social crm sointeractive

Social CRM Philosophies – Strategies - Solutions

Social Media as Interface

Quelle: http://static.tnsdigitallife.com/files/Digital_Growth_Strategies.pdf

WHY CONSUMERS WRITE ABOUT BRANDS…

FOR CONSUMERS THE PRACTICAL USE IS VERY IMPORTANT •  Consumers use the Social Web to express themselves and to stay in contact with their friends and relatives.

•  Brands do not necessarily disturb them by doing so but they need a noticeable counter value for voluntarily contacting a brand

•  This might be a buying-action, a lotterie or a discount. Social Commerce will increase in relevance.

Return on Invest & Risk

Quelle: IBM Institute for Business Value

WHICH CHALLENGES DO MANAGERS SEE IN SOCIAL MEDIA?

Support R & D HR Marketing

Jobs Ideas Questions Consumption Loyalty

Social Media as Company Philosophy

Target Group

Sales

Company Management

Social Media: From Project to Strategy

Quelle: IBM Institute for Business Value

Social Media Projects

Social Media Programs

Social CRM Strategy

•  Siloed initiatives •  Few guidelines

•  No governance

•  Project-level objectives

•  Metrics, if any, on project-level

•  Multiple initiatives within a function

•  Defined mission

•  Guidelines, processes, policies

•  Social Media Governance

•  Shared metrics

•  Shared insights

•  Network of Social Media Programs across customer-facing functions

•  Integration with CRM and other business strategies

•  Integrated insights to improve customer experience

•  Development of new models for customer engagement.

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Project-level sponsorship Executive sponsorship

Social Customers and Social Brands

Quelle: Metz, The Social Customer

Social Customers

Social Brands

•  Use Social Media Tools, Social Media Interfaces and Social Commerce Pages regularly.

•  Are able to discuss their opinions about brands and consumer experiences free from censorship

•  Interact with stakeholders in the Social Web (ideally in real-time or nearly in real-time)

•  Follow a strategy for interaction with their stakeholders in Social Networks

•  Aggregate data from communities with the help of Social CRM Systems

Social CRM

…is a philosophy and a strategy.

…needs technical solutions, workflows, rules and a unified information basis.

…aims at a dialogue between company and customer that is valuable to both.

…is the answer to the paradigm shift in the communication between companies and customers.

SoCRM A solution by SoInteractive

Aim of SoCRM •  To collect all relevant data that is necessary to examine the efficiency of the

actions in Branding, Marketing, Sales and Customer Care

•  As next step the governance of the customer relationship

•  SoCRM offers the features of a Social Media Monitoring tool and expands it with CRM-Functionalities

SUPPORTED SOCIAL NETWORKS

Selected features and metrics

•  Sentiment ratio (positive, negative, neutral content)

•  Share of Voice (Brand Mentions and Total Mentions)

BRAND AWARENESS & REPUTATION

MARKETING EFFECTIVENESS •  Increase of users (daily, monthly, quarterly)

•  Engagement (Likes, Shares, Retweets etc.)

•  Social Reach (Percenage of people that follow a brand in all Social Media Channels)

INCREASED SALES •  Profitability of sales in Social Media

•  Percentage of sales from Social Media, compared to all sales

Advanced CRM Features SEGMENTATION OF USERS •  Segmentation of fans by demographic, behavioral and psychographic criteria

•  Analysis of the most active users to identify influencers

•  Aggregation of segments and groups

DISCUSSION ANALYSIS •  Discussion analysis in the Social Networks with the goal to learn more about

the opinions and needs of the users regarding services and products

•  Effectivity analysis of the brands campaigns and communication.

•  Quantitative and qualitative analysis of the discussions and trends regarding special products and services.

Screenshots

Monitoring of various fanpages and portals

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Configurable Social Media Dashboards

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SoCRM with Comarch Loyalty CRM Analytics Segmentation of users with demographic and behavioral criteria

Messerschmittstr. 4 80992 München

Tel: +49 89 14329 1138

Magdalena Zygadlo Senior Project Manager

[email protected] www.sointeractive.de