This document discusses incorporating social CRM initiatives into a traditional Microsoft Dynamics CRM 2011 strategy. It covers monitoring social networking channels, using social insights for sales, marketing and customer service, measuring social CRM results, and enabling enterprise collaboration. Specific tools are also presented, such as CoTweet for customer service, ClickDimensions for social discovery, and Vibe and Pulse for collaboration. The presentation aims to help organizations learn from and engage with customers on social media.

1. Incorporating Social CRM Initiatives
within Your Traditional
Microsoft Dynamics CRM 2011
Strategy
PRESENTED BY IVAN KURTEV
DELIVERY DIRECTOR, CRM
GREEN BEACON SOLUTIONS LLC

2. Introductions - Green Beacon Solutions
• Ivan Kurtev: Delivery Director – CRM
○ ikurtev@greenbeacon.com
○ @ikurtev
• John Lucas: Pre-Sales Manager
○ jlucas@greenbeacon.com

3. Agenda
• Social CRM and Social CRM Use Cases
• Monitoring Social Networking Channels
• Social Insight for Sales and Marketing
• Social Insight for Customer Service
• Measuring Results
• Enterprise Collaboration
3

4. The Era of Information Democracy
From information asymmetry...
Information was scarce
Customers were ill-informed
Exchanges were monologues
Marketing was “command-and-control”
… To information democracy
Information is ubiquitous
Customers are well-informed
Exchanges are conversations
Marketing is “connect-and-collaborate”
Source: Social CRM Definition by Martin Walsh
http://www.slideshare.net/martinwalsh/social-crm-definition-by-martin-walsh

5. The Challenge
“Customers continue to adopt social technologies
at a blinding speed and
organizations are unable to keep up.”
Ray Wang,
CEO, Constellation Research
5

6. The Opportunity: Social CRM Delivers Competitive Advantage
“(We) only have two sources of Competitive Advantage:
1) Learn more about our customers faster than the competition and
2) Turn that learning into action faster than the competition.”
Jack Welch,
Former CEO, GE

7. Social CRM
Definition
“CRM is a philosophy and a business strategy, supported by a technology
platform, business rules, workflow, processes & social characteristics,
designed to engage the customer in a collaborative conversation in order to
provide mutually beneficial value in a trusted & transparent business
environment.
– Paul Greenberg
It’s the company’s response to
the customer’s ownership of
the conversation.”

8. The Anatomy of the Organization’s Response
• Social CRM efforts should be part of your overall CRM strategy
• Reallocate resources to support Social CRM efforts
• Increase focus on collaborative customer relationships, not internal processes
• Determine what social channels your customers are using
• Monitor those channels and engage your customers
• Use tools to cope with the scale of social conversations
8

9. The Social CRM Process
Source: Chess Media Group
http://www.jmorganmarketing.com/evolution-social-crm-process/

10. Altimeter Group: Use Cases of Social CRM

11. Market Readiness of Social CRM Use Cases
11

12. Agenda
• Social CRM and Social CRM Use Cases
• Monitoring Social Networking Channels
• Social Insight for Sales and Marketing
• Social Insight for Customer Service
• Measuring Results
• Enterprise Collaboration
12

13. What Does Monitoring Involve?
• Listen and identify what channels your
customers are using
• Focus on Influencers
• Determine the influencers’ attitude to your
organization

14. Social Activity Dashboard from FUSE Labs
Source: http://crmsocialdashboard.codeplex.com/releases/view/55425
14

15. Parrot by Webfortis
• Available on the Dynamics
Marketplace
• Twitter, Facebook, LinkedIn
• Actions:
○ Favorite, Direct Message, Reply,
Retweet
• Convert to:
○ Account, Contact, Lead, Case
• Post tweets from Parrot
• Integrate multiple Twitter handles
• Save searches
15

16. Contextual timeline on
Account and Contact Forms

17. Agenda
• Social CRM and Social CRM Use Cases
• Monitoring Social Networking Channels
• Social Insight for Marketing and Sales
• Social Insight for Customer Service
• Measuring Results
• Enterprise Collaboration
17

18. Marketing in the Age of Information Democracy
• Switch away from Push Marketing
• Expensive and inefficient
• Does not allow organizations to engage customers in a conversation
• Focus on Pull Marketing
• Generate Interesting and Valuable Content for your Target Audience
• Draw and Capture Leads in your web site
• Promote content on the Social Media channels that your audience participates in
• Engage in an ongoing conversation with your audience

19. Marketing in Social Media Channels
• Listen and Identify:
• Top Channels
• Top Influencers in those channels
• Top Conversations (vs. Noise)
• Build relationships with influencers
• Respond when conversations impact your brand:
• Assess Impact
• Determine the influence of the participants in the discussion

20. Sales and Social CRM
• Identify where key prospects and customers interact
• Gain insight about your prospects and customers from online
profiles
• Identify Conversations that represent Leads and Opportunities
• Summarize insight from social channels and develop new offerings

21. Social Connectors for Microsoft Outlook 2010
21

22. Social Discovery from ClickDimensions
22

23. Social Discovery from ClickDimensions
23

24. InsideView
• Available on the Dynamics
Marketplace
• Focus on Social Selling
• Prospecting and List Building
• Lead Qualification and Data
Enrichment
• Sales Collaboration and sharing
24

25. Agenda
• Social CRM and Social CRM Use Cases
• Monitoring Social Networking Channels
• Social Insight for Sales and Marketing
• Social Insight for Customer Service
• Measuring Results
• Enterprise Collaboration
25

26. Customer Service and Social CRM
• Social networks open new channels for customer service
• Monitor and bring customer service and support issues into
CRM and manage them using existing workflows
• In these channels, customers expect real-time responses
• Measure volume and customer satisfaction in these channels and
compare them with traditional channels
• Encourage your advocate customers to support new customers
in the ecosystem

27. Service Management with CoTweet

28. Service Management with CoTweet
Cases can be created from the timeline
with a single click as well.

29. Service Management with CoTweet
Cases can be created from the timeline
with a single click as well.

30. Surfacing Organization Intelligence
As the agent is engaging with a social
contact, they can get all the
organizational intelligence on them.

31. Surfacing Intelligence at Engagement
Customer Lifetime Value
Value of all Open Opportunities
Status in CRM system
(Lead, Account or
Contact)

32. Surfacing Intelligence at Engagement
Number and List of open cases
Number and List of open
opportunities
Buyer/Customer
Sentiment

33. Automated Sentiment Analysis
• Sentiment Analysis Considerations:
• How accurate can sentiment analysis be?
• Humans only agree 79% of the time.
• There’s usually a need for a sentiment override.
• Sentiment can vary by Content Type
• Entity level vs. article level sentiment:
• If an article mentions Nike and New Balance, can we determine
how the author feels towards New Balance?
• Sentiment Prioritization
• Influence of the poster in the community
• Reputation – how frequently does this person post negative comments
• Intensity of the mention
Source: How Companies Can Use Sentiment Analysis to Improve Their Business by Maria Ogneva
http://mashable.com/2010/04/19/sentiment-analysis/

34. Identify Influencers in a Specific Channel?
• Klout Score:
• True Reach:
• Size of your engaged audience.
• Amplification Probability:
• Likelihood that your content will be acted upon.
• Network Influence:
• Influence level of your engaged audience.
Source: http://klout.com/kscore?from=ks
34

35. Agenda
• Social CRM and Social CRM Use Cases
• Monitoring Social Networking Channels
• Social Insight for Sales and Marketing
• Social Insight for Customer Service
• Measuring Social CRM Results
• Enterprise Collaboration
35

36. Focus on Business Objectives
• Campaign Responses and Leads
• Revenue Generated from Social Media
• Customer Satisfaction
36

