Turning Social Media into Profits in the           Beer Business           September 20, 2012
Today’s Speaker  Chris Bucholtz,             Editor-in-Chief, CRM              Outsiders, SugarCRM  Contact:           ...
Sponsored by:  Blytheco  www.blytheco.com, www.beerstrategy.com  Business technology experts –   ERP, CRM, HRMS, Market...
Definitions Social CRMA philosophy and a businessstrategy, supported by atechnology platform, businessrules, workflow, pr...
Definitions Social MediaSocial media includes the various online technologytools that enable people to communicate easily...
Definitions                                             How are they different?                                          ...
SCRM in a B2B context  Number of customers   is smaller  Requires a higher   degree of intimacy  Communications must   ...
SCRM in a B2C Context                                                        Number of                                   ...
What SCRM looks like in practice                                                         Few businesses                  ...
Mobile CRM                                                Moves CRM off the                                              ...
Mobile expands CRM’s “how and who”                                              Not just a tool for field                ...
Mobile CRM: distributors and manufacturers  Mobile allows access   to a more complete   set of data  Mobile keeps all   ...
Technical Concerns  Security  Usability  Off-line Use  “BYOD”9/24/2012         ©2012 SugarCRM Inc. All rights reserved...
The convergence of social and mobile  Much customer content in   social media comes from   mobile devices  Capturing and...
Social and Mobile encourage customerengagement                                                        Mobile Offers and  ...
Social and Mobile amplify each other’s impact  Time  Place  Relationships in Real Time9/24/2012       ©2012 SugarCRM In...
Unique opportunities in beer  Introduction of   new products  Timely tracking   of sentiment  Loyalty-building   progra...
Customers and customer loyalty                                                        Mobile                             ...
Product co-creation  Virtual Focus   Groups  Naming   Contests  Grade Seasonal   Brews  Ask for   Suggestions9/24/2012...
Feedback from the field                                                    What are people saying                        ...
New, powerful sales data    Social + Mobile: who’s saying what about your     product – and where    How are promotions ...
Questions?   cbucholtz@sugarcrm.com, @Bucholtz         www.CRMOutsiders.comaanderson@blytheco.com, @aliciakanderson       ...
Going to NBWA’s Annual Convention?  San Diego, October 14-17  “Social Media 102: The Next Step” –   Monday, October 15 a...
More Resources for the Beer Business  Recorded webinars             Paperless Processing             Brand Protection a...
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Turning social media into profits in the beer business

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Beer and social media go hand-in-hand. Learn how to use Social Media to increase your profits, especially if you are in the beer industry. Social CRM is no longer a thing of the past, it is something that every business is now using to cut costs, and advertise effectively.

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Turning social media into profits in the beer business

  1. 1. Turning Social Media into Profits in the Beer Business September 20, 2012
  2. 2. Today’s Speaker  Chris Bucholtz,  Editor-in-Chief, CRM Outsiders, SugarCRM  Contact:  cbucholtz@sugarcrm.com  Twitter: @bucholtz  www.CRMOutsiders.com9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 2
  3. 3. Sponsored by:  Blytheco  www.blytheco.com, www.beerstrategy.com  Business technology experts – ERP, CRM, HRMS, Marketing Consulting and Automation  Follow us on Twitter @blythecollc9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 3
  4. 4. Definitions Social CRMA philosophy and a businessstrategy, supported by atechnology platform, businessrules, workflow, processes andsocial characteristics, designed toengage the customer in acollaborative conversation in orderto provide mutually beneficialvalue in a trusted and transparentbusiness environment.Its the companys response to thecustomers ownership of theconversation.
  5. 5. Definitions Social MediaSocial media includes the various online technologytools that enable people to communicate easily viathe Internet to share information and resources.Social media can includetext, audio, video, images, podcasts, and othermultimedia communications.
  6. 6. Definitions  How are they different? Social Media refers to the channels customers are using to talk to friends, family, peers, busines ses and other entities Social CRM is business’s strategy for capitalizing on these new channels9/24/2012 ©2011 SugarCRM Inc. All rights reserved. 6
  7. 7. SCRM in a B2B context  Number of customers is smaller  Requires a higher degree of intimacy  Communications must be about the needs of the customer9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 7
  8. 8. SCRM in a B2C Context  Number of customers can be vast  Requires less specificity, but more care in tailoring a message for the masses  Needs of customers still critical – but so is engagement9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 8
  9. 9. What SCRM looks like in practice  Few businesses have start-to- finish strategies  Many are scraping social data into CRM  Few are engaging yet  Two-way interactions make SCRM powerful9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 9
  10. 10. Mobile CRM  Moves CRM off the desktop  Makes CRM a tool for more users  Paves the way for better CRM adoption  Opens the door for interesting new applications of CRM9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 10
  11. 11. Mobile expands CRM’s “how and who”  Not just a tool for field sales  Service and delivery personnel can benefit  Workers don’t just work at their desks anymore9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 11
  12. 12. Mobile CRM: distributors and manufacturers  Mobile allows access to a more complete set of data  Mobile keeps all people in the field up to date  Mobile allows rapid responses to customer circumstances9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 12
  13. 13. Technical Concerns  Security  Usability  Off-line Use  “BYOD”9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 13
  14. 14. The convergence of social and mobile  Much customer content in social media comes from mobile devices  Capturing and understanding that data allows businesses to become more responsive  It’s a two-way medium9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 14
  15. 15. Social and Mobile encourage customerengagement  Mobile Offers and promotions  More data for sentiment analysis  Data closer to “where it happens”9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 15
  16. 16. Social and Mobile amplify each other’s impact  Time  Place  Relationships in Real Time9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 16
  17. 17. Unique opportunities in beer  Introduction of new products  Timely tracking of sentiment  Loyalty-building programs  Chances to spot new customers9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 17
  18. 18. Customers and customer loyalty  Mobile Contests  Engagement via Twitter  Facebook9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 18
  19. 19. Product co-creation  Virtual Focus Groups  Naming Contests  Grade Seasonal Brews  Ask for Suggestions9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 19
  20. 20. Feedback from the field  What are people saying about your product and your loyalty efforts?  More importantly: what are people saying about your COMPETITORS products and loyalty efforts?9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 20
  21. 21. New, powerful sales data  Social + Mobile: who’s saying what about your product – and where  How are promotions being viewed by customers?  Where are people NOT talking about your products?9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 21
  22. 22. Questions? cbucholtz@sugarcrm.com, @Bucholtz www.CRMOutsiders.comaanderson@blytheco.com, @aliciakanderson www.beerstrategy.com
  23. 23. Going to NBWA’s Annual Convention?  San Diego, October 14-17  “Social Media 102: The Next Step” – Monday, October 15 at 7:30am.  Visit Booth 417 for a free website marketing evaluation!9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 23
  24. 24. More Resources for the Beer Business  Recorded webinars  Paperless Processing  Brand Protection and Trademarking  Beer Brief Whitepapers  Reducing Costs and Gaining Efficiencies with Supply Chain Automation  Strategies for Improving Relationships and Revenues for Brewers and Distributors  Build a positive work culture Visit www.beerstrategy.com9/24/2012 ©2012 SugarCRM Inc. All rights reserved. 24
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