Leverage Social Media for Customer Interaction SB (1)

8/2/2019 Leverage Social Media for Customer Interaction SB (1)

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Practical IT Research that Drives Measurable Results

Leverage Social Media for Customer Interaction


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Consumers are rapidly adopting social media, yet adoption of social media by organizations is lagging.

Most organizations are struggling to define a business strategy for social media and are unprepared tolink it to their CRM strategy.

IT is unsure of their role and where they can bring value to the table.

Lack of coordination results in more manual, resource intensive processes that are difficult to measure.

Organizational use of social media can bring benefits to marketing, sales and service whenimplemented properly.

Social MediaSocial Media

channels

AssessOpportunities &

Strategize

Plan theImplementation

This document will help you understand:

Introduction


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Executive Summary Social media customer interaction opportunities exist for marketing, sales, and service gains.

Social media provides another channel for organizations to interact with their customers and

customers with each other. Consider social media as part of the current customer interaction strategy as customers will

continue to communicate via social media with or without you.

Link social media to existing customer relationship management solutions.

Integration can improve information accuracy, reduce manual effort and provide more in-depthcustomer insights.

IT has an important role to play in managing social media infrastructure and security.

Defining the goals and posting actual content lies with the business side.

Evaluate vendors in three distinct categories to make sound technology decisions.

Consider what goals you want to achieve prior to selecting social media services.

Determine if CRM vendors have begun to offer social media integration.

Alternatively, pure-play vendors provide social channel aggregators and managers.

Assess which social media opportunities exist for your organization, build your plan, test your theories,

and grow your interaction level based on your results. Secure privacy and integrity by managing organizational use of social media with a policy.


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Road Map

Strategize Opportunity Assessment Business Plan

UnderstandingSocial Media

Market Overview Value Proposition Role of I.T

Social MediaChannels

Facebook Twitter Linked-in YouTube Blog

Implement Project Planning Securing Privacy & Integrity


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Social media services facilitate thefoundation and propagation of user-

generated content. Social media services have experienced

explosive growth during the past fiveyears; consumers are flocking to outletssuch as Facebook, Twitter, LinkedIn andYouTube.

Social media is ubiquitous: consumers

can access social media services fromtheir computers, smartphones andtablets. This ease of access has furtherdriven social media adoption.

Adoption of social media began withyounger consumers, but sustainedgrowth is taking place across a range ofdemographic tiers, from young to old.

Social media is displacing traditional e-channels, such as e-mail, as consumerspreferred method of one-to-oneinteraction.

Businesses need to understand thatsocial media is an integral part of theircustomers lives.

Social media revolution: It is fast becoming the communicationmedium of choice across the globe

Social networking is nowmore popularthan e-mail* Global time spent on social

media is up by

82%over last year*

Last year,Tweets grew

1400%

Facebooks greatest

growth has come frompeople aged

35-49*

*Source: Nielson Online

Every minute,24 hours

of video is uploaded toYouTube

LinkedIn has users onevery continent


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Social Network users flock together to form communities ofpeople with similar interests

Social Networks create the

Friend-of-a friend (FOAF) trust model Social media outlets, such as Facebook,

Twitter, and LinkedIn, consist of extensive

networks of users who are self-organized

into groups and communities.

Users establish connections directly with

other users to form a personal friends

network.

Users also join groups and communities that

are organized around attributes such as

products, lifestyles, entertainment,

institutions, politics, and geographic

locations.

The Friend-of-a-Friend (FOAF) modelenables interactions beyond direct

connections.

Organizations need to be aware of the fact that customers are more likely to trust an opinion of aproduct or service of someone within their FOAF model than statements made by the company itself.


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The competitive landscape of business is changing thanksto use of social media

31%

50%

50%

53%

54%

55%

65%

78%

100%

69%

50%

50%

47%

46%

45%

35%

22%

0% 20% 40% 60% 80% 100%

Primary Industry

Manufacturing

Wholesale/Retail

Healthcare

Trans/Utilities/Comms

Financial Services

Business Services

Government

Education

Implemented Not Implemented

Social media implementation highest in educationand government organizations surveyed

Organizations are realizing the potentialvalue of social media; they need to be inthe same space as their customers andstakeholders.

Education and government organizationshave high deployment rates as they use

social media to connect with stakeholders,while adoption has been slowest in theprimary sector.

As with Web 1.0, firms vary in the degreewith which they embrace social media.

Organizational size has no impact ondeployment. Rather, those taking a wait-

and-see approach cited high perceivedrisks as the number one reason why theyhave yet to deploy social media.


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E-mailFace toFace

Phone Web

Customer Relationship Management

Marketing Sales Service

Communication Channels

Conversations Information

Customers

Multi-channel customer interaction is not a new concept toorganizations

In the last few years, new delivery and

interaction channel options such as e-mail,

chat, Web self-service, kiosks, bulletin

boards, and discussion forums have been

introduced.

Interaction management evolved as a

component of a larger CustomerRelationship Management (CRM) strategy

in to manage this new hybrid channel.

Organizations have been creating more

sophisticated market coverage models

employing hybrid channel interaction

strategies.

These models were optimized around

customers affinity for different channels

and the ability of different products and

services to be marketed, sold, and

serviced through these channels.


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E-mailFace toFace

Phone WebSocialMedia



Conversations & Information

Customers


Individuals are interacting with each

other and with organizations in the social

cloud.

Organizations must follow their

customers, prospects and partners into

this new world.

The lessons learned from integration of

1.0 e-channels should be leveraged as

organizations add the social media

channel into their overall customer

interaction management.

Social Media integration is not aboutrebuilding your CRM, It is merely another

module to be integrated with it.

Social media is a new channel where organizations interact withtheir customers and customers with each other


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Social media interaction is happening; whether you join inor you dont..

Although there are risks that need to be managed when participating, there are also risks to theorganization if they choose not to participate. Conduct an online search for Motrin Mom for a popular

example of the power of social media in the absence of company involvement.

Absence from social mediaparticipation may lead to thefollowing consequences

Brand image can now be heavilyinfluenced by the entire socialcloud, whether the companyparticipates or not.

