Page 146 - Social Media Marketing

• 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╇â•S‰ ocial CRM and Decisional Building Blocks

Social CRM Element Applicable Technique Example Platform

Understanding the Customer Social Analytics and Rigorous Alterian SM2, Nielsen |

Point of View Assessment of Conversations Buzzmetrics, Oxyme, Radian6,

SAS Institute, Scout Labs,

124 Sysomos, TNS | Cymfony
Mapping Social Graphs Source Identification and Social BuzzStream, Sysomos, Gephi
c h a p t e r 5 : ╇ S ocial T echnology and B usiness D ecisions╇ ■
Status

Differentiating Control versus Support Communities and Expert Lithium Technologies, Jive

Leadership Identification Software

Commerce Optimization Quantifying and Tracking Ratings Bazaarvoice, SAS Institute, IBM

and Reviews WebSphere

Quantification of Customer Touchpoint Analysis and Create this yourself: See Chapter 6
Touchpoints Prioritization of Business of Social Media Marketing: An Hour

Activities 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