Social Media / Social Networking A new world or just better business ?

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Social Media / Social Networking A new world or
just better business ?
Are you being social with your customer
relationship management strategy ?
Being social is an essential part of your CRM
strategy
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On the menu How we interact with our customers
why Overlaying that thinking into our
strategyA customer who loves our approachOur
recommendations, based on our activities
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Information Exchange
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Prospect/Vendor Information Exchange
Information
Time
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Our credentials

• Social media is a major part of our marketing
  activity
• We ran the first integrated social media
  campaign on LinkedIn
• We run blogs, Twitter feeds, Facebook groups and
  YouTube channels
• We monitor whats being said about us, where,
  when and by whom
• We use web analytics to evaluate our performance
• We integrate social media into our search
  strategy

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Social Profiles
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(No Transcript)
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P How we interact with our customers why
Overlaying that thinking into our strategyA
customer who loves our approachOur
recommendations, based on our activities
On the menu
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CRM Technology Strategy
Connected Front / Back Office
Anywhere WorkforceExperience
Interoperability
Common Components
Services Based Integration
SaaS business Platform
Anywhere Workforce Awareness
Context Aware Services
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Context Aware Service
Travel plans for next week
Indirect / Contextual Input
Application Context
New Opportunities / Contacts I have not met
Zoominfo Linkedin are trademarks of Zoom
Information Inc LinkedIn Inc
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P How we interact with our customers why P
Overlaying that thinking into our strategyA
customer who loves our approachOur
recommendations, based on our activities
On the menu
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Sage is the best company ever
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P How we interact with our customers why P
Overlaying that thinking into our strategy P A
customer who loves our approachOur
recommendations, based on our activities
On the menu
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Social Media Patterns

• A synthesis of our experiences for you

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Overview

• 6 month tracking of data on 14 accounts on the
  following Social media sites
• Twitter
• Facebook
• LinkedIn
• Blogger

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Items viewed

• Twitter
• Following follower ratio
• Followers over time (looking for spikes in
  counts)
• Content pieces or actions that could account for
  follower spikes
• Facebook
• Friend total
• Frequency of wall postings (combined)
• LinkedIn
• Group development
• Content/membership ratio
• Blogger
• High traffic blogs frequency of posts
• Content review

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Analysis

• Most large following nodes are topic-centric
• Promotion of site heavily influenced by
  traditional media
• Content is less of a viewership driver than
  marketing

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Analysis /2

• Authors typically interact with lt 50 members
• Authors have frequent interaction with 2-6
  members
• Avg weekly posting 6 new posts 10 comments
• Initially posting counts are high while
  viewership is low.
• As viewership increases net new postings drop
  significantly
• Comments increase

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What works for us

• Create topic-centric themes
• Promote, promote, promote the community site(s)
• Keep the conversation flowing but dont
  over-post
• Engage any members who interact with us

• Engage for us means .

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Network

• Attract around common interest

Community
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Author

• Join discussions and publish profiles

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Search and Follow

• Discover through social media

Whos talking about Sage?...
Bob 02 7123 6352
Tom TomN_at_myemail.com
Dave Twitter_at_sage.com
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Search and Follow

• Track through social media

Whats Dave up to?...
My boss is a pain
Travelling to Manchester
Im learning to scuba dive
Twitter
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Social Media and CRM
Network

• Blogs, Social Messaging
• Relationships, Referrals
• Keyword Frequency
• Tag Clouds
• Voting, Recommendation

Social Networks
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Sage CRM Solutions Social Media Tips

• Six tips, based on our work so far

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Assumptions

• The marketing basics are already in place
• A defined marketing plan with clear, measurable
  objectives
• Web analytics is set up (and used)
• Search (natural and paid) activity running
• A content plan for your website exists
• The resource (people) is available to sustain
  any Social Media activity

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Social media Tip 1
Understand the activity on your own site before
you do anything else. Define where you are and
then you will then be able to benchmark the
impact of any Social Media activity.
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Social media Tip 2
No one uses all offline media channels. Dont
feel you need to use every Social Media channel
either. Be selective. Choose the channel that
already features conversations about your company
or your area.
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Social media Tip 3
Are you using these channels personally? If you
arent familiar with them now is the time. Set
up a Facebook profile, a Twitter feed or a
LinkedIn profile. Get comfortable with it
yourself. Then set up the official channels for
your business.
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Social media Tip 4
Set up a series of basic guidelines for your
people. What can they say, where, when and
how? Empower your people to be able to react
quickly without layers of approval
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Social media Tip 5
As your level of engagement increases so will the
level of resource required. At the highest
levels it needs the support of the entire
business. Define your level of engagement
according to your ability to support it.
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Social media Tip 6
Are you adding value? Are you helping answer
users queries or problems, pointing them to the
right solution or providing insights they can
use? If not you are not having a conversation
you are advertising
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P How we interact with our customers why P
Overlaying that thinking into our strategy P A
customer who loves our approachP Our
recommendations, based on our activities
On the menu
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David BeardCRM Evangelist Sage
http//community.sagecrm.comhttp//www.talkingabo
utcustomers.co.uk