Is Social CRM Reaching It's Promise?

Delivering on SCRM’s Promise…?
Brent Leary
CRM Essentials

Mad as…
I'm just a citizen, a consumer, a guy who has my own printing press - my weblog, BuzzMachine.com - and I get to use it however I want. - Jeff Jarvis, 2005

Monitors 22K online conversations daily

The 3 Commandments
1 Read blogs. At Technorati.com or Icerocket.com, search for what people say about your brand. Don't think of bloggers as strange beasts blathering, but as people, just customers. Beats any focus group.
2 Talk with your consumers. A Dell PR executive told blogger and Houston Chronicle columnist Dwight Silverman that the company's blog policy was, in Silverman's words, "look, don't touch". How insulting: You ignore you customers. How much better it would be to ask their advice. Beats any consultant.
3 Blog. If execs at Microsoft, Sun, and even GM can, you can. Show that you are open and unafraid to engage your public. Beats PR.
Jeff Jarvis

Social CRM
“The company’s programmatic response to the customer’s control of the conversation”
Paul Greenberg, Godfather of Social CRM

What’s changed…what hasn’t?
Philosophy
Behavior
Activity
Expectation

In Tech We Trust….
Edelman Trust Barometer, 2011

Edelman Trust Barometer, 2011

Welcome the theZettabyte Era
By 2020, the amount of data will have grown 44-fold, to 35 trillion gigabytes
Cisco, 2011

Getting in the palm of their hands…
At Intuit good numbers of our customers are now coming to us solely through the mobile device. In the past, they would start out with a Web-based application and desktop products, then use the mobile device as a supplement. Now we see folks interacting with our products solely through mobile.
Trevor Dryer – Intuit Program Manager, Mobile Payments

A Tale of Two iPads…

93%of Americans believe a company should have a presencein social media
85% believe a company should not only be present but also interact with its consumers via social media
56%of American consumers feel both a stronger connectionwith and better servedby companies when they can interact with them in a social media environment.
2008 Cone Business in Social Media Study

If It Ain’t Broke, Make It Better…

March Madness ON DEMANDA Brand New Experience
#1 free app for both iPhone and iPad in the App store (3/17 & 3/18)
36% of all streams for were from the iPad and iPhone apps (3/17-20)
An average of 92.9 minutes per daily unique visitor (3/17-20)
MMOD delivered a 63% increase in total visits across the MMOD broadband and mobile products
13.7 million total hours of live streaming video consumed. (11.7M total in 2010)
“I’m not sure I need a television anymore. By opening the floodgates, the NCAA and CBS is fit to deliver a true revolution in sports. And in returnthey’ll get audience data, captivity and flexibility like no sports broadcasting has ever seen before”.
FastCompany, April 2011

Humanizing the Big Box

Improving the life experience of a customer goes beyond improving their experience as your customer

Evolution of Experience

What needs to change?
Philosophy
Behavior
Activity
Expectation

Embracing CMR: Customer Managed Relationships
“The challenge is that most companies have been wired from the ground up to operate in a world of company-controlled communication, and they're simply not equipped to engage in conversations. But, the rules have changed.”
Greg Gianforte, CEO of RightNow Technologies

Pushing Marketing 1.0 messages over Marketing 2.0 Channels Won’t Work
The financial cost of pushing content is negligible, but can costyou everything…

Data
Information
Insights
Empathy
Action
Interaction
Trust

CRM or CIM? Customer InformationMgmt
Traditional CRM Strategy Focus
Centralize Customer Data
Operational Efficiency
Forecasting
Activity Management
Reporting
But What About THE CUSTOMER???

SOCIAL CRM
LISTENINGAutomation
CulturalManagement
CONTENTAutomation
SOCIAL
CUSTOMER
RELATIONSHIP
MANAGEMENT
COMMUNITY
Facilitation
“In our view, social customer care will no longer be an afterthought or an adjunct to Social CRM; it will sit squarely at the core of business strategy alongside other forms of customer interaction”.

Components
Voice of the Customer
Mission and Vision
Objectives
Business Requirements
Processes Assessments
Business Case including costs/TCO
Risk Assessment
Metrics/Benchmarks/ROI
Culture
Communications
Vendor Selection Strategy Model Project (Pilots)
SOCIAL CRM

Social CRM….by the Numbers
40% increase in spending for social marketing, sales and service in 2010
Expects Social CRM spending to reach $1B by end of 2012
More than 100 vendors with Social CRM offerings
B2B spending on Social CRM will account for 30% of market by 2015
Gartner, July 2011

Customer Experience vs. Life Experience
“The more we as technology vendors give you choices, by integrating our products with other helpful products, the better it is for you.”
“If that includes integrating with another product that might also integrate with our competitors, that's okay. We are going to win you because we are a better partner, not because we are holding you hostage”.
Pamela O’Hara, BatchBlue

