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Social CRM - a practical look
1. NixonMcInnes
Social CRM
A practical look at what it is, and
how to get started
Ross Breadmore
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2. @rossbreadmore
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http://www.flickr.com/photos/bendeck/2639210778/sizes/l/
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5. A definition
“It’s the company’s
programmatic response to the
customer’s ownership of the
conversation.”
Paul Greenberg
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6. Social CRM – my definition…
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21. Speak their language
• Build a business case for Social CRM, focusing on
tangible metrics (sales, retention, ARPU etc).
• What’s the minimal viable product? I.e. how can we
test this without incurring huge expense?
• What Social CRM benefit carry most weight internally?
Focus on those if necessary.
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23. Do what feels right, and ask your customers
• If you have suitable internal committees, use them.
• Many large brands will have committees and councils (or
external expertise) focused on the best interests of the
customer.
• Whenever introducing any new kind of Social CRM, be
transparent, explain the benefits to the customers and
invite feedback.
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25. Start small
• Avoid large scale deployment for as long as possible;
get passionate technical stakeholders on board and
get them talking to each other.
• Map out the various data inputs and outputs, and then
join-up whatever will be most interesting or beneficial.
• Prototype in safe environments, using old data if
necessary.
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27. The network: network follower count
Network follower
count:
A
A = 0 not followed by
C
anyone in the network
B
B = 2 followed by 2
Mr. X
D other followers of Mr.X
C = 1 followed by 1 of
Mr.X followers
D = 2 followed by 2
other followers of Mr.X
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30. KLM Meet & Seat
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34. Providing security, and working around barriers
“AXP will not provide Foursquare or Facebook access to your
AXP account number or to any of your other PII. Instead, AXP
will create a unique identifier (“UID”) that does not contain
your AXP account number, which §will serve to identify you to
Foursquare and/or Facebook to facilitate your participation in
the Program”
American Express Sync terms and conditions
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35. Combine teams
ONLINE MENTIONS OF
BARCLAYS OR BARCLAYCARD
Web Customer
PR team relations service
team team
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37. Interesting moves in platform land
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38. Interesting moves in platform land
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40. Five final tips
• Don’t get hung up on definitions
• Find passionate people within your
business and bring them together
• Start small and iterate
• Avoid data overload – focus on objectives
• Ask yourself and others if it feels ethically
ok
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