Get Serious about Customers
Communicate, Collaborate, Compete
Dale Rivers
Sage
http://community.sagecrm.com
@DaleRiversUK
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Where does Social Media
plug in to the story?
http://www.dreamsystemsmedia.com/blog/index.php/timeline-of-marketing-channels-graphic/
Life used to be so simple
“I know only half of my advertising
works.
The problem is, I don’t know
which half.”
Henry Ford
More seriously - traditional
messaging just doesn’t work …
Only 18% people believe what
they read in advertisements
SOURCE: ADWeek December, 2009
Who do you trust more?
Advertisements or your
friends & peers?
Reaching into existing communities is the
key to conducting a conversation
Expose yourself to an almost
infinite number of new
customers
Your peers are going to do it …
To achieve radical market shifts …
In action
And changing creative platforms …
So many platforms, so many
opportunities for messaging …
Which require and provide data …
Think you’ve got difficulties now ?!?
You are unleashing …
An explosion of data and
a tangle of collaboration …
You need a CRM strategy &
the tools to manage the work
On the menu …
P
P
The business case for CRM
How & where Social Media plugs into the story
A synthesis of our experiences to share with you
Our recommendations, based on our activities
Analysis
• Most large following nodes are topic-centric
• Promotion of site heavily influenced by traditional media
• Authors typically interact with < 50 members
• Authors have frequent interaction with 2-6 members
• Average 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
What works for us …
•
•
•
•
Create topic-centric themes
Promote, promote, promote the community site(s)
Keep the conversation flowing – but don’t over-post
Engage any members who interact with us
• Engage for us means ….
Social Media and CRM
Network
Follow and Search
Monitor UI
Log
Event
• Search Public
Postings (Twitter)
• Follow Contacts,
Forums, Accounts
• Receive Alerts
(Google)
Social Networks
• Post Messages
• Opt-in Profile
Author
Aggregate and Take Action
Individual
Take
Action
• Blogs, Social Messaging
• Relationships, Referrals
• Keyword Frequency
• Tag Clouds
• Voting, Recommendation
Team
CRM
• Update
• Share, Collaborate
• Delegate, Queue
• Track & Remind
Authoring UI
Log
Event
Sage CRM Solutions
– Social Media Tips
Six tips, based on our work so far
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. Don’t 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
aren’t 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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CRM
You have been watching……
Any questions……..?
DALE RIVERS
Sage (UK) Ltd
dale.rivers@sage.com
Tel. 0191 294 3000
THANK YOU