the 3 p's of avoiding social crm failure
Post on 14-Sep-2014
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Slide deck of SugarCRM's Chris Bucholtz at Social Biz Atlanta 2013TRANSCRIPT
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The Three P’s of Avoiding Social CRM Failure
Chris Bucholtz @Bucholtz
www.crmoutsiders.com
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Schadenfreude n. pleasure derived from the misfortunes of others
@Bucholtz
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• Pew Institute Study in December 2012: – 67% of adult Internet users used Social Media Sites – 67% use Facebook – 20% use LinkedIn – 16% use Twitter – 15% use Pinterest – 13% use Instagram – 6% use Tumblr
We’re Smack-Dab in the Social Age
@Bucholtz
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• Over 50% of Facebook fans and Twitter followers say they are more likely to buy, recommend than before they were engaged
• 44% of consumers said that exposure to technology products in social media positively affects their likelihood of purchase.
• 65% of the most successful salespeople believe social media is an integral part of their sales success.
• 74% of consumers rely on social networks to guide purchase decisions
• 59% of B2B buyers engaged with peers before making buying decisions
Social Age = A Shorter Time To Success
@Bucholtz
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Not what we’re here to discuss
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• Jeep • Burger King • Applebee’s • Wal-Mart • Chrysler • FedEx • American Red Cross • Qantas • United Airlines
Social Age = A Shorter Time To Fiasco
@Bucholtz
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Social Media failures are avoidable
@Bucholtz
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•Policy •People •Paying Attention
How? Concentrate on the Three P’s:
@Bucholtz
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• American Red Cross: Employees Tweet about getting drunk after work
• Casey Movers: Sales VP threatens a Yelp! Reviewer with legal action
• Stubhub: Social media manager Tweets that his job is a “Stubsucking Hellhole”
• Kitchenaid: Says horrible things about the president’s dead mother on Twitter
People
@Bucholtz
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• All of CRM starts with hiring
• Customers can now contact everyone in your business
• Trust is a major part of the SCRM world
• Bottom line: why would you hire people you don’t trust?
People
@Bucholtz
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• Applebee’s gets pounded after firing a waitress for posting a snarky customer note on Facebook
• Club 24 fired an employee for things she said about her bosses on Facebook – and was then sued (and lost)
• HMV leaves its Twitter account open to employees who have been laid off. Their next job? Going bananas on Twitter
Policy
@Bucholtz
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• Give your employees a written policy explaining what is and is not permitted on both company and personal accounts
• Create internal policies for managing your social media accounts, including password management and account controls
Policy
@Bucholtz
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• Qantas launches its Twitter “#QantasLuxury” campaign during a contentious labor dispute and flight stoppage
• FedEx waits to respond to video of a delivery man tossing a monitor over a fence
• United broke a guy’s guitar, then ignored him
Pay Attention
@Bucholtz
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• Monitor Social Media • Define and prioritize what’s most important to respond to • Assign people to defined social media tasks • Listen to all your employees for early warning
Pay Attention
@Bucholtz
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• Provides a place to store information you’ve picked up while listening
• Allows you to spot trends and take action • Gives you tools to filter social media traffic to find what’s
important to you
How CRM can help
@Bucholtz
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SugarCRM Confidential SugarCRM Confidential
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• Don’t be intentionally provocative (RyanAir)
• Don’t be insensitive (American Apparel)
• Don’t prolong problems (Applebee’s)
One last thing: try to be nice
@Bucholtz
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CRM for EVERYONE See you in New York for SugarCon 2013!