unlocking social crm for your organisation (keynote)

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Keys to Unlocking Social CRM for your organization

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2nd Social Media for Customer Management Online SummitJoakim Nilsson - 18th July 2011

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This is today’s agenda• How social media changed CRM

– How social media changed the purchase funnel– 5 proven strategies to leverage on social media

• Identify your organisation’s presence in social media– Manage listening & talking– Invest in the right tools

• Assess what metrics apply to your business– Developing a program

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The purpose of this webcast• Viva case studies but there’s unfortunately no hand

book for dummies to success• You’ll get my tips and ideas based on my experience• I want you to come up with your own ideas and

solutions• We get to know each other a little bit more, I’m sure

we’ll both benefit from that

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Who’s Joakim?• Swedish, 27, lived in Sweden,

Belgium, Malta and France• 6 years industry experience from

the Online gaming industry (Online sports betting, poker and casino)

• Background in Online marketing and Customer service

• Launched his first social media program for Expekt.com in 2009. Today head of social media at Betclic Everest Group in Paris.

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HOW SOCIAL MEDIA TOOLS AND TECHNOLOGIES CHANGED CRM

Part One

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I ”like” that

Tweet tweet!

Customers are leading

the adoption of social

media tools

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Whilst most companies are

left playing catch-up in a fast

moving environment

http://www.jonnygoldstein.com/

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Customer Relationship Management using Social Media

tools and technologies.Today we talk about Social CRM,

tomorrow we’ll simply refer to it as CRM again...

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An ever growing web of social

tools & technologies and

mobile apps

http://www.theconversationprism.com/

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Social media changed the purchase funnel

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Who creates the impressions?

http://blogs.forrester.com/augie_ray/10-04-20-peer_influence_analysis_what_it_how_marketers_use_it

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It’s true that Social networks are growing at record speed.

But there’s something else growing even faster...

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We’re climbing towards the peak of inflated

expectations. It’s your job to manage that.

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Ok, you already seen all that before...

So what can companies and organisation do to leverage this to

their advantage?

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5 strategies organisations can adopt to leverage social media

Reading tips:Forrester Research, Groundswell book

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IDENTIFY YOUR ORGANIZATIONS PRECENSE IN SOCIAL MEDIA

Part Two

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First manage Listen & Talk• Indentify who’s talking about you• Identify where they talking about you• Being able to effectively engage with your

community and take action on insights

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You don’t need to end up with this

Dell’s Social Media Listening Command Center

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Is Social CRM a department?Or is it a set of activities that

concerns various existing departments?

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Centralized or Hub-and-Spoke?

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Tools that can help your program• Monitoring tools

– Helps you listen to the social web and monitor your brand and products

• Publishing tools– Connects with your propriety Social Profiles and

allows you to manage your content effectively• Analytic/Measurement tools

– Aggregates and benchmarks metrics from Social Profiles

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Isn’t there one tool that does it all?

Source: http://www.socialbrite.org/2010/11/09/top-10-social-media-dashboard-tools/

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Today most tools are specialized in either one of these 3

categories. A tool like Hootsuite may be

sufficient for some companies whilst others may need stronger

monitoring capabilities.

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Popular Monitoring toolsFree tools Enterprise tools

Google Alerts Radian 6*

Ice Rocket Synthesio*

Social mention Brandwatch

Board reader Sysomos

Yahoo Pipes (http://pipes.yahoo.com/pipes/pipe.info?_id=f1ae63990f6d5b9e48ce807a77bb9995)

Alterian SM2 (Free up to 1K mentions/month)

Monitorthis.77elements.com Attentio

trackur

Meltwater Buzz

*Has some publishing capabilities

Reading tips: Econsultancy – Online Reputation and Buzz Monitoring Buyer’s guide

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Things to consider when investing in monitoring tools

• Automated sentiment is a guidence at best• How does the tool fetch data from social networks?

– Do they have the Twitter Firehose?– Are they crawling data from Facebook or connected directly via the developer API?

• You will only see data from public profiles and pages

• Do you need to monitor other languages than English?– How well does the tool filter languages?

• Is there a lot of noise in your industry?– How well does the tool allow you to filter data, include and exclude sources?

• Who will ues the tool internally in your organisation?– How easy is it to use? How much time is needed to be spent on training?