37. Social Media Measurements
Business Objective Key Performance Indicators
Foster Dialog Share Of Voice
Audience Engagement
Conversation Reach
Promote Advocacy Active Advocates
Advocate Influence
Advocacy Impact
Facilitate Support Resolution Rate
Resolution Time
Satisfaction Score
Spur Innovation Topic Trends
Sentiment Ratio
Idea Impact
Altimeter Group Report: Social Marketing Analytics: A New Framework for Measuring Results in Social Media
http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics

38. Agenda
• Social CRM and Social CRM Use Cases
• Monitoring Social Networking Channels
• Social Insight for Sales and Marketing
• Social Insight for Customer Service
• Measuring Social CRM Results
• Enterprise Collaboration
38

39. Defining Enterprise Collaboration
• Empower internal departments and teams to work together
enterprise collaboration tools
• Provide system updates in a newsfeed format when important business
event occur
• Allow users to ask questions and share best practices
• Enterprise Collaboration can extend beyond the enterprise and
involve external stakeholders such as partners and even customers

40. Vibe
• Developed by Sonoma Partners • Key Freatues:
• Available from the Microsoft • Microblogging
Dynamics Marketplace • System Updates
• CRM 2011 Online or On-Premise • Status Updates
• Free Edition available • Follow People
• Lives within CRM 2011 • Follow Groups
• Topic Hashtags
• Integration possible via the CRM
2011 API • Workflow-driven, in CRM, RSS
• Feeds (i.e. Won Opportunity Alert)
Feed Dashboard, in MSCRM
Dashboards

41. Vibe
Status Update
User requests assistance
System Post when
an Opportunity Closed

42. Pulse
• Developed by Neudesic LLC • Key Freatues:
• Fee-based: • Microblogging
• $12/user/month private cloud • Status Updates
• On-premise pricing available upon • System Updates
request from Neudesic LLC • Follow People
• Integration with CRM 2011, • Follow Groups
Microsoft SharePoint and • Follow CRM Records
provides API for other systems • Topic Hashtags
• Questions with crowd-sourced
answers
• Feed Dashboard, in Pulse Portal (top
posts)

43. Dedicated
User Interface
Integration with CRM
and Other Systems
Available on
Mobile Devices

44. Contextual newsfeed
44

45. Dedicated Questions Feature
45

46. Is Social CRM Possible without Social Network?
How Paul Greenberg helped Coke Mexico build advocacy with their distributors who were
small local shops with no Internet Access?
• All truck drivers that distributed the Coke products needed to be hired locally to
help make the experience personal and emotional. This meant that the drivers
knew who they were delivering to.
• A newsletter was created to highlight the various stores and the community. This
newsletter was printed and distributed by the truck drivers along with the Coke
products they delivered. So the truck drivers were the “internet” that acted as the
distributors of information (and product).
• Distributors that performed well were given family trips instead of improved
signage (which was given to the better performers). So instead of distributors
getting bigger and better signs, they were now able to spend time with their
families, again making the connection between Coke and the distributors more
personal and emotional.
46

47. Resources
Blogs:
• Altimeter Group: http://www.altimetergroup.com/
• Chess Media Group Blog: http://www.jmorganmarketing.com/
• R “Ray” Wang Blog: http://blog.softwareinsider.org
• SlideShare: http://www.slideshare.net
• Green Beacon Solutions Blog: http://connect.greenbeacon.com
Microsoft Dynamics CRM 2011 Tools (alphabetical order):
• CoTweet: http://www.cotweet.com
• ClickDimensions: http://clickdimensions.com
• InsideView: http://www.insideview.com
• Parrot: http://www.webfortis.com/webfortis-social-media-solutions.aspx

48. Questions & Answers
Q&A
Ivan Kurtev
Delivery Director - CRM
617-485-5208
ikurtev@greenbeacon.com
@ikurtev
John Lucas
Pre-Sales Manager
617-485-5260
jlucas@greenbeacon.com