MS Dynamics CRM and social networks

2009/12/16 | Petr Čermák

Social media - no more buzz

● Hey Dad , what do you mean you need my e-mail address?

Social media skyrocket grow

● 2,5 mil visits per month (all together 3rd most visited site after Google and Yahoo)

● 133 mil blogs with 900 ths. post per day

● 75 billion video streams to 375 million people

● 150 mil unique bookmarked URL

What’s changed

Product Price

Place Promote

Traditional

marketing

Content

Context

Connection Community

Social Media Marketing

Social Media (definition) – Use of technology to

Participate Know Like Trust

Social media in glance

Micro bloggin

gSocial

networks

Social Bookmarking

Social Search

Blogging

Community Forums / Chat Rooms

Company Web Sites

Web Portals

Personal Pages

On line news

RSS feeds

Web 2.0 the "participatory Web“

Web-as-information-source

Community

Connection

Context

Content

CRM Domain

Social networks next gen. CRM ?

SERVICE• Contact management• Activity management

SALES• Opportunity

management

Social Networks• Contacts details• Preferences & Opinions• Relationship

MARKETING• Campaign over social media

• Brand awareness

Lead generation

Market analysis

Channel management

Premium features:- search and organize other profiles - save searches like „marketing list“- capture all interactions with contacts- develop custom apps

Opportunities :- Tracking preferences, trends an behavior- Assessing brand loyalty- Target group according tags and selected criteria

A new communication channel

CRM – channel /campaign managementIndirec

t

Adds

TV and other media

BlogsSocial

Networks

Direct Channels

Appointment Call Mail/Fax

e-Channels

e-mail /SMS

Corporate Portal

Partners portal

Community portal/forum

s

Social Networks

Social media and Marketing● Increase brand awareness

Launching online marketing programs that engage social customers in their preferred environment.

● Utilize social network as new communication channelSeamlessly tracking responses and leads generated from online marketing efforts.

● Market analytics● Analyzing message effectiveness by measuring

impressions, replies, and other key metrics. ● Gaining instant visibility into brand health● Identify the important online influencers and

complainers.

Social media and Sales● Connect with new prospects

● Identifying prospects by focusing on conversations and topics relevant to the product or service.

● Better measuring the online influence of each contact based on follower counts and postings.

● Leveraging online career information to better understand the contact or decision maker.

● Engage in more relevant discussion ● Viewing social networking conversation history within the customer

system of record.● Instantly seeing a social networking profile for each contact for a more

holistic customer view.● Creating new contacts in Microsoft Dynamics CRM from social

networking contacts.● Easily creating an opportunity in Microsoft Dynamics CRM directly from

social networking sites.

● Understand your customers● Sorting incoming messages by account, status, and other

criteria for greater relevancy.● Analyzing interests and discussion threads to hone in on key

trends.● Better tracking relevant professional events such as job

changes and promotions.● Leveraging interests and discussion threads for more

relevant conversations.

Social media and Service● Early warning system for

product issues ● Proactively monitoring social networks for key words,

complaints, and issues relating to a brand.● Monitoring chronic complainers to identify top potential

service issues.

● Efficient communication channel● Leveraging the power of community-driven support as an

additional channel.

● Tap into new feedback channels I● Tracking feedback by monitoring and participating in

customer communities.● Identifying the most talked-about issues and using them

for improvement in products and services.● Creating a mechanism to elicit feedback from customers

and creating an idea repository.● Conducting aggregate analysis and identifying key

customer service trends and patterns.

Technical integration scenarios with MS Dynamics CRM

I. CRM Mush up like extension

III. MS Dynamic

CRM Accelerators

II. Utilizing social

networks API or Apps

Possible integration scenarios with CRM I● CRM Mush up like extension

● Wrapping relevant content from social network in CRM

● Appropriate public LinkedIn /Facebook /Twitter profile can be visible part of CRM Contact/Account entity.

Just create iFrame with proper URL properties (twitter.com/search/user?q=<accountName>) or OnLoad script .

Possible integration scenarios with CRM II● CRM Integration via Facebook Connect

● Access to contact information including relationships

● Sharing content between profiles via personal messages , newsfeeds.

● Customers can submit suggestions, inquires and complaints directly to CRM through Facebook

● Define target clients in CRM and approach them via marketing campaign through Facebook

● Integration technically :● Register yourself in Facebook (

www.facebook.com/developers/createapp.php)● Create Facebook apps ● Create cross domain communication page for call back to FaceBook

Apps.● Integrate with CRM via iFrame

Possible integration scenarios

Possible integration scenarios with CRM III● CRM Integration with Twitter – CRM

accelerator

● Monitor and analyze conversations, ● Identifying and tagging public online conversations about their

product, brand, and industry ● Generate messages – Tweets/ Statuses directly in CRM● Identity influential people, and participate in the conversation● Identifying prospects by focusing on conversations and topics

relevant to the product or service. ● Tapping into social networking contacts to jumpstart “warm” lead

generation efforts.

● Integration technically :● http://crmaccelerators.codeplex.com/Release/ProjectReleases.aspx?Relea

seId=29979

The world of Twitter● Tweet - your 140 char post● Handle - your twitter name● Follow – add in list of people you are

following, their tweets art visible on your homepage

● Replies – received direct tweet on your handle

● Retweet- you show someone tweet to your followers

● DM - your direct messages to someone● Hashtag - tweet categorization, essential

for search and filtering

Twitter Integration scenariosSend outbound

messages (statuses)

directly from CRM

TWITTER Retrieve replies and re-tweets

Retrieve user details such as follower counts

from Twitter

Categorize inbound

messages (with a positive, neutral or

negative rating)

Convert social networking data

into leads, contacts and

cases

Analyze the social

networking data in CRM through

dashboards

Derive customer opinions and

trends

Determining who the key

influencers or detractors are

for your organization

Twitter Integration I

Twitter Integration II

Twitter Integration III

Social media marketing specifics● Integration● Amplification

● Beware often you can have only on “one shot“

● Leads Generation ● „No selling allowed“ culture● Awareness creating via valuable content● Permission based play (to sell somebody)● Observe who is looking for help in your

specific product / service focus (Twitter Advance Search)

● Repurpose● Learn

Petr Cermak

http://twitter.com/petrcermak

Experienced Program manager , Architect and Technology evangelist with long track record of innovative consulting and IT projects .Currently working as Business Solutions Architect at Microsoft.

His areas of interest includes: Promoting the XRM like next CRM concept and PaaS Process and IT Governance consulting (ITIL, MOV, MSF) Project management and best practices (PMI,Scrum) Enterprise Architecture (TOGAF, MOTION, Zachman] Application integration adoption and strategy (SOA) Cloud computing (MS Azure, MS Live services ..)

http://cz.linkedin.com/in/cermakpetr