leverage social media for customer interaction sb (1)
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Practical IT Research that Drives Measurable Results
Leverage Social Media for Customer Interaction
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Consumers are rapidly adopting social media, yet adoption of social media by organizations is lagging.
Most organizations are struggling to define a business strategy for social media and are unprepared tolink it to their CRM strategy.
IT is unsure of their role and where they can bring value to the table.
Lack of coordination results in more manual, resource intensive processes that are difficult to measure.
Organizational use of social media can bring benefits to marketing, sales and service whenimplemented properly.
Social MediaSocial Media
channels
AssessOpportunities &
Strategize
Plan theImplementation
This document will help you understand:
Introduction
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Executive Summary Social media customer interaction opportunities exist for marketing, sales, and service gains.
Social media provides another channel for organizations to interact with their customers and
customers with each other. Consider social media as part of the current customer interaction strategy as customers will
continue to communicate via social media with or without you.
Link social media to existing customer relationship management solutions.
Integration can improve information accuracy, reduce manual effort and provide more in-depthcustomer insights.
IT has an important role to play in managing social media infrastructure and security.
Defining the goals and posting actual content lies with the business side.
Evaluate vendors in three distinct categories to make sound technology decisions.
Consider what goals you want to achieve prior to selecting social media services.
Determine if CRM vendors have begun to offer social media integration.
Alternatively, pure-play vendors provide social channel aggregators and managers.
Assess which social media opportunities exist for your organization, build your plan, test your theories,
and grow your interaction level based on your results. Secure privacy and integrity by managing organizational use of social media with a policy.
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Road Map
Strategize Opportunity Assessment Business Plan
UnderstandingSocial Media
Market Overview Value Proposition Role of I.T
Social MediaChannels
Facebook Twitter Linked-in YouTube Blog
Implement Project Planning Securing Privacy & Integrity
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Social media services facilitate thefoundation and propagation of user-
generated content. Social media services have experienced
explosive growth during the past fiveyears; consumers are flocking to outletssuch as Facebook, Twitter, LinkedIn andYouTube.
Social media is ubiquitous: consumers
can access social media services fromtheir computers, smartphones andtablets. This ease of access has furtherdriven social media adoption.
Adoption of social media began withyounger consumers, but sustainedgrowth is taking place across a range ofdemographic tiers, from young to old.
Social media is displacing traditional e-channels, such as e-mail, as consumerspreferred method of one-to-oneinteraction.
Businesses need to understand thatsocial media is an integral part of theircustomers lives.
Social media revolution: It is fast becoming the communicationmedium of choice across the globe
Social networking is nowmore popularthan e-mail* Global time spent on social
media is up by
82%over last year*
Last year,Tweets grew
1400%
Facebooks greatest
growth has come frompeople aged
35-49*
*Source: Nielson Online
Every minute,24 hours
of video is uploaded toYouTube
LinkedIn has users onevery continent
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Social Network users flock together to form communities ofpeople with similar interests
Social Networks create the
Friend-of-a friend (FOAF) trust model Social media outlets, such as Facebook,
Twitter, and LinkedIn, consist of extensive
networks of users who are self-organized
into groups and communities.
Users establish connections directly with
other users to form a personal friends
network.
Users also join groups and communities that
are organized around attributes such as
products, lifestyles, entertainment,
institutions, politics, and geographic
locations.
The Friend-of-a-Friend (FOAF) modelenables interactions beyond direct
connections.
Organizations need to be aware of the fact that customers are more likely to trust an opinion of aproduct or service of someone within their FOAF model than statements made by the company itself.
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The competitive landscape of business is changing thanksto use of social media
31%
50%
50%
53%
54%
55%
65%
78%
100%
69%
50%
50%
47%
46%
45%
35%
22%
0% 20% 40% 60% 80% 100%
Primary Industry
Manufacturing
Wholesale/Retail
Healthcare
Trans/Utilities/Comms
Financial Services
Business Services
Government
Education
Implemented Not Implemented
Social media implementation highest in educationand government organizations surveyed
Organizations are realizing the potentialvalue of social media; they need to be inthe same space as their customers andstakeholders.
Education and government organizationshave high deployment rates as they use
social media to connect with stakeholders,while adoption has been slowest in theprimary sector.
As with Web 1.0, firms vary in the degreewith which they embrace social media.
Organizational size has no impact ondeployment. Rather, those taking a wait-
and-see approach cited high perceivedrisks as the number one reason why theyhave yet to deploy social media.
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E-mailFace toFace
Phone Web
Customer Relationship Management
Marketing Sales Service
Communication Channels
Conversations Information
Customers
Multi-channel customer interaction is not a new concept toorganizations
In the last few years, new delivery and
interaction channel options such as e-mail,
chat, Web self-service, kiosks, bulletin
boards, and discussion forums have been
introduced.
Interaction management evolved as a
component of a larger CustomerRelationship Management (CRM) strategy
in to manage this new hybrid channel.
Organizations have been creating more
sophisticated market coverage models
employing hybrid channel interaction
strategies.
These models were optimized around
customers affinity for different channels
and the ability of different products and
services to be marketed, sold, and
serviced through these channels.
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E-mailFace toFace
Phone WebSocialMedia
Customer Relationship Management
Communication Channels
Conversations & Information
Customers
Marketing Sales Service
Individuals are interacting with each
other and with organizations in the social
cloud.
Organizations must follow their
customers, prospects and partners into
this new world.
The lessons learned from integration of
1.0 e-channels should be leveraged as
organizations add the social media
channel into their overall customer
interaction management.
Social Media integration is not aboutrebuilding your CRM, It is merely another
module to be integrated with it.
Social media is a new channel where organizations interact withtheir customers and customers with each other
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Social media interaction is happening; whether you join inor you dont..
Although there are risks that need to be managed when participating, there are also risks to theorganization if they choose not to participate. Conduct an online search for Motrin Mom for a popular
example of the power of social media in the absence of company involvement.
Absence from social mediaparticipation may lead to thefollowing consequences
Brand image can now be heavilyinfluenced by the entire socialcloud, whether the companyparticipates or not.
Organizations can leverage boththe positive and negativefeedback for marketing, sales andservice.
IT plays a critical role insupporting the organizational useof the social cloud whileminimizing risks.
