Category: Social CRM

Create Interactive Social Media Posts using Oracle Social Cloud

Right contents in your social media fan pages, create a big impact in engaging your targeted audience. Though creating highly engaging contents is an art by itself, having right tools to build them is another major challenge / limitation to most of the Organizations.

In the last post on Oracle Social Cloud we discussed about how Oracle Social Cloud would help you to cut through the noise and hear what you like to hear that are of your interests like your brands, products, services, competition etc.. In this post I like to highlight some of the exciting features in Oracle Social Cloud that enables you to create highly engaging contents that can be published in your Organization Facebook page in a matter of few minutes ….

In its simplest form Oracle Social Cloud makes it possible to create interactive contents and publish in Facebook using “Views” section. The views module is supported by a WYSIWYG editor with rich controls to plug in various elements that would help you to build a highly engaging Social media content. The controls are grouped under five modules as Basic, Interactive, Feeds, Forms and Custom. The summary of various controls available under these buckets are presented in the below screenshot.

Oracle Social Cloud Controls

As you see above the kind of controls that you have under various buckets is quiet rich and one or more controls can be used to build an interactive post by simple drag and drop of this Control to the editor.

Let us dig into the usage of Controls with a very simple example. Assume you would like to run a Coupon Campaign where you want to collect user persona details of your Organization’s interest in exchange for a coupon that they can reimburse in a prominent e-commerce website.

You can do in simple 3 easy steps.

Step 1, drag the form module from “Basic” section in the editor

Oracler Social Cloud Basic editor

Step 2, expand the controls section to edit the control. As a first step build a form using WYSIWYG editor collecting user persona details of your interest. As you see below you have the flexibility to capture any kind of information using custom fields that are available in the form editor

Building a form using WYSIWYG editor

Step 3, go to the images section to add an image that appears before the form is presented, here a simple compelling image which displays the intended message of “Click here for $10 coupon” and an image that says a “Thank you message” on user submitting the form is used.

Oracle Social Cloud image Section

That is that you have to do to create this campaign. Use the Preview button to view how it appears and publish it in your Facebook account. All form data submitted by users can be downloaded later from the same control in form of a simple CSV …

coupon_4

In summary I believe having a right tool like Oracle Social Cloud to manage your social campaigns enables your marketing team to quickly create interactive highly engaging campaigns that would make a significant difference to your ROI in Social Marketing.

Venkatesan Sundaram
Senior Director, CRMIT

Originally Published on Venky’s Blog

Social CRM Systems and their Benefits to a Business

Social CRM is the latest update in the Customer management Industry. With the sudden growth in social media platform, it’s through social CRM that you can connect in a more personal level with your consumers and track their daily activities. Nowadays, you will find a number of software systems that are ready to help you with social CRM technology. Let’s not waste another minute in chit chat and start exploring the following points that will help you in understanding their work methods and how you can achieve effective results with the system –

Social CRM
Social CRM helps you to Connect with Consumers on Social Media Platform

Features

Do you really wish to make a difference with your social CRM techniques? Then it is essential that you buy software systems that help you to employ an equipped CRM method technique. With these software systems you will be able to collaborate efficiently with others who belong to the other side of the mark of formal authority. This will significantly help you to accomplish your goals in a definite period of time.

Now, with social CRM, you can also follow people, their status updates and even share your views with them. With every post that you update, you can even attach a CRM linked file. With social CRM, you will be able to maintain customer interactions and engagements with transactions and operations being a byproduct. The system is also enabled with active tool management that makes it really simple to connect with your consumers through comments, file sharing and links.

You can even improve your company products through social online forums, where consumers will disclose their views and regards about the products and how you can improve them to attain better customer relationships. Most of these software systems are created with web technology 2.0 as base framework. It is chiefly information sharing stand point where consumers and sellers get to know each other in a more personal level.

Benefits

These software solutions are great problem solvers. You can use them to assist you in both cross and up sells. They help you to build a strong customer bond and improve the productivity of the business. You also get to establish a number of social profiles and groups through the means of automated centric processes.

The platform is secure which makes it absolutely safe for your organization to share information with other potential members of your company. You also get to create system feeds of records that are closely followed by users.

Conclusion

Social CRM systems help you to find and import leads. You get to measure the amount of money spend on marketing. You also get to scrutinize the effect of every single marketing program. Apart from these, you get to capture the contact information and important sale news. You can also recognize the sale prospects through the means of advanced search options. I hope that the article provides you with enough knowledge of Social CRM and how they work to help you in building customer relationships.

