Tagged: Sprinklr

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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sprinklr

Sprinklr Review

I just walked through a demo of Sprinkr, yet another social media dashboard/platform. Yes, there are many. I have done demos of many. This however is a true enterprise level platform that manages many social media accounts across platform in real time. I reached out to them as several folks over at #BWE10 mentioned them including Cisco at the #BWEB2B panel.

The demo was quick, and I was thankful to walk through the presentation with Ragy Thomas, the CEO & Founder. I was impressed with the level of filters, contact ranking, and true measurement this software has. The interesting thing is that this platform is fully focused on authentic influence and relationship. Each social media contact is ranked by 3 unique measurements based on if they have interacted with you in the past, their network, and the likelihood that they are a real engaged person on the web or simply a broadcaster. This is not for everyone however. This is a true enterprise solution for high volume high engaged outlets. Personally, I was impressed and looking forward to additional talks as to how it will work within Gannett.

Some background on Sprinklr. Ragy is no new kid on the block. He has built companies and implemented directly with enterprise solutions in the past. This is why folks like Cisco are using them. Below I linked up Ragy’s Crunchbase profile. In additional to the realtionships and understanding of this space the company is also leading up a trending hashtag/meme called SoMeMa (#SoMeMa.) In fact their blog is named this.

CrunchBase Information
Ragy Thomas
Information provided by CrunchBase
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