Social Media / Social Networking A new world or just better business ? Being social is an essential...

Social Media / Social Networking A new world or just better business ?

Being social is an essential part of your CRM strategy

Are you being social with your customer relationship management strategy ?

On the menu …

How we interact with our customers & why Overlaying that thinking into our strategyA customer who loves our approachOur recommendations, based on our activities

Information Exchange

VendorProspect

Product/Company

Ongoing Dialog

SearchNewsgroups & Communities

Opinion Leaders

Competitors

Prospect/Vendor Information Exchange

Information

Time

Vendor Managed Influence

Non-Vendor Managed Influence

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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

Social Profiles

How we interact with our customers & why Overlaying that thinking into our strategyA customer who loves our approachOur recommendations, based on our activities

On the menu …

CRM Technology Strategy

Interoperability Connected Front /Back Office

Anywhere WorkforceExperience

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Context Aware Service

Travel plans for next

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New Opportunities / Contacts I

have not met

Zoominfo & Linkedin are trademarks of Zoom Information Inc & LinkedIn Inc

How we interact with our customers & why

Overlaying that thinking into our strategyA customer who loves our approachOur recommendations, based on our activities

On the menu …

“Sage is the best company ever”

How we interact with our customers & why

Overlaying that thinking into our strategy

A customer who loves our approachOur recommendations, based on our activities

On the menu …

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 ….

NetworkAttract around common interest

CommunityFan Book

AuthorJoin discussions and publish profiles

Community

I want to say…

Search and FollowDiscover through social media

Who’s talking about Sage?...

Sage at TFM&A!

Sage CRM

Sage SalesLogix

Bob: 02 7123 6352

Dave: Twitter@sage.com

Tom: TomN@myemail.com

Search and FollowTrack through social media

What’s Dave up to?...

My boss is a pain

I’m learning to scuba dive

Travelling to Manchester

Dave uses Facebook to keep up with friends and family

Dave Tweets about his latest activities

Dave keeps in touch with colleagues on Linked In

Social Media and CRM

Social Networks

NetworkNetwork• Blogs, Social Messaging• Relationships, Referrals• Keyword Frequency• Tag Clouds• Voting, Recommendation

AuthorAuthorAuthoring UI

Log Event

• Post Messages• Opt-in Profile• Post Messages• Opt-in Profile

Follow and Search Follow and Search

Log Event

Monitor UI

• Search Public Postings (Twitter)

• Follow Contacts, Forums, Accounts

• Receive Alerts (Google)

• Search Public Postings (Twitter)

• Follow Contacts, Forums, Accounts

• Receive Alerts (Google)

• Update• Share, Collaborate• Delegate, Queue• Track & Remind

Aggregate and Take ActionAggregate and Take Action

Team Take Action

CRMCRMIndividual

Sage CRM Solutions – Social Media Tips

Six tips, based on our work so far

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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

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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.

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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.

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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.

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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’

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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.

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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

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

On the menu …

David BeardCRM Evangelist – Sage

http://community.sagecrm.comhttp://www.talkingaboutcustomers.co.uk