Solvis Consulting, LLC

How to use #Radian6 and Salesforce.com to manage a Social Command Center

We are helping companies in Latin America implement Social Media Command Centers following these 10 steps to integrate Social Media and CRM. Part of the process is to analyze conversations to understand the different use cases that are needed based on metrics, influencers, conversations, insights and trends found in the different social channels. For this we use our own conversation methodology using Radian6.

Once we understand were the conversations are we can then come up with the Social CRM use cases such as integrate Facebook with Salesforce.com, manage communities to collect ideas, manage customer service forums, manage Twitter for customer service, implement a knowledge base, manage influencers and/or create cases from Radian6 in Salesforce.com among many other use cases (crisis management, public relations, marketing, sales, prospecting, etc).

These use cases are mostly divided into 4 main components:

Facilitate the Conversation. Using Radian6, agents of the command center and/or the community managers are able to understand the conversations and be the advocates for the consumers. The problems are not solved but they facilitate the conversation to understand the problem. The Engagement Console is configured with macros, workflow, stacks, chatter, tagging and extensions to manage the conversations. For example, you can call the Salesforce.com's knowledge management solution from within the Engagement Console and use the Bit.ly extension to communicate solutions and content.

Community Collaboration. Once they understand the problem, agents seek ways to engage the community to solve the problem. With the knowledge management solution from Salesforce.com and/or communities such GetSatisfaction, agents can re-direct the consumer to the appropriate content to resolve the problem.

Solve the Problem. But if the community cannot solve the problem, or your company has no content in the knowledge base or forum, agents can then manage the problem in the Salesforce.com (using the Service Cloud) with processes that create contacts and case directly from Radian6 (i.e. Social Hub). This implies that not all conversations on Facebook or Twitter should reach Salesforce.com. The command center should have business rules and workflows that will filter these conversations to the appropriate areas of your organization and/or community. Salesforce.com (Service Cloud) is configured with queues, cases, fields, workflows, knowledge base, email to case, chatter, web to case, views and custom fields/objects to mirror the Radian6 Engagement Console configuration.

Listening, Monitoring and Metrics. But the most important thing is the power of real time information to analyze the conversations in the different social channels and communities to learn from trends and metrics. Radian6's Dashboard is configured with the proper metrics to measure conversations. Reports in Salesforce.com are created to manage and analyze the social media cases. The Dashboard and the Salesforce.com can also be configured to meet COPC standards.

Our implementations could take from 4 to 12 weeks after a 30 days analysis using our conversation map methodology. We use Agile/Scrum to implement the Social Command Center with the plan to have a customer up a running with the basics of the command center in 4 weeks.

We have been able to empower large organizations in Latin America in different industries such as telecommunication, banks, universities and airlines. Some of these companies are working directly with their call center outsources and marketing agencies or they just have their own social media team, where we just facilitate the creation of the Social CRM strategy along with the implementation of the technology.

Related articles

• Salesforce, Twitter Partner for Social CRM (cio-today.com)
• Salesforce completes Buddy Media acquisition (zdnet.com)
• Salesforce Radian6 and Buddy Media: A Trillion-Dollar Partnership? (radian6.com)
• Salesforce Radian6 Launches Insights to Make Sense of Social Data (adweek.com)
• Designing Your Social Media Dashboard (blogs.salesforce.com)
• Radian6 Training in Spanish for the Latin American region (solvisconsulting.com)
• Jose Corona talks about Radian6 and SocialCRM (solvisconsulting.com)
• Salesforce intros Radian6 Insights for social big data (zdnet.com)
• The evolution of the social media command center in Latin America #scrm (solvisconsulting.com)

Como usar el Social CRM para el Community Management

Como usar Social CRM para el Manejo de Comunidades from Solvis Consulting, LLC

Solvis Radian6 Day in Colombia

We will be in Bogota, Colombia with our 2nd Solvis Radian6 Day. Click on Radian6/Solvis logos below for more information.

