Oracle Social provides tools to optimize a company's social media strategy and customer experience. It allows companies to listen to conversations on social media, analyze insights and route them to the appropriate teams. Companies can then engage customers, publish content to multiple channels and amplify messaging. The goal is to transform social interactions into actionable intelligence that drives marketing and sales performance.

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3. Como gestionar mi estrategia
social para atención a clientes.
Diseñando nuevas estrategias
de Marketing para entregar un
servicio al cliente de excelencia
Simón Torres Solution Specialist
César Garduño Solution Specialist

4. CX
• SOCIAL
AGENDA
• MARKETING
• SERVICE

6. The Difference Between
CRM and Customer
Experience (CX)

7. CRM or CX – What’s Different?
Incorporating New Technologies to Enhance Customer Engagement
ERP
CRM
CX
Goal = Business Optimization
Goal = Customer Insight
Goal = Customer Engagement
§ Back office functions that did not
directly affect customers
§ Supply chain management
§ A common database, which supports
all applications
§ Managing Business Data
§ 360o view of the customer
§ Tracking interactions with sales,
service &marketing
§ Calls, emails, in-person interactions
§ Improved reporting on customers
§ Companies drive flow of information
§ Maximizing interaction revenue
§ Continuous lifecycle for customer from
buy to own
§ Customers in control of conversation
§ Explosion of channels - social, mobile,
chat
§ Leverage analytics for decisions and
personalization
§ Delivering greater customer lifetime
value
1990s
2000s
2010s

8. Customer Lifecycle
PURCHASE"
4!
SELECT"
3!
RECOMMEND"
8!
OWN!
BUY!
Market & Sell"
Support & Serve"
1!
5!
2!
RESEARCH"
6!
NEED"
RECEIVE"
USE"
7!
MAINTAIN"

9. • Social Media
#1
ES LA ACTIVIDAD
EN LA
RED

10. ANUNCIAN
VEN
COMPARTEN
HOY EN DÍA, LOS CLIENTES ETIQUETAN

11. MÁS

12. DE

13. 1 BILLÓN
DE INFORMACIÓN

14. 90%
35
32
Millones CRECIMIENTO Millones
USUARIOS DE REDES
2013
2012
SOCIALES EN MÉXICO,
47%
AUMENTO DE USUARIOS DE
FACEBOOK EN
AMERICA LATINA,ENTRE
JUNIO DEL 2011 Y JUNIO DEL 2012
QUE USAN FACEBOOK
#5
EL USO DE REDES SOCIALES EN
MÉXICO OCUPA EL QUINTO
LUGAR EN CRECIMIENTO MUNDIAL
Fuente: Social Media and The Latin American Market, 2013.

15. Redes sociales ligadas al negocio
de los usuarios de
Twitter han tuiteado
Facebook han dado
acerca de una
“me gusta” a una
marca
70%
de los ejecutivos de marketing
tienen poco conocimiento de lo
que se habla de su marca en
las redes sociales
Fuente: “10 Facts about Consumer Behavior on Facebook” and consumer behavior
study on Twitter, Constant Contact® and research firm Chadwick Martin Bailey
Alterian’s 8th annual marketer survey, 2011
15
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

16. 75% postea un comentario
negativo en una red social
después de una mala
experiencia
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Oracle Confidential

17. Source: “2011 Customer Experience Impact Report: Getting to the

18. Errores en las Redes Sociales
Olvidarte de promocionar el contenido
en todos los perfiles que tienes.
Publicar lo mismo en todas las
redes sociales (Copy&Paste)

20. ¿Cómo podemos apoyar?
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Oracle Confidential

21. Multicanalidad
Mobile
Web
Social
Media
In Store
Contact Center
Field Service
Direct Sales
Oracle
Marketing
Oracle Sales
Oracle
Service
Oracle Social
CX Foundation
PaaS, Social, Mobile, Data Mgmt, Integration Tools, Process Automation, BI
Channel Sales

22. Oracle Social
Social Marketing
Crear y Planear
Social Engagement & Monitoring
Listen
Analizar
Analyze
Social
Experience
Publicar
Ampliar
Monitor,
Categorize, Route
Engage

23. Social Marketing
Construye en redes sociales
Construcción y crecimiento de marcas a través
de medios Sociales
Incremento en la relevancia de comunicaciones
en medios Sociales
Integración de canales sociales en una
solución centralizada para Marketing
23
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Insert Information Protection Policy Classification from Slide 8

24. Social Engagement and Monitoring
Entendimiento y colaboración
Entendimiento de qué es importante para los
clientes
Interactúa con los clientes a través de múltiples
canales
Autocategorización de señales para seguimiento
de acuerdo a las roles del negocio
24
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Insert Information Protection Policy Classification from Slide 8

25. Be
Engaging
Be
Insigh,ul
Be
Transparent
Oracle SRM
Demo
25
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Insert Information Protection Policy Classification from Slide 8

