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JUSTIN SMITH: Mel and I are going to talk about
socializing your brand.
[VIDEO PLAYBACK]
[MUSIC PLAYING]
-I use both Facebook and Twitter.
-Facebook.
-Instagram.
-Facebook.
-I mostly Facebook.
-Probably either Twitter or Foursquare.
-Facebook.
It's real quick and easy, it's on my phone.
-Facebook, probably.
-I like Facebook.
That's probably the one that I'm on the most.
-I use Facebook most.
-I do not use any social networks.
I'm the last person on the planet that doesn't use any.
No Facebook or tweeting or any of the other ones that I don't
know about.
Instagram, I don't know any of them.
I don't know what a hashtag is.
-Yeah, absolutely.
That's my main way of connecting with people.
If I don't already have their number in my phone, that's the
only way to get a hold of people now.
-I do think it's very good for some age groups and some
demographics, not for everybody.
-Well yeah, it beats the hell out of writing letters, you
know what I mean?
-I've used social media to reach out, especially when I
have a negative customer experience.
It's worked for me, like especially even just down
here, with Jimmy Johns.
Or I've tweeted people, like if I order things online, if
things are out of stock, and error messaging isn't great.
And I usually hear back, which is good.
-Apparently people like it.
But I do understand, because in my business I use a little
bit of it, that it's not being used as much as we thought it
would a year ago.
[END VIDEO PLAYBACK]
JUSTIN SMITH: Again, we went out and got a lot of
information and just a lot of interactions with people.
And, like I mentioned earlier, these will be available online
after the show, the whole presentation will.
So we'll get into these because there's some really
great feedback that we got from this.
OK.
So I want to talk for a little bit about social CRM.
Social media is a really great place for individuals to
interact with each other.
I composed a happy birthday message to somebody, or we can
make plans for drinks, and I can send them an invite to a
party that I've got.
I can share my vacation photos.
It's perfect for that because that's what we want to do.
That's how we want to communicate with each other.
But then what happens is brands start
coming into this space.
And it's all just like, buy, buy, buy.
We've got this new product that you just need, or, like,
our service is going to change your life.
And it's not what people want.
That's not the way that people are using these channels.
And we tend to come in there, and we push these
messages out to people.
And it can work a little bit.
That's kind of what we've been doing forever with television
commercials and ads in magazines.
But there are so many opportunities with social
media to use it differently and use it more effectively.
And that's really what social CRM is about.
It's about listening to your customers on social media and
actually giving them valuable information and connecting
with them on a much more personal and
more engaging level.
So we're going to start off.
I want to just go through kind of a hypothetical example but
talk about LinkedIn for a second.
Now, let's just say that you are in the retirement services
sector, so you do some 401(k)s.
And nobody in an operations department is going to come to
your LinkedIn page and post, oh hey, I need a 401(k).
Can you help me pick somebody that'll work well for me?
Or, what should I consider when I'm choosing someone to
provide 401(k)s to my employees?
They're just not going to do that because
who thinks like that?
I'm not going to go seek out a brand and say, help me please
if I'm trying to pick a brand.
But they're having these conversations
in their own circles.
So there might be a group of HR or operations leaders who
are having these conversations on social media, and they're
talking to each other, right?
So using social CRM, we can actually listen to these
conversations and find keywords.
If somebody's having a discussion about 401(k)s in
their own little circle and we sell 401(k)s, let's get out
there and talk to them.
So finding this information, we can actually--
maybe we can post our white paper that we wrote on this
topic, how to pick a 401(k) provider.
Right?
That's why we wrote it is so that people would read it when
they're trying to pick a 401(k) provider.
So it's listening for these conversations and then just
reaching out and helping people make these decisions.
But then from there, we've got all of these followings on
social media.
We're working with Twitter.
We're working with Facebook.
And we're building an audience.
We're building fans.
So let's talk about when we make a post and what we can do
with that and what we can learn from it and how we can
make it better.
So here we've got a made-up brand, Sale-O-Rama, and
they're talking about their winter sale, right?
So they're offering some discounts to some of their
Facebook fans.
So using social CRM, if we have these people, their
social media profiles built into our CRM system, we can
actually start to identify who's
interacting with our posts.
And not just like Facebook user X and so and so on
Twitter, but actual people with their full CRM profiles
built in, so their contact number, when they opened your
latest email, things like that.
And we can start to look at who they are on
social media as well.
So let's start to look at their reach and see who has a
bigger audience.
This girl on the left, she's got a little bit of a LinkedIn
presence and she's on Facebook, but she's not really
out there doing much.
But over on the right, this might be somebody with a small
blog, right?
She's got a pretty big following on YouTube, and so
she's posting all of this information.
And she interacted with your latest posts, right?
So we have somebody who's got a little bit of a following
and she may have shared your post, but we've got this girl
who has a huge following.
She's got a lot of people listening to her, and she's
becoming an advocate for your brand.
So it kind of is media relations and blogger
relations but on a micro level.
So we're looking at these people that don't have 60,000
people listening to them, but 5,000 followers on Twitter
isn't that bad.
So if we can just talk to her a little bit and make her feel
a little bit more like we care, then she becomes even a
bigger advocate for the brand.
Additionally, tying these profiles together with your
social media and your traditional CRM, if she has a
complaint and she's posting about it on Facebook and she
calls your 1-800 number and leaves a message, we don't
need to post back on Facebook and call her back because it
kind of makes us look bad.
It looks like we don't know who she is because we don't.
We don't have that connection there.
But if we are using social CRM, we can actually make that
connection and say, OK, I reached out to her and talked
to her complaint, and we already resolved it.
So let's not cover every single channel that she
complained on.
Let's just make her feel good and, hopefully, that will just
get her talking better about our brand.
So it is a little bit bigger than the marketing channel.
I mean, it is customer relations, but it's really
just about that connectivity of data.
And really, with reaching out to these people, these people
with maybe a bigger audience, more engagement, using social
media that way really then becomes more like word of
mouth where we're actually talking to people.
Maybe it's not a one-on-one conversation like this with
social media, it's a one on 4,060 or
whatever Twitter followers.
But it's still that idea of we give these people a really
good experience, it gets them talking.
Not talking like this but talking on social media, which
can be just as effective.
So social CRM really is just about incorporating social
media in to your CRM so that you can tie these people to
actual profiles and kind of just help to build a little
bit more awareness about them.
So Mel, do you want to come up and teach us
about social economics?
MELANIE EYERMAN: Thanks, Justin.
I'm back.
Hi.
When I saw Bob's question up here about when does CRM
system become so well promoted that it becomes creepy, well,
the whole point of it is really to be able to answer
the questions or the needs of the consumer
at the right time.
So it's more about being helpful--
getting them information that they need when they need it so
they choose your brand.
Again, combating that 25% brand loyalty
stat that we saw earlier.