Author’s Bio: Alisa Martin is a profound writer and is popular for her authenticate writings. She mainly writes about business advertisement such as “Social Media marketing is one of the most proficient ways of online marketing(http://completeseoservice.com/)” and several other topics.

RightNow CX integration for Twitter

RightNow CX integration for Twitter
RightNow CX integration for Twitter

RightNow CX integration for Twitter is an extension to Oracle RightNow Social Experience capabilities and enables the RightNow platform to instantly generate and distribute pre scripted response to queries / feedbacks posted by customers and consumers via Twitter.

Oracle RightNow Social Experience is part of the market – leading Oracle RightNow CX Cloud Service, which offers an integrated approach to customer experience. Oracle RightNow Social Experience enables brands to harness consumer influence and passion in service of the brand. From social media monitoring to branded online communities to a full-service Facebook experience, it is designed to extend experience to the places where consumers are learning, sharing, and buying across the social web. The RightNow CX makes it easy for agents to monitor and engage in relevant customer conversations as they emerge on Twitter, YouTube, RSS-enabled sites, Facebook fan pages, and your own community.

The CRM++ RightNow integration for Twitter includes a batch program to accumulate, scan and read tweets posted by consumers and customers for relevant keywords, compare and map it with RightNow knowledge base data, generate and distribute an appropriate response to the queries / feedbacks. The tweet response, includes, a solution URL that customer can navigate to, and re-tweet or reply for more information.

Tweets that fail to find an appropriate mapping or response within the RightNow Knowledge are tweeted back with a tweets a reference to a web form that can create an incident. Service agents can prioritize on responding to these incidents based on their SLA’s.

The Twitter integration for RightNow CX helps make it easy for agents to monitor, minimize their manual response and engage in relevant customer conversations as they emerge on Twitter. The solution helps build a thriving peer-to-peer support community empowering customers to help themselves, each other, and your organization.

The integrated solution helps companies to manage and maximize the customer experience through potential Twitter touch points. By aligning customer data from Twitter sources through RightNow CX, companies can assure that agents have the most accurate, up-to-date information to streamline the customer interaction process and improve the overall experience and results.

Customer experience is a set of perception; a customer has with a company throughout the buying and owning interactions. Positive Customer Experience (CX)s enable businesses to attract more, retain more, sell more, sell for more, and do more.

Oracle SRM

Oracle recently released a wonderful video on SRM : Social Relationship Management, and what their vision is, in terms of a “Social Enabled Enterprise”. This 30 minutes video is recommended to anyone interested in these topics:

http://www.oracle.com/us/corporate/events/srm/index.html

To help you further, CRMIT has made Notes from this session, which you can access in full size here : http://blog.crmit.com/wp-content/uploads/2012/09/Oracle-Vision-Social-Enabled-Enterprise-1024×557.png

Guest Post : Social CRM and Firm Performance

Organisations are increasingly recognising that their customers are among their most important assets.  Hence we have seen an increase in CRM across many industries.

However, due to advances in technology and the Internet, CRM has transformed into a two-way, interactive and Internet based customer service.  Because of the emergence of Web 2.0 customers are given more opportunities to network and connect straight to the organisation and with each other.  Due to revolutionary ways individuals now communicate over social media, Social CRM has been introduced.

At the time it came for me to write my dissertation I observed that very little empirical research had been done in the area of Social CRM and its affect on firm performance.  Therefore, my research aimed to investigate if companies can expect Social CRM to increase firm performance.  An online questionnaire was distributed to CEOs and managers of organisations who used social media from a range of different industries.  The questionnaire sought to measure if the company had established Social CRM in their organisation and how they use Social CRM techniques.  Participants were then asked to rate how Social CRM had affected their company’s firm performance.  Organisational performance was measured in financial terms and also by indirect measures; capability for innovation, business process efficiency and customer perceptions.

It was found that Social CRM had a positive impact on customer perceptions and contributed towards increased efficiency in business processes.  This study stresses that there is an indirect relationship between Social CRM and firm performance that may not necessarily translate straight away into financial terms.  Therefore, when a company adopts Social CRM they should not quickly dismiss it if there is not an instant return on investment.  Social CRM is about building relationships which has implications for long term financial performance.

