Social Media CRMWhat it should mean for your company and how to develop a process for successful execution

Jamie DuklasDirector of Social Media, Booyah Online Advertising@jduklas

6/29/2011

#OMSDEN #SCRM

About Booyah

SEOShopping Engines

Paid Inclusion

Local

Mobile

EmailPaid

Search

Shopping Engines

Creative Services

Online Display

SocialMedia

SearchMarketing

#OMSDEN #SCRM

About Me

• I’m tall• Lead the social media consulting practice at Booyah• Board member, Social Media Club – Mile High• Good at collecting student loans: MBA from

University of Denver, undergrad from University of Wisconsin

• July 12 event: Social Media Panel featuring Southwest Airlines: http://www.facebook.com/event.php?eid=138238122921473

#OMSDEN #SCRM

Social Media is Not Fun*

• Of course it can be, but…• Start with a business goal!

*Hopefully this presentation is at least a little fun

#OMSDEN #SCRM

What is Social CRM?

#OMSDEN #SCRM

Benefits (aka Why Bother)

• Optimized messaging across all customer touch points (sales, marketing, service)

• Increased customer retention• New customer acquisition• Product knowledge / customer insight• Bottom line: smarter marketing & make

more money

#OMSDEN #SCRM

Leverage the Social Graph

• Consider social media a database

• Find the unique identifier to connect the information

#OMSDEN #SCRM

Develop Social Media Maturity

#OMSDEN #SCRM

Collective Intellect

Essentials for Your Database

• Monitoring (data collection)• Engagement history• Customer profile (data connection)• Internal CRM data

#OMSDEN #SCRM

Social CRM: Business Process

Monitoring

Marketing

Engagement

Sales

CustomerService

Data

Social Graph(Customer

Profile)

Internal(Customer

Profile)

#OMSDEN #SCRM

Operational(Tactical)

Customer CRM(online ↔ offline)

WorkflowEngage

Text Mining

• Social Media• Client Social

Community• Private Data

Central Data

• POS• Web• Other

Big Picture(Strategy)

Data Collection Data Refinement Measure & OptimizeData Management

Rules

Engine

Social CRM: IT Process

#OMSDEN #SCRM

Connect the Dots

• A complete view of customer interactions

• Communicate the way the customer wants

#OMSDEN #SCRM

Break Down Data Silos

Marketing Sales CustomerService

SocialMedia

Third-PartyData

Unified Data

Optimized Customer Engagement

#OMSDEN #SCRM

Optimized Customer Engagement

• All customer touch points have the same data

• Communication is spread out• Timed for best result• Each interaction is documented• A comprehensive customer profile

#OMSDEN #SCRM

It Starts with Software…

Monitoring Engagement Promotions Influencer CRMFree Google Alerts TweetDeck Wildfire Klout

Social Mention Hoot Suite North Social PeerIndex

Paid Buddy Media Buddy Media TraackrTrackur Shoutlet Shoutlet Spot InfluenceMeltwater Buzz Involver Wildfire mBlast - mPactScout Labs Scout Labs North SocialSysomos Sysomos OfferpopRadian6 Radian6Alterian SM2 Alterian SM2Collective Intellect Collective Intellect Collective IntellectSpredfast Spredfast Spredfast Spredfast

#OMSDEN #SCRM

It Doesn’t Have to be Fancy

#OMSDEN #SCRM

Social CRM Software Costs

• A lot can be done with free software and their APIs

• Remember the Social Maturity Curve – start with monitoring

• Entry level software: $7,000 - 12,000 / year• Sophisticated software: $20,000 - $100,000 /

year

#OMSDEN #SCRM

Change the Way You Communicate

#OMSDEN #SCRM

People Talking to People

• Social Media is people talking to people– The more you know about a person the more

meaningful, timely and targeted your message can be

#OMSDEN #SCRM

Before CRM

A. No response, you’re not listening

B. Respond. No data is recorded.

#OMSDEN #SCRM

With CRM

ProblemSolved

Data Added to Profile

BusinessIntelligence

#OMSDEN #SCRM

Reactive vs Proactive

#OMSDEN #SCRM

Sales Prospecting

• Under-utilized part of social media• Smart keyword targeting• Lead people through the buying process

#OMSDEN #SCRM

Develop an Engagement Strategy

#OMSDEN #SCRM

Engagement Goals

• Reply in real-time if possible• Set expectations• Create action (drive clicks)• Develop a formal process• Track your engagement process• Create dashboards & metrics to

show success

#OMSDEN #SCRM

Engagement Workflow

#OMSDEN #SCRM

Radian6

Customize Your Response to the Motive / Persona

Social MediaMonitoring

EngagementCustomize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer.

#OMSDEN #SCRM

Measure Your Engagement

Social MediaMonitoring

EngagementCustomize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer.

MeasurementTrack all your engagements, develop dashboards. Use analytics tracking and KPI metrics.

#OMSDEN #SCRM

Measurement Dashboard

#OMSDEN #SCRM

SpredFast

ROI Pyramid

#OMSDEN #SCRM

ROI

• Increased revenue through customer retention and new customer acquisition

• Smarter and streamlined marketing• Efficiency (less customer service)• Product and customer insight

#OMSDEN #SCRM

Takeaway Points

• Start with a business goal• Invest in social media software• Connect the dots (data unity)• Drive targeted, timely & meaningful

conversation• Be proactive and reactive

#OMSDEN #SCRM

Thank You

What it should mean for your company and how to develop a process for successful execution

Jamie DuklasDirector of Social Media, Booyah Online Advertising

jduklas@booyahadvertising.com (303) 345-6634@jduklaswww.linkedin.com/in/jamieduklashttp://social-media-strategist.com

Social Media CRM

#OMSDEN #SCRM

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