Gestión de eventos ofrecido por Eventbrite

Related articles

• Our Solvis Affiliates in Latin America (solvisconsulting.typepad.com)
• Jose Corona talks about Radian6 and SocialCRM (solvisconsulting.com)
• Salesforce.com acquires Radian6 - Live Tweets from the User Conference! (solvisconsulting.typepad.com)
• Our CRM and Social Media Services (solvisconsulting.typepad.com)
• 10 Steps to integrate CRM and Social Media (#SocialCRM, #scrm) (solvisconsulting.typepad.com)

The evolution of the social media command center in Latin America #scrm

From Community Managers to Community Management

By Jesus Hoyos (original post)

In the recent few months I have seen a noteworthy progression of social media command centers in Latin America in industries like CPG, telecommunications and banks. The Latin American market is changing from having just a community manager to monitor Facebook to forming command centers with monitoring tools and community platforms. Some of these companies are early adopters eager to take the risk of failing and to quickly overcome any social media hurdles. 

Some are just using social media tools, others are incorporating forums and knowledge bases and others have a CRM system somehow integrated to the command center and social media channels. The good thing is that these companies are learning to listen and to validate social media metrics to then start a Social CRM strategy in phases. Based on what I have seen in countries like Mexico, Colombia, Chile and Argentina, I have come up with 4 different levels to manage a social media command center.

1) Facilitate the Conversation. Using social media tools like Buzzient, Next Principles, CoTweet or Radian6, we can monitor and have an engagement where agents of the command center and/or the community managers are able to understand the conversations and be the advocates of the consumers. The problems are not solved but they facilitate the conversation to understand the problem.

2) Community Collaboration. Once they understand the problem, they seek ways to engage the community to solve the problem. With a knowledge management system and/or communities such as Open-source forums, blogs, UserVoice, GetSatisfaction, Fuze Digital, Yahoo Answers and/or Lithium they can re-direct the consumer to the appropriate content to resolve the problem.

3) Solve the Problem. But if the community cannot solve the problem, or your company has no content in the knowledge base, they can then manage the problem in the CRM system with interfaces and processes that create contacts and cases from the social media-monitoring tool and/or from the community platform. This implies that not all conversations on Facebook or Twitter should reach the CRM system. The command center should have business rules and workflows that will filter these conversations to the appropriate areas in your organization and/or community platform. Some tools used are ZenDesk, Desk.com and CRM software integrated to social media channels.

4) Learn from Metrics. But the most important thing is the power in real time to analyze the conversations in the different social media channels and communities to learn from trends and metrics. The command center metrics should also be part of your customer analytics and BI strategy.

As you can see this involves a "community management" approach and it is more than just having ONE community manager. The command center must have Social Media Director, supervisors or community managers, agents, analysts, a knowledge management administrator, and a community platform administrator, among other roles (internal or external) such as the members of your communities

These 4 levels of community engagement have different management flavors: a) marketing departments, b) customer service, c) call center outsourcer, d) marketing agency, and, c) a combination of the agency with the marketing department. It is still an evolving process and these companies are still learning as the move from one phase of the implementation to another.  The interesting fact is that they now understand that it takes a community to manage a command center.

Note: Many of these companies are still under a stealth mode with their Social CRM strategies, some are just doing customer service, others are gathering ideas and feedback and others are just building communities outside Facebook and Twitter. They are still learning and are not yet using their social media success or failures for any public relation goals.

Some of our posts about Radian6 and our seminars (videos and photos)

Here are the latest posts in Spanish from our Social CRM blog:

• Demo de Radian6 en Bogotá, Colombia
• Fotos del Seminario en Colombia
• Tweets del Seminario en Colombia
• Charla de Radian6 y Análisis de Conversaciones en las Redes Sociales
• Fotos del Seminario de Social CRM en Paraguay
• Fotos del Seminario de Social CRM con SAP México

Our Solvis Affiliates in Latin America

In the last 5 years, Solvis has developed a network of companies in the region with a vast experience in CRM and Call Center, including social media and Social CRM. Some of the services we provide are social media monitoring, conversations maps, training and workshops. These services include strategy engagement and implementation of different CRM packages, including Radian6.

Our local affiliates are:

Solvis Mexico: focus on CRM services from social media to Social CRM and from call center assessments to CRM implementations.

e-Sofia - Solvis Colombia: focus on Business strategies to IT assessments, including Business Intelligence.

