Social CRM strategies aim to improve customer experience through an integrated dialogue between companies and customers across social media. SoCRM is a solution that collects relevant brand, marketing, sales and customer service data from supported social networks. It offers social media monitoring and CRM functionality like segmentation, discussion analysis and configurable dashboards. This helps analyze marketing effectiveness, brand awareness, reputation and sales from social media interactions.

1. Social CRM
Philosophies – Strategies - Solutions

2. Social Media as Interface
WHY CONSUMERS WRITE ABOUT BRANDS…
FOR CONSUMERS THE PRACTICAL USE IS VERY IMPORTANT
• Consumers use the Social Web to express themselves and to stay in contact with their friends and relatives.
• Brands do not necessarily disturb them by doing so but they need a noticeable counter value for voluntarily
contacting a brand
• This might be a buying-action, a lotterie or a discount. Social Commerce will increase in relevance.
Quelle: http://static.tnsdigitallife.com/files/Digital_Growth_Strategies.pdf

3. Return on Invest & Risk
WHICH CHALLENGES DO MANAGERS SEE IN SOCIAL MEDIA?
Quelle: IBM Institute for Business Value

4. Social Media as Company Philosophy
Target Group
Consumption Loyalty Questions Ideas Jobs
Sales Marketing Support R&D HR
Company Management

5. Social Media: From Project to Strategy
3
Social CRM
2 Strategy
1
Social Media
Social Media Programs
Projects
• Network of Social Media
Programs across
• Multiple initiatives within customer-facing functions
a function
• Integration with CRM and
• Defined mission other business strategies
• Siloed initiatives
• Guidelines, processes, • Integrated insights to
• Few guidelines policies improve customer
experience
• No governance • Social Media Governance
• Development of new
• Project-level objectives • Shared metrics models for customer
engagement.
• Metrics, if any, on project- • Shared insights
level
Project-level sponsorship Executive sponsorship
Quelle: IBM Institute for Business Value

6. Social Customers and Social Brands
Social Social
Customers Brands
• Use Social Media Tools, Social Media • Interact with stakeholders in the Social Web
Interfaces and Social Commerce Pages (ideally in real-time or nearly in real-time)
regularly.
• Follow a strategy for interaction with their
• Are able to discuss their opinions about stakeholders in Social Networks
brands and consumer experiences free from
censorship • Aggregate data from communities with the help of
Social CRM Systems
Social
CRM
…is a philosophy and a strategy.
…needs technical solutions, workflows, rules and a unified information basis.
…aims at a dialogue between company and customer that is valuable to both.
…is the answer to the paradigm shift in the communication between companies and customers.
Quelle: Metz, The Social Customer

7. SoCRM
A solution by SoInteractive

8. Aim of SoCRM
• To collect all relevant data that is necessary to examine the efficiency of the
actions in Branding, Marketing, Sales and Customer Care
• As next step the governance of the customer relationship
• SoCRM offers the features of a Social Media Monitoring tool and expands it
with CRM-Functionalities
SUPPORTED SOCIAL NETWORKS

9. Selected features and metrics
MARKETING EFFECTIVENESS
• Increase of users (daily, monthly, quarterly)
• Engagement (Likes, Shares, Retweets etc.)
• Social Reach (Percenage of people that follow a brand in all Social Media
Channels)
BRAND AWARENESS & REPUTATION
• Sentiment ratio (positive, negative, neutral content)
• Share of Voice (Brand Mentions and Total Mentions)
INCREASED SALES
• Profitability of sales in Social Media
• Percentage of sales from Social Media, compared to all sales

10. Advanced CRM Features
SEGMENTATION OF USERS
• Segmentation of fans by demographic, behavioral and psychographic criteria
• Analysis of the most active users to identify influencers
• Aggregation of segments and groups
DISCUSSION ANALYSIS
• Discussion analysis in the Social Networks with the goal to learn more about
the opinions and needs of the users regarding services and products
• Effectivity analysis of the brands campaigns and communication.
• Quantitative and qualitative analysis of the discussions and trends regarding
special products and services.

11. Screenshots
Monitoring of various fanpages and portals

12. Screenshots
Configurable Social Media Dashboards

13. Screenshots
SoCRM with Comarch Loyalty CRM Analytics
Segmentation of users with demographic and behavioral criteria

14. Messerschmittstr. 4
80992 München
Tel: +49 89 14329 1138
Magdalena Zygadlo
Senior Project Manager
mzygadlo@sointeractive.de
www.sointeractive.de