dynamics day '11 - social media and crm a practical approach
DESCRIPTION
Presented at Intergen's Dynamics Day '11TRANSCRIPT
Ben Gracewood Steven Foster 10 August 2011
Social Media and CRM: A Practical Approach
Social Media and CRM
What is Social Media and why does it matter?
How does Social Media relate to your organisation?
Microsoft Dynamics CRM and Social Media
Summary, discussion, and questions
Agenda
What is Social Media?
The term social media refers to the use of web-based and mobile technologies to turn communication into interactive dialogue.
Social Media and CRM
Image Courtesy of Espresso
Social Media and CRM
Image Courtesy of Espresso
Social Media and CRM
Image Courtesy of Espresso
Social Media and CRM
Image Courtesy of Espresso
Social Media and CRM
Image Courtesy of Espresso
Social Media and CRM
People talk, just as they breath, eat and sleep
People also listen
An extension of the dinner table conversation
Same rules
Same behaviour
But: It’s Just People
Social Media and CRM
Social CRM
Whether organizations like it or not, customers are
going to utilize social technologies to participate in
conversations, post thoughts and observations or
complain about your products and services
You can choose to listen and engage customers
through these new channels or ignore them
Conventional wisdom says that the former is the
preferred option
Social Media and CRM
Social Media and CRM
Social Media and CRM
Casual Professional
Pri
vate
P
ub
lic
Blogs
Social Media and CRM
150 million users
Short status message (“What are you doing?”)
140 characters max
Anyone can follow anyone else, unless explicitly blocked
Immediate, local, abrupt.
“Twitter is not a single topic medium. If you follow someone you follow the whole person.”
Social Media and CRM
500 million users
Aggregation of social information (messages, photos,
videos, games).
Friends must request access to (most of) your
information.
Social Media and CRM
70 million users
Professional networking
Effectively an active online C.V.
Incredibly effective for vetting professionals.
Social Media and CRM
?? Users ??
Widely dispersed, immediate.
Wide range of accuracy and ability.
Blogs
Social Media and CRM
Customer intelligence
Reputation monitoring
Lead generation
Customer service
Public relations
Campaign management
What can you get out of Social Media?
+ Effort + Risk + Reward
Reputation Monitoring Tips
Social Media and CRM
What do you do when your Social CRM Tool detects a
mention?
OMG! A Mention!
Social Media and CRM
Each network has its own tone
Unwritten rules and expectations
E.g. Twitter: don’t auto-tweet other feeds
Don’t auto-DM new followers
Tone
Social Media and CRM
Lurk before wading in
This means being engaged and online BEFORE an
event
Example: BP Gulf oil spill PR
Result: @BPGlobalPR
Detecting Tone
Social Media and CRM
@BpGlobalPR
Social Media and CRM
@BpGlobalPR
Social Media and CRM
@BpGlobalPR
Social Media and CRM
AKA “Network Effect”
I tell 10 friends, who each tell 10 more.
Inverse law: the harder you try, the less likely it will
happen.
Due to bullshit detection?
Viral Effect
Social Media and CRM
Beware of the Streisand Effect
Social Media and CRM
Don’t over react.
What would you do if someone made an incorrect
statement at a dinner party?
What if they were angry?
What about if someone was obviously an idiot?
Reaction
Social Media and CRM
REACTION
http://www.wired.com/dangerroom/2009/01/usaf-blog-respo/
Social Media and CRM
Take and respond to customer requests via Social
Networks
Many good examples of this on Twitter in NZ
@vodafonenz
@telecomnz
@orcon
@flyairnz
Customer Service
Social Media and CRM
E.G.
Social Media and CRM
The Good
Social Media in Dynamics CRM
Social Media and CRM
Customer intelligence
Reputation monitoring
Lead generation
Customer service
Public relations
Campaign management
What can you get out of Social Media?
+ Effort + Risk + Reward
Social Media and CRM
Managing Social Interactions
Social Media and CRM
Account level profiling
Contact management awareness
Campaign Event – Connecting to more than just your
known contacts
3rd Party extensions – InsideView
What does it look like?
Social Media and CRM
It doesn't have to be difficult
Add a lot of value with some simple configuration
Expand your network with a connected approach
Take Outs
Questions
Thank you
Social Media and CRM
Useful graphical elements
Social Media and CRM
Useful graphical elements
We’d like to blog in the company –
how?
Simple, powerful collaboration is going to be vital
in our business if we’re to continue
to grow
We need our partners to
create and have access to
pieces of our information
Create applications for
your own unique
requirements
Is there a powerful web platform that integrates with my
Microsoft development tools?
Improve engagement and connection with
customers
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