Social media is there whether we participate or not,
therefore participation on our company's part isn't optional.-CIO, Manufacturing
You can use the people who are passionate about yourbrand effectively, but at the same time, you have to bemindful that there will be others who will say things that youdont want. What are you going to do? How are you going
to deal with that?- Dr. Nicole Haggerty, Associate Professor
You have to know what the business model is in order todictate what you restrict and what you don't along with
knowing what the risk to IT and the infrastructureenvironment are.-Thomas Uyehara, IT Director, Independence First
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Social media has applications in marketing,
sales and customer service: Marketing: Social media can be used as
an inexpensive and highly effectivechannel for advertising and creating brandawareness with customers and prospects.
Sales: A number of social media servicescan be used to prospect for potentialclients.
Service: Social media can be used as anavenue for providing service to customers.
Achieving social media gains is possible inboth a B2C, B2B, and G2C context.:
B2C organizations can achieve gainsacross all areas.
B2B organizations can particularly benefitfrom customer acquisition and the abilityto build more meaningful relationships.
G2C, health care, non-profit and educationorganizations can leverage social mediaas an integral channel for effectivelyreaching out to stakeholders and citizens.
It serves multiple purposes:Marketing, Sales, and Service gains
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53
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24
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20
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12
46
35
40
33
24
18
24
21
0% 20% 40% 60% 80% 100%
Increasing revenue
Reducing cost o f service
Customer acquisition
Increasing customer retention
Gaining customer insights
Improving customer satisfaction
Increasing mind share
Building positive brand image
Fully achieved Partially achieved Did not achieve Not a goal
Social Media has demonstratedpositive influence on brand image
and customer share of mind
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Social CRM: influence of social media in collecting moreinformation and building better relationships
Social CRM is taking advantage ofedge infrastructure (social media)where we have access tocommunities of interest by linkingthem to the goals of ourinfrastructure (CRM) where we have
better controls and measures. Socialmedia strengthens the relationship inan environment where the customeris comfortable and familiar providingus an opportunity to bridge this trustinto our organization.- IT Director, Public Administration
Social CRM goes beyond simple databases of customer information - it actively seeks to capture and
analyze customer information and conversations that are available in the social media landscape.
Social CRM refers to the hybridizationand merging of social media withCRM.
Social media is a powerful tool forcommunicating with customers, butrelatively few organizations are linkingsocial media to their customer
relationship management. Social CRM is about using Web 2.0technologies to better understand,communicate with and servicecustomers.
Information is power, and social CRMaims to provide companies with themost complete picture of the customer
available.
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Lack of formality results in manual, resource intensiveprocesses that are difficult to measure
Sometimes social media initiatives are pursued in an ad-hoc manner rather than with a formalstrategy and setting up appropriate technical solutions.
Objectives are not clearly defined and efforts are in-coherent. In some instances, poor distribution ofresponsibilities causes confusion among people/teams.
A formal social media strategy quantifies the goals, provides operational guidelines for existing CRMstrategies and outlines ways to achieve them.
Software solutions that integrate with CRM technology reduce the resource intensive processesrequired for ongoing social media involvement and keeps projects on track by providing reportingmetrics.
Social media and CRM are often being donewithout a defined strategy
Many processes related to social media are being donemanually, despite the existence of software solutions
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Linking social media to existing customerrelationship management solutions canimprove information accuracy, reduce manualeffort and provide more in-depth customerinsights.
Several major CRM vendors are now offeringproducts that integrate with popular socialnetworking services (either natively or byproviding support for third-party add-ons)
For companies that have not formallyintegrated social media with customerrelationship management, IT should developthe business case in conjunction with theapplicable business-side partner (marketing,sales etc.).
Formally integrating social media and CRM technology pays offbig dividends in goal achievement
69
41
+68%
Software IntegrationNo Integration
Organizations that integrated their
social media and CRM technology withsoftware realized more of their goals
Social Media & CRM Technology
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11%
14%
20%
38%
40%
40%
62%
69%
26%
29%
35%
45%
19%
28%
24%
25%
64%
57%
44%
18%
41%
32%
14%
7%
0% 20% 40% 60% 80% 100%
Posting content to social media sites
Defining the goals of social media
Monitoring social media sites
Social media and CRM integration
Providing social media reporting
Social media content archival
Managing social media security
Social media technology support
IT Both Business
I.Ts primary role lies in providing
necessary infrastructure and identifyingand mitigating security concerns.
Archiving content, providing reporting,managing integration and monitoringsites may be joint responsibilities or heldby either side.
The push for adoption usually comesfrom the business (for example, themarketing or communications
department) and thus defining the goalsand posting actual content lies with thebusiness side.
I.T has an important role to play in managing social mediainfrastructure and security
IT manages infrastructure and security, whilesocial media goals and content are typically
handled by the business side
IT
Business
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Road Map
Strategize Opportunity Assessment Business Plan
UnderstandingSocial Media
Market Overview Value Proposition Role of I.T
Social MediaChannels
Facebook Twitter Linked-in YouTube Blog
Implement Project Planning Securing Privacy & Integrity
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Social CRM vendors fit into three distinct categories
Social CRM vendors can be categorized into three silos: social media services (i.e. Facebook,Twitter), CRM suites that feature social media integration (i.e. Oracle, Salesforce.com), and pure-play social channel aggregators and managers (such as TweetDeck and Socialware). Differentproducts from the three silos can be brought together to create a cohesive social CRM platform.
Social Media ServicesCRM Suites with
Social Media Integration
Social ChannelAggregators and Managers
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Social media services allow consumers to create, manage andshare content with each other
There are four main types of services: social networking, blogging, micro-blogging and
social multimedia.
Social Networking: Social networking services allow users to communicate with theirpersonal networks. These services rely on the friend-of-a-friend model of socialinteraction. Users can share a wide variety of information and media with one another.Prominent social networking sites include Facebook and LinkedIn.
Blogging: Blogs are websites that allow users to upload text entries and media. Entriesare typically displayed in reverse-chronological order, and often contain ongoing
commentary and discussion of recent events. Prominent blogging services includeBlogger and WordPress.
Micro-Blogging: Micro-blogging is similar to blogs, with the exception that writtencontent is typically limited to a set number of characters. For example, the popular micro-blogging service Twitter allows users to post messages up to 140 characters in length.
Social Multimedia: Social multimedia is an easy way for users to upload and sharemultimedia content (i.e. pictures and video) on a personal and community level. YouTube
is most popular for video sharing, while Flickr is common for sharing photo albums.
