DEV meet-up UiPath Document Understanding May 7 2024 Amsterdam
Digital Atlanta 2011 - Social CRM and ROI
1. Digital Atlanta
Social CRM and ROI
@alexavendano Alex Avendano
linkedin.com/in/alexavendano Director of Product & Strategy, SS1
alex.avendano@arkesystems.com Partner, Arke Labs
2. Discussion
• My Background
• Assumptions
• What is “Social CRM (SCRM)”
– Basic principals and mechanics
• Planning: Preparing for SCRM Goals
• Execution
– Integration & Multichannel Understand SCRM and why it’s
– Deep dive: CRM Tools
– Mobile Extensions
important
• Campaigns
• Measuring Results Understand how you can move
– Tiers of Results forward with SCRM
– An Alternative Viewpoint implementation
– ROI Models
• The Future
• Next Steps
3. My Background
• Started and sold clothing company while at Wharton, Henry A. Davidsen, 2006 to 2009
• Ran sales and marketing for Facebook Preferred Developer, Stuzo, 2009-2010
• Team Leader for SMB sales team at large local company, PGi, ~600MM company and 50
sellers using Salesforce, 2010-2011
• Sales and marketing strategy at local agency, Arke Systems, 2011
• Digital product management and startups, Social Strategy 1 & Arke Labs, 2011
4. Assumptions
You know what CRM is and are familiar with it’s
mechanics & entities
You understand the basics of the social media
landscape and data sources
You have a basic understanding of measuring ROI for
your organization
You actually intend to start developing an SCRM plan
for your organization
6. What is Social CRM (SCRM)
“Social CRM brings together the information
your people and systems need to personalize
their message at every stage of the buying
process.”
- What does this mean for your sales process?
Chris Spears
- Where do I get the information?
Vice President
- How do I know that the information is relevant
and accurate? Arke Systems
- How are sellers more effective with this info?
7. What is Social CRM (SCRM)
"Traditional CRM is referral-based whereas social CRM is
reputation-based - it IS your real-time, 24x365 focus
group that quickly identifies both opportunities and
issues. The ability to capture, track, and quantify public
opinion will dramatically improve your marketing, sales,
and customer service efforts.“
Greg Cory
- How do I integrate customer feedback?
CTO & COO
- How do I quantify public opinion? Office Arrow
- How does it improve marketing, sales, and
(Former CEO of
customer service? eMaximation.com)
8. What is Social CRM (SCRM)
“Social media brings you the voice of the customers,
nearly in real-time. By actively listening to those voices
*…+ you can build better, longer-term relationships
with customers because you know what they need, or
want. Knowing what appeals to customers is the
cornerstone of any CRM and a big piece of the Social CRM
puzzle.”
Steve Ennen
- Why does real-time make a difference?
President and CIO
- How does CRM listen to the voices at an Social Strategy 1
aggregate level?
9. What is Social CRM (SCRM)
Social CRM is an implementation strategy
that provides additional, relevant, and
social data to sellers, marketers, and
decision makers in an effort to improve ROI
of multiple aspects of the business.
10. What is Social CRM (SCRM)
Basic Principals and Mechanics
The Four Ps of SCRM: People, Platform, Product, and Process
People: Your community of users and your internal decision makers
Platform: Social media outlets tied to your SCRM system
Product: The combination of tools you implement (CRM, etc.)
Process: The standards and protocol you implement to manage social
11. What is Social CRM (SCRM)
Traditional CRM
Controlled and initiated by the business
• Process is controlled by the seller
• Information is static and at the mercy of the seller
• Information is basic and simple, just the “who” and
some “when”
• 1 product, 1 person
12. What is Social CRM (SCRM)
Traditional CRM
Controlled and initiated by the business
Customers Company
13. What is Social CRM (SCRM)
Social CRM
Dynamic and influenced by the customer
• Process is dynamic and influenced by the customer
• Information is dynamic and updated without seller
input
• Information is robust (Who, What, Where, When,
Why)
