It's All Who You Know: CRM and Social Media Marketing

Presented byBrad Tornberg

Eating The Elephant

• How do you eat an Elephant?

How?

•One bite at a time…– Relax– Enjoy– Learn– Investigate– Decide– Invest– Implement– Evaluate

What is CRM?

• Review of Definition – Customer Relationship – From Lead to Customer Service

• Review of Landscape• Review of Options – Hosted vs. On Premise• Review of Pricing

What Is The Industry Doing?

Social media in B:B isn’t just about marketing

• Online conversations• Listening• Customer Service• Spotting Trends• Collaborating• Your own support desk

What Does CRM and Social Media have in common?

• Identify Opportunities• Listen for Needs• Identify Trends, Suggest Ideas and Value Add• Gain a jump on your competitors • Becoming one in the same• New Term – Social CRM – Integration• After all…its who you know

Trends

• Sites on the rise – specific focus separation of “noise” – personal feel good stuff vs. relevant business related information.

• The formation of the universe of listening• Listening or filtering for key words, phrases, terms,• Use of RSS• Connection/Extension of social circles to gain

entrance into relationships. Permission following.

Outbound vs. Inbound MarketingOutbound

(Prospecting, Hunting, Interrupting)Inbound

(Attracting, Educating, “Getting Found”)

Print Ads Blogs, e-books, white papers

Radio Ads Podcasts

Television Ads Videos

Tradeshows Webinars

Cold Calling Search Engine Optimization

E-mail Blasts RSS, Feeds

Know Like Trust Try Buy Repeat Refer

Articles

Ads

Results Reviews

Partner Intros

Post jobsurvey

Cross sell

ServiceTeam

New Customer

Kit

Webinar

Evaluation

Marketing Kit

White paper

Web site

Reception

Referrals Newsletter

Sales Presentation

Peer2PeerEvents

QuarterlyEvents

FinanceDelivery

Nurturing

The marketing hourglass

Where To Start?

Listen First

2 Great Listening Tools

www.Google.com/Alerts

http://search.twitter.com/advanced

Alerts

Google AlertsGoogle ReaderSearch.twitterBoardtracker.comBacktype.com

A listening station

Alerts

Filterbox/Jive SoftwareTrackurRadian6Buzzlogic

Paid listening station

Who do I follow?

• Twellow.com• Mr tweet• Twubble• Just Tweet It• search.twitter

CRM systems are beginning to integrate with social media

ACT! 2011

Integrate and amplify your message

Social Media Pro

Social Media Pro

• Five Sessions Delivered over 5 Weeks• Each session has 4 – 8 Lessons• Each lesson includes:– A video presentation – PDF presentation and video transcript – Action steps – Resources for each step – Supplemental videos to guide you through the

action steps

Social Media Pro Programs

• Self study course – • Group Coaching• Individual Coaching Programs Also Available

Additional Program

• Or Questions?

Want to be Listened to? Then Go Grab Your Digital Real Estate

Create a Google personal profile

http://www.google.com/profiles

Local search profiles

• Google Maps• Yahoo Local• Bing• google.com/lbc

Social search profiles

• Yelp!• CitySearch• Insider Pages

A blog is a great way to get found

Blogging best practices

• Read, follow, and listen• Write what people search• Feed the spiders often• Engage your comment community• Amplify your message

Create a LinkedIn profile page

LinkedIn best practices

• Profile – links, keywords, descriptive• Status updates• Repurpose content – Slideshare, YouTube• Search for leads – Ideal Customer Profile• Recommend• Questions and Answers

Twitter is Like text messaging

EXCEPT Instead of you deciding who to send the

message toYou broadcast messagesWe decide if we want to listen (follow)

P..S. You can also send direct messages, just like regular texting.

Some basic Facebook stuff

• Profile• Fan Page• Groups• Ads

Create a fan\business page

Facebook best practices

• Build fan page• Promote with special modules and content• Repurpose content• Be consistent• Buy ads to promote content