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Social Media Customer Management 101

Social Media Customer Management 101. Adam Metz, Principal. 1. The methodology 2. Pick from the 22 Use Cases of Social Customer Management & Engage Across Multiple Business Functions 3. You need a social media monitoring system and a CRM to track business outcomes. Social Network Services.

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Social Media Customer Management 101

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  1. Social Media Customer Management 101 Adam Metz, Principal

  2. 1. The methodology 2. Pick from the 22 Use Cases of Social Customer Management & Engage Across Multiple Business Functions 3. You need a social media monitoring system and a CRM to track business outcomes.

  3. Social Network Services Online Reviews & Ratings Discussion Forums MicroBlogs Blogs Wikis Video Podcasts Widgets The Nine Buckets of Consumer Social Web Tools

  4. Want free social customer webinar invites? Text METZ to 50500 tinyurl.com/metzbooks

  5. Starting With The Tools = Not Viable Strategy

  6. Big Takeaway #1: The Methodology • LPOSTm Methodology • Listen: Get a social media management system and listen for 30 days. • People: We pick our stakeholder set first. Who are the people, inside and outside our company that we want to engage and create outcomes with? • Objectives: We decide upon a business objective, and the metrics by which success will be measured. Fans & followers are not business objectives.

  7. Big Takeaway #1: The Methodology • LPOSTm Methodology • Strategy: We write a strategic document, and execute against it. Planning and strategy are not the same thing. This is where we strategize to be different, and absolutely amazing. Without WOW, this is pointless. Don’t do it. • Tools: We pick our tools last. • Measure: We measure the key metrics every 3 months, and iterate the plan based on our measurements.

  8. Big Usable Action #1: Make The Methodology 1. Sit down with your team and order a bunch of pizzas and write the strategy. 2. It will take two or three meetings. 3. Always have food. If there is no food, no one will come. 4. Have someone run the meeting, with a fancy gavel, if possible. 5. Have someone else (who doesn’t talk much) take notes on a computer. 6. Post the results on a wiki like PBWorks or Google Docs, so everyone can see them (and change them) 7. Divide up who will do what, and start executing, immediately. If anyone doesn’t do their job, change their job duties to include this.

  9. Brands Taking Action

  10. Social Mobile • Brands (even bands) are making mobile content for the social web cheaply and quickly • Collateral contains ability to click-through to medium-to-high priced items ($100-$1000+) • Number of branded social mobile apps are higher than ever: the number of mobile payment users worldwide will total 73.4 million in 2009, up 70.4 percent from 2008 when there were 43.1 million users

  11. Big Take-away #2: Engage Across Multiple Business Functions, To Create Outcomes WITH The Social Customer slideshare.com/metzconsulting

  12. Big Usable Action#2: Pick 1 or 2 of these Use Cases & Begin!

  13. LPOSTm: An Example • LPOSTm Methodology: Resort At Port Ludlow • Listen: Do this for 30 days. • People: We want to work with our employees, prospective customers and customers in the Seattle, Portland, and Pacific Northwest metro markets. They are primarily adults ages 30-65. • Objectives: Our business objective is threefold: (1) to add new sales, (2) increase same-property sales, and (3) protect the brand. • Strategy: We will WOW our best repeat customers with a VIP experience. We will also manage all social customer channels across all company departments to derive social sales and marketing insights, and then act on them.

  14. LPOSTm: An Example • LPOSTm Methodology: Resort At Port Ludlow • Tools: For the next 90 days, we will use Context Optional, Facebook, Yelp, our InfusionSoft CRM, Twitter and for books, we’ll use There Is No Secret Sauce and The New Community Rules • Measure: We measure the key metrics every 3 months, and iterate the plan based on our measurements.

  15. Facebook Context Optional Social Media Management System Email Marketing Yelp Other Social Media Other Marketing InfusionSoft Social CRM Ops & Rest of Your Business

  16. Social Media Monitoring System (SMMS) Big Take-away #3: Without Some Form Of sCRM and Social Media Monitoring, There Is No Way To Track Business Outcomes sCRM

  17. Big Usable Action #3: Buy The sCRM and Social Media Monitoring and Set It Up

  18. Recap • BTA 1: Use LPOSTm methodology to write your strategy with your team. • BTA 2: Engage across multiple business functions, WITH the social customer, using the 22 Social CRM uses cases, to create business outcomes. • BTA 3: Record everything and run everything on your social Customer Relationship Management system (sCRM), and monitor everything on your social media management system (SMMS).

  19. Social Business Wiki - try it for free! To receive a $188 gift certificate to the Metz Consulting store for a 1-week free social business wiki, text WIKI to 50500. www.adammetz.com

  20. Social Business Wiki - try it for free! Flavors include travel/hospitality, small business and CPG. Text WIKI to 50500 for a gift certificate.

  21. The First Easy Social Customer Strategy Book Want to send a complimentary PDF copy to a colleague? Text METZ to 50500

  22. Want to come to a no-cost 4-hour workshop in SF? Email christina@adammetz.com! Past Attendees 10/28, 12/16

  23. Want these slides? Email christina@adammetz.comPeace out - Metz.

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