Brent Leary and I had the opportunity to present the first ever session on Social Customer Relationship Management (Social CRM) at Blog World Expo 2010 in Las Vegas. The session is not about social media but instead looks at business applications of customer strategy and the evolution of CRM to Social CRM.

1. From Fans and Followers to Customer and Advocates Jacob Morgan and Brent Leary

5. High Level Challenges Are you having problems responding to customer requests? Are you losing to competitors? Are you closing enough deals? Do email campaigns work for you? Having trouble finding customer information quickly? Any issues sharing customer Information across the company? Are your sales people always in the office? Lost any good customers lately? Is the sales pipeline full?

7. Traditional CRM: How It All Fits Campaigns Forecast Accounts Opportunities Contacts Leads Analyzed to determine success CONVERT TO FEED TO GENERATE CONVERT TO FEED TO

8. Example of a Small Business Sales Cycle Marketing Collateral 10 % Likelihood of winning Needs Analysis 20 % Likelihood of winning Presentation 40 % Likelihood of winning Proposal 60 % Likelihood of winning Contract Submitted 80 % Likelihood of winning Closed Lost Negotiation 90 % Likelihood of winning Closed Won

9. CRM Timelime…. Contact Management Individual usage PC based CRM Suites SFA, MA, CSS: Workgroup Server bas ed Early 1990s Mid 1990s Today CRM On-demand Browser based Early 2000s Social CRM Mobile CRM Handheld Accessible from anywhere

10. Small Business Success Index, Network Solutions - 2010

11. Small Business Success Index, Network Solutions - 2010

14. Trust update

15. The Customer Experience is Social Friends of friends Social web Your Community www Site Your Brand Competitor A Competitor B Influencers Friends Your www Site Your Contact Center Competitor C Courtesy of RightNow Technologies Earned Hosted Owned Relationships Conversations Processes

16. Defining CRM… Socially Content Information Confidence Sales process Conversations Analyzed to determine success CONVERT TO FEED TO Exchanges Relationships Customer Partner Vendor Community Influencer GENERATE CONVERT TO CREATING

17. SOCIAL CRM CONTENT Automation COMMUNITY Facilitation LISTENING Automation SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT TRANSFORM Management

20. Agenda Created by Jeremiah Owyang and Ray Wang from Altimeter Group

21. Will Companies Succeed? “ By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value . Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure .” ~ Gartner Group

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24. Social Media and Social CRM

27. Mobile Web Self-Service Mobile Web Chat Mobile Web Guided Assistance Mobile Web Ask A Question Enabling the Mobile Web Experience Courtesy of RightNow Technologies

28. Self-Service Courtesy of RightNow Technologies

29. Crowd Service Courtesy of RightNow Technologies