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Social Media / Social Networking A new world or just better business ? Are you being social with your customer relationship management strategy ? Being social is an essential part of your CRM strategy 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 Information Exchange Search Newsgroups & Communities Product/Company Internet Ongoing Dialog Opinion Leaders ProspectCompetitors Vendor Prospect/Vendor Information Exchange Non-Vendor Managed Influence Information Vendor Managed Influence Personal Experience Time 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 what’s 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 5 Social Profiles On the menu … P 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 CRM Technology Strategy Interoperability Anywhere Workforce Experience Connected Front / Back Office Common Components Services Based Integration SaaS business Platform Context Aware Services Anywhere Workforce Awareness Context Aware Service Application Context New Opportunities / Contacts I have not met Zoominfo & Linkedin are trademarks of Zoom Information Inc & LinkedIn Inc Indirect / Contextual Input Travel plans for next week On the menu … P P 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 “Sage is the best company ever” On the menu … P P P 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 Social Media Patterns A synthesis of our experiences for you Overview 6+ month tracking of data on 14 accounts on the following Social media sites: • • • • Twitter Facebook LinkedIn Blogger 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 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 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 What works for us … • • • • Create topic-centric themes Promote, promote, promote the community site(s) Keep the conversation flowing – but don’t over-post Engage any members who interact with us • Engage for us means …. Network Attract around common interest Community Fan Book Author Join discussions and publish profiles Community I want to say… Search and Follow Discover through social media Sage at TFM&A! Who’s talking about Sage?... Bob: 02 7123 6352 Tom: [email protected] Dave: [email protected] Sage SalesLogix Sage CRM Search and Follow Track through social media What’s Dave up to?... My boss is a pain Dave keeps in touch with colleagues on Linked In Travelling to Manchester I’m learning to scuba dive Dave Tweets about his latest activities Dave uses Facebook to keep up with friends and family Social Media and CRM Network Follow and Search Monitor UI Log Event • Search Public Postings (Twitter) • Follow Contacts, Forums, Accounts • Receive Alerts (Google) Social Networks • Post Messages • Opt-in Profile Author Aggregate and Take Action Individual Take Action • Blogs, Social Messaging • Relationships, Referrals • Keyword Frequency • Tag Clouds • Voting, Recommendation Team CRM • Update • Share, Collaborate • Delegate, Queue • Track & Remind Authoring UI Log Event Sage CRM Solutions – Social Media Tips Six tips, based on our work so far 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 26 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. 27 Social media Tip 2 No one uses all offline media channels. Don’t 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. 28 Social media Tip 3 Are you using these channels personally? If you aren’t 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. 29 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’ 30 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. 31 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 32 On the menu … P P P P 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 David Beard CRM Evangelist – Sage http://community.sagecrm.com http://www.talkingaboutcustomers.co.uk