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Social CRM (sCRM)
November 5, 2013
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· The Evolution of CRM to sCRM· sCRM changes things for an organization· A truly customer centric organizations
requires change· Big Data Solutions· Collaboration/Communication Enablers
Agenda
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· Content is everywhere; it’s accessible; it’s free. People are more informed than ever before.
· We’re moving from an era of mass communications to being a mass of communicators, with more people trusting the communicators.
· This wealth of content and conversations has enabled data-driven solutions to filter out the noise and provide companies actionable insights.
· It is eliminating the guesswork for all of us.· It has the ability to allow business to make smarter
decisions.
Today’s Truisms:
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ONE-to-ONE Marketing has evolved from Transaction to Interaction...
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…With Customers becoming increasingly part of the communication/offer message.
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Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's the company's response to the customer's ownership of the conversation.
“
”Paul Greenberg, Social CRM Author
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Social data gives brands the opportunity to move from segments to individuals
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Social data gives brands the opportunity to move from demographics to actual consumer insights in real time.
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Look and Listen
Establish a
Social Footprin
t
Engage
Increase Your
Social Currency
Build Your Community
Social Enterpris
e
Basic consumer expectations Differentiating Experiences Operational Sustainability
Social media intelligence is defining the way business is structured, as a dynamic, customer centric and
responsive culture.
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Social Media Maturity
Monitor conversation
Social platforms: FB, LI, Twitter,
Foursquare
Define voice and tone
Start conversations
Reach out to brand
advocates
Address issues driving complaints
Regular reporting
Media sites: Youtube, Flickr,
Instagram, Pinterest
Engage existing
networks
Custom response
Empower external
advocates
Social commerce
Social media education
Blogs and podcasts,
forums and boards
Participate in existing
conversations
Non-social content goes
social
Empower internal
advocates
Develop internal data workflow processes
Monitor growth of emerging technology
Supported by SEO
Respond to wall,
comments
Geo-targeting social, mobile
Allow for community
defense
Adapt products, services and policies
Clear ownership and
governance
Active growth of social asset
base
Quality vs. quantity follower
refinement
Appropriate staffing
(governance)
Location-based community
building
Collaboration systems among all
stakeholders
Designate community manager
Design for social
longevity
Social and web integration
Identify social influence
Social CRM
Social media monitoring
tools
Social marketing
tools
Advanced social analytics
Content management and curation
Social Media ROI
Look and Listen
Establish a
Social Footprin
t
Engage
Increase Your
Social Currency
Build Your Community
Social Enterpris
e
Source: Social Wisdom, Laurie Dillon Schalk
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Traditional CRM
InquiriesPurchasesReturnsInvoicesComplaintsPhone CallsEmailsTransactions
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Social CRM refinedInquiriesPurchasesReturnsInvoicesComplaintsPhone CallsEmailsTransactions
Where does s/he go? What does s/he do? What does s/he like? What TV program(s) does s/he watch?What are the favourite movie genres? What does s/he hate?Who does s/he speak to?What does s/he talk about?What does s/he share?What are his/her hobbies?What events does s/he attend?What else does s/he buy?What does s/he search for?Plus:
How often does s/he check-in at XYZ?What does s/he say about the products?What does s/he say about the company?What does s/he say about the prices?Does s/he go to the competition? When? How often?What does s/he say about the competition?
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The shorter the time between the customer’s “stated need” and the ensuing relevant response increases the probability of response.
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Tap into the data generated at each touch point along the customer decision journey
65% learn about
brand products/ser
vices
53% compliment
brands
70% listen to other experiences
50% express
complaints/concerns about
brands
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Leverage Interactions and Insights to Optimize Response Probabilities
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Social CRM can complement existing internal operations by enriching them with client-facing external activities
Social CRM (External)Client Facing Operations
Enterprise 2.0 (Internal)Internal Operations
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How to continuously leverage social customer insights to develop a Social CRM Strategy
Monitor Map ManageMiddlewa
reMeasur
e
What is being said?
Who is saying it?