In many cases, each service does not fit neatly into each category. While Facebook isfocused on social networking, it also provides tools for sharing photo and videos.Conversely, YouTube includes basic social networking capabilities insofar as users canadd each other as friends. With minor exceptions, creating an account on a social mediaservice is free this makes using these services extremely cost effective.
Socialnetwo
rking
Blogging
Micro-
Blogging
Social
Multimedia
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Facebook is the worlds most popular social networking service; it
is an indispensable tool for connecting with your customers
13%
13%
30%
0% 10% 20% 30%
Service
Sales
Marketing
Facebook has the highest organizationaladoption of any social networking service
Launched in 2004, Facebook is now the worlds mostpopular social networking service, boasting over 700million users worldwide. If Facebook were a country,it would be the third largest in the world.
Users on Facebook can exchange messages, sharephotos and video, create event invitations and buildpages dedicated to specific topics or products.
Many companies have found that maintaining apresence on Facebook is essential for connectingwith both current and prospective customers.
As the sites popularity continues to grow, companies
must follow their customers to the service.
Companies are also monitoring Facebook to gatherconsumer thoughts and perceptions about theirbrands. The site can be an invaluable tool for gainingproduct marketing insights.
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Twitter is a versatile communication channel; the service isextremely useful for pushing out real-time information
Launched in 2006, Twitter is a popular micro-bloggingwebsite that allows users to post short messages upto 140 characters in length.
Users can follow one another on the site. When a
user updates his or her Twitter feed, a notification ispushed out to everyone following the account. Thismakes Twitter an indispensible tool for quicklydisseminating information.
Twitter has rapidly gained traction as a viable servicefor pushing out real-time updates about products andservices, corporate news and information bulletins.
Many organizations are opening Twitter accounts inorder to better communicate with their customerbases. Several forward-thinking businesses (such asDell) are now using Twitter as an additional avenuefor customer service.
13%
10%
22%
0% 10% 20% 30%
Service
Sales
Marketing
Although relatively new, Twitter has seenwidespread adoption by businesses
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LinkedIn is the business formal of social networking; the service is
valuable for B2B lead generation and prospecting
LinkedIn is a social networking service targeted atworking professionals. The site is geared towardsbuilding and communicating with professionalnetworks (as opposed to services such as Facebook,which emphasize staying in touch with family andfriends).
LinkedIn features group pages where users canassociate with one another based on characteristicslike career interest or alumni affiliation.
In addition to giving users the ability to createindividual profiles, the site also maintains severalcompany profile pages. Users can view companydetails such as industry and demographics.
The site features LinkedIn Answers, where userscan pose questions and receive answers from othermembers of the LinkedIn community.
LinkedIns rich collection of business profiles makes it
a valuable service for sales prospecting. The site isalso popular as a recruitment tool.
2%
7%
10%
0% 10% 20% 30%
Service
Sales
Marketing
LinkedIn is particularly useful for sales andmarketing, especially in a B2B context
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YouTube is the leading video sharing service; it is the unrivalled mediumfor building awareness through viral advertising
Since its inception in 2005, YouTube has rapidly grownto become one of the most popular websites in theworld. The service allows users to upload and publishvideo content free-of-charge. Content on YouTuberanges from home videos to movie trailers to viraladvertising campaigns.
User accounts on YouTube are referred to aschannels. The site provides comprehensive tools formanaging video content, including basic video andaudio editing.
The site provides a free analytics tool called YouTube
Insights that can be used to track the referrers and
demographics of those viewing a video. This makesthe site useful for gathering customer insights.
YouTube is extremely valuable for hosting videocontent such as viral advertisements; because the siteis free, hosting video content on YouTube is morebandwidth-effective than hosting it locally.
YouTube provides a channel for distributing videocontent for smaller organizations lacking the mediabudgets to purchase TV airtime.
4%
3%
11%
0% 10% 20% 30%
Service
Sales
Marketing
YouTube is used predominantly for raisingproduct awareness
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Blogs: from online diaries to global boardrooms where every thing frommanufacturing to marketing is discussed
Blogging started in the 1990s as online diaries. In 2011
Huffington Post, which became the largest blog in theworld was sold to AOL for $315 million. Blogging haschanged!
Blogging platforms such as WordPress and a web thatmakes sharing efficient and viral are transforming howwe produce, consume and engage with knowledge andinformation. Publishing is evolving to whole new levelthat is global, instant and multimedia.
Blogs offer a wide spectrum of information that is usedby corporations. From discussion panels and focus
groups to customer experience and sales promotions;there is virtually no limit to what a blog cannot address.
Blogs are used as feedback mechanisms for productsand services and produce real time results that can beused to improve a multitude of product aspects.
16%
25%29%
34%39%
43%
2007 2008 2009 2010 2011 2012
43% of US companies will beblogging in 2012
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Not all social networking services are created equal: some aremore useful than others for achieving certain goals
Domain Opportunity Facebook Twitter LinkedIn YouTube Blog
Marketing
Building Positive BrandImage
Increasing Mind Share
Gaining Customer
Insights
Sales
Gaining Sales Insights
Increasing Revenue
Customer Acquisition
Service
Customer Satisfaction Increasing CustomerRetention Reducing Cost of
Service
Different social media services are more effective than others for reaching different goals. For example,YouTube is useful as an avenue for distributing marketing campaigns, but its of substantially less use for
sales functions like lead generation.
Proven
Useful*
Potentially
Useful
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Incumbent CRM vendors are rapidly integrating social mediawith their solutions as they realize its potential value
Rapid adoption of social media by consumers has drivenmost large vendors of CRM solutions to integrate socialmedia functionality into their products.
Some vendors (such as Oracle) natively support socialchannels, while others (such as Microsoft Dynamics CRMand SugarCRM) are dependant on third-party tools (likeInsideView) to enable social media functionality.
While social media integration has been proceedingquickly, it is still a relatively new direction for most CRMvendors. As a result, integration hasnt reached full
maturity yet. This is an area where further developmentand refinement can be expected.
Due to the rapid adoption of social media by incumbent CRM vendors,the market for pure-play social channel aggregators and managers will
be smaller than the market for similar Web 1.0 services.
CRMS
uit
eswithSocialM
ediaIntegration
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Oracle has incorporated social media into itssales prospecting and automation solutions.
