Page 276 - Social Media Marketing

c h a p t e r 9 : ╇ S ocial C R M╇ ■Review of the Main Points

The key points covered in Chapter 9 are summarized below. Review these and develop
your own vision and plan for a Social CRM program.

• Social CRM is less about a new form of CRM than it is a fusion of social tech-
nology—Web 2.0—and the business-centric analytical processes associated
with CRM.

• Social CRM connects external conversations and ideas to internal functions and
personnel who are able to act upon this information to improve the customer or
constituent experience.

Going back to the purchase funnel plus feedback concept that powers social-
media-based marketing, Social CRM is the primary set of technologies that draws this
feedback—measurably—down into the business. It is through CRM that a planned,
replicable program for managing the conversations that occur on the Social Web can
254 be implemented.

Hands-On: Social Business Fundamentals

Review both of the following and apply these to your business or organization as you
create your plan for integrating social technology into your fundamental processes.

1. Review the Sun Microsystems, SAS Institute, and IBM/Lotus products and
associated case studies: While these are all large organizations, the principles
of Social CRM are sufficiently well demonstrated that they can be applied to
almost any business.

2. Review the general toolsets in the tables in this chapter, and take note of the
order in which specific tools or technologies are applied. As with social-media-
based marketing in general, the implementation process begins not with technol-
ogy but rather with business objectives and strategy.

Hands-On: Apply What You’ve Learned

Apply what you’ve learned in this chapter through the following exercises:

1. If you haven’t done so already, look at the social computing policy examples at
the Altimeter site. In addition, visit the sites of firms or organizations like yours
to see what they have done. Imitation—followed with an in-house legal review—
is the sincerest form of … getting there faster!

2. Work with your IT or other applicable department to design a pilot program for
internal collaboration. The exercise will challenge your organization, so choose
a small project and recruit enthusiastic volunteers.

3. After completing the first two exercises, prepare and deliver a presentation to your
colleagues (or customers, if you are a consulting firm or agency) on Social CRM.