6 executing a social crm strategy

Touchstone CRM Success Cycle:Executing a Social CRM Strategy

CRM Success Cycle: Strategy, Execution & Results

Touchstone CRM Success Cycle ©

Social Media Challenges

Employee concern over privacy

Lack of employee participation

Lack of analytics

Tracking cross-channel interactions

Lack of support

Lack of skills

Industry regulation

Not realizing ROI

Public concern over privacy

Lack of strategy

Negative brand exposure

Monitoring employees’ social media use

Establishing ROI strategy

0% 5% 10% 15% 20% 25% 30% 35% 40%

10%

14%

15%

16%

19%

19%

19%

20%

23%

27%

28%

30%

36%

Source: IBM - From social media to social CRM

From Social Media Projects to Social CRM Strategy

1. Social media projects

• Silo’d initiatives• Project-level objectives• Few guidelines• No governance• Metrics, if any, at

project-level

2. Social media programs

• Multiple initiatives within a function

• Defined mission• Guidelines, processes,

policies• Governance• Shared metrics• Shared insights

3. Social CRM strategy

• 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

Project-level sponsorship Executive sponsorship

Source: IBM - From social media to social CRM

Elements of a Social Business StrategyPlanning Presence Engagement Formalised Strategic Converged

Listen & Learn Stake Our claim Dialog Deepens Relationships

Organise For Scale

Become A Social Business

Business Is Social

Goals

• Understand how customers use social channels

• Prioritise strategic goals where social can have the most impact

• Amplify existing efforts

• Encourage sharing

• Drive consideration to purchase

• Provide direct support

• Internal employee engagement

• Set governance for social

• Create discipline & process

• Strategic business goals

• Scale across business units

• Moves into HR, Sales, Finance, Supply Chain

• C-level involvement

• Social drives transformation

• Integrates social philosophy into all aspects of the enterprise

Metrics

• Mentions • Sentiment

• Share of voice• Fans, followers,

shares• Brand metrics• Traffic

• Path to purchase

• Lower support costs

• Customer satisfaction

• Process efficiency

• Link to department

• Business goals & ROI

• Enterprise metrics like Net Promoter, LTV

• Deep analytics tied to functions and lines of business

• Insights lead to adaptive & predictive strategies

Initiatives

• Listening / monitoring• Internal audits• Pilot

• Social content• Risk

management• Training

• Campaigns long term programs

• Social support• Communities

• Create centre of excellence

• SMMS to scale employees

• Social part of planning process

• Redefine processes• One strategy

managed through disparate but complementary teams and efforts

Organisation &

Resources

• Monitoring platform• Part-time headcount• Agency support

• Dedicated manager

• Content management

• Social strategist• Small dedicated

team• SMMS

• Staffing up• CoE investment

• COE co-ordinates hubs

• Dedicated spoke headcount

• Social is everyone’s responsibility

Attribution: Altimeter Group

Strategic Planning Framework

People

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Objectives

Listen

Talk

Energise

Support

Embrace

Strategy

Customer Journeys

Touchpoints & Processes

Metrics

Technology

Business OutcomeIncrease revenues, reduce costs, enhance the brand, Increase customer satisfaction etc.

Source: Bernoff & Li

Social Business Strategy Success Factors

Social Business

Business Goal

DefinitionStrategy

first, technology

later

Long Term Vision To Become A

Social Business

Key Executive Support

Initiate Roadmap

Outside-in Thinking

Process Discipline

Ongoing Education

Staffing & Culture

Attribution: Derived from original work by Altimeter

Touchstone Foundation Services

Business Case Development & Review

Outcomes & Benefits RisksROI Validation Recommendations

Requirements & Scope High Level Design Project PlanningReadiness Assessment