The document discusses social CRM, providing definitions, barriers to implementation, and tips for getting started. It defines social CRM as a company's response to customers owning the conversation on social media to gain customer intelligence, delight customers, and find new customers. Barriers include inflated expectations, complexity, lack of case studies, multiple vendors, shifting platforms, and internal politics. It recommends starting small, building a business case, focusing on tangible benefits, and combining relevant teams. The document provides examples from companies like American Express, Barclays, and KLM that use social CRM.

1. NixonMcInnes
Social CRM
A practical look at what it is, and
how to get started
Ross Breadmore
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2. @rossbreadmore
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http://www.flickr.com/photos/bendeck/2639210778/sizes/l/

3. Clients
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4. Page 4 | Social CRM / Social Media Week | September 2012

5. A definition
“It’s the company’s
programmatic response to the
customer’s ownership of the
conversation.”
Paul Greenberg
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6. Social CRM – my definition…
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7. Definition disclaimer
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8. Social CRM – my definition
+
in order to…
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9. 1. Gain intel on customers
http://blog.thoughtpick.com
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10. 2. Delight and retain customers
http://tpdsaa.tumblr.com/
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11. 3. Find new customers
Flickr user nationallibrarynz_commons
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12. NixonMcInnes
Barriers to social CRM
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13. Inflated expectations
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14. Complexity
http://www.bankingtechnology.org/
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15. Lack of BIG case studies
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16. Multiple vendors
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17. Shifting platforms
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18. Internal politics
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19. NixonMcInnes
Getting started
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20. Consideration – commercial
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21. Speak their language
• Build a business case for Social CRM, focusing on
tangible metrics (sales, retention, ARPU etc).
• What’s the minimal viable product? I.e. how can we
test this without incurring huge expense?
• What Social CRM benefit carry most weight internally?
Focus on those if necessary.
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22. Consideration – ethical
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23. Do what feels right, and ask your customers
• If you have suitable internal committees, use them.
• Many large brands will have committees and councils (or
external expertise) focused on the best interests of the
customer.
• Whenever introducing any new kind of Social CRM, be
transparent, explain the benefits to the customers and
invite feedback.
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24. Consideration – technical
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25. Start small
• Avoid large scale deployment for as long as possible;
get passionate technical stakeholders on board and
get them talking to each other.
• Map out the various data inputs and outputs, and then
join-up whatever will be most interesting or beneficial.
• Prototype in safe environments, using old data if
necessary.
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26. NixonMcInnes
Some examples to get you
thinking
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27. The network: network follower count
Network follower
count:
A
A = 0 not followed by
C
anyone in the network
B
B = 2 followed by 2
Mr. X
D other followers of Mr.X
C = 1 followed by 1 of
Mr.X followers
D = 2 followed by 2
other followers of Mr.X
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28. Reach mapping
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29. Page 29 | Social CRM / Social Media Week | September 2012

30. KLM Meet & Seat
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31. Page 31 | Social CRM / Social Media Week | September 2012

32. Page 32 | Social CRM / Social Media Week | September 2012

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34. Providing security, and working around barriers
“AXP will not provide Foursquare or Facebook access to your
AXP account number or to any of your other PII. Instead, AXP
will create a unique identifier (“UID”) that does not contain
your AXP account number, which §will serve to identify you to
Foursquare and/or Facebook to facilitate your participation in
the Program”
American Express Sync terms and conditions
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35. Combine teams
ONLINE MENTIONS OF
BARCLAYS OR BARCLAYCARD
Web Customer
PR team relations service
team team
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37. Interesting moves in platform land
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38. Interesting moves in platform land
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39. NixonMcInnes
In summary
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40. Five final tips
• Don’t get hung up on definitions
• Find passionate people within your
business and bring them together
• Start small and iterate
• Avoid data overload – focus on objectives
• Ask yourself and others if it feels ethically
ok
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41. NixonMcInnes
Thank you!
nixonmcinnes.co.uk
ross.breadmore@nixonmcinnes.co.uk
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