sugarcon 2013: working socially, thinking globally: global considerations for crm strategy
Post on 20-Oct-2014
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Jesus Hoyos Solvis Consulting, LLC Social Media affects your CRM operations at a global and local level - all you need is to have a social listening strategy. This represents a vast ocean of opportunties to increase revenue, reduce costs and to gain advocates. In this lecture Jesus Hoyos will explain 5 steps to gain insights so you can engage with your customers and convert the conversations into transactions. Some of the topics are: integration, workflow, internal collaboration, communities, knowledge management and your social CRM team.TRANSCRIPT
Working Socially, Thinking Globally: Global Considerations for CRM Strategy
Jesús Hoyos @jesus_hoyos
www.jesushoyos.com www.about.me/jesushoyos
#SugarCon
Agenda
• The Global Aspects of a sCRM Strategy • My TV is not working • My Sunroof has a water leak • Got Mofongo? • 5 Steps to Gain Insights and improve your
sCRM Strategy • Resources
The Global Aspects of a sCRM Strategy
• It is not B2B or B2C – it is about the Person • Conversations tells us a lot
– Locations, social graph, connections, tribes, tribal knowledge • Reach is global and local • Content is global and local • It is not just Twitter and Facebook – we need more than 140
characters (forums) • It is about metrics, influencers & segments (long tail) • Google or Bing Translate
• Is your CRM ready for the global aspect of social media? – Address formats, name conventions, workflow, filters, integration, business units,
prospects, social marketing, etc.
The Global Impact
Messi vs Maradona (in México, not in Argentina, but content in USA)
Global Ecosystem
Convert Conversations in Transactions Workflow, business rules, integration First Filter Conversations Mentions y Questions Second Filter Ideas Problems Knowledge Management Third Filter Social Media Agents Fourth Filter Call Center & CRM Agents Internal Business
Com
man
d C
ente
r
Com
mun
ity
My TV is not working (customer experience)
http://www.youtube.com/watch?v=quk9u7NoVbw
Buying the TV at BestBuy vs. Brandsmart Sony vs. Samsung (personal recommendation) Free Cable Service for Six Months (please hold) TV Problem (expired warranty, buy a renewal) Call Center and a possible divorce Field Service (we will be there between 8am and 5pm)
Key points
• No marketing automation • No call center integration • No community • Opportunity for call deflection, more than
25,000 views • Content in USA, Spain, UK and Argentina
My Sunroof has a water leak (customer support)
http://www.youtube.com/watch?v=ud-ny29vBlI
Dealer – to clean and fix the problem - $600.00 At the Dealer with their own Wi-Fi connection found more than 895 million mentions - jeep sunroof water leaking – mostly forums and videos It takes 5 minutes per door to fix the problem But you need to be a Certified Mechanic to fix it.
Key points
• No dealer integration • No digital culture • Product oriented • No community • Opportunity for call deflection, more than
399 views • Content in USA (worldwide views)
Got Mofongo? (marketing)
Kraft.com
http://www.cafepress.com/mf/12983471/got-mofongo-blk-tee_tshirt
Cafepress
Key points
• eCommerce • Bilingual • Multi-Channel • Call Center & CRM • Global Reach • Segmentation • Community & Tribes • Long Tail
5 Steps to Gain Insights and improve your sCRM Strategy Analysis & Monitoring, beyond sentiment analysis
1. Metrics 2. Influencers 3. Segments & Habits 4. Social Graph 5. Use Cases
Step 1 – Identify your metrics
• Establish your benchmark with the industry and competition – By Brand – By CxO – By Region – By Country – By Language
Key Metrics Share of Voice Share of Conversation Videos Views Forum threads Twitter Reach Page Views Number of Comments
Step 2 – Find influencer
• Identify and classify your influencers – By Brand – By Region – By Country – By Language – By Conversation Topics – By Trending Topics – Yes, you can use Klout or Kred, but come up
with your influencer formula (include CRM, Internet and Site data)
Step 3 – Segments and Habits
• Look for conversations beyond your brand, the competition or industry – Sales – Marketing – Customer Service – Life Style – Habits – Likes and Hobbies – Engagement
Step 4 – Social Graph
• Understand who is having the conversations – Location – Gender & Age – Social Profile (use FullContact, Fliptop) – Twitter insights – Sentiment – Reach & Volume – Categorization – Differed Metrics and Data
Step 5 – Use Cases • Based on the insights (Steps 1 to 4) create
and validate your sCRM uses cases – Global impact – region or language – Local impact – reach and volume – Use Cases for:
• Customer Service • Sales • Marketing • Crisis Management & PR • Community Management • Agency or Call Center (hybrid model) • CRM Integration
Resources • 10 Steps to integrate Social Media and CRM
– http://www.slideshare.net/jesus_hoyos/10-steps-to-integrate-crm-and-social-media
• SCRM Ecosystem Whitepaper for SugarCRM (Spanish)
– http://www.sugarcrm.com/la/whitepaper/el-ecosistema-del-crm-social
• Managing International Projects – http://www.slideshare.net/jesus_hoyos/managing-international-crm-projects
• CRM for Hispanics and Latin America – http://www.slideshare.net/jesus_hoyos/using-crm-for-the-hispanic-and-latin-american-
markets
Thank You
Jesús Hoyos - @jesus_hoyos www.jesushoyos.com