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Social CRM details how social media software coupled with your internal databases can drive a highly optimized social media marketing program. Social media software options, content strategy & execution and business processes are discussed in detail.
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Social Media CRMWhat it should mean for your company and how to develop a process for successful execution
Jamie DuklasDirector of Social Media, Booyah Online Advertising@jduklas
6/29/2011
#OMSDEN #SCRM
About Booyah
SEOShopping Engines
Paid Inclusion
Local
Mobile
EmailPaid
Search
Shopping Engines
Creative Services
Online Display
SocialMedia
SearchMarketing
#OMSDEN #SCRM
About Me
• I’m tall• Lead the social media consulting practice at Booyah• Board member, Social Media Club – Mile High• Good at collecting student loans: MBA from
University of Denver, undergrad from University of Wisconsin
• July 12 event: Social Media Panel featuring Southwest Airlines: http://www.facebook.com/event.php?eid=138238122921473
#OMSDEN #SCRM
Social Media is Not Fun*
• Of course it can be, but…• Start with a business goal!
*Hopefully this presentation is at least a little fun
#OMSDEN #SCRM
What is Social CRM?
#OMSDEN #SCRM
Benefits (aka Why Bother)
• Optimized messaging across all customer touch points (sales, marketing, service)
• Increased customer retention• New customer acquisition• Product knowledge / customer insight• Bottom line: smarter marketing & make
more money
#OMSDEN #SCRM
Leverage the Social Graph
• Consider social media a database
• Find the unique identifier to connect the information
#OMSDEN #SCRM
Develop Social Media Maturity
#OMSDEN #SCRM
Collective Intellect
Essentials for Your Database
• Monitoring (data collection)• Engagement history• Customer profile (data connection)• Internal CRM data
#OMSDEN #SCRM
Social CRM: Business Process
Monitoring
Marketing
Engagement
Sales
CustomerService
Data
Social Graph(Customer
Profile)
Internal(Customer
Profile)
#OMSDEN #SCRM
Operational(Tactical)
Customer CRM(online ↔ offline)
WorkflowEngage
Text Mining
• Social Media• Client Social
Community• Private Data
Central Data
• POS• Web• Other
Big Picture(Strategy)
Data Collection Data Refinement Measure & OptimizeData Management
Rules
Engine
Social CRM: IT Process
#OMSDEN #SCRM
Connect the Dots
• A complete view of customer interactions
• Communicate the way the customer wants
#OMSDEN #SCRM
Break Down Data Silos
Marketing Sales CustomerService
SocialMedia
Third-PartyData
Unified Data
Optimized Customer Engagement
#OMSDEN #SCRM
Optimized Customer Engagement
• All customer touch points have the same data
• Communication is spread out• Timed for best result• Each interaction is documented• A comprehensive customer profile
#OMSDEN #SCRM
It Starts with Software…
Monitoring Engagement Promotions Influencer CRMFree Google Alerts TweetDeck Wildfire Klout
Social Mention Hoot Suite North Social PeerIndex
Paid Buddy Media Buddy Media TraackrTrackur Shoutlet Shoutlet Spot InfluenceMeltwater Buzz Involver Wildfire mBlast - mPactScout Labs Scout Labs North SocialSysomos Sysomos OfferpopRadian6 Radian6Alterian SM2 Alterian SM2Collective Intellect Collective Intellect Collective IntellectSpredfast Spredfast Spredfast Spredfast
#OMSDEN #SCRM
It Doesn’t Have to be Fancy
#OMSDEN #SCRM
Social CRM Software Costs
• A lot can be done with free software and their APIs
• Remember the Social Maturity Curve – start with monitoring
• Entry level software: $7,000 - 12,000 / year• Sophisticated software: $20,000 - $100,000 /
year
#OMSDEN #SCRM
Change the Way You Communicate
#OMSDEN #SCRM
People Talking to People
• Social Media is people talking to people– The more you know about a person the more
meaningful, timely and targeted your message can be
#OMSDEN #SCRM
Before CRM
A. No response, you’re not listening
B. Respond. No data is recorded.
#OMSDEN #SCRM
With CRM
ProblemSolved
Data Added to Profile
BusinessIntelligence
#OMSDEN #SCRM
Reactive vs Proactive
#OMSDEN #SCRM
Sales Prospecting
• Under-utilized part of social media• Smart keyword targeting• Lead people through the buying process
#OMSDEN #SCRM
Develop an Engagement Strategy
#OMSDEN #SCRM
Engagement Goals
• Reply in real-time if possible• Set expectations• Create action (drive clicks)• Develop a formal process• Track your engagement process• Create dashboards & metrics to
show success
#OMSDEN #SCRM
Engagement Workflow
#OMSDEN #SCRM
Radian6
Customize Your Response to the Motive / Persona
Social MediaMonitoring
EngagementCustomize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer.
#OMSDEN #SCRM
Measure Your Engagement
Social MediaMonitoring
EngagementCustomize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer.
MeasurementTrack all your engagements, develop dashboards. Use analytics tracking and KPI metrics.
#OMSDEN #SCRM
Measurement Dashboard
#OMSDEN #SCRM
SpredFast
ROI Pyramid
#OMSDEN #SCRM
ROI
• Increased revenue through customer retention and new customer acquisition
• Smarter and streamlined marketing• Efficiency (less customer service)• Product and customer insight
#OMSDEN #SCRM
Takeaway Points
• Start with a business goal• Invest in social media software• Connect the dots (data unity)• Drive targeted, timely & meaningful
conversation• Be proactive and reactive
#OMSDEN #SCRM
Thank You
What it should mean for your company and how to develop a process for successful execution
Jamie DuklasDirector of Social Media, Booyah Online Advertising
jduklas@booyahadvertising.com (303) 345-6634@jduklaswww.linkedin.com/in/jamieduklashttp://social-media-strategist.com
Social Media CRM
#OMSDEN #SCRM
Facebook.com/BooyahTwitter.com/BooyahAgency
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