Like “optimization” before it, “social CRM” (sCRM) is the latest catchphrase that has marketing and customer intelligence professionals abuzz.
Broadly, social CRM is the application of emerging social technologies, strategy, and data to traditional customer relationship marketing (CRM) practices. Core sCRM components to consider when extending traditional CRM approaches are strategy, data, and underlying technology used (e.g., text mining).
Learn to separate the myths about sCRM from the realities. This presentation will highlight current realities and challenges facing each of these three foundational aspects of sCRM.
36. 19 Social CRM Startups versus Old Guard Social CRM vendors have mostly come from one of two directions — traditional CRM vendors who are adding Social CRM capabilities and social software startups who center upon customer engagement. "I don't feel that either category has all the pieces in place yet. Traditional CRM vendors lack the customer community capability; social startups lack the enterprise-level integration capabilities to link the customer community back to enterprise systems. All the big CRM vendors are lagging behind. The social startups are closest to achieving true social CRM…” - Richard Hughes (director of product strategy and BroadVision) http://www.ecrmguide.com/article.php/11222_3924391_2
37. 20 Social CRM Collective Intellect – Social Business Collaboration Configure & Discover Set Goals Measurement Action 1 2 3 4 Team Analysts Bus. Mgmt. Operations Define KPIs Respond Select Sources Dash-board 1 Social CRM System Seed & Influence Business Intelligence Define Topics Dash-board n Workflow Text Mining System Target Campaign Build Social Platforms “Tag” Customers Influencers Central Repository Scheduled Data Runs
42. Social CRM Social…everything “At the end of the day, you must ask yourself if the steps above help you enrich the two-way relationship between the social customer and your social business.” - Mashable
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44. …to understand how far down the 1:1 sCRM path you can go with new data sources
45. …augment, or create, traditional or digital (email) segmentation with augmented social data
48. 3/16/2011 25 Social CRM Metrics Offerings – general SMM and Audit Strategic Audit Customized Policies and Procedures Guide Campaign Development and Execution Monitoring and custom reporting Blog Relations Social Media Asset Creation Social Media Influencers outreach Ongoing Maintenance & Consulting “I've had the pleasure to work with Metrics Marketing Group as one of our key partners. They have strong social media monitoring capabilities and expertise that gives us an in-depth look into the conversations surrounding our brand and messaging for one of our strategic product sets. The monitoring reports enabled us to listen, measure and engage with our viewers online. Ultimately, Metrics Marketing Group provided us with actionable data and real results." - James Miller, VP-Technology Industry, BrightTALK, Inc.
49. 26 Social CRM Metrics Offerings – Social Media Integration
Notes de l'éditeur
Jive Engagehttp://www.jivesoftware.com/products/platform and Lithium http://www.lithium.com/what-we-offer/social-customer-suite/leading the way, according to Gartner for “inbound and outbound collaboration” (http://www.ecrmguide.com/article.php/3924391)also SugarCRM pulling relationship data from LinkedIn – feels Oracle CRM on Demand and Salesforce.com too “rigid”
Jive Engagehttp://www.jivesoftware.com/products/platform and Lithium http://www.lithium.com/what-we-offer/social-customer-suite/leading the way, according to Gartner for “inbound and outbound collaboration” (http://www.ecrmguide.com/article.php/3924391)also SugarCRM pulling relationship data from LinkedIn – feels Oracle CRM on Demand and Salesforce.com too “rigid”