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Social CRM or CRM 2.0:CRM That Leverages the Social Web

Holistic

SocialMedia

CRMSocialCRM

Holistic

SocialMedia

CRMSocialCRM

Whyyour company needs CRM?

Whatis CRM?

company-wide business strategyreduce costs& increase profitability

bringstogether info from all data sources within anorganization

to getholistic view of each customer at near-real timeallows customer facing employees- sales, marketing,

support, to make quick yet informed decisions oneverythingfromcross-sellingand up-selling opportunities

★to target marketing strategies to competitivepositioningtactics

DestinationCRM- Feb 2002

“CRMremainsa major focus for businessexecutives, because the goals of acquiring,

developing and retainingcustomers ina profitablemanner are timeless,” said Ed Thompson, VP and

distinguished analyst at Gartner.

--------------------------------------------------------

WithoutCRM, you will losecustomers andbusinessfaster thantheeffectsofa tough

economic condition.

Gartner& The RecessionaryEconomy

TraditionalCRM 1.0

Uses newonlinechannels

and newcommunication

tools Trusts inadvicesmade

by onlineacquaintancesandstrangers

Tends to buymoreonlinethanoffline

Wants toprovide

feedbackabouttheproduct and

customerservice

Expects bettercustomer

experience

Readsandcreatesproduct

reviews,product

rankingsandblog posts

Seeks supportto connect with

like-mindedpeers

The newSocial

Customer

Web 2.0Stimulated

Social CRM or CRM 2.0

Social Web:New Challenges

Online ActivityRank Sector Global ReachGlobal Reach Increase in

‘08 ‘07 Rank

1 Search 85.9% 84% 1.9%

2 General Interests, 85.2% 83.4% 1.9%Portals, Communities

3 Software 73.4% 72% 1.4%Manufacturers

4 Member 66.8% 61.5% 5.4%Communities

5 Email 65.1% 62.5% 2.7%

Nielsen’s March 2009 “Global Faces and Networked Places” Social Networking Report:www.nielsen-online.com/pr/pr_090309.pdf

www.nielsen-online.com/pr/pr_090309.pdf

Social Web:New Challenges

CRM NewC

Customer’sExpectations

TraditionalCRM

analyzed to determine success

Comparison:CRM 1.0vs 2.0

analyzed to determine success

Comparison:CRM 1.0vs 2.0

SocialCRM- Automating the Conversation Process

converting content to conversationsextending conversations into collaborative experiences

transforming experiences into meaningful relationships

Comparison:CRM 1.0vs 2.0

Salesforce Service Cloud

SugarCRM

On Demand CRMMitch Lieberman Paul Greenberg

MarketBright

HelpStream

RightNow

Jeremiah Owyang

Valeria Maltoni

A Prem Kumar

Brian Solis

Brent LearyDenis Pombriant

Hype?Whatit is and is not?

Peoplelikedoingbusiness withpeoplethey like;lovedoingbusiness with people they trust

Leverage web for!

More ... Listening,sharing&participating ...!

Less Talking 1.0,selling and marketing 1.0 style

Question:Not “if”but “how”

The Social Customer’sTools

• Fordhasa SocialMediaHead!- ScottMonty

• “Social Media is not anafterthought”- integrated with

marketing strategy• Fordhanded keys to 100new“Fiesta’ for testing

http://www.inquisitr.com/21526/ford-tries-the-ultimate-social-media-experiment/

ultimate-social-media-experiment/

Real World Experiences

• “Brand conversations are nolonger one way”- Simon Clift

CMO• “Communicate about deeper

issues”• Marketing Programs with

socialbenefits-Lifebuoy Prog

http://adage.com/digital/article?article_id=135943

http://adage.com/digital/article?article_id=135943

Real World Experiences

• Useof online listeningplatforms and social networks• Justin Ball’s Mor.ph Review

• Global community participantforemergent industries

Real World Experiences

“It’s not supposed to bea closing tool. Social media isanopening tool,away to keep lines of

communicationopenandmaybe evenkeep pipelinesfull. It mighteven help reduce the sales cycle.”

Itsvalue is in developing the kinds of relationships thatserve you overtime, if you’rea sales person, in

pursuingopportunities and finding leads& developingthekindof salesintelligence that provides you with the

insight inmaking your job easierandbetter.

ROI?

Valuable Contributors ShapingSocialCRM(all ofwhom youcanfind and engage ONLINE!)

Slides: Brent Leary’s ‘Social CRM:NotYourFather’s CRM’ and Fabio Cipriani’s ‘Social CRM’

CRM Analysts: Paul Greenberg(@pgreenblog), Brent Leary(@brentleary), A. Prem Kumar(@scorpfromhell), Bob

Thompson (@bob_thompson), Mitch Lieberman (@mjliebs),Shane Gibson(@shanegibson), Denis Pombriant

(@denispombriant)

SocialMedia: Brian Solis(@brian_solis), Jeremiah Owyang(@jowyang)

Acknowledgment!

twitter: www.twitter.com/friarminoremail:[email protected]:www.friarminor.com

www.g2ix.com/bloghttp://blog.mor.ph

resources: www.delicious.com/friarminor

Connect :)


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