This document summarizes a webinar titled "Make your CRM Social!" presented by Mariano J. Doble, CEO of Doble Group, LLC, and Vennis Williamson, Sales Director of Doble Group, LLC. The webinar discusses how integrating social media into a company's CRM strategy can help businesses better understand customers, improve customer experiences across different touchpoints, and increase sales and marketing effectiveness. It provides examples of how social CRM impacts marketing, communication, sales, customer service, and outlines best practices for implementing a social CRM process.

1. Webinar
Make your CRM Social!
Mariano J. Doble
CEO Doble Group, LLC
Vennis Williamson
Sales Director, English Caribbean at Doble Group, LLC
Thursday May 15, 2014

2. Panelists
M a r i a n o J . D o b l e I F o u n d e r a n d C E O D o b l e G r o u p , L L C
Mariano J. Doble is the CEO of Doble Group, LLC; a boutique consulting firm that focuses on
improving business results through CRM solutions and the alignment of the organization, its
processes and teams for success. Doble Group delivers its services through highly customized
consulting programs and the world's most innovative cloud technologies.
Doble Group Blog: htp://doblegroup.com/es/blog/
LinkedIn: doble-group-llc I Twitter: @doblegroup I Google: doblegroup
V e n n i s W i l l i a m s o n I S a l e s D i r e c t o r , E n g l i s h C a r i b b e a n a t
D o b l e G r o u p , L L C
Vast experience in the field of Sales ranging from Direct Sales to Sales Management and
Strategic Analysis and Development. Prior to joining Doble Group, Vennis served in a number of
sales related roles at Cable & Wireless Caribbean. She holds a MBA from FIU and BBA.
Doble Group Blog: htp://doblegroup.com/es/blog/
LinkedIn: doble-group-llc I Twitter: @doblegroup I Google: doblegroup

3. Webinar
Make your CRM Social!
Mariano J Doble
Founder & CEO Doble Group, LLC

4. What is Social CRM Strategy?
A CRM STRATEGY aims to help you KNOW
YOUR CUSTOMER better by LISTENING to them
by INTERACTING and COLLABORATING with
them, your employees and partners with the
objective of developing INNOVATIONS that deliver
a PERSONALIZED EXPERIENCE, allowing both
the customer and the company to achieve their
GOALS.

5. Social Media Dimension
 World Population 7.40 billions
 Social Media Users Worldwide 1.97 billions
 Average User World Population 25% of Population
 Users Projection 2017 2.55 billion
 Growth by 2017 29% +
 Users LATAM & Caribbean 246.6 millions
 Projected Users for 2017 324.4 millions
 Growth LATAM & Caribbean 2017 32%
Reference: http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976

6. Social Media Sizing by Channels
1,310
900
646
400
240
200
70
0
200
400
600
800
1,000
1,200
1,400
Facebook Youtube Twitter Google + LinkedIn Intagram Pinterest
MillionsbyUsersxMonth
Reference: http://www.statisticbrain.com/

7. Evolution of CRM to SCRM
CRM Social CRM
Interact with Assigned Departments Interact with Everyone
Process Defined by the Company
Pre-Defined Communication Channels
Process Defined by the Client
Hours are set by Client
Define Dynamic Communication Channels
Inside Out
Interactions (2
Ways)
Outside In
Hours are set by the Company
Transactions $
Who?
What?
When?
Where?
Why?
How?

8. Social CRM Process
Listen Social Media Channels Response
Automated
Processes
(Macro)
Manual
Processes
(Micro)
CRM
CRM
(Social Profile,
Interactions,
Transactions,
Segmentation, etc.)
Social CRM Process = People +
Processes + Technology
Information Analysis

9. Social CRM Impacts all Customer Touch Points
Experience =
Loyalty
Service
Sales
Marketing
Comms
Client

10. Social CRM Impacts all Customer Touch Points C o n t .
 Marketing
– Communication is relevant to the customer's interest Vs. “Spray & Pray”
advertising
– Social Media costs less than traditional advertising
– Measuring ROI is much more accurate with social media
 Communication
– Word of mouth is more powerful than “paid advertisement”
– Communication is direct and faster and can reduce the commercial life
cycle
– Potential of creating communities: tighten relationships, build fans!
Make your CRM Social!

