LOGO

Brent Leary, CRM Essentials

Sign of the Times…Sign of the Times…

BrentLeary.com

Sign of the times….Sign of the times….

BrentLeary.com

CRM Timelime….CRM Timelime….

Contact Contact ManagementManagementIndividual usage

PC based

CRM SuitesCRM SuitesSFA, MA, CSS:

Workgroup Server based

Early 1990s

Mid 1990s

Today

CRM On-demandCRM On-demand Browser based

Early 2000s

Social CRMSocial CRM

Mobile CRMMobile CRMHandheld

Accessible from anywhere

Information OverloadInformation Overload

5M Terabytes5M Terabytes of web info (Eric Schmidt – Google CEO – 2005)

Before…Before…FacebookFacebook opened upopened upTwitterTwitter was bornwas bornNew generation of New generation of mobile devicesmobile devicesBlogsBlogs from 20M to …from 20M to …

BrentLeary.com

200 MillionThe number of blogs on the Internet.

Source: Jess3

2 Billion Videos Are Streamed Each Day On YouTube

Photo Credit: jonsson Source: Techcrunch

10 Billion+ Tweets Sent on Twitter Since 2006

Photo Credit: Rosaura Ochoa Source: Mashable

BrentLeary.com

Photo Credit: Rosaura Ochoa Source: Mashable

By 2020, the amount of data will have grown 44-fold, to 35 35 trillion trillion gigabytesgigabytes

Social Media is for Leads and Sales

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

BrentLeary.com

State of Small Business, Network Solutions – 2011

9%

12%

45%

58%

36%

26%

Jan 2011 (n=184)

Dec 2009 (n=89)*

Business Use of Social Media Expectations-Among business owners who use/may use social media-

Exceeded expectations Met expectations Fallen short of expectations

Marketing & Innovation Challenges

BrentLeary.com

State of Small Business, Network Solutions – 2011

Small Business Success Report Card

Importance Score**

Index Score* Grade

OVERALL INDEX SCORE* 73 C-

Sub-IndicesCapital Access 33 67 D+

Marketing & Innovation 23 65 D

Workforce 14 76 C

Customer Service 11 88 B+

Computer Technology 11 75 C

Compliance 8 92 A-*Index Score is calculated on a 0-100 scale

**Importance Score is calculated proportionally, meaning that the total of the numbers across all the sub-indices is 100%.

Trust

BrentLeary.com

Edelman Trust Barometer– 2011

In Experts We Trust…

BrentLeary.com

Edelman Trust Barometer– 2011

Trust Extends ReputationsTrust Extends Reputations

BrentLeary.com

Edelman Trust Barometer– 2011

Where things standWhere things stand

TrustTrust AttentionAttention

Comparison of Ad Hoc and Strategic Users: Track and Comparison of Ad Hoc and Strategic Users: Track and Measure Social MediaMeasure Social Media

04/18/23 SMB Group and CRM Essentials Confidential

18

Sample Size = 245

24.) How does your currently track, analyze and measure the success of the company's social media efforts?

Small Business

How Satisfied Are SMBs with the Results they Are How Satisfied Are SMBs with the Results they Are Achieving from Social Media in these Areas?Achieving from Social Media in these Areas?

Small Business

Sample Size = 131

Sample Size = 114

Structured Users

Ad Hoc Users

Received an average of 10,000 e-mails Received an average of 10,000 e-mails each month from customers asking about each month from customers asking about motorcycle partsmotorcycle parts

•Blog:Blog: Tie Facebook & Twitter posts, Newsletter articles, and customer correspondence back to the Blog.•Facebook:Facebook: All blog articles are posted on Facebook, Twitter and Newsletter articles.•Monitoring NetworksMonitoring Networks: Monitor online activity, as well as competitors, vendors, and industry happenings.•Monthly Newsletter:Monthly Newsletter: The monthly newsletter is just another way to provide value to customers, and is closely tied to all forms of social media.

