Social Media Marketing

124

c h a p t e r

5:

SOCIAL T

ECHNOLOGY AND B

USINESS D

ECISIONS

■

•    The connections—touchpoints—between your activities and those of your cus-

tomers with the internal business processes that drive the experience that occurs

at those touchpoints.

The first column in Table 5.1 shows the basic decisional-support elements associ-

ated with Social CRM. Take these five elements together and you have the basis for an

enterprise-wide implementation of a feedback process based on customer insights gath-

ered through active listening that be harnessed and used to drive your business. This is

what Social CRM is all about.

P Table 5.1 Social CRM and Decisional Building Blocks

Social CRM Element Applicable Technique Example Platform

Understanding the Customer

Point of View

Social Analytics and Rigorous

Assessment of Conversations

Alterian SM2, Nielsen |

Buzzmetrics, Oxyme, Radian6,

SAS Institute, Scout Labs,

Sysomos, TNS | Cymfony

Mapping Social Graphs Source Identification and Social

Status

BuzzStream, Sysomos, Gephi

Differentiating Control versus

Leadership

Support Communities and Expert

Identification

Lithium Technologies, Jive

Software

Commerce Optimization Quantifying and Tracking Ratings

and Reviews

Bazaarvoice, SAS Institute, IBM

WebSphere

Quantification of Customer

Touchpoints

Source and Sentiment Analysis

Sources of Business Analytics

Activities

Create this yourself: See Chapter 6

of Social Media Marketing: An Hour

a Day for more.

Table 5.1 provides a starting point in understanding and investigating some

of the best-in-class tools that can be used to create the quantitative framework for a

Social CRM program. By linking social analytics (conversation analysis) and source

identification (social graph analysis) together with commerce feedback (ratings and

reviews) an end-to-end view of your commerce pipeline emerges. Taking the further

step—through touchpoint analysis or an equivalent process—of tying sources, conver-

sations, and commerce data to the internal business or organizational processes that

drive the experiences that your customers and stakeholders talk about provides the

business insights you need to evolve your business in alignment with your customers.

The Customer Point of View (POV)

Social analytics, even in their purely qualitative form, provide powerful insights into

the personal views of your customers. Because the analytics platforms collect large

amounts of data, you can get beyond the anecdotes of focus groups. Because the tools

are real time (or near real time) and ongoing, you can also move beyond one-off sur-

veys. Going further, in exchange for your time spent configuring these tools, they’ll