Social Media / Social Networking A new world or just better business ?
Being social is an essential part of your CRM strategy
Are you being social with your customer relationship management strategy ?
On the menu …
How we interact with our customers & why Overlaying that thinking into our strategyA customer who loves our approachOur recommendations, based on our activities
Information Exchange
VendorProspect
Product/Company
Ongoing Dialog
SearchNewsgroups & Communities
Opinion Leaders
Competitors
Prospect/Vendor Information Exchange
Information
Time
Vendor Managed Influence
Non-Vendor Managed Influence
5
Our credentials
• Social media is a major part of our marketing activity
• We ran the first integrated social media campaign on LinkedIn
• We run blogs, Twitter feeds, Facebook groups and YouTube channels
• We monitor what’s being said about us, where, when and by whom
• We use web analytics to evaluate our performance
• We integrate social media into our search strategy
Social Profiles
How we interact with our customers & why Overlaying that thinking into our strategyA customer who loves our approachOur recommendations, based on our activities
On the menu …
CRM Technology Strategy
Interoperability Connected Front /Back Office
Anywhere WorkforceExperience
Indi
rect
/
Con
text
ual
Inpu
t
Indi
rect
/
Con
text
ual
Inpu
t
Application C
ontextA
pplication C
ontext
Context Aware Service
Travel plans for next
week
New Opportunities / Contacts I
have not met
Zoominfo & Linkedin are trademarks of Zoom Information Inc & LinkedIn Inc
How we interact with our customers & why
Overlaying that thinking into our strategyA customer who loves our approachOur recommendations, based on our activities
On the menu …
“Sage is the best company ever”
How we interact with our customers & why
Overlaying that thinking into our strategy
A customer who loves our approachOur recommendations, based on our activities
On the menu …
Social Media Patterns
A synthesis of our experiences for you
Overview
6+ month tracking of data on 14 accounts on the following Social media sites:
• Twitter• Facebook• LinkedIn• Blogger
Items viewed
• Twitter− Following – follower ratio− Followers over time (looking for spikes in counts)− Content pieces or actions that could account for follower spikes
• Facebook− Friend total− Frequency of wall postings (combined)
• LinkedIn− Group development − Content/membership ratio
• Blogger− High traffic blogs – frequency of posts− Content review
Analysis
• Most large following nodes are topic-centric• Promotion of site heavily influenced by traditional media• Content is less of a viewership driver than marketing
Analysis /2
• Authors typically interact with < 50 members • Authors have frequent interaction with 2-6 members• Avg weekly posting – 6 new posts + 10 comments
− Initially posting counts are high while viewership is low.− As viewership increases net new postings drop significantly − Comments increase
What works for us …
• Create topic-centric themes • Promote, promote, promote the community site(s)• Keep the conversation flowing – but don’t over-post• Engage any members who interact with us
• Engage for us means ….
NetworkAttract around common interest
CommunityFan Book
AuthorJoin discussions and publish profiles
Community
I want to say…
Search and FollowDiscover through social media
Who’s talking about Sage?...
Sage at TFM&A!
Sage CRM
Sage SalesLogix
Bob: 02 7123 6352
Dave: [email protected]
Tom: [email protected]
Search and FollowTrack through social media
What’s Dave up to?...
My boss is a pain
I’m learning to scuba dive
Travelling to Manchester
Dave uses Facebook to keep up with friends and family
Dave Tweets about his latest activities
Dave keeps in touch with colleagues on Linked In
Social Media and CRM
Social Networks
NetworkNetwork• Blogs, Social Messaging• Relationships, Referrals• Keyword Frequency• Tag Clouds• Voting, Recommendation
AuthorAuthorAuthoring UI
Log Event
• Post Messages• Opt-in Profile• Post Messages• Opt-in Profile
Follow and Search Follow and Search
Log Event
Monitor UI
• Search Public Postings (Twitter)
• Follow Contacts, Forums, Accounts
• Receive Alerts (Google)
• Search Public Postings (Twitter)
• Follow Contacts, Forums, Accounts
• Receive Alerts (Google)
• Update• Share, Collaborate• Delegate, Queue• Track & Remind
Aggregate and Take ActionAggregate and Take Action
Team Take Action
CRMCRMIndividual
Sage CRM Solutions – Social Media Tips
Six tips, based on our work so far
26
Assumptions
The marketing basics are already in place;• A defined marketing plan with clear, measurable objectives• Web analytics is set up (and used)• Search (natural and paid) activity running• A content plan for your website exists
• The resource (people) is available to sustain any Social Media activity
27
Social media Tip 1
Understand the activity on your own site before you do anything else.
Define where you are and then you will then be able to benchmark the impact of any Social Media activity.
28
Social media Tip 2
No one uses all offline media channels. Don’t feel you need to use every Social Media channel either. Be selective.
Choose the channel that already features conversations about your company or your area.
29
Social media Tip 3
Are you using these channels personally? If you aren’t familiar with them now is the time.
Set up a Facebook profile, a Twitter feed or a LinkedIn profile. Get comfortable with it yourself.
Then set up the official channels for your business.
30
Social media Tip 4
Set up a series of basic guidelines for your people. What can they say, where, when and how?
Empower your people to be able to react quickly without layers of ‘approval’
31
Social media Tip 5
As your level of engagement increases so will the level of resource required. At the highest levels it needs the support of the entire business.
Define your level of engagement according to your ability to support it.
32
Social media Tip 6
Are you adding value?
Are you helping answer users queries or problems, pointing them to the right solution or providing insights they can use?
If not you are not having a conversation – you are advertising
How we interact with our customers & why
Overlaying that thinking into our strategy
A customer who loves our approach
Our recommendations, based on our activities
On the menu …
David BeardCRM Evangelist – Sage
http://community.sagecrm.comhttp://www.talkingaboutcustomers.co.uk
Recommended
