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.
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.
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.
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.
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.
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: