1. SOCIAL CRM: How to drive more business through social media
outlets and combine that with your CRM system
Chris Spears | chris@arkesystems.com | 404.812.3123
Zach Cheroff | zcheroff@solarvelocity.com | 404.978.2237

2. Who are we?
Social Media
Strategy/
Campaigns
Web design
Mobile
Email
Marketing
Web Dev
Strategy / Execution
Microsoft
CRM
CRMTechnology
Microsoft
SharePoint
Business
Intelligence
Database
Development Software Dev
Microsoft
Technologies

3. Overview
Using CRM to increase customer engagement
and drive more business through social media
outlets:
 Social Media
 CRM Systems
 Social Media + CRM Systems = Social CRM

4. We Have All Jumped On . . .

7. How do I manage it all?

8. Corporate social media challenges
 Content -What Do I Say?
 Audience -To who and where do I say it?
 Measurement - How do I know it’s working?

9. 76% of people
think advertisers LIE
Source:Yankelovich Study 2009

10. Most trusted Online advertising
1. Recommendations from friends
2. Other peoples opinions online
3. Company website’s
4. Editorial content (news articles)
5. Brand sponsorships
Source: Nielson Online Global Consumer Survey : April 2009

11. Friends like recommendations from Friends

12. Real people’s opinions matter

13. Traditional approach to social media . . .

14.  Source:GartnerGroup
By 2011,
half of companies with an online community
will fail
to manage it as an agent of change, ultimately
eroding
customer value

15. Why?

16. Rushing in
without
clearly defined
benefits
for both the
company and
the customer
will be the
biggest cause of
failure

17. HowTo
Avoid Social
Media
Disaster?

18. Become an
agent
of
behavioral
change!

19. The Formula
1.the right people
2.the sticky idea
3.the right context

20. The Formula
1.the right people
2.the sticky idea
3.the right context

21. How well do you know your customers?
DEMOGRAPHICS PSYCHOGRAPHICS BEHAVIORS GEOGRAPHICS

22. Where are they spending their time?

23. Who are your agents of change?

24. •Develop a persona for each segment of your
target market and prioritize
•Analyze online behavior within each persona
Personas

25. The importance of personas
 Bring focus
 Build empathy
 Encourage consensus
 Create efficiency
 Lead to better decisions

26. The Formula
1.the right people
2.the sticky idea
3.the right context

27. Winning Sticky Ideas!

28. Simple
A “sticky” idea is . . .

29. Simple
Unexpected
A “sticky” idea is . . .

30. Simple
Unexpected
Concrete
A “sticky” idea is . . .

31. Simple
Unexpected
Concrete
Credentialed
A “sticky” idea is . . .

32. Simple
Unexpected
Concrete
Credentialed
Emotional
A “sticky” idea is . . .

33. Simple
Unexpected
Concrete
Credentialed
Emotional
Story
A “sticky” idea is . . .

34. The Formula
1.the right people
2.the sticky idea
3.the right context

35. content
is
king

36. the secret to good social content
•friendly human voice
•consistent & clear
•helpful
•timely
•relevant
•entertaining

37. The Formula
1.the right people
2.the sticky idea
3.the right context
Now What?

38. Use Social-CRM to gather data on the
target audiences:
 To segment and strengthen personas
 Use real customer data to create unified
marketing campaigns using online & offline
data
 Know what to say
 Drive brand awareness & improve customer
service
 Convert activity to revenue

39. Know your customer
 Social media decisions should be
based on your customer
 Knowledge about customer must
be actionable
 Learning about customer requires
direct contact
 You are not your customer
 Business results depend on
satisfying your customer

40. You know that some customers like….

41. But can you match them to a person?
likes and
likes and

42. Marketing Automation through CRM
Looking to buy
a Drill.
DeWalt?
Social
CRM

43. What Social CRM does?
Social
CRM
Public Web
(Profile
Information,
Purchases)
Offline
Information
(Purchases,
Mailers, Surveys)
Social Media
Aggregator
(Names,
Keywords)

44. Create Unified Marketing Campaigns
Social
CRM
Offline
Campaign
Social Media
Campaign
Online
Campaign
Unified CRM Profiles
& Business Intelligence
Drive Brand Awareness

45. Social CRM Cycle
Gather
Customer
Data
Unified
Campaigns
Drive
Awareness
Convert to
Sales
Social
CRM

46. B2C Engagement - Example
Problem
• Drive more visitors to stores
• Understanding their customer
• Gather data at a micro level
Results
• Marriage of online and offline segments
• Automated social media communication
Analytics
• Converted sales from 2.0 campaigns
• Identify trending topics in social
demographic
• Monitoring of campaign awareness
• Competitive analysis (HitachiVs. Dewalt)

47. B2B Engagement - Example
Problem
• Identify new customer segments
• Improve customer support
• Spread brand awareness
Results
• Identified new relevant content topics
• Provided faster response to complaints
Analytics
• Response time to complaints decreased
• Content topics received better open rates
• Increase in delivery channels/partners

48. The Real Guts
Social
Media
Aggregator
Social Intelligence & Reporting

49. SOCIAL CRM
CRM
• Profiles
• Interactions
• History
• Preferences
• Personas
Increase and extend the ROI of existing CRM software investment!
Social Sites
• Twitter
• Facebook
• Linkedin
• YouTube
• FourSquare
• Blogs
• News
• Etc…
Reporting
• Search
criteria
• What
• Where
• Who
• Why
RESULTS:
Learn more about what and where your clients are having conversations
and listen, analyze, relate and act.
Listening Human Decision
• Listen
• Analyze
• Relate
• Act

50. Questions?