Presentation Slides for "CRM and Social Media" @CRM Business Revolution 2010, Singapore

1. CRM AND SOCIAL MEDIA
Roland Hor, Catalyst Connector
Roland Hor, Catalyst Connector
CRM Business Revolution 2010, Singapore

2. CRM AND SOCIAL MEDIA
CRM AND SOCIAL MEDIA
• Technology trends for CRM and Social Media
• Social media applications and tools for CRM
Social media applications and tools for CRM
• Measuring and monitoring
• Social media for CRM use cases

3. "CRM systems used to capture all the dialogue—
y y
between seller and customer. Only now, they’ve
realized that was only 5% of the real dialogue.
The other 95% of the real dialogue happens
The other 95% of the real dialogue happens
between customers."

4. CRM Social CRM

5. Social Customer – Customer Ecosystem
Social Customer Customer Ecosystem
• How to manage the relationships with customers to increase • Customers dictate how they will purchase and consume—
revenue opportunities where, when, and how much—using a variety of channels
• How to capture and aggregate enough customer data to give
How to capture and aggregate enough customer data to give configured by them
configured by them
a well‐rounded record of customer information • Using community‐based online tools (social networking, book‐
• Holy grail of CRM ‐ the consistent 360‐degree view of the marking, shopping) to guide one another,
customer, available to who needed it, when they needed it. • Populating social networks, composed of the people they trust,
and their networks are becoming key distribution channels for
marketing and promotion.
• Populate the online world with ratings and reviews, videos of
what they’ve bought or consumed, and comments on corporate
reputations and consumer brands

6. What is Social CRM?
What is Social CRM?
• “Social CRM is a philosophy & a business strategy,
i l
supported by a technology platform, business rules,
workflow, processes & social characteristics,
kfl & i l h t i ti
designed to engage the customer in a collaborative
conversation in order to provide mutually beneficial
conversation in order to provide mutually beneficial
value in a trusted & transparent business
environment.
It’s the company's response to the customer’s
ownership of the conversation.
ownership of the conversation."
~ Paul Greenberg, CRM at the Speed of Light

7. Social Media
Social Media
• Tools – bl
l blogs, wikis, and podcasts.
iki d d
• User‐generated content (UGC) – reviews, social
tags, social bookmarks, comments, rankings,
ratings and photos, and videos.
• Social Networks
– Facebook
– Twitter
– Linked In
– Ning
– Xing etc. etc.
g

9. Before vs Now
Before vs Now

10. Uses new
Seeks support online
to connect channels and
with like-
like new
minded peers communication
tools
Reads and
creates
p
product
The Trusts in advice
by online
y
reviews,
product
Social
S acquaintances
and strangers –
rankings and Customer ‘people like me’
blog posts
Wants to
Expects better provide
customer feedback
experience about the
product and
customer
service

11. Evolution of Customer Touch Points
Evolution of Customer Touch Points
CRM Social CRM
• Blogs
g • Microblogs
• Price comparison website
• Phone • Phone
• RSS • Podcast
• Fax • Fax
• Email • Wikis
• Email •S i lN t
Social Networks
k
• Service • Service
+
• Letters • Letters • Widgets
• Personal contact • Personal contact • Video sharing
• Company’s website • Company’s website
• SMS • SMS • Photo sharing
Photo sharing
• Instant Messenger • Instant Messenger • Forums
• Chat • Chat • Auction website
• Media • Media • Slides sharing
•R i
Reviews and ratings in retail sites
d i i il i
• Social Bookmarking • Wish lists
• Single view of the customer based on the interactions •Single view of the customer is far more complex to achieve.
history, customer profile data residing in the company’s base Besides internal information, the company must rely on external
and data integration with internal systems information such as customer profiles in social networks and his
behavior when participating in a community.
• Company owns the data but it is limited to previous
interactions •Customer and other web 2.0 sites own part of the precious data