Organizations can leverage boththe positive and negativefeedback for marketing, sales andservice.

IT plays a critical role insupporting the organizational useof the social cloud whileminimizing risks.

Social media is there whether we participate or not,

therefore participation on our company's part isn't optional.-CIO, Manufacturing

You can use the people who are passionate about yourbrand effectively, but at the same time, you have to bemindful that there will be others who will say things that youdont want. What are you going to do? How are you going

to deal with that?- Dr. Nicole Haggerty, Associate Professor

You have to know what the business model is in order todictate what you restrict and what you don't along with

knowing what the risk to IT and the infrastructureenvironment are.-Thomas Uyehara, IT Director, Independence First


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Social media has applications in marketing,

sales and customer service: Marketing: Social media can be used as

an inexpensive and highly effectivechannel for advertising and creating brandawareness with customers and prospects.

Sales: A number of social media servicescan be used to prospect for potentialclients.

Service: Social media can be used as anavenue for providing service to customers.

Achieving social media gains is possible inboth a B2C, B2B, and G2C context.:

B2C organizations can achieve gainsacross all areas.

B2B organizations can particularly benefitfrom customer acquisition and the abilityto build more meaningful relationships.

G2C, health care, non-profit and educationorganizations can leverage social mediaas an integral channel for effectivelyreaching out to stakeholders and citizens.

It serves multiple purposes:Marketing, Sales, and Service gains

6

2

6

10

13

7

12

14

31

39

39

38

38

56

55

53

17

24

16

20

15

20

8

12

46

35

40

33

24

18

24

21

0% 20% 40% 60% 80% 100%

Increasing revenue

Reducing cost o f service

Customer acquisition

Increasing customer retention

Gaining customer insights

Improving customer satisfaction

Increasing mind share

Building positive brand image

Fully achieved Partially achieved Did not achieve Not a goal

Social Media has demonstratedpositive influence on brand image

and customer share of mind


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Social CRM: influence of social media in collecting moreinformation and building better relationships

Social CRM is taking advantage ofedge infrastructure (social media)where we have access tocommunities of interest by linkingthem to the goals of ourinfrastructure (CRM) where we have

better controls and measures. Socialmedia strengthens the relationship inan environment where the customeris comfortable and familiar providingus an opportunity to bridge this trustinto our organization.- IT Director, Public Administration

Social CRM goes beyond simple databases of customer information - it actively seeks to capture and

analyze customer information and conversations that are available in the social media landscape.

Social CRM refers to the hybridizationand merging of social media withCRM.

Social media is a powerful tool forcommunicating with customers, butrelatively few organizations are linkingsocial media to their customer

relationship management. Social CRM is about using Web 2.0technologies to better understand,communicate with and servicecustomers.

Information is power, and social CRMaims to provide companies with themost complete picture of the customer

available.


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Lack of formality results in manual, resource intensiveprocesses that are difficult to measure

Sometimes social media initiatives are pursued in an ad-hoc manner rather than with a formalstrategy and setting up appropriate technical solutions.

Objectives are not clearly defined and efforts are in-coherent. In some instances, poor distribution ofresponsibilities causes confusion among people/teams.

A formal social media strategy quantifies the goals, provides operational guidelines for existing CRMstrategies and outlines ways to achieve them.

Software solutions that integrate with CRM technology reduce the resource intensive processesrequired for ongoing social media involvement and keeps projects on track by providing reportingmetrics.

Social media and CRM are often being donewithout a defined strategy

Many processes related to social media are being donemanually, despite the existence of software solutions


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Linking social media to existing customerrelationship management solutions canimprove information accuracy, reduce manualeffort and provide more in-depth customerinsights.

Several major CRM vendors are now offeringproducts that integrate with popular socialnetworking services (either natively or byproviding support for third-party add-ons)

For companies that have not formallyintegrated social media with customerrelationship management, IT should developthe business case in conjunction with theapplicable business-side partner (marketing,sales etc.).

Formally integrating social media and CRM technology pays offbig dividends in goal achievement

69

41

+68%

Software IntegrationNo Integration

Organizations that integrated their

social media and CRM technology withsoftware realized more of their goals

Social Media & CRM Technology


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11%

14%

20%

38%

40%

40%

62%

69%

26%

29%

35%

45%

19%

28%

24%

25%

64%

57%

44%

18%

41%

32%

14%

7%

0% 20% 40% 60% 80% 100%

Posting content to social media sites

Defining the goals of social media

Monitoring social media sites

Social media and CRM integration

Providing social media reporting

Social media content archival

Managing social media security

Social media technology support

IT Both Business

I.Ts primary role lies in providing

necessary infrastructure and identifyingand mitigating security concerns.

Archiving content, providing reporting,managing integration and monitoringsites may be joint responsibilities or heldby either side.

The push for adoption usually comesfrom the business (for example, themarketing or communications

department) and thus defining the goalsand posting actual content lies with thebusiness side.

I.T has an important role to play in managing social mediainfrastructure and security

IT manages infrastructure and security, whilesocial media goals and content are typically

handled by the business side

IT

Business


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Road Map


UnderstandingSocial Media

Market Overview Value Proposition Role of I.T

Social MediaChannels

Facebook Twitter Linked-in YouTube Blog



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Social CRM vendors fit into three distinct categories

Social CRM vendors can be categorized into three silos: social media services (i.e. Facebook,Twitter), CRM suites that feature social media integration (i.e. Oracle, Salesforce.com), and pure-play social channel aggregators and managers (such as TweetDeck and Socialware). Differentproducts from the three silos can be brought together to create a cohesive social CRM platform.

Social Media ServicesCRM Suites with

Social Media Integration

Social ChannelAggregators and Managers


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Social media services allow consumers to create, manage andshare content with each other

There are four main types of services: social networking, blogging, micro-blogging and

social multimedia.

Social Networking: Social networking services allow users to communicate with theirpersonal networks. These services rely on the friend-of-a-friend model of socialinteraction. Users can share a wide variety of information and media with one another.Prominent social networking sites include Facebook and LinkedIn.

