2020 Social Decoding The Social In Social CRM

Decoding the Social
in Social CRM
2020 Social: Because Business is Social

gaurav@2020social.com kaushal@2020social.com
@gauravonomics @ksarda

Decoding Social
Social
We can look at
networking
social technologies
Blogging By Tool through many
Microblogging
lenses.
Photo-sharing
Consumer Video-sharing Product design
generated Sales and
content marketing
Conversations By Core Decoding By Customer
Collaboration Dynamic Social Function support
Community Public relations
Collective Partner relations
intelligence Employee
Business-to- relations
By Type of business
We like to focus on Organiza- Business-to-
the core social tion consumer
dynamics.
Government
Non-profit

Five Core Social Dynamics
Invisible

Collective Intelligence

Ease of Community
Understanding Collaboration

Conversation

Consumer Generated Content
Visible

Easy Ease of Difficult
Implementing

Forrester Social Technographics
 Forrester Social
Technographics
report categorizes
social media
behavior into
seven groups.
 In the US, joiners
are the biggest
group after
spectators.

 Source: Forrester Social Technographics
Report, 2009

Social Media in India
In India, joiners are the
biggest group after
spectators, but the other Brands in India should use
groups are small. communities, social
games and social contests
30.0
to engage with joiners.
26.0
25.0

20.0
16.0
15.0 13.2
9.5
10.0

3.2 4.2
5.0 2.0 2.8 2.0
1.0
-
Social Professional Customer Microblogging Social voting Video sharing Photo sharing Document Blogging Wikis
networking networking review sharing

Joiners + Critics + Conversatio Collectors + Creators +
Creators + Spectators nalists + Spectators Spectators
Critics + Spectators
Collectors +
Conversatio Source: Monthly unique users in millions
from
nalists
http://vizisense.com ; Forrester Social Technographics
Report

Focus on People vs. Content
Most social platforms are
including rich user
profiles, to shift the Instead, content-centric
focus towards people. platforms should build
deep integration with
people-centric platforms.

Focus on Focus on
Content People

Dell Hell
 Viral campaign
against Dell’s
unresponsive
customer service,
started by
journalist Jeff
Jarvis.

Source: http://buzzmachine.com/archives/cat_dell.html
Disclosure: Dell is a 20:20 Media and 2020 Social client.

Social Media Evolution at Dell
1996-97: 2005-06: 2007-08: 2008-09: 2009-10:

Dell Support Dell Hell Ideastorm Digital Dell Outlet
Initiatives
Forum Blogger Employee Nomad on Facebook
Dell outreach Storm Take Your and Twitter
Community Direct2Dell Own Path Social
Forum Dell Go commerce
Green

Involve Dell Reach out Involve Build Use social
Challenges customers in and build consumers communities networks to
support and long-term and of interest trigger sales
product relationships employees in around social
discussions with product and objects
influencers process
innovation

Source: http://slideshare.net/Dell_Inc/blogwell-
cincinnati-april-7-3678335

Consumer Generated Content
Your consumers are
authors, photographers
and filmmakers, all Tap into their
rolled into one. creativity. Ask them to
interpret your brand.

I wrote a
blog post
I love the about it I also
new
designed a
airport!


IX poster

Dell Go Green
 Dell Go Green is a
consumer
generated content
contest where
consumers submit
ideas to redesign,
reuse of recycle
gadgets to make
them go green.

Source: http://dellgogreen.com

Conversations
Your customers,
partners and
employees are talking Listen to them, reach
about you, in public. out to them, engage
them in a two-way
conversation.

Have you
used this Yes! It
phone? rocks!

 

Direct2Dell Blog
 One of the most
celebrated
corporate blogs.
 Posts about
business,
technology and
consumer trends,
corporate social
responsibility and
business unit
announcements.

Source: http://en.community.dell.com/dell-
blogs/b/direct2dell

Dell SMB on Facebook
 Dell’s Small
Business Facebook
page, structured as
a resource for
small businesses to
use social media,
has more than
37,000 fans.

