Adam Metz,
Principal
Social Media Customer Management 101
1. The methodology
2. Pick from the 22 Use Cases of Social
Customer Management & Engage Across
Multiple Business Functions
3. You need a social media monitoring system
and a CRM to track business outcomes.
The Nine Buckets of Consumer Social Web
Tools
Blogs
Podcasts
Social
Network
Services
Wikis
MicroBlogs
Video
Discussion
Forums
Online
Reviews &
Ratings
Widgets
tinyurl.com/metzbooks
Want free social
customer webinar
invites? Text METZ to
50500
Starting With The Tools = Not Viable Strategy
Big Takeaway #1: The Methodology
•
LPOSTm Methodology
•
•
•
Listen: Get a social media management
system and listen for 30 days.
People: We pick our stakeholder set first.
Who are the people, inside and outside our
company that we want to engage and create
outcomes with?
Objectives: We decide upon a business
objective, and the metrics by which success
will be measured. Fans & followers are not
business objectives.
Big Takeaway #1: The Methodology
•
LPOSTm Methodology
•
•
•
Strategy: We write a strategic document, and
execute against it. Planning and strategy are
not the same thing. This is where we
strategize to be different, and absolutely
amazing. Without WOW, this is pointless.
Don’t do it.
Tools: We pick our tools last.
Measure: We measure the key metrics every
3 months, and iterate the plan based on our
measurements.
Big Usable Action #1: Make The Methodology
1. Sit down with your team and order a bunch of pizzas and write
the strategy.
2. It will take two or three meetings.
3. Always have food. If there is no food, no one will come.
4. Have someone run the meeting, with a fancy gavel, if possible.
5. Have someone else (who doesn’t talk much) take notes on a
computer.
6. Post the results on a wiki like PBWorks or Google Docs, so
everyone can see them (and change them)
7. Divide up who will do what, and start executing, immediately. If
Brands Taking Action
Social Mobile
• Brands (even bands) are
making mobile content for the
social web cheaply and quickly
• Collateral contains ability to
click-through to medium-to-high
priced items ($100-$1000+)
• Number of branded social
mobile apps are higher than
ever: the number of mobile payment users
worldwide will total 73.4 million in 2009, up
70.4 percent from 2008 when there were 43.1
million users
Big Take-away #2: Engage Across Multiple Business Functions,
To Create Outcomes WITH The Social Customer
ideshare.com/metzcon
Big Usable Action#2: Pick 1 or 2 of these Use Cases &
Begin!
•
LPOSTm: An Example
LPOSTm Methodology: Resort At Port Ludlow
•
•
•
•
Listen: Do this for 30 days.
People: We want to work with our employees, prospective customers
and customers in the Seattle, Portland, and Pacific Northwest metro
markets. They are primarily adults ages 30-65.
Objectives: Our business objective is threefold: (1) to add new sales,
(2) increase same-property sales, and (3) protect the brand.
Strategy: We will WOW our best repeat customers with a VIP
experience. We will also manage all social customer channels across
all company departments to derive social sales and marketing
insights, and then act on them.
LPOSTm: An Example
•
LPOSTm Methodology: Resort At Port Ludlow
•
•
Tools: For the next 90 days, we will use Context Optional, Facebook,
Yelp, our InfusionSoft CRM, Twitter and for books, we’ll use There Is
No Secret Sauce and The New Community Rules
Measure: We measure the key metrics every 3 months, and iterate the
plan based on our measurements.
Facebook
Other Social
Media
Yelp
Context Optional Social Media Management System
InfusionSoft Social CRM
Email Marketing
Other Marketing
Ops & Rest of
Your Business
Big Take-away #3: Without Some Form Of sCRM and Social Media
Monitoring, There Is No Way To Track Business Outcomes
Social Media Monitoring System
(SMMS)
sCRM
Big Usable Action #3: Buy The sCRM and
Social Media Monitoring and Set It Up
Recap
• BTA 1: Use LPOSTm methodology to write your strategy
with your team.
• BTA 2: Engage across multiple business functions, WITH
the social customer, using the 22 Social CRM uses cases,
to create business outcomes.
• BTA 3: Record everything and run everything on your
social Customer Relationship Management system
(sCRM), and monitor everything on your social media
management system (SMMS).
Social Business Wiki - try it for free
To
receive
a
www.adammetz.com
$188 gift
certificate to the
Metz Consulting
store for a 1week free social
business wiki,
text WIKI to
50500.
Social Business Wiki - try it for free
Flavors include
travel/hospitality,
small business and
CPG. Text WIKI to
50500 for a gift
certificate.
The First Easy Social Customer Strategy Book
Want to send a
complimentary PDF
copy to a colleague?
Text METZ to 50500
Past Attendees
10/28,
12/16
Want to come to a no-cost 4hour workshop in SF? Email
christina@adammetz.com!
Want these slides? Email
christina@adammetz.comPe
ace out - Metz.