The document discusses social customer relationship management (CRM). It defines social CRM as monitoring, engaging, and managing conversations and relationships with customers and influencers across digital channels. It outlines key business objectives for social CRM like fostering dialogue and promoting advocacy. It also discusses frameworks for listening to customers, engaging with them, and taking action based on insights. Finally, it provides examples of planning workshops and use cases to help organizations develop social CRM strategies and processes.

1. CRM 2.0 Series mikemoir.com
Social CRM
“The New Discipline”
@mikemoir
From the CRM 2.0 Series Copyright © 2010 Mike Moir Consulting

2. CRM 2.0 Series mikemoir.com
Copyright © 2010 Mike Moir Consulting

3. CRM 2.0 Series mikemoir.com
Social CRM Defined
“A process to monitor, engage and manage conversations and
relationships with prospective and existing customers and
influencers across the internet, social networks and digital channels.”
Copyright © 2010 Mike Moir Consulting

4. CRM 2.0 Series mikemoir.com
Driving Business Objectives for Social CRM
Business Objectives
Objective Key Performance Indicators Leading Vendors
1 • Share of Voice Radian6, Scout Labs, Alterian SM2,
Foster Dialog Visible Technologies
• Audience Engagement
• Conversation Reach
2 • Active Advocates Filtrbox (Jive), Randian6, Coremetrics
Promote Advocacy
• Advocate Influence
• Advocacy Impact
3 • Resolution Rate Flitrbox, Rightnow, Salesforce,
Facilitate Support OpinionLab
• Resolutions Time
• Satisfaction Score
4 • Topic Trends Cymfony, Flitrbox, Randian6, ScoutLavs,
Spur Innovation Visible Technologies, Social Radar
• Sentiment Ratio
• Idea Impact
Copyright © 2010 Mike Moir Consulting

5. CRM 2.0 Series mikemoir.com
Customer Engagement Framework
1) Listening 2) Engaging 3) Acting
“What Are They Saying?” “Engaging In The Conversation” “Integrating Into The Organization”
Monitoring Brand/Product/Topic Trends, Influencer and Prospect Engagement, Co- Customer Service Feedback, Product &
Activities Identifying Influencers, Conversations, Marketing Insights, Ongoing Optimization of
Innovation, Awareness, Support, Brand
Moderated Panels, Surveys, Quick Polls, Connection, Customer Service Engagement Programs, Correlated Impact to
Listen to feedback Business, Distributing To Organization
• Research • Marketing/Advertising • Marketing/Advertising
Groups • Consumer Insights • Sales • Customer Service
Involved • Brand Management • PR • R&D
• Sales • Customer Service • Product Teams
• Customer Service • Product Engineering • PR
• Marketing/Advertising • Research
Solution • Brand Monitoring Tools • Communities • Q&A
• Survey/Polls • Social Networks • Innovation Communities
Enablers • Customer Panels • Blogs • Wikis
• Research Communities • Media Sharing Sites • Forums
• Clickstream Behavioral Tracking • Viral Tools • Suggestion Boxes
• Engagement Tools
• Customer Engagement Metrics • Customer Engagement Metrics • Marketing/Sales Performance
Measurement • Brand Sentiment • Profitability • Ideas/Insights
• Influencers • Growth • Customer Service Metrics
• Trends/Insights • Retention • Financial & Operational Metrics
• Net Promoter Score
Copyright © 2010 Mike Moir Consulting

6. Organization
Engagement - Baseline Process
Social Web Listening Social
CRM
Tool CRM Team
profiles
interactions Marketing
Business Rules
Business Respond
Channels history
Customer
Customers Purchasing transactions Service
Customer Service
preferences
Marketing
customer data Product
Emails Innovation
Feedback
Loyalty
Copyright © 2010 Mike Moir Consulting

7. Organization
Engagement - Baseline Process
Social Web Listening Social
CRM
Tool CRM Team
Listening profiles
interactions Marketing
Business Rules
Business Respond
Channels history
Customer
Customers Purchasing transactions Service
Customer Service
preferences
Marketing
customer data Product
Emails Innovation
Feedback
Loyalty
Copyright © 2010 Mike Moir Consulting

8. Organization
Engagement - Baseline Process
Social Web Listening
Acting
Social
CRM
Tool CRM Team
Listening profiles
interactions Marketing
Business Rules
Business Respond
Channels history
Customer
Customers Purchasing transactions Service
Customer Service
preferences
Marketing
customer data Product
Emails Innovation
Feedback
Loyalty
Copyright © 2010 Mike Moir Consulting

9. Organization
Engagement - Baseline Process
Social Web Listening
Acting
Social
CRM
Tool CRM Team
Listening profiles
interactions Marketing
Business Rules
Business Respond
Channels history
Customer
Customers Purchasing transactions Service
Customer Service
preferences
Marketing
customer data Product
Emails Innovation
Feedback
Engaging
Loyalty
Copyright © 2010 Mike Moir Consulting

