Presented at Intergen's Dynamics Day '11

1. Social Media and CRM:
A Practical Approach
Ben Gracewood Steven Foster
10 August 2011

2. Social Media and CRM
Agenda
 What is Social Media and why does it matter?
 How does Social Media relate to your organisation?
 Microsoft Dynamics CRM and Social Media
 Summary, discussion, and questions

3. What is Social Media?
The term social media refers to the use of web-
based and mobile technologies to turn
communication into interactive dialogue.

4. Social Media and CRM
Image Courtesy of Espresso

5. Social Media and CRM
Image Courtesy of Espresso

6. Social Media and CRM
Image Courtesy of Espresso

7. Social Media and CRM
Image Courtesy of Espresso

8. Social Media and CRM
Image Courtesy of Espresso

9. Social Media and CRM
But: It’s Just People
 People talk, just as they breath, eat and sleep
 People also listen
 An extension of the dinner table conversation
 Same rules
 Same behaviour

10. Social Media and CRM
Social CRM
 Whether organizations like it or not, customers are
going to utilize social technologies to participate in
conversations, post thoughts and observations or
complain about your products and services
 You can choose to listen and engage customers
through these new channels or ignore them
 Conventional wisdom says that the former is the
preferred option

11. Social Media and CRM

12. Social Media and CRM

13. Social Media and CRM
Public
Blogs
Private
Casual Professional

14. Social Media and CRM
Twitter
 150 million users
 Short status message (“What are you doing?”)
 140 characters max
 Anyone can follow anyone else, unless explicitly
blocked
 Immediate, local, abrupt.
 “Twitter is not a single topic medium. If you follow
someone you follow the whole person.”

15. Social Media and CRM
Facebook
 500 million users
 Aggregation of social information (messages, photos,
videos, games).
 Friends must request access to (most of) your
information.

16. Social Media and CRM
LinkedIn
 70 million users
 Professional networking
 Effectively an active online C.V.
 Incredibly effective for vetting professionals.

17. Social Media and CRM
Blogs
 ?? Users ??
 Widely dispersed, immediate.
 Wide range of accuracy and ability.

18. Social Media and CRM
What can you get out of Social Media?
 Customer intelligence
 Reputation monitoring
+ Effort
 Lead generation
 Customer service
+ Risk
 Public relations
+ Reward
 Campaign management

19. Reputation Monitoring Tips

20. Social Media and CRM
OMG! A Mention!
 What do you do when your Social CRM Tool detects a
mention?

21. Social Media and CRM
Tone
 Each network has its own tone
 Unwritten rules and expectations
 E.g. Twitter: don’t auto-tweet other feeds
 Don’t auto-DM new followers

22. Social Media and CRM
Detecting Tone
 Lurk before wading in
 This means being engaged and online BEFORE an
event
 Example: BP Gulf oil spill PR
 Result: @BPGlobalPR

23. Social Media and CRM
@BpGlobalPR

24. Social Media and CRM
@BpGlobalPR

25. Social Media and CRM
@BpGlobalPR

26. Social Media and CRM
Viral Effect
 AKA “Network Effect”
 I tell 10 friends, who each tell 10 more.
 Inverse law: the harder you try, the less likely it will
happen.
 Due to bullshit detection?

27. Social Media and CRM
Beware of the Streisand Effect

28. Social Media and CRM
Reaction
 Don’t over react.
 What would you do if someone made an incorrect
statement at a dinner party?
 What if they were angry?
 What about if someone was obviously an idiot?

29. Social Media and CRM
REACTION
http://www.wired.com/dangerroom/2009/01/usaf-blog-respo/

30. Social Media and CRM
Customer Service
 Take and respond to customer requests via Social
Networks
 Many good examples of this on Twitter in NZ
 @vodafonenz
 @telecomnz
 @orcon
 @flyairnz

31. Social Media and CRM
E.G.

32. Social Media and CRM
The Good

33. Social Media in Dynamics CRM

34. Social Media and CRM
What can you get out of Social Media?
 Customer intelligence
 Reputation monitoring
 Lead generation + Effort
 Customer service + Risk
 Public relations + Reward
 Campaign management

35. Social Media and CRM
Managing Social Interactions

36. Social Media and CRM
What does it look like?
 Account level profiling
 Contact management awareness
 Campaign Event – Connecting to more than just your
known contacts
 3rd Party extensions – InsideView

37. Social Media and CRM
Take Outs
 It doesn't have to be difficult
 Add a lot of value with some simple configuration
 Expand your network with a connected approach

38. Questions

39. Thank you

41. Social Media and CRM
Useful graphical elements

42. Social Media and CRM
Useful graphical elements
We’d like to
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collaboration is company – partners to
going to be vital how? create and have
in our business if access to
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Create applications for
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Is there a powerful
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Improve engagement integrates with my
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customers development tools?

43. Section Title