Working Socially, Thinking Globally: Global Considerations for CRM Strategy Jesús Hoyos @jesus_hoyos www.jesushoyos.com www.about.me/jesushoyos #SugarCon
Agenda• The Global Aspects of a sCRM Strategy• My TV is not working• My Sunroof has a water leak• Got Mofongo?• 5 Steps to Gain Insights and improve your sCRM Strategy• Resources
The Global Aspects of a sCRM Strategy• It is not B2B or B2C – it is about the Person• Conversations tells us a lot – Locations, social graph, connections, tribes, tribal knowledge• Reach is global and local• Content is global and local• It is not just Twitter and Facebook – we need more than 140 characters (forums)• It is about metrics, influencers & segments (long tail)• Google or Bing Translate• Is your CRM ready for the global aspect of social media? – Address formats, name conventions, workflow, filters, integration, business units, prospects, social marketing, etc.
Convert Conversations in TransactionsWorkflow, business rules, integrationFirst Filter CommunityConversationsMentions y QuestionsSecond FilterIdeasProblemsKnowledge Management Command CenterThird FilterSocial Media AgentsFourth FilterCall Center & CRM AgentsInternal Business
My TV is not working (customer experience) Buying the TV at BestBuy vs. Brandsmart Sony vs. Samsung (personal recommendation) Free Cable Service for Six Months (please hold) TV Problem (expired warranty, buy a renewal) Call Center and a possible divorcehttp://www.youtube.com/watch?v=quk9u7NoVbw Field Service (we will be there between 8am and 5pm)
Key points• No marketing automation• No call center integration• No community• Opportunity for call deflection, more than 25,000 views• Content in USA, Spain, UK and Argentina
My Sunroof has a water leak (customer support) Dealer – to clean and fix the problem - $600.00 At the Dealer with their own Wi-Fi connection found more than 895 million mentions - jeep sunroof water leaking – mostly forums and videos It takes 5 minutes per door to fix the problem But you need to be ahttp://www.youtube.com/watch?v=ud-ny29vBlI Certified Mechanic to fix it.
Key points• No dealer integration• No digital culture• Product oriented• No community• Opportunity for call deflection, more than 399 views• Content in USA (worldwide views)
Key points• eCommerce• Bilingual• Multi-Channel• Call Center & CRM• Global Reach• Segmentation• Community & Tribes• Long Tail
5 Steps to Gain Insights and improve yoursCRM StrategyAnalysis & Monitoring, beyond sentimentanalysis 1. Metrics 2. Influencers 3. Segments & Habits 4. Social Graph 5. Use Cases
Step 1 – Identify your metrics• Establish your benchmark with the industry and competition – By Brand Key Metrics Share of Voice – By CxO Share of Conversation Videos Views – By Region Forum threads Twitter Reach – By Country Page Views Number of Comments – By Language
Step 2 – Find influencer• Identify and classify your influencers – By Brand – By Region – By Country – By Language – By Conversation Topics – By Trending Topics – Yes, you can use Klout or Kred, but come up with your influencer formula (include CRM, Internet and Site data)
Step 3 – Segments and Habits• Look for conversations beyond your brand, the competition or industry – Sales – Marketing – Customer Service – Life Style – Habits – Likes and Hobbies – Engagement
Step 4 – Social Graph• Understand who is having the conversations – Location – Gender & Age – Social Profile (use FullContact, Fliptop) – Twitter insights – Sentiment – Reach & Volume – Categorization – Differed Metrics and Data
Step 5 – Use Cases• Based on the insights (Steps 1 to 4) create and validate your sCRM uses cases – Global impact – region or language – Local impact – reach and volume – Use Cases for: • Customer Service • Sales • Marketing • Crisis Management & PR • Community Management • Agency or Call Center (hybrid model) • CRM Integration
Resources• 10 Steps to integrate Social Media and CRM – http://www.slideshare.net/jesus_hoyos/10-steps-to-integrate-crm-and-social-media• SCRM Ecosystem Whitepaper for SugarCRM (Spanish) – http://www.sugarcrm.com/la/whitepaper/el-ecosistema-del-crm-social• Managing International Projects – http://www.slideshare.net/jesus_hoyos/managing-international-crm-projects• CRM for Hispanics and Latin America – http://www.slideshare.net/jesus_hoyos/using-crm-for-the-hispanic-and-latin-american- markets