SOCIAL CRM: How to drive more business through social media outlets and combine that with your CRM system

Chris Spears | chris@arkesystems.com | 404.812.3123 Zach Cheroff | zcheroff@solarvelocity.com | 404.978.2237

Who are we?

Social Media Strategy/

Campaigns Web design

Mobile Email

Marketing Web Dev

Strategy / Execution

Microsoft CRM

CRM Technology

Microsoft SharePoint

Business Intelligence

Database Development Software Dev

Microsoft Technologies

Overview

Using CRM to increase customer engagement and drive more business through social media outlets:

Social Media

CRM Systems

Social Media + CRM Systems = Social CRM

We Have All Jumped On . . .

How do I manage it all?

Corporate social media challenges

Content - What Do I Say?

Audience - To who and where do I say it?

Measurement - How do I know it’s working?

76% of people think advertisers LIE

Source: Yankelovich Study 2009

Most trusted Online advertising

1. Recommendations from friends

2. Other peoples opinions online

3. Company website’s

4. Editorial content (news articles)

5. Brand sponsorships

Source: Nielson Online Global Consumer Survey : April 2009

Friends like recommendations from Friends

Real people’s opinions matter

Traditional approach to social media . . .

Source: Gartner Group

By 2011, half of companies with an online community

will fail to manage it as an agent of change, ultimately

eroding customer value

Why?

Rushing in

without clearly defined

benefits for both the

company and the customer

will be the biggest cause of

failure

How To Avoid Social Media Disaster?

Become an agent

of behavioral

change!

The Formula 1. the right people 2.the sticky idea 3. the right context

The Formula 1.the right people 2.the sticky idea 3. the right context

How well do you know your customers?

DEMOGRAPHICS PSYCHOGRAPHICS BEHAVIORS GEOGRAPHICS

Where are they spending their time?

Who are your agents of change?

•Develop a persona for each segment of your target market and prioritize •Analyze online behavior within each persona

Personas

The importance of personas

Bring focus

Build empathy

Encourage consensus

Create efficiency

Lead to better decisions

The Formula 1. the right people 2.the sticky idea 3. the right context

Winning Sticky Ideas!

Simple

A “sticky” idea is . . .

Simple Unexpected

A “sticky” idea is . . .

Simple Unexpected Concrete

A “sticky” idea is . . .

Simple Unexpected Concrete Credentialed

A “sticky” idea is . . .

Simple Unexpected Concrete Credentialed Emotional

A “sticky” idea is . . .

Simple Unexpected Concrete Credentialed Emotional Story

A “sticky” idea is . . .

The Formula 1. the right people 2.the sticky idea 3.the right context

content is

king

the secret to good social content

•friendly human voice •consistent & clear •helpful •timely •relevant •entertaining

The Formula 1. the right people 2.the sticky idea 3. the right context

Now What?

Use Social-CRM to gather data on the

target audiences:

To segment and strengthen personas

Use real customer data to create unified marketing campaigns using online & offline data

Know what to say

Drive brand awareness & improve customer service

Convert activity to revenue

Know your customer

Social media decisions should be based on your customer

Knowledge about customer must be actionable

Learning about customer requires direct contact

You are not your customer

Business results depend on satisfying your customer

You know that some customers like….

But can you match them to a person?

likes and

likes and

Marketing Automation through CRM

Looking to buy a Drill.

DeWalt?

Social CRM

What Social CRM does?

Social CRM

Public Web (Profile

Information, Purchases)

Offline Information

(Purchases, Mailers, Surveys)

Social Media Aggregator

(Names, Keywords)

Create Unified Marketing Campaigns

Social CRM

Offline Campaign

Social Media Campaign

Online Campaign

Unified CRM Profiles & Business Intelligence

Drive Brand Awareness

Social CRM Cycle

Gather Customer

Data

Unified Campaigns

Drive Awareness

Convert to Sales

Social CRM

B2C Engagement - Example

Problem • Drive more visitors to stores • Understanding their customer • Gather data at a micro level Results • Marriage of online and offline segments • Automated social media communication Analytics • Converted sales from 2.0 campaigns • Identify trending topics in social

demographic • Monitoring of campaign awareness • Competitive analysis (Hitachi Vs. Dewalt)

B2B Engagement - Example

Problem • Identify new customer segments • Improve customer support • Spread brand awareness Results • Identified new relevant content topics • Provided faster response to complaints Analytics • Response time to complaints decreased • Content topics received better open rates • Increase in delivery channels/partners

The Real Guts

Social Media

Aggregator

Social Intelligence & Reporting

SOCIAL CRM

CRM

• Profiles • Interactions • History • Preferences • Personas

Increase and extend the ROI of existing CRM software investment!

Social Sites

• Twitter • Facebook • Linkedin • YouTube • FourSquare • Blogs • News • Etc…

Reporting

• Search criteria

• What • Where • Who • Why

RESULTS: Learn more about what and where your clients are having conversations

and listen, analyze, relate and act.

Listening Human Decision

• Listen • Analyze • Relate • Act

Questions?