Bob barker social crm b2_b marketing summit presentation final

Customer Engagement

Architects Which flavour of Social CRM is

right for you? Bob Barker

Head of Social Media – St Ives Group Marketing Director - Occam

Twi9er @bob_barker

What we do

Bob Barker

CRM has many parts

Sales, Service & Marke=ng

Social Intelligence and market research

Community Management

and ModeraCon

So does Social Media…

Personal Social

Media and branding

Enterprise Social

Networking

Social CRM Sales & Service

AmplificaCon Social Media

Management & MarkeCng Systems

Social AdverCsing on the top plaKorms

Social Brand

Publishing “brand as Publisher”

The Internet

Social Media Technology

Human Machine

Digital MarkeCng & AutomaCon Technology

The first phase of Social media is over Social media industry life cycle Maturity Curve

2001 2011 2021

Social Comms Technology

Social Business

Social ?

Source: Jed Hallam (worked with O2, Unilever) Co-‐ Author The Social Media MBA

Laggards entry

Key new development “social business” or rather the socialisa=on of business”

Phase 1 Phase 2

Phase 1 – Social/Internet PlaYorms Ba#le 1 -‐ the winner of the game is the one with all the names

Ba#le 2 – data monopolies – perfect targe9ng

Other MarkeCng/Social tech plaKorms

Marke=ng Industry

Social media is now about the future of enterprise communica=on

Businesses are essen9ally all about communica9ons

The Enterprise Your clients stakeholders are social, their employees, customers, suppliers, vendors.

The Social Divide

The Salesforce.com approach



and ModeraCon

Personal Social

Media and branding

Enterprise Social

Networking





Social Brand


The Internet


Human Machine


Marke=ng Sales & Service Sales and marke=ng

CRM Scope



and ModeraCon

Personal Social

Media and branding

Enterprise Social

Networking





Social Brand


The Internet


Human Machine



CRM Scope

‘Marke=ng is too important to be le] to the marke=ng department’ – empower employees

The value of your network to the company

“If you are forever chasing business, you’re network is not big enough”

Your Extended Network is where the business is.

Finding your way in

Linked In

Finding you – do I want to deal with you?



and ModeraCon

Personal Social

Media and branding

Enterprise Social

Networking





Social Brand


The Internet


Human Machine



Collabora=on Redefined

Real-‐=me Enterprise Collabora=on

Yammer



and ModeraCon

Personal Social

Media and branding

Enterprise Social

Networking





Social Brand


The Internet


Human Machine



Marke=ng Holy grail = understand what your

customers want

“Never before in the field of marke=ng was

so much known about so many

by so few”

Marketers have never had it so good

Choose Listening Tools •  Basic

– Google Alerts –  Twieer – Hootsuite, Seismic, Tweetdeck

•  Premium

–  Sysomos –  SDL SM2 –  Radian6 –  Visible Technologies –  Brand Watch

Basic Tools

Premium Collect

Store

Social Media Warehouse

Analyse

Action

Social Networking

Sites (Facebook, LinkedIn)

Microblogs (Twieer)

Delicious & Social Tagging

Google Trends & Insights

Forums

Mul=media (YouTube, Podcasts)

Comments on Mainstream

News Blogs &

Comments

Social Media Monitoring = Listening tools Example Inputs

Customers’ Percep=on -‐ In their words “Brand X is surprisingly helpful w/out any waiting on the phone. I feel much better, thanks Brand X!!”

(mstipsvintage, twitter.com , Oct 1st, 2011)

“I GOT 5$ IN JUST 1 MINUTE! JUST COMPLETE A SURVEY AND GET PAID IN Brand X! AWESOME SERVICE!”

(vivekcool789, twitter.com, Oct 1st, 2011)

“Brand X cut too much money from account i earn with so much hardwork and they cut it”

(mohit_yup, twitter.com, Oct 10th, 2011)

“Brand X's iPhone Check Deposit Is Impressive”

(Estella Mark, twitter.com, Oct 10th, 2011)

“Stupid Brand X holding my money for 21 days. I want my money bitch”

(dsayala, twitter.com, Oct 10th, 2011)

KEY INSIGHT ü  The list of paid search terms is very similar to the social keyword list. As conversa=ons/topics

shi], we recommend to con=nue monitoring and add/remove keywords as needed.

