CRM AND SOCIAL MEDIA

Roland Hor, Catalyst ConnectorRoland Hor, Catalyst ConnectorCRM Business Revolution 2010, Singapore

CRM AND SOCIAL MEDIACRM AND SOCIAL MEDIA

• Technology trends for CRM and Social Media

• Social media applications and tools for CRMSocial media applications and tools for CRM

• Measuring and monitoring

• Social media for CRM use cases

"CRM systems used to capture all the dialogue—between seller and customer.  Only now, they’ve y yrealized that was only 5% of the real dialogue.  The other 95% of the real dialogue happensThe other 95% of the real dialogue happens between customers."

Social CRMCRM

Social Customer Customer EcosystemSocial Customer – Customer Ecosystem

• How to manage the relationships with customers to increase revenue opportunities

• How to capture and aggregate enough customer data to give

• Customers dictate how they will purchase and consume—where, when, and how much—using a variety of channels configured by them• How to capture and aggregate enough customer data to give 

a well‐rounded record of customer information• Holy grail of CRM  ‐ the consistent 360‐degree view of the customer, available to who needed it, when they needed it.

configured by them• Using community‐based online tools (social networking, book‐marking, shopping) to guide one another,

• Populating social networks, composed of the people they trust, and their networks are becoming key distribution channels for marketing and promotion.

• Populate the online world with ratings and reviews, videos of what they’ve bought or consumed, and comments on corporate reputations and consumer brands

What is Social CRM?What is Social CRM?

i l• “Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, 

kfl & i l h t i tiworkflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficialconversation in order to provide mutually beneficial value in a trusted & transparent business environment.environment.It’s the company's response to the customer’s ownership of the conversation."ownership of the conversation.  

~ Paul Greenberg, CRM at the Speed of Light

Social MediaSocial Media

l bl iki d d• Tools – blogs, wikis, and podcasts.• User‐generated content (UGC) – reviews, social tags, social bookmarks, comments, rankings, ratings and photos, and videos.

• Social Networks– Facebook– Twitter– Linked In– Ning– Xing etc. etc.g

Before vs NowBefore vs Now

Uses new online

channels and new

Seeks support to connect with like- new

communication tools

with likeminded peers

The S

Trusts in advice by online

Reads and creates product

Social Customer

yacquaintances and strangers –‘people like me’

previews, product

rankings and blog posts

Wants to provideprovide

feedback about the

product and customer service

Expects better customer

experience

service

Evolution of Customer Touch PointsEvolution of Customer Touch Points• Blogs • Microblogs

CRM Social CRM

• Phone• Fax• Email

• Phone• Fax• Email

g

• RSS• Wikis

S i l N t k

• Podcast

• Price comparison website

Email• Service• Letters• Personal contact• Company’s websiteSMS

• Service• Letters• Personal contact• Company’s website• SMS

+• Social Networks

• Widgets• Video sharing

• Photo sharing• SMS• Instant Messenger• Chat• Media

• SMS• Instant Messenger• Chat• Media

• Forums

R i d i i il i

• Photo sharing

• Slides sharing• Auction website

• Social Bookmarking • Wish lists

• Reviews and ratings in retail sites

• Single view of the customer based on the interactions history, customer profile data residing in the company’s base and data integration with internal systems

• Company owns the data but it is limited to previous 

•Single view of the customer is far more complex to achieve. Besides internal information, the company must rely on external information such as customer profiles in social networks and his behavior when participating in a community.

interactions •Customer and other web 2.0 sites own part of the precious data

Evolution of TechnologyEvolution of TechnologyMonitoring / 

Interconnecting  tools

Conversation tools DataminingCustomer

Owned

Process Support

Account ManagementContact Management

Process Support

Account ManagementContact Management

RSS ForumsData

gActivity Management

Lead / Opp ManagementCampaign ManagementSales Management

Service Management…

gActivity Management

Lead / Opp ManagementCampaign Management

Sales ManagementService Management…

Blogs Widgets

APIsOpen Id

• CRM Solutions focused in automating and supporting internal 

g

Wikis

Social Networks

PodcastOpen Id

Cloud business processes

• CRM Solutions focused in community creation internal and

Brand monitoringservices

Computing

• CRM Solutions focused in community creation internal and externally

Applications and ToolsApplications and Tools

• Blogs/Podcasts/Twitter

• WikisWikis

• Social Tagging and Folksonomies

• Social Search

• Social Networks and CommunitiesSocial Networks and Communities

Stuff to put on your BlogStuff to put on your Blog

C d t t i t• Company news;  awards, contract wins etc• Stories about people in your business• Offer industry expertise• Offer  industry expertise• Views on the industry/your marketplace• Video of your company environment & your people• Video of your company environment & your people• Information regarding your industry such as exhibitions, trade shows etc,

• Product | service reviews• Industry interviewsy• How you work with your customers• Case studies and testimonials from your customers

Uses of BlogsUses of Blogs

• They offer direct access to senior management for customers g

• a place for customers to collaborate on ideas 

l d l i h i i• a place to deal with customer service issues that invites customers to help solve problems.

