Marketing

Microsoft Dynamics® CRM

CRM and Social Networking:
Engaging the Social Customer

White Paper

Date: July 9th, 2009

http://crm.dynamics.com
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Table of Contents
Introduction ...................................................................................................................................................................3
Overview....................................................................................................................................................................3
What does social networking mean for business today? ..........................................................................................3
The Intersection of Social Networking and CRM...........................................................................................................3
What does social networking have to do with CRM? ................................................................................................3
A combined strategy for richer customer interactions ..............................................................................................4
Social Networking Accelerator for Microsoft Dynamics® CRM.....................................................................................4
Social Networking for Marketing ...................................................................................................................................4
Increase brand awareness.........................................................................................................................................5
Better leverage online channels ................................................................................................................................5
Measure results .........................................................................................................................................................5
Social Networking for Sales...........................................................................................................................................6
Find and connect with new prospects .......................................................................................................................6
Engage in more meaningfulconversations................................................................................................................6
Better understand your customers ...........................................................................................................................6
Social Networking for Customer Service .......................................................................................................................7
Create an early warning system for product issues...................................................................................................7
Provide efficient multi-channel service .....................................................................................................................7
Tap into new feedback channels...............................................................................................................................8
Technology Requirements .............................................................................................................................................8
Conclusion .....................................................................................................................................................................9
Works Cited.................................................................................................................................................................10

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Introduction
Overview
As social networking sites explode in popularity, the hype and interest continue to build. Facebook alone topped
200 million users in 2009 (Wauter 2009). But sorting the fact from the hype can be a challenge. Social...