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.

1. Working Socially, Thinking Globally: Global
Considerations for CRM Strategy
Jesús Hoyos
@jesus_hoyos
www.jesushoyos.com
www.about.me/jesushoyos
#SugarCon

2. 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

3. 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.

4. The Global Impact

5. Messi vs Maradona (in México, not in Argentina, but content in USA)

6. Global Ecosystem

7. Convert Conversations in Transactions
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 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
divorce
http://www.youtube.com/watch?v=quk9u7NoVbw
Field Service (we will be there
between 8am and 5pm)

9. 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

10. 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 a
http://www.youtube.com/watch?v=ud-ny29vBlI Certified Mechanic to fix it.

11. 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)

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 to Gain 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 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

21. Thank You
Jesús Hoyos - @jesus_hoyos
www.jesushoyos.com