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Social Media / Social Networking A new world or just better business ? Being social is an essential part of your CRM strategy Are you being social with.

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Presentation on theme: "Social Media / Social Networking A new world or just better business ? Being social is an essential part of your CRM strategy Are you being social with."— Presentation transcript:

1 Social Media / Social Networking A new world or just better business ? Being social is an essential part of your CRM strategy Are you being social with your customer relationship management strategy ?

2 On the menu … How we interact with our customers & why Overlaying that thinking into our strategy A customer who loves our approach Our recommendations, based on our activities

3 Information Exchange Vendor Prospect Product/Company Ongoing Dialog Search Newsgroups & Communities Opinion Leaders Competitors Internet

4 Prospect/Vendor Information Exchange Information Time Personal Experience Vendor Managed Influence Non-Vendor Managed Influence

5 5 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 whats 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

6 Social Profiles

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8 How we interact with our customers & why Overlaying that thinking into our strategy A customer who loves our approach Our recommendations, based on our activities On the menu …

9 CRM Technology Strategy Interoperability Connected Front / Back Office Anywhere Workforce Experience

10 Indirect / Contextual Input Application Context Context Aware Service Travel plans for next week New Opportunities / Contacts I have not met Zoominfo & Linkedin are trademarks of Zoom Information Inc & LinkedIn Inc

11 How we interact with our customers & why Overlaying that thinking into our strategy A customer who loves our approach Our recommendations, based on our activities On the menu …

12 Sage is the best company ever

13 How we interact with our customers & why Overlaying that thinking into our strategy A customer who loves our approach Our recommendations, based on our activities On the menu …

14 Social Media Patterns A synthesis of our experiences for you

15 Overview 6+ month tracking of data on 14 accounts on the following Social media sites: Twitter Facebook LinkedIn Blogger

16 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

17 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

18 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

19 What works for us … Create topic-centric themes Promote, promote, promote the community site(s) Keep the conversation flowing – but dont over-post Engage any members who interact with us Engage for us means ….

20 Network Attract around common interest Community Fan Book

21 Author Join discussions and publish profiles Community I want to say…

22 Search and Follow Discover through social media Whos talking about Sage?... Sage at TFM&A!Sage CRM Sage SalesLogix Bob: Dave: Tom:

23 Search and Follow Track through social media Twitter Whats Dave up to?... My boss is a pain Im learning to scuba dive Travelling to Manchester Dave uses Facebook to keep up with friends and family Dave Tweets about his latest activities Dave keeps in touch with colleagues on Linked In

24 Social Media and CRM Social Networks Network Blogs, Social Messaging Relationships, Referrals Keyword Frequency Tag Clouds Voting, Recommendation Author Authoring UI Log Event Post Messages Opt-in Profile Post Messages Opt-in Profile Follow and Search Log Event Monitor UI Search Public Postings (Twitter) Follow Contacts, Forums, Accounts Receive Alerts (Google) Search Public Postings (Twitter) Follow Contacts, Forums, Accounts Receive Alerts (Google) Update Share, Collaborate Delegate, Queue Track & Remind Aggregate and Take Action Team Take Action CRM Individual

25 Sage CRM Solutions – Social Media Tips Six tips, based on our work so far

26 26 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

27 27 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.

28 28 Social media Tip 2 No one uses all offline media channels. Dont 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.

29 29 Social media Tip 3 Are you using these channels personally? If you arent 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.

30 30 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

31 31 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.

32 32 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

33 How we interact with our customers & why Overlaying that thinking into our strategy A customer who loves our approach Our recommendations, based on our activities On the menu …

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35 David Beard CRM Evangelist – Sage


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