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Social crm strategy with crm 2011
This document discusses incorporating social CRM initiatives into a traditional Microsoft Dynamics CRM 2011 strategy. It covers monitoring social networking channels, using social insights for sales, marketing and customer service, measuring social CRM results, and enabling enterprise collaboration. Specific tools are also presented, such as CoTweet for customer service, ClickDimensions for social discovery, and Vibe and Pulse for collaboration. The presentation aims to help organizations learn from and engage with customers on social media.
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Social crm strategy with crm 2011
- 1. Incorporating Social CRMInitiatives within Your Traditional Microsoft Dynamics CRM 2011 Strategy PRESENTED BY IVAN KURTEV DELIVERY DIRECTOR, CRM GREEN BEACON SOLUTIONS LLC
- 2. Introductions - GreenBeacon Solutions • Ivan Kurtev: Delivery Director – CRM ○ [email protected] ○ @ikurtev • John Lucas: Pre-Sales Manager ○ [email protected]
- 3. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Sales and Marketing • Social Insight for Customer Service • Measuring Results • Enterprise Collaboration 3
- 4. The Era ofInformation Democracy From information asymmetry... Information was scarce Customers were ill-informed Exchanges were monologues Marketing was “command-and-control” … To information democracy Information is ubiquitous Customers are well-informed Exchanges are conversations Marketing is “connect-and-collaborate” Source: Social CRM Definition by Martin Walsh http://www.slideshare.net/martinwalsh/social-crm-definition-by-martin-walsh
- 5. The Challenge “Customers continue to adopt social technologies at a blinding speed and organizations are unable to keep up.” Ray Wang, CEO, Constellation Research 5
- 6. The Opportunity: SocialCRM Delivers Competitive Advantage “(We) only have two sources of Competitive Advantage: 1) Learn more about our customers faster than the competition and 2) Turn that learning into action faster than the competition.” Jack Welch, Former CEO, GE
- 7. Social CRM Definition “CRM isa philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. – Paul Greenberg It’s the company’s response to the customer’s ownership of the conversation.”
- 8. The Anatomy ofthe Organization’s Response • Social CRM efforts should be part of your overall CRM strategy • Reallocate resources to support Social CRM efforts • Increase focus on collaborative customer relationships, not internal processes • Determine what social channels your customers are using • Monitor those channels and engage your customers • Use tools to cope with the scale of social conversations 8
- 9. The Social CRMProcess Source: Chess Media Group http://www.jmorganmarketing.com/evolution-social-crm-process/
- 10. Altimeter Group: UseCases of Social CRM
- 11. Market Readiness ofSocial CRM Use Cases 11
- 12. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Sales and Marketing • Social Insight for Customer Service • Measuring Results • Enterprise Collaboration 12
- 13. What Does MonitoringInvolve? • Listen and identify what channels your customers are using • Focus on Influencers • Determine the influencers’ attitude to your organization
- 14. Social Activity Dashboardfrom FUSE Labs Source: http://crmsocialdashboard.codeplex.com/releases/view/55425 14
- 15. Parrot by Webfortis • Available on the Dynamics Marketplace • Twitter, Facebook, LinkedIn • Actions: ○ Favorite, Direct Message, Reply, Retweet • Convert to: ○ Account, Contact, Lead, Case • Post tweets from Parrot • Integrate multiple Twitter handles • Save searches 15
- 16. Contextual timeline on Accountand Contact Forms
- 17. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Marketing and Sales • Social Insight for Customer Service • Measuring Results • Enterprise Collaboration 17
- 18. Marketing in theAge of Information Democracy • Switch away from Push Marketing • Expensive and inefficient • Does not allow organizations to engage customers in a conversation • Focus on Pull Marketing • Generate Interesting and Valuable Content for your Target Audience • Draw and Capture Leads in your web site • Promote content on the Social Media channels that your audience participates in • Engage in an ongoing conversation with your audience
- 19. Marketing in SocialMedia Channels • Listen and Identify: • Top Channels • Top Influencers in those channels • Top Conversations (vs. Noise) • Build relationships with influencers • Respond when conversations impact your brand: • Assess Impact • Determine the influence of the participants in the discussion
- 20. Sales and SocialCRM • Identify where key prospects and customers interact • Gain insight about your prospects and customers from online profiles • Identify Conversations that represent Leads and Opportunities • Summarize insight from social channels and develop new offerings
- 21. Social Connectors forMicrosoft Outlook 2010 21
- 22. Social Discovery fromClickDimensions 22
- 23. Social Discovery fromClickDimensions 23
- 24. InsideView • Available on the Dynamics Marketplace • Focus on Social Selling • Prospecting and List Building • Lead Qualification and Data Enrichment • Sales Collaboration and sharing 24
- 25. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Sales and Marketing • Social Insight for Customer Service • Measuring Results • Enterprise Collaboration 25
- 26. Customer Service andSocial CRM • Social networks open new channels for customer service • Monitor and bring customer service and support issues into CRM and manage them using existing workflows • In these channels, customers expect real-time responses • Measure volume and customer satisfaction in these channels and compare them with traditional channels • Encourage your advocate customers to support new customers in the ecosystem
- 27. Service Management withCoTweet
- 28. Service Management withCoTweet Cases can be created from the timeline with a single click as well.