Blogging: Blogs are websites that allow users to upload text entries and media. Entriesare typically displayed in reverse-chronological order, and often contain ongoing

commentary and discussion of recent events. Prominent blogging services includeBlogger and WordPress.

Micro-Blogging: Micro-blogging is similar to blogs, with the exception that writtencontent is typically limited to a set number of characters. For example, the popular micro-blogging service Twitter allows users to post messages up to 140 characters in length.

Social Multimedia: Social multimedia is an easy way for users to upload and sharemultimedia content (i.e. pictures and video) on a personal and community level. YouTube

is most popular for video sharing, while Flickr is common for sharing photo albums.

In many cases, each service does not fit neatly into each category. While Facebook isfocused on social networking, it also provides tools for sharing photo and videos.Conversely, YouTube includes basic social networking capabilities insofar as users canadd each other as friends. With minor exceptions, creating an account on a social mediaservice is free this makes using these services extremely cost effective.

Socialnetwo

rking

Blogging

Micro-

Blogging

Social

Multimedia


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Facebook is the worlds most popular social networking service; it

is an indispensable tool for connecting with your customers

13%

13%

30%

0% 10% 20% 30%

Service

Sales

Marketing

Facebook has the highest organizationaladoption of any social networking service

Launched in 2004, Facebook is now the worlds mostpopular social networking service, boasting over 700million users worldwide. If Facebook were a country,it would be the third largest in the world.

Users on Facebook can exchange messages, sharephotos and video, create event invitations and buildpages dedicated to specific topics or products.

Many companies have found that maintaining apresence on Facebook is essential for connectingwith both current and prospective customers.

As the sites popularity continues to grow, companies

must follow their customers to the service.

Companies are also monitoring Facebook to gatherconsumer thoughts and perceptions about theirbrands. The site can be an invaluable tool for gainingproduct marketing insights.


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Twitter is a versatile communication channel; the service isextremely useful for pushing out real-time information

Launched in 2006, Twitter is a popular micro-bloggingwebsite that allows users to post short messages upto 140 characters in length.

Users can follow one another on the site. When a

user updates his or her Twitter feed, a notification ispushed out to everyone following the account. Thismakes Twitter an indispensible tool for quicklydisseminating information.

Twitter has rapidly gained traction as a viable servicefor pushing out real-time updates about products andservices, corporate news and information bulletins.

Many organizations are opening Twitter accounts inorder to better communicate with their customerbases. Several forward-thinking businesses (such asDell) are now using Twitter as an additional avenuefor customer service.

13%

10%

22%

0% 10% 20% 30%

Service

Sales

Marketing

Although relatively new, Twitter has seenwidespread adoption by businesses


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LinkedIn is the business formal of social networking; the service is

valuable for B2B lead generation and prospecting

LinkedIn is a social networking service targeted atworking professionals. The site is geared towardsbuilding and communicating with professionalnetworks (as opposed to services such as Facebook,which emphasize staying in touch with family andfriends).

LinkedIn features group pages where users canassociate with one another based on characteristicslike career interest or alumni affiliation.

In addition to giving users the ability to createindividual profiles, the site also maintains severalcompany profile pages. Users can view companydetails such as industry and demographics.

The site features LinkedIn Answers, where userscan pose questions and receive answers from othermembers of the LinkedIn community.

LinkedIns rich collection of business profiles makes it

a valuable service for sales prospecting. The site isalso popular as a recruitment tool.

2%

7%

10%

0% 10% 20% 30%

Service

Sales

Marketing

LinkedIn is particularly useful for sales andmarketing, especially in a B2B context


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YouTube is the leading video sharing service; it is the unrivalled mediumfor building awareness through viral advertising

Since its inception in 2005, YouTube has rapidly grownto become one of the most popular websites in theworld. The service allows users to upload and publishvideo content free-of-charge. Content on YouTuberanges from home videos to movie trailers to viraladvertising campaigns.

User accounts on YouTube are referred to aschannels. The site provides comprehensive tools formanaging video content, including basic video andaudio editing.

The site provides a free analytics tool called YouTube

Insights that can be used to track the referrers and

demographics of those viewing a video. This makesthe site useful for gathering customer insights.

YouTube is extremely valuable for hosting videocontent such as viral advertisements; because the siteis free, hosting video content on YouTube is morebandwidth-effective than hosting it locally.

YouTube provides a channel for distributing videocontent for smaller organizations lacking the mediabudgets to purchase TV airtime.

4%

3%

11%

0% 10% 20% 30%

Service

Sales

Marketing

YouTube is used predominantly for raisingproduct awareness


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Blogs: from online diaries to global boardrooms where every thing frommanufacturing to marketing is discussed

Blogging started in the 1990s as online diaries. In 2011

Huffington Post, which became the largest blog in theworld was sold to AOL for $315 million. Blogging haschanged!

Blogging platforms such as WordPress and a web thatmakes sharing efficient and viral are transforming howwe produce, consume and engage with knowledge andinformation. Publishing is evolving to whole new levelthat is global, instant and multimedia.

Blogs offer a wide spectrum of information that is usedby corporations. From discussion panels and focus

groups to customer experience and sales promotions;there is virtually no limit to what a blog cannot address.

Blogs are used as feedback mechanisms for productsand services and produce real time results that can beused to improve a multitude of product aspects.

16%

25%29%

34%39%

43%

2007 2008 2009 2010 2011 2012

43% of US companies will beblogging in 2012


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Not all social networking services are created equal: some aremore useful than others for achieving certain goals

Domain Opportunity Facebook Twitter LinkedIn YouTube Blog

Marketing

Building Positive BrandImage

Increasing Mind Share

Gaining Customer

Insights

Sales

Gaining Sales Insights

Increasing Revenue

Customer Acquisition

Service

Customer Satisfaction Increasing CustomerRetention Reducing Cost of

Service

Different social media services are more effective than others for reaching different goals. For example,YouTube is useful as an avenue for distributing marketing campaigns, but its of substantially less use for

sales functions like lead generation.

Proven

Useful*

Potentially

Useful


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Incumbent CRM vendors are rapidly integrating social mediawith their solutions as they realize its potential value

Rapid adoption of social media by consumers has drivenmost large vendors of CRM solutions to integrate socialmedia functionality into their products.

