CRM

Social Business Intelligence Advance #3

It is not enough to have a web intelligence solution that shows us where our own internal CRM is connected to important conversations and trends. We must also have a solution that shows us where our competitors’ CRM is connected to these same conversations and trends. In addition, we must have a solution that automatically delivers a set of individuals exactly like our best customers, complete with First Name, Last Name, Current Phone, Current Email, Current Social Links and cited examples of participation in these important conversations and trends. That’s the solution yet to be achieved in the social business intelligence world.

Finding Your "Familiars" In Social Networks: A Step by Step Process

“A familiar spirit is the double, the alter-ego, of an individual. Even though it may have an independent life of its own, it remains closely linked to the individual.” ~Pierre A. Riffard

“Resist the temptation to think what afflicts you is peculiar to you. Have faith that what is in your consciousness can be communicated to the consciousness of all. And is, in many cases, already there.” ~Alice Walker, The Temple Of My Familiar

WHAT IS A FAMILIAR:
Familiarity implies intimacy. To become familiar with another person implies having more than a casual acquaintance. In European folklore and folk-belief of the Medieval and Early Modern periods, familiar spirits (sometimes referred to simply as “familiars”) were supernatural entities believed to assist shamans in their practice of magic. A familiar is a being who you come to know intimately and who works with you to create life and magic. This begins through listening, continues into relationship and culminates in collective action.

WHY DISCOVER FAMILIARS:
The core reason to discover your familiars is to have a relationship with meaning. A second reason for engaging in this process is to develop a community full of common purpose. A third reason for cultivating such relationships is to bring your gifts to the world and make a solid contribution to humanity at large.

YOU CAN FIND YOUR FAMILIARS THROUGH LISTENING:
The scholar R. Grimmasi writes about discovering a relationship to animals at a young age in the forest. He did this through listening and observing. “I quickly learned that it was necessary to remain still and silent in order not to scare away the wildlife…it was there in those silent moments of observation and anticipation that I developed my ability to establish rapport and communication with other beings, with “familiars”…familiars react to various symbols because of what they represent and the authority behind the power of the symbols.” Grimmasi identifies a very important aspect of relationship with familiars: symbols. Consider for a moment what you symbolize within your network by what you post on a daily basis. Write about this, draw this, speak about this. What is your symbol? What do you symbolize?

FILTER FOR FAMILIARS:
Filter your social relationships to determine which types of people respond to your content with eagerness. Now discover all the people just like those people within your own network. They may not be interacting with you simply because they are not seeing your posts in their News Feed or because they are focused elsewhere. Chances are that people similar to your “hottest” relationships will respond to you upon receiving a gift of your content. Try cc’ing one or two of these “Discovered Familiars” (a “discovered familiar” is similar to your known familiars).

HOW TO FILTER FOR FAMILIARS:
1. Import your Facebook connections to a Yahoo email account.
http://bit.ly/Import_Facebook_To_Yahoo

2. Download the connections as a CSV file. Open this file in Excel.

3. Upgrade your LinkedIn to an Executive account (you will need this level for a later action). Now, export your connections as a CSV file.

4. Sign up for Social Bro or Simply Measured and download a spreadsheet of your Twitter followers. Use the Klout Audience Analysis in Simply Measured to receive a spreadsheet you can rank by Klout or by other interesting data like Listed, Location or specific bio content. In Social Bro, you can export both Followers and Friends (who you follow). In addition, within Social Bro, you can adjust some nifty sliders to specify various aspects of the download (if desired).

5. Learn how to use the Sort and Filter functions in Excel to refine your sifting of these spreadsheets from Social Bro and Simply Measured.

6. Next, sign up for LeadGrabber Pro’s 1 month account and extract up to 300 specific types of profiles that you identify. Or go into specific groups and extract all users.

7. Filter and Sort your spreadsheets by location and by keywords in the biographies. These keywords are symbols of your potential familiars.

