Leveraging Social CRM
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Leveraging Social CRM How to Find and Extract Actionable Insights from the Fire Hose of Online Conversations Sally Falkow APR
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Collecting and analyzing customer conversations in social media can lead you to insights and intelligence that will help you make better business decisions and improve your bottom line.
Transcript of Leveraging Social CRM
Leveraging Social CRM
How to Find and Extract Actionable Insights from the Fire Hose of Online Conversations
Sally Falkow APR
•Listen•Discover footprint•Who is talking•What are they saying•Where are they saying it•Opportunities•Threats
What is a Social Audit
Customer Insights
R & DNew MarketsBrand PositioningCompetitive IntelligenceRisk Management
Value of Listening
The Social Graph
–Where are they–Behaviors–Influence/Audience–Fans, Followers, Friends
Customers/Consumers
Flip Video
Kodak
10X Sales
Kodak Playtouch
BUSHNELL
Know your Passionate FansSpread the WordProtect the Brand in a Crisis
Evangelists
Northern Rock
Hundreds of consumers queuing at Northern Rock branches, desperate to withdraw their savings
Social media was used by consumers as a collective crises management mechanism.
Nurture your evangelistsMake them part of the teamCreate Brand Ambassadors
Brand Ambassadors
Red Bull
Bushnell
Scholastic
Citrix Online
Complainers Organized attacks
Detractors
Nestle
Facebook attack by Greenpeace
Dell Hell
Dell Hell
Influencers
Opinion Leaders 1 in 10
Online Influencers 3 in 10
(content creators)
Amplified voices
Fans
Followers
Friends
The audience of your audience
Who Where WhatWhen
Analyze the Conversations
What are they doing?What are people saying about them?Where are they active online?What have they done that was successful?Any gaps or threats?
Competitors
Health Insurance
Analyzed competitors
KP News
KP Foundation
Thrive
Identified gaps they could leverage
New MarketsR & DProduct LaunchesGapsCompetitors’ mistakes
Opportunities
Cisco Product Launch
Saved $100 000 on a product launch for a router
Extremely successful- a top 5 product launch
9,000 people attended the social media product launch event
90 times more attendees than in the past
Nearly three times as many press articles as with traditional outreach methods
More than 1,000 blog posts and 40 million online impressions
A Leading Lights award for Best Marketing
One-sixth the cost of a traditional launch
Hennessy
Developing complaints – Dell HellCompetitive activity – Callaway/BushnellEmployees posting negative content – Dominoes Pizza
Threats
Nestle / Greenpeace
Not listening
Staff not trained
Threatened legal
Made it worse
Motrin Moms
Not aware of Mom’s POV
Not listening
Taken by surprise
“Forced” to apologize
Social Media Threats
76% could have been avoided (Altimeter Group)
Build a dashboard
How to Listen
Monitoring Tools
Visible TechnologiesLithiumRadian6AlterianJive
SysomoseCairn Conversation
When you know what people are saying, what they think and feel, and what they are interested in, you can create content that gets results.
Content Strategy
Digital Crisis Report
79% expect a major crisis within 12 months
More than half think it will be online
Only 54% have a plan
49% of those with a plan still have gaps
Companies with a plan recover faster
Plan
1. Set up a cross-discipline social media team
2. Tap into the conversations – social audit
3. Map your social graph
4. Write a social media policy
5. Develop a social media strategy based on your social audit
6. Implement social media and digital crisis training
7. Build a supportive community online
8. Run simulations twice a year and update the plan
Q and A
Blog: www.proactivereport.com
Facebook SallyFalkowDigitalPR
Twitter: @sallyfalkow
Email: [email protected]
Website: www.press-feed.com