Some vendors (such as Oracle) natively support socialchannels, while others (such as Microsoft Dynamics CRMand SugarCRM) are dependant on third-party tools (likeInsideView) to enable social media functionality.

While social media integration has been proceedingquickly, it is still a relatively new direction for most CRMvendors. As a result, integration hasnt reached full

maturity yet. This is an area where further developmentand refinement can be expected.

Due to the rapid adoption of social media by incumbent CRM vendors,the market for pure-play social channel aggregators and managers will

be smaller than the market for similar Web 1.0 services.

CRMS

uit

eswithSocialM

ediaIntegration


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Oracle has incorporated social media into itssales prospecting and automation solutions.

Currently, Oracles Sales Prospector On-Demand pulls potential clients from bothinternal and external data sources.

Third-party plug-ins allow Oracles SocialCRM suites to integrate with services like

LinkedIn, pulling contact information such asjob title and background.

Oracle leverages social media to

drive sales performance.

Salesforce.com provides

cloud-native CRM solutions.

Salesforce.com provides a comprehensivetool set for managing customer conversationsin social media space.

Salesforce can link to Facebook and Twitter.Currently, social media can be used as achannel for lead generation and salesmanagement, as well as customer service.

Oracle and Salesforce.com are leading vendors that haveintegrated social media into their CRM products


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Pure-play vendors provide social channel aggregators and managers that canbe used to harness the power of social media

With the proliferation of different social media services, a number ofvendors have begun offering pure-play social channel aggregators andsocial channel management solutions.

Social channel aggregators collate and summarize information fromseveral social media services (for example, Facebook and Twitter) andallow users to simultaneously update multiple social media accountsacross multiple services. This can be a tremendous time-saver for both

collecting customer insights as well as publishing information to socialmedia services.

Social channel managers are applications and vendors that provideservices for managing social channels. For example, social channelmanagers may monitor social media services for consumer thoughts andperceptions about a particular brand, or they may provide on-demandanalytics for tracking how consumers are clicking through to the firms

social media pages.

So

cialchannelaggregators

Socialchannelmanagers

Using a combination of social channel aggregators and managers cansimplify social media campaigns while accumulating useful analytics

and archiving content to meet security needs.


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TweetDeck aggregates feeds from severalpopular social networking services, anddisplays them in a unified manner. Thiseliminates having to continuously checkmultiple social networking sites.

Presently, TweetDeck supports Facebook,MySpace, Twitter and LinkedIn.

TweetDeck can also be used tosimultaneously update multiple user accountsacross several different services.

TweetDecks ability to aggregate and sortinformation combined with its updatefunctionality make it a versatile tool formanaging social media initiatives.

Socialware bills itself as the first socialmiddleware company, an accurate label

given the range of social channelmanagement solutions it provides.

Socialware Compass is a product that allowscompanies to implement and automate theirsocial media policies by providing internal

access controls, content archival and back-up, content moderation, and analytics formonitoring and tracking use of social mediausage.

Subscriptions to Socialwares services start

at $100 per month.

TweetDeck and Socialware are breaking new ground in the pure-play socialchannel aggregator and manager market

TweetDeck makes managing multiple serviceseasy by aggregating Facebook, Twitter & LinkedIn

Socialware provides numerous value-addedsocial channel management services


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Insource was looking for a tool to streamline their sales forces efforts to gather online information aboutprospects and customers.

They chose InsideView to aggregate information within SugarCRM in a meaningful way thatcomplements how they go to market. This enables Insource to expand client relationships, search fornew opportunities, and leverage data from social media for prospecting.

In addition to monitoring brand mentions and actions, InsideView compiles reference connectors thatlink Insources customers and prospects through LinkedIn, providing insight into relationships that may

be leveraged to increase sales.

Summary:

Insource is a business-to-business organization that provides labor and staffingsolutions to companies primarily focused on manufacturing and distribution.

They employ approximately 2,000 people. Instead of approaching social media as a task for individuals, they chose a

monitoring solution that enables their entire sales and business developmentteams to deliver a specific message.

Insource Performance Solutions uses InsideView to monitor and gatherinformation from social media channels

As we talk with prospects and customers were engaging in conversations that are relevant to them

because we are better informed.These tools are enabling sales and they also, in my view -and I dont think Im alone, help us serveour customers better.And anything that does that is a good investment on our part.- Chip Meyers, Sales Operation Manager, Insource


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Insource relies on InsideView within SugarCRM to providethe most complete picture of a customer

Information harvested fromsocial media channels isintegrated into client recordsfor easy access withoutthe manual task ofsearching across multiplechannels.

Monitoring company namementions provides insight

into your clients activities andthe conversations in whichthey are engaged.

I id Vi Li k dI di l h i i d


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InsideView uses LinkedIn to display the connections associatedwith members of Insources customer database

LinkedIn networkconnections are related toclients already in yourdatabase for easierprospecting.

R d M


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Road Map

Info-Tech Research Group 32


Understand MarketOverview

Value toOrganizations

ITs Role RiskMitigation

Compare Social Media Vendor Segmentation



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E-mailFace to

FacePhone Web

Social

Media



Conversations & Information

Customers


Social media opportunities exist in marketing, sales and service

Marketing

Sales

Service

1. Build Positive Brand Image

2. Increase Mind Share

3. Gain Marketing Customer

Insights

1. Increase Revenue2. Customer Acquisition

3. Gain Sales Insights

1. Improve Customer

Satisfaction

2. Increase Customer Retention

3. Reduce Cost of Service


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Social media can be effectively used for marketing

purposes when target customer segments overlap

user demographics.

The top 3 marketing opportunities are:

customers to improve brand image

and increase mind share


Customers

Social Media



Marketing

Interaction Goals:

Positive Brand Image

Increased Mind Share

Customer Insights

Positive Brand Image: Organizations can use social

media to promote a positive brand image. This is

particularly important for organizations generally

vulnerable to negative press or consumer discontent.

