Page 260 - Social Media Marketing

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 Programchapter 9: SOCIAL CRM ■

Implementing Social CRM is both easier and more difficult than it might seem at first.
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 difficult 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
238 be gaps. It will fall to you to fill 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 Used For What this offers
Social media analytics
Component Examples Quantifying conversational data; facili-
Alterian SM2, Buzzmetrics, Cymfony, Listening, Responding tation of monitoring and response.
Google Alerts, Radian6, SAS Institute Source of conversations that can be moni-
CoTweet, RightNow, Rapleaf, Twitter Responding, Connecting tored and used to drive response program.
Prioritizing influencers and developing
BuzzStream, Gist, Rapleaf, Tapping social profile relationships.
RightNow, SAS Institute data; connecting cus- Source of information about the indi-
BuzzStream, Gist tomers to conversations. viduals that are influencing others in
Connecting with cus- your marketplace or supply chain.
Appirio Cloud Connectors, tomers and stakeholders Combines social profile data with
Faceconnector, Informatica existing customer data to improve the
Collaborating, relationship building process.
IBM’s IdeaJam, Lithium Technologies Generating new ideas Spurring innovation by working directly
Social CRM platform Salesforce.com with customers.
Ideas Support, Collaboration
Lithium Technologies: Reputation (internal and external) Identifying key participants in com-
Engine, CRM Connect, Social Web munities; combining social profiles and
Connect conversational data.