Currently, Oracles Sales Prospector On-Demand pulls potential clients from bothinternal and external data sources.
Third-party plug-ins allow Oracles SocialCRM suites to integrate with services like
LinkedIn, pulling contact information such asjob title and background.
Oracle leverages social media to
drive sales performance.
Salesforce.com provides
cloud-native CRM solutions.
Salesforce.com provides a comprehensivetool set for managing customer conversationsin social media space.
Salesforce can link to Facebook and Twitter.Currently, social media can be used as achannel for lead generation and salesmanagement, as well as customer service.
Oracle and Salesforce.com are leading vendors that haveintegrated social media into their CRM products
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Pure-play vendors provide social channel aggregators and managers that canbe used to harness the power of social media
With the proliferation of different social media services, a number ofvendors have begun offering pure-play social channel aggregators andsocial channel management solutions.
Social channel aggregators collate and summarize information fromseveral social media services (for example, Facebook and Twitter) andallow users to simultaneously update multiple social media accountsacross multiple services. This can be a tremendous time-saver for both
collecting customer insights as well as publishing information to socialmedia services.
Social channel managers are applications and vendors that provideservices for managing social channels. For example, social channelmanagers may monitor social media services for consumer thoughts andperceptions about a particular brand, or they may provide on-demandanalytics for tracking how consumers are clicking through to the firms
social media pages.
So
cialchannelaggregators
Socialchannelmanagers
Using a combination of social channel aggregators and managers cansimplify social media campaigns while accumulating useful analytics
and archiving content to meet security needs.
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TweetDeck aggregates feeds from severalpopular social networking services, anddisplays them in a unified manner. Thiseliminates having to continuously checkmultiple social networking sites.
Presently, TweetDeck supports Facebook,MySpace, Twitter and LinkedIn.
TweetDeck can also be used tosimultaneously update multiple user accountsacross several different services.
TweetDecks ability to aggregate and sortinformation combined with its updatefunctionality make it a versatile tool formanaging social media initiatives.
Socialware bills itself as the first socialmiddleware company, an accurate label
given the range of social channelmanagement solutions it provides.
Socialware Compass is a product that allowscompanies to implement and automate theirsocial media policies by providing internal
access controls, content archival and back-up, content moderation, and analytics formonitoring and tracking use of social mediausage.
Subscriptions to Socialwares services start
at $100 per month.
TweetDeck and Socialware are breaking new ground in the pure-play socialchannel aggregator and manager market
TweetDeck makes managing multiple serviceseasy by aggregating Facebook, Twitter & LinkedIn
Socialware provides numerous value-addedsocial channel management services
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Insource was looking for a tool to streamline their sales forces efforts to gather online information aboutprospects and customers.
They chose InsideView to aggregate information within SugarCRM in a meaningful way thatcomplements how they go to market. This enables Insource to expand client relationships, search fornew opportunities, and leverage data from social media for prospecting.
In addition to monitoring brand mentions and actions, InsideView compiles reference connectors thatlink Insources customers and prospects through LinkedIn, providing insight into relationships that may
be leveraged to increase sales.
Summary:
Insource is a business-to-business organization that provides labor and staffingsolutions to companies primarily focused on manufacturing and distribution.
They employ approximately 2,000 people. Instead of approaching social media as a task for individuals, they chose a
monitoring solution that enables their entire sales and business developmentteams to deliver a specific message.
Insource Performance Solutions uses InsideView to monitor and gatherinformation from social media channels
As we talk with prospects and customers were engaging in conversations that are relevant to them
because we are better informed.These tools are enabling sales and they also, in my view -and I dont think Im alone, help us serveour customers better.And anything that does that is a good investment on our part.- Chip Meyers, Sales Operation Manager, Insource
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Insource relies on InsideView within SugarCRM to providethe most complete picture of a customer
Information harvested fromsocial media channels isintegrated into client recordsfor easy access withoutthe manual task ofsearching across multiplechannels.
Monitoring company namementions provides insight
into your clients activities andthe conversations in whichthey are engaged.
I id Vi Li k dI di l h i i d
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InsideView uses LinkedIn to display the connections associatedwith members of Insources customer database
LinkedIn networkconnections are related toclients already in yourdatabase for easierprospecting.
R d M
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Road Map
Info-Tech Research Group 32
Strategize Opportunity Assessment Business Plan
Understand MarketOverview
Value toOrganizations
ITs Role RiskMitigation
Compare Social Media Vendor Segmentation
Implement Project Planning Securing Privacy & Integrity
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Info-Tech Research Group 33
E-mailFace to
FacePhone Web
Social
Media
Customer Relationship Management
Communication Channels
Conversations & Information
Customers
Marketing Sales Service
Social media opportunities exist in marketing, sales and service
Marketing
Sales
Service
1. Build Positive Brand Image
2. Increase Mind Share
3. Gain Marketing Customer
Insights
1. Increase Revenue2. Customer Acquisition
3. Gain Sales Insights
1. Improve Customer
Satisfaction
2. Increase Customer Retention
3. Reduce Cost of Service
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Social media can be effectively used for marketing
purposes when target customer segments overlap
user demographics.
The top 3 marketing opportunities are:
customers to improve brand image
and increase mind share
Info-Tech Research Group 34
Customers
Social Media
Customer Relationship Management
Communication Channels
Marketing
Interaction Goals:
Positive Brand Image
Increased Mind Share
Customer Insights
Positive Brand Image: Organizations can use social
media to promote a positive brand image. This is
particularly important for organizations generally
vulnerable to negative press or consumer discontent.
Increased Mind Share. Social media can reach large
audiences at very low monetary cost, giving
organizations another medium to promote their
organization/brand to increase awareness. Related
Research: Getting Social with E-Mail Marketing
Campaigns
Customer Insights: Users discuss experiences with
products/services via social media. Monitoring social
media can provide valuable feedback on your
products as well as on those of competitors for
product intelligence.
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Social media can be exploited for a variety of
sales purposes when acquisition and sales can
be linked to existing sales processes.The top 3 sales opportunities are:
customer acquisition and revenue
generation
Info-Tech Research Group 35
Increased Revenue: An additional channel for
organizations to provide product and service
information that can convert consumers researching
a product/service into a sale or encourage future
purchases with coupons.
Customer Acquisition: Social media can be exploited
for lead generation, particularly by leveraging the
FOAF model in B2B scenarios. Many CRM Vendors
are linking platforms like LinkedIn and Facebook to
its sales automation software to enable sales to
leverage referrals through their business andpersonal networks.
