Zero to ZMOT webinar: Social Media Success with SRM Monitoring and Analytics

Webinar: Zero To ZMOTSocial Media Success with Oracle SRM Monitoring & Analytics

Zero To ZMOT : CRMIT Webinar

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Today’s Webinar Topic

• From Zero To ZMOT– Social Media Success With Oracle SRM

Monitoring & Analytics



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Webinar Speaker

Naga Chokkanthan Co-Founder & Sr. Director - Innovations

CRMIT SolutionsLinkedIn: /in/nchokkan



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Webinar: Social Media Success with Oracle SRM Monitoring & Analytics

Zero To ZMOT

Social Media Success With Oracle CRMSocial Media Monitoring & Analytics



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Agenda

• Introduction to Social Relationship Management• What is ZMOT (Zero Moment Of Truth)• ZMOT & Social Media• Social Monitoring• Social Analytics "What to analyze"• Oracle SRM Suite "Product Overview"• Oracle Social Monitoring Cloud Service "Engagement & Monitoring

Cloud Service"• Oracle Social Analytics Cloud Service• Next Steps: Social CRM Maturity ladder • Demo(s)• Q & A



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Introduction

• People are talking about our brand, everywhere!

• Traditional Customers & Social Customers– They don’t care about our brand– They DO care about our brand

• Customers Own the brand!

• Social Media consumer conversations– Colloquy Survey : 56% of young shoppers talk about

products and services via Social Networks

• Comments from a “Person Like Me”



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Social Media Conversations

• What consumers (and prospects) are talking about our brand, products in Social Media?– Understand their thought process– Analyze the sentiment– Decide on the best course of actions such as

• Responding• Publishing• Changing business processes• Creating new products / services

• Essential First Step : Monitoring social media effectively



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Questions! Questions!!

• What to monitor?• Where to monitor?• How frequently to monitor?• Which tools to use for monitoring?• How to understand, analyze and get insights

from bulk data of potentially millions of conversations?

• Do I need new staff for all this?• How much this will cost? (Budget!)• Where is the ROI?



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FMOT & ZMOT

• FMOT: First Moment Of Truth– The moment in which a consumer makes it to

a store (or equivalent) and is presented with a variety of choices from which to choose

• ZMOT: Zero Moment Of Truth– That moment when you grab your laptop,

mobile phone or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying



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FMOT & ZMOT (Contd)



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ZMOT & Social Media

• ZMOT is not about Social Media alone– But, it depends a lot on Social Media– Social Media comments about a product or brand decides the

ZMOT for any prospect

• “Person Like Me” Social Media Comments >> Official websites & channels– Brands, companies have good control on the official website,

and other channels that they own– They have very little or no control on everything else

• But, they can monitor, listen and respond• Consumers respect that and are ready to help• Complete the feedback loop, product or service improvements• Better ZMOT for the next set of prospects



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Social Media Monitoring

• Structured process to monitor Social Media conversations– Digital platform– Tools available to monitor, analyze and make sense

of data

• Typical progress– Ad-hoc– Point tools– Complete suite of applications

• What about the process?



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Social Media Monitoring (Contd)

• Decide on the topics we want to listen to • Find where our customers / prospects are• Monitor the conversations• Collate the data, find out patterns / themes• Use the data for Social Media analytics,

Derive insights, take action• Repeat for optimization



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Social Media Analytics

• “What to analyze” differs for each and every business– But “How to analyze” is pretty standardized– Number of tools available

• Analytics’ Examples– Demographics of users– Topics, Share of voice– Sentiment Analysis– Keywords most used– Trends by geography / demography– Influencers in my network– Geo analysis

• This list keeps changing and growing everyday



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Oracle Enterprise SRM



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Oracle SRM Offerings



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Oracle SRM Offerings (Contd)

• Oracle Social Engagement Cloud Service• Oracle Social Monitoring Cloud Service• Oracle Social Marketing Cloud Service• Oracle Social Network



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Oracle Social Monitoring Cloud Service

• Part of Oracle SRM’s “Engagement and Monitoring Cloud Service” Package

• Provides the listening and analysis capabilities across social channels– Better understand your customers / prospects

/ their sentiments– Getting ready for the next maturity stage,

Social Engagement



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Oracle SRM Analyze

• Industry standard reports for most Social Media analysis

• Insights into what market is talking about– Your brand– Your product

– Your Competitors– Your field in general



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Zero To ZMOT:eBook From CRMIT



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Next Steps

• Reactive Engagement to Social Media Posts• Social Media Branding• Centralized, Coordinated Social Publishing• Social Campaigns• Integration with CRM• Defined processes, automated workflows and

implementation of best practices• Getting Social CRM in the company’s DNA• More …



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Social CRM Maturity Ladder



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Demo



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Demo (2)



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Demo (3)



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Demo (4)



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Demo (5)



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Demo (6)



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Demo (7)



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Demo (8)



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Demo (9)



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Demo (10)



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References• ZMOT : Winning The Zero Moment Of Truth, By Jim Lecinski• http://www.zeromomentoftruth.com/• http://www.oracle.com/in/solutions/social/overview/index.html• http://www.oracle.com/us/corporate/acquisitions/collectiveintellect/g

eneral-presentation-1653698.pdf• http://www.youtube.com/watch?v=0bZy5Q_1f04• http://www.forbes.com/sites/louiscolumbus/2012/10/02/gartners-

magic-quadrant-for-social-crm-and-the-social-enterprise/• http://www.emarketer.com/Article/Driving-Purchases-Customer-

Reviews-Trump-Pro-Critics/1009625• http://www.colloquy.com/files/2011-COLLOQUY-Talk-Talk-White-

Paper.pdf



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Q & A



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Zero to ZMOT webinar: Social Media Success with SRM Monitoring and Analytics

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Transcript of Zero to ZMOT webinar: Social Media Success with SRM Monitoring and Analytics