Source: http://www.facebook.com/dellsocialmedia

Dell Outlet on Twitter
 Dell uses Twitter as
a channel to sell
refurbished
computers to
corporate purchase
managers.
 @delloutlet has 1.5
million followers
and has resulted in
sales of more than
$6 million.

Source: http://twitter.com/delloutlet

Collaboration
People can help solve
each others’ problems,
if we help them Create rich profiles
connect. and reputation systems
to encourage people to
help each other.

How do I
fix this Let me tell
problem? you how!

 

Dell Support Community
 User driven
support community
to increase
customer
satisfaction and
drive down support
costs.

Source: http://en.community.dell.com

Community
Communities come
together around a
shared social object: a Build and nurture a
lifestyle, cause or community platform to
interest. host your customers,
partners, employees,
and evangelists.

Here’s what I am
passionate We have so
I’m
about it too! much in
passionate
common!
about!



Dell Digital Nomad
 Community built
around the idea of
being a digital
nomad.
 Targeted at highly
mobile laptop
users.

Source: http://www.digitalnomads.com/

Dell Take Your Own Path
 Community where
users shared
inspiring stories of
entrepreneurship.
 Driven by the Dell
SME team.
 Now replicated
internationally.

Source: http://takeyourownpath.com

Collective Intelligence
Customers, employees
and partners can give Observe their behavior,
you new ideas and ask for their ideas,
insights. recognize and reward
them for their
contribution.

Here’s

!
Here’s how we
It worked!
an can make
Thank you!
idea! it better!



Dell Ideastorm
 User driven
ideation
community to
listen to
customer’s ideas
on product
improvement and
new product
development.

Source: http://ideastorm.com/

Dell Employee Storm
 Internal ideation
platform to enable
Dell’s worldwide
community of
more than 80,000
employees to post
and discuss ideas
on topics ranging
from product
innovation to
company HR
policies.

Source: http://thesocialworkplace.com/featured/1558/

Social Media Context at Dell
Structure Internal Social Community Role of
workflow media policy Agency
policy
Fitting social Developing Developing Developing Assigning
Challenges
media within workflows for guidelines for guidelines for roles to all
the listening, employees to community stakeholders,
organizational resolving and participate on members to including
structure responding social participate on external
platforms social agency
platforms
hosted by
company
Hub and Radian6 All Public Add local or
Dell’s
spoke model Internal employees community domain
Approach Central blogs and empowered policy for know-how
strategy team community to engage, each Manage
with subject Employee but must community content
matter Storm identify calendar and
experts themselves as workflow
NameatDell


Structure & Stakeholders
 All Dell Employees
are encouraged to
blog and tweet
 Employees can
blog/ tweet as a
dell representative
by identifying
themselves as
NameatDell
 Dell official Twitter
accounts clearly
identify the
employees behind
them.

Source: http://dell.com/twitter

Dell Listening & Response Workflow

Source: http://slideshare.net/Dell_Inc/blogwell-
cincinnati-april-7-3678335

Dell Blog Response Checklist

Source: http://www.slideshare.net/Dell_Inc/dell-
outreach-in-the-blogosphere

Dell Social Media Policy
 Dell has a public
social media policy
for its employees

http://www.dell.com/content/topics/global.aspx/policy
/en/policy?c=us&l=en&s=gen&~section=019

Dell Community Policy
 Dell has a public
community policy
for the members of
its community and
support forums.

http://en.community.dell.com/content/TOU.aspx

Six Elements of Social Strategy
Context Community Campaigns Content CRM Channel

Creating the Identifying Creating and Creating and Creating Creating
right context evangelists, managing a managing a referral and specific
in terms of social object campaign campaign rewards tactics for
and calendar, to calendar, to programs online and
objectives,
community attract the retain the supported by offline
metrics, platform. interest of interest of reputation channel and
structures, evangelists on evangelists on and integrating
workflows a regular a regular recommendat them.
and policies. basis. basis. ion systems.