Customer Insights: Consumer buying behaviors and
patterns can be gathered by monitoring social media
sites and then used to design sales delivery models.
1
2
3
Customers
Social Media
Customer Relationship Management
Communication Channels
Sales
Interaction Goals:
Increased Revenue
Customer Acquisition
Customer Insights
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Social media provides another channel for
organizations to respond to customer
inquiries or service issues.
The top 3 service opportunities include:
media to provide more meaningful service
and support for satisfaction and retention
Info-Tech Research Group 36
Improving Customer Satisfaction: Customers that
receive more timely and personal service in the
medium that they prefer will be more satisfied.
Increasing Customer Retention. Using social media
with customers builds barriers to exit since customers
are engaged using a medium they prefer something
the organization needs to offer to remain
competitive.
Reducing Cost of Service: Organizations use social
media to quickly and efficiently respond to customer
service issues. The answer to the problem can be
public, making it searchable by other customers that
have the same request.
12
3
Customers
Social Media
Customer Relationship Management
Communication Channels
Customer Service
Interaction Goals:
Improving Customer Satisfaction
Increasing Customer Retention
Reducing Cost of Service
implementations
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Area of
OpportunitySocial Media Goals
Marketing Build a positive brand image
Marketing Increase mind share
Marketing Gain customer insights
Sales Increase revenue per customer
Sales Acquire customers
Sales Gain customer insights
Service Increase customer retention
Service Increase customer satisfaction
Service Reduce cost of serving customers
The following slides provide social media cases at avariety of organizational types. Each case is evaluatedusing Info-Techs social media scorecard to help you
understand how success looks for differentorganizations.
We evaluated four organizations across all major socialmedia platforms:
Dell
H & R Block
Scripps Health
State of Vermont
The effectiveness of their social media campaigns isdirectly related to goals in the social media scorecard.
We also looked at exemplary cases in individual socialmedia channels:
The Coffee Groundz (Facebook)
CME Group (Twitter) Zappos (Twitter)
BooneOakley (YouTube)
Control Engineering (LinkedIN)
The Social Media Scorecard:
implementationsacross the nine social media opportunity
areas
Info-Tech Research Group 37
These cases are meant to illustrate how social
media can be applied to a variety of
organizations. An opportunity assessment
follows so that you can determine what areas
exist for your specific situation.
http://www.dell.com/http://www.hrblock.com/http://www.scripps.org/http://www.vermont.gov/portal/http://www.vermont.gov/portal/http://www.scripps.org/http://www.hrblock.com/http://www.dell.com/ -
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Dells page includes an app that enables a user to configure a custom laptop, share the resulting product,and then connect seamlessly with Dells online store.
Also includes an app that connects Facebook fans directly with Dell customer service.
27 Twitter accounts include geo-targeted offers for consumers, offers for business, tech support,customer support, and customer insight aggregation.
They engage in extensive brand monitoring and customer engagement.
The videos on Dells YouTube channel have been viewed over 4.3 million times. Videos are created for both consumer and business audiences, and are used cross-platform with
integration into Facebook and referrals from Twitter.
Dell uses LinkedIN for employee collaboration and communication as well as recruiting for globaloperations. Groups for Dell Certified Specialists are open for networking and discussion.
Cross-platform summary:
Dell Inc. is a multinational information technology corporation that develops, sells and supports
computers and related products and services.
They are extremely successful across all platforms.
Their focus is on driving sales and building relationships through enhanced customer service.
One of the most notable companies to successfully monetize their initiatives, Dell reported achieving
$3 million in revenue directly through Twitter since 2007.
other social media campaigns are
measured
Info-Tech Research Group 38
li l
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online sales
and customer service
Info-Tech Research Group 39
Generate brand awareness through
community endorsement by building
apps that are easy to share.
Increase sales with direct integration of
the app and your online store.
A dedicated support team is
recommended to ensure timely
responses to service requests.
Our testing with Dell revealed response
times ofthirty minutes or less.
Dells Twitter streams drive sales and
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Dell s Twitter streams drive sales andprovide customer service
Info-Tech Research Group 40
Measure conversion from each social media
source by providing links to tracked landing
pages.
Analytics through a URL -shortner such as
http://bit.lyoffer insight into clickthrough
rates.
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Social Media Goals Associated Activities Achieved
Building positive brand imageExtensive brand monitoring and rapid response to potentially
inflammatory comments
Increasing mind share Outreach activities that keep Dell top-of-mind
Improving customer satisfactionAuthority granted to CSRs to resolve customer issues via Social
Media
Gaining customer insights Aggressively solicit customer opinions
Increasing customer retention Maintains focus on conversation post-sale
Increasing revenue per customer Uptake on special offers is high
Customer acquisition Seamless integration with online store
Reducing cost of servicing customers Unknown; customer service and sales are dominant drivers ofDells strategy
Dells approach of incorporating sales, marketing/branding, and customer service into their social media initiatives makes th eir campaigns remarkably successful.
produces wins for marketing, sales, and
service
Info-Tech Research Group 41
Many of your prospective buyers may already be using web channels; if you neglect to address those
customers using social media, your audience is likely to choose a competitor who is established in
this space.
Info-Tech Insight:
H&R Blocks approach to social media is
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H&R Blocks Facebook page has over 14,000 fans and is built around customer service and clientengagement.
They have created apps that are interactive, informative, and easy-to-share.
Reps quickly and directly respond to both positive and negative comments posted on their wall.
H&R Block uses Twitter as a powerful customer service tool, engaging in brand monitoring to ensurethat no mention of H&R Block goes unanswered.
Multiple customer service reps are authorized to use this account to create one stream of ongoing
support.
Branding and marketing are the primary objectives of H&R Blocks YouTube channel.
Their videos, a combination of commercials and instructional videos, have been viewed over 1.7 milliontimes.
They have also completely customized the YouTube interface to be branded consistently with theirwebsite.
Cross-platform summary:
H&R Block is a tax preparation company in the United States claiming more than 22
million customers worldwide. They operate offices in Canada, Australia and the United
Kingdom.
H&R Block relies on social media as an avenue for providing comprehensive customer service.
They interact with customers by answering tax questions and offering advice.
They are quick to address and resolve negative experiences people are discussing via social media.