Performace Solution - Solvis Peru: focus call center outsourcing, Six Sigma, BPM, software development and CRM services.

Centro de Formación de Call Center - Solvis Argentina: focus on call center training, selection and outsourcing, including CRM services.

All affiliates provide local support Radian6 sales and support.

For more information contact us here.

10 Steps to integrate CRM and Social Media (#SocialCRM, #scrm)

Cross-post from JesusHoyos.com.

10 steps to integrate CRM and Social Media? We know that we need more than 10 steps. How many? Many more! It all depends on the level of maturity your organization has within your own CRM ecosystem and most importantly in the way you manage customers today. If you are still thinking products and branding, you still have a long way to go to integrate CRM and Social Media. Why? Integrating CRM and Social Media needs to be about converting conversations into transactions. It is about going beyond the Facebook Likes, Twitter Followers and Video views. We can talk about transparency, openness, collaboration, engagement and so on, but at the end of the day it is about improving sales and reducing cost in the new business model where we, the people (customers, influencers, advocates, etc.), are in control of the conversation.

Many of my customers and prospects in Latin America have been asking me how to connect these conversations with CRM. Some of these companies are at different levels in understanding what Social CRM is all about. Some of them just have a Facebook page, some have private or public communities, others are just listening, and some have Twitter integrated somehow into their CRM. I have seen agencies doing all of the social media work, or just part of it, and many companies have a need to integrate social media monitoring with the call center.

Who are these companies in Latin America? Mostly B2C companies such a CPG, TV/Entertainment, Call Centers outsourcers, universities, hotels, telecommunications and banks. Some of these companies are small business in Latin America, local and national companies, others are multinational corporations and big brands. But all of them are looking to engage the customer with Social CRM.

The need to implement Social CRM is definitely there. By looking at my customers needs, learning from my recent engagements, by watching the market and conversing with fellow analysts and consultants, I came up these 10 steps to start implementing Social CRM.

1) Understand your Conversation Map. Listen and understand the social media conversations from advocates to influencers and from detractors to consumers.

2) Understand the Social Graph of your customers. This is very important - it refers to your current customer in your CRM system, marketing database or customer datamart. Are they on Facebook, Twitter, blogs, forums, external communities, etc., etc?

3) Have a Social Graph of your Best Customers. Are your best customers using social media?  Can you start engaging them for your own pilots? Can you engage them? What other types of customers can you engage? Again, these are known customers in your CRM system or Loyalty Program.

4) Establish processes & requirements to meet your goals and objectives based on current needs and the analysis from the above 3 steps.

5) Get ready to put together a social media plan based on the requirements and processes. Do you need to be on Facebook? Do you need call center integration? Do you need to integrate social media marketing with your marketing automation? Do you need a community to provide ideas and collaboration for customer support? Do you have a Social Media Manager ad policies in place?

6) Create specific use cases for your integration points to capture data. This is not just about technology but also about customer experience, culture and processes.

7) Have your traditional CRM ready for social media. Do you have the workflow, processes, rules, data structure, training, call center, people, etc., ready to manage communities and social media channels?

8) If your customer or influencers are already collaborating using social media, is your enterprise ready to collaborate internally? i.e. Social Business, E 2.0.

9) Like in CRM... Do you have the culture, people and change management attitude to really change?

10) Improve your CRM ecosystem - this should be step 1. Fix what is not working today!

What do you think? Would you add more steps, combine some of them? Start with a strategy right away? I would love to read your comments!

At the end, I think you definitely need steps 1 through 7. Start with pilots and small phases. Measure, learn and retry. Validate your success metrics, show ROI (short and long term ROI)... but start somewhere.

What to know more about these 10 steps? I have the Spanish presentation that I gave at the SAP Forum Mexcio about a month ago. Here is the English presentation I gave a few weeks ago at the Online Marketing Connect event (this was a webinar series with other speakers, you can listen to the webinar by registering here, go to Events, Focus Weeks, Social Media).

