Page 270 - Social Media Marketing

chapter 9: SOCIAL CRM ■earlier rather than later: If your organization is driven by numbers, you’ll need lots of
numbers. If not, then maybe you can do with less. On this note, remember too the rea-
soning behind involving a wide range of people within your organization: By doing so,
you’ll be exposed to the ways in which each evaluates performance. As a result, you’ll
know how to structure your KPIs or financial ROI objectives and measures.

SAS Institute: Social Media Analytics

Launched at the SAS Global Forum in 2010, SAS Institute’s Social Media Analytics toolset inte-
grates with SAS’ CRM and business intelligence components to create an end-to-end analytics
tool that ties social analytics to business decision processes.

http://www.sas.com/

248 In the end, the key is to build a set of stakeholders into your Social CRM pro-
gram early, along with a defensible set of metrics that put your plan on the same evalu-
ative basis as any other capital program inside your organization. By doing this, not
only do you increase your likelihood of gaining approval for your plan, you increase
your probability of success outright. Most organizations run on numbers for a reason,
and including the necessary measures and a range of people from across the organiza-
tion means you’ll all know when you’re heading toward success, and that everyone gets
a share of the credit when you get there.

Enterprise 2.0 and Internal Collaboration

It might surprise you to find a discussion around what is often referred to as
“Enterprise 2.0” in a social media marketing book, but it fits here. If you don’t know
what Enterprise 2.0 is, don’t worry—you don’t need to understand it in depth to see
how it fits with social media and Social CRM. In fact, the same basic technology that
powers Social CRM—the communities and social networks that people frequent—also
powers Enterprise 2.0. Enterprise 2.0, simply put, conveys the idea of a socially con-
nected organization in which employees collaborate, facilitated through the formal
adoption of Web 2.0 technologies, inside the organization, in an analogous way to
what is happening through Web 2.0 outside the organization.

Enterprise 2.0 is the analogy to consumers’ (or anyone’s) collective use of social
media and social technologies, applied to the collaborative and shared tasks and
processes within a firm or organization. In the same way that a family considering a
vacation may use a travel blog and the associated comments on an online travel com-
munity or relevant ratings and reviews to plan a trip, employees in an organization or
the staff members of an advocacy group might use an internal blog, support forum, or