The document discusses how social intelligence and social collaboration can drive social CRM strategies. It provides examples of how Cisco uses social listening, scoring, and profiling to enhance customer and partner experiences across different parts of the customer journey. This includes identifying issues, engaging influencers, launching new campaigns, and improving customer service. Cisco's social CRM approach aims to integrate social data and insights into existing processes to better target, support, and develop relationships with customers and partners.
http://blogs.forrester.com/kim_celestre/12-04-23-your_business_tech_buyers_are_more_social_than_ever - 85% of all business technology buyers engage in some form of social activity while working-92% of B2B technology buyers consider themselves engaging in some form of social media-93% of Americans want brands to have a presence on social media sites (Cone Business in Social Media Study, 2008)-60% of Americans regularly interact with companies on a social media site (Cone Business in Social Media Study, 2008)
In more detail, deploying social CRM across the enterprise will enable us to:-Listen to conversations our customers are having about us, our competition and the businesses within which we operate. We can engage in those conversations when appropriate. By listening, we can uncover and identify sales leads, such as when a prospect publicly states on a social channel that he is looking for a new networking solution. -Our customer service reps can listen for certain keywords online so that they are alerted when a Cisco customer has a problem, and offer an intelligent answer.-Our product development team can use crowd sourcing to engage our fan base in coming up with new features or products, or beta test with influential Cisco fans.-Our marketing team can partner with known influencers to get the word out about new products, promotions or upcoming events, and we can track and measure progress.
The firstpillar of social CRM is Marketing. In the time before social media, there were essentially two ways customers could become spokespeople. If they were famous, they could be in your ads, like Bruce Jenner on a box of Wheaties or Michael Jordan making a dunk wearing Nike sneakers. There was also word of mouth. Nancy liked your shampoo and she told two friends. They told two friends, and so on. Today, social media offers a new solution in the middle of those two things: advocacy.
Gain insights that can impact your business and help shape your social strategyUncover potential threats, legal issues, negative conversations or press
The firstpillar of social CRM is Marketing. In the time before social media, there were essentially two ways customers could become spokespeople. If they were famous, they could be in your ads, like Bruce Jenner on a box of Wheaties or Michael Jordan making a dunk wearing Nike sneakers. There was also word of mouth. Nancy liked your shampoo and she told two friends. They told two friends, and so on. Today, social media offers a new solution in the middle of those two things: advocacy.
This is just a partial list of profile information available to Social Login. Some Social Identity Providers, Facebook and LinkedIn for example, provide work information (company, title, tenure, etc), educational information (school, degree, graduation date, etc), and other insight such as networks and groups.
The firstpillar of social CRM is Marketing. In the time before social media, there were essentially two ways customers could become spokespeople. If they were famous, they could be in your ads, like Bruce Jenner on a box of Wheaties or Michael Jordan making a dunk wearing Nike sneakers. There was also word of mouth. Nancy liked your shampoo and she told two friends. They told two friends, and so on. Today, social media offers a new solution in the middle of those two things: advocacy.
It is early in the process and I’m sure we will come up with many more scenarios in the work groups today, but I have taken the liberty of working up a handful of high level workflows for potential social CRM scenarios here at Cisco.
Cisco launches a “Big Data in the Enterprise” campaignSCRM helps identify VIPs and Ambassadors whose companies are Big Data users (e.g. an investment bank or social network game maker)Cisco invites VIPs and Ambassadors to a closed session on Big Data Speakers include top networking engineers, Big Data Experts and other Big Data usersAttendees Blog about the event, share videos on YouTube and post updates to Twitter, Slideshare and FacebookCisco is positioned as a thought leader in Big DataSCRM tracks mentions
Prospect Bob uses “hot” keywords in a social mediumExamples:Poses a question on Quora or one of our LinkedIn groups about the best networking solutions for a business like hisBlogs that he is unsatisfied with his networking systemAsks his Twitter followers for advice about the latest gen of routersMarta on Cisco’s listening team is alerted to a potential lead by our SCRM systemMarta enters the new information about Bob’s comments into Bob’s profile in SCRM systemSends prospect alert to sales teamSalesperson Jim receives the alert in his email inbox, flagged high priority.Jim quickly reviews Bob’s SCRM profile and sees Bob has purchased X Cisco products, has written Y about networking in his blog and has an influencer score of ZNow educated on the background of the customer, Jim is armed and ready to deliver his pitchHe reaches out to Bob by DM-ing him on Twitter, answering his Quora question or responding in a LinkedIn groupJim moves the conversation offlineCloses the sale
Here is a brief walk-through of a customer service scenario with social CRM.Our SCRM system is listening for keywords on Twitter. It comes across a negative sentiment related to Cisco: Bob Smith is Tweeting about Cisco again. This time he is having trouble configuring X product and has expressed frustrationThe SCRM creates an alert, which is immediately sent to a dashboard managed by our customer service teamCisco customer service rep Kim takes the “call.”She pulls up Bob’s account on the SCRM system and sees that he is a VIP due to his high influencer scoreShe prioritizes his call above the others in her queue She also sees everything Bob recently bought from Jim, so she is already prepared with potential solutions to his problemShe also sees his blog, Twitter, Facebook, Quora and LinkedIn group posts so is aware of his level of knowledgeKim solves Bob’s problem. Bob is thrilled.Bob sends a Tweet to his 1,000 followers thanking Kim for her help. He also says Cisco’s customer service is “the best”