These are 10 baseline steps to start integrating your CRM systems with social media.

1. 10 Steps to Integrate Social Media & CRM Jesus Hoyos www.jesushoyos.com www.solvisconsulting.com www.socialmediaclub.mx @jesus_hoyos Google: Jesus Hoyos, CRM April 26, 2011 Online Marketing Connect - JesusHoyos.com 1

2. Social CRM Conversations April 26, 2011 Online Marketing Connect - JesusHoyos.com 2

3. Definition April 26, 2011 Online Marketing Connect - JesusHoyos.com 3

4. Social CRM - #scrm, #socialcrm April 26, 2011 Online Marketing Connect - JesusHoyos.com 4 “It is your company response to your customers conversations” – Paul Greenberg Convert Conversation to Transaction Manage Many-to-Many Relationships

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8. Communities – The New Front End April 26, 2011 Online Marketing Connect - JesusHoyos.com 8

9. 3 - Metrics 7- Monitoring and Listening Persons Conversations 4 – Analytics and Opportunities 2 - Communities 1 – Social Media Persons Persons Conversations Content Conversations Transactions Interactions Campaing Results Campaing Results 5 – Campaings and Communications Campaings 6 - Campaign Management 7- Monitoring and Listening April 26, 2011 Online Marketing Connect - JesusHoyos.com 9

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11. Use Case Use the Marketing Module to create and event on Facebook with email and Facebook invitations Keep track of the email metrics and event registration (email has the Share This functionality) Monitor conversations, comments, Likes, Shares and RTs Respond to the conversations from the CRM system or Monitoring Tool You community manager can facilitate the conversations Call Center Reps can use workflow in the CRM system Get the campaign results directly in the CRM system April 26, 2011 Online Marketing Connect - JesusHoyos.com 11

12. Some Integration Points CRM Email Twitter Facebook Monitoring Tool Analytics Campaings Metrics Communities Ideas Collaboration Knowledge Base Metrics Transactions Interactions April 26, 2011 Online Marketing Connect - JesusHoyos.com 12

13. Examples April 26, 2011 Online Marketing Connect - JesusHoyos.com 13

14. 10 Steps… April 26, 2011 Online Marketing Connect - JesusHoyos.com 14

15. Online Marketing Connect - JesusHoyos.com 15 April 26, 2011 #1: Conversation Map Trending Topics, Metrics Sentiment By Media Type Brand vs. Competition vs. Industry, Share of Voice and Conversation Conversation Cloud, Topics Advocates, Influencers, Followers, Tribes Comments, Pictures, Videos, Likes, RTs, Fans Twitter, MySpace, Facebook Communities, Forums Tools: Radian6, Alterian, Sysomos Twitter List: http://twitter.com/#!/list/jesus_hoyos/social-media-monitoring

16. April 26, 2011 Online Marketing Connect - JesusHoyos.com 16 #2: Social Graph of your Customers Email Marketing – Email Addresses % on Facebook % on Twitter % on LinkedIn % on YouTube Demographics Trends Household Data Tools: Fliptop, Rapportive, Rapleaf, Nimble, Gist, Your Own Surveys, InsideView

17. April 26, 2011 Online Marketing Connect - JesusHoyos.com 17 #3: Are your best customers using social media? Social Graph of your Best Customers Frequent Spenders Uncertain Cases, Leads, Interactions, Site Visits, Store Visits Call Center, CRM Metrics Tools: CLV, RFM, Segmentation, Customer Satisfaction, Churn, Basket Analysis, etc.

18. April 26, 2011 Online Marketing Connect - JesusHoyos.com 18 #4: Processes & Requirements Business goals and objectives Social Media Marketing vs. Social Marketing Sales (Collaboration, B2B, B2C) Customer (Collaboration, Knowledge Management, Self-Service) Ideas (reduce costs, find advocates, crowdsourcing) Public Relations Social Responsibility Social Business Communities and Social Media (Channels) Tools: Agile/Scrum, Briefings, Scopes, Strategies, Road Maps, Proof of Concepts, Pilots, Change Management

19. April 26, 2011 Online Marketing Connect - JesusHoyos.com 19 #5: Social Media Tactical Plan Metrics Social Media Governance, Policies, Privacy Social Media Team – who, when, why, how, what Content Generation Social Media Channels: Apps, Mobile, Facebook, Twitter, Forums, Blogs, etc. Your Own Communities Tools: Community Roundtable, Engagementdb, Social Media Governance, Your CRM Vendor Twitter List: http://twitter.com/#!/jesus_hoyos/community-platforms

20. April 26, 2011 Online Marketing Connect - JesusHoyos.com 20 #6: Use Cases & Integration Marketing Sales Service Ideas Collaboration Knowledge Base Metrics Transactions Interactions Customer Experience Tools: 18 Social CRM Use Cases, Your CRM Vendor Communities Twitter: Follow #scrm

21. April 26, 2011 Online Marketing Connect - JesusHoyos.com 21 #7: Traditional CRM Contacts, Roles, Accounts, Persons – data model Campaign Management Customer Support Lead Management Opportunities Workflow, Business Processes Screen Pops, CTI, Call Center Splits Feedback Management Loyalty Programs Knowledge Management Customer Surveys, Customer Satisfaction Analytics – Social and Text Analytics Big Data Tools: 18 Social CRM Use Cases, Your CRM Vendor Communities, The SocialCustomer.com, TheCustomerCollective.com Twitter: Follow #crm

22. April 26, 2011 Online Marketing Connect - JesusHoyos.com 22 #8: Internal Collaboration, Social Business, E 2.0 Wikis Mobility Web Apps Cloud, SaaS Social Business Collaboration Tools: www.e2conf.com (Enterprise 2.0), The BrainYard

23. April 26, 2011 Online Marketing Connect - JesusHoyos.com 23 #9: Culture, People and Change Management Business Model Metrics Human Capital Change Management Openness Transparency Training CxO Commitment

26. Phases Phased Approach Have a Strategy, Roadmap Pilots, Proof of Concepts Metrics Measure and Test and Try Again It is part of your CRM Strategy April 26, 2011 Online Marketing Connect - JesusHoyos.com 26

27. 10 Steps to Integrate Social Media & CRM Jesus Hoyos www.jesushoyos.com www.solvisconsulting.com www.socialmediaclub.mx @jesus_hoyos jesus.hoyos@solvisconsulting.com April 26, 2011 Online Marketing Connect - JesusHoyos.com 27 ThankYou!