Received an average of 10,000 e-mails Received an average of 10,000 e-mails each month from customers asking about each month from customers asking about motorcycle partsmotorcycle parts

•Membership on Facebook has gone from 1,500 fans (12/09) to over 27,000 fansover 27,000 fans. •1,000% increase1,000% increase in on-line chat traffic (customers who chat are 4 times as likely4 times as likely to make a purchase on the site). •98%98% of customers say they’d recommend the company to a friend/family member

CATCHCATCHSalesSales

AutomationAutomation

KEEPKEEPCustomer Customer

ServiceService

FINDFINDMarketing Marketing

AutomationAutomation

Traditional CRMTraditional CRM

CUSTOMERCUSTOMERRELATIONSHIPRELATIONSHIPMANAGEMENTMANAGEMENT

• Lead management• Campaign management • Customer profiling

• Opportunity management• Contact management• Activity management

• Ongoing dialog• Web self-service• field service

CCRRMM oror CCIIM? Customer M? Customer InformationInformation Mgmt Mgmt

Traditional CRM Strategy FocusTraditional CRM Strategy Focus Centralize Customer DataCentralize Customer Data Operational EfficiencyOperational Efficiency ForecastingForecasting Activity ManagementActivity Management ReportingReporting But What About THE CUSTOMER???But What About THE CUSTOMER???

Defining CRM… SociallyDefining CRM… Socially

Content

Information

Confidence

Sales processConversations

Analyzed to determine success

GENERATECONVERT TO FEED TO

CONVERT TO CREATING

ExchangesRelationships

Customer

Partner

Vendor

Community

Influencer

Page 25

What is Social CRM?What is Social CRM?

““Traditional CRM grew out of this need to Traditional CRM grew out of this need to store, track, and report on critical information store, track, and report on critical information about customers and prospects.about customers and prospects.

Social CRM is growing out of a completely Social CRM is growing out of a completely different need -- the different need -- the need to attract the need to attract the attentionattention of those using the Internet to find of those using the Internet to find answers to business challenges they are answers to business challenges they are trying to overcome.“trying to overcome.“

--Brent Leary in Inc. magazine--Brent Leary in Inc. magazine

Activating ContentActivating Content

CONTENTCONTENTAutomationAutomation

COMMUNITYCOMMUNITYFacilitationFacilitation

LISTENINGLISTENINGAutomationAutomation

SOCIAL CRMSOCIAL CRM

SOCIALSOCIALCUSTOMERCUSTOMER

RELATIONSHIPRELATIONSHIPMANAGEMENTMANAGEMENT

TRANSFORMTRANSFORMManagementManagement

28

““the challenge is that most companies the challenge is that most companies have been wired from the ground up to have been wired from the ground up to operate in a world of operate in a world of company-company-controlled communicationcontrolled communication, and , and they're simply not equipped to engage they're simply not equipped to engage in conversations. But, the rules have in conversations. But, the rules have changed.”changed.”

Greg Gianforte, CEO – RightNowGreg Gianforte, CEO – RightNow

Embracing CMR: Customer Managed RelationshipsEmbracing CMR: Customer Managed Relationships

The good news is that true Social CRM offers companies a seamless and real-time view across the many different channels that customers converse in, new and old alike. With this view, companies can truly get to know and proactively care for their customers, ultimately fulfilling their brand promises, the social way

New Differentiation Models NeededNew Differentiation Models Needed

29

Real Customer Value DriversReal Customer Value Drivers

32

What makes a Customer Customer ExperienceExperience superior for Customers?

It’s about much more than price or incentives – its about ego and id

33

34

35

““2011 will bring an impressive increase 2011 will bring an impressive increase in the amount of customer service in the amount of customer service delivered over social networks. Not delivered over social networks. Not only will more companies provide only will more companies provide service over social channels, but service over social channels, but socially-networked customer socially-networked customer service will take its place alongside service will take its place alongside sales and marketing sales and marketing as a as a cornerstone of any comprehensive cornerstone of any comprehensive Social CRM strategy.”Social CRM strategy.”

Alex Bard, CEO – Assistly.comAlex Bard, CEO – Assistly.com

Customer Service Moves to Customer Service Moves to ForefrontForefront

In our view, social customer care will no social customer care will no longer be an afterthought or an adjunct longer be an afterthought or an adjunct to Social CRMto Social CRM; it will sit squarely at the core of business strategy alongside other forms of customer interaction.

