Jesus Hoyos Solvis Consulting, LLC
Social Media affects your CRM operations at a global and local level - all you need is to have a social listening strategy. This represents a vast ocean of opportunties to increase revenue, reduce costs and to gain advocates. In this lecture Jesus Hoyos will explain 5 steps to gain insights so you can engage with your customers and convert the conversations into transactions. Some of the topics are: integration, workflow, internal collaboration, communities, knowledge management and your social CRM team.
Workshop - Best of Both Worlds_ Combine KG and Vector search for enhanced R...
SugarCon 2013: Working Socially, Thinking Globally: Global Considerations for CRM Strategy
1. Working Socially, Thinking Globally: Global
Considerations for CRM Strategy
Jesús Hoyos
@jesus_hoyos
www.jesushoyos.com
www.about.me/jesushoyos
#SugarCon
2. Agenda
• The Global Aspects of a sCRM Strategy
• My TV is not working
• My Sunroof has a water leak
• Got Mofongo?
• 5 Steps to Gain Insights and improve your
sCRM Strategy
• Resources
3. The Global Aspects of a sCRM Strategy
• It is not B2B or B2C – it is about the Person
• Conversations tells us a lot
– Locations, social graph, connections, tribes, tribal knowledge
• Reach is global and local
• Content is global and local
• It is not just Twitter and Facebook – we need more than 140
characters (forums)
• It is about metrics, influencers & segments (long tail)
• Google or Bing Translate
• Is your CRM ready for the global aspect of social media?
– Address formats, name conventions, workflow, filters, integration, business units,
prospects, social marketing, etc.
7. Convert Conversations in Transactions
Workflow, business rules, integration
First Filter
Conversations
Mentions y Questions
Second Filter
Ideas
Problems
Knowledge Management
Third Filter
Social Media Agents
Fourth Filter
Call Center & CRM Agents
Internal Business
CommandCenterCommunity
8. My TV is not working (customer experience)
http://www.youtube.com/watch?v=quk9u7NoVbw
Buying the TV at BestBuy vs.
Brandsmart
Sony vs. Samsung (personal
recommendation)
Free Cable Service for Six
Months (please hold)
TV Problem (expired warranty,
buy a renewal)
Call Center and a possible
divorce
Field Service (we will be there
between 8am and 5pm)
9. Key points
• No marketing automation
• No call center integration
• No community
• Opportunity for call deflection, more than
25,000 views
• Content in USA, Spain, UK and Argentina
10. My Sunroof has a water leak (customer support)
http://www.youtube.com/watch?v=ud-ny29vBlI
Dealer – to clean and fix
the problem - $600.00
At the Dealer with their
own Wi-Fi connection
found more than 895
million mentions - jeep
sunroof water leaking –
mostly forums and videos
It takes 5 minutes per
door to fix the problem
But you need to be a
Certified Mechanic to fix it.
11. Key points
• No dealer integration
• No digital culture
• Product oriented
• No community
• Opportunity for call deflection, more than
399 views
• Content in USA (worldwide views)
13. Key points
• eCommerce
• Bilingual
• Multi-Channel
• Call Center & CRM
• Global Reach
• Segmentation
• Community & Tribes
• Long Tail
14. 5 Steps to Gain Insights and improve your
sCRM Strategy
Analysis & Monitoring, beyond sentiment
analysis
1. Metrics
2. Influencers
3. Segments & Habits
4. Social Graph
5. Use Cases
15. Step 1 – Identify your metrics
• Establish your benchmark with the
industry and competition
– By Brand
– By CxO
– By Region
– By Country
– By Language
Key Metrics
Share of Voice
Share of Conversation
Videos Views
Forum threads
Twitter Reach
Page Views
Number of Comments
16. Step 2 – Find influencer
• Identify and classify your influencers
– By Brand
– By Region
– By Country
– By Language
– By Conversation Topics
– By Trending Topics
– Yes, you can use Klout or Kred, but come up
with your influencer formula (include CRM,
Internet and Site data)
17. Step 3 – Segments and Habits
• Look for conversations beyond your brand,
the competition or industry
– Sales
– Marketing
– Customer Service
– Life Style
– Habits
– Likes and Hobbies
– Engagement
18. Step 4 – Social Graph
• Understand who is having the
conversations
– Location
– Gender & Age
– Social Profile (use FullContact, Fliptop)
– Twitter insights
– Sentiment
– Reach & Volume
– Categorization
– Differed Metrics and Data
19. Step 5 – Use Cases
• Based on the insights (Steps 1 to 4) create
and validate your sCRM uses cases
– Global impact – region or language
– Local impact – reach and volume
– Use Cases for:
• Customer Service
• Sales
• Marketing
• Crisis Management & PR
• Community Management
• Agency or Call Center (hybrid model)
• CRM Integration
20. Resources
• 10 Steps to integrate Social Media and CRM
– http://www.slideshare.net/jesus_hoyos/10-steps-to-integrate-crm-and-social-media
• SCRM Ecosystem Whitepaper for SugarCRM
(Spanish)
– http://www.sugarcrm.com/la/whitepaper/el-ecosistema-del-crm-social
• Managing International Projects
– http://www.slideshare.net/jesus_hoyos/managing-international-crm-projects
• CRM for Hispanics and Latin America
– http://www.slideshare.net/jesus_hoyos/using-crm-for-the-hispanic-and-latin-american-
markets