Social Intelligence Drives Social CRM
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The document discusses how social intelligence and social collaboration can drive social CRM strategies. It provides examples of how Cisco uses social listening, scoring, and profiling to enhance customer and partner experiences across different parts of the customer journey. This includes identifying issues, engaging influencers, launching new campaigns, and improving customer service. Cisco's social CRM approach aims to integrate social data and insights into existing processes to better target, support, and develop relationships with customers and partners.
Social Intelligence Drives Social CRM
- 1. Social Intelligence Drives Social CRM August 2012 LaSandra Brill, Sr. Manager, Global Social Media © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
- 2. Integration of social Integration of social collaboration into customer & insights into the customer partner interactions. & partner experience. Social Intelligence Social Collaboration © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
- 3. Source: Forrester Tech Marketing Navigator, Q1 2012 *Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
- 4. “ © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
- 5. Build Advocacy Source Ideas and Test Products Resolve Problems Identify Leads Listen and Engage © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
- 6. Social Listening Social Login Social Scoring & Profiling © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
- 7. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
- 8. Identify Emerging Themes Capture Find Fans Industry and Advocates Trends Competitive Discover Insights Product Benefits of Issues Listening Uncover Crisis / Risk Influencers Management Message Product Penetration Development Feedback Sales Leads © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
- 9. (1) Geography Screen: Where are tweets originating (2) Influencer Screen: Top influencers on Twitter talking about Cisco (3-4) Mentions Screens: What is Cisco’s share of voice relative to its competitors in each industry (5-6) Scoreboard Screens: Detailed view of share of voice, trends and sentiment per industry © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
- 10. 1) WW Technical Services Discovers Two 2) Small Business Uncovers Product P1 Issues and BU Resolves Issue and Restores Faith of Partner • P1 issues discovered via Radian6 alerts. • Cisco Partner expresses lack of faith in UC560. • One customer reports total of 17 bugs with Cisco Nexus • SMB actively listening, reach out and uncover product issue. products through various TAC cases. • Product team react quickly, faulty units sent directly to • BU fully engaged and fixes all the reported issues. engineers for examination in order to prevent repeat issues. • Customer pleased with the technical support provided. • Partner appreciates prompt response and resolution. 3) Tandberg Addresses Customer Concerns 4) Cisco Data Center Enters a New Market Over Acquisition and Calm Fears with Unified Computing (UCS) • Customers publicly voice their concerns about the • First step to entering new terrain is listening and learning to acquisition on Tandberg’s Facebook page. what’s being said in the marketplace. • Tandberg team actively monitoring and responds via their • Active listening and strong feedback loops ensure Cisco’s Facebook wall and contacts appropriate sales rep to let language accurately reflects the external realities of them know the customer needs more reassurance. customer conversations. • Team calm fears and avoids any further public escalation • Earns legitimacy by coauthoring content with established of concerns on Facebook. thought leaders inside the community. • The loudest customer has since removed his negative • DC team amplifies customer enthusiasts and preempts comments from the Facebook wall. detractors to improve receptivity to their insights. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
- 11. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
- 12. Social login is a sign-on capability offered by social networking platforms such as Facebook or Twitter in lieu of creating a new login account specifically for that website. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
- 13. *Source: Gigya © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
- 14. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
- 15. Direct Mail Contact Web & Email Center Events Advertising Search Click through Opens Attend Responses Call Registration Register Chat Scoring Engine Contact scores Company scores Interest Indicators © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
- 16. Cisco Social Properties External Social Activity 1. Business Communities 2. Blogs Scoring Engine 3. Support Forums Contact scores Company scores 4. Social Widgets Interest Indicators Social Score 5. Social Login © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
- 17. • Classifies buyers based on social participation • Better targeting on social and digital properties • Identify and nurture influencers within communities • Drive engagement and content creation with different social groups © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
- 18. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
- 19. Social Data Social Listening Social Login Social Rewards © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
- 20. Cisco launches a “Big Data” Cisco invites “Creators” and Attendees Blog about the campaign “Critics” to a closed session event, share videos on • Social listening helps on Big Data YouTube and post updates identify Influencers • Speakers include top to Twitter, Slideshare and • Interests via social login networking engineers, Facebook help identify the right Big Data Experts and • Cisco is positioned as a audience other Big Data users thought leader in Big Data • Scoring helps us identify (LinkedIn) • SCRM tracks mentions the user type • It’s the start of a • Track influencers impact relationship with future on SOV influencers SCRM Enablers: Scoring, Listening and Social Login © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
- 21. Prospect Bob poses a Marta in inside sales is Salesperson (or Partner) Jim question on Quora about alerted to this possible receives the notification after Cisco vs. XYZ opportunity Bob clicked the offer. • Social listening sends • Marta is able to answer • Jim reviews Bob’s SCRM an alert is sent based on his question with a link profile to see his history the keywords back to Cisco • He reaches out to Bob and • Social Login shows that • When Bob clicks the link, closes the sale he is a fan of XYZ he sees an offer to join • Social profiling shows our community where he is a “Joiner” there is a lively discussion of Cisco vs. XYZ SCRM Enablers: Listening, Profiling and Social Login © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
- 22. Our SCRM system enables pro- Cisco customer service rep Kim Kim solves Bob’s problem. active support. is alerted to a negative Bob is thrilled. • Through listening, a tweet sentiment tweet via SCRM. • Bob shows his from Bob who is a high • His case is automatically advocacy towards influencer is identified. He is prioritized for Kim to Cisco by sending a having trouble configuring X respond to. Tweet to his 10,000 product and he has expressed • She pulls up Bob’s profile followers thanking Kim frustration. and sees he is a critic and and Cisco for great • Social scoring & profiling has a high influence score. customer service. allows us to see his user type. SCRM Enablers: Listening, Profiling, Scoring and Alerts © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
- 23. • Social CRM is already happening • Anything social still starts with Listening • Manually test workflow, then automate • Integrate with existing processes & workflows/processes • Lead with your strategy, not with technology http://socialmedia.cisco.com © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
- 24. Thank you.