• Multiple platforms and products, customer and
company influence, multiple company touch points
14. What is Social CRM (SCRM)
Social CRM
A combination of People, Platform, Product, and Process
People Platform Product Process
15. What is Social CRM (SCRM)
Social CRM
Multiple company touch points
• Communication (PR and Marketing) driven by social
data
• Sales driven by social data
• Product Development driven by social data
• Customer Service driven by social data
16. What is Social CRM (SCRM)
Basic Principals and Mechanics
Process is dictated by department and goals
Service
Marketing
Sales
People Platform Product Process
19. Planning: Preparing for SCRM
Step Back: Who Are You
Understand the core value drivers for your organization
Newsweek.com ArkeSystems.com
Focus on online content consumer Focus on complex sales, B2B
Site traffic hugely important, Site traffic heavily direct, few search
understanding visitors visitors
No 1-1 direct sales All 1-1 direct sales
Heavily marketing based Heavily sales based
Enterprise Small business
20. Planning: Preparing for SCRM
Planning is Important
Ask the right questions and get everyone involved
1 Who are all the different people that need to be involved?
2 What are your priorities and goals?
3 What does your platform stack need to look like?
4 What does your product stack need to look like?
5 What are the right processes that need to be put in place?
6 How are you going to measure return and constantly improve?
21. Planning: Preparing for SCRM
Involve the Right People
Don’t start from scratch, there’s already equity
• Work has already been done, you
just need to uncover it Sellers wanted iPad apps
Using their personal
• Lead the charge; integration and iPads in the field
communication are key Teams collided
Data and productivity
• Form committees and teams, lost
have an open planning process
22. Planning: Preparing for SCRM
Priorities and Goals
Determine the most important goals, by department, for a social CRM plan
Product
Development
Community Branding
Building
Customer
Service
Lead Generation SOCIAL
GOALS
User
Engagement
Reputation
Management
Recruitment / Thought
HR Leadership
23. Planning: Preparing for SCRM
Platform Stack
What is the right set of platforms for your organization
Service
Marketing
Sales
People Platform Product Process
24. Planning: Preparing for SCRM
Product Stack
What is the right set of products for your organization
Service
Marketing
Sales
People Platform Product Process
25. Planning: Preparing for SCRM
Processes
Process and structure are keys to a successful implementation
Service
Marketing
Sales
People Platform Product Process
26. Planning: Preparing for SCRM
Processes
Process and structure are keys to a successful implementation
• Your biggest risk is that your team doesn’t know how to use the tools.
• Process is the most difficult component to implement and maintain.
• Lead from the front.
• For example:
• Sales – ensuring sellers know how to get the right info
• Customer Service – enabling reps to uncover issues hidden in the social graph
• Marketing – generating leads from social sources
27. Planning: Preparing for SCRM
Execution
Successful execution will lead to meaningful results
Consider working with a partner or agency to choose the best tools and
successfully implement them
Sitecore CEP Broadlook Click Dimensions
33. Campaigns
Campaigns
Focus on your goals; focus on iterations
• Campaigns should boost results towards
goals, in-line with social lifecycle
• Iterative approach (Discovery Driven
Planning)
• Consider A/B testing
• “Social then Search” Problem
• and how CRM can solve it
34. Campaigns
Social Lifecycle
Determine where you are and what goals you are targeting
1. Build fans
2. Engage fans
3. Encourage Spread
4. Retarget & SEA
5. Integrate Offline
35. Campaigns
Iteration Feedback Loop
Integrate
Analyze and Measure returns and
information into
Collect Information process determine next
the sales &
information iteration
marketing process
Iterate
Discovery Driven Planning A/B Testing
37. Measuring Results
Tiers of Results
Track different metrics that lead to conversion
1. Valuing your cost savings
a) Gains in productivity, testing, development
2. Valuing your social assets
a) CPM model vs. book value
3. Valuing conversion activities
a) Measure each step towards the bottom line
4. Valuing bottom line effects
a) Sales
38. Measuring Returns
An Alternative Viewpoint: Avinash Kaushik
Conversation, Amplification, Applause, and Economic Value
Conversation: Conversation Rate = # of Audience Comments (or Replies) Per Post
Amplification: Amplification = # of Shares Per Post
Applause: Applause Rate = # of Likes Per Post
Economic Value: EV = Sum of Short and Long Term Revenue and Cost Savings
39. Measuring Results
Return on Investment (ROI)
Every organization has it’s own understanding of ROI and ROI goals
• Models like IRR, CLV, and NPV are very useful
• However, they rely on the right data
• Don’t be dominated by ROI, it’s not all tangible
• Measuring impression value is easy, what about engagement value? Or the
value of an integrated system that automates engagement?
• Measuring returns in the face of change and uncertainty
• Get started now, figure it out along the way, don’t play catch up
• There is no case where less data is better
43. The Future
The Future
Uncertainty and blue sky
• This is a new field. It will change and evolve greatly.
• The landscape is forever changing. MySpace vs. Google+
• Facebook wasn’t the first. Right place at the right time…
• Personalization, automation, and “mocial”
44. Next Steps
Next Steps
Get going, opportunity is passing you by
What we haven’t talked
1 Start writing a plan about
• Mobile
2 Get everyone involved
• Analytics
3 Find outside support • Deep tactics
• Technical
Go do it.
45. Thank you
Alex Avendano
@alexavendano
linkedin.com/in/alexavendano
alex.avendano@arkesystems.com
46. Next Steps
Resources
You should check all of these out
1. Social Media Leadership by Michael Lewis
2. Best Social Media Metrics: Conversation, Amplification, Applause,
and Economic Value by Avinash Kaushik
3. Social CRM for Dummies (whitepaper by Emailvisions) by Amita Paul
and Johanna C. Nilsson
4. Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of
Relationship Management by Altimeter Group