12. Evolution of Technology
Evolution of Technology
Monitoring /
Interconnecting tools
Conversation tools Data
Customer mining
Owned
Data RSS Forums
Process Support Process Support
Account Management Account Management
g
Contact Management g
Contact Management
Activity Management Blogs Activity Management Widgets
Lead / Opp Management Lead / Opp Management
Campaign Management Campaign Management
Sales Management Sales Management
Service Management… APIs g
Service Management… Open Id
Open Id
Podcast
Wikis
• CRM Solutions focused in automating and supporting internal Social Networks Cloud
business processes Computing
Brand monitoring
services
• CRM Solutions focused in community creation internal and
CRM Solutions focused in community creation internal and
externally

17. Applications and Tools
Applications and Tools
• Blogs/Podcasts/Twitter
• Wikis
• Social Tagging and Folksonomies
• Social Search
• Social Networks and Communities
Social Networks and Communities

18. Stuff to put on your Blog
Stuff to put on your Blog
• Company news; awards, contract wins etc
C d t t i t
• Stories about people in your business
• Offer industry expertise
Offer industry expertise
• Views on the industry/your marketplace
• Video of your company environment & your people
Video of your company environment & your people
• Information regarding your industry such as
exhibitions, trade shows etc
,
• Product | service reviews
• Industry interviews
y
• How you work with your customers
• Case studies and testimonials from your customers

19. Uses of Blogs
Uses of Blogs
• They offer direct access to senior
g
management for customers
• a place for customers to collaborate on ideas
• a place to deal with customer service issues
l d l ih i i
that invites customers to help solve problems.

20. Blogs

21. Wiki

22. Uses of Wikis
Uses of Wikis
• Di
Drive collaboration
ll b ti
between customers and
employees
• Tool for project
management
• Repository for a
Repository for a
dynamic knowledge
base and on‐demand
content delivery system
t t d li t
• You to tap external
resources for
resources for
knowledge and insight

23. Search
Add Comments View Revisions
Edit Page
Tags provide
context
Citations
Add Links
Add Links
Add
Attachements

24. Social Tagging
Social Tagging

25. Tag Cloud
Tag Cloud

26. Social Search
Social Search
• Social search takes Search a step further.
• It combines corporate structured data with
It combines corporate structured data with
external unstructured data, such as profile
information from Facebook or customer
information from Facebook or customer
feedback from external forums, and make it
into useful knowledge.
f lk l
• InsideView (www.insideview.com) has a
(www.insideview.com) has a
product that

27. InsideView Combines social
search and some
analytics that
analytics that
provides you with not
only the corporate
data that you expect
y p
from Reuters or
Hoovers, but also
information like who
has moved to
another company,
who has been
promoted, what
acquisitions are
made—and has
integrated it into the
i di i h
respective
Salesforce.com or
SugarCRM
S CRM
dashboards, among
others.

28. Social Networks
Social Networks
• Th
The primary difference between the digital social networks
i diff b t th di it l i l t k
and the traditional ones are that you don’t have to
physically be in the presence of the other members or the
key intersection points of the network (called nodes) to
f ( )
have an impact on the network.
• You can capture the data that is provided by the members’
You can capture the data that is provided by the members
conversations. You can respond to the members’ concerns,
fears, disgust, or love, even if you had no idea that the
member was conversing about it that day.
member was conversing about it that day
• You can uncover and analyze the conversation a lot easier
than in the past. All the information is right there for the
picking.
• Transparency is the operative word.