11. Social CRM Impacts all Customer Touch Points C o n t .
 Sales
– Individual preferences of prospects are identified, increasing both
conversion and closing rates
– Sales Cycles depend on customer’s buying confidence (and resources).
Knowing the customer better, enables trust and accelerates cycle.
– Sales strategy is based on “Trust” and “Win-Win Propositions”
 Customer Service
– Client expects a response in real-time through their preferred channels
– Tendency is that responses are through social channels and interactive
sessions in customer communities
Make your CRM Social!

12. The Social Media and CRM Synergy:
 Content and Promotion Automation
– With a CRM, content and promotions can be both personalized and automated, facilitating results
analysis, effectiveness and ROI
 Capture, Measure and Follow Up on Leads
– With landing pages prospect data can be captured (ahead of engagement) giving you the “power of
knowledge” to personalize and engage in the customer’s terms and preferences
 Market Research and Tendencies
– Through communities (integrated with CRM) you can capture real time information from your
customers , i.e.: preferences, trends, likes and dislikes…producing a real-time market research
engine that works 365 days a year and provides data from the source (customer)
Make your CRM Social!

13. The Social Media and CRM Synergy:
 Take the Customer Service Experience to another Level
– With tools that integrate social media and CRM, a company can
anticipate the needs and potential of their customers and be proactive
in finding “the right-fit products and solutions”
 Mature Prospects and Create an Audience
– Not all prospects can or are ready to buy immediately, a Social CRM
strategy helps you develop the right “nurturing strategy” until they are
ready and beyond
 Identify the Social Profile of your Prospects and Opportunities
– A CRM enables 360° visibility of prospects and customer information,
including their social media profile, making the design of an
individualized promotion totally feasible
Make your CRM Social!

14. Structure of Social CRM
Communities
CRM
Social
Networks
Social CRM

15. Succes s Story - L’Oreal US A
 Challenge
– Increase brand awareness and product sales in beauty salons. Help salons better
promote both themselves and the L’Oreal brand through engaging social presence.
 Strategy
– Enabled 5,000 salons to connect with customers through its Salon Facebook
Program. L’Oreal provided salons access to Salesforce Marketing Cloud’s
sophisticated social publishing suite to enhance their Facebook pages with content,
how-to videos, online appointment booking services and, BY THE WAY, information
on the various L’Oreal brands available at the salon.
 Results
– Increased product revenue per store by $4,000, netting a $20 million increase
across all of their partner salons.
– The innovative program increased brand awareness and loyalty, earning L’Oreal a
Forrester Groundswell Award, along with 21 million impressions and 2.2 million
engagements.
Make your CRM Social!

16. Social CRM Tendencies
 Migrating to SaaS Technology
– The real-time nature, cost-effectiveness, flexibility and mobility of SaaS
translates to CRM, making it a natural partner of social media (both live
in the Cloud)
 Companies Turning Loyal Themselves
– Customers are looking for companies that identify, connect and are loyal
to them as well, just not the other way around
 Mobile Technology
– Mobile technology is social (and highly personal) and the growth is
exponential
Make your CRM Social!

