za social: how brands can enhance crm using social apps
27th january 2011    
what is social crm ?
  social crm  
“social crm represent the continuing journey by organizations to deliver the right customer experience at the right time.it is fundamentally about how to and where to reengage with customers.”
-from jeremiah owyang’s webinar on scrm
  social crm process  community  facebook  twitter  linkedin  online conversations  blogs  news  mssg forums  phone calls  emails  feedback forms  compaints  listening tools  crm  profiles  workflows  interactions  transactions  social influence  history  business communication    using social apps for enhancing crm    social crm tools spectrum  crm (database driven,   one-to-one, private)  social(conversational,   many-to-many, engaging)  high  high  low  low  buzz visualization   curation enabled support forum  integrated social hubs  social apps built on sales force crm platform  crm integrated listening tools  crm integrated support forums  contact profiling   support forums  recommendation engine  customer service software  tools for customer acquisition  ols for customer retention  
-s tend to be oriented towards conversation or a particular crm process
  social crm use cases  
-scrm tools used by brands seem to be aligned to at least one of alimeter’s use cases
  social apps for customer acquisition    rapportive gmail extension  use case: social lead generation  scrm tool: contact profiling   
usage: shows social profiles of user’s gmail contacts along with latest conversations
impact: helps profile contacts and understand them better
  gatorade conversations visualization   use case: social marketing insights  scrm tool: buzz visualization   
usage: helps understand relevant market buzz through a friendly user interface
impact: improves response processes and influences customer engagement strategies
  target product recommendation app  use case: social sales insights  scrm tool: recommendation engine   
usage: recommends customized deals depending upon user’s interest in other deals
impact: improved product selection for consumer
  kingfisher social hub application  use case: rapid social marketing response  scrm tool: integrated social hub  
usage: shows user activity at all social hubs at one location
impact: deep insight into consumer behavior.recognition of influencers/ evangelists
  mark’s referral fb app  use case: social campaign tracking  
scrm tool: social app built on salesforce crm platform
usage: maps users social graph to generate referrals
impact: campaign promotion and measurement of word-of-mouth referrals.increased knowledge database of potential customers
  dell radian 6 orce integration  use case: rapid social marketing response   l  
usage: allows integration of relevant buzz and profiles with crm database
  social apps for customer retention    vodafone discussion app   use case: peer-to-peer unpaid armies  scrm tool: support forum      (이하 생략)