H&R Block s approach to social media is
driven by service
Info-Tech Research Group 42
and
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and
motivates users to share content
Info-Tech Research Group 43
Use the tabs of your page as a mini-
website that addresses user
experience first and branding
second.
Make your tabs relevant to the
problem your customer is trying to
solve.
Creating a quiz and adding it to yourpage requires no special
programming ability.
This is a quick way to provide fans
with an interactive experience while
promoting your brand in their news
feed.
oc answers ques ons an so ves
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oc answers ques ons an so vescomplaints via Twitter
Info-Tech Research Group 44
Direct messages can only be seen by the
sender and recipient.
Communicate via DM sparingly, or when
sensitive information is being shared, so
the rest of the community can see how
engaged and attentive your organization is.
Number of followers is an obvious metric
but often is not the meter by which success
on Twitter should be measured.
Monitor mentions of your brand so you can
address comments or concerns whenever
people are tweeting about you, whether
they are a follower or not.
H&R Block successfully achieves marketing
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Social Media Goals Associated Activities Achieved
Building positive brand imageExtensive brand monitoring and rapid response to negative or
damaging remarks to alleviate potential brand impact
Increasing mind shareSocial outreach activities that keep H&R Block top-of-mind when
customers are searching for tax advice/information
Improving customer satisfactionAuthority granted to CSRs to resolve customer issues via Social
Media
Gaining customer insights Provide opportunities for customer interaction and solicit opinions
Increasing customer retentionTimely responses to customer questions increases the likelihood
of repeat business
Increasing revenue per customerRevenue affected indirectly through customer satisfaction;
initiative is not sales-driven
Customer acquisitionUnknown; although unproven, it is likely that positive branding
will affect customers not already engaged
Reducing cost of servicing customersUnknown; customer service is the driver behind H&R Blocks
strategy
H&R Blocks extensive brand monitoring and employee customer service outreach make social media a powerfultool to reach current and potential customers, as well as increase mind share.
H&R Block successfully achieves marketingand service goals
Info-Tech Research Group 45
Organizations whose primary social media driver is improved service can still leverage customer
interaction to increase customer acquisition through shareable content and viral special offers.
Info-Tech Insight:
cr pps ea uses soc a me a o connec
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Scripps Healths Facebook page is intended for both employees and patients.
The comments on their wall include open-ended discussion questions about medical issues with
responses from employees to encourage debate, as well as posts highlighting employee contributions
and achievements.
Scripps Healths twitter account has over 5,000 followers.
A recent sample showed that approximately 50% of their tweets are in direct reply to someone who has
mentioned Scripps Health in a tweet, with the remainder split between sharing company news and
promoting local events.
The videos on Scripps Healths YouTube channel have been viewed more than 79,000 times and offer a
combination of health care news, patient stories, and company news and PR. They have created a YouTube group for health-care professionals, a technique that shows promise in
connecting similar-minded organizations for the purpose of increasing visibility.
Cross-platform summary:
Scripps Health is a nonprofit health care system based in San Diego, California.
The system includes four hospitals and 19 outpatient facilities, and treats a half-million
patients annually through 2,600 affiliated physicians.
The social media strategy employed by Scripps Health is centered on inviting conversation between patients andemployees, fostering community and generating positive branding opportunities.
cr pps ea uses soc a me a o connecpatients and employees
Info-Tech Research Group 46
I do consider [our social media efforts] successful, and growing more so everyday. It's a slow process,
but there have been numerous examples of patient experiences that have been made better because we
were listening, and then reaching out.
- G. Anderson, Marketing & Communications, Scripps Health
cr pps ea t s ace oo page encourages
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cr pps ea t s ace oo page encouragespatient interaction
Info-Tech Research Group 47
Raise the profile of your
organization for visitors to your
Facebook page by highlighting
employee contributions and
company news.
Encourage employees to become fans
of your page and contribute to the
discussion to enrich the patient
experience.
Leverage your content across social
media platform by syndicating content
via RSS.
cr pps ea u s commun y on
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cr pps ea u s commun y onTwitter and YouTube
Info-Tech Research Group 48
Encourage employees who are tasked with
manning your social media initiatives to
inject personal comments to add dimension
to the conversation. People follow/friend
other people, not organizations.
Customer (patient) stories and
testimonials posted on your
YouTube channel are a natural fit
for social media and should be
shared with your fans/followers
across all social media channels.
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Social Media Goals Associated Activities Achieved
Building positive brand imageFocuses on community activities and positive contributions by
employees
Increasing mind shareSeeks out people who are discussing Scripps Health and initiates
conversation, highlights positive comments
Improving customer satisfactionThe team manning their social media initiatives is able to provide
conflict resolution or refer to someone who can
Gaining customer insights Offers insight into community needs through open discussion
Increasing customer retentionLittle indication of follow-up with patients past the initial
conversation
Increasing revenue per customer Building awareness and employee retention are more significant
Customer acquisition Unknown; recruiting given high priority
Reducing cost of servicing customersUnlikely; numerous comments from patients are initiated becausethe medium is available and are unlikely to have prompted a phone
call or other contact
Scripps Healths use of social media to connect patients and employees creates opportunities for effective conflictresolution and for positive branding within their community.
care
social media strategy
Info-Tech Research Group 49
Building community via social media helps connect patients and health care support services for
improved patient satisfaction.
Info-Tech Insight:
media conversation
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Official Vermont marketing pages have been created around tourism and state parks, with 3,000 to5,000 fans.
The unsanctioned Vermont fan page has over 21,000 fans who are passionate about sharing theiropinions. They are a very engaged community that should be leveraged and not excluded from officialcommunications.
Two notable official Twitter streams (VermontGov and VermontTourism) are run by their respectiveagencies, with the official account having almost 1,800 followers. This account is used purely as abroadcast medium.
Vermont Tourism has 4,400 followers, is following 3,500 people, and is actively engaging in two-wayconversation as well as promotion.
The videos on Vermont Tourisms YouTube channel have been viewed over 17,000 times.
Videos include traditional television commercials and long-form promotional videos created specificallyfor this medium.
In addition to casual browsers, the channel has 59 followers who are attentive and interested: onerecent video garnered 25 views in the first three hours .
Cross-platform summary:
The State of Vermont employs over 7,000 people.
It had to deal with social media initiatives that were being created independently and without standardprocess.