36 Social Customer Engagement Index 2011- TheSocialCustomer.comSocial Customer Engagement Index 2011- TheSocialCustomer.com

Social Media Customer Care Maturity ModelSocial Media Customer Care Maturity ModelSocial Media Customer Care Maturity ModelSocial Media Customer Care Maturity Model

Level1

Level2

Level3

Level4

Listening Listening (or ignoring)(or ignoring)

Social Media Social Media BroadcastingBroadcasting

Social Media Social Media MarketingMarketing

Social Media Social Media Customer CareCustomer Care

Proactive Proactive EngagementEngagement

Occasional reporting Reactive/surprised by social media

Facebook page and Twitter presence Broadcast standard marketing via social media

Social Media strategy Engagement marketing

Scalable engagement process Teams work queues

Proactive Customer Care Proactive Sales

Brand dashboarding Minimal customer care involvement

Managed process Team activity reports

Social Media Business Intelligence

Level5

Cisco, 2010Cisco, 2010

Drugstore.comUsing Chat function (what Drugstore.com calls ‘Chat with a Beauty Advisor’) from from both of its Twitter Accounts (@BeautyAdvisor and both of its Twitter Accounts (@BeautyAdvisor and @ Beautydotcom)@ Beautydotcom). As a result:

• Phone-handle time has decreased 15 percentdecreased 15 percent• Email volume has decreased 30 percentdecreased 30 percent• Shopping-cart sizes in sales with chat are 10 percent to 20 10 percent to 20 percent largerpercent larger than in those without;• Chat sessions deliver a conversion rate of approximately 25 approximately 25 percentpercent; the site’s overall conversion rate is just 6.4 percentoverall conversion rate is just 6.4 percentThird-quarter sales grew 17 percent, compared to 2 percent growth in e-commerce overallCustomer satisfaction scores reached 77, among ForeSee Results’ list of the top 15 online retailers

AskAsk NOTNOT What Your Customer Can Do For You… What Your Customer Can Do For You…

…… ListenListen to What You Can Do FOR Them!to What You Can Do FOR Them!

LaaS: Listen as a StrategyLaaS: Listen as a Strategy•Who to listen toWho to listen to•What to listen toWhat to listen to•What to listen forWhat to listen for•How to listenHow to listen•When to listenWhen to listen•Responding to what you hearResponding to what you hear

One of the main goals in using social media is to actively listen to the customersactively listen to the customers. And because all users were automatically invited to the team’s NBA Draft Party, Warriors employees had the chance to personally personally meetmeet those who participated in the contest. The Draft Party wound up being the team’s biggest to date, with over 4,000 fans in 4,000 fans in attendance.attendance.

•Unveil the new logo in a unique and creative way•IncreaseIncrease fan engagement with the brand•BuildBuild brand loyalty•DriveDrive awareness and attendance at the team’s annual NBA Draft Party•IncreaseIncrease ticket and merchandise sales

Increased Followers/Reacha. 2,500 new Facebook fans in 2 in 2 weeksweeks (Over 100,000 new fans100,000 new fans since June 1)b. Challenge Page received 900 ‘Likes’ in 2 weeksc. 1,500 new Twitter followers in 2 weeks (Over 12,000 new followers12,000 new followers since June 1)d. Total Twitter reach of more than 120,000 in 2 weekse. Over 12,000 views12,000 views of two related YouTube videos in 2 weeks

Cost: Less than $5,000$5,000Return: Over $440,000$440,000Long Term: Continued growth and engagement

43

Moving beyond the early adopters, we Moving beyond the early adopters, we will see will see aa majority of companies in majority of companies in 2011 start their investments in 2011 start their investments in social listening and engagementsocial listening and engagement, , and we will also see many leading and we will also see many leading brands demonstrate what an brands demonstrate what an enterprise wide social strategy looks enterprise wide social strategy looks like and showing us the power of like and showing us the power of getting the voice of the customer getting the voice of the customer closer to every employee.. closer to every employee.. Marcel LeBrun, CEOMarcel LeBrun, CEO

Radian6Radian6

Social Listening AND Engagement Go Social Listening AND Engagement Go MainstreamMainstream

As social becomes an integral channel, As social becomes an integral channel, and as insights on who matters, and who and as insights on who matters, and who doesn’t become quantified, handling this doesn’t become quantified, handling this efficiently becomes of paramount efficiently becomes of paramount importance.importance.

Listening Makes A DifferenceListening Makes A Difference

The Social Customer Engagement Index, 2011

Key Listening ScenariosKey Listening Scenarios

“Voice of Customer” insightsVoice of Customer” insights Reveal community themes Reveal community themes for message planningfor message planning Locate where relevant Locate where relevant conversations are taking placeconversations are taking place Influencer identificationInfluencer identification

Brand reputation and risk Brand reputation and risk managementmanagement Early warning for product and Early warning for product and service issuesservice issues Competitive trackingCompetitive tracking Monitor conversation trendsMonitor conversation trends

Campaign metrics and benchmarking Measure message reach

Community and influencer Community and influencer outreachoutreach Response to customer Response to customer feedbackfeedback

