Internet World 2011

8/13/2019 Internet World 2011

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I N T E R N E T W O R L D

2 0 1 1

F I N L A Y C A R M I C H A E L

C 2 S O F T W A R E

Social IntelligenceGet Ahead Integrating CRM with Web CMS & Mobile


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SocialIntelligence

SocialWebsite

MobileApplicationsSocial CMS


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Web Presence Evolved

No longer just marketing or pushing messages to customers Brands now talk to and collaborate with customers to solve business

problems Customers expect interaction on more than just the website

Twitter, Facebook, Linked In + ....

Content is fragmented across websites and social networks Sites involve customers in 2 Way Conversations

Embrace audience feedback Respond to stakeholder issues Use the web to build and maintain relationships Leverage off the viral potential and convenience of existing social networks

Large volume of business intelligence being generated To facilitate self-service To facilitate client to client conversations


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A Social Intelligence Approach?

Potential to harness online activity and intelligence for Increased brand awareness

Improved brand image

Improved customer service

Increased sales Improved customer retention

Reduced support costs

Reduced staff costs


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Social CMS

Traditionally content is published to a site

Advantage of the web is the potential for interactivity

Collaborative content is:

Engaging your audience as co-creators of the site Using feedback from the audience to create useful information

and guides for other users

Allowing the audience to take part in a conversation online

that becomes part of the site Facilitating clients to take the site in a direction that is client

focussed

Key to delivering a Web 2.0 Strategy


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Social CMS Features

User Centric - Personalisation / My Profile Page Forms / Polls / Surveys Registration / Interests Blogs Comments & Ratings Forums

Social Bookmarking Groups / Sub Communities Wikis Collaborative Content

Knowledge base Experiences Meetings ...

Media Sharing Photos Files Video ....


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PersonalHome Page

Access whatothers see

Choose animage for

your profile

Links

tailored toyour profile

type

Access theForums /

Discussions

Accesscontent youhave tagged

Build yournetwork of

contacts

Join andaccess

groups ofinterest

Upload &Share Files

Keepinformed onwhat yournetwork has

been up to

Join OnlineConversations


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Tag Cloud User Tagging

of Content(Folksonomy)

RSSSubscription tostay informed

Comments onBlog Post

Search Facility

BlogClassification

CommunityRating System


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Blogger Profile

Allow others toconsume asthey wish

Easy to findcontent of

interest


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Comment & Rating

Quick Rating

InviteComments

SubscriptionTools

Find Content

byClassification


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Simple & EffectiveWYSIWYG Editor

Tiny MCE

Posting Options

User classification/ tagging of Post


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Access to Content is Evolving

Evolution away from PC only browsing

Many Browsers Firefox, Chrome, Opera, Safari, IE + ...

Many Devices & Platforms Tablets, Phones, TVs, Consoles + ...

iOS, Android, Symbian, Wii + ....

Many Applications Web Apps, Native Apps, TV apps + more

People spend dead time on theirphones looking for engaging content andapplications


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Integrated Social Networks

SocialIntelligence

InteractiveWebsite

MobileApplications

SocialCMS

SocialNetworks


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Content is Distributed

Website, Intranet, Extranets

Twitter

Facebook

LinkedIn Flickr

YouTube

iTunes Podcasts

My Space, Picasa, Foursquare and more..... Distributed content easier to find. Viral marketing potential


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Bringing Content Back In

Social

CMS

WebsiteInteraction


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SocialIntelligence

InteractiveWebsite

MobileApplications

Social CMSSocial

Networks

SocialCRM


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Social CRM

Traditionally reflected a 1-1 relationship betweenyou and your customer

Social media & collaborative sites change this

Now CRM needs to handle Public conversations with your client

Conversations client to client(s)

Social customer has relationship with other customers and isinfluencer / brand advocate

Different types of relationships between influencers,advocates, competitors and the media

