Wednesday May 01, 2013
Wednesday Apr 17, 2013
The Value of Enterprise Specific “Social Data” - Social Data within Social Customer Relationship Management (Social CRM)
By Pat Ma on Apr 17, 2013
This is the first in a series of guest posts from Don Springer, VP Product Development for Oracle Social and Pat Ma, Principal Product Marketing Director for CX and CRM on the value of leveraging social data across your enterprise.
Lately, we have been meeting with marketing, sales, services and IT executives at very large Financial Services, Consumer Products, Retail and Technology companies. They have all made significant progress in deploying social customer relationship management (Social CRM) capabilities, but are looking for more automated and powerful ways to socially enable their external customer facing functions. In essence, they want to do more with their Social Data. With enterprise data growth expected to continue at 40% through 2020, driven by consumer generated content, getting value from this data is becoming increasingly and strategically important.
In this post, we’ll cover the basics of first implementing a Social CRM approach, and the value your enterprise specific social data. In a future blog post, we will cover more advanced “next” steps in how to leverage social data within your enterprise’s Big Data Analytics, Business Intelligence and Customer Experience Management deployed applications and systems.
Below is a diagram that highlights a general process for leveraging Social Data as part of an overall Social CRM approach. Think of this as a process that tracks your social efforts across your customers’ life-cycles, starting with listening and point-to-point engagement to more broadcast communications efforts in a repeatable and flexible fashion.
Social CRM Process
1. Listen. The enterprise wants to listen to what people (customers, prospects, and influencers) are saying about their brand on social media channels.
- Your customers are talking about your brand on social media channels. They are posting, tweeting, commenting, sharing, complaining and liking your brand.
- Through Social Listening, the enterprise should figure out what their constituents are saying en mass, analyze sentiment, hear what they like and don’t like about your product, and know if they intend to purchase your product or not.
- Your social listening approach needs to be accurate and filter out the irrelevant “noise”, to get to pure customer signal for analytics and engagement.
2. Engagement (1-on-1) The enterprise wants to engage with relevant social signals to interact with their customers, and determine how those 1-on-1 engagements perform.
- This can be done by asking your customers various questions, responding to their posts and comments, and creating engagement applications like contests and polls.
- Your social engagement should be used to listen and respond to social posts. Social posts should be automatically categorized by your Listen engine and flow from multiple social networks into one “inbox” designed to make managing your community easy and efficient, within your appropriate business function (sales, marketing and support).
3. Content and Apps (within your Enterprise’s Social Assets) The enterprise should leverage the lessons learned from your 1:1 engagements to scale what works within relevant content and apps you create, whether it’s user-generated contests, polls, videos, or other interactive content.
4. Publish (message through your social channels’ communities) The enterprise should continue to build on its learning on all your interactions with your fans and followers to publish and amplify relevant content to multiple social media channels.
- Create great looking landing pages and publish to multiple social networks or embed on any website.
- This should be done specifically within your various channels focused on marketing, sales, service, and commerce.
5. Managed Workflows The enterprise should develop and deploy specific workflows so your assigned business functions (Sales, Marketing, Service and Commerce) are communicating the right message to the right customer at the right place and the right time.
- Social media teams are growing and becoming more global. Why take the risk of someone in your organization publishing off-brand information?
- By using your listening engine to auto-tag customer signals, managed by function appropriate workflows, you can better control your points of communication (1:1, through content, apps and publishing) to improve ROI.
6. Analytics. The enterprise should create a culture that always analyzes your results and metrics to quickly capture lessons learned to establish a continuous improvement process.
- This will enable you to show ROI on all your social media investments, pre, during & post-campaign across your owned & earned media to improve social performance.
- This helps you optimize your efforts over time to get more lift and value from your resource and communications spend.
Once your enterprise has this Social CRM approach in place and functioning, you can take the broader “next” step to amplify your social value through integration into your other core applications, which we’ll cover in a future post.
To whet your appetite, you can socially enable your enterprise by creating a 360o view of your enterprise customers (both content and profile) to support:
- Business analytics across all forms of structured (customer transactional and behavioral data), semi-structured (enterprise text sources that capture your internal customer conversations via chat, email, call center, etc.), and Social CRM unstructured data for:
- Big Data insight discovery – finding insights you did not know existed
- Business Intelligence - developing dynamic, real-time dashboards, reports and alerts for rapid decision-making.
- Customer Experience Management applications already deployed and in use by your enterprise’s Customer Service, Sales and Service/Support functions for near real-time action (customer experience management).
Wednesday Apr 03, 2013
By Christina McKeon on Apr 03, 2013
Thursday Mar 14, 2013
By Pat Ma on Mar 14, 2013
Oracle Social Relationship Management (SRM) is a product that helps you manage and scale your relationship with customers on social media channels. We have recently integrated four best-in-class social relationship management components - social listening, social analytics, social engagement and social publishing - into one unified interface to give you the most complete social relationship management solution on the market.
You can listen to what people are saying about your brand, engage with fans and followers, create content and apps, publish to multiple social channels, manage workflows, and analyze results and get social campaign metrics.
Only Oracle can connect every interaction your customer has with your brand. Our goal is to help you deliver the best customer experience wherever your customer touches your brand – whether it’s on the web, mobile, in-store, contact center, direct sales, and nowadays, this includes social.
Read about the new Oracle Social Relationship Management product here:
• Destination CRM - Oracle Launches Social Relationship Manager
• CIO Australia – Oracle goes after Salesforce.com with Social Relationship Management
For more information or to get a personalized demo of Oracle SRM, please visit oracle.com/social.
Monday Feb 11, 2013
By Christina McKeon on Feb 11, 2013
I awoke this morning
and decided to leave you. I have been thinking about this for a long time and I
am just getting the courage to make the move. Don’t get me wrong. I appreciate
everything that you have done for me up to this moment. I appreciate your
loyalty to our relationship. It’s just that I have found someone else.
Wednesday Jan 30, 2013
Thursday Jan 10, 2013
Wednesday Jan 09, 2013
Tuesday Dec 11, 2012
By Pat Ma on Dec 11, 2012
NBC Sports wanted to engage fans, grow their audience, and give their advertising customers more value. They wanted to use social media to accomplish this.
NBC Sports recognized that sports in inherently social. When you watch a game at the stadium or at home, you’re chatting with the people around you, commenting on plays, and celebrating together after each score. NBC Sports wanted to deliver this same social experience via social media channels.
NBC Sports used Oracle Social Relationship Management (SRM) to create an online sporting community on Facebook. Fans can watch sporting events live on NBC television while participating in fan commentary about the event on Facebook. The online fan community is extremely engaged – much like fans in a sporting stadium would be during a game. NBC Sports also pose sporting questions, provide sporting news, and tie-in special promotions with their advertisers to their fans via Facebook.
Since implementing their social strategy, NBC Sports has seen their fans become more engaged, their television audience grow, and their advertisers happier with new social offerings.
To see how Oracle Social Relationship Management can help create better customer experiences for your company, contact Oracle here.
Watch NBC Sports Video: Mark Lazarus, Chairman, NBC Sports Group, describes how Oracle Cloud’s SRM tools helped the broadcaster engage with their fans on social media channels.
Watch Thomas Kurian Keynote: Thomas Kurian, Executive Vice President of Product Development, Oracle, describes Oracle’s Cloud platform and application strategy, how it is transforming business management, and delivering great customer experiences here.
Wednesday Dec 05, 2012
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