Old 360° Marketing Campaigns
TV
 Step 1: Identify a
brand message that
represents the
brand values
 Step 2: Produce a
TV commercial to Digital Print
communicate the
brand message
 Step 3: Buy ads to
promote the
message across TV Commercial Radio
In-Store
channels
 Step 4: Repeat with
a new TVC with a
different creative
twist on the brand PR & Events Billboards
message
Direct Mail

Old 360° Marketing Campaigns
As TVC-centric
campaigns don’t really The brand starts and
build upon previous ends with zero
campaigns… attention in spite of
high ad spends.

The old role of the
campaign was to
Campaign 1 Campaign 2 Campaign 3 maximize reach and
Attention frequency of the
brand message.

Time

Saatchi & Saatchi: Lovemarks
 Lovemarks are
brands that score
high on both love
and respect
 Three ingredients
of love: mystery,
sensuality and
intimacy

Source: http://lovemarks.com

Seth Godin: Ideavirus
 An ideavirus is an
idea that spreads
on its own, like a
virus.
 Similar to the
“contagious idea”
concept from
Publicis

Source: http://www.sethgodin.com/ideavirus
http://contagious-stuff.com

Jyri Engestrom: Social Object
 People don’t just
connect to each
other. They
connect through a
shared object.
 A social object is
an idea that
connects people.
 Related to
Gaurav’s
concept of
Ideasliver: a social
object that you
can own.

Source: http://zengestrom.com
http://gapingvoid.com

How To Scale Passion?
The BIG question for
organizations in the 21st
century: how to convert Brands can scale the
employees, partners and passion of their evangelists
customers into evangelists? by building and nurturing
(online) communities.

Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion
Select a BIG lifestyle, Build a focused community Build scale by leveraging
interest, or cause. around it. existing social platforms.

New 360° Marketing Campaigns
TV
 Step 1: Identify a
big social object
(lifestyle, interest
or cause) that is
connected with the
brand values
 Step 2: Build an Digital Print
online community
around the social
object
 Step 3: Create a
campaign to
energize evangelists In-Store Community Radio
across channels
 Step 4: Repeat with
a connected
campaign around
the same social PR & Events Billboards
object
Direct Mail

As community-centric
campaigns build upon They add new layers to
the work done in the the community each
previous campaigns… time and grow
attention over time.

Content + Community + CRM

Campaign 3
The new role of the
Campaign 2
campaign is to
recruit evangelists
Campaign 1
Attention into the brand-
hosted community.

Time

Brands need to commit
to a community-centric Brands need to get
strategy for the long content, community
term to benefit. and CRM right to really
connect campaigns.

Content + Community + CRM Campaign To attract
Calendar evangelists
Campaign 3
Content To retain
Campaign 2 Calendar evangelists

Community To grow
Campaign 1
Attention Platform organically

CRM Program To direct
behavior

Time

Pepsi Refresh 360° Marketing
Case Study

Pepsi’s Super Bowl Love Affair
 Pepsi spent $142
million on Super
Bowl ads in the
last decade
 Most Pepsi Super
Bowl ads were full
music videos with
top celebrities
which went viral
with million plus
views on YouTube
 Overall, Pepsi
spends more than
half its marketing
budget on TV

Source: http://youtube.com/watch?v=uRu9HO_tIpw
http://www.youtube.com/watch?v=JHboqbcjGSQ

The Promise of PepsiCo
 In 2009, PepsiCo
committed to the
promise of
“performance with
purpose”:
delivering growth
by investing in a
healthier future
for people and our
planet.

Source: http://pepsico.com, http://pepsico10.com,
http://thepromiseny.com

Pepsi: Moments to Movement
Each of our beverage
brands has a strategy
and marketing
platform that will be
less about (creating) a
moment, more about a
movement.