BRAND LISTENING MONTHLY REPORTBRAND LISTENING MONTHLY REPORTEXECUTIVE SUMMARYEXECUTIVE SUMMARY

XYZ Brand positive sentiment at 84%, down 4% from last month• XYZ appoints former PDQ CEO John Doe highly questioned

• XYZ extends the "maintenance duration" for software from Dec. 31, 2010, to March 31, 2013

XYZ iPad deployment spikes positive sentiment at 88%• World’s largest enterprise iPad rollout: XYZdeploys 1,000 iPads to employees, favorably viewedSentiment

Volume

Share of Voice

Themes

Nearly 50% of all brand conversation focused on three topics of HHH, new ceo implications for XYZ, and XYZ “Super App”

39% of all solution conversations around Super App reviews XYZ continues to make promises, but fails to reveal specifics for 2010

Mobile Sales "Super App“ widely discussed by industry

XYZ brand share of voice increased 1% vs. competitive set this month Key competitor topics driving SOV

MMM hires former DD CEO Adam Smith

JJJ announces “Power App at JJJ Supercon”

TTT unveils Social Mobile

Outsourcing cloud is a rising theme of conversation on industry blogs Belief that XYZ and competitors are in good positions to be deliverers of cloud-based services,

changing the landscape of outsourcing as we know it

Industry discussion around “the new age of highly integrated and optimized systems MBI and JJJ are seen as leaders of this space by analysts/ industry bloggers

47

““““The #1 use case we’re seeing of late is the triaging, prioritization, triaging, prioritization, automation and routing of customer automation and routing of customer tweets, status updates, and other tweets, status updates, and other information across the enterpriseinformation across the enterprise.

John Bastone, Global Product John Bastone, Global Product Marketing Manager, SASMarketing Manager, SAS

Strategic approach to mainstreaming Strategic approach to mainstreaming social datasocial data

As social becomes an integral channel, As social becomes an integral channel, and as insights on who matters, and who and as insights on who matters, and who doesn’t become quantified, handling this doesn’t become quantified, handling this efficiently becomes of paramount efficiently becomes of paramount importance.importance.

48

Integrations with other applications are Integrations with other applications are driving the decision-making of CRM driving the decision-making of CRM consumers.  Small businesses especially consumers.  Small businesses especially need a CRM solution that will need a CRM solution that will seamlessly seamlessly share information with their accounting, share information with their accounting, event planning, marketing and other event planning, marketing and other business tools no matter where they are business tools no matter where they are workingworking: online, offline, in social networks : online, offline, in social networks or on mobile systems. or on mobile systems. 

Pamela O’HaraPamela O’HaraPresident, BatchBluePresident, BatchBlue

Open and CollaborativeOpen and Collaborative

Social media is rapidly increasing inbound Social media is rapidly increasing inbound and outbound communication channels. For and outbound communication channels. For Social CRM, this means Social CRM, this means following threads following threads of conversations across live chat to of conversations across live chat to Twitter to the phoneTwitter to the phone and involving the right and involving the right responders -- whether that's customer responders -- whether that's customer support, the tech team or the marketing support, the tech team or the marketing director..director..

49

In 2011, once again, mobile CRM – In 2011, once again, mobile CRM – though more and more incorporating though more and more incorporating social profiles and featuressocial profiles and features - will become - will become the “thing”. It could be field service or the “thing”. It could be field service or consumer based mobile marketing consumer based mobile marketing applications or location based applications or location based sales/marketing tools for customers or sales/marketing tools for customers or smart tools for  your sales teams in the smart tools for  your sales teams in the field.  But it will be mobile. field.  But it will be mobile. 

Paul GreenbergPaul GreenbergAuthor, CRM Playa #1Author, CRM Playa #1

It will be MobileIt will be Mobile

Practitioners are going to increasingly Practitioners are going to increasingly demand better knowledge management demand better knowledge management toolstools from vendors as the practitioners from vendors as the practitioners realize that their customers – their social realize that their customers – their social customers – are not only demanding greater customers – are not only demanding greater transparency which translates into more transparency which translates into more knowledge about the companyknowledge about the company

SMB Case Study: HubspotExperiential Adoption Funnel

SMB Case Study: HubspotExperiential Adoption Funnel

BrentLeary.com

Mobile Web Mobile Web Self-ServiceSelf-Service

Mobile Web Mobile Web ChatChat

Mobile Web Mobile Web Guided Guided AssistanceAssistance

Mobile Web Mobile Web Ask A Ask A QuestionQuestion

Enabling the Mobile Web ExperienceEnabling the Mobile Web Experience

Image Courtesy of RNT

Arhaus Furniture & the iPadArhaus Furniture & the iPad

55

The Mobile Imperative…The Mobile Imperative…

Cloudy Future

The Subscription EconomyThe Subscription Economy

We think years from now businesses We think years from now businesses will find themselves will find themselves buying less and buying less and less products, and subscribing more less products, and subscribing more and more to servicesand more to services, whether , whether software services [like] Google software services [like] Google applications, or transportation services applications, or transportation services like a Zip car, or computing power from like a Zip car, or computing power from Storage, or collaboration from Box.net. Storage, or collaboration from Box.net.

