Integrating Social Data with CRM: Overcoming Silos and Maximizing Engagement

1. Advanced Social CRM: Avoiding Social Data Silos July 11, 2013 Patrick Dorsey Avectra

2. Question Question @patrickfdorsey #FSAE13

3. Today’s Session • Avoid the Data Silos • How To Capture Social Data • The Right Question • The Case Study • Where to Start • Q & A @patrickfdorsey #FSAE13 t: @PatrickFDorsey

4. Survey Question #1 Do you feel social networks makes your organization more successful? @patrickfdorsey #FSAE13

5. Survey Question #2 Who is currently capturing social data as part of their corporate initiatives? Membership application? Event registration? eLearning? @patrickfdorsey #FSAE13

6. Survey Question #3 Survey Question #2 How many of your organizations are linking data from social networks to your CRM solution? @patrickfdorsey #MPINCC

7. Survey Question #4 Survey Question #3 How many of your organizations plan on doing this over the next year? @patrickfdorsey #MPINCC

8. So Simple?

9. Question Question Who is driving this initiative—membership, events or IT? The Board? @patrickfdorsey #FSAE13

10. Is This Your Organization?

11. We’re Talking About Data 2.5 quintillion bytes of data 2,500,000,000,000,000,000 2.5 million TBs

12. Integrating Social Media With CRM 50% of respondents said social networks made them more successful in the last year Only 26% admitted to linking data from social networks to their CRM software. But…72% reported they plan on doing this over the next year @patrickfdorsey #FSAE13 SugarCRM Survey2010

13. Social Data is Game Changing • More personalized user experience and interactions • Improved “targeted” communications • Empower your brand evangelist • Identify new prospects and sales opportunities @patrickfdorsey #FSAE13

14. Reality sets in… • How do we integrate and reconcile social data from a variety of sources? • How do we avoid political and cultural barriers that force the data to be captured and analyzed in isolation? • How do we combine social data with additional data sources—CRM demographics or transactional data? @patrickfdorsey #FSAE13

15. Additional Hurdles • Range of devices and applications • Tying social media to outcomes • Determining goals of social media • Revenue • Connection • Can you really measure “influence?” • Learning new competencies @patrickfdorsey #FSAE13

16. Which of the following have been challenges? Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)

17. How effective is your organization at connecting social media to revenue generation? @patrickfdorsey #FSAE13

18. How effective is your organization at connecting social media to revenue generation? Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)

19. Today’s Session • Avoid the Data Silos • How To Capture Social Data • The Right Question • The Case Study • Where to Start • Q & A @patrickfdorsey #FSAE13 t: @PatrickFDorsey

20. Social CRM Data @patrickfdorsey #FSAE13

21. Social Data Possibilities? • Social Profiles • Social-Login on website • Transactions—event registrations, purchases, blog comments • Social Media Monitoring • Ask for the data all at once or through progressive profiling? @patrickfdorsey #MPINCC

22. The Social Profile @patrickfdorsey #MPINCC

23. What Type of Data is Available?

24. Challenge How do you analyze the data? How do you make it actionable? OR @patrickfdorsey #FSAE13

25. Today’s Session • Avoid the Data Silos • How To Capture Social Data • The Right Question • The Case Study • Where to Start • Q & A @patrickfdorsey #FSAE13 t: @PatrickFDorsey

26. The Right Question How do you measure social media? OR What can you accomplish with social media data? @patrickfdorsey #MPINCC

27. What can you accomplish with social media data? • Content – What they are saying • Action – What they are doing • Personas – Who they are and what do we know about them @patrickfdorsey #MPINCC

28. Content Data Opportunity – Everyone is sharing data Challenge– Turning it into something that can be analyzed • Tweets, blog posts, shared videos/pictures, comments, reviews and opinions. • It is basically anything that people are sharing in an online format (regardless of the tool) @patrickfdorsey #FSAE13

29. Action Data Opportunity – There are many metrics to choose Challenge– Tying these “stats” to business objectives • Looking at the behavior more than the context. • Are people posting, tagging, pinning, tweeting, liking, or sharing? • Little questioning the numbers but hard to determine what it means. @patrickfdorsey #MPINCC

30. Persona Data Opportunity – People are sharing a lot of information about themselves, both intentionally and unintentionally. Challenge – How much do we want to know? (privacy issues and creepiness factor) • Who are they? • Who do they know and/or influence? • What groups do they belong to? • What do they care about? @patrickfdorsey #MPINCC

31. Making Data Usable Content Data – using scoring system and identifying key topics Action Data – Measuring revenue conversion is useful but what about engagement, reach, and customer satisfaction. Persona Data – Must create the profile and then be able to apply scoring to it to be able to measure and predict effectively. @patrickfdorsey #FSAE13

32. Leverage Social Data for Outreach Monitoring themes with influencers and customers Identify trending topics Outreach to encourage engagement and knowledge sharing @patrickfdorsey #MPINCC t: @PatrickFDorsey

33. Today’s Session • Avoid the Data Silos • How To Capture Social Data • The Right Question • The Case Study • Where to Start • Q & A @patrickfdorsey #MPINCC t: @PatrickFDorsey

34. Now What? • Homework: • Identify a organization challenge that may be solved by social data—more specifically, leveraging social data • Pros and cons @patrickfdorsey #FSAE13

35. Build-A-Use-Case Recruit Serve Reach Retain What should we build? @patrickfdorsey #FSAE13 t: @PatrickFDorsey

36. Today’s Session • Avoid the Data Silos • How To Capture Social Data • The Right Question • The Case Study • Where to Start • Q & A @patrickfdorsey #FSAE13 t: @PatrickFDorsey

37. The ROI—You Define Measuring ROI must be a plan, not an afterthought • Gain clearer understandings of the needs of your constituent/prospect • Acquire the ability to automatically react to specific needs of each individual @patrickfdorsey #FSAE13 t: @PatrickFDorsey

38. The Data is Actionable Reward engaged constituents/prospects Rescue/Reconnect with less-engaged, potentially at-risk constituents @patrickfdorsey #FSAE13 t: @PatrickFDorsey

39. Where to Start? • Start mapping your social media data to your CRM data. @patrickfdorsey #FSAE13 t: @PatrickFDorsey

40. Where to Start? • Start changing the conversation – from social media (Facebook, LinkedIn, Twitter) to Social CRM (social data applied to constituent management)—data driven decision making. @patrickfdorsey #FSAE13 t: @PatrickFDorsey

41. Where to Start? • Look for the pain points, problems or challenges in your constituent management. @patrickfdorsey #MPINCC t: @PatrickFDorsey

42. Where to Start? • Measure and optimize @patrickfdorsey #MPINCC t: @PatrickFDorsey

43. What’s the Best Tool? The consultant answer: IT DEPENDS @patrickfdorsey #FSAE13

44. Questions 3 Key Takeaways? @patrickfdorsey #MPINCC

45. Contact Me Patrick Dorsey VP, Marketing Avectra pdorsey@avectra.com www.avectra.com @patrickfdorsey