Proximity about Social CRM

SOCIAL CRMWhen 2 Worlds Meet

The limitations of SOCIAL MEDIA Social is certainly not obvious for each and every organisation.

The limitations of SOCIAL MEDIA Even realtime is not fast enough.

The limitations of SOCIAL MEDIA Impossible to scale.

The limitations of SOCIAL MEDIA Customers don’t really care about departments.

The limitations of CRM Even though very customer-focused, the customer is not actively involved.

The limitations of CRMCompany INSIDE OUT Customer

The limitations of CRM Other customerCompany INSIDE OUT Customer Other customer Other customer Other customer

social media crm

Social relationships Social functionality Social colonization Social context Social commerce2006 2007 2008 2009 2010 2011 2012 2013 2014Forrester, The future of the social web

people talking to each other online, yet no social networks Social relationships Social functionality social networking Social colonization“friends” (walled gardens) social identies Social context (Facebook Connect) Social commerce customisation based on social profiles 2006 2007 2008 2009 2010 2011 2012 2013 2014 power to the (connected) customer (social CRM) Forrester, The future of the social web

SOCIAL MEDIA AND CRMWILL THEY BLEND?

LET’S FIND OUT TODAY ...1. What is this social CRM all about?2. Advantages and opportunities3. Putting SCRM into practice4. Takeaway tweets

1SO WHAT IS THISSOCIAL CRM ALL ABOUT?

I GUESS WE ALL AGREETHE WORLD HAS CHANGED

PEOPLEhave access to every possible information, therefore ...CUSTOMERSno longer need to listen, they’ll just talk to each other. Meaning ...TRUSTtoday works totally different then it used to.

Disagree? Ask

Traditional TodayForrester

YOUR BEST CUSTOMER ISN’T NECESSARILYTHE ONE WHO BUYS MOST

Who is your most valuable customer? The 80/20 rule €€€€purchase value €€€ €€ €

Who is your most valuable customer? The 80/20 rule The 90/9/1 rule* 1% creators €€€€ 9% editors €€€ content contributionpurchase value €€ 90% audience € *cc Jake McKee & 90-9-1.com

Who is your most valuable customer? The 80/20 rule The 90/9/1 rule* 1% creators €€€€ keep €€€ content contributionpurchase value €€ 90% audience € *cc Jake McKee & 90-9-1.com

Who is your most valuable customer? The 80/20 rule The 90/9/1 rule* 1% creators €€€€ keep €€€ content contributionpurchase value grow €€ 90% audience € *cc Jake McKee & 90-9-1.com

Who is your most valuable customer? The 80/20 rule The 90/9/1 rule* 1% creators €€€€ keep €€€ content contributionpurchase value grow €€ 90% audience acquire € *cc Jake McKee & 90-9-1.com

Social CRM is thecompanys response to thecustomers ownership ofthe conversation.Paul Greenberg

Social CRM is a company’s necessary response to itscustomers’ transformation from spectators toparticipants and their subsequent co-ownership of thebrand, based on their needs rather than on your rules.

social customer ?relationship management ? ?

Company Customer TRADITIONAL CRM: INSIDE OUT SOCIAL CRM: OUTSIDE IN

Other customerCompany Customer TRADITIONAL CRM: INSIDE OUT SOCIAL CRM: OUTSIDE IN Other customer Other customer Other customer

Company TRADITIONAL CRM: INSIDE OUT SOCIAL CRM: OUTSIDE IN Customer

SO WHAT REALLY ISTHE DIFFERENCE?

Assigned departments WHO EveryoneCompany defined proces WHAT Customer defined procesBusiness hours WHEN Customer sets the hoursDefined channels WHERE Customer-driven dynamic channelsTransaction WHY InteractionInside out HOW Outside in

2ADVANTAGESAND OPPORTUNITIES

1 MARKETING & PR2 SALES3 CUSTOMER SERVICE

Purpose of “Social” ? 83% 13% 2%1. Marketing and PR 2. Sales 3. Customer Support Source: FollowFridays Survey

1 MARKETING & PR ✓ Listening allows you to reach out to prospects at the very moment they have a speciﬁc need. ✓ Better analysis of marketing effectiveness. ✓ Social media as a currency.

A better analysis of marketing effects.75 75 69,2 19,2 21,9 18,8 11,5 6,3 3,1 pre-campaign campaign post-campaign= negative = neutral = postive

TastiRewards incentivizescustomers to associate theirTwitter, Facebook and Foursquareaccounts with their Tasti D-Litemembership cards.Each time your card is swiped, yourTwitter/Facebook/Foursquarestatus is updated and you earnextra points.

The value of sharing.

The value of sharing. each share equals $1.78 in ticket sales

2 SALES ✓ Enriching prospect and customer data with social interactions to get a better view of the client. or my als o be asked fImagine I’d der to provid e sales s in ors ocial profile enriched lea ds”. ocially p eople with “s

3 CUSTOMER SERVICE ✓ Proactive problem solving and answering to customers. ✓ Better view of the client’s situation (history, inﬂuence, ...). “Twitter has changed the culture of our company.” Brian Roberts, Comcast CEO

Comcastcares

3PUTTING THINGSINTO PRACTICE

THE FIVE M’S OF SOCIAL CRMMMMMAccording to Altimeter✓ Monitoring✓ Mapping✓ Management✓ Middleware✓ Measure

1 MONITORING ✓