28. Your Challenges
# 1 Measure of CMO = ROI
50 % are ready
57 % decisions are made before
calling a salesperson

29. Reaching Customers
Customer
You

30. Technology Impact
Customer
You
AD
PR
Event
@
www.

31. Channel Overload
Customer
You
AD
PR
Event
@
www.
in
?

32. Multiple Decision Makers
Customer
You
?
AD
PR
Event
?
@
?
www.
in
?
?

33. Customers Own the Conversation
Customer
You
Dialog
AD
PR
Event
?
?
@
?
www.
in
?
?

34. Demand for Results
Customer
You
Dialog
AD
PR
Event
?
?
@
?
www.
in
?
?

35. Dubious Data
Customer
You
Dialog
AD
PR
Event
?
?
@
?
www.
in
#* Data
^%
?
?

36. Need for Better Analysis
Customer
You
Dialog
AD
PR
Event
?
?
@
?
www.
in
#* Data
^%
Analysis
?
?

37. Overcome the Challenges
Customer
You
Dialog
AD
PR
Event
?
?
@
?
www.
in
#* Data
^%
Analysis
?
?

38. Focus on Your Customer
Customer
You
Dialog
AD
PR
Event
?
?
@
?
www.
Target
in
#* Data
^%
Analysis
?
?
$$$

39. Operate Strategically
Results
You
Customer
Dialog
AD
?
?
@
PR
Event
?
www.
Target
in
#* Data
^%
Insight
Analysis
?
?
$$$

40. DexOne Results
65 % higher conversion rate
79 % incr. in rev. / customer
4 Days lead to contact before
1 Hour lead to contact after

41. Multicanalidad
Mobile
Web
Social
Media
In Store
Contact Center
Field Service
Direct Sales
Oracle
Marketing
Oracle Sales
Oracle
Service
Oracle Social
CX Foundation
PaaS, Social, Mobile, Data Mgmt, Integration Tools, Process Automation, BI
Channel Sales

42. Consumerization has affected our customer.
CUSTOMERS TAKE CONTROL
86%
1%
89%
of consumers will
pay more for a better
customer experience
of consumers feel that
their expectations for
a good experience
are met
of consumers
switched to a
competitor after a
poor experience
Company Power
and Voice
Customer Power
and Choice
Mass media
Internet / 1:1
Social/Mobile
Source: 2011 Customer Experience Impact Report (CEI), based on a survey commissioned by RightNow and conducted by Harris Interactive.

43. The Customer Conversation is Happening
58%
of Facebook users have mentioned
a brand in a status update
39%
of Twitter users have tweeted about a brand
70%
of marketers have little understanding of
social media conversations happening
around their brand

44. A Fundamental Shift in Customer Experience
Customers Are Demanding that Sellers Transform the Buying Process
WELL INFORMED
Customers demand relevant and unfettered access to
product information through many channels
MULTIPLE INTERACTIONS
Customers choose when, where and how often they
want to engage with sellers
HIGHER EXPECTATIONS
Customers expect seamless recognition at every touchpoint along with superior customer service
MORE INFLUENCE
Customers increasingly exercise influence on social
channels to provide feedback

45. Oracle
Eloqua
+
Social
Rela0onship
Management
(SRM)
-­‐
Transforming
Social
Conversa:ons
into
Ac:onable
Intelligence
Know
ENGAGE
• Know:
Filter
&
categorize
relevant
ac:onable
opportuni:es
• Engage:
Respond
to
consumer
signals
real-­‐
0me
via
mul:–channel
communica:on
• Convert:
Broadcast
content
and
campaigns
at
global
scale
Learn
Convert
• Learn:
Performance
dashboards
&
metrics
to
track
and
improve
marke0ng
and
social
ROI

48. Listen
to what people are saying about your brand

49. Know Your Customer: Eloqua Profiler

51. Extend Your Campaign Reach with Oracle SRM

52. Publish
to multiple social media channels

53. Engage with fans and followers
Social Engagement and Monitoring

55. Know Who Your Buyers Trust.
Trust
Linked to Customers?
Following Key Influencers?
Friends of Employees?

56. Enable Sales to Profile and Engage with Their Best
Opportunities

58. Connect Marketing to Revenue: Eloqua Insight

59. Know the Score: SRM Analytics

60. Oracle Social
Multicanalidad
Social Marketing
Social Engagement & Monitoring
Mobile
Social
Media
In Store
Web
Field Service
Direct Sales
Listen
Analizar
Crear y Planear
Contact Center
Oracle
Marketing
Oracle Sales
Oracle
Service
Analyze
Oracle Social
Channe
Social
CX
Experience Foundation
PaaS, Social, Mobile, Data Mgmt, Integration Tools, Process Automation, BI
Publicar
Ampliar
Monitor,
Categorize, Route
Engage