Social Media Customer Relationship Management

Here is another panel from the social media business forum B2B track. This session put on by Mike Schneider is about how to implement social media into your customer relationship strategy. It digs deep into the topics of data mining, social crm applications, and how it all ties back together to help further organization goals.

Your customers are out there talking about you.... Are you listening? Are you factoring that data in to your game plan? If not, you really should be.

Runtime 35min



Social Media CRM - Connecting your sales force to the social Web from Alter Imaging, Inc. on Vimeo.

Social Media CRM Shownotes

1:17 There is a big problem today with CRMs

1:30 Social CRM is a philosophy & a business stratgey, supported by a technology platofrm, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It's the company's response to the customer's ownership of the conversation" paul greenberg

1:45 Tweetable version "the company's response to the customer's control of the conversation"

2:10 our job as social marketers is about getting out there and building relationships

4:19 extending CRM capabilities

4:30 We live in an opt-in world

4:45 The model is shifting from the traditional ways of content consumption to that of a society of content creation

6:20 the converdsation is no longer controleled by companies. consumers have taken control

6:40 this opens up a whole new world of tracking in the marketing arena

7:05 things like crowdsourcing are beoming more commonplace

9:10 taking an aggregate of buyers behavior and seeing the conversations they are having helps companies to apply concepts to that segment.

10:40 buying community is important to

11:17 Companies can choose to lead, facilitate, and/or participate

12:00 Social media doesn't JUST mean twitter and facebook. It means any place where interacting takes place on the web

14:01 be transparent with the subject matter around which you are speaking to the customer

14:55 The rule of buying from people we like and trust still applies to the online social web

15:50 How do you enable Social CRM?

16:04 Participate, facilitate, & provoking the conversation (in that order)

18:31 Controlling the conversation. The conversation is buyer lead.

19:12 Tools are nessesary to go into these social spaces and pull out the relevant conversations to our brands

21:00 Drill into the conversations and try and figure out whether or not they are an influencer or evangelist, then trying to get them into the CRM via some sort of hook.

22:00 building out Radiant6 query packs

23:10 manual pouring though the data for sentiment is still necessary

23:50 sentiment

25:26

26:30 Iperceptions real time surveys

27:08 Breaking down the foodchain of the influencers downstream to find other key prospects

28:00 some of the hurdles companies are having with relinquishing control in social spaces

29:00 How to participate in these conversations

29:20 The goal is to add these customers to your CRM system and keeping track of them at these new social media touchpoint. The conversations that they are having becomes another data point in the regression model being built that tells you what to sell next.

31:08 Start out by getting into conversations that you care about. Then dig deeper into conversations to try and extrapolate other areas of interest that your company can pursue.

33:50 The big problem right now is that more sophisticated text mining solutions are extremely expensive and don't sync with other measuring platforms