10. CRM 2.0 Series mikemoir.com
Listening/Engagement Tool (Radian6)
Copyright © 2010 Mike Moir Consulting

11. CRM 2.0 Series mikemoir.com
Organizational Planning

12. CRM 2.0 Series mikemoir.com
Social CRM – Functional Systems
Social Insights
Service &
Sales Innovation Collaboration
Marketing Support
Marketing Sales Service Innovation Collaboration
Insights Insights Insights Insights Insights
Marketing Sales Service Crowdsourced Enterprise
Response Response Response R&D Collaboration
Social Social Lead Peer-to-Peer Extended
Campaign Tracking Generation Support Collaboration
Social Events
Management
Source: Altimeter Group
Copyright © 2010 Mike Moir Consulting

13. CRM 2.0 Series mikemoir.com
Social CRM – Functional Systems
Vendors Example
Social Insights
Service &
Marketing Sales Innovation Collaboration
Support
Marketing Sales Service Innovation Collaboration
Insights Insights Insights Insights Insights
Marketing Sales Service Crowdsourced Enterprise
Response Response Response R&D Collaboration
Social Social Lead Peer-to-Peer Extended
Campaign Tracking Generation Support Collaboration
Social Events
Management
Source: Altimeter Group
Copyright © 2010 Mike Moir Consulting

14. CRM 2.0 Series mikemoir.com
Listening: 5 keys to enabling social insights
Process Description Vendors
1 Provides listening capabilities to filter out noise from the social sphere. Biz360, Buzzmetrics
Monitoring Encapsulate both metrics and measurement. Extract insights making (Nielsen), Cymfony,
measurement more effective. Radian6, SAS Institute,
Scoutlabs. Visible Technologies
Brand monitoring software that monitors and scrapes the social web, has team
based workflows and connects to existing CRM databases.
2 Mapping solutions identify relationships. Due to lack of single identity, companies Facebook (profiles), Gigya,
Mapping must link social profiles to customer records to provide a holistic experience. Google (profiles), OpenID,
SalesView, Spredfast, Sprinklr
First, find existing public profiles to match, like LinkedIn and Google profiles.
Additional database fields must be created that match customer records to social
profiles.
3 Management systems bring CRM processes to life. Without a purpose, social data CoTweet Infor, KANA, Oracle,
Management is unactionable. RightNow Technologies, SAP,
SAS,
Business rules and processes are needed to triage the right information to the SugarCRM
right teams in realtime. Tie back the social world and channels to existing
innovation, marketing, sales, support and service processes. Triage profiles to
create prioritization frameworks.
4 Middleware technologies glue the social world to the enterprise. Social CRM Boomi, D&B Purisma, IBM,
Middleware connects to nearly every customer facing system. Data will have to seamlessly Informatica, Oracle,
flow between systems, and advanced dashboards that Pervasive, Progress
provide intelligence. Software, SAS DataFlux, SOA
Software, Software AG, TIBCO
Apply technologies such as complex event processing, business process
management, business rules, workflows, data integration, and
process orchestration among disparate systems.
5 What you can’t measure you can’t improve, therefore organizations must be able IBM Cognos, Information
Measurement to benchmark what’s been done. Builders, Microsoft,
Oracle Hyperion QlikView, SAP
Advanced dashboards that provide intelligence. Measure based on business Business Objects, SASInstitute
objective like iimproved satisfaction,spread of message.
Source: Altimeter Group

15. CRM 2.0 Series mikemoir.com
Social CRM - Planning Workshop
Sample Agenda
Discovery
• What social information and people does your audience rely on?
• What influences your customers? What do they trust?
• Where are your customers are online?
• Listen and understand their social behaviors
• How do your customers use social in the context of your products/service
• What are your competitors doing with social?
• What disruptive technologies exist that might be valuable?
Opportunity Assessment
• Develop / Prioritize Social Use Cases (** See “Use Case Stimulation List”)
• Determine what social technologies could be used to support use cases
Organizational Readiness
• What is your company already doing in social (people, process, tools, reporting, policies)
• What social data do you currently capture on your customers?
• Develop social framework for taking action on response scenarios
• Discuss organization framework required to support process (hub & Spoke)
• Identify possible pilots project opportunities, champions, stakeholders
Copyright © 2010 Mike Moir Consulting

16. CRM 2.0 Series mikemoir.com
Social CRM - Planning Workshop
Opportunity Assessment – Sample Use Cases - For Stimulation
1. Finding Customers and Prospects at “watering holes”
2. Defend the Brand
3. Monitoring reaction to marketing campaigns
4. Manage events on social, before, during, after event
5. Identify and activate key influencers
6. Nurture peer to peer lead generation (referrers, testimonials, ambassadors)
7. Gain valuable customer support insights from social channels
8. Crowdsource innovation and feedback
9. Harness innovation and product/service value from social channels
10. Cross-share customer conversations, thought enterprise for better responsiveness
11. Build awareness through conversation
12. Engage with individuals to gauge response to idea
13. Foster peer led customer support
Copyright © 2010 Mike Moir Consulting

17. CRM 2.0 Series mikemoir.com
This presentation was brought to you by Mike Moir.
I help companies develop programs and design online
experiences to build successful relationships with their
audiences. I am a marketing strategist, web product
manager and social media professional. If you would like
more information please contact me.
www.mikemoir.com
Copyright © 2010 Mike Moir Consulting