8. Use Spokeo and other Open Source Intelligence Tools (OSINT) to learn more about your familiars so that you develop a list with integrity. Here is a list of excellent OSINT tools: http://bit.ly/OSINT_Tools_2013

9. Upload all of your contacts as CSV format into a Gmail account. http://bit.ly/Import_CSV_to_Gmail

10. Get the Rapportive plugin for Gmail so you can see the latest details on any contact, including their social links. This seems to work best in Chrome. http://rapportive.com/

CONNECT ONE TO ONE:
Next, connect personally with all of your connections. This will take time so make it worth it – for you and for who you are connecting with. Study what the person is talking about, conceive a clearly written paragraph containing an idea that will help him/her. This can be an encouragement, a business idea, a compliment on a character quality or a note of gratitude for something he/she wrote or posted (along with a story on how this post helped you). Email him/her, send them a Facebook message, use LinkedIn Inmail, use @mention your connections on Twitter and Facebook. Also, use other modes of communication. Chats via Skype can be vital, as well as starting Google hangouts.

START WITH A GIFT:
It’s important to say something that helps the other person first. It has to begin with them. A great way into this is to study the person’s last 12 posts in any given social platform. What are they trying to discover? Can you provide the answer. Be specific to that person. Make your message short but deep. Get to the point.

Follow up, follow up, follow up. Act with with the intention of the best and highest good for all. Do what you love.

Why Brand Managers will report to the Chief Customer Officer

Definition: A Chief Customer Officer builds relationships with customers, cultivates those relationships and grows social equity. He/she promotes a customer-centric culture in a company and removes obstacles within the company to customer satisfaction. Customer managers identify customers’ product needs, while brand managers supply products that fit those needs. In a P2P environment, such a reorganization is critical to success.

A further definition: an executive that provides the comprehensive and authoritative view of the customer and creates corporate and customer strategy at the highest levels of the company to maximize customer acquisition, retention, and profitability.

There are now more than 300 Chief Customer Officers in the world and perhaps hundreds more serving the same role but without the formal title. The role is evolving rapidly, and more CCOs are being appointed every month.

The CCO role is evolving into more of a “Chief Customer Strategy Officer,” focused primarily upon driving profitable customer strategy at all levels of the company with the express goal of acquiring, retaining, and serving the right customers for greater profits. It is no longer a “nice to have” designation; for many companies it is business critical and primary source of competitive advantage. In a telling about-face, many people have stopped complaining that a CCO is unnecessary because a company has a CMO. Instead, they are advocating an extreme position in which the CMO should be replaced with a CCO.(Source: chiefcustomerofficer.com)

In the world of the past (and present for many still), the product manager would use one-way mass marketing to push products to people. In the world of the future (and growing as a present-day reality), customer managers engage individual people or narrow segments in two way communications, building long-term relationships by promoting whichever of the company’s products a customer would value most at any given time. This is more similar to a B2B paradigm.

A customer manager is the ultimate expression of marketing (find out what the customer wants and fulfill the need) while the product (or brand) manager is more aligned with the traditional sellling mind-set (have product, find customer). Look for more movement in this area in the coming year at the enterprise level, even as companies of all sizes begin acknowledging the need for Community Managers (who are ideally aligned with their values). A major “IT” position in social business is Community Manager AND Chief Customer Officer.

(“To compete, companies must shift from pushing individual products to building long-term customer relationships.

The marketing department must be reinvented as a “customer department” that replaces the CMO with a chief customer officer, makes product and brand managers subservient to customer managers, and oversees customer-focused functions including R&D, customer service, market research, and CRM.

These changes shift the firm’s focus from product profitability to customer profitability, as measured by metrics such as customer lifetime value and customer equity. This organizational transformation will uproot entrenched interests and so must be driven from the top.” ~ Roland T. Rust, Christine Moorman and Gaurav Bhalla in Harvard Business Review, January-February 2010)

(“The key to business success, particularly in a down economy, is anticipating customer needs and continuously deepening customer relationships,” says Jeb Dasteel, CCO Council’s CCO of the Year 2009. “We’ve gotten really good at listening to customers, prioritizing feedback, and driving customer strategy at all levels.”)

(The average small/medium-biz CRM customer is 200 to 1000 employees. These are the organizations that Queener speaks of – the ones that need to understand and engage the social customer so badly.

“I don’t know if it’s a question of small vs large organizations,” he said. “Small [businesses] need to be scrappier; they don’t have the manpower.”

“When you have organizations of 200 to 1000 employees – the CIOs come from the business,” Queener said. “It’s all about moving fast-fast-fast.” ~ Brett Queener, SVP, Products, Salesforce)