29. Social Networks
Social Networks

33. Twitter
• Wh t
What are
you doing
right now?
right now?
• Web, IM,
Phone
Phone
• Real time
interaction
interaction
in one
sentence

34. Uses of Social Networks
Uses of Social Networks
• Meet your industry peers
M t i d t
• Find and source industry contacts
• Find prospects
Find prospects
• It opens doors previously closed
• Build and develop business relationships
p p
• Raise your profile in your sector
• Develop your brand
• Place very targeted adverts
• Cost effective marketing, branding and recruiting
• To listen! Consumers and the media are talking about you
T li t ! C d th di t lki b t
in real time, openly and honestly
• To learn about the competition
p

35. SCRM for Business
SCRM for Business
• SocialText – Wiki
i l iki
• Six Apart – Blogging
p gg g
• Salesforce.com – CRM + social media
integration
• Lotus Connections –Social Tagging
• Lithium – Social Network
h l k
• Jive Software – Social Networking
g
• INgage Networks – Social Networking

36. Jive Software
39

37. Next Up – Location Based
Next Up Location Based
• Location based:
– Foursquare
q
– YELP (YELlow Pages)
– ShopKick
– Google Lattitude

38. Monitoring
– C ti
Continuous and immediate discovery of conversations
di di t di f ti
with the purpose of learning, engaging, helping and
collaborating
g
– You can do this with anyone, whether it’s your
customers, prospects, industry thought leaders,
former customers, partners or others
former customers partners or others
– More real‐time than measurement, as one of the
p p
purposes is to track keywords as they appear, with the
y y pp ,
goal of quick reaction
– Monitoring answers the question “Who is talking
about [insert keyword] right now and what are they
about [insert keyword] right now and what are they
saying?”

39. Monitoring ‐ How it works
Monitoring How it works
• Typically, monitoring is performed on a
y y
keywords basis. Relevant keywords include
your brand name, product name, etc.
• Based on your keywords your monitoring
Based on your keywords, your monitoring
system of choice goes out to the social
networks you specify, grabs the relevant
k f b h l
articles and messages, and hopefully arranges
them for easier digestion and action.

40. Monitoring ‐ Why it s important
Monitoring Why it’s important
• S i l
Social media – “l
di “largest cocktail party in the world”; a
t kt il t i th ld”
room filled with people driven by one desire to
communicate, share, digest and relate, while carrying
, , g , y g
on many independent conversations.
• Some of these conversations can be about you, your
competitors or your industry.
tit i d t
• Some of these conversations could be people looking
for a product like yours.
for a product like yours
• They will talk about all these topics regardless of
whether you are listening or not.
y g
• However, you wouldn’t know any of this if you weren’t
listening.

41. Measurement
• Unlike monitoring, measurement is more
lik i i i
concerned with metrics over a specified time
period.
• Measurement answers questions of
q
– “How did my keywords perform over time?”
– “How does that compare to my competitors?”
How does that compare to my competitors?
– “What are some trends I can glean to make my
product more usable by these people who are
product more usable by these people who are
giving me feedback?”

42. Measurement ‐ How it works
Measurement How it works
• Similar to monitoring, your system of choice
i il i i f h i
goes out and looks for articles where that
specific combination of keywords occurs.
• It then tabulates these occurrences and
presents them to you in relevant data reports.
• You need to be able to slice and dice the data
You need to be able to slice and dice the data
by source, date, and other dimensions, as well
as drill down to the social media atom level
as drill down to the social media “atom” level
— the individual message — if you need to.

43. Measurement ‐ Why it s important
Measurement Why it’s important
• For management or client accountability, need to
provide some metrics that justify your company’s
social media marketing or listening program.
• Constant benchmarking is the only surefire way
Constant benchmarking is the only surefire way
to know if things are working. Social media is a
quickly evolving beast, so if you don t routinely
quickly evolving beast so if you don’t routinely
measure and course‐correct, you could be
marching down the wrong path.
marching down the wrong path
• The idea is to “fail fast.”

