Social Media Marketing

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c h a p t e r

9 :

SOCIAL CRM

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The New Know

Author Thornton May argues that analytics is needed by all enterprises to be successful. This is

most certainly an underlying reality and end objective of a Social CRM program. You’ll want to

read Thornton’s book, The New Know (Wiley and SAS Press, 2009).

Build a Social CRM Program

Implementing Social CRM is both easier and more diffi cult than it might seem at fi rst.

It’s easier because many of the Social CRM components are found in tools or applica-

tions that you are already using or could quickly adopt: platforms like Twitter, for

example. At the same time, implementing a Social CRM is more diffi cult than it needs

to be because not all of the applications involved work together as smoothly as they

should. Depending on which platforms you (or your IT staff) choose, there will likely

be gaps. It will fall to you to fi ll them.

Table 9.2 shows a sampling of the components that are available, from which

you can assemble an overall solution. As you review the table, note the applications or

solution providers you are working with now. As well, work through the sequential

activities—listening, responding, connecting, and collaborating—and mentally check

off what you have covered versus what you will need to spend more time considering

for inclusion in your overall social business strategy.

P Table 9.2 Social CRM Components

Component Examples Used For What this offers

Alterian SM2, Buzzmetrics, Cymfony,

Google Alerts, Radian6, SAS Institute

Social media analytics Quantifying conversational data; facili-

tation of monitoring and response.

CoTweet, RightNow, Rapleaf, Twitter Listening, Responding Source of conversations that can be moni-

tored and used to drive response program.

BuzzStream, Gist, Rapleaf,

RightNow, SAS Institute

Responding, Connecting Prioritizing influencers and developing

relationships.

BuzzStream, Gist Tapping social profile

data; connecting cus-

tomers to conversations.

Source of information about the indi-

viduals that are influencing others in

your marketplace or supply chain.

Appirio Cloud Connectors,

Faceconnector, Informatica

Connecting with cus-

tomers and stakeholders

Combines social profile data with

existing customer data to improve the

relationship building process.

IBM’s IdeaJam, Lithium Technologies

Social CRM platform Salesforce.com

Ideas

Collaborating,

Generating new ideas

Spurring innovation by working directly

with customers.

Lithium Technologies: Reputation

Engine, CRM Connect, Social Web

Connect

Support, Collaboration

(internal and external)

Identifying key participants in com-

munities; combining social profiles and

conversational data.

The New Know

Author Thornton May argues that analytics is needed by allallall enterprises to be successful. This is enterprises to be successful. This is

most certainly an underlying reality and end objective of a Social CRM program. You’ll want to

read Thornton’s book, The New Know (Wiley and SAS Press, 2009).