We think the world is We think the world is shifting to a shifting to a subscription-based subscription-based economy.economy.

Tien Tzuo, Founder, ZuoraTien Tzuo, Founder, Zuora

58

It takes a community to raise a It takes a community to raise a customercustomer

No Website Model…In The Facebook No Website Model…In The Facebook EraEra

We decided, not only do we want to practice what we preach, but it’s the right move for the company strategically. Our customers are Our customers are already on Facebook, LinkedIn and already on Facebook, LinkedIn and TwitterTwitter; that is why they come to us in the first place. What better way to serve them than in a highly targeted personalized and social environment?

I think [social media] I think [social media] pages are the new pages are the new websites, especially if websites, especially if you are a small or you are a small or midsized company. midsized company.

Clara Shih, CEO – HearSayClara Shih, CEO – HearSayAuthor, The Facebook EraAuthor, The Facebook Era

Community & Marketplace Social Media Community & Marketplace Social Media Marketing ModelMarketing Model

SAP

Service Marketplace

BOC

BPX EcoHub

UAC

SDN

© SAP 2010 / Page 60

Crowd ServiceCrowd Service

0.30.7

1.9

2.52.5

EmailPhone/ click to call

*-100

Customer Communities

On-lineself-service

IVRWeb chat

Community-based customer support can offer Community-based customer support can offer significant cost savings, as well as other benefits significant cost savings, as well as other benefits

Support community 90%+ less costly than

phone

SOURCE: Gartner/Avaya, Linksys; McKinsey analysis

Benefits beyond direct cost savings▪ Increase customer

satisfaction and loyalty ▪ Drive increased revenue

(e.g., through recommendations)

▪ Increase productivity of support staff with knowledge base created by community

▪ Identify issues early on with new products

▪ Get inputs for future products

Cost per contact$ per contact

The Customer Experience is SocialThe Customer Experience is Social

Friends of friends

Socialweb

YourCommunitywww Site

YourBrand

Competitor A

Competitor B

InfluencersFriendsYourwwwSite

YourContactCenter

Earned Hosted Owned

Relationships Conversations Processes

Competitor C

64

Companies will struggle with the privacy Companies will struggle with the privacy issue.  We’ll begin to recognize the power issue.  We’ll begin to recognize the power of being able to "connect the dots" with of being able to "connect the dots" with respect to people and their online profiles respect to people and their online profiles and see some creative business and see some creative business applications.  But, applications.  But, this power will make this power will make consumers increasingly uncomfortable consumers increasingly uncomfortable (as evidenced by the recent news around (as evidenced by the recent news around Sony, Epsilon, etc.)Sony, Epsilon, etc.)

Dharmesh Shah, Co-founderDharmesh Shah, Co-founderHubspotHubspot

Privacy concerns will intensifyPrivacy concerns will intensify

We'll learn that success in social media is success in social media is not about auto-pilotnot about auto-pilot (the troubling example being all the auto-follow twitter software out there), but about power-steering.  We'll start to see tools that don't replace genuine conversations and connections -- but just make the process easier and take some of the manual labor out.

Expectations of the Social CustomerExpectations of the Social Customer

2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study

93%93% of Americans believe a company should have a presenceshould have a presence in social media 85%85% believe a company should not

only be present but also interact with interact with its consumers via social mediaits consumers via social media 56% of American consumers feel

both a stronger connection stronger connection with and better servedbetter served by companies when they can interact with them in a social media environment.

Thank You!Thank You!

Brent LearyBrent Leary BLEARY@CRM-ESSENTIALS.COM BlogBlog WWW.BRENTLEARY.COM TwitterTwitter WWW.TWITTER.COM/BRENTLEARY FacebookFacebook WWW.FACEBOOK.COM/BRENT.LEARYFree Social Contract eBookFree Social Contract eBook SocialCRMContract.comSocialCRMContract.com