SOCIAL CRM : L AYING TH E FOU N DATION

PREPARING FOREFFECTIVE SOCIAL CRMTHROUGH REPUTATION MANAGEMENTOver the past decade, marketers learned to embrace platforms such as Facebook, Twitter and Instagram as a way to deepen relationships with existing consumers and attract new “fans.” The platforms provided an easy way for brands to drive engagement simply by uploading entertaining content that could create positive experiences and, hopefully, yield a return on their social media investment.

What started out as platform experimentation, however, has now evolved into a serious strategic investment that requires careful and effective Customer Relationship Management (CRM). While brands have, for the most part, committed themselves to building a regular, entertaining presence on a variety of social platforms, they have occasionally done so without giving proper consideration to either their overarching brand needs or their existing reputation on the respective platforms.

REPUTATION MANAGEMENT

Reputation management is neither new nor unique to brands. These days, for instance, even when people meet each other for the first time, it is likely that each has done a little pre-meet digging, whether by asking mutual friends or even by performing an online search.

Likewise, consumers investigate brands by exploring information on whatever platform is available - whether search engines, merchant sites,

or social media conversations.

OF CONSUMERS’ PERCEPTIONS ABOUT

COMPANIES ARE INFLUENCED BY

WHAT PEOPLE SAY

Considering that consumers are researching brands so

thoroughly on social media platforms, it would make sense

that, before diving into new social media initiatives, brands

and their agency partners would first address potentially negative

reputation issues that lurk on third-party sites, optimize

content for search, and identify gaps and opportunities.

83%

Weber Shandwick, “The Company Behind the Brand: In Reputation We Trust”, January 2012

1 2 3Build a positive

social foundation for the brand.

Carefully create a brand’s

social identity.

Optimize social experiences through

a disciplined test and learn approach.

We recommend a tiered approach to managing social reputation as a prerequisite for effective social CRM. Each stage has its own unique KPIs that signal readiness to move on to the next stage.

STAGE BUILDING A FOUNDATION

CREATING A SOCIAL

IDENTITY

OPTIMIZING SOCIAL

EXPERIENCES

OVERARCHING CORE TASKS

Reputation management Optimization of cross- channel experience

Ensuring context Drawing the right attention

Implementing tracking and measurement plans”, “Regular review of results and application of learnings

KPI’S PRECEDING

NEXT STAGE

Ratio of positive reviews to Negative Minimum rating level Zero unaddressed mentions requiring action/make-good

Volume of content targets Volume of contextually correct conversations/ reviews Early testing results (likes/ comments/shares)

Growth to follower bases Levels of participation in conversations Brand-awareness measures and intent-to-purchase indicators

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STAGE 1:BUILDING A FOUNDATION FOR A SOCIAL CRM STRATEGY

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A brand’s online influence will almost always pale in comparison to the effects that consumer reviews can have on eventual purchase decisions. So brands need to monitor and address how they are being discussed online. Fortunately, with adequate resources, a brand can optimize just about any user experience within its ecosystem.

A complete assessment of the brand’s offline and digital ecosystem should include:

A full audit of owned and social properties

Measuring reputation across all channels

Researching the overall category

Auditing social content and owned properties helps to identify areas of vulnerability that may contribute to a tarnished reputation.

Attempt to divert user journeys away from

negative commentary on third-party sites

Change the conversation

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There are two courses of action that brands can take to mitigate the impact that negative online conversations can

have on their overall reputation:

Ultimately, the two approaches are akin to

either bailing water from a constantly leaking boat or actually spending the

time to fix the leak.

There are some solutions available that allow brands to aggregate positive reviews to any owned property.

Alternatively, brands have moved towards SEO solutions that involve testimonial pages in the hopes

that they will outrank larger review aggregators. Whether to work towards a solution in house or enlist

the help of one of many online reputation management firms (ORMs) is usually a question of scale. When

hiring a third party, be sure to research carefully. Rapid growth in this category has led to an abundance of

new and inexperienced players.

DIVERTING USER JOURNEYS

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CHANGING THE CONVERSATIONThis approach requires commitment and a longer-term investment, but if paired with a strong social content strategy, it can help reverse negative reputations and allow brands to re-shape their identities.

eMarketer, February 2010

Consumers reviews are trusted 12x more than descriptions that come

from manufacturers

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Simply trying to delete negative user content may alienate and antagonize not only the individual consumer, but the broader audience as well. But apologizing - or offering corrective experiences - to consumers who have left negative reviews or comments in a positive, personalized way may surprise consumers, change their opinions of the brand, and potentially spur them to share the new positive experience with their networks.

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Replying with a personalized message, or even sending a

small gift of appreciation, can go a long way to ensuring

that they become, and remain, brand advocates for

life. Brands can also help change the conversation by encouraging and promoting

positive reviews.

A FEW BEST PRACTICES INCLUDE:

Featuring positive reviews/testimonials on owned properties

Offering positive experiences in order to organically develop brand advocates

Leveraging panel-based solutions like BzzAgent to help drive high volumes ofpositive reviews

Using targeted outreach programs to help shape specific desired positive conversations.

After taking these initial steps - and before moving on to Stage 2 - evaluate the ratio of positive to negative conversations (including reviews), as well as the number of issues still requiring action.

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STAGE 2:CREATING A SOCIAL IDENTITY1 2

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After having effectively established a clean slate in Stage 1, Stage 2 should be devoted to minimizing future negative conversations by creating a high volume of quality, positive conversations around or about the brand.

This includes defining topics about which a brand has the right to speak. +

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Marketers may feel limited by their categories - and are sometimes at a loss when developing their content strategy - but identifying relevant audiences and contexts can help ensure that consumers have realistic expectations of the brand and, therefore, positive future experiences.