Social Media Usage For Business Activities
Structured Users – Interest, Adoption and Level of Satisfaction
Small Business
Customer Focus
Generate more
web site traffic
Generate new leads
Very
Satisfied
Improve market awareness
Of the company
Connect with
people who
aren't customers
Improve service/support and customer retention
Company/Brand
Focus
Internal Focus
Bring voice of the customer into the company
Improve internal collaboration
Analyze data to improve knowledge of market
Get input for product
development
Aid new employee
recruitment
Interest in activity
Very
Dissatisfied
High Level
Low Level
Sample Size = 131
8/12/2011
SMB Group Confidential
34

The Company thatContentBuilt

Inbound Marketing software & advice that helps SMB businesses grow
2006
5,000+
500,000+
98%
270+
Founded
Customers
Monthly leads generated by customers
Customer Retention
Employees

Content withUtility

Content withContext

Content withCharacter

Content withCommunity

Content withConversion
600K Email List
123K+ Twitter Followers
30K+ Facebook Fans
62K LinkedIn Group Members
40K leads monthly
35% Conversion Rate (Up from 28% 2 years ago)
5K Customers
$32M capital raised from Google, Salesforce.com & Sequoia

Social Impact
Generated well over 600,000 visits last year from social
Experimented with promoted tweets, experimented with a variety of different social elements
Tens of thousands of leads from social
Social is not the 'top' driver of leads but is a HUGE driver of additional traffic, prospects and 'opportunities' to engage in the conversation

Going Social – Inside & Out

15,000 insurance agents/ independent brokers
Farmers Group provides marketing, advertising, legal, regulatory and compliance support
Agents have personal relationships with individuals
Agents must go where their communities are

Agent to Community
15K Agents – 1400 Facebook Pages
1000 Facebook Pages – Less than 10 Fans
Not enough content
Content meeting compliance requirements

Agent to Community
Push content down to local agents
Local agents can edit & push to Facebook
Monitor content for compliance
Collaboration
Farmers to agent
Agent to agent

“ I feel proud to work at a company that’s so forward thinking and innovative”
Agent adoption leading to success
Agent-to-Agent collaboration has accelerated adoption
1000 new Facebook Fans in a month for one agent
Traced significant number of policies sold back to agent interaction on Facebook

8,000 customer service reps
14M retail customers
2M monthly customer contacts
Annual revenues of £8,297 million generated in 2009-10
Customer Service in a social media world

We’ve industrialized social byempowering our people to engage directly with our customers – our team not only manage our service channels but also manage our core marketing presences thus acting as a social production unit. We did this because firstly, it allowed us to flow service queries that came in via separate channels into BTCare, keep the tone consistent and also allow for scalability
BianSalins, Head of Social Media Innovation, BT Customer Service

BT in the social space
Links
Twitter: http://www.twitter.com/btcare
YouTube: http://www.youtube.com/btcare
Community: http://www.bt.com/community
Facebook: http://www.facebook.com/BTUK

Building a Community
51
Community Leader Programme:
The Lounge:
4,655 messages posted
376 ratings from other users
76.5 full days spent online reading over 155k messages and helping our customers
Ideas Bank:
Live Discussions:

The outcome

The Outcome
Able to demonstrate saving BT $330K pounds per year
Community savings – now $60K pounds a month
28,000registered users
Peer to peer support forum 500,000 user sessions per week
90% of customers more likely to stay after dealing with BTCare
50% are likely to recommend after dealing with BTCare
Now we work as a team (PR-Marketing–Service)

It’s the Subscription Economy, Stupid…
We think years from now businesses will find themselves buying less and less products, and subscribing more and more to services, whether software services [like] Google applications, or transportation services like a Zip car, or computing power from Storage, or collaboration from Box.net.
“We think the world is shifting to a subscription-based economy”.
TienTzuo, Founder, Zuora

Promise isn’t promised to us…

“The #1 use case we’re seeing of late is the triaging, prioritizing, automating and routing of customer tweets, status updates, and other information across the enterprise”.
John Bastone, Global Product
Marketing Manager, SAS
“As social becomes an integral channel, and as insights on who matters, and who doesn’t become quantified, handling this efficiently becomes of paramount importance”.
John Bastone, Global Product
Marketing Manager, SAS
57

Privacy concerns will intensify
Companies will struggle with the privacy issue. We’ll begin to recognize the power of being able to "connect the dots" with respect to people and their online profiles and see some creative business applications. But, this power will make consumers increasingly uncomfortable (as evidenced by the news around Sony, Epsilon, etc.)
We'll learn that success in social media is not about auto-pilot (the troubling example being all the auto-follow twitter software out there), but about power-steering. We'll start to see tools that don't replace genuine conversations and connections -- but just make the process easier and take some of the manual labor out.
Dharmesh Shah, Co-founder
Hubspot
58

The Revolution will be Measurized

Comparison of Ad Hoc and Strategic Users: Track and Measure Social Media
8/12/2011
SMB Group and CRM Essentials Confidential
60
Medium Business
Sample Size = 103

Measuring the Social Customer…Beyond the Transaction
Customer Lifetime Value (CLV)
+ Customer Lifetime Influence (CLI)
+ Customer Lifetime Activity
= Value of your social customer

Thank You!
@BrentLeary
BrentLeary.com

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Is Social CRM Reaching It's Promise?

by Brent Leary on Aug 12, 2011

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Is Social CRM Reaching It’s Promise? Presentation Transcript