My primary role
involves thinking about
Frank Cooper, “How do we start Bonin Bough,
Chief Consumer integrating social Global Director of
Engagement Officer, media into the overall Digital and Social
PepsiCo organization?" Media, PepsiCo

Pepsi Refresh Anthem
 In January 2009,
Pepsi launched its
Refresh rebranding
with a ‘Forever
Young’ TVC
featuring Bob
Dylan and
Will.i.am
 Every generation
refreshes the
world. Now it’s
your turn.

Source: http://youtube.com/watch?v=MNVxeBglwxo

Pepsi Refresh Everything
 The earlier version
of the Pepsi
Refresh website
showcased content
and contests that
focused on
refreshing various
aspects of popular
culture.

Source: http://refresheverything.com

Pepsi Refresh Studio
 In September
2009, Pepsi tied up
with Will.i.am to
launch a contest to
create a user-
generated video
and music track of
the single "La La
La" from LMFAO.

Source: http://ultimaterefresh.com
http://pepsi.realitydigital.net

The Pepsi Refresh Project
 In January 2010,
Pepsi launched the
Pepsi Refresh
Project with a
budget of $20m and
an intent to support
ideas that refresh
local communities.
 Based on the Pepsi
Optimism Project
(POP) Survey
findings: Americans
believe that the
best ideas are more
likely to come from
"normal people" as
opposed to public
figures.

Pepsi Refresh: One People TVC
 The One People
TVC for Pepsi
Refresh
aggressively
promoted online.
 However, Pepsi let
go of its Super
Bowl opening ad
position for the
first time in 23
years.

Source: http://youtube.com/watch?v=2fS39FitsoQ

Pepsi Refresh: Game Mechanics
 Up to 1000 ideas
can be submitted
in six categories
each month with
voting in the next
month. Each
month is
effectively a new
campaign.
 32 grants of $5k,
$25k, $50k and
$250k, totaling to
$1.3m each month.
 Leader board for
the most popular
ideas.

Pepsi Refresh: Ambassadors
 Respected thought
leaders from GOOD
act as Refresh
Ambassadors (and
community
managers) in each
category.
 Pepsi also tied up
with GOOD, Global
Giving, Do
Something and City
Years as cause
marketing
partners.


Pepsi Refresh: Blog
 Written by six
category
ambassadors from
Good.
 Blog posts include
a combination of
announcements,
how-to tips, case
studies and
grantee stories to
energize and
educate the
community.


Pepsi Refresh: Showcase
 All funded ideas
are showcased and
their progress
tracked on the
idea blog.


Pepsi Refresh: Virality
 Contestants can
promote their
ideas via updates
on social networks
like Facebook and
Twitter, or via a
widget on their
blog or website.
 The Pepsi Refresh
voting app on
Facebook shows
ideas your friends
support and has
more than 50k
users.


Pepsi Refresh: Brand Website
 The Pepsi brand
website promotes
the Pepsi Refresh
Project along with
other current
brand promotions,
most of which are
thematically
related to the
Pepsi Refresh
Project theme.

Source: http://pepsi.com

Pepsi Refresh: Facebook
 Customized landing
tab on Facebook to
showcase the
highlights of the
project.

Source: http://facebook.com/refresheverything

 Tab to showcase
MTV VJ’s road trip
across America to
meet the Pepsi
Refresh grant
recipients.


 Tab to showcase
Pepsi Refresh
Celebrity
Challenge where
Demi Moore and
Kevin Bacon
promoted their
favorite causes.


Pepsi Refresh: One Goal in Mind
 In the run up to
the FIFA World
Cup, Pepsi Refresh
tied up with the US
soccer team to run
a contest where
three players
promoted their
favorite ideas

Source: http://ussoccer.com/pepsirefresh

Pepsi Refresh: Cherry Goodness
 Pepsi Refresh
contest where
consumers can win
$5000 for
themselves and
$5000 to support
their favorite
charity by finding
one of the 100
specially marked
Pepsi Cherry
products.


