Ebook: Zero to ZMOT webinar

Webinar: Zero To ZMOT
Social Media Success with Oracle SRM Monitoring & Analytics

Zero To ZMOT : CRMIT Webinar
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Today’s Webinar Topic
• From Zero To ZMOT
– Social Media Success With Oracle SRM
Monitoring & Analytics

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Webinar Speaker
Naga Chokkanthan
Co-Founder & Sr. Director - Innovations
CRMIT Solutions
LinkedIn: /in/nchokkan

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Webinar: Social Media Success with Oracle SRM Monitoring &
Analytics
Zero To ZMOT
Social Media Success With Oracle CRM
Social Media Monitoring & Analytics

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Agenda
• Introduction to Social Relationship Management
• What is ZMOT (Zero Moment Of Truth)
• ZMOT & Social Media
• Social Monitoring
• Social Analytics "What to analyze"
• Oracle SRM Suite "Product Overview"
• Oracle Social Monitoring Cloud Service "Engagement & Monitoring
Cloud Service"
• Oracle Social Analytics Cloud Service
• Next Steps: Social CRM Maturity ladder
• Demo(s)
• Q & A

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Introduction
• People are talking about our brand, everywhere!
• Traditional Customers & Social Customers
– They don’t care about our brand
– They DO care about our brand
• Customers Own the brand!
• Social Media consumer conversations
– Colloquy Survey : 56% of young shoppers talk about
products and services via Social Networks
• Comments from a “Person Like Me”

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Social Media Conversations
• What consumers (and prospects) are talking
about our brand, products in Social Media?
– Understand their thought process
– Analyze the sentiment
– Decide on the best course of actions such as
• Responding
• Publishing
• Changing business processes
• Creating new products / services
• Essential First Step : Monitoring social media effectively

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Questions! Questions!!
• What to monitor?
• Where to monitor?
• How frequently to monitor?
• Which tools to use for monitoring?
• How to understand, analyze and get insights
from bulk data of potentially millions of
conversations?
• Do I need new staff for all this?
• How much this will cost? (Budget!)
• Where is the ROI?

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FMOT & ZMOT
• FMOT: First Moment Of Truth
– The moment in which a consumer makes it to
a store (or equivalent) and is presented with a
variety of choices from which to choose
• ZMOT: Zero Moment Of Truth
– That moment when you grab your laptop,
mobile phone or some other wired device and
start learning about a product or service (or
potential boyfriend) you’re thinking about
trying or buying

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FMOT & ZMOT (Contd)

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ZMOT & Social Media
• ZMOT is not about Social Media alone
– But, it depends a lot on Social Media
– Social Media comments about a product or brand decides the
ZMOT for any prospect
• “Person Like Me” Social Media Comments >> Official
websites & channels
– Brands, companies have good control on the official website,
and other channels that they own
– They have very little or no control on everything else
• But, they can monitor, listen and respond
• Consumers respect that and are ready to help
• Complete the feedback loop, product or service improvements
• Better ZMOT for the next set of prospects

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Social Media Monitoring
• Structured process to monitor Social Media
conversations
– Digital platform
– Tools available to monitor, analyze and make sense
of data
• Typical progress
– Ad-hoc
– Point tools
– Complete suite of applications
• What about the process?

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Social Media Monitoring (Contd)
• Decide on the topics we want to listen to
• Find where our customers / prospects are
• Monitor the conversations
• Collate the data, find out patterns / themes
• Use the data for Social Media analytics,
Derive insights, take action
• Repeat for optimization

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Social Media Analytics
• “What to analyze” differs for each and every business
– But “How to analyze” is pretty standardized
– Number of tools available
• Analytics’ Examples
– Demographics of users
– Topics, Share of voice
– Sentiment Analysis
– Keywords most used
– Trends by geography / demography
– Influencers in my network
– Geo analysis
• This list keeps changing and growing everyday

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Oracle Enterprise SRM

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Oracle SRM Offerings

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Oracle SRM Offerings (Contd)
• Oracle Social Engagement Cloud Service
• Oracle Social Monitoring Cloud Service
• Oracle Social Marketing Cloud Service
• Oracle Social Network

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Oracle Social Monitoring Cloud Service
• Part of Oracle SRM’s “Engagement and
Monitoring Cloud Service” Package
• Provides the listening and analysis
capabilities across social channels
– Better understand your customers / prospects
/ their sentiments
– Getting ready for the next maturity stage,
Social Engagement

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Oracle SRM Analyze
• Industry standard reports for most Social
Media analysis
• Insights into what market is talking about
– Your brand
– Your product
– Your Competitors
– Your field in general

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Zero To ZMOT:
eBook From CRMIT

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Next Steps
• Reactive Engagement to Social Media Posts
• Social Media Branding
• Centralized, Coordinated Social Publishing
• Social Campaigns
• Integration with CRM
• Defined processes, automated workflows and
implementation of best practices
• Getting Social CRM in the company’s DNA
• More …

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Social CRM Maturity Ladder

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Demo

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Demo (2)

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Demo (3)

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Demo (4)

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Demo (5)

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Demo (6)

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Demo (7)

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Demo (8)

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Demo (9)

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Demo (10)

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References
• ZMOT : Winning The Zero Moment Of Truth, By Jim Lecinski
• http://www.zeromomentoftruth.com/
• http://www.oracle.com/in/solutions/social/overview/index.html
• http://www.oracle.com/us/corporate/acquisitions/collectiveintellect/g
eneral-presentation-1653698.pdf
• http://www.youtube.com/watch?v=0bZy5Q_1f04
• http://www.forbes.com/sites/louiscolumbus/2012/10/02/gartners-
magic-quadrant-for-social-crm-and-the-social-enterprise/
• http://www.emarketer.com/Article/Driving-Purchases-Customer-
Reviews-Trump-Pro-Critics/1009625
• http://www.colloquy.com/files/2011-COLLOQUY-Talk-Talk-White-
Paper.pdf

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Q & A

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Thank you
manoj.tazhath@crmit.com

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