sugarcon 2013: working socially, thinking globally: global considerations for crm strategy

Working Socially, Thinking Globally: Global Considerations for CRM Strategy

Jesús Hoyos @jesus_hoyos

www.jesushoyos.com www.about.me/jesushoyos

#SugarCon

Agenda

•  The Global Aspects of a sCRM Strategy •  My TV is not working •  My Sunroof has a water leak •  Got Mofongo? •  5 Steps to Gain Insights and improve your

sCRM Strategy •  Resources

The Global Aspects of a sCRM Strategy

•  It is not B2B or B2C – it is about the Person •  Conversations tells us a lot

–  Locations, social graph, connections, tribes, tribal knowledge •  Reach is global and local •  Content is global and local •  It is not just Twitter and Facebook – we need more than 140

characters (forums) •  It is about metrics, influencers & segments (long tail) •  Google or Bing Translate

•  Is your CRM ready for the global aspect of social media? –  Address formats, name conventions, workflow, filters, integration, business units,

prospects, social marketing, etc.

The Global Impact

Messi vs Maradona (in México, not in Argentina, but content in USA)

Global Ecosystem

Convert Conversations in Transactions Workflow, business rules, integration First Filter Conversations Mentions y Questions Second Filter Ideas Problems Knowledge Management Third Filter Social Media Agents Fourth Filter Call Center & CRM Agents Internal Business

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My TV is not working (customer experience)

http://www.youtube.com/watch?v=quk9u7NoVbw

Buying the TV at BestBuy vs. Brandsmart Sony vs. Samsung (personal recommendation) Free Cable Service for Six Months (please hold) TV Problem (expired warranty, buy a renewal) Call Center and a possible divorce Field Service (we will be there between 8am and 5pm)

Key points

•  No marketing automation •  No call center integration •  No community •  Opportunity for call deflection, more than

25,000 views •  Content in USA, Spain, UK and Argentina

My Sunroof has a water leak (customer support)

http://www.youtube.com/watch?v=ud-ny29vBlI

Dealer – to clean and fix the problem - $600.00 At the Dealer with their own Wi-Fi connection found more than 895 million mentions - jeep sunroof water leaking – mostly forums and videos It takes 5 minutes per door to fix the problem But you need to be a Certified Mechanic to fix it.

Key points

•  No dealer integration •  No digital culture •  Product oriented •  No community •  Opportunity for call deflection, more than

399 views •  Content in USA (worldwide views)

Got Mofongo? (marketing)

Kraft.com

http://www.cafepress.com/mf/12983471/got-mofongo-blk-tee_tshirt

Cafepress

Key points

•  eCommerce •  Bilingual •  Multi-Channel •  Call Center & CRM •  Global Reach •  Segmentation •  Community & Tribes •  Long Tail

5 Steps to Gain Insights and improve your sCRM Strategy Analysis & Monitoring, beyond sentiment analysis

1.  Metrics 2.  Influencers 3.  Segments & Habits 4.  Social Graph 5.  Use Cases

Step 1 – Identify your metrics

•  Establish your benchmark with the industry and competition – By Brand – By CxO – By Region – By Country – By Language

Key Metrics Share of Voice Share of Conversation Videos Views Forum threads Twitter Reach Page Views Number of Comments

Step 2 – Find influencer

•  Identify and classify your influencers – By Brand – By Region – By Country – By Language – By Conversation Topics – By Trending Topics – Yes, you can use Klout or Kred, but come up

with your influencer formula (include CRM, Internet and Site data)

Step 3 – Segments and Habits

•  Look for conversations beyond your brand, the competition or industry – Sales – Marketing – Customer Service – Life Style – Habits – Likes and Hobbies – Engagement

Step 4 – Social Graph

•  Understand who is having the conversations – Location – Gender & Age – Social Profile (use FullContact, Fliptop) – Twitter insights – Sentiment – Reach & Volume – Categorization – Differed Metrics and Data

Step 5 – Use Cases •  Based on the insights (Steps 1 to 4) create

and validate your sCRM uses cases –  Global impact – region or language –  Local impact – reach and volume –  Use Cases for:

•  Customer Service •  Sales •  Marketing •  Crisis Management & PR •  Community Management •  Agency or Call Center (hybrid model) •  CRM Integration

Resources •  10 Steps to integrate Social Media and CRM

–  http://www.slideshare.net/jesus_hoyos/10-steps-to-integrate-crm-and-social-media

•  SCRM Ecosystem Whitepaper for SugarCRM (Spanish)

–  http://www.sugarcrm.com/la/whitepaper/el-ecosistema-del-crm-social

•  Managing International Projects –  http://www.slideshare.net/jesus_hoyos/managing-international-crm-projects

•  CRM for Hispanics and Latin America –  http://www.slideshare.net/jesus_hoyos/using-crm-for-the-hispanic-and-latin-american-

markets

Thank You

Jesús Hoyos - @jesus_hoyos www.jesushoyos.com