BlogsBlogs

WikiWiki

Uses of WikisUses of Wikis

D i ll b ti• Drive collaboration between customers and employees 

• Tool for project management 

• Repository for a• Repository for a dynamic knowledge base and on‐demand 

t t d li tcontent delivery system • You to tap external 

resources forresources for knowledge and insight 

Search

Tags provide 

Edit PageAdd Comments View Revisions

context

Add Links

Citations

Add Links

Add  Attachements

Social TaggingSocial Tagging

Tag CloudTag Cloud

Social SearchSocial Search

• Social search takes Search a step further.

• It combines corporate structured data withIt combines corporate structured data with external unstructured data, such as profile information from Facebook or customerinformation from Facebook or customer feedback from external forums, and make it 

f l k linto useful knowledge.

• InsideView (www.insideview.com) has aInsideView (www.insideview.com) has a product that

InsideViewInsideViewCombines social search and some analytics thatanalytics that provides you with not only the corporate data that you expect y pfrom Reuters or Hoovers, but also information like who has moved to another company, who has been promoted, what acquisitions are made—and has i d i i hintegrated it into the respective Salesforce.com or S CRMSugarCRMdashboards, among others.

Social NetworksSocial Networks

Th i diff b t th di it l i l t k• The primary difference between the digital social networks and the traditional ones are that you don’t have to physically be in the presence of the other members or the 

f ( )key intersection points of the network (called nodes) to have an impact on the network. 

• You can capture the data that is provided by the members’You can capture the data that is provided by the members  conversations. You can respond to the members’ concerns, fears, disgust, or love, even if you had no idea that the member was conversing about it that daymember was conversing about it that day. 

• You can uncover and analyze the conversation a lot easier than in the past. All the information is right there for the picking. 

• Transparency is the operative word.

Social NetworksSocial Networks

TwitterTwitter

Wh t• What are you doing right now?right now?

• Web, IM, PhonePhone 

• Real time interactioninteraction in one sentence

Uses of Social NetworksUses of Social Networks

M t i d t• Meet your industry peers• Find and source industry contacts• Find prospectsFind prospects• It opens doors previously closed• Build and develop business relationshipsp p• Raise your profile in your sector• Develop your brand• Place very targeted adverts• Cost effective marketing, branding and recruiting

T li t ! C d th di t lki b t• To listen! Consumers and the media are talking about you in real time, openly and honestly

• To learn about the competitionp

SCRM for BusinessSCRM for Business

i l iki• SocialText – Wiki• Six Apart – Bloggingp gg g• Salesforce.com – CRM + social media integrationintegration

• Lotus Connections –Social Taggingh l k• Lithium – Social Network

• Jive Software – Social Networkingg• INgage Networks – Social Networking

Jive Software

39

Next Up Location BasedNext Up – Location Based

• Location based:– Foursquareq

– YELP (YELlow Pages)

ShopKick– ShopKick

– Google Lattitude

MonitoringMonitoring

C ti d i di t di f ti– Continuous and immediate discovery of conversations with the purpose of learning, engaging, helping and collaboratingg

– You can do this with anyone, whether it’s your customers, prospects, industry thought leaders, former customers partners or othersformer customers, partners or others

– More real‐time than measurement, as one of the purposes is to track keywords as they appear, with the p p y y pp ,goal of quick reaction

– Monitoring answers the question “Who is talking about [insert keyword] right now and what are theyabout [insert keyword] right now and what are they saying?”

Monitoring How it worksMonitoring ‐ How it works 

• Typically, monitoring is performed on a keywords basis. Relevant keywords include y yyour brand name, product name, etc. 

• Based on your keywords your monitoring• Based on your keywords, your monitoring system of choice goes out to the social 

k f b h lnetworks you specify, grabs the relevant articles and messages, and hopefully arranges them for easier digestion and action.

Monitoring Why it’s importantMonitoring ‐Why it s important

S i l di “l t kt il t i th ld”• Social media – “largest cocktail party in the world”; a room filled with people driven by one desire to communicate, share, digest and relate, while carrying , , g , y gon many independent conversations. 

• Some of these conversations can be about you, your tit i d tcompetitors or your industry. 

• Some of these conversations could be people looking for a product like yoursfor a product like yours. 

• They will talk about all these topics regardless of whether you are listening or not. y g

• However, you wouldn’t know any of this if you weren’t listening.

MeasurementMeasurement

lik i i i• Unlike monitoring, measurement is more concerned with metrics over a specified time period.

• Measurement answers questions of q– “How did my keywords perform over time?” – “How does that compare to my competitors?”How does that compare to my competitors?  – “What are some trends I can glean to make my product more usable by these people who areproduct more usable by these people who are giving me feedback?”

Measurement How it worksMeasurement ‐ How it works

i il i i f h i• Similar to monitoring, your system of choice goes out and looks for articles where that specific combination of keywords occurs. 

• It then tabulates these occurrences and presents them to you in relevant data reports.

• You need to be able to slice and dice the dataYou need to be able to slice and dice the data by source, date, and other dimensions, as well as drill down to the social media “atom” levelas drill down to the social media  atom  level — the individual message — if you need to.

