Presentation by François Rüf, Principal Program Manager, Microsoft Schweiz, @ Executive Circle Summit December 2013, about the social customer, social strategies, CRM and social media and Microsoft.
3. The social customer
1.2b
44%
posts per day just
on Facebook and
Twitter alone
of consumers
complain via social
media
20%
57%
through the buying
cycle before they
contact you
expect a response
within 1 hour via social
media
4. CRM in the social age
TRUST
TRANSPERANCY
ACCESS
People trust people not
companies
People are able to know
everything about your product
People are able to get easily
recommendations from their
network
BUYING PROCESS HAS CHANGED: conversations in social media have become more
influential to the buying process than traditional sales and marketing tactics.
This has a BIG
IMPACT on the overall Sales, Marketing, Communication and Customer Care process
6. Social Business Opportunities
MARKETING
SALES
SERVICE
Monitor Campaign
Effectiveness
Identify Influencers
Work Better
Together
Intercept Buying
Signals
Social Customer
Care
Early Warning
System
Manage Brand
Reputation
Publish Social
Content
Customer
Collaboration
Enriched Insights
Knowledge
Management
Measure Customer
Satisfaction
7. Setting up a strategy
7 Steps to a social CRM strategy
8. Step 1
Where are the opportunities in your business?
Social Listening and Analytics is great way to start
9. Step 1
Microsoft Dynamics Overview: First insights
Overview on Microsoft Dynamics CRM KPI’s and Timeline
10. Step 1
Channel Timeline and distribution for Microsoft Dynamics
CRM
Twitter Details for Microsoft Dynamics CRM
11. Step 1
Sentiment on Twitter for Microsoft Dynamics CRM
Advocates and their posts for Microsoft Dynamics CRM
14. Step 3
Build a business case
End-end scenarios
Integration & Closed Loops
Data Mining & Analytics
15. – Closed loops & Social ROI
Netbreeze
Marketing Pilot
Reputational
risk identified
– drill down
and analyze
the situation
Dynamics CRM
Launch campaign
and measure success
Yammer
Push report to
Yammer
Collaborate
with colleagues
how to mitigate
the risk
20. Biggest pitfalls of implementing social
A Silo within a
company
Too expensive to roll
out to many users
Not seamlessly
integrated
Social Strategy not aligned with top business goals
25. Listen & Analyze
Global sentiment analysis
Gain a true understanding of your customers and your
business on a global scale across the social web.
Share of voice
Track your brand, products, and influence in 28 languages
across Twitter, Facebook, YouTube, news channels, blogs, and
forums.
Competitive intelligence
See how you measure up against the competition. Identify
differentiators, strengths, and weaknesses.
Campaign management
Measure social impact on marketing, sales, and service
campaigns. Gain insight on what’s working and what isn’t.
26. Monitor & Respond
Top influencers
Identify and connect with the most influential voices in your
community.
Early warning system
Gain early insight on problematic issues and stay on top of
hot topics in your industry.
Watchdog
Get notified on custom key words, competitive conversations,
and industry questions.
TrendScout
Get notified when posts and publications differ from statistical
expectations.
30. Participant Benefits
Qualify for access
Complimentary 90-min online consultation on
social best practices
Training
Ongoing 1-hour community calls with our social
listening experts. Self-serve end-user training
materials
Support
Ability to ask support questions and provide
product feedback through Microsoft Connect
31. Next Steps
Sign up for Connect
https://connect.microsoft.com/site687/Invitat
ionUse.aspx?ProgramID=8174&InvitationID=
nbe-H8GB-GBJH
Nominate
Fill in the nomination survey
http://connect.microsoft.com/site687/Survey/
Survey.aspx?SurveyID=15430
Any questions?
crmtapbeta@Microsoft.com
Netbreeze Questions Yammer group
32. Besten Dank für Ihre Aufmerksamkeit
François Rüf
Principal Group Program Mgr Dynamics CRM
Francois.Ruf@microsoft.com
Mobile: +41 (0)78 844 63 70
Twitter: fruef
LinkedIn: linkedin.com/in/francoisruef
Microsoft Schweiz
Ringstrasse 12
CH-8600 Dübendorf