44. Monitoring and Measurement
Monitoring and Measurement
• Google Alerts, Analytics
• Twitter
• A Wiki of Social Media Monitoring Solutions
– http://wiki.kenburbary.com/

45. Goto Google Alerts Google Alerts
Google Alerts Then goto manage
page‐ enter the search your alert page and
term, type, frequency of change delivery option
alert and your email
l t d il from ‘Email’ to ‘Feed’.
f ‘E il’ t ‘F d’
address.
Google Alerts
Click on confirmation
Click on confirmation
link for the alert.
RSS Readers
-Bloglines
Blog Searches -Google Reader
g Detail Searches
-Technorati -Feedreader -twitter.com
-Ice Rocket -Wordpress
-Boardreader -Del.icio.us
Del icio us
As pointed by Google Blog, besides the RSS feed option – now alerts are
delivered faster. Some alerts will also include images, wherever possible

46. Tracking Twitter
Tracking Twitter
•Twitoaster
•Tweetree
•ThreadedTweets
•Su.pr
•Bit.ly
•Tweetbeep
•MakeUseOf on Twitter
•http://twitter.com/MakeUseOf

50. Monitoring & Measurement Tools
Monitoring & Measurement Tools
Free Measurement & Monitoring
Free Measurement & Monitoring Fee‐Based Measurement &
Fee‐Based Measurement &
Tools Monitoring Tools
• Monitoring • Filtrbox, http://www.filtrbox.net
– T i
Twitter Search,
S h • Radian6, http://www.radian6.com
Radian6 http://www radian6 com
http://search.twitter.com • Evolve24, http://www.evolve24.com
– TweetGrid, • Vibemetrix,
http://www.vibemetrix.com
http://www.tweetgrid.com
http://www tweetgrid com
• Brandwatch,
• Measurement http://www.brandwatch.net
– SocialMention, • Nielson Online, http://www.nielsen‐
http://www.socialmention.com
http://www socialmention com online.com
– Twitalyzer, • TNS Cymfony, http://www.cymfony.com
http://www.twitalyzer.com • MotiveQuest,
http://www.motivequest.com
– bit.ly, http://bit.ly/
y, p // y/
• Cision, http://us.cision.com
Ci i h // ii
– ow.ly, http://ow.ly/url/shorten‐ • PollinateMedia,
url http://www.pollinatemedia.com

52. SCRM Use Cases
SCRM Use Cases
Source: Social CRM: The New Rules of Relationship Management, Altimeter Group 2010

53. Case Studies
Case Studies
• Faceconnector (Salesforce.com, Facebook)
• KLM Club China and Africa
KLM Club China and Africa
• Old Spice (Youtube, Twitter)

54. Faceconnector

55. KLM Clubs
KLM Clubs
Meetups and
Sharing with News in Events
Community Context
Best Practices
Best Practices
Twitter Feed

56. Old Spice
Old Spice
• Old Spice seeded various social networks with an
Old Spice seeded various social networks with an
invitation to ask questions of Mustafa's character,
a dashing shirtless man with over‐the‐top humor
and bravado.
• Then all the responses were tracked and users
p
who contributed interesting questions and/or
were high‐profile people on social networks are
being responded to directly and by name in short,
funny YouTube videos.
• Old Spice integrated the main social media
Old S i i t t d th i i l di
channels successfully – Twitter, Facebook and
YouTube were all deployed.
• You saw the tweet, wanted to look at the YouTube
video and then sign up on the Old Spice Facebook
video and then sign up on the Old Spice Facebook
page.
• The most important factor of this campaign was
that they monitored and listened to their social
media traffic and responded in a way that
delighted and amused their audience.
d li h d d d h i di

57. Local Efforts

58. NeoRewards Propensity Modelling Direct Marketing Reporting
Step 1: Propensity Step 2: Direct Marketing
Step 3: Reporting Tools
Modelling Interface
S
M
S @
SMS E-mail

59. Take Aways
Take Aways
• CRM  Social CRM: Customer
p
Experience + Social media and
Knowledge Management
• Outside In vs Inside Out
Outside In vs. Inside Out
• Transparency
• Technology is an enabler but
SCRM is a strategy
SCRM is a strategy

60. Resources
• The Facebook Era, Clara Shih.
• CRM at the Speed of Light: Social CRM
CRM at the Speed of Light: Social CRM
Strategies, Tools , and Techniques for Engaging
Your Customers, Paul Greenberg
Your Customers Paul Greenberg