Measurement Why it’s importantMeasurement ‐Why it s important

• For management or client accountability, need to provide some metrics that justify your company’s social media marketing or listening program. 

• Constant benchmarking is the only surefire wayConstant benchmarking is the only surefire way to know if things are working. Social media is a quickly evolving beast so if you don’t routinelyquickly evolving beast, so if you don t routinely measure and course‐correct, you could be marching down the wrong pathmarching down the wrong path. 

• The idea is to “fail fast.”

Monitoring and MeasurementMonitoring and Measurement

• Google Alerts, Analytics

• TwitterTwitter

• A Wiki of Social Media Monitoring Solutions– http://wiki.kenburbary.com/

Google AlertsGoogle AlertsGoto Google Alerts page‐ enter the search term, type, frequency of l t d il

Then goto manage your alert page and change delivery option f ‘E il’ t ‘F d’

Google Alertsalert and your email address. 

Click on confirmation

from ‘Email’ to ‘Feed’.

Click on confirmation link for the alert.

Blog Searches

RSS Readers-Bloglines-Google Reader Detail Searches

-Technorati-Ice Rocket-Boardreader

g-Feedreader -twitter.com

-WordpressDel icio us-Del.icio.us

As pointed by Google Blog, besides the RSS feed option – now alerts are delivered faster. Some alerts will also include images, wherever possible

Tracking TwitterTracking Twitter

•Twitoaster•Tweetree•ThreadedTweets•Su.pr•Bit.ly•Tweetbeep

•MakeUseOf on Twitter•http://twitter.com/MakeUseOf

Monitoring & Measurement ToolsMonitoring & Measurement ToolsFree Measurement & Monitoring Fee‐Based Measurement &Free Measurement & Monitoring Tools• Monitoring

T i S h

Fee‐Based Measurement & Monitoring Tools• Filtrbox, http://www.filtrbox.net• Radian6 http://www radian6 com– Twitter Search, 

http://search.twitter.com– TweetGrid, 

http://www tweetgrid com

• Radian6, http://www.radian6.com• Evolve24, http://www.evolve24.com• Vibemetrix, 

http://www.vibemetrix.comhttp://www.tweetgrid.com• Measurement

– SocialMention, http://www socialmention com

• Brandwatch, http://www.brandwatch.net

• Nielson Online, http://www.nielsen‐online.comhttp://www.socialmention.com

– Twitalyzer, http://www.twitalyzer.com

– bit.ly, http://bit.ly/

online.com• TNS Cymfony, http://www.cymfony.com• MotiveQuest, 

http://www.motivequest.comCi i h // i i

y, p // y/– ow.ly, http://ow.ly/url/shorten‐

url

• Cision, http://us.cision.com• PollinateMedia, 

http://www.pollinatemedia.com

SCRM Use CasesSCRM Use Cases

Source: Social CRM: The New Rules of Relationship Management, Altimeter Group 2010

Case StudiesCase Studies

• Faceconnector (Salesforce.com, Facebook)

• KLM Club China and AfricaKLM Club China and Africa

• Old Spice (Youtube, Twitter)

FaceconnectorFaceconnector

KLM ClubsKLM ClubsMeetups and 

Sharing with Community

Events

Best Practices

News in Context

Best Practices

Twitter Feed

Old SpiceOld Spice• Old Spice seeded various social networks with an• Old Spice seeded various social networks with an 

invitation to ask questions of Mustafa's character, a dashing shirtless man with over‐the‐top humor and bravado. 

• Then all the responses were tracked and users pwho contributed interesting questions and/or were high‐profile people on social networks are being responded to directly and by name in short, funny YouTube videos. Old S i i t t d th i i l di• Old Spice integrated the main social media channels successfully – Twitter, Facebook and YouTube were all deployed. 

• You saw the tweet, wanted to look at the YouTube video and then sign up on the Old Spice Facebookvideo and then sign up on the Old Spice Facebookpage. 

• The most important factor of this campaign was that they monitored and listened to their social media traffic and responded in a way that d li h d d d h i didelighted and amused their audience. 

Local Efforts

NeoRewardsNeoRewards Propensity ModellingPropensity Modelling Direct MarketingDirect Marketing ReportingReporting

Step 1: Propensity ModellingStep 1: Propensity Modelling

Step 2: Direct Marketing InterfaceStep 2: Direct Marketing Interface

Step 3: Reporting ToolsStep 3: Reporting ToolsModellingModelling InterfaceInterface

SMS @

SMS E-mail

Take AwaysTake Aways

• CRM  Social CRM: Customer Experience + Social media and pKnowledge Management

• Outside In vs Inside Out• Outside In vs. Inside Out

• Transparency

• Technology is an enabler but SCRM is a strategySCRM is a strategy

ResourcesResources

• The Facebook Era, Clara Shih.

• CRM at the Speed of Light: Social CRMCRM at the Speed of Light: Social CRM Strategies, Tools , and Techniques for Engaging Your Customers Paul GreenbergYour Customers, Paul Greenberg