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Global Considerations for sCRM Strategy
This document discusses considerations for developing a global social CRM (SCRM) strategy. It outlines the global aspects of SCRM, including that conversations provide location and connection data. It also notes that content and reach can be both global and local. The document then discusses using SCRM insights to improve strategies through analyzing metrics, influencers, customer segments and habits, social graphs, and developing use cases. It provides recommendations for a 5-step process to gain insights involving monitoring metrics, influencers, segments, social graphs, and validating use cases. Resources for further information on integrating social media and CRM are also included.
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Global Considerations for sCRM Strategy
- 1. Working Socially, ThinkingGlobally: Global Considerations for CRM Strategy Jesús Hoyos @jesus_hoyos www.jesushoyos.com www.about.me/jesushoyos #SugarCon
- 2. Agenda • The GlobalAspects 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
- 3. The Global Aspectsof 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.
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- 5. Messi vs Maradona(in México, not in Argentina, but content in USA)
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- 7. Convert Conversations inTransactions Workflow, business rules, integration First Filter Community Conversations Mentions y Questions Second Filter Ideas Problems Knowledge Management Command Center Third Filter Social Media Agents Fourth Filter Call Center & CRM Agents Internal Business
- 8. My TV isnot 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 divorce http://www.youtube.com/watch?v=quk9u7NoVbw Field Service (we will be there between 8am and 5pm)
- 9. Key points • Nomarketing automation • No call center integration • No community • Opportunity for call deflection, more than 25,000 views • Content in USA, Spain, UK and Argentina
- 10. My Sunroof hasa 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 a http://www.youtube.com/watch?v=ud-ny29vBlI Certified Mechanic to fix it.
- 11. Key points • Nodealer integration • No digital culture • Product oriented • No community • Opportunity for call deflection, more than 399 views • Content in USA (worldwide views)
- 12. Got Mofongo? (marketing) Kraft.com Cafepress http://www.cafepress.com/mf/12983471/ got-mofongo-blk-tee_tshirt
- 13. Key points • eCommerce • Bilingual • Multi-Channel • Call Center & CRM • Global Reach • Segmentation • Community & Tribes • Long Tail
- 14. 5 Steps toGain Insights and improve your sCRM Strategy Analysis & Monitoring, beyond sentiment analysis 1. Metrics 2. Influencers 3. Segments & Habits 4. Social Graph 5. Use Cases
- 15. 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
- 16. 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)
- 17. 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
- 18. 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
- 19. 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
- 20. Resources • 10 Stepsto 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
- 21. Thank You Jesús Hoyos- @jesus_hoyos www.jesushoyos.com