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If, for instance a children’s toy brand is marketing a remote-controlled helicopter, it is crucial that the brand contributes its voice only on sites for which the audience is interested in recreational toys.

If the toy brand begins participating on sites aimed at serious remote-controlled hobbyists, it risks misleading those consumers about the nature of the product and potentially laying the groundwork for negative reviews, beginning the CRM cycle in Stage 1 all over again. It is the brand’s responsibility to ensure that its products are being represented accurately across all channels.

Food brands often face scrutiny on social media, whether from animal rights groups or health companies. CPG companies in the juice business, in particular, face criticism and increasing questions surrounding the health benefits of fruit juices.

However, these brands can help minimize negative conversations by remaining laser-focused on who their audience really is, and what their audience appreciates about their product. In doing so, they can avoid inciting negative conversations and instead spark positive conversations about how consumers can best enjoy their products.

Mapping out the breadth of topics – and identifying the brand’s authority within each - is essential to creating a content strategy that puts the brand in the right context for the right audiences.

This detailed planning leads to engaging, credible content development that both draws the right attention and encourages positive conversations.

STAGE 3:OPTIMIZING SOCIAL EXPERIENCES1 2

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With a solid foundation and a defined social identity, the brand is now ready to actively participate in social conversations. This is both an art and a science. The creative execution is the art, but equally as important is the scientific data that can help optimize the topics, timing, and content shared on social media.

This data is what allows brands to create models of the value of things like “Likes,” “Fans,” and “Followers.”

BEST IN CLASS MARKETERS FOLLOW A DISCIPLINED OPTIMIZATION PROCESS

FOR THE MAJORITY OF THEIR SOCIAL POSTS.

Determine what single aspect, or variable, to test.

This can include the content, target

audience, channel or timing.

Define objectives and identify KPI’s to measure these

variables. These can include the percentage

of new visitors engaging with content, the social sharing rates, the completion rates of videos and slideshows, and the percentage of visitors proceeding to

e commerce pages.

Analyze results and implement

adjustments.

Confirm correlation, always being

mindful that other factors or campaigns

that can impact results.

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BEST IN CLASS MARKETERS FOLLOW A DISCIPLINED OPTIMIZATION PROCESS

FOR THE MAJORITY OF THEIR SOCIAL POSTS.

Determine what single aspect, or variable, to test.

This can include the content, target

audience, channel or timing.

Define objectives and identify KPI’s to measure these

variables. These can include the percentage

of new visitors engaging with content, the social sharing rates, the completion rates of videos and slideshows, and the percentage of visitors proceeding to

e commerce pages.

Analyze results and implement

adjustments.

Confirm correlation, always being

mindful that other factors or campaigns

that can impact results.

1 2 43

BEST IN CLASS MARKETERS FOLLOW A DISCIPLINED OPTIMIZATION PROCESS

FOR THE MAJORITY OF THEIR SOCIAL POSTS.

Determine what single aspect, or variable, to test.

This can include the content, target

audience, channel or timing.

Define objectives and identify KPI’s to measure these

variables. These can include the percentage

of new visitors engaging with content, the social sharing rates, the completion rates of videos and slideshows, and the percentage of visitors proceeding to

e commerce pages.

Analyze results and implement

adjustments.

Confirm correlation, always being

mindful that other factors or campaigns

that can impact results.

1 2 43

BEST IN CLASS MARKETERS FOLLOW A DISCIPLINED OPTIMIZATION PROCESS

FOR THE MAJORITY OF THEIR SOCIAL POSTS.

Determine what single aspect, or variable, to test.

This can include the content, target

audience, channel or timing.

Define objectives and identify KPI’s to measure these

variables. These can include the percentage

of new visitors engaging with content, the social sharing rates, the completion rates of videos and slideshows, and the percentage of visitors proceeding to

e commerce pages.

Analyze results and implement

adjustments.

Confirm correlation, always being

mindful that other factors or campaigns

that can impact results.

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KEY TAKEAWAYS

Drawing attention to a brand through promotional activity without addressing unresolved negative issues online may aggravate an already unimpressed audience and prompt them to speak out negatively. As thoughtfully crafted as a brand’s content, promotion or experience may be, what other people say about the brand will supersede what the brand says about itself.

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Ensuring an initial foundation of positive, fair posts and reviews

across social platforms.

Creating a social identity with this positive

foundation as a base.

Delivering social experiences and

content to build on this identity,

leveraging key metrics to continually optimize.

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Following this three-tiered approach will help set the stage for successful social CRM.

CONSIDERATIONS SOURCE IMPLICATIONS Needs Assessment

Current Investments

Social Platform Reach/Performance

Customer Service

Marketing

Owned

Facebook Insights

Volume of Customer Service Calls 1-800

Promotions/Contests

Twitter Followers

Facebook Metrics

Analytics

Marketing

Community Manager

Owned

Visits to FAQs on Website

Custom Content Investment

Daily Tweets

Pinterest Followers

Analytics/Customer Service

Marketing

Twitter Insights

Community Manager

Volume of Email to Customer Service

Influencer Outreach Investment

Twitter Metrics

Frequency of Pins

Social Listening Tools

Owned

Web Analytics

Volume of Mentions

Facebook Fans

Search Engine Optimization Performance

Verbatims

Community Manager

YouTube Insights YouTube Insights

Ratio of Sentiment

Daily Posts

YouTube Content Volume YouTube Metrics

Volume of issues across touch points

Initial NPS-type scoring

Pain/Passion point mapping

Content Investment - ratio analysis of content investment to needs assessment

Assessment of reach potential (Social CRM database)

Organization of communication - cadence and frequency

Consumer Response - a barometer on social status

Content Gaps and Opportunities

GETTING STARTED: A CONSIDERATIONS CHECKLIST