Theme Cloud / Social SEO

Diesel 12266 crude oil 903 energy efficiency 493 crude oil prices 403 energy management 220 energy consultants 96 energy meter 80 energy consulting 63 oil and gas consultants 63 energy consultant 53

energy management software 53 energy services 53 energy management services 43 commodity trading firms 33 building energy management 24 building energy management systems 24 sweet crude oil 19 energy management program 19 energy consulting firms 19 total energy management 19

Top 20 paid keywords by searches per day for the company’s website

Social Keywords (above) NOT found in paid list for the company’s website Carbon Accounting 40 Cost-effective 36 Rate analysis 25

• Name: Kevin Purdy • URL: www.thepurdman.com • Bio: Kevin is a Senior Editor for technology and produc=on blog Lifehacker and he comments under the screen name theevan.

• State: Buffalo, New York • Followers: 4,994; Following: 238 • Post: “Brand X for iPhone Deposits Checks via Camera.” This post was retweeted 302 =mes.

• Explained how the Brand X iPhone app works. The post was graded as posi=ve because it described the ease of use and convenience of the applica=on.

Kevin Purdy twieer.com/kevinpurdy

• Name: Kat Hannaford • URL: [email protected] • Bio: Kat Hannaford is a London-‐based tech journalist for Gizmodo UK, exper=se in consumer technology. She is a star commenter who is very ac=ve in the social media space.

• Post: “Pay in checks to your Brand X account. Thanks to their latest iPhone App Update.” This post was retweeted 256 =mes.

• Gave a posi=ve review and provided a guide on how to use app.

Kat Hannaford [email protected]

• Name: Jennifer Van Grove • URL: hep://jbruin.com/ • Bio: Jennifer works for Mashable as an Associate Editor. She is a community-‐minded professional with a passion for blogging and social media.

• Followers: 13,340; Following: 2,161 • Post: “Brand X Deposits $100,000 in Checks via iPhone.” This was retweeted 1,404 =mes.

• Posts by Mashable (and its staff) are o]en retweeted.

Jennifer Van Grove

hep://jbruin.com/

Key Findings Key influencers are heavily integrated in the technology industry. Their posts sparked conversa=ons that were mainly around convenience, =me-‐saved and account safety.

Key Influencers for Brand X iPhone App

Listening Generates Value across the business Use Case Value/ROI

Brand Audit Iden=fy opportuni=es in Social Media

Social Media Campaigns Measure progress of Social Media efforts

Corporate Marke=ng Increased sales & rate of return on ad spend

Customer Service Increased sa=sfac=on, brand loyalty, awareness

Compe==ve Insight Iden=fy differen=a=ng features & innovate

Public Rela=ons Efficient use of =me & iden=fy influencers

Sales – Lead Genera=on Increased sales & shortened sales cycle

Search Engine Op=miza=on More effec=ve SEO & organic visibility

Product Development Reduced market research costs

HR Reduced hiring costs & less churn

Learning Provides a free learning vehicle for employees

Source: ConnieBensen.com



and ModeraCon

Personal Social

Media and branding

Enterprise Social

Networking





Social Brand


The Internet


Human Machine



Community Management & Modera=on

| AVOID THE SILOS

Marke=ng PR HR Sales Cust. Serv.

Blogs Forums Facebook Twieer YouTube

| ADVANCED COMMUNITY MODEL

Marke=ng PR Regulatory Intel Cust. Serv.

Blogs Forums Facebook Twieer YouTube

Community Team

A Sales Funnel

A Community Sales Funnel

Community Managers The conversa=on is the campaign

Simple returns for customer community

“We monitor in excess of 1,500 discussion threads a day on very specific topics where we

think we can add value to the conversaCon. It’s not possible to par=cipate in all of the threads, but there are ways to iden=fy which conversa=ons are

the most influenCal, which ones have the greatest reach, and those are the one in which

we’re most likely to par=cipate”

Marty Collins, Senior Product MarkeCng Manager, Windows Live, Microsoh



and ModeraCon

Personal Social

Media and branding

Enterprise Social

Networking





Social Brand


The Internet


Human Machine



47 Confiden=al 14/06/2012

Listening to Be A Better Business, Across the Business

From 4,000 posts/day to 26,000 posts/day

Build Your Social Pipeline Listen for the point of need and turn social product inquiries into leads Sell Smarter with Social Sales Intelligence Listen to what’s being said about specific customers and industries on the social web Get CompeCCve Insights Capitalize on your compe=tor’s vulnerabili=es and turn compe==ve issues into opportuni=es

Turn Social Conversa=ons into Revenue

Any Social Channel -‐-‐ Real-‐Time Engagement -‐-‐ Integrate with Leads and OpportuniCes

Monitor Any Social ConversaCon Monitor real-‐=me customer issues on Twieer, Facebook Auto-‐Convert Tweets/Posts to Cases Auto-‐create cases using business workflow rules Auto-‐Assign Cases to Expert Agents Priori=ze incoming issues into agents’ queues Resolve Cases On Any Social Channel Respond to customers on their favorite social channel

Deliver Amazing Social Customer Service

Any Social Channel -‐-‐ Real-‐Time Engagement -‐-‐ Integrate with Case Management

Dell Hell to Dell Cares

Five years of experiments and experience

August 2006 Blog outreach expands beyond tech Support

August 2006 Blog outreach expands beyond tech support

December 2006 RaCngs and reviews on Dell.com

July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006 Michael Dell Asks Why don’t we reach out and help bloggers with tech support issues?

January 2007 StudioDell launched Dell’s video and podcast site, with helpful =ps and tricks. Eventually expanding this into the YouTube channel making sharing easier.

February 2007 IdeaStorm Launched A vo=ng based site allowing customers and others to submit ideas for Dell.

June 2007 Dell joins Twi9er Dell launches EmployeeStorm Internal Blogs Launched for Employees.

October 2007 Michael Dell quote in Business Week Jeff Jarvis story quote, “These conversa=ons are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reacCon Cme. And you can be a be9er company by listening and being involved in that conversaCon.”

November 2007 DellShares launched The first investor rela=ons blog by a public company.

January 2008 Dell aligns organiza=on for success

February 2008 Twi9er expanded

March 2008 Accepted SoluCons launched on Community Dell France begins Online Community Outreach

May 2008 Dell Outlet achieves $0.5M in sales via Twi9er Community team ac=ve on Twieer

Small Business blog launched

April 2008 Inside IT launched Blog focused on business customers, and Cloud Compu=ng.

June 2008 Channel blog launched

January 2009 Dell Organizes in to 4 customer focused business units

Spring 2009 Some Members of Community and Conversa=ons deployed within each of the new Dell Business units

June 2009 $2M+ Sales via Twi9er

2009 Dell TechCenter

June 2009 Global Twi9er revenues of $6.5 M

December 2009 Huffington Post Blog

March 2010 China Micro-‐Blogging

2006 2007 2008 2009 2010 2011

51

AlCmeter recognizes Dell with “Open Leadership Award for Innova=on and

Execu=on” (Oct.)

Dell Social Media and Community University launched/5,000 team members trained by end of year (Aug.)

Dell launches B2B pages Facebook (Jun.)

Dell named #1 most social brand in ranking of 100 top brands

Social Media Listening

Command Center

•  Solving problems •  Finding trends and breaking issues •  Keep customers up to date with info •  Create knowledge base from answers •  Integrate with CRM to prove cost savings •  Real =me feedback allows you to act quickly

| WHO CAN USE SOCIAL DATA?

Customer Service:



and ModeraCon

Personal Social

Media and branding

Enterprise Social

Networking





Social Brand


The Internet


Human Machine





and ModeraCon

Personal Social

Media and branding

Enterprise Social

Networking





Social Brand


The Internet


Human Machine



Emerging Science Current – Compe==ons & vouchers

Future – social endorsement



and ModeraCon

Personal Social

Media and branding

Enterprise Social

Networking





Social Brand


The Internet


Human Machine



Where idio fits in context of the sales funnel



and ModeraCon

Personal Social

Media and branding

Enterprise Social

Networking





Social Brand


The Internet


Human Machine



Social CRM Scope

Summary •  Social CRM -‐ beeer human interac=on

– People trying to find product – sales – People trying to get something fixed – service – People trying to have a conversa=on/experience – marke=ng

•  Lots of technology choices – look for integra=on •  In B2B employees are the Key •  Its all about digital word of mouth

Dave is an advocate of BLANK

“When Advocates Talk, Brands Grow”™ 22squared.com

Customer Engagement

Architects Bob.Barker@Occam-‐dm.com

07768 936916 hep://www.slideshare.net/BobBarkerUK

Twieer @bob_barker