web Dev Strategy / Execution Microsoft CRM CRMTechnology Microsoft SharePoint Business Intelligence Database Development Software Dev Microsoft Technologies
  3. 3. Overview Using CRM to increase customer engagement and drive more business through social media outlets:  Social Media  CRM Systems  Social Media + CRM Systems = Social CRM
  4. 4. We Have All Jumped On . . .
  5. 5. How do I manage it all?
  6. 6. Corporate social media challenges  Content -What Do I Say?  Audience -To who and where do I say it?  Measurement - How do I know it’s working?
  7. 7. 76% of people think advertisers LIE Source:Yankelovich Study 2009
  8. 8. Most trusted Online advertising 1. Recommendations from friends 2. Other peoples opinions online 3. Company website’s 4. Editorial content (news articles) 5. Brand sponsorships Source: Nielson Online Global Consumer Survey : April 2009
  9. 9. Friends like recommendations from Friends
  10. 10. Real people’s opinions matter
  11. 11. Traditional approach to social media . . .
  12. 12.  Source:GartnerGroup By 2011, half of companies with an online community will fail to manage it as an agent of change, ultimately eroding customer value
  13. 13. Why?
  14. 14. Rushing in without clearly defined benefits for both the company and the customer will be the biggest cause of failure
  15. 15. HowTo Avoid Social Media Disaster?
  16. 16. Become an agent of behavioral change!
  17. 17. The Formula 1.the right people 2.the sticky idea 3.the right context
  18. 18. The Formula 1.the right people 2.the sticky idea 3.the right context
  19. 19. How well do you know your customers? DEMOGRAPHICS PSYCHOGRAPHICS BEHAVIORS GEOGRAPHICS
  20. 20. Where are they spending their time?
  21. 21. Who are your agents of change?
  22. 22. •Develop a persona for each segment of your target market and prioritize •Analyze online behavior within each persona Personas
  23. 23. The importance of personas  Bring focus  Build empathy  Encourage consensus  Create efficiency  Lead to better decisions
  24. 24. The Formula 1.the right people 2.the sticky idea 3.the right context
  25. 25. Winning Sticky Ideas!
  26. 26. Simple A “sticky” idea is . . .
  27. 27. Simple Unexpected A “sticky” idea is . . .
  28. 28. Simple Unexpected Concrete A “sticky” idea is . . .
  29. 29. Simple Unexpected Concrete Credentialed A “sticky” idea is . . .
  30. 30. Simple Unexpected Concrete Credentialed Emotional A “sticky” idea is . . .
  31. 31. Simple Unexpected Concrete Credentialed Emotional Story A “sticky” idea is . . .
  32. 32. The Formula 1.the right people 2.the sticky idea 3.the right context
  33. 33. content is king
  34. 34. the secret to good social content •friendly human voice •consistent & clear •helpful •timely •relevant •entertaining
  35. 35. The Formula 1.the right people 2.the sticky idea 3.the right context Now What?
  36. 36. Use Social-CRM to gather data on the target audiences:  To segment and strengthen personas  Use real customer data to create unified marketing campaigns using online & offline data  Know what to say  Drive brand awareness & improve customer service  Convert activity to revenue
  37. 37. Know your customer  Social media decisions should be based on your customer  Knowledge about customer must be actionable  Learning about customer requires direct contact  You are not your customer  Business results depend on satisfying your customer
  38. 38. You know that some customers like….
  39. 39. But can you match them to a person? likes and likes and
  40. 40. Marketing Automation through CRM Looking to buy a Drill. DeWalt? Social CRM
  41. 41. What Social CRM does? Social CRM Public Web (Profile Information, Purchases) Offline Information (Purchases, Mailers, Surveys) Social Media Aggregator (Names, Keywords)
  42. 42. Create Unified Marketing Campaigns Social CRM Offline Campaign Social Media Campaign Online Campaign Unified CRM Profiles & Business Intelligence Drive Brand Awareness
  43. 43. Social CRM Cycle Gather Customer Data Unified Campaigns Drive Awareness Convert to Sales Social CRM
  44. 44. B2C Engagement - Example Problem • Drive more visitors to stores • Understanding their customer • Gather data at a micro level Results • Marriage of online and offline segments • Automated social media communication Analytics • Converted sales from 2.0 campaigns • Identify trending topics in social demographic • Monitoring of campaign awareness • Competitive analysis (HitachiVs. Dewalt)
  45. 45. B2B Engagement - Example Problem • Identify new customer segments • Improve customer support • Spread brand awareness Results • Identified new relevant content topics • Provided faster response to complaints Analytics • Response time to complaints decreased • Content topics received better open rates • Increase in delivery channels/partners
  46. 46. The Real Guts Social Media Aggregator Social Intelligence & Reporting
  47. 47. SOCIAL CRM CRM • Profiles • Interactions • History • Preferences • Personas Increase and extend the ROI of existing CRM software investment! Social Sites • Twitter • Facebook • Linkedin • YouTube • FourSquare • Blogs • News • Etc… Reporting • Search criteria • What • Where • Who • Why RESULTS: Learn more about what and where your clients are having conversations and listen, analyze, relate and act. Listening Human Decision • Listen • Analyze • Relate • Act
  48. 48. Questions?

×