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Social Media / Social Networking A new world or just better business ?. Are you being social with your customer relationship management strategy ?. Being social is an essential part of your CRM strategy.
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Social Media / Social NetworkingA new world or just better business ? Are you being social with your customer relationship management strategy ? Being social is an essential part of your CRM strategy
On the menu …How we interact with our customers & why Overlaying that thinking into our strategyA customer who loves our approachOur recommendations, based on our activities
Information Exchange Newsgroups & Communities Search Product/Company Internet Ongoing Dialog Prospect Vendor Opinion Leaders Competitors
Prospect/Vendor Information Exchange Non-Vendor Managed Influence Vendor Managed Influence Personal Experience Information Time
Our credentials • Social media is a major part of our marketing activity • We ran the first integrated social media campaign on LinkedIn • We run blogs, Twitter feeds, Facebook groups and YouTube channels • We monitor what’s being said about us, where, when and by whom • We use web analytics to evaluate our performance • We integrate social media into our search strategy 5
P How we interact with our customers & why Overlaying that thinking into our strategyA customer who loves our approachOur recommendations, based on our activities On the menu …
CRM Technology Strategy Anywhere WorkforceExperience Connected Front / Back Office Interoperability SalesLogix | Sage CRM Services ACT! Common Components ERP Services Based Integration Connected / Disconnected / Mobile ACT! | SalesLogix | Sage CRM SaaS business Platform Anywhere Workforce Awareness Context Aware Services
Context Aware Service Travel plans for next week Linked-In Opportunities Activities ZoomInfo ACT! Sage CRM SalesLogix Indirect / Contextual Input Application Context Context Aware Services New Opportunities / Contacts I have not met Zoominfo & Linkedin are trademarks of Zoom Information Inc & LinkedIn Inc
P How we interact with our customers & whyP Overlaying that thinking into our strategyA customer who loves our approachOur recommendations, based on our activities On the menu …
P How we interact with our customers & whyP Overlaying that thinking into our strategyP A customer who loves our approachOur recommendations, based on our activities On the menu …
Social Media Patterns A synthesis of our experiences for you
Overview 6+ month tracking of data on 14 accounts on the following Social media sites: Twitter Facebook LinkedIn Blogger
Items viewed Twitter Following – follower ratio Followers over time (looking for spikes in counts) Content pieces or actions that could account for follower spikes Facebook Friend total Frequency of wall postings (combined) LinkedIn Group development Content/membership ratio Blogger High traffic blogs – frequency of posts Content review
Analysis Most large following nodes are topic-centric Promotion of site heavily influenced by traditional media Content is less of a viewership driver than marketing
Analysis /2 Authors typically interact with < 50 members Authors have frequent interaction with 2-6 members Avg weekly posting – 6 new posts + 10 comments Initially posting counts are high while viewership is low. As viewership increases net new postings drop significantly Comments increase
What works for us … Create topic-centric themes Promote, promote, promote the community site(s) Keep the conversation flowing – but don’t over-post Engage any members who interact with us • Engage for us means ….
Network Attract around common interest Fan Book Community
Author Join discussions and publish profiles Community I want to say…
Search and Follow Discover through social media Sage at TFM&A! Sage CRM Sage SalesLogix Who’s talking about Sage?... Bob: 02 7123 6352 Tom: TomN@myemail.com Dave: Twitter@sage.com
Search and Follow Track through social media Dave keeps in touch with colleagues on Linked In Dave Tweets about his latest activities Dave uses Facebook to keep up with friends and family What’s Dave up to?... My boss is a pain Travelling to Manchester I’m learning to scuba dive Twitter
Social Media and CRM Follow and Search • Search Public Postings (Twitter) • Follow Contacts, Forums, Accounts • Receive Alerts (Google) Monitor UI • Post Messages • Opt-in Profile Log Event Author Authoring UI Aggregate and Take Action CRM Individual • Update • Share, Collaborate • Delegate, Queue • Track & Remind Log Event Take Action Team Network • Blogs, Social Messaging • Relationships, Referrals • Keyword Frequency • Tag Clouds • Voting, Recommendation Social Networks
Sage CRM Solutions – Social Media Tips Six tips, based on our work so far
Assumptions • The marketing basics are already in place; • A defined marketing plan with clear, measurable objectives • Web analytics is set up (and used) • Search (natural and paid) activity running • A content plan for your website exists • The resource (people) is available to sustain any Social Media activity 26
Social media Tip 1 Understand the activity on your own site before you do anything else. Define where you are and then you will then be able to benchmark the impact of any Social Media activity. 27
Social media Tip 2 No one uses all offline media channels. Don’t feel you need to use every Social Media channel either. Be selective. Choose the channel that already features conversations about your company or your area. 28
Social media Tip 3 Are you using these channels personally? If you aren’t familiar with them now is the time. Set up a Facebook profile, a Twitter feed or a LinkedIn profile. Get comfortable with it yourself. Then set up the official channels for your business. 29
Social media Tip 4 Set up a series of basic guidelines for your people. What can they say, where, when and how? Empower your people to be able to react quickly without layers of ‘approval’ 30
Social media Tip 5 As your level of engagement increases so will the level of resource required. At the highest levels it needs the support of the entire business. Define your level of engagement according to your ability to support it. 31
Social media Tip 6 Are you adding value? Are you helping answer users queries or problems, pointing them to the right solution or providing insights they can use? If not you are not having a conversation – you are advertising 32
P How we interact with our customers & whyP Overlaying that thinking into our strategyP A customer who loves our approachP Our recommendations, based on our activities On the menu …
David BeardCRM Evangelist – Sage http://community.sagecrm.comhttp://www.talkingaboutcustomers.co.uk