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.