Businesses now have the power to leverage the Internet -- search engines, blogs, social media -- to reach customers more effectively. This includes connecting with customers where they hang out online and engaging in conversations about the topics most important to them. Social CRM (Customer Relationship Management) is all about joining the ongoing conversations our customers and prospects are already having and not trying to control them. It's realizing that people like doing business with people they like and love doing business with people they trust.
This presentation covers:
* How to use social media to connect with customers online
* Creating content to attract more customers to your business
* Tools to help you manage and measure your social media efforts
Repurposing LNG terminals for Hydrogen Ammonia: Feasibility and Cost Saving
How to Use Social Media To Attract More Customers - HubSpot
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5. LOGO
Brent Leary, CRM Essentials
e t ea y, C sse t als
6. About Me….Before 2004
CRM implementation consultant.
Salesforce.com and Microsoft CRM
certified partners
Customers include local small
businesses like ERS, Icebox
Reads Inc., Entrepreneur, Wall
p
Street, Black Enterprise
7. Traditional CRM: How It All Fits
Accounts
GENERATE FEED TO
FEED TO
CONVERT TO
CONVERT TO
CONVERT TO FEED TO
Opportunities
Campaigns Leads Forecast
Contacts
Analyzed to determine success
8. About Me….After 2004
CRM industry analyst, advisor,
strategic consultant
Customers include Intuit, Microsoft,
RIM, Sage
Quoted in Inc., Entrepreneur, Wall
p
Street, Black Enterprise
10. CRM – Community Relationship Management?
Source: Nielsen Online, Global Index, December 2007 – December 2008. E.g. In Dec 08 the Search sector
reached 1.9% (points) more of the world s online population than it did in Dec 07
reached 1 9% (points) more of the world’s online population than it did in Dec 07
1 ‘Global’ refers to AU, BR, CH, DE, ES, FR, IT, UK & USA only
12. OK….So What Happened?
Barack 2.0 • April 2008 – Will Barack Obama be our first CRM
president?
Social Networking • February 2007
• November 2006 Technology For Business Sake
Podcasting
• June 2005 Brent’s CRM Blog
Blogging
• March 2004 DestinationCRM com
2004. DestinationCRM.com
First Article
13. Customers say business should be social…
93% of Americans believe a company
should have a presence in social media
85% believe a company should not
only be present but also interact with
its consumers via social media
56% of American consumers feel
both a stronger connection with and
better served by companies when they
can interact with them in a social media
environment.
2008 Cone Business in Social Media Study
14. Defining CRM… Socially
RM…
Relationships
Exchanges
g
Information Customer
Partner
GENERATE CREATING
CONVERT TO
CONVERT TO
CONVERT TO FEED TO
Confidence
Vendor
Conversations
Content
Sales process
Analyzed to determine success
15. Social CRM Basics… More or Less
More listening, sharing and
listening,
participating…
participating…
ii i
… L t lki 1 0 selling 1 0 and
Less talking 1.0, lli 1.0 d
marketing 1.0
g
19. The Three A's Of Social CRM
Keys to keeping and growing good
l ti hi
relationships
Automation of
content creation and
distribution
Analysis – capturing
‘social’ and web‐
based data
Audacity – focus on
‘captivating’ people
captivating people
20. Automating Content Creation & Distribution
•A Blog
g
•A Tweet
•A Comment
•A Phone
•A Webcam
•User-generated
User-
•Co-created
Co-
•Syndicated
•Repurposed
33. Measuring Random Acts of Web Socialism
• Brand driven sessions
Brand
• Either originating directly or from “branded” search terms
“branded”
– • “brent leary”, “crm blog” “social crm”, etc.
leary” blog”, crm”
– • anyone coming directly or searching for my name is already
fairly engaged
Measured events
•
• Pre‐determined non‐commerce events
– • Email me comment on my blog, download a PDF, Digg me,
me, blog
StumbleUpon me, Mixx me, etc.