Increased Mind Share. Social media can reach large

audiences at very low monetary cost, giving

organizations another medium to promote their

organization/brand to increase awareness. Related

Research: Getting Social with E-Mail Marketing

Campaigns

Customer Insights: Users discuss experiences with

products/services via social media. Monitoring social

media can provide valuable feedback on your

products as well as on those of competitors for

product intelligence.

1

2

3
http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639


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Social media can be exploited for a variety of

sales purposes when acquisition and sales can

be linked to existing sales processes.The top 3 sales opportunities are:

customer acquisition and revenue

generation


Increased Revenue: An additional channel for

organizations to provide product and service

information that can convert consumers researching

a product/service into a sale or encourage future

purchases with coupons.

Customer Acquisition: Social media can be exploited

for lead generation, particularly by leveraging the

FOAF model in B2B scenarios. Many CRM Vendors

are linking platforms like LinkedIn and Facebook to

its sales automation software to enable sales to

leverage referrals through their business andpersonal networks.

Customer Insights: Consumer buying behaviors and

patterns can be gathered by monitoring social media

sites and then used to design sales delivery models.

1

2

3

Customers

Social Media



Sales

Interaction Goals:

Increased Revenue

Customer Acquisition

Customer Insights


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Social media provides another channel for

organizations to respond to customer

inquiries or service issues.

The top 3 service opportunities include:

media to provide more meaningful service

and support for satisfaction and retention


Improving Customer Satisfaction: Customers that

receive more timely and personal service in the

medium that they prefer will be more satisfied.

Increasing Customer Retention. Using social media

with customers builds barriers to exit since customers

are engaged using a medium they prefer something

the organization needs to offer to remain

competitive.

Reducing Cost of Service: Organizations use social

media to quickly and efficiently respond to customer

service issues. The answer to the problem can be

public, making it searchable by other customers that

have the same request.

12

3

Customers

Social Media



Customer Service

Interaction Goals:

Improving Customer Satisfaction

Increasing Customer Retention

Reducing Cost of Service

implementations


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Area of

OpportunitySocial Media Goals

Marketing Build a positive brand image

Marketing Increase mind share

Marketing Gain customer insights

Sales Increase revenue per customer

Sales Acquire customers

Sales Gain customer insights

Service Increase customer retention

Service Increase customer satisfaction

Service Reduce cost of serving customers

The following slides provide social media cases at avariety of organizational types. Each case is evaluatedusing Info-Techs social media scorecard to help you

understand how success looks for differentorganizations.

We evaluated four organizations across all major socialmedia platforms:

Dell

H & R Block

Scripps Health

State of Vermont

The effectiveness of their social media campaigns isdirectly related to goals in the social media scorecard.

We also looked at exemplary cases in individual socialmedia channels:

The Coffee Groundz (Facebook)

CME Group (Twitter) Zappos (Twitter)

BooneOakley (YouTube)

Control Engineering (LinkedIN)

The Social Media Scorecard:

implementationsacross the nine social media opportunity

areas


These cases are meant to illustrate how social

media can be applied to a variety of

organizations. An opportunity assessment

follows so that you can determine what areas

exist for your specific situation.
http://www.dell.com/http://www.hrblock.com/http://www.scripps.org/http://www.vermont.gov/portal/http://www.vermont.gov/portal/http://www.scripps.org/http://www.hrblock.com/http://www.dell.com/


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Dells page includes an app that enables a user to configure a custom laptop, share the resulting product,and then connect seamlessly with Dells online store.

Also includes an app that connects Facebook fans directly with Dell customer service.

27 Twitter accounts include geo-targeted offers for consumers, offers for business, tech support,customer support, and customer insight aggregation.

They engage in extensive brand monitoring and customer engagement.

The videos on Dells YouTube channel have been viewed over 4.3 million times. Videos are created for both consumer and business audiences, and are used cross-platform with

integration into Facebook and referrals from Twitter.

Dell uses LinkedIN for employee collaboration and communication as well as recruiting for globaloperations. Groups for Dell Certified Specialists are open for networking and discussion.

Cross-platform summary:

Dell Inc. is a multinational information technology corporation that develops, sells and supports

computers and related products and services.

They are extremely successful across all platforms.

Their focus is on driving sales and building relationships through enhanced customer service.

One of the most notable companies to successfully monetize their initiatives, Dell reported achieving

$3 million in revenue directly through Twitter since 2007.

other social media campaigns are

measured


li l


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online sales

and customer service


Generate brand awareness through

community endorsement by building

apps that are easy to share.

Increase sales with direct integration of

the app and your online store.

A dedicated support team is

recommended to ensure timely

responses to service requests.

Our testing with Dell revealed response

times ofthirty minutes or less.

Dells Twitter streams drive sales and


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Dell s Twitter streams drive sales andprovide customer service


Measure conversion from each social media

source by providing links to tracked landing

pages.

Analytics through a URL -shortner such as

http://bit.lyoffer insight into clickthrough

rates.
http://bit.ly/http://bit.ly/


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Social Media Goals Associated Activities Achieved

Building positive brand imageExtensive brand monitoring and rapid response to potentially

inflammatory comments

Increasing mind share Outreach activities that keep Dell top-of-mind

Improving customer satisfactionAuthority granted to CSRs to resolve customer issues via Social

Media

Gaining customer insights Aggressively solicit customer opinions

Increasing customer retention Maintains focus on conversation post-sale

Increasing revenue per customer Uptake on special offers is high

Customer acquisition Seamless integration with online store

Reducing cost of servicing customers Unknown; customer service and sales are dominant drivers ofDells strategy

Dells approach of incorporating sales, marketing/branding, and customer service into their social media initiatives makes th eir campaigns remarkably successful.

produces wins for marketing, sales, and

service


Many of your prospective buyers may already be using web channels; if you neglect to address those

customers using social media, your audience is likely to choose a competitor who is established in

this space.

Info-Tech Insight:

H&R Blocks approach to social media is


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H&R Blocks Facebook page has over 14,000 fans and is built around customer service and clientengagement.

They have created apps that are interactive, informative, and easy-to-share.

Reps quickly and directly respond to both positive and negative comments posted on their wall.

H&R Block uses Twitter as a powerful customer service tool, engaging in brand monitoring to ensurethat no mention of H&R Block goes unanswered.