Pepsi Refresh: Results
 Added 200k new
Facebook fans in
Super Bowl week.
 Over 500k new
Facebook fans by
end May.
 2m registered
users by end-May.
 5m unique visitors
a month.
 60,000 tweets (175
million Twitter
impressions) by
end-May.


Pepsi Refresh: Canada
 Pepsi is now
starting the Pepsi
refresh Project in
Canada.
 10 grants of $5k,
$25k, $50k and
$250k, totaling to
$200k each month.

Source: http://refresheverything.ca

Six Shifts in 360° Marketing
 One: From TVC-centric Content + Community + CRM
campaign to community-
centric campaign
 Two: From inside-out brand Campaign 3
message to outside-in
social object Campaign 2
 Three: From standalone
campaigns to a series of
campaigns that build upon
Campaign 1
Attention
each other
 Four: From standalone
content pieces to
permission-based content
streams
 Five: From linear ad-
Time
supported growth to viral
organic growth
 Six: From reach and
frequency to participation

 One: From TVC- From
centric campaign
to community-
centric campaign

To

 Two: From inside- From
out brand message
to outside-in social
object

To

 Three: From From
standalone
campaigns to a
series of
campaigns that
build upon each
other

To

 Four: From From
standalone content
pieces to
permission-based
content streams

To

 Five: From linear From
ad-supported
growth to viral
organic growth

To

 Six: From reach From
and frequency to
participation

To

Decoding the Social
in Social CRM

Social CRM Use Cases
Marketing Sales Support Innovation Collaborati
on

Brand Identifying Identifying Identifying Profiles,
Insights tracking leads problems trends and groups and
Research ideas activity
communities streams
Changing Converting Solving Acknowledgi Shared
Response medium or leads problems ng ideas workspaces
message

Viral Referral Suggestion Suggestion Blogs and
Proactive marketing campaigns campaigns campaigns wikis
campaigns

Evangelist Evangelist Self-service Ideation Employee
Crowd- communities communities communities communities and partner
sourcing communities

Adapted from: Altimeter Social CRM Use Cases

The Social & CRM Sides of SCRM
Some players are
approaching Social CRM
from the Social-side, The Social and CRM
others from the CRM-side. approaches are rooted in
different value systems
and might not converge.

1. Social media 2. Community 3. Community 4. CRM
tools with CRM platforms with platforms with solutions with
features CRM connectors CRM core social features

Hootsuite Jive Salesforce MS Dynamics
Radian6 Lithium RightNow Oracle
Buzzstream ENgage Helpstream
Social CRM
Public Private
Many-to-many One-to-one
Emergent Rule-driven

HootSuite
 Provides workflow,
analytics, for
teams to manage
multiple Twitter
accounts and
distribute
messages across
multiple networks.
Other features are
influence rating,
custom URL for
analytics, regional
tracking.

Source: http://hootsuite.com/

CoTweet
 Enable teams to
monitor, manage,
and triage
conversations in
Twitter, analyze
keywords and
trends, assign
updates to team
members and
schedule responses

Source: http://cotweet.com

BuzzStream
 Lightweight
influencer
relations tool
targeted at SMEs
and agencies.
 Keyword tracking,
profiling, contact
management,
workflow
management and
conversation
history.

Source: http://buzzstream.com/social-media

BuzzStream Case Study
 How can a photo
sharing startup
convince
influencers to
write about its
platform?
 Video demo

Source: http://vimeo.com/6163011

Radian6
 Social media
analytics tool
targeted at
agencies and
enterprises.
sentiment,
analytics,
profiling, workflow
management.
 Integration with
Saleforce CRM.
Webtrends and
Omniture web
analytics.
Source: http://radian6.com/integration/social-crm
& http://radian6.com/integration/web-analytics

Radian6 Case Study 1
 How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
 Screenshot 1 of 4:
Tracking
conversations
related to select
keywords in
Radian6.