Their audience was already interacting with non-sanctioned pages and accounts. While the conversation
happening in the social arena was largely positive, it did not leave recourse in the event of questionablepostings.
The state CIO worked with the Chief Marketing Officer to develop a plan for official pages that includeadministrators who monitor communications for objectionable content 365 days a year.
media conversation
for marketing gains
Info-Tech Research Group 50
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Note: This is a fan page in the
original sense of the word: thispage was created, not bygovernment agencies, but by a fan.
overshadowed
by a pre-existing fan page
Info-Tech Research Group 51
Harness the motivation of
independent fans who are
inclined to help you withpositive branding.
Acknowledge their efforts even
when they lie outside your
official strategy.
Having a sanctioned and official
page satisfies your need for
quality control, but gaining
customer insight is easier when
the conversation is already
started.
id d ff i hi h li it it
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one-sided affair, which limits its
effectiveness
Info-Tech Research Group 52
The absence of RT (re-tweet) or
@name tweets indicates that this
account is not interacting with anyone.
Use Twitter as a communication
facilitator, not a broadcast medium for
press releases.
Following a low number of people
limits the amount of noise you haveto filter when interacting with your
audience.
This is common when a Twitter
account is automated to publish
updates (via RSS, for example)
Info-Tech Insight:
Limiting the amount of interaction
you have with your audience also
restricts the benefits you can
expect when participating in social
media.
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Social Media Goals Associated Activities Achieved
Building positive brand image Actively positioning Vermont in a positive light
Increasing mind share
Social media content is increasingly showing up in search engines,
so it is probable that someone searching for Vermont will also
have access to this content
Improving customer satisfaction When present, fan/follower interaction is prompt
Gaining customer insights Conversation is largely promotional
Increasing customer retention Focus is on brand building
Increasing revenue per customer N/A
Customer acquisition Interactions are occurring with current fans and followers
Reducing cost of servicing customers Unknown; savings may be present if social media is replacingtraditional advertising
Limiting the amount of interaction they have with their audience also restricts the benefits Vermont can expect
when participating in social media. They have a solid foundation on which to build.
approach
for positive branding
Info-Tech Research Group 53
Info-Tech Insight:
Developing a social media presence is not an all-or-nothing endeavor. Assess each medium on its own
merits and dedicate resources accordingly.
The Coffee Groundz gives their audience an
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Social Media Goal
Positive brand image
Increased mind share
Increase customer satisfaction
Gain customer insights
Increase customer retention
Increase revenue per customer
Acquire customers
Reduce cost of serving customers
The Coffee Groundz is a small business in
Houston, Texas. It has built a strong Facebook
following by promoting in-store and communityevents, along with advertising exclusive special
offers for Facebook fans.
They currently have over 1,650 fans.
Their fans are extremely active, posting photos
and videos of events hosted at The Coffee
Groundz.
The Coffee Groundz gives their audience anonline gathering place on Facebook
Info-Tech Research Group 54
Encourage participation and feedback
by publishing photo/video
contributions on
your wall.
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Social Media Goal
Positive brand image
Increased mind share
Increase customer satisfaction
Gain customer insights
Increase customer retention
Increase revenue per customer
Acquire customers
Reduce cost of serving customers
With over 750,000 followers, CME
Group tweets about global economic and
financial news. They are diligent about
responding to their followers and engaging in
conversation despite the volume of tweets.
They have posted an impressive 6,600 tweets
and have empowered their employees to work in
a variety of Twitter clients, including HootSuite,
TweetDeck, Twitter for Blackberry, and
OpenBeak.
relative in size
to their number of followers
Info-Tech Research Group 55
Reciprocate positive sentiments by
calling out by @name those who are
contributing to your conversation.
.T itt d di t d t t i d
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Social Media Goal
Positive brand image
Increased mind share
Increase customer satisfaction
Gain customer insights
Increase customer retention
Increase revenue per customer
Acquire customers
Reduce cost of serving customers
Approx 500 Zappos employees are on Twitter,
including the CEO, tasked with providing
exceptional customer service and positive brand
representation.
Customers can talk directly to a customer service
representative about a previous, current or
future purchase, issues with the Zappos.com
website, or ideas for future products and
improvements.
.Twitter dedicated to customer service and
retention
Info-Tech Research Group 56
Be transparent about who is tweeting.
Zappos.com CEO, Tony Hsieh, has gained
over 1.6 million followers by being open
about his position and sharing unvarnished
thoughts about his company.
YouTubes interactivity
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Social Media Goal
Positive brand image
Increased mind share
Increase customer satisfaction
Gain customer insights
Increase customer retention
Increase revenue per customer
Acquire customers
Reduce cost of serving customers
Ad agency BooneOakley has taken the
interactivity potential of YouTube and turned it
into their website.
www.BooneOakley.com points to their main
YouTube video, which utilizes the Flash
component of YouTube to link to other videos
that correspond with the different traditional
pages of their website.
YouTubes interactivity
that go virtually untapped by most users
Info-Tech Research Group 57
Create collateral that takes advantage of the capabilities
of each medium.
BooneOakleys site demonstrates the capabilities
YouTube has to transform videos into full-fledged web
content that interacts seamlessly with other components
of your website.
to connect
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B-to-B magazine Control Engineering built a
community for engineers that focuses on
members' needs for expertise and in-depthadvice, both from their peers and from easy
access to editorial content.
The most interesting discussions were then used
as articles in their print publication, which
encouraged subscribers to find and use the
LinkedIn group.
to connect
and discuss, not to sell
Info-Tech Research Group 58
Social Media Goal
Positive brand image
Increased mind share
Increase customer satisfaction
Gain customer insights
Increase customer retention
Increase revenue per customer
Acquire customers
Reduce cost of serving customers
Start a discussion that sparks interaction with
your employee representatives.
If your group gets off track, moderate with
discretion. You may still find valuable insights in
the conversation.
exist for your organization with Info Techs
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Info-Tech Advice:
1. Remember that departmental goals
will overlap; gaining customer
insight is valuable to sales,
marketing and customer service.
2. The social media benefits you can
expect to achieve will evolve as your
processes mature.3. Often, organizations jump into
social media because they feel they
have to. Use this assessment to
identify early on what your drivers
should be.
