Customer Engagement Architects: Which Social CRM Flavour is Right
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Customer Engagement Architects: Which Social CRM Flavour is Right
- 1. Customer Engagement Architects Which flavour of Social CRM is right for you? Bob Barker Head of Social Media – St Ives Group Marketing Director - Occam Twi9er @bob_barker
- 2. What we do
- 3. Bob Barker
- 5. CRM has many parts Sales, Service & Marke=ng
- 6. So does Social Media… Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 7. The first phase of Social media is over Social media industry life cycle Maturity Curve Social ? Social Business Laggards entry Social Comms Technology Key new development “social business” or rather the socialisa=on of business” 2001 Phase 1 2011 Phase 2 2021 Source: Jed Hallam (worked with O2, Unilever) Co-‐ Author The Social Media MBA
- 8. Phase 1 – Social/Internet PlaYorms Ba#le 1 -‐ the winner of the game is the one with all the names Ba#le 2 – data monopolies – perfect targe9ng Other Marke=ng MarkeCng/Social Industry tech plaKorms
- 9. Social media is now about the future of enterprise communica=on Businesses are essen9ally all about communica9ons
- 10. The Social Divide Your clients stakeholders are social, their The Enterprise employees, customers, suppliers, vendors.
- 12. CRM Scope Sales and marke=ng Sales & Service Marke=ng Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 13. CRM Scope Sales and marke=ng Sales & Service Marke=ng Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 14. ‘Marke=ng is too important to be le] to the marke=ng department’ – empower employees
- 15. The value of your network to the company
- 16. “If you are forever chasing business, you’re network is not big enough” Your Extended Network is where the business is.
- 18. Finding your way in
- 21. Linked In
- 22. Finding you – do I want to deal with you?
- 24. Sales and marke=ng Sales & Service Marke=ng Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 27. Yammer
- 28. Sales and marke=ng Sales & Service Marke=ng Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 29. Marketers have never had it so good “Never before in the Marke=ng Holy grail = field of marke=ng was understand what your so much customers want known about so many by so few”
- 30. Choose Listening Tools • Basic – Google Alerts – Twieer – Hootsuite, Seismic, Tweetdeck • Premium – Sysomos – SDL SM2 – Radian6 – Visible Technologies – Brand Watch
- 31. Basic Tools
- 32. Premium Collect Store Social Media Warehouse Analyse Action
- 33. Social Media Monitoring = Listening tools Example Inputs Forums Delicious & Google Trends Social Tagging & Insights Microblogs (Twieer) Social Networking Mul=media Sites (Facebook, (YouTube, LinkedIn) Podcasts) Comments on Mainstream Blogs & News Comments
- 34. Customers’ Percep=on -‐ In their words “Brand X is surprisingly helpful w/out any waiting on the phone. I feel much better, thanks Brand X!!” (mstipsvintage, twitter.com , Oct 1st, 2011) “I GOT 5$ IN JUST 1 MINUTE! JUST COMPLETE A SURVEY AND GET PAID IN Brand X! AWESOME SERVICE!” (vivekcool789, twitter.com, Oct 1st, 2011) “Brand X's iPhone Check Deposit Is Impressive” (Estella Mark, twitter.com, Oct 10th, 2011) “Brand X cut too much money from account i earn with so much hardwork and they cut it” (mohit_yup, twitter.com, Oct 10th, 2011) “Stupid Brand X holding my money for 21 days. I want my money bitch” (dsayala, twitter.com, Oct 10th, 2011)
- 35. Theme Cloud / Social SEO Top 20 paid keywords by searches per day for the company’s website Diesel 12266 energy management software 53 crude oil 903 energy services 53 Social Keywords (above) NOT found energy efficiency 493 energy management services 43 in paid list for the company’s website crude oil prices 403 commodity trading firms 33 Carbon Accounting 40 energy management 220 building energy management 24 Cost-effective 36 energy consultants 96 building energy management Rate analysis 25 energy meter 80 systems 24 energy consulting 63 sweet crude oil 19 oil and gas consultants 63 energy management program 19 energy consultant 53 energy consulting firms 19 total energy management 19 KEY INSIGHT ü The list of paid search terms is very similar to the social keyword list. As conversa=ons/topics shi], we recommend to con=nue monitoring and add/remove keywords as needed.
