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Turning Social Media into Profits in the Beer Business September 20, 2012
Turning Social Media into Profits in the Beer Business
September 20, 2012
Today’s Speaker
Chris Bucholtz, Editor-in-Chief, CRMEditor in Chief, CRM Outsiders, SugarCRM
Contact:Contact:[email protected]: @bucholtzwww.CRMOutsiders.com
9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 2©2012 SugarCRM Inc. All rights reserved.
Sponsored by:
Blythecowww.blytheco.com, www.beerstrategy.comwww.blytheco.com, www.beerstrategy.comBusiness technology experts – ERP, CRM, HRMS, Marketing Consulting and AutomationF ll T i @bl h llFollow us on Twitter @blythecollc
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DefinitionsSocial CRMSocial CRM
A philosophy and a business strategy, supported by a gy, pp ytechnology platform, business rules, workflow, processes and social characteristics designed tosocial characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent b i i tbusiness environment.It's the company's response to the customer's ownership of thecustomer s ownership of the conversation.
DefinitionsSocial MediaSocial Media
Social media includes the various online technology gytools that enable people to communicate easily via the Internet to share information and resources. Social media can incl de te t a dio ideo imagesSocial media can include text, audio, video, images, podcasts, and other multimedia communications.
DefinitionsHow are they different?How are they different?
Social Media refers to the channels customers are using to talk to friends, family, peers b sinesses and otherpeers, businesses and other entities
Social CRM is business’s strategy for capitalizing on th h lthese new channels
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SCRM in a B2B context
N b f tNumber of customers is smaller
Requires a higher degree of intimacy
Communications must be about the needs ofbe about the needs of the customer
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SCRM in a B2C Context
N b fNumber of customers can be vastvast
Requires less specificity, but more care in tailoring a message for themessage for the masses
Needs of customers still critical – but so is engagementis engagement
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What SCRM looks like in practiceFew businesses e bus esseshave start-to-finish strategies
Many are scraping socialscraping social data into CRM
FFew are engaging yet
Two-way interactions make SCRM powerful
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Mobile CRM
M CRM ff thMoves CRM off the desktop
Makes CRM a tool for more users
Paves the way for better CRM adoptionCRM adoption
Opens the door for interesting new applications of CRM
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Mobile expands CRM’s “how and who”
Not just a tool for field salessales
Service and delivery l b fipersonnel can benefit
Workers don’t just work atWorkers don t just work at their desks anymore
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Mobile CRM: distributors and manufacturers
Mobile allows access to a more completeto a more complete set of data
M bil k llMobile keeps all people in the field up to dateto date
Mobile allows rapid responses to customer circumstancescircumstances
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Technical Concerns
Security
Usability
Off-line UseOff-line Use
“BYOD”
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The convergence of social and mobile
Much customer content in social media comes from mobile devices
Capturing andCapturing and understanding that data allows businesses to become more responsive
It’s a two way mediumIt s a two-way medium
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Social and Mobile encourage customer engagement
Mobile Offers and promotions
More data forMore data for sentiment analysis
Data closer to “where it happens”
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Social and Mobile amplify each other’s impact
Time
Place
R l i hi i R l TiRelationships in Real Time
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Unique opportunities in beer
Introduction of new productsnew products
Timely tracking f iof sentiment
Loyalty-buildingLoyalty building programs
Chances to spot new customers
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Customers and customer loyalty
Mobile ContestsContests
Engagement i T ivia Twitter
FacebookFacebook
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Product co-creation
Virtual Focus GroupsGroups
Naming CContests
Grade SeasonalGrade Seasonal Brews
Ask for Suggestions
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Feedback from the field
Wh t l iWhat are people saying about your product and your loyalty efforts?your loyalty efforts?
More importantly: what are people saying about your COMPETITORS products and loyaltyproducts and loyalty efforts?
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New, powerful sales data
Social + Mobile: who’s saying what about your product – and where
How are promotions being viewed by customers?
Where are people NOT talking about your products?9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 21
Going to NBWA’s Annual Convention?
San Diego, October 14-17“Social Media 102: The Next Step” – Monday,Social Media 102: The Next Step Monday, October 15 at 7:30am.Visit Booth 417 for a free website marketing
l i !evaluation!
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More Resources for the Beer Business
Recorded webinarsPaperless ProcessingPaperless ProcessingBrand Protection and Trademarking
Beer Brief WhitepapersBeer Brief WhitepapersReducing Costs and Gaining Efficiencies with Supply Chain AutomationStrategies for Improving Relationships and Revenues for Brewers and DistributorsBuild a positive work cultureBuild a positive work culture
Visit www.beerstrategy.com
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