Not all organizations will strive to achieve results
in all three areas of opportunity. Use Info-Techs
Social Media Opportunity Assessment Tool to
determine, based on your unique criteria, where
opportunity exists for your organization in
marketing, sales and service.
exist for your organization with Info-Tech s
tool
Info-Tech Research Group 59
management strategy and achievable
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Info-Tech Advice:
1. Include 2-3 business stakeholders and one person
from IT in the creation of the business plan.
2. Use this framework to quick-start your projects at
the same time that the strategy is being developed.
3. Your social media strategy may be used across many
customer interaction management-related projects.
This document is intended to mature and grow with
subsequent projects.
4. Identify both the potential gains as well as the risks
of social media, and how you plan to mitigate those.
Use the results from the opportunity assessment tobuild a Social Media Business Plan for theenterprise. Document business justifications forspecific near-term customer interactionmanagement-related projects.
a age e t st ategy a d ac e ab e
opportunities in Info-Techs business plan
template
Info-Tech Research Group 60
Info-Tech Insight:If the term social media carries a negative connotation in your organization, then terms like customer channel
strategy or customer interaction management could be substituted.
d
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Road Map
Info-Tech Research Group 61
Strategize Opportunity Assessment Business Plan
Understand MarketOverview
Value toOrganizations
ITs Role RiskMitigation
Compare Social Media Vendor Segmentation
Implement Project Planning Securing Privacy & Integrity
, ,i t ti l l b d
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, ,grow your interaction level based on your
results
Info-Tech Research Group 62
Dont jump into social media all at once; build your plan in stages.
Example Social Media Implementation Timeline
One-sided interactions Multi-faceted conversations
Begin by building your
Facebook fan page and setting
up your Twitter account Focus on following other
people, joining groups, and
locating your customers wherethey are using social media
Build your following by posting
relevant information, asking
questions, replying to brandmentions
Establish your presence on
LinkedIn by creating a discussion
group
Create a YouTube channel and
post videos link to and fromother social media accounts
Aggressively seek out brand mentions
and provide conflict resolution
Integrate social media sales effortswith your website
Social channel manager or aggregator
implemented to integrate with CRM
suite
Advertise your social media presence
in all other collateral: your website,
brochures, business cards, etc.
Little to no measurable benefitsBenefits become visible for
marketing and service
Sales, marketing, and customerservice benefits are seen and
measured
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Info-Tech Advice:
1. If you cannot assign FTEs to social media
activities, be sure to clearly outline timeexpectations of part-time social media reps.
2. Provide a framework for obtaining and reporting
metrics and project successes.
3. Be prepared to evaluate frequently and reassign
priorities as your project progresses. Your
audience will tell you which opportunities will be
most successful (sales, marketing, and/or
customer service).
A social media project is a multi-departmentalundertaking that must be managed well to besuccessful. Document the process in Info-TechsSocial CRM Project Charter Template to ensureproject success.
template to keep multiple departments on
the same page
Info-Tech Research Group 63
Due to the rapidly changing nature of social media, project requirements need to be both well-defined and
flexible.
Info-Tech Insight:
organizational use of social media with this
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Info-Tech Advice:
1. Separate employee use of public social networks for
personal purposes from official employee use of these
networks for business purposes.2. Establish guidelines for privacy settings in user profiles
on public social networks aimed at consumers
(Facebook, MySpace and Friendster).
3. Prohibit installation of additional applications from a
public social network platforms application partners
without IT approval.
4. It is the responsibility of the business unit to monitor
individual group member activity.
The use of external social media within organizations for
business purposes is here to stay. The risk of inappropriate
information transfer between personal and business
contacts must be mitigated by implementing Info-TechsSocial Media Acceptable Use Policy.
organizational use of social media with this
policy
Info-Tech Research Group 64
Tools to establish barriers between personal and private networks and tools to centrally manage accounts are
only beginning to emerge. Start with the implementation of a paper policy.
Info-Tech Insight:
Conclusion
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Social media is not a new world: its an add-on to existing channels.
Youve always been communicating with your customers and social media
provides another medium to leverage.
Integrating social media and CRM technology is crucial to achieving goals.
ITs primary role is managing social media infrastructure and security
The technology decision involves evaluating vendors in three distinct
categories: social media services, CRM suites, and social channel
aggregators/managers.
Determine what social media opportunities exist for your organization in
marketing, sales and service.
Leverage current real-world implementations for lessons learned.
A social media implementation is a multi-department undertaking that
should be managed with a business plan and project charter. Your social media plan should be built in stages.
Conclusion
Info-Tech Research Group 65
Appendix
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Tools & Templates Associated with This Solution Set:
Understand
Leverage Social Media for Customer Interaction(Video)
Strategize
Social Media Opportunity Assessment Tool
Social Media Business Plan Template
Implement
Social CRM Project Charter
Social Media Acceptable Use Policy
Related Research:
Customer Interaction Management in a Web 2.0 World
Public Social Networks for Business: Is a FOAF a Foe?
Four Companies Benefit from the Friend of a Friend: A Social Networking Saga Getting Social with E-Mail Marketing Campaigns
Social Networking and Recruiting: Reap the Benefits; Reduce the Risks
Appendix
http://www.infotech.com/research/leverage-social-media-for-customer-interactionhttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-media-opportunity-assessment-toolhttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-media-business-plan-templatehttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-media-acceptable-use-policyhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/public-social-networks-for-business-is-a-foaf-a-foe?nav_id=2639http://www.infotech.com/research/public-social-networks-for-business-is-a-foaf-a-foe?nav_id=2639http://www.infotech.com/research/four-companies-benefit-from-the-friend-of-a-friend-a-social-networking-saga?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/social-networking-and-recruiting-reap-the-benefits-reduce-the-risks?nav_id=2639http://www.infotech.com/research/social-networking-and-recruiting-reap-the-benefits-reduce-the-risks?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/getting-social-with-e-mail-marketing-campaigns?nav_id=2639http://www.infotech.com/research/four-companies-benefit-from-the-friend-of-a-friend-a-social-networking-saga?nav_id=2639http://www.infotech.com/research/public-social-networks-for-business-is-a-foaf-a-foe?nav_id=2639http://www.infotech.com/research/public-social-networks-for-business-is-a-foaf-a-foe?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-media-acceptable-use-policyhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/social-crm-project-charterhttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-media-business-plan-templatehttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/social-media-opportunity-assessment-toolhttp://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/customer-interaction-management-in-a-web-20-world?nav_id=2639http://www.infotech.com/research/leverage-social-media-for-customer-interaction
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