Source: http://radian6.com/applications/sales-and-lead-
generation/

 How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Syncing contact
record between
Radian6 and
Salesforce.

generation/

 How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Tracking contact
history in
Salesforce.

generation/

 How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Tracking impact on
web traffic with
Webtrends &
Omniture.

generation/

 How can a cable
company manage
customer support
in real time?
Tracking
conversations
related to select
keywords in
Radian6.

Source: http://radian6.com/applications/customer-
service-outreach/

 How can a cable
company manage
customer support
in real time?
Identifying
conversations
related to
potential customer
support problems
in Radian6.

service-outreach/

 How can a cable
company manage
customer support
in real time?
Assigning problems
to customer
support team using
the workflow
features in
Radian6.

service-outreach/

 How can a cable
company manage
customer support
in real time?
Syncing case with
Salesforce CRM and
tracking case
history in
Salesforce.

service-outreach/

Sysomos Heartbeat
 Social media
analytics tool
targeted at
agencies and
enterprises.
sentiment,
analytics,
profiling, workflow
management.
Saleforce CRM.

Source:
http://sysomos.com/products/overview/heartbeat

Alterian SM2
 Social media
analytics tool
targeted at
agencies and
enterprises.
sentiment,
analytics,
profiling, workflow
management.
Alterian Dynamic
Messenger and
Alterian Content
Manager.

Source: http://alterian-social-media.com/Why-
SM2/dynamic-messenger

Lithium
 Full-featured
enterprise social
computing
platform for large
enterprises.
 Deep integration
with Twitter,
Omniture,
Salesforce and
Rightnow.

Source: http://lithium.com/what-we-offer/social-crm-
suite

Lithium
 Blogs, forums,
idea, chat, mobile.
 Reputation system,
tribal knowledge
base, command
center, content
discovery, content
syndication.

Source: http://lithium.com/what-we-offer/social-crm-
suite

Lithium Case Study 1
 How can a gadgets
marketer connect
customer
conversations
across the social
web, ideation
platforms, support
forums and CRM
platforms?

Source: http://youtube.com/watch?v=j1ozGiXSpI0

INgage ELAvate
 Full-featured
enterprise social
computing
platform for large
enterprises and
government
agencies.
 Ideation,
community, public
comment,
marketplace and
mobile solutions.
 Deep analytics and
Microsoft Dynamics
CRM integration.

Source: http://ingagenetworks.com/services-elavate-
enterprise

Jive Market Engagement
 Jive’s social media
monitoring and
response offering,
includes a virtual
war room.
 Integrated with
their full-featured
internal
collaboration and
external
community
platform.

Source: http://jivesoftware.com/solutions/market-
engagement

Jive Case Study 1
 How can a mobile
phone company
connect with its
consumers to
generate ideas for
new products and
features?
 Structured ideation
platform to solicit
and select best
customer ideas.

Source: http://sonyericsson.com/se-dot/

Helpstream
 Community
platform focused
on customer
service.
 Social media
monitoring.
 Ideas, Q&A and
knowledge bases.
Salesforce or
Oracle CRM.

Source: http://www.helpstream.com/site_product/product.html

Attensity
 Complete suite of
customer
experience
applications for
enterprises, driven
by semantic text
analysis.
 Partnerships with
Lithium and
Radian6.

Source: http://attensity.com

RightNow CRM
 Full suite of social
and community
solutions
integrated with
SaaS-based CRM.
 Support,
innovation and
customer
communities.
 Social media
monitoring.

Source: http://rightnow.com/cx-suite-social-
experience.php

Salesforce Service Cloud
 Full suite of social
and community
solutions
integrated with
SaaS-based CRM.
 Community
features like ideas
and answers.
knowledge base
and CRM.
 Deep Twitter
integration.
 Force.com and
Facebook API.
Source: http://salesforce.com/in/crm/customer-service-
support/

Chatter Collaboration Cloud
 Facebook for the
enterprise.
 Members can
create personal
profile, public
groups, monitor
projects and share
content.
Twitter and
Facebook.