- 36. Key Influencers for Brand X iPhone App • Name: Kevin Purdy • Name: Kat Hannaford • Name: Jennifer Van Grove • URL: www.thepurdman.com • URL: khannaford@gizmodo.com • URL: hep://jbruin.com/ • Bio: Kevin is a Senior Editor for • Bio: Kat Hannaford is a London-‐ • Bio: Jennifer works for Mashable as an technology and produc=on blog based tech journalist for Gizmodo Associate Editor. She is a community-‐ Lifehacker and he comments under UK, exper=se in consumer minded professional with a passion for the screen name theevan. technology. She is a star commenter blogging and social media. • State: Buffalo, New York who is very ac=ve in the social • Followers: 13,340; Following: 2,161 media space. • Followers: 4,994; Following: 238 • Post: “Brand X Deposits $100,000 in • Post: “Pay in checks to your Brand X Checks via iPhone.” This was • Post: “Brand X for iPhone Deposits account. Thanks to their latest retweeted 1,404 =mes. Checks via Camera.” This post was iPhone App Update.” This post was retweeted 302 =mes. • Posts by Mashable (and its staff) are retweeted 256 =mes. • Explained how the Brand X iPhone o]en retweeted. • Gave a posi=ve review and provided app works. The post was graded as a guide on how to use app. posi=ve because it described the ease of use and convenience of the applica=on. Kevin Purdy Kat Hannaford Jennifer Van Grove twieer.com/kevinpurdy khannaford@gizmodo.com hep://jbruin.com / Key Findings Key influencers are heavily integrated in the technology industry. Their posts sparked conversa=ons that were mainly around convenience, =me-‐saved and account safety.
- 37. Listening Generates Value across the business Use Case Value/ROI Brand Audit Iden=fy opportuni=es in Social Media Social Media Campaigns Measure progress of Social Media efforts Corporate Marke=ng Increased sales & rate of return on ad spend Customer Service Increased sa=sfac=on, brand loyalty, awareness Compe==ve Insight Iden=fy differen=a=ng features & innovate Public Rela=ons Efficient use of =me & iden=fy influencers Sales – Lead Genera=on Increased sales & shortened sales cycle Search Engine Op=miza=on More effec=ve SEO & organic visibility Product Development Reduced market research costs HR Reduced hiring costs & less churn Learning Provides a free learning vehicle for employees Source: ConnieBensen.com
- 38. Sales and marke=ng Sales & Service Marke=ng Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 39. Community Management & Modera=on
- 40. | AVOID THE SILOS Blogs Forums Facebook Twieer YouTube Marke=ng PR HR Sales Cust. Serv.
- 41. | ADVANCED COMMUNITY MODEL Blogs Forums Facebook Twieer YouTube Community Team Marke=ng PR Regulatory Intel Cust. Serv.
- 42. A Sales Funnel
- 43. A Community Sales Funnel
- 44. Community Managers The conversa=on is the campaign
- 45. Simple returns for customer community “We monitor in excess of 1,500 discussion threads a day on very specific topics where we think we can add value to the conversaCon. It’s not possible to par=cipate in all of the threads, but there are ways to iden=fy which conversa=ons are the most influenCal, which ones have the greatest reach, and those are the one in which we’re most likely to par=cipate” Marty Collins, Senior Product MarkeCng Manager, Windows Live, Microsoh
- 46. Sales and marke=ng Sales & Service Marke=ng Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 47. Listening to Be A Better Business, Across the Business 4 From 4,000 posts/day to 26,000 posts/day 14/06/2012 Confiden=al 7
- 48. Turn Social Conversa=ons into Revenue Build Your Social Pipeline Listen for the point of need and turn social product inquiries into leads Sell Smarter with Social Sales Intelligence Listen to what’s being said about specific customers and industries on the social web Get CompeCCve Insights Capitalize on your compe=tor’s vulnerabili=es and turn compe==ve issues into opportuni=es Any Social Channel -‐-‐ Real-‐Time Engagement -‐-‐ Integrate with Leads and OpportuniCes
- 49. Deliver Amazing Social Customer Service Monitor Any Social ConversaCon Monitor real-‐=me customer issues on Twieer, Facebook Auto-‐Convert Tweets/Posts to Cases Auto-‐create cases using business workflow rules Auto-‐Assign Cases to Expert Agents Priori=ze incoming issues into agents’ queues Resolve Cases On Any Social Channel Respond to customers on their favorite social channel Any Social Channel -‐-‐ Real-‐Time Engagement -‐-‐ Integrate with Case Management
- 50. Dell Hell to Dell Cares
- 51. Five years of experiments and experience February 2006 December 2006 October 2007 May 2008 June 2009 Michael Dell Asks RaCngs and reviews Michael Dell quote in Business Week Dell Outlet achieves Global Twi9er revenues named #1 most Dell Why don’t we reach out and help Jeff Jarvis story quote, “These conversa=ons are going to social brand in ranking of on Dell.com $0.5M in sales via Twi9er of $6.5 M 100 top brands bloggers with tech support issues? occur whether you like it or not. Do you want to be part of Community team ac=ve on Twieer that or not? My argument is you absolutely do. You can learn from them. You can improve your reacCon Cme. Small Business And you can be a be9er company by listening and being blog launched involved in that conversaCon.” August 2006 Blog outreach expands beyond March 2008 March 2010 tech support February 2007 Accepted SoluCons China Micro-‐ IdeaStorm Launched Blogging A vo=ng based site allowing customers launched on Community January 2009 June 2009 and others to submit ideas for Dell. Dell France begins Online Community Dell Organizes in to $2M+ Sales Outreach 4 customer focused via Twi9er business units Social Media Listening Command Center 2006 2007 2008 2009 2010 2011 July 2006 Dell Social Media and Community University Direct2Dell launched June 2007 April 2008 2009 launched/5,000 team Today Direct2Dell exists in members trained by English, Spanish, Norwegian, Dell joins Twi9er Inside IT launched Dell TechCenter Blog focused on business end of year Japanese and Chinese. January 2008 customers, and Cloud (Aug.) Dell launches Dell aligns Compu=ng. EmployeeStorm organiza=on Internal Blogs Launched for success for Employees. Spring 2009 December 2009 AlCmeter recognizes Dell with “Open Some Members of Huffington Post Blog Leadership Award for Innova=on and Community and Execu=on” Conversa=ons deployed (Oct.) within each of the new Dell August 2006 Dell Business units launches January 2007 B2B pages Blog outreach StudioDell launched Facebook expands beyond tech Dell’s video and podcast site, (Jun.) Support with helpful =ps and tricks. Eventually expanding this into February 2008 the YouTube channel making Twi9er expanded November 2007 sharing easier. DellShares launched The first investor rela=ons blog by a June 2008 public company. Channel blog launched 51
- 52. | WHO CAN USE SOCIAL DATA? Customer Service: • Solving problems • Finding trends and breaking issues • Keep customers up to date with info • Create knowledge base from answers • Integrate with CRM to prove cost savings • Real =me feedback allows you to act quickly
- 53. Sales and marke=ng Sales & Service Marke=ng Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 63. Sales and marke=ng Sales & Service Marke=ng Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 64. Emerging Science Current – Compe==ons & vouchers Future – social endorsement
- 65. Sales and marke=ng Sales & Service Marke=ng Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 66. Where idio fits in context of the sales funnel
- 69. Social CRM Scope Sales and marke=ng Sales & Service Marke=ng Human Machine AmplificaCon Social Personal Social Community Social Social Enterprise Social CRM Brand Social Intelligence Management Media AdverCsing Social Sales & Publishing Media and and market and Management on the top Networking Service “brand as branding research ModeraCon & MarkeCng plaKorms Systems Publisher” Social Media Technology Digital MarkeCng & AutomaCon Technology The Internet
- 70. Summary • Social CRM -‐ beeer human interac=on – People trying to find product – sales – People trying to get something fixed – service – People trying to have a conversa=on/experience – marke=ng • Lots of technology choices – look for integra=on • In B2B employees are the Key • Its all about digital word of mouth
- 71. Dave is an advocate of BLANK “When Advocates Talk, Brands Grow”™ 22squared.com
- 72. Customer Engagement Architects Bob.Barker@Occam-‐dm.com 07768 936916 hep://www.slideshare.net/BobBarkerUK Twieer @bob_barker