Tagged: Customer relationship management

social-media-evolution

Evolution of Social CRM

NodeXL Twitter Network Graphs: Social CRM
Image by Marc_Smith via Flickr

Waiting for the next Facebook? Wondering what the Foursquare 4.0 will look like? Trying to build your business strategy to fit the ever growing and changing technology and services?

These are the things that are always on the mind of social marketing strategists. But they are not paramount.  At least not for the ones leading the industry. You see those that build brand engagement strategies around social channels understand that it’s not about the channels as much as it is about the principles of how social works. Through the technology and the noise, there is always the 1:1 relationship. This is the core of all strategies around social marketing. As technologies evolve ways to enhance the 1:1 does too. This is where the focus remains.

In early 2009 the notion of Social CRM was a rough sketch in brand marketers minds. But the concept of organizing and measuring the 1:1 across social channels was there. In 2010 we began seeing these practices take shape in conference presentations and software begin to adapt more and more around managing this reality. The fact is that some people still turn to technology for answers rather than understanding the core philosophies in place. Remember the 1:1 reality and as technology evolves the core Social CRM philosphies are:

  • Measuring the 1:1 relationship based on quality, loyalty, and context
  • Archiving conversations and relative data of the relationship
  • Listening and monitoring multi-channel access to each person within your network

If you utilize or are thinking of utilizing technology to help with this process, kudos. There are many programs out there from free services like Gist to larger Enterprise custom platforms like Sprinklr. But remember the core 1:1 aspects of Social CRM and how the technology fits those philosophies.

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top-of-the-funnel

Social CRM Tagging

I wrote last week my plans to use Marketo as a Social CRM tool. My first step was to set up a tagging process within Marketo to track visitors that come to any of our landing pages, microsites, or main site.

I have set up a campaign called Social CRM within Salesforce and have set up a Marketing Activity within Marketo to earmark all visitors who have come to any of our sites or landing pages through a social network or our blogs:

I then set a flow to associate these leads into a SFDC campaign. I set up behavioral scoring to track their engagement on out site.   I will soon implement demographic scoring as well. Bear in mind this is for leads we have information on. If a visitor comes to our site and does not have a pre-existing record within our Salesfroce or have not filled out a form, we will not have contact information for the lead and it will appear as Anonymous:

The goal is to engage enough within the social web to convert a relationship to a SFDC/Marketo lead. Once I capture the information, I can begin to track the interaction on our microsites, blogs and our own site. I can associate the social relationship with their activity on our forward facing digital spaces. I can understand more from the customer and what they are looking for. The opportunity to provide relevant content to them and strengthen the social relationship online is greatly enhanced. I can track the relationship within the social space using tools like Gist or Sprinklr and the interaction with the lead on our pages using the system above.

This is just the first step obviously. There is much more strategy to come. However the ability to track conversions and relevance on our sites from our social web engagement is at least built.

How are you tracking your conversions from the social web? What tools/process are you using?

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deamand-gen

Top of the Funnel sCRM

So these last few months we have been on boarding a new instance of Marketo over at GannettLocal. This blog post will be the first of many as I dive into this system more as well as how to best utilize it for Social CRM. I want to blog the experience and share knowledge, lessons learned, as well as find others going through this process.

Marketo is simply a web based marketing automation system that is epic. It allows for smart traffic/lead tracking over all our public facing web pages. It tracks demographic and behavioral interaction of leads offers progressive profiling and a simple way to design emails and landing page. The software syncs with our instance of Salesforce and offers marketing/sales information between the marketing team and the sales floor. I am privileged to have access to these powerful tools in this start-up.

With Marketo, Salesforce, and a strong social media strategy I have begun implementing a Social CRM process and will be updating folks along the way. The first step, the top of the funnel. Here is the landscape…

This is the demand generation cloud we are working within the social web and search engine discovery:

The focus around these blogs posts under the category “Top of the Funnel sCRM” will be how to take that above cloud and convert those interactions with the top two layers of the marketing/sales funnel show here:

I am simply looking for ways to grab the attention of our audience, engage, build trust, and convert them into true qualified leads. All done authentically in the age of trickery in marketing, and the “gotcha” traps. We want to build authentic interest.

After solid strategies on this front the blog will eventually evolve into holistic sCRM strategies around customer service, empowerment, and eventual creating brand ambassadors. The below process is what I am striving toward:

I will share the process with you step by step. Right now… I will focus on “Top of the Funnel.” I can’t wait to get into the loyalty aspects of this process however. Please let me know your thoughts on this process and if you are creating strategies similar. What tools do you use? What lessons have you learned?

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