Editor's Notes
- #4: http://blogs.forrester.com/kim_celestre/12-04-23-your_business_tech_buyers_are_more_social_than_ever - 85% of all business technology buyers engage in some form of social activity while working-92% of B2B technology buyers consider themselves engaging in some form of social media-93% of Americans want brands to have a presence on social media sites (Cone Business in Social Media Study, 2008)-60% of Americans regularly interact with companies on a social media site (Cone Business in Social Media Study, 2008)
- #6: In more detail, deploying social CRM across the enterprise will enable us to:-Listen to conversations our customers are having about us, our competition and the businesses within which we operate. We can engage in those conversations when appropriate. By listening, we can uncover and identify sales leads, such as when a prospect publicly states on a social channel that he is looking for a new networking solution. -Our customer service reps can listen for certain keywords online so that they are alerted when a Cisco customer has a problem, and offer an intelligent answer.-Our product development team can use crowd sourcing to engage our fan base in coming up with new features or products, or beta test with influential Cisco fans.-Our marketing team can partner with known influencers to get the word out about new products, promotions or upcoming events, and we can track and measure progress.
- #8: The firstpillar of social CRM is Marketing. In the time before social media, there were essentially two ways customers could become spokespeople. If they were famous, they could be in your ads, like Bruce Jenner on a box of Wheaties or Michael Jordan making a dunk wearing Nike sneakers. There was also word of mouth. Nancy liked your shampoo and she told two friends. They told two friends, and so on. Today, social media offers a new solution in the middle of those two things: advocacy.
- #9: Gain insights that can impact your business and help shape your social strategyUncover potential threats, legal issues, negative conversations or press
- #12: The firstpillar of social CRM is Marketing. In the time before social media, there were essentially two ways customers could become spokespeople. If they were famous, they could be in your ads, like Bruce Jenner on a box of Wheaties or Michael Jordan making a dunk wearing Nike sneakers. There was also word of mouth. Nancy liked your shampoo and she told two friends. They told two friends, and so on. Today, social media offers a new solution in the middle of those two things: advocacy.
- #14: This is just a partial list of profile information available to Social Login. Some Social Identity Providers, Facebook and LinkedIn for example, provide work information (company, title, tenure, etc), educational information (school, degree, graduation date, etc), and other insight such as networks and groups.
- #15: The firstpillar of social CRM is Marketing. In the time before social media, there were essentially two ways customers could become spokespeople. If they were famous, they could be in your ads, like Bruce Jenner on a box of Wheaties or Michael Jordan making a dunk wearing Nike sneakers. There was also word of mouth. Nancy liked your shampoo and she told two friends. They told two friends, and so on. Today, social media offers a new solution in the middle of those two things: advocacy.
- #19: It is early in the process and I’m sure we will come up with many more scenarios in the work groups today, but I have taken the liberty of working up a handful of high level workflows for potential social CRM scenarios here at Cisco.
- #21: Cisco launches a “Big Data in the Enterprise” campaignSCRM helps identify VIPs and Ambassadors whose companies are Big Data users (e.g. an investment bank or social network game maker)Cisco invites VIPs and Ambassadors to a closed session on Big Data Speakers include top networking engineers, Big Data Experts and other Big Data usersAttendees Blog about the event, share videos on YouTube and post updates to Twitter, Slideshare and FacebookCisco is positioned as a thought leader in Big DataSCRM tracks mentions
- #22: Prospect Bob uses “hot” keywords in a social mediumExamples:Poses a question on Quora or one of our LinkedIn groups about the best networking solutions for a business like hisBlogs that he is unsatisfied with his networking systemAsks his Twitter followers for advice about the latest gen of routersMarta on Cisco’s listening team is alerted to a potential lead by our SCRM systemMarta enters the new information about Bob’s comments into Bob’s profile in SCRM systemSends prospect alert to sales teamSalesperson Jim receives the alert in his email inbox, flagged high priority.Jim quickly reviews Bob’s SCRM profile and sees Bob has purchased X Cisco products, has written Y about networking in his blog and has an influencer score of ZNow educated on the background of the customer, Jim is armed and ready to deliver his pitchHe reaches out to Bob by DM-ing him on Twitter, answering his Quora question or responding in a LinkedIn groupJim moves the conversation offlineCloses the sale
- #23: Here is a brief walk-through of a customer service scenario with social CRM.Our SCRM system is listening for keywords on Twitter. It comes across a negative sentiment related to Cisco: Bob Smith is Tweeting about Cisco again. This time he is having trouble configuring X product and has expressed frustrationThe SCRM creates an alert, which is immediately sent to a dashboard managed by our customer service teamCisco customer service rep Kim takes the “call.”She pulls up Bob’s account on the SCRM system and sees that he is a VIP due to his high influencer scoreShe prioritizes his call above the others in her queue She also sees everything Bob recently bought from Jim, so she is already prepared with potential solutions to his problemShe also sees his blog, Twitter, Facebook, Quora and LinkedIn group posts so is aware of his level of knowledgeKim solves Bob’s problem. Bob is thrilled.Bob sends a Tweet to his 1,000 followers thanking Kim for her help. He also says Cisco’s customer service is “the best”