Social CRM resources in Spanish

Jesus Hoyos constanly writes about Social CRM on his blog: www.jesushoyos.com. We have compiled a list of Social CRM articles from his blog and other sites that we hope can help you figure out what Social CRM can do for your organization. All content below is in Spanish.

Social CRM Webinar about how to integrate Social Media and CRM (more than 4,500 views)

Social CRM eLearning Program (our Social CRM Seminar now available via eLearning)

10 Steps to integrate Social Media and CRM (more than 1,100 views)

The implications of integratin Social Media with the Call Center and CRM (via Mundo-Contact's blog, more than 70 ReTweets and many mentions)

Radian6, Salesforce.com and the new Social CRM market

10 things a CRM needs to have for Social Media

Salesforce.com and Social CRM

Videos - Some of Jesus' speaking engagements

El Uso del Social Media - Latino Business Review

Los Analiticos ya son parte del CRM - Call Center News - Argentina

Interview about Social CRM at Call Center Online - Argentina (need to register to read it)

Hay que tener objetivos en las redes sociales - Punto a Punto - Argentina

Como usar las redes sociales en el negocio - LaVoz.com - Argentina

Call Center 2.0 en MundoContact

Reportaje: Jesús Hoyos " Los centros de contacto se están transformando en social media centers"

Social CRM - Centro de Formacion de Call Centers - Argentina

Servicios en la nube – desde el CRM hasta el Call Center

Por qué deberías pensar en el CRM social para tu empresa ...

Social CRM: ¿el futuro del marketing en medios sociales ...

CRM Social y lo que se dice de una marca

El CRM social entusiasma a las empresas | InformationWeek México

Social CRM: primeros pasos | El Blog de Enrique Burgos

Las 20 mejores herramientas de Social CRM | Social Media Experience

Contenido más conversaciones: Social CRM | Javier Godoy

12 acciones para implementar un esquema de CRM Social exitoso ...

 

Salesforce.com acquires Radian6 - Live Tweets from the User Conference!

Last week Salesforce.com agreed to buy Radian6 for $326 million - a really big invesment that has created a change in the Social CRM marketplace. The purchase of Radian6 by Salesforce.com brings all kinds on opportunities to the market, to our customers and to Solvis.

As an International Reseller of Radian6 and provider of monitoring services, Solvis sees this as a great opportunity to help our customers with their Social CRM strategies from conversation maps to integration with CRM.

... "Radian6 and salesforce.com share the belief that social media will play a large part in how organizations listen to and engage with their customers. We also believe that as engagement with clients becomes more and more social, there will be greater opportunities for products such as Radian6 and salesforce to more closely integrate.

Radian6 will continue to operate as an independent business and partners will continue to work with Radian6 as they do now. Your relationships with your clients will continue as normal. Product innovation and progress that you have come to expect from Radian6 will continue"...

Part of Radian6 Statement about the transaction

This week is Radian6's user conference in Boston and Solvis will be at the conference. We will learn know the future plans and features that Radian6 will bring to the market. We also have plans to develop some webinars and onsite events with our local users in Mexico, Colombia and Argentina. News to come soon!

Follow Jose Corona on Twitter and Solvis:  We will have tweets in Spanish from the event.

You can follow the live announcements here and below you can keep track of the live tweets.

Live Announcements!

Live Video streaming by Ustream

Live Tweets!

Our latest posts at our Social CRM blog

Check out our latest posts, presentations and videos at our Social CRM site and blog:

1. Taller de Social CRM - Parte 2 - en el evento de MundoContact 2010
2. Taller de Social CRM - Parte 1 - en el evento de MundoContact 2010
3. Webinar de Social CRM con MundoContact
4. Charla de Social CRM en Campus Party Mexico
5. Como usar Pivotal CRM para gestionar las redes sociales
6. Conversaciones de Social CRM - Meetups con @jesus_hoyos en Colombia y Argentina
7. Le damos la bienvenida a Clicker 360: Patrocinador de Medios del Seminario
8. Fotos del Seminario en Buenos Aires - Septiembre 2
9. Workshop de Redes Sociales, CRM y Empresas: Una nueva era en las relaciones comerciales
10. Social CRM Meetups