Gather what is happening on Social Networks for Analysis &Action


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XRM & Social CRM

Evolved to XRM with Potential for Social CRM

Customisable Data structures, relationships & Workflow,Process Automation

Examples Dynamics CRM, Salesforce CRM

XRM

X Anything Content Management

Combined with the Web and Social Networks

Makes Social CRM Gather interactions e.g. Tweets and Flag for Action

Sentiment Analysis


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Integration

Conversations are going on online about the brand

Clients are interacting on websites

Clients expectations have risen with expectations

that they can do more themselves Social CRM has potential to:

Capture what is important in these interactions

Provide customer knowledge to improve the online experience

Alert businesses to take online action

Social CRM is the Glue to hold the componentparts together


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Why? The Business Drivers

Drive Sales Customer Recommendation / Research Self Service Reduces Costs/labour/errors

Customer service self help networks / improve serviceanytime

Understand & alert to Brand conversations

Competitor conversations

Build brand and understand the market

Personalisation improved customer service / Drive sales Brand protection and management / reduced risk

Facilitate Support & Customer Retention


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Example CRM Interactions

User

Registration

Social

CRM

Website

Back Office

Network

Record Interaction

Alert

Manage

Action

Track

Update

Report

Business Process

Tweet

Social Comment

Purchase

BookingUser

Details

Help Status

Order History

Event Bookings

Browse / Usage


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Example Interactions

Promote Interaction

Service Interaction

Product Innovation / Feedback

Brand Protection Support


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Promotion Example

Potential customer Tweets or Posts on Forum

Another existing customer responds Client Researches

Sales people alerted / follow up Turn customers into advocate

Customers interact with friends and customers Influence network viral impact


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Support Case Study

Live example for Learndirect

Case Management Online for improved customerservice

One view of the support world Potential to share resolutions with whole community

Reduces calls to help desk and provide Organisationwide view of issues


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Web form to

raise Request


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Case is passed into

the back office CRM

Case can be

reviewed and status

assigned

Case assignment

concept


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Status of all existing

Requests


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Notes can be added

from the website or

entered directly into

the CRM


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Support/KB Example

Support forums Knowledge base built via CRM - Repurpose content

Credit to customer, advocate sees that you value their input

Client creates content

Client responds

Knowledge adopted by company

Solution facilitates client self-help and buildsvaluable intellectual base

Alerts to product issues / addresses

Also exposes, but in a way that can be managed


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Customer to Customer Example

GlobalScot CRM

Customer to Customer Help Network facilitated bySocial CRM

Company raises online request for help with Peoplein specific locations & market

Area/Market experts respond online with advice

Interactions facilitated by CRM and where

appropriate shared

Activity recorded in CRM


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GlobalScot Personalised Portal


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Search for Right Person


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Help Requests in CRM


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Activity Recorded


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Brand Protection


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Brand Protection


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Ecommerce

EcommerceView Product

Add to Basket

Purchase

People who liked Y liked X

Offers Rules based location, activity ....

Push Email out via CMS based on actions

1 day after viewing offer


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Mobile

Mobile content tailored to channel demand

Customer Check In Foursquare, Facebook, others

Check in Rewards? Incentive to drive sales and

measure impact in CRM With their permission understand the geographic

nature of customers

Bring the engagement of the community to the

mobile so they can interact with things of interestduring their dead time


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Business Intelligence / Reporting

Understand Web site usage Understand Community Interaction

Measure Business Value

Target partners and client by Activity Reporting may be integrated with CRM

Integrated Analytics CMS

Social Networking Sentiment Analysis All Pages

Email Marketing

Community


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Our Recommendation

Social Media strategy

CMS / Website strategy

CRM strategy

Mobile strategy (x)CRM Glue the pieces together

Create a joined up view for the organisation

Gather the business intelligence


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Social Intelligence Solution

SocialIntelligence

InteractiveWebsite

MobileApplications

Social CMSSocial

Networks

SocialCRM


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The C2 Solution Stack

SocialIntelligence

WebsiteDriven from

CMS

Mobile Web

ApplicationDriven from

CMS

Activedition

Social CMSSocial

Networks

Dynamics

CRM&

Salesforce


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Internet World 2011

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