17. Webinar
Make your CRM Social!
Vennis Williamson
Sales Director, English Caribbean at Doble Group

18. Steps to Social CRM
1. Listening to conversations in social networks:
– Use monitoring tools: Radian6
2. Cross reference emails with social network profiles:
– Use applications like FullContact
3. Who are your clients in the social networks.
– Use CRM with points 1 & 2
4. Understand conversations of prospects and clients
– Know your audience

19. Conversation Profile
1. How Much? Matrix
2. When? Trends
3. Which One? Audience
4. Who? Influencers
5. Where? Channels
6. How? Profile
Business Use:
– Marketing
– Sales
– Customer Service
– Public Relations

20. • Marketing, Sales and Customer Service Matrix
• Team Work
– Director
– Data Analysis
– Community Manager
– Agents
• Framework
– Agency
– Brand
– Call Center
Operational Model

21. Operational Model
• Guidelines and Procedures
• Work Flows
• Functionality
– Monitoring
– Engagement
– Management
• Integration with the CRM

22. Example B2B: The Basic
1. Sync your contacts in Gmail, LinkedIn, Twitter and Facebook
2. See the social profile in the CRM using FullContact or Fliptop, among others
3. Use the LinkedIn plug-in that offers the CRM or any partner
4. Have a Universal Inbox for social networks to respond to messages from your contacts
5. Have activities and interactions aligned with the messages from social networks
6. Use internal or external collaboration tools such as the Chatter

23. Example B2B-B2C: The Basics
1. Monitor of Social Channels – Marketing, Sales, Services, Crisis
2. Engagement of Social Channels and Content – TRUST & WON
3. Management of Social Channels – Sales Increase
4. Communication Management & Knowledge Management – Cost Reduction
5. Deflection Rate – Cost Reduction

24. Multi-Channels – Email, SMS, Web, Social Channels
Multi Channels!

25. ¿Questions?
Make your CRM Social!

26. Make your CRM Social!

27. Follow Us!
w w w. d o b l e g r o u p . c o m
@doblegroup /doblegroup /+doblegroup
Company/doble-group-llc doblegroup /DobleGroup

28. Doble Group
D o b l e G r o u p , L L C i s a b o u t i q u e c o n s u l t i n g f i r m t h a t f o c u s e s o n i m p r o v i n g
c o m m e r c i a l b u s i n e s s r e s u l t s t h r o u g h C R M s o l u t i o n s a n d t h e a l i g n m e n t o f t h e
o r g a n i z a t i o n , i t s p r o c e s s e s a n d t e a m s f o r s u c c e s s . W e d e l i v e r o u r s e r v i c e s
t h r o u g h h i g h l y c u s t o m i z e d c o n s u l t i n g , t r a i n i n g a n d c o a c h i n g p r o g r a m s a n d t h e
w o r l d ’ s # 1 C R M t e c h n o l o g i e s .

29. The World’s #1 CRM Technologies
SALES CLOUD
• Grow Sales Revenues
• Increase Sales Productivity
• Control your Marketing ROI
• Improve Customer Satisfaction
& Loyalty
MARKETING CLOUD
• Social Monitoring
• Social Hub
• Social Insights
• Social Engagement
SERVICE CLOUD
• Service and Engage in Social
Media
• Drive Agent Productivity
• Reduce Service Costs
• Improve Customer Experience
CHATTER
• Collaborate without Boundaries
• Get Answers Faster
• Brainstorm Ideas
• Engage with Key Customers
WORK.COM
• Achieve Goals Faster with Real
Time Coaching
• Inspire Achievement with
Recognition & Rewards
• Manage Performance in Real
Time
FORCE.COM
• Build Custom Apps 5x Faster at
1/2 the Cost!
• Mobile Apps in your Smart
Phone, Tablet or Laptop

30. A Portfolio Built Around Your Success!
CONFIGURATION,
DEVELOPMENT & SUPPORT
• Certified Salesforce Consultants &
Developers
• Configure, Integrate and Build in
Salesforce with the Right Team
and Skillsets
COACHING
• Commercial Leadership Team
Transformation Coaching
• CRM Adoption Coaching
• 1:1 Commercial Leadership
Coaching
COMMERCIAL CONSULTING
• Commercial Strategy
• Best-Practice Process Design &
Enhancements
• Translation of processes into
Automation
TRAINING
• Salesforce User Training
• Salesforce Administrator Training
• Salesforce Optimization Training
• Consultative-Added Value-Solution
Selling Training
QUALIFIED PEOPLE MAKE THE
DIFFERENCE!