Leveraging Social CRM

How to Find and Extract Actionable Insights from the Fire Hose of Online Conversations

Sally Falkow APR

•Listen•Discover footprint•Who is talking•What are they saying•Where are they saying it•Opportunities•Threats

What is a Social Audit

Customer Insights

R & DNew MarketsBrand PositioningCompetitive IntelligenceRisk Management

Value of Listening

The Social Graph

–Where are they–Behaviors–Influence/Audience–Fans, Followers, Friends

Customers/Consumers

Flip Video

Kodak

10X Sales

Kodak Playtouch

BUSHNELL

Know your Passionate FansSpread the WordProtect the Brand in a Crisis

Evangelists

Northern Rock

Hundreds of consumers queuing at Northern Rock branches, desperate to withdraw their savings

Social media was used by consumers as a collective crises management mechanism.

Nurture your evangelistsMake them part of the teamCreate Brand Ambassadors

Brand Ambassadors

Red Bull

Bushnell

Scholastic

Citrix Online

Complainers Organized attacks

Detractors

Nestle

Facebook attack by Greenpeace

Dell Hell

Dell Hell

Influencers

Opinion Leaders 1 in 10

Online Influencers 3 in 10

(content creators)

Amplified voices

Fans

Followers

Friends

The audience of your audience

Who Where WhatWhen

Analyze the Conversations

What are they doing?What are people saying about them?Where are they active online?What have they done that was successful?Any gaps or threats?

Competitors

Health Insurance

Analyzed competitors

KP News

KP Foundation

Thrive

Identified gaps they could leverage

New MarketsR & DProduct LaunchesGapsCompetitors’ mistakes

Opportunities

Cisco Product Launch

Saved $100 000 on a product launch for a router

Extremely successful- a top 5 product launch

9,000 people attended the social media product launch event

90 times more attendees than in the past

Nearly three times as many press articles as with traditional outreach methods

More than 1,000 blog posts and 40 million online impressions

A Leading Lights award for Best Marketing

One-sixth the cost of a traditional launch

Hennessy

Developing complaints – Dell HellCompetitive activity – Callaway/BushnellEmployees posting negative content – Dominoes Pizza

Threats

Nestle / Greenpeace

Not listening

Staff not trained

Threatened legal

Made it worse

Motrin Moms

Not aware of Mom’s POV

Not listening

Taken by surprise

“Forced” to apologize

Social Media Threats

76% could have been avoided (Altimeter Group)

Build a dashboard

How to Listen

Monitoring Tools

Visible TechnologiesLithiumRadian6AlterianJive

SysomoseCairn Conversation

When you know what people are saying, what they think and feel, and what they are interested in, you can create content that gets results.

Content Strategy

Digital Crisis Report

79% expect a major crisis within 12 months

More than half think it will be online

Only 54% have a plan

49% of those with a plan still have gaps

Companies with a plan recover faster

Plan

1. Set up a cross-discipline social media team

2. Tap into the conversations – social audit

3. Map your social graph

4. Write a social media policy

5. Develop a social media strategy based on your social audit

6. Implement social media and digital crisis training

7. Build a supportive community online

8. Run simulations twice a year and update the plan

Q and A

Blog: www.proactivereport.com

Facebook SallyFalkowDigitalPR

Twitter: @sallyfalkow

Email: sally@press-feed.com

Website: www.press-feed.com