Social Business and Social CRM

Tom Schuster

General Manager

SugarCRM Europe, Middle East, Africa

Social Business

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GETTING STARTED

• The business context

• The essential characteristics

• Getting started

• A live example

• Recommendation

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Change:

Newspaper Circulation

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Change: Egypt’s Facebook Revolution

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Change: Occupy Wall Street Revolution

Change: Accelerated speed to going Critical

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Change: Facebook rapid adoption

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Evolution of the Sales Landscape

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Marketing: Complex Social Buying Model

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Customer Service is Marketing

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Start With the Customer

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CRM

Put the customer at the center

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CRM

Customer

Relationship

Management

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CRM

CRM is about Customers

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CRM is about Acquiring,

Retaining and Growing

Customers

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Enable the sales edge

SALES EDGE CUSTOMERS INNER CORE

SALES

CUSTOMER

SERVICE

CALL CENTER

MARKETING

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Introducing Social CRM

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CRM Made Social: Enable the customer edge

SALES EDGE CUSTOMERS

SALES

CUSTOMER

SERVICE

CALL CENTER

MARKETING

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Social CRM

Social CRM is an

extension of, not a

replacement for, CRM

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CRM made Simple

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Open

Intuitive

Flexible

CRM Made Simple Social CRM

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6 Steps to Getting started with Social CRM

Step 1: Implement an Open CRM System

Step 2: Customise the user interface and processes

Step 3: Integrate the essential back end systems

Step 4: Implement a flexible infrastructure

Step 5: Provide collaboration tools

Step 6: Use the Social Tools of choice

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Getting started with Social CRM

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Step 1: Implement an Open CRM System

Step 2: Customise the user interface and processes

Step 3: Integrate the essential back end systems

Step 4: Implement a flexible infrastructure

Step 5: Provide collaboration tools

Step 6: Use the Social Tools of choice

Social CRM

Technology

Open Systems Users Have Control

Web applications Web Standards

Reasonable, predictable cost

Community

Open Social CRM

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Getting started with Social CRM

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Step 1: Implement an Open CRM System

Step 2: Customise the user interface and processes

Step 3: Integrate the essential back end systems

Step 4: Implement a flexible infrastructure

Step 5: Provide collaboration tools

Step 6: Use the Social Tools of choice

Social CRM

For Users

Web 2.0 User Experience

Works the Way YOU Work

Intuitive

For Administrators

Simple Customisation

Seamless Upgrades

Social CRM

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Getting started with Social CRM

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Step 1: Implement an Open CRM System

Step 2: Customise the user interface and processes

Step 3: Integrate the essential back end systems

Step 4: Implement a flexible infrastructure

Step 5: Provide collaboration tools

Step 6: Use the Social Tools of choice

360 Degree View of the Customer

CRM Activities

• Customer Support

• Marketing

• Sales

INTERNAL data sources

• ERP

• Market Data

• HR

• Product

External Data Sources

• Linked-In

• InsideView

• Hoovers

Specialised Tools

• Web Analysis

• Business Intelligence

• Statistics

Getting started with Social CRM

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Step 1: Implement an Open CRM System

Step 2: Customise the user interface and processes

Step 3: Integrate the essential back end systems

Step 4: Implement a flexible infrastructure

Step 5: Provide collaboration tools

Step 6: Use the Social Tools of choice

RUN ANYWHERE

• Any Device

• Any Platform

• Any Cloud

CLOUD 2.0 Run Anywhere

On Site

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Intuitive

Getting started with Social CRM

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Step 1: Implement an Open CRM System

Step 2: Customise the user interface and processes

Step 3: Integrate the essential back end systems

Step 4: Implement a flexible infrastructure

Step 5: Provide collaboration tools

Step 6: Use the Social Tools of choice

Social CRM

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Collaboration Conferencing

Step 5: Provide collaboration tools

Getting started with Social CRM

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Step 1: Implement an Open CRM System

Step 2: Customise the user interface and processes

Step 3: Integrate the essential back end systems

Step 4: Implement a flexible infrastructure

Step 5: Provide collaboration tools

Step 6: Use the Social Tools of choice

Social CRM

Twitter Feeds on Your Dashboard

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LinkedIn Accounts

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Google Maps integration

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Question:

What is the Social CRM interface

of the future?

Answer:

The social networking site

of choice

combined with

An open CRM system

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Hillel Uses Social CRM to Connect with

College Students

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Add additional fields before saving to CRM

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Enter Friend Details in Facebook

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Add people from Facebook to CRM

Add Interactions in CRM from Facebook

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Match Event Attendees with Contacts in CRM

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Contact Profile Page

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Write Comments to Facebook Wall from CRM

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Link Existing Contacts to Facebook Friends

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Type the names of Facebook friends

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Facebook Friend Request

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Mobile Interactions

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Result:

Goal exceeded by

500%

•

•

•

•

Components of a Social CRM

Conferencing Cloud

Collaboration Social

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Social Business and social CRM

Start with the customer

Choose an Open CRM System

Enable a flexible, Cloud 2.0 infrastructure

Integrate Collaboration and conferencing

Allow Users to use their social tools of choice

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The Sweeter Road Microsoft

Oracle

SFDC

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Thank you

Tom Schuster

tschuster@sugarcrm.com