Somewhat surprisingly, this study found a negative relationship between monitoring and engaging with customers and financial performance.  A possible explanation for this could be that organisations are trying too hard to satisfy all customers, which is not cost-effective.  It was asked in the questionnaire if the organisation calculated customer lifetime value to determine which customers are the most profitable with most answering that they did not.  This indicates that companies are unfocused with their Social CRM efforts which ultimately waste money.  Therefore, this study advises organisations to focus on customers with the most potential for profits.

Another explanation is that constant engagement with customers can enhance attrition rates as customers can feel harassed and annoyed.  Too many updates from the organisation may lead to customers unsubscribing from these updates.  This highlights how the power is now with the customer as he/she decides the interaction they have with the company or brand.

This study supports findings that Social CRM can enhance firm performance.  However, this can most likely be seen in indirect ways such as more positive customer perceptions and improved business efficiency.  Social CRM is a long process that may take time to see the financial returns.  This study also highlights the importance of distinguishing customers with the most potential for profits and targeting Social CRM efforts towards them.  Additionally, organisations must be aware they are not over engaging with customers as this can have an adverse affect on customer satisfaction.

Jade Normington

JadeNormington Jade Normington (@JadeNormington) is a recent Business & Marketing Graduate from the University of Hull. She conducted research about Social CRM for her dissertation and has been fascinated with social media ever since.  After working on a social media marketing placement in her home town of Hull, UK she is now about to live and work in Sydney, Australia.

Guest Post : Have I Got Your Attention Now?

Admit it.  As consumers, we’ve all felt frustration . . . the confusing IVR, the long hold, the uncaring support agent, the seemingly Draconian rules that cost time and money.   It’s amazing more people don’t take to violence.  But sometimes they do.

Her name is Mona Shaw, a 79 year old with a heart condition.  She is a nice lady and serves as secretary of the local AARP, belongs to a square-dancing club and takes in strays for the local animal shelter. You wouldn’t consider her tops on the list of people pre-disposed to violent action.  But her phone service had been out for a week and no one seemed to care. Helpless rage . . . we’ve all felt it.

Ignored too often for too long and armed with a hammer, she visited the local office walking to the front of the line passing other waiting customers.  Leaning over the counter, Hammer Lady” started destroying office equipment. Once the damaged had been done, Hammer Lady asked the frightened customer service employees, “Have I got your attention now?”

Picture Courtesy : http://funnygurusdca.livejournal.com/1005932.html

Everyone has a little Hammer Lady in them. Scary thought. Luckily, more people don’t act in such dramatic ways. But the hammer of an emotional rant via social media can cause even more damage.  We didn’t we learn about her story in social media. The story found traction old school via CBS News, the Washington Post, and Dr. Phil, among others. To be fair, the story was extended via social media once it played in print and broadcast.
This quaint little story about a quaint elderly lady reminds us that today’s customers are less likely to stay silent and simply go away. They are emboldened to take action, often rash irrational action. It may be a rant to a neighbor. It might be letter to the president. It might be a Facebook-ignited wildfire. And in some cases it just might be a hammer.

These random acts of frustration happen when traditional means have failed.  Here’s the point. The best way to minimize the impact of frustrated customers “going toolbox” is to make your traditional customer service channels work better. But recognizing you can’t please 100% of the customers 100% of the time, what can you do?

Give customers their own hammer.

I’m totally serious. Tell them exactly how they can get your attention if traditional channels don’t render satisfaction. That’s better than an irate customer lighting the fuse with a mad tweet. Get control by giving control.  You may be thinking, “If I give customers hammers they will use it to beat us up.”   Many fear giving such a tool to customers undermines the integrity of standard customer service processes. “They will use the hammer instead of calling our regular people.”

The hammer is something to be used when the system fails rather than instead of the system. So when giving customers “their own hammer” it is important to include instructions: “please use this hammer if you do not find satisfaction through our normal channels.” Key word is ‘if.’ Indeed, the normal channels need to have integrity as the best and easiest way. In many ways, a hammer encourages normal service to be better.

Perhaps the hammer needs a less violent name. How about panic button, emergency alarm, or circuit breaker?   If your organization believes in the voice of the customer, doesn’t it make sense to make sure the customer has a voice?  And if they have a voice wouldn’t you rather they were engaged directly with you rather than the “open microphone” of social media?

Gary Lemke

Gary Lemke (@lemke) is Chief Customer Advocate at CRMAdvocate where he blogs about the customer experience, CRM, and the Contact Center.  Join the discussion by visiting crmadvocate.com