Where should it go?
How do I get it there?
Is it working?
Listening capabilities in social media.
Linking social profiles to company records.
Mgt systems to provide insights to the right
teams at the right times.
Data seamlessly flows from external to
internal
Tracking the effectiveness of CRM goals.
Resource: Altimeter: New rules for relationship mgt.
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We consistently upload our identities and propensities….They, in turn, become quantified
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Understanding Intent – At Scale
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Technology can help us listen to everything that’s being said about ourselves, our
company, our brand…….But finding that one key, that game-
changing insight in a sea of chatter and then actually doing something about it is another
story.
David Armano
“
”
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…understand intent
My car died
again!!
Sometimes I wish I could just trade in this dud for
something that works!
I can only afford to buy a
low-end Toyota!
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…match user intent to the business intent
My car died
again!!
I can only afford to buy a
low-end Toyota!
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…structure relevant responses based on customer need….allow business to personalize or automate responses in real time
My car died
again!!
At your service!
I think we can help!
I can only afford to buy a
low-end Toyota!
Service Intent
Purchase intent
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this changes the game for business
• …puts the business directly in contact with a prospect
• …provides actionable user insight to optimize business response
• …provides the ability to scale social responses
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Advocacy Identification and Social Profiles
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Meet Kevin Patrick Robbins
4,047 Tweets883 followers on Twitter74 friends on Facebook
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A local guy, Kevin appears to have grown up in Toronto. He talks about Toronto a lot. He also does comedy, video/photography and theatre. He’s also clearly a big dog fan.
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Yesterday on Facebook
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To which his friends responded:
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To which his friends responded:
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Here are Kevin’s other social accounts:
https://twitter.com/kprobbinshttps://www.facebook.com/kevinpatrickrobbins/posts/10151850798409406http://instagram.com/kevinpatrickrobbinshttps://foursquare.com/kprobbinshttp://www.kprobbins.com
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Task: Use mobile data to identify people within proximity of Bank X Queens Quay location
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Validate demographics, how long they’re in the Queens Quay Bank X Location
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Identify home and shopping patterns
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• What if we overlaid social accounts against those who visited those users?
• What if we further identified who were existing customers?
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A truly customer centric organization requires some changes…
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IT Integration
Structure
Process
· Goal: Create a single view of the customer
· The value in socialCRM: having a holistic view of the customer beyond transactions
· Transform how customer data is collected, analyzed and shared
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Creating a Social Culture
Process
· Walk in the Customer’s shoes
· Build relationships based on trust
· Build advocacy· Build efficiency· Maximize customer
experience at all touch points
· Build accountability at the edge
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Demands of Data
Process
· Data validity?· Who has access?· How much data is
too much?· Data Vulnerability· Who owns the data?· Regulatory and
Privacy impacts
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Compliance· What can you say in social?· How do you deal with
complaints on forums?· How do you adapt “proper
disclosure” on social networks?
· Who has the authority to engage on social networks?
· Are there policies and practices in place?
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· Enable social marketing to the branch/field levels
· Reduce silos in social channels and integrate into customer decision journey
· Deliver deeper engagement and value· Move from push marketing in social
channels to embedding social at all touch points
· Creating a single view of the customer
Priorities in operationalizing “social”:
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Centre of Excellence
Enterprise
Branch/Field
Line of Business/Region
· Where oversight and control emerge in social media
· Cascading content, communications and tactics from HQ to Field… and back
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Start State
Enterprise
Line of Business/Region
· Silos· No alignment· Inconsistent
messaging· Duplication· Communication
gaps · Minimal cross-
functional learning · No coordination
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Preferred End StateEnterprise
Line of Business/Region
· Earned media· Lead generation· Increased efficiency· Actionable insight· Coordinated efforts· Familiar and capable · Improved
communication flow· Strengthened
customer retention
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Workflow and Communication Enablers
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Enablers – Yammer Enterprise Social Network
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The Opportunity: Customers Broadcasting Buying Signs
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Enablers – Kaleo Knowledge Sharing