Source: http://salesforce.com/in/chatter/apps/

Chatter Collaboration Platform
 APIs for developers
to create new
social applications
connected with
Chatter.

Source: http://salesforce.com/in/chatter/platform/

Salesforce Case Study 1
 How can a coffee
chain collaborate
with its consumers
to co-create new
products and
services?
platform to solicit
and select best
customer ideas.

Source: http://mystarbucksidea.force.com/

 How can a
computer vendor
engage its
customers to get
ideas for new
products and
improvements on
existing products?
platform to solicit
and select best
customer ideas.

Source: http://ideastorm.com

 How can a shoe
manufacturer
involve its
consumers to
create new designs
and products?
platform to solicit
and select best
customer ideas.

Source: http://crocsideas.force.com/

Apirio
 Offers products
and services that
help firms using
the Force.com
platform to
integrate their
communities with
Facebook, Amazon
Web Services and
Google Apps.

Source:
http://appirio.com/products/CloudConnect_facebook.ph
p

Apirio Case Study 1
 Custom Facebook
application
powered by
Salesforce to drive
and measure word-
of-mouth referrals
in a Starbucks
campaign to
encourage
volunteerism.

Source:
http://appirio.com/products/rms/viralmarketing_demo/
viralmarketing_demo.htm

Apirio Case Study 2
 Custom Facebook
application
powered by
Salesforce to use
and measure word-
of-mouth referrals
in a Mark campaign
to encourage
product referrals.

Source: http://apps.facebook.com/meetmark/home.do

SocialCRMTools
 Salesforce
application to
manage contacts
and conversations
on Twitter,
Facebook and
LinkedIn.

Source: http://socialcrmtools.com/

GetSatisfaction
 Off-domain
customer-driven
self-service
platform integrates
with Salesforce.

Source: http://getsatisfaction.com/uses/salesforce

The Experience Ecosystem Toolkit
The toolkit for creating
Salesforce seems to be
a talkworthy
best positioned to offer
experience ecosystem
an end-to-end solution.
is coming together.

The Conversation Feedback Loop

Social Media Social Collaboration Social Commerce Community
Analytics Applications Solutions & CRM Solutions Platforms
Solutions

Listening Sharing Collaborating Converting Energizing
Profiling Connecting Co-creating Supporting Retaining

Radian6 Facebook API SocialText Bazaarvoice Jive
Sysomos OpenSocial API Chatter SF Sales Cloud Lithium
Alterian SM2 Twitter API Accept Ideas RightNow INgage
Buzzstream LinkedIn API SF Service Cloud Helpstream

Talkworthy Experience Ecosystem

Social CRM Solution Components
#6 CAMPAIGNS

4.5 Super-user 5.5 Partner
Profiling Relations

3.5 Mobile
4.4 Workflow 5.4 Influencer
Integration
Management Relations
3.4 OpenSocial 3.6 Analytics
Integration Integration
4.3 Community 5.3 Market
Engagement 3.3 LinkedIn 3.7 CRM Research
Integration Integration
2.3 Groups
4.2 Content 5.2 Sales &
Creation 3.2 Twitter 3.8 Transaction Marketing
2.2 Forums 2.4 Chat
Integration 1.1 Profiles Integration
1.2 Relationships
4.1 Content 3.1 Facebook 1.3 Activity Streams 3.9 Content 5.1 Customer
2.1 Blogs 2.5 Ideas
Moderation Integration 1.4 Reputation System Syndication Support
1.5 Search & Discovery
#4 SERVICES #3 INTEGRATION #1 CORE #2 APPLICATIONS #5 USE CASES

Ask Us How
2020social.com | contact@2020social.com| @2020social

gaurav@2020social.com kaushal@2020social.com
@gauravonomics @ksarda

2020 Social Decoding The Social In Social CRM

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2020 Social Decoding The Social In Social CRM