• Can you extract the data?– Fancy PDF’s are nice, but can you extract the raw data and suply your number crunchers?

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Popular publishing toolsFree tools Platforms supportedHootsuite Twitter, Facebook, LinkedIn, Ping.fm, Wordpress,

MySpace, Foursquare, Mixi

Tweetdeck Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz

Sesmic Twitter, Facebook (more via Sesmic Marketplace)

Enterprise tools Platforms supportedCoTweet Twitter, Facebook

Spredfast Twitter, Facebook, YouTube, Tubemogul, Blogs, Foursquare, Gowalla, Slideshare, Flickr, LinkedIn, MySpace

Sprout Social Twitter, Facebook, Foursquare, Gowalla, LinkedIn, MySpace

Sprinklr Twitter, Facebook, Foursquare, Gowalla, LinkedIn, Flickr, Wordpress, Slideshare

Source: Oneforty.com

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Things to consider when investing in publishing tools

• Social networks supported– The selection of social networks may be important for you, but ”Supporting

Facebook” may mean just being able to post status updates on your wall– Not all Social networks has as advanced API to provide as Facebook

• Team collaboration– Can you assign your team members with tasks and approval teams?

• Connect with your Web Analytics and CRM software– Is your Web analytic and CRM tool supported?– Is there a link tracking functionality built in such as bit.ly?

• Measurement– Is your social media metrics being aggregated?

• Export data– Can you export your data automatically via an API?

• Will they be there tomorrow?

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Tools overlap each other• Monitoring tools often offer basic Twitter/Facebook

publishing• Publishing tools often offering basic searches on Twitter• Analytics/Measurement is sometimes built in, but is it what

you need?

Publishing tool

Monitoring tool

Analytics

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A measurement toolbox that will take you farTool What does it do?

Twitalyser Twitter benchmark

Klout Artificial ”influence” score

Social report Aggregates mertics from propriety social media channels

Twenty feet Aggregates mertics from propriety social media channels

AWE.SM Link shortener and tracker

Google Analytics Web metrics and referrals

Source: Oneforty.com

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Connect the tools to your Customer back office

Monitoring tool

Publishing toolWebanalytics/measurement

Consolidated Customer Back

Office data

The social web

360 customer overview-Financial data

- Communication data- Interest data

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Setting up the tools and align it with organisation is not enough.It’s only the beginning, now you

can start working on your content, programs and

campaigns.

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Step 1: Identify your customers and prospects on social channels

Identity Est. reach

Twitter.com/ABC 34K followers

Blog XYZ 10K/monthly

Forum user A 0,6K imp

Forum user B 1,2K imp

Where are they? Who are they?

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Step 2: Analyse monitoring dataList your monitoring results Identify your opportunitiesCustomers are complaining about our products and services

Could your customer service team help here?Would the product owners be concerned?

Product feedback identified How do you ensure this reach the relevant internal stakeholder?

Competitors was mentioned in same threads as us

Could this be a sales opportunity?

Our products, brand or services are not mention at all

Very likely for most small to medium sized brands. How can you Energize your customer base to talk positively about you?

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Step 3: Take actionIdentified opportunities Possible actions/programsCustomer service teams to address customer complaints

Develop a program with education, tools and processes for customer service in social channels

Product feedback identified that could be interesting knowledge for product owners

Ensure a process is in place together with collaborative tools to route product information to relevant stake holders

Competitors was mentioned in same threads as us

Setup a daily report to the sales team with new sales opportunities to engage with

Our products, brand or services are not mention at all

Target customers with an online survey aimed at identifying your Net Promoters and develop programs tailored to them

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ASSES WHAT METRICS APPLIES TO YOUR BUSINESS

Part Three

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As with everything in business; It’s all about your Goals and

Objectives.There’s a sea of metrics from

social media channels, how do you make any sense from them?

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Back to basics: Goals, objectives, strategies, tactics

Type DescriptionGoals High-level planning targets that your marketing plan will achieve.

Usually somewhat abstract and unmeasurable.

Objectives The measurable results that combine to achieve a goal. These are concrete and measurable.

Strategies The broad plan to fulfil and objective. Like goals, these are more abstract than tactics.

Tactics Actionable tasks/programmes that supports the strategies. Concrete things you are planning to do.

Recommended reading: http://smroi.net/

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What you need to measure vs what you can measure

Type Description

Metrics Things we can measure.

KPIs Key Performance Indicators, or a better word here would be: Key Performance Metrics. These are the metrics we need to measure as they directly impact the objective.

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Example 1: How you sCRM could help you lower costs

(Numbers, data and programs are fictive, the purpose is to give you ideas of programs you can run)

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Monitor the web to reduce costs• Goal(s):

– Turn around high customer service costs and improve customer satisfaction to industry top-3

• Objective(s): – Increase customer satisfaction by 15%– Reduce inbound calls (all channels) by 20%

• Strategie(s): – Proactively reach out to online customer communities to reduce inbound calls and increasing

customer satisfaction– Empower customers to help each other to reduce inbound calls– Empower staff “to go the extra mile” for customers to create the wow-effect

• Tactic(s): – Invest , and train staff, in a social media monitoring tool and empower them to reply in all channels– Launch a SAAS crowd sourced customer service forum such as Uservoice.com or

getsatisfaction.com– Allocate a fixed budget to each employee to be used for ad-hoc things creating a customer “wow-

response”

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Identifying the metricsCustomer service• Crowd sourced customer service

forum– Metric(s):

• #nr of submissions • #nr of submissions replied to by others• #nr of mentions resolved by you• #nr of mentions resolved by others

– KPI(s): • #nr of mentions resolved by you• #nr of mentions resolved by others

• Customer service on social channels– Metric(s):

• #nr of mentions • #nr of mentions replied to• #nr of mentions resolved

– KPI(s): • #nr of mentions resolved

Customer satisfaction• Net promoter score survey

– Metric(s): • #nr of participants• #nr of participants score 8 or higher• Avergage score

– KPI(s): • #nr of participants score 8 or higher

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Trend charts: Measuring your programs success

B) Company starts to engage it’s customer service team on social media

A

A) Company launches an initial NPS survey to a random selected customer base

B

C) Number of mentions resolved starts to go up and number of inbound calls drops

C

D) Inbound calls has now dropped by avg. 20%

D

E) Year-end NPS survey to follow up on changes in customer satisfaction.

E

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Example 2: How you sCRM could increase your revenues

(Numbers, data and programs are fictive, the purpose is to give you ideas of programs you can run)

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Increase website traffic from propriety channels

• Goal(s): – Beat the set targets of Net Revenue from Online sales

• Objective(s): – Increase sales with 25%

• Stretegie(s): – Generate traffic to website from propriety social media channels

• Tactic(s): – Manage a Facebook page with contests – Manage a twitter profile with time limited offers– Run a how-to video series on Youtube

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Create a Social Media Scorecard to aggegate all your metrics

Channel Activities Engagement Reach Network size

Referrals to site

Twitter #tweets #replies, #mentions, #retweets, #clicks

#mention audience, #retweet audience

#followers #of visitors

Facebook #posts #nr of likes, #nr of comments, #nr of clicks

#page view, #newsfeed impressions

#page likes #of visitors

Youtube #videos #comments, #ratings, #subscribers

#video views, #channel views

#subscribers #of visitors

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Twitter: identify metrics that matters for your objective

A

A) Company has no strategy for twitter

B) Company creates a content schedule for twitter based on customer insights

B

C) Company launches tweet-button on website articles

C

D) Company identified customers being Mass Connectors on twitter and launched targeted campaign

D

E) Network size hasn’t grown significantly but Referral traffic is up by miles

E

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Before we end; 6 Key take aways• Social media itself is not a department or an activity,

master the hype cycle• Use the 5 strategies to identify your opportunities• Start with mastering Listening & Talking• Tools will help you, but are still in their early days of

development• Back to basics, all programs needs clear objectives• Create a social media score card for all your

propriety channels

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You’ve been a fantastic audience!Thank you and good luck with your

sCRM program!

Follow me on: @JoakimNilsson and http://joakimnilsson.com

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My sources of inspiration and knowledge

• Alex Grech– http://strategyworks.wordpress.com/

• Jeremiah Owyang– http://www.web-strategist.com/blog/

• Olivier Blanchard– http://thebrandbuilder.wordpress.com/

• Forrester Research, Charlene Li & Josh Bernoff– http://forrester.typepad.com/groundswell/