Exploring the World of Social CRM

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2. •The focus is on community and
relationship building.
•Via social venues, including
Facebook and Twitter, customers
own and control the conversation.
•Communications are business-to-
customer but also customer-to-
customer and customer-to-
prospect.
•Customers collaborate with
businesses directly or indirectly to
improve products, services, and
the customer experience.
•Conversation is less formal and
more “real,” moving from
brand speak to community speak.
•The focus is on marketing and
selling to customers.
•The business initiates and controls
most of the dialogue.
•Interactions tend to be direct and
formal (professional).
•Customers play a very passive
role.
Traditional CRM Social CRM
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3.  By establishing a social presence, you make it easier for customers and prospects to find
and contact you, giving you more opportunities to initiate and nurture relationships.
 A big part of social CRM consists of monitoring the “air waves. With social CRM, you
gain access to early warning signs of negative press and dialogue and, consequently, a
platform for addressing it and mitigating any damage.
 Influencers and brand advocates increase the reach and impact of everything you do to
promote your brand.
Identifying and profiling user segments.
Social media enables you to harness the power of community participation and collaboration.
Formulate a strategy that keeps the community front and center. Listen carefully to their
insights, concerns, complaints, and needs and find creative, effective ways to participate in the
dialogue.
Harnessing the Power ofYour Community
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4. Recognizing the Benefits of
Building a Social CRM Program
•Boost customer retention
•Generate leads
•Turn leads into customers
•Reduce support costs
•Identify innovative ideas
Clearing a Few Small Hurdles
•Mitigating risks
•Maximizing efficiency
•Justifying ROI
Seeing Social CRM in Action
•E-commerce
•B2B companies
•Publishers and author
•Entertainment and events
•Real estate
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5.  Setting Policies
 Developing an Effective
System
 Monitoring of all key
platforms
 Content generation and
distribution
 Centralized data storage
 Cross-functional team
Choosing the Right Social CRM
Technology
•Technology capability
•Must-have features
•Analytics and reporting
Training All Personnel
•Training everyone in social CRM
•Learning and evolving
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6. Recognizing the Different Channels
 Social media/networking
 Direct channels
Monitoring and Recording Interactions
•Online
•Offline
Establishing a Social Presence on Different Channels
•Maintain brand consistency across all social sites, including user name, look and feel, profile
photo, and logo.
•Create a compelling presence.
•Provide official corporate contacts.
•Add a personal touch by signing or initialing every post or message.
Combining Channels
•Publishing to multiple channels.
•Integrating your blog with social networks.
•Using social networking in tandem with email
•Teaming up Twitter and Facebook.
•Combining direct contact with online efforts.
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7. Grasping the Concept of
Social Media Campaigns
A social media campaign takes
a funnel approach to connect
with and usher new and
prospective customers through
the stages of the sales cycle
from awareness to purchase.
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Picking a theme for your campaign
•The nature of your business, brands, and
products.
•The social environment and what it offers,
such asYouTube for video sharing or
tweeting during live events.
•Your overall corporate strategy.
•The nature of your business, brands, and
products.
Setting measurable goals
What do you hope to accomplish with this campaign?
How does this campaign align with the organization’s overall goals?

8. Choosing a fitting campaign type
 Engagement campaign- Engagement campaigns are geared to spark a
specific reaction or response.
 Informational campaign- An informational campaign keeps customers
and community abreast of new products, awards, company and industry
news, and so on.
 Promotional campaign- Promotional campaigns are best for spreading
the word about weekend sales, limited offers, contests, signups.
 Transactional campaign- A transactional campaign incentivizes users to
make a purchase through the use of coupons (online or offline),
promotional codes, and similar offerings.
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Launching and tracking campaigns from start to finish
Create content.
Distribute content to all key social sites.
Monitor and manage user interaction to build relationships with influencers and
amplifiers.
Gather and analyze feedback and statistics to develop actionable insights.
Implement changes based on insights.

9.  Using Social CRM for Lead
Generation and Conversion
 Engagement
 Recruitment
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10. Reading the Social CRM Dashboard
Social CRM platform should enables you to
monitor when, where, and how users respond
to your messages and assess the effectiveness
of your campaigns and other social initiatives.
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Typical metrics
High-level metrics
•Growth
•Monetisation
•Engagement
•Retention
Making Sense of the Facts and Figures
•Lead generation
•Conversion
•Membership
•Member activity
•Mentions
•Content and virality

11.  Embrace a Social Culture
 Hire the Right People andTrainThemWell
 Strategize and Systematize
 Budget Carefully
 Go with the Best SocialCRMVendor on the Market
 Track KeyWords
 MeasureWhat Matters
 KeepYour Eyes onYour Customers
 Do MultichannelCampaigns
 Start Now and Fine-Tune Later
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12. Thank you 
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