Multiple customer service reps are authorized to use this account to create one stream of ongoing

support.

Branding and marketing are the primary objectives of H&R Blocks YouTube channel.

Their videos, a combination of commercials and instructional videos, have been viewed over 1.7 milliontimes.

They have also completely customized the YouTube interface to be branded consistently with theirwebsite.


H&R Block is a tax preparation company in the United States claiming more than 22

million customers worldwide. They operate offices in Canada, Australia and the United

Kingdom.

H&R Block relies on social media as an avenue for providing comprehensive customer service.

They interact with customers by answering tax questions and offering advice.

They are quick to address and resolve negative experiences people are discussing via social media.

H&R Block s approach to social media is

driven by service


and


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and

motivates users to share content


Use the tabs of your page as a mini-

website that addresses user

experience first and branding

second.

Make your tabs relevant to the

problem your customer is trying to

solve.

Creating a quiz and adding it to yourpage requires no special

programming ability.

This is a quick way to provide fans

with an interactive experience while

promoting your brand in their news

feed.

oc answers ques ons an so ves


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oc answers ques ons an so vescomplaints via Twitter


Direct messages can only be seen by the

sender and recipient.

Communicate via DM sparingly, or when

sensitive information is being shared, so

the rest of the community can see how

engaged and attentive your organization is.

Number of followers is an obvious metric

but often is not the meter by which success

on Twitter should be measured.

Monitor mentions of your brand so you can

address comments or concerns whenever

people are tweeting about you, whether

they are a follower or not.

H&R Block successfully achieves marketing


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Building positive brand imageExtensive brand monitoring and rapid response to negative or

damaging remarks to alleviate potential brand impact

Increasing mind shareSocial outreach activities that keep H&R Block top-of-mind when

customers are searching for tax advice/information

Improving customer satisfactionAuthority granted to CSRs to resolve customer issues via Social

Media

Gaining customer insights Provide opportunities for customer interaction and solicit opinions

Increasing customer retentionTimely responses to customer questions increases the likelihood

of repeat business

Increasing revenue per customerRevenue affected indirectly through customer satisfaction;

initiative is not sales-driven

Customer acquisitionUnknown; although unproven, it is likely that positive branding

will affect customers not already engaged

Reducing cost of servicing customersUnknown; customer service is the driver behind H&R Blocks

strategy

H&R Blocks extensive brand monitoring and employee customer service outreach make social media a powerfultool to reach current and potential customers, as well as increase mind share.

H&R Block successfully achieves marketingand service goals


Organizations whose primary social media driver is improved service can still leverage customer

interaction to increase customer acquisition through shareable content and viral special offers.

Info-Tech Insight:

cr pps ea uses soc a me a o connec


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Scripps Healths Facebook page is intended for both employees and patients.

The comments on their wall include open-ended discussion questions about medical issues with

responses from employees to encourage debate, as well as posts highlighting employee contributions

and achievements.

Scripps Healths twitter account has over 5,000 followers.

A recent sample showed that approximately 50% of their tweets are in direct reply to someone who has

mentioned Scripps Health in a tweet, with the remainder split between sharing company news and

promoting local events.

The videos on Scripps Healths YouTube channel have been viewed more than 79,000 times and offer a

combination of health care news, patient stories, and company news and PR. They have created a YouTube group for health-care professionals, a technique that shows promise in

connecting similar-minded organizations for the purpose of increasing visibility.


Scripps Health is a nonprofit health care system based in San Diego, California.

The system includes four hospitals and 19 outpatient facilities, and treats a half-million

patients annually through 2,600 affiliated physicians.

The social media strategy employed by Scripps Health is centered on inviting conversation between patients andemployees, fostering community and generating positive branding opportunities.

cr pps ea uses soc a me a o connecpatients and employees


I do consider [our social media efforts] successful, and growing more so everyday. It's a slow process,

but there have been numerous examples of patient experiences that have been made better because we

were listening, and then reaching out.

- G. Anderson, Marketing & Communications, Scripps Health

cr pps ea t s ace oo page encourages


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cr pps ea t s ace oo page encouragespatient interaction


Raise the profile of your

organization for visitors to your

Facebook page by highlighting

employee contributions and

company news.

Encourage employees to become fans

of your page and contribute to the

discussion to enrich the patient

experience.

Leverage your content across social

media platform by syndicating content

via RSS.

cr pps ea u s commun y on


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cr pps ea u s commun y onTwitter and YouTube


Encourage employees who are tasked with

manning your social media initiatives to

inject personal comments to add dimension

to the conversation. People follow/friend

other people, not organizations.

Customer (patient) stories and

testimonials posted on your

YouTube channel are a natural fit

for social media and should be

shared with your fans/followers

across all social media channels.


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Building positive brand imageFocuses on community activities and positive contributions by

employees

Increasing mind shareSeeks out people who are discussing Scripps Health and initiates

conversation, highlights positive comments

Improving customer satisfactionThe team manning their social media initiatives is able to provide

conflict resolution or refer to someone who can

Gaining customer insights Offers insight into community needs through open discussion

Increasing customer retentionLittle indication of follow-up with patients past the initial

conversation

Increasing revenue per customer Building awareness and employee retention are more significant

Customer acquisition Unknown; recruiting given high priority

Reducing cost of servicing customersUnlikely; numerous comments from patients are initiated becausethe medium is available and are unlikely to have prompted a phone

call or other contact

Scripps Healths use of social media to connect patients and employees creates opportunities for effective conflictresolution and for positive branding within their community.

care

social media strategy


Building community via social media helps connect patients and health care support services for

improved patient satisfaction.

Info-Tech Insight:

media conversation


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Official Vermont marketing pages have been created around tourism and state parks, with 3,000 to5,000 fans.

The unsanctioned Vermont fan page has over 21,000 fans who are passionate about sharing theiropinions. They are a very engaged community that should be leveraged and not excluded from officialcommunications.

Two notable official Twitter streams (VermontGov and VermontTourism) are run by their respectiveagencies, with the official account having almost 1,800 followers. This account is used purely as abroadcast medium.

Vermont Tourism has 4,400 followers, is following 3,500 people, and is actively engaging in two-wayconversation as well as promotion.

