This document summarizes a presentation on using social CRM to leverage social media for customer management. It discusses how social media has changed CRM and the customer purchase funnel. It provides 5 strategies for using social media and emphasizes identifying your organization's social media presence, managing listening and engagement, and using the right tools. It also stresses the importance of developing programs with clear goals, objectives, metrics and actions to take based on social media insights.

1. Keys to Unlocking Social CRM for your organization - 2nd Social Media for Customer Management Online Summit Joakim Nilsson - 18 th July 2011 - Follow via twitter #SRCMevent Follow via twitter #SRCMevent – Tweet me @JoakimNilsson

6. I ”like” that Tweet tweet! Customers are leading the adoption of social media tools

7. Whilst most companies are left playing catch-up in a fast moving environment http://www.jonnygoldstein.com/

8. Customer Relationship Management using Social Media tools and technologies. Today we talk about Social CRM, tomorrow we’ll simply refer to it as CRM again...

9. An ever growing web of social tools & technologies and mobile apps http://www.theconversationprism.com/

10. Social media changed the purchase funnel

11. Who creates the impressions? http://blogs.forrester.com/augie_ray/10-04-20-peer_influence_analysis_what_it_how_marketers_use_it

12. It’s true that Social networks are growing at record speed. But there’s something else growing even faster...

13. We’re climbing towards the peak of inflated expectations. It’s your job to manage that.

15. Ok, you already seen all that before... So what can companies and organisation do to leverage this to their advantage?

16. 5 strategies organisations can adopt to leverage social media Reading tips: Forrester Research, Groundswell book

19. You don’t need to end up with this Dell’s Social Media Listening Command Center

20. Is Social CRM a department? Or is it a set of activities that concerns various existing departments?

21. Centralized or Hub-and-Spoke?

23. Isn’t there one tool that does it all? Source: http://www.socialbrite.org/2010/11/09/top-10-social-media-dashboard-tools/

24. Today most tools are specialized in either one of these 3 categories. A tool like Hootsuite may be sufficient for some companies whilst others may need stronger monitoring capabilities.

25. Popular Monitoring tools Reading tips: Econsultancy – Online Reputation and Buzz Monitoring Buyer’s guide Free tools Enterprise tools Google Alerts Radian 6* Ice Rocket Synthesio* Social mention Brandwatch Board reader Sysomos Yahoo Pipes ( http://pipes.yahoo.com/pipes/pipe.info?_id=f1ae63990f6d5b9e48ce807a77bb9995 ) Alterian SM2 (Free up to 1K mentions/month) Monitorthis.77elements.com Attentio trackur Meltwater Buzz *Has some publishing capabilities

27. Popular publishing tools Source: Oneforty.com Free tools Platforms supported Hootsuite Twitter, Facebook, LinkedIn, Ping.fm, Wordpress, MySpace, Foursquare, Mixi Tweetdeck Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz Sesmic Twitter, Facebook (more via Sesmic Marketplace) Enterprise tools Platforms supported CoTweet Twitter, Facebook Spredfast Twitter, Facebook, YouTube, Tubemogul, Blogs, Foursquare, Gowalla, Slideshare, Flickr, LinkedIn, MySpace Sprout Social Twitter, Facebook, Foursquare, Gowalla, LinkedIn , MySpace Sprinklr Twitter, Facebook, Foursquare, Gowalla, LinkedIn, Flickr, Wordpress, Slideshare

30. A measurement toolbox that will take you far Source: Oneforty.com Tool What does it do? Twitalyser Twitter benchmark Klout Artificial ”influence” score Social report Aggregates mertics from propriety social media channels Twenty feet Aggregates mertics from propriety social media channels AWE.SM Link shortener and tracker Google Analytics Web metrics and referrals

32. Setting up the tools and align it with organisation is not enough. It’s only the beginning, now you can start working on your content, programs and campaigns.

33. Step 1: Identify your customers and prospects on social channels Where are they? Who are they? Identity Est. reach Twitter.com/ABC 34K followers Blog XYZ 10K/monthly Forum user A 0,6K imp Forum user B 1,2K imp

37. As with everything in business; It’s all about your Goals and Objectives. There’s a sea of metrics from social media channels, how do you make any sense from them?

38. Back to basics: Goals, objectives, strategies, tactics Recommended reading : http://smroi.net/ Type Description Goals High-level planning targets that your marketing plan will achieve. Usually somewhat abstract and unmeasurable. Objectives The measurable results that combine to achieve a goal. These are concrete and measurable. Strategies The broad plan to fulfil and objective. Like goals, these are more abstract than tactics. Tactics Actionable tasks/programmes that supports the strategies. Concrete things you are planning to do.

39. What you need to measure vs what you can measure Type Description Metrics Things we can measure. KPIs Key Performance Indicators, or a better word here would be: Key Performance Metrics. These are the metrics we need to measure as they directly impact the objective.

40. Example 1: How you sCRM could help you lower costs (Numbers, data and programs are fictive, the purpose is to give you ideas of programs you can run)

43. Trend charts: Measuring your programs success B) Company starts to engage it’s customer service team on social media A A) Company launches an initial NPS survey to a random selected customer base B C) Number of mentions resolved starts to go up and number of inbound calls drops C D) Inbound calls has now dropped by avg. 20% D E) Year-end NPS survey to follow up on changes in customer satisfaction. E

44. Example 2: How you sCRM could increase your revenues (Numbers, data and programs are fictive, the purpose is to give you ideas of programs you can run)

46. Create a Social Media Scorecard to aggegate all your metrics Channel Activities Engagement Reach Network size Referrals to site Twitter #tweets #replies, #mentions, #retweets, #clicks #mention audience, #retweet audience #followers #of visitors Facebook #posts #nr of likes, #nr of comments, #nr of clicks #page view, #newsfeed impressions #page likes #of visitors Youtube #videos #comments, #ratings, #subscribers #video views, #channel views #subscribers #of visitors

47. Twitter: identify metrics that matters for your objective A A) Company has no strategy for twitter B) Company creates a content schedule for twitter based on customer insights B C) Company launches tweet-button on website articles C D) Company identified customers being Mass Connectors on twitter and launched targeted campaign D E) Network size hasn’t grown significantly but Referral traffic is up by miles E

49. You’ve been a fantastic audience! Thank you and good luck with your sCRM program! Follow me on: @JoakimNilsson and http://joakimnilsson.com