- 29. Service Management withCoTweet Cases can be created from the timeline with a single click as well.
- 30. Surfacing Organization Intelligence Asthe agent is engaging with a social contact, they can get all the organizational intelligence on them.
- 31. Surfacing Intelligence atEngagement Customer Lifetime Value Value of all Open Opportunities Status in CRM system (Lead, Account or Contact)
- 32. Surfacing Intelligence atEngagement Number and List of open cases Number and List of open opportunities Buyer/Customer Sentiment
- 33. Automated Sentiment Analysis •Sentiment Analysis Considerations: • How accurate can sentiment analysis be? • Humans only agree 79% of the time. • There’s usually a need for a sentiment override. • Sentiment can vary by Content Type • Entity level vs. article level sentiment: • If an article mentions Nike and New Balance, can we determine how the author feels towards New Balance? • Sentiment Prioritization • Influence of the poster in the community • Reputation – how frequently does this person post negative comments • Intensity of the mention Source: How Companies Can Use Sentiment Analysis to Improve Their Business by Maria Ogneva http://mashable.com/2010/04/19/sentiment-analysis/
- 34. Identify Influencers ina Specific Channel? • Klout Score: • True Reach: • Size of your engaged audience. • Amplification Probability: • Likelihood that your content will be acted upon. • Network Influence: • Influence level of your engaged audience. Source: http://klout.com/kscore?from=ks 34
- 35. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Sales and Marketing • Social Insight for Customer Service • Measuring Social CRM Results • Enterprise Collaboration 35
- 36. Focus on BusinessObjectives • Campaign Responses and Leads • Revenue Generated from Social Media • Customer Satisfaction 36
- 37. Social Media Measurements Business Objective Key Performance Indicators Foster Dialog Share Of Voice Audience Engagement Conversation Reach Promote Advocacy Active Advocates Advocate Influence Advocacy Impact Facilitate Support Resolution Rate Resolution Time Satisfaction Score Spur Innovation Topic Trends Sentiment Ratio Idea Impact Altimeter Group Report: Social Marketing Analytics: A New Framework for Measuring Results in Social Media http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics
- 38. Agenda • Social CRM and Social CRM Use Cases • Monitoring Social Networking Channels • Social Insight for Sales and Marketing • Social Insight for Customer Service • Measuring Social CRM Results • Enterprise Collaboration 38
- 39. Defining Enterprise Collaboration •Empower internal departments and teams to work together enterprise collaboration tools • Provide system updates in a newsfeed format when important business event occur • Allow users to ask questions and share best practices • Enterprise Collaboration can extend beyond the enterprise and involve external stakeholders such as partners and even customers
- 40. Vibe • Developed bySonoma Partners • Key Freatues: • Available from the Microsoft • Microblogging Dynamics Marketplace • System Updates • CRM 2011 Online or On-Premise • Status Updates • Free Edition available • Follow People • Lives within CRM 2011 • Follow Groups • Topic Hashtags • Integration possible via the CRM 2011 API • Workflow-driven, in CRM, RSS • Feeds (i.e. Won Opportunity Alert) Feed Dashboard, in MSCRM Dashboards
- 41. Vibe Status Update User requests assistance System Post when an Opportunity Closed
- 42. Pulse • Developed byNeudesic LLC • Key Freatues: • Fee-based: • Microblogging • $12/user/month private cloud • Status Updates • On-premise pricing available upon • System Updates request from Neudesic LLC • Follow People • Integration with CRM 2011, • Follow Groups Microsoft SharePoint and • Follow CRM Records provides API for other systems • Topic Hashtags • Questions with crowd-sourced answers • Feed Dashboard, in Pulse Portal (top posts)
- 43. Dedicated User Interface Integration withCRM and Other Systems Available on Mobile Devices
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- 46. Is Social CRMPossible without Social Network? How Paul Greenberg helped Coke Mexico build advocacy with their distributors who were small local shops with no Internet Access? • All truck drivers that distributed the Coke products needed to be hired locally to help make the experience personal and emotional. This meant that the drivers knew who they were delivering to. • A newsletter was created to highlight the various stores and the community. This newsletter was printed and distributed by the truck drivers along with the Coke products they delivered. So the truck drivers were the “internet” that acted as the distributors of information (and product). • Distributors that performed well were given family trips instead of improved signage (which was given to the better performers). So instead of distributors getting bigger and better signs, they were now able to spend time with their families, again making the connection between Coke and the distributors more personal and emotional. 46
- 47. Resources Blogs: • Altimeter Group:http://www.altimetergroup.com/ • Chess Media Group Blog: http://www.jmorganmarketing.com/ • R “Ray” Wang Blog: http://blog.softwareinsider.org • SlideShare: http://www.slideshare.net • Green Beacon Solutions Blog: http://connect.greenbeacon.com Microsoft Dynamics CRM 2011 Tools (alphabetical order): • CoTweet: http://www.cotweet.com • ClickDimensions: http://clickdimensions.com • InsideView: http://www.insideview.com • Parrot: http://www.webfortis.com/webfortis-social-media-solutions.aspx
- 48. Questions & Answers Q&A Ivan Kurtev Delivery Director - CRM 617-485-5208 [email protected] @ikurtev John Lucas Pre-Sales Manager 617-485-5260 [email protected]