The videos on Vermont Tourisms YouTube channel have been viewed over 17,000 times.

Videos include traditional television commercials and long-form promotional videos created specificallyfor this medium.

In addition to casual browsers, the channel has 59 followers who are attentive and interested: onerecent video garnered 25 views in the first three hours .


The State of Vermont employs over 7,000 people.

It had to deal with social media initiatives that were being created independently and without standardprocess.

Their audience was already interacting with non-sanctioned pages and accounts. While the conversation

happening in the social arena was largely positive, it did not leave recourse in the event of questionablepostings.

The state CIO worked with the Chief Marketing Officer to develop a plan for official pages that includeadministrators who monitor communications for objectionable content 365 days a year.

media conversation

for marketing gains



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Note: This is a fan page in the

original sense of the word: thispage was created, not bygovernment agencies, but by a fan.

overshadowed

by a pre-existing fan page


Harness the motivation of

independent fans who are

inclined to help you withpositive branding.

Acknowledge their efforts even

when they lie outside your

official strategy.

Having a sanctioned and official

page satisfies your need for

quality control, but gaining

customer insight is easier when

the conversation is already

started.

id d ff i hi h li it it


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one-sided affair, which limits its

effectiveness


The absence of RT (re-tweet) or

@name tweets indicates that this

account is not interacting with anyone.

Use Twitter as a communication

facilitator, not a broadcast medium for

press releases.

Following a low number of people

limits the amount of noise you haveto filter when interacting with your

audience.

This is common when a Twitter

account is automated to publish

updates (via RSS, for example)

Info-Tech Insight:

Limiting the amount of interaction

you have with your audience also

restricts the benefits you can

expect when participating in social

media.

h


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Building positive brand image Actively positioning Vermont in a positive light

Increasing mind share

Social media content is increasingly showing up in search engines,

so it is probable that someone searching for Vermont will also

have access to this content

Improving customer satisfaction When present, fan/follower interaction is prompt

Gaining customer insights Conversation is largely promotional

Increasing customer retention Focus is on brand building

Increasing revenue per customer N/A

Customer acquisition Interactions are occurring with current fans and followers

Reducing cost of servicing customers Unknown; savings may be present if social media is replacingtraditional advertising

Limiting the amount of interaction they have with their audience also restricts the benefits Vermont can expect

when participating in social media. They have a solid foundation on which to build.

approach

for positive branding


Info-Tech Insight:

Developing a social media presence is not an all-or-nothing endeavor. Assess each medium on its own

merits and dedicate resources accordingly.

The Coffee Groundz gives their audience an


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Social Media Goal

Positive brand image

Increased mind share

Increase customer satisfaction

Gain customer insights

Increase customer retention

Increase revenue per customer

Acquire customers

Reduce cost of serving customers

The Coffee Groundz is a small business in

Houston, Texas. It has built a strong Facebook

following by promoting in-store and communityevents, along with advertising exclusive special

offers for Facebook fans.

They currently have over 1,650 fans.

Their fans are extremely active, posting photos

and videos of events hosted at The Coffee

Groundz.

The Coffee Groundz gives their audience anonline gathering place on Facebook


Encourage participation and feedback

by publishing photo/video

contributions on

your wall.

l ti i i


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Social Media Goal







Acquire customers


With over 750,000 followers, CME

Group tweets about global economic and

financial news. They are diligent about

responding to their followers and engaging in

conversation despite the volume of tweets.

They have posted an impressive 6,600 tweets

and have empowered their employees to work in

a variety of Twitter clients, including HootSuite,

TweetDeck, Twitter for Blackberry, and

OpenBeak.

relative in size

to their number of followers


Reciprocate positive sentiments by

calling out by @name those who are

contributing to your conversation.

.T itt d di t d t t i d


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Social Media Goal







Acquire customers


Approx 500 Zappos employees are on Twitter,

including the CEO, tasked with providing

exceptional customer service and positive brand

representation.

Customers can talk directly to a customer service

representative about a previous, current or

future purchase, issues with the Zappos.com

website, or ideas for future products and

improvements.

.Twitter dedicated to customer service and

retention


Be transparent about who is tweeting.

Zappos.com CEO, Tony Hsieh, has gained

over 1.6 million followers by being open

about his position and sharing unvarnished

thoughts about his company.

YouTubes interactivity


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Social Media Goal







Acquire customers


Ad agency BooneOakley has taken the

interactivity potential of YouTube and turned it

into their website.

www.BooneOakley.com points to their main

YouTube video, which utilizes the Flash

component of YouTube to link to other videos

that correspond with the different traditional

pages of their website.

YouTubes interactivity

that go virtually untapped by most users


Create collateral that takes advantage of the capabilities

of each medium.

BooneOakleys site demonstrates the capabilities

YouTube has to transform videos into full-fledged web

content that interacts seamlessly with other components

of your website.

to connect


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B-to-B magazine Control Engineering built a

community for engineers that focuses on

members' needs for expertise and in-depthadvice, both from their peers and from easy

access to editorial content.

The most interesting discussions were then used

as articles in their print publication, which

encouraged subscribers to find and use the

LinkedIn group.

to connect

and discuss, not to sell


Social Media Goal







Acquire customers


Start a discussion that sparks interaction with

your employee representatives.

If your group gets off track, moderate with

discretion. You may still find valuable insights in

the conversation.

exist for your organization with Info Techs


59/66

Info-Tech Advice:

1. Remember that departmental goals

will overlap; gaining customer

insight is valuable to sales,

marketing and customer service.

2. The social media benefits you can

expect to achieve will evolve as your

processes mature.3. Often, organizations jump into

social media because they feel they

have to. Use this assessment to

identify early on what your drivers

should be.

Not all organizations will strive to achieve results

in all three areas of opportunity. Use Info-Techs

Social Media Opportunity Assessment Tool to

determine, based on your unique criteria, where

opportunity exists for your organization in

marketing, sales and service.

exist for your organization with Info-Tech s

tool


management strategy and achievable
http://www.infotech.com/research/social-media-opportunity-assessment-toolhttp://www.infotech.com/research/social-media-opportunity-assessment-tool


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Info-Tech Advice:

1. Include 2-3 business stakeholders and one person

from IT in the creation of the business plan.

