Brent Leary, CRM Essentials

About Me….Before 2004 CRM implementation consultant. Salesforce.com and Microsoft CRM certified partners Customers include local small businesses like ERS, Icebox Reads Inc., Entrepreneur, Wall Street, Black Enterprise

About Me….After 2004 CRM industry analyst, advisor, strategic consultant Customers include Intuit, Microsoft, RIM, Sage Quoted in Inc., Entrepreneur, Wall Street, Black Enterprise

OK….So What Happened? First Article Blogging Podcasting Social Networking Barack 2.0 April 2008 – Will Barack Obama be our first CRM president? February 2007 November 2006 Technology For Business Sake June 2005 Brent’s CRM Blog March 2004 . DestinationCRM.com

April 2008 – Will Barack Obama be our first CRM president?

February 2007

November 2006 Technology For Business Sake

June 2005 Brent’s CRM Blog

March 2004 . DestinationCRM.com

Sales & Marketing Challenges The Problem Avg. Business has 7% awareness 90%+ of market not ready to buy Awareness = 6-7 touches per yr 80% of new sales take 8-15 contacts to gain interest Avg. salesperson abandons after 1-2 calls 50% of all leads buy – in 6-18 months Result Huge numbers of missed opportuniti es * Source: Cargill Consulting Group, Inc., Griffin Consulting Group, Sales & Marketing Mgmt Magazine, Harvard Business Review, Dartnell Institute

The Problem

Avg. Business has 7% awareness

90%+ of market not ready to buy

Awareness = 6-7 touches per yr

80% of new sales take 8-15 contacts to gain interest

Avg. salesperson abandons after 1-2 calls

50% of all leads buy – in 6-18 months

Result

Huge numbers of missed opportuniti es

* Source: Cargill Consulting Group, Inc., Griffin Consulting Group, Sales & Marketing Mgmt Magazine, Harvard Business Review, Dartnell Institute

“ Social” challenges Finding time to turn good customers into advocates Finding enough good customers Creating opportunities for meaningful exchanges Creating opportunities for prospects to find us Need to automate time consuming tasks keeping you from creating advocates: Creating attractive content appealing to good prospects Responding to Leads Quickly, Correctly and Effectively Closing more good deals efficiently

Finding time to turn good customers into advocates

Finding enough good customers

Creating opportunities for meaningful exchanges

Creating opportunities for prospects to find us

Need to automate time consuming tasks keeping you from creating advocates:

Creating attractive content appealing to good prospects

Responding to Leads Quickly, Correctly and Effectively

Closing more good deals efficiently

“ Social” challenges… to The Customer Finding time to turn searches into answers/solutions Finding enough trusted information Finding trusted vendors Finding vendors who value them Creating opportunities for meaningful exchanges

Finding time to turn searches into answers/solutions

Finding enough trusted information

Finding trusted vendors

Finding vendors who value them

Creating opportunities for meaningful exchanges

By 2010 Gen Y will outnumber Baby Boomers…. 96% of them have joined a social network 1 out of 8 couples married in the U.S. last year met via social media 34% of bloggers post opinions about products & brands 25% of Americans in the past month said they watched a short video… on their phone Socialnomics.net - 2009

By 2010 Gen Y will outnumber Baby Boomers…. 96% of them have joined a social network

1 out of 8 couples married in the U.S. last year met via social media

34% of bloggers post opinions about products & brands

25% of Americans in the past month said they watched a short video… on their phone

These two have more Twitter followers than the entire populations of Ireland , Norway and Panama Socialnomics.net - 2009

These two have more Twitter followers than the entire populations of Ireland , Norway and Panama

Wants a personalized experience … Couldn’t care less if they are high value or low value customers Want tools for the customer to manage their own experience Paul Greenberg - 2008

Wants a personalized experience …

Couldn’t care less if they are high value or low value customers

Want tools for the customer to manage their own experience

The Rise of the Social Customer

Facebook 200M+ Users 3.5B minutes a day spent on FB 850M photos uploaded monthly 8M videos uploaded monthly 1B pieces of content shared each week 30M active members access FB from mobile devices Facebook.com – April 2009

200M+ Users

3.5B minutes a day spent on FB

850M photos uploaded monthly

8M videos uploaded monthly

1B pieces of content shared each week

30M active members access FB from mobile devices

Facebook 250M+ Users 5B minutes a day spent on FB 1B+ photos uploaded monthly 10M videos uploaded monthly 1B pieces of content shared each week 30M active members access FB from mobile devices Facebook.com – August 2009

250M+ Users

5B minutes a day spent on FB

1B+ photos uploaded monthly

10M videos uploaded monthly

1B pieces of content shared each week

30M active members access FB from mobile devices

Facebook 300M+ Users 6B minutes a day spent on FB 1B+ photos uploaded monthly 10M videos uploaded monthly 2B pieces of content shared each week 65M active members access FB from mobile devices Facebook.com September 2009

300M+ Users

6B minutes a day spent on FB

1B+ photos uploaded monthly

10M videos uploaded monthly

2B pieces of content shared each week

65M active members access FB from mobile devices

Years to Reach 50 millions Users Radio - 38 Years TV - 13 Years Internet - 4 Years iPod - 3 Years Facebook added 100 million users in less than 9 months iPhone applications hit 1 billion in 9 months Socialnomics.net - 2009

Radio - 38 Years

TV - 13 Years

Internet - 4 Years

iPod - 3 Years

Facebook added 100 million users in less than 9 months

iPhone applications hit 1 billion in 9 months

More time spent being soci al

Obama SM Timeline

McCain SM Timeline

Guess who won…..

Guess who won…..

A Black guy… With a funny name… And that notorious middle name… Having serious pastor problems … Wearing this outfit…. He won???

A Black guy…

With a funny name…

And that notorious middle name…

Having serious pastor problems …

Wearing this outfit….

What’s Driving This?

We’ve got tools

Conversation Prism – Brian Solis BrentLeary.com

We have these…

These weren’t around either…

25% of Americans in the past month said they watched a short video…on their phone According to Jeff Bezos 35% of book sales on Amazon are for the Kindle when available 80% of Twitter usage is on mobile device s Socialnomics.net - 2009

25% of Americans in the past month said they watched a short video…on their phone

According to Jeff Bezos 35% of book sales on Amazon are for the Kindle when available

80% of Twitter usage is on mobile device s

We Have Emotions

Why Did They Do This? BrentLeary.com

Obama Campaign Stats [ from Edelman Report ]

We have opinions… And the need to share them

Opinions Create Communities…Accidentally #scrm @prem_k @ekolsky @johnmoore @mjayliebs

We have opinions… And the need to share them

We have opinions… And the need to share them

Social CRM Basics “ People like doing business with people they like… … and love doing business with people they trust !”

“ People like doing business with people they like…

Social CRM Challenge How do you get people to like you when: They don’t know you exist They don’t think you have a heart

How do you get people to like you when:

They don’t know you exist

They don’t think you have a heart

Social CRM Basics… More or Less More listening , sharing and participating … … Less talking 1.0 , selling 1.0 and marketing 1.0

More listening , sharing and participating …

Social CRM, Twitter & Biscuits

The Impact of 140 Characters I replied I followed I blogged I podcasted I ate …and ate … $$$

I replied

I followed

I blogged

I podcasted

I ate …and ate … $$$

Humanizing the Big Box BrentLeary.com

Customers say business should be social… 93% of Americans believe a company should have a presence in 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 connection with and better served by companies when they can interact with them in a social media environment. 2008 Cone Business in Social Media Study

93% of Americans believe a company should have a presence in 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 connection with and better served by companies when they can interact with them in a social media environment.

Converting content into conversations Extending conversations into collaborative experiences Transforming experiences into meaningful relationships Enter Social CRM Automating the Conversation Process

Converting content into conversations

Extending conversations into collaborative experiences

Transforming experiences into meaningful relationships

The Three A's Of Social CRM Keys to keeping and growing good relationships Automation of content creation and distribution Analysis – capturing ‘social’ and web-based data Audacity – focus on ‘captivating’ people

Automation of content creation and distribution

Analysis – capturing ‘social’ and web-based data

Audacity – focus on ‘captivating’ people

Automating Content Creation & Distribution A Blog A Tweet A Comment A Phone A Webcam User-generated Co-created Syndicated Repurposed

A Blog

A Tweet

A Comment

A Phone

A Webcam

User-generated

Co-created

Syndicated

Repurposed

Putting Created Content to Use

Help People Be More Social BrentLeary.com

BrentLeary.com

CRM – Engagement by Faciliation

User Generated www.sbbuzz.biz

Community Generated www.sbbuzz.biz

Community Response

Community Conversion?

Community Generated Links

Conversation Management: CoTweet.com

Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale

Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale

Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale

Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale

Analysis: The New Metric System WebAnalyticsDemystified.com 2008

Measuring Random Acts of Web Engagement • Brand driven sessions Either originating directly or from “branded” search terms • “ brent leary” , “crm blog” , “social crm” , etc . • anyone coming directly or searching for my name is already fairly engaged Measured events Pre-determined non-commerce events • Email me , comment on my blog , download a PDF , Digg me , StumbleUpon me , Mixx me , etc .

• Brand driven sessions

Either originating directly or from “branded” search terms

• “ brent leary” , “crm blog” , “social crm” , etc .

• anyone coming directly or searching for my name is already fairly engaged

Measured events

Pre-determined non-commerce events

• Email me , comment on my blog , download a PDF , Digg me , StumbleUpon me , Mixx me , etc .

Measuring Random Acts of Web Socialism

Number of Content Spreaders

Who’s Favoring Your Tweets?

Analyze This….

Social Media Monitoring

Engagement by Audacity

Keys to Success Be consistent Stick it out Don’t try to sell Be interesting AND interested Tweet, Reply, Retweet! Be real

Be consistent

Stick it out

Don’t try to sell

Be interesting AND interested

Tweet, Reply, Retweet!

Be real

Pyramid of Customer Loyalty

Thank You! Brent Leary [email_address] Blog WWW.BRENTLEARY.COM Twitter WWW.TWITTER.COM/BRENTLEARY Barack 2.0 WWW.BARACK20.COM For More Show Info: www.BusinessTechnologyRadio.com

Brent Leary

[email_address]

Blog

WWW.BRENTLEARY.COM

Twitter

WWW.TWITTER.COM/BRENTLEARY

Barack 2.0

WWW.BARACK20.COM