Real World Social CRMUse Cases
Josh Sweeney
www.ALT-Invest.net
A consulting company that focuses on making other consulting companies successful through staff and service augmentation.
Background:
Inside Sales Enterprise Sales
Background:
•Built the first Twitter to CRM integration
•Consulted companies on social integrations and the use cases
•Majority of my work was focused on B2B
What qualifies me as a Social CRM expert?
•Real World Social CRM Use Cases
•Specific Business Use Cases
In this presentation…
How many of you work in the SMB space?
Small to Medium Businesses: 0-999 Employees
Poll…
How many people do B 2 B transactions?
Poll…
Use Case 1: Personal Connection
Recurring Sales
Sales PersonBill
( Telecom Sales )
ClientRon
( Telecom Engineer )
Use Case 1: Personal Connection
Recurring Purchases
Bill makes notes in CRM
about Ron
Example:
Two children Motorcycle racing
Use Case 1: Personal Connection
Bill makes notes in CRM
about Ron
Example:
Two children Motorcycle racing
Use Case 1: Personal Connection
Use Case 1: Personal Connection
The Solution: Real Time Data
Use Case 1: Personal Connection
Use Case 1: Personal Connection
Use Case 1: Personal Connection
•Traveling•Health•Attending Conferences/Meetings•Comments on Presentations
Other Updates:
Use Case 1: Personal Connection
Issues::
•How many people update social networks?
•Finding Contacts on Social Networks
Use Case 1: Personal Connection
15 Million active Twitterers -
35 Million users update Facebook each day –
LinkedIn 50 million users –
User Metrics:
Use Case 1: Personal Connection
Everyone who has time to find and enter contact Id’s from each social network raise
their hand.
Use Case 1: Personal Connection
Each Contact For Each Social Network
Use Case 1: Personal Connection
3rd Party Service
Automation: A Contact is Added
Use Case 1: Personal Connection
Use Case 2: Shortest Optimal Path
Traditional Sales
Social CRM Integrations can Change This
John – ( Sales )Marketing
Automation
Samir – C Corp VP of Marketing
John’s Target
Use Case 2: Shortest Optimal Path
Use Case 2: Shortest Optimal Path
Problem with Linked In:::• It isn’t readily available in CRM
•It doesn’t weigh the optimal route for the introduction across all networks
Use Case 2: Shortest Optimal Path
A
B
John Samir
Use Case 2: Shortest Optimal Path
Multidimensional Scale:
•Most Influential Ratings
•Number of Followers
•Linked In Recommendations
•Other Helpful Criteria
Use Case 2: Shortest Optimal Path
Automation is Straightforward
Use Case 2: Shortest Optimal Path
Use Case 3: Enhance Consumer Interactions
•Problem with Products
•Rating Products
•Researching for Purchase
Great Customer Support!
Use Case 3: Enhance Consumer Interactions
Best Possible Support
Social SupportQueue
Researching BI Tools
Whitepaper
Use Case 3: Enhance Consumer Interactions
Sales Guidance
Can’t get product X to work.
Love using product X!.
Comparing product X to competitors.
Support
Marketing
Sales
Use Case 3: Enhance Consumer Interactions
Route And Manage Filtered Updates
Queue Route
Can’t get product X to work. Support
How may I assist?
Use Case 3: Enhance Consumer Interactions
Example: Monitoring Product X
•Reach Out On Their Terms
•Don’t Make Them Do Extra Work
•Be Timely.
Use Case 3: Enhance Consumer Interactions
Key Points
Support Metrics:
•Time Spent On The Issue
•Response Time
•Other Key Indicators
Use Case 3: Enhance Consumer Interactions
Researching BI Solutions
Bob MatthewBI ConsultantShopper
Use Case 3: Enhance Consumer Interactions
Sales and Presales
Researching BI Solutions
Bob Matthew
Use Case 3: Enhance Consumer Interactions
Without Monitoring Social Networks
Use Case 3: Enhance Consumer Interactions
Support Is Overwhelmed
Looking at Various BI Tools
Looking at Various BI Tools
Lead
Use Case 3: Enhance Consumer Interactions
Text Mining Social Updates And Route
Use Case 3: Enhance Consumer Interactions
Lead Follow Up
Efficient Interactions
Michael( Trying to install X CMS)
Jenny
Having a difficult time installing X
CMS
Support Case
Use Case 3: Enhance Consumer Interactions
Knowledge Base
3rd Party Website
Have you tried this tutorial?
Use Case 3: Enhance Consumer Interactions
Point a User to Data
Jenny
Suggested Responses
Having a difficult time installing X
CMS
Having a difficult time installing X
CMS
1. Have you tried this tutorial “LINK”?
2. Can you provide environment details?
3. Which step is causing an issue?
1. Have you tried this tutorial “LINK”?
Use Case 3: Enhance Consumer Interactions
Use Case 4: Integration into your portal
Portals Are Social
Rank: 48 7612
Use Case 4: Integration into your portal
User Rankings Go Deeper Than Purchases
Jill Mike
Use Case 4: Integration into your portal
Sales See Them As Equals
Did you try?
How do I?
Use Case 4: Integration into your portal
Look for the Assets
Jill Mike
Use Case 4: Integration into your portal
Acknowledge The Assets
•Higher Priority in Queue
•Discount on Renewal
•A Simple Thank You
Use Case 4: Integration into your portal
Return The Favor
A
B
F
Use Case 4: Integration into your portal
Enhances Shortest Optimal Path Selling
Automation: Rank By Posts
A BF
0 Posts
1000 Posts
800 Posts
Use Case 4: Integration into your portal
Use Case 4: Integration into your portal
Avg Length of
Posts
Avg Posts per Month
OverallSentiment of Posts
A
Better Ranking and Asset Notification
Use Case 4: Integration into your portal
•Obvious Benefit
•Cost Effective
Conclusion
Questions?
Josh Sweeney
Twitter: JoshSweeney
Website: www.ALT-Invest.net