2. Use this framework to quick-start your projects at

the same time that the strategy is being developed.

3. Your social media strategy may be used across many

customer interaction management-related projects.

This document is intended to mature and grow with

subsequent projects.

4. Identify both the potential gains as well as the risks

of social media, and how you plan to mitigate those.

Use the results from the opportunity assessment tobuild a Social Media Business Plan for theenterprise. Document business justifications forspecific near-term customer interactionmanagement-related projects.

a age e t st ategy a d ac e ab e

opportunities in Info-Techs business plan

template


Info-Tech Insight:If the term social media carries a negative connotation in your organization, then terms like customer channel

strategy or customer interaction management could be substituted.

d
http://www.infotech.com/research/social-media-business-plan-templatehttp://www.infotech.com/research/social-media-business-plan-template


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Road Map



Understand MarketOverview

Value toOrganizations

ITs Role RiskMitigation

Compare Social Media Vendor Segmentation


, ,i t ti l l b d


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, ,grow your interaction level based on your

results


Dont jump into social media all at once; build your plan in stages.

Example Social Media Implementation Timeline

One-sided interactions Multi-faceted conversations

Begin by building your

Facebook fan page and setting

up your Twitter account Focus on following other

people, joining groups, and

locating your customers wherethey are using social media

Build your following by posting

relevant information, asking

questions, replying to brandmentions

Establish your presence on

LinkedIn by creating a discussion

group

Create a YouTube channel and

post videos link to and fromother social media accounts

Aggressively seek out brand mentions

and provide conflict resolution

Integrate social media sales effortswith your website

Social channel manager or aggregator

implemented to integrate with CRM

suite

Advertise your social media presence

in all other collateral: your website,

brochures, business cards, etc.

Little to no measurable benefitsBenefits become visible for

marketing and service

Sales, marketing, and customerservice benefits are seen and

measured

t l t t k lti l d t t


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Info-Tech Advice:

1. If you cannot assign FTEs to social media

activities, be sure to clearly outline timeexpectations of part-time social media reps.

2. Provide a framework for obtaining and reporting

metrics and project successes.

3. Be prepared to evaluate frequently and reassign

priorities as your project progresses. Your

audience will tell you which opportunities will be

most successful (sales, marketing, and/or

customer service).

A social media project is a multi-departmentalundertaking that must be managed well to besuccessful. Document the process in Info-TechsSocial CRM Project Charter Template to ensureproject success.

template to keep multiple departments on

the same page


Due to the rapidly changing nature of social media, project requirements need to be both well-defined and

flexible.

Info-Tech Insight:

organizational use of social media with this
http://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-crm-project-charter


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Info-Tech Advice:

1. Separate employee use of public social networks for

personal purposes from official employee use of these

networks for business purposes.2. Establish guidelines for privacy settings in user profiles

on public social networks aimed at consumers

(Facebook, MySpace and Friendster).

3. Prohibit installation of additional applications from a

public social network platforms application partners

without IT approval.

4. It is the responsibility of the business unit to monitor

individual group member activity.

The use of external social media within organizations for

business purposes is here to stay. The risk of inappropriate

information transfer between personal and business

contacts must be mitigated by implementing Info-TechsSocial Media Acceptable Use Policy.

organizational use of social media with this

policy


Tools to establish barriers between personal and private networks and tools to centrally manage accounts are

only beginning to emerge. Start with the implementation of a paper policy.

Info-Tech Insight:

Conclusion
http://www.infotech.com/research/social-media-acceptable-use-policyhttp://www.infotech.com/research/social-media-acceptable-use-policy


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Social media is not a new world: its an add-on to existing channels.

Youve always been communicating with your customers and social media

provides another medium to leverage.

Integrating social media and CRM technology is crucial to achieving goals.

ITs primary role is managing social media infrastructure and security

The technology decision involves evaluating vendors in three distinct

categories: social media services, CRM suites, and social channel

aggregators/managers.

Determine what social media opportunities exist for your organization in

marketing, sales and service.

Leverage current real-world implementations for lessons learned.

A social media implementation is a multi-department undertaking that

should be managed with a business plan and project charter. Your social media plan should be built in stages.

Conclusion


Appendix


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Tools & Templates Associated with This Solution Set:

Understand

Leverage Social Media for Customer Interaction(Video)

Strategize

Social Media Opportunity Assessment Tool

Social Media Business Plan Template

Implement

Social CRM Project Charter

Social Media Acceptable Use Policy

Related Research:

Customer Interaction Management in a Web 2.0 World

Public Social Networks for Business: Is a FOAF a Foe?

Four Companies Benefit from the Friend of a Friend: A Social Networking Saga Getting Social with E-Mail Marketing Campaigns

Social Networking and Recruiting: Reap the Benefits; Reduce the Risks

Appendix
http://www.infotech.com/research/leverage-social-media-for-customer-interactionhttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-media-opportunity-assessment-toolhttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-media-business-plan-templatehttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-media-acceptable-use-policyhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/public-social-networks-for-business-is-a-foaf-a-foe?nav_id=2639http://www.infotech.com/research/public-social-networks-for-business-is-a-foaf-a-foe?nav_id=2639http://www.infotech.com/research/four-companies-benefit-from-the-friend-of-a-friend-a-social-networking-saga?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/social-networking-and-recruiting-reap-the-benefits-reduce-the-risks?nav_id=2639http://www.infotech.com/research/social-networking-and-recruiting-reap-the-benefits-reduce-the-risks?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/four-companies-benefit-from-the-friend-of-a-friend-a-social-networking-saga?nav_id=2639http://www.infotech.com/research/public-social-networks-for-business-is-a-foaf-a-foe?nav_id=2639http://www.infotech.com/research/public-social-networks-for-business-is-a-foaf-a-foe?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-media-acceptable-use-policyhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-media-business-plan-templatehttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-media-opportunity-assessment-toolhttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/leverage-social-media-for-customer-interaction

Documents

Leverage Social Media for Customer Interaction SB (1)