CRM 2.0 - Social CRM - The New Discipline

Social CRM

“The New Discipline” @mikemoir

Copyright © 2010 Mike Moir Consulting

CRM 2.0 Series mikemoir.com

From the CRM 2.0 Series



Social CRM Defined

“A process to monitor, engage and manage conversations and relationships with prospective and existing customers and influencers across the internet, social networks and digital channels.”



Business Objectives Objective Key Performance Indicators Leading Vendors

1 Foster Dialog •  Share of Voice •  Audience Engagement •  Conversation Reach

Radian6, Scout Labs, Alterian SM2, Visible Technologies

2 Promote Advocacy •  Active Advocates •  Advocate Influence •  Advocacy Impact

Filtrbox (Jive), Randian6, Coremetrics

3 Facilitate Support •  Resolution Rate •  Resolutions Time •  Satisfaction Score

Flitrbox, Rightnow, Salesforce, OpinionLab

4 Spur Innovation •  Topic Trends •  Sentiment Ratio •  Idea Impact

Cymfony, Flitrbox, Randian6, ScoutLavs, Visible Technologies, Social Radar

Driving Business Objectives for Social CRM



1) Listening

Activities

2) Engaging 3) Acting

“What Are They Saying?”

Groups Involved

Solution Enablers

•  Research •  Consumer Insights •  Brand Management •  Sales •  Customer Service •  Marketing/Advertising

•  Brand Monitoring Tools •  Survey/Polls •  Customer Panels •  Research Communities •  Clickstream Behavioral Tracking

Measurement •  Customer Engagement Metrics •  Brand Sentiment •  Influencers •  Trends/Insights

“Engaging In The Conversation”

•  Marketing/Advertising •  Sales •  PR •  Customer Service •  Product Engineering •  Research

•  Communities •  Social Networks •  Blogs •  Media Sharing Sites •  Viral Tools •  Engagement Tools

•  Customer Engagement Metrics •  Profitability •  Growth •  Retention

“Integrating Into The Organization”

•  Marketing/Advertising •  Customer Service •  R&D •  Product Teams •  PR

•  Q&A •  Innovation Communities •  Wikis •  Forums •  Suggestion Boxes

•  Marketing/Sales Performance •  Ideas/Insights •  Customer Service Metrics •  Financial & Operational Metrics •  Net Promoter Score

Monitoring Brand/Product/Topic Trends, Identifying Influencers, Conversations, Moderated Panels, Surveys, Quick Polls, Listen to feedback

Influencer and Prospect Engagement, Co-Innovation, Awareness, Support, Brand Connection, Customer Service

Customer Service Feedback, Product & Marketing Insights, Ongoing Optimization of Engagement Programs, Correlated Impact to Business, Distributing To Organization

Customer Engagement Framework



Engagement - Baseline Process

Social CRM Team

Marketing

Customer Service

Product Innovation

CRM

profiles

interactions

history

transactions

preferences

customer data

Listening Tool

Respond Business Channels

Customers Purchasing

Customer Service

Marketing

Emails

Feedback

Loyalty

Social Web

Bus

ines

s R

ules

Organization



Social CRM Team

Marketing

Customer Service

Product Innovation

CRM

profiles

interactions

history

transactions

preferences

customer data

Listening Tool



Customer Service

Marketing

Emails

Feedback

Loyalty

Social Web

Bus

ines

s R

ules

Organization

Listening



Social CRM Team

Marketing

Customer Service

Product Innovation

CRM

profiles

interactions

history

transactions

preferences

customer data

Listening Tool



Customer Service

Marketing

Emails

Feedback

Loyalty

Social Web

Bus

ines

s R

ules

Organization

Listening Acting



Social CRM Team

Marketing

Customer Service

Product Innovation

CRM

profiles

interactions

history

transactions

preferences

customer data

Listening Tool



Customer Service

Marketing

Emails

Feedback

Loyalty

Social Web

Bus

ines

s R

ules

Organization

Listening

Engaging

Acting


Listening/Engagement Tool (Radian6)



Organizational Planning


Social CRM – Functional Systems

Marketing

Marketing Insights

Marketing Response

Social Campaign Tracking

Social Events Management

Sales

Sales Insights

Sales Response

Social Lead Generation

Service & Support

Service Insights

Service Response

Peer-to-Peer Support

Innovation

Innovation Insights

Crowdsourced R&D

Collaboration

Collaboration Insights

Enterprise Collaboration

Extended Collaboration

S o c i a l I n s i g h t s

Source: Altimeter Group



Social CRM – Functional Systems

Marketing

Marketing Insights

Marketing Response

Social Campaign Tracking

Social Events Management

Sales

Sales Insights

Sales Response

Social Lead Generation

Service & Support

Service Insights

Service Response

Peer-to-Peer Support

Innovation

Innovation Insights

Crowdsourced R&D

Collaboration

Collaboration Insights

Enterprise Collaboration

Extended Collaboration

S o c i a l I n s i g h t s


Vendors Example



Listening: 5 keys to enabling social insights Process Description Vendors

1 Monitoring Provides listening capabilities to filter out noise from the social sphere. Encapsulate both metrics and measurement. Extract insights making measurement more effective.

Brand monitoring software that monitors and scrapes the social web, has team based workflows and connects to existing CRM databases.

Biz360, Buzzmetrics (Nielsen), Cymfony, Radian6, SAS Institute, Scoutlabs. Visible Technologies

2 Mapping Mapping solutions identify relationships. Due to lack of single identity, companies must link social profiles to customer records to provide a holistic experience.

First, find existing public profiles to match, like LinkedIn and Google profiles. Additional database fields must be created that match customer records to social profiles.

Facebook (profiles), Gigya, Google (profiles), OpenID, SalesView, Spredfast, Sprinklr

3 Management Management systems bring CRM processes to life. Without a purpose, social data is unactionable.

Business rules and processes are needed to triage the right information to the right teams in realtime. Tie back the social world and channels to existing innovation, marketing, sales, support and service processes. Triage profiles to create prioritization frameworks.

CoTweet Infor, KANA, Oracle, RightNow Technologies, SAP, SAS, SugarCRM

4 Middleware Middleware technologies glue the social world to the enterprise. Social CRM connects to nearly every customer facing system. Data will have to seamlessly flow between systems, and advanced dashboards that provide intelligence.

Apply technologies such as complex event processing, business process management, business rules, workflows, data integration, and process orchestration among disparate systems.

Boomi, D&B Purisma, IBM, Informatica, Oracle, Pervasive, Progress Software, SAS DataFlux, SOA Software, Software AG, TIBCO

5 Measurement What you can’t measure you can’t improve, therefore organizations must be able to benchmark what’s been done.

Advanced dashboards that provide intelligence. Measure based on business objective like iimproved satisfaction,spread of message.

IBM Cognos, Information Builders, Microsoft, Oracle Hyperion QlikView, SAP Business Objects, SASInstitute



Social CRM - Planning Workshop Sample Agenda Discovery •  What social information and people does your audience rely on? •  What influences your customers? What do they trust? •  Where are your customers are online? •  Listen and understand their social behaviors •  How do your customers use social in the context of your products/service •  What are your competitors doing with social? •  What disruptive technologies exist that might be valuable?

Opportunity Assessment •  Develop / Prioritize Social Use Cases (** See “Use Case Stimulation List”) •  Determine what social technologies could be used to support use cases

Organizational Readiness •  What is your company already doing in social (people, process, tools, reporting, policies) •  What social data do you currently capture on your customers? •  Develop social framework for taking action on response scenarios •  Discuss organization framework required to support process (hub & Spoke) •  Identify possible pilots project opportunities, champions, stakeholders



Social CRM - Planning Workshop

Opportunity Assessment – Sample Use Cases - For Stimulation

1.  Finding Customers and Prospects at “watering holes” 2.  Defend the Brand 3.  Monitoring reaction to marketing campaigns 4.  Manage events on social, before, during, after event 5.  Identify and activate key influencers 6.  Nurture peer to peer lead generation (referrers, testimonials, ambassadors) 7.  Gain valuable customer support insights from social channels 8.  Crowdsource innovation and feedback 9.  Harness innovation and product/service value from social channels 10.  Cross-share customer conversations, thought enterprise for better responsiveness 11.  Build awareness through conversation 12.  Engage with individuals to gauge response to idea 13.  Foster peer led customer support



www.mikemoir.com



This presentation was brought to you by Mike Moir. I help companies develop programs and design online experiences to build successful relationships with their audiences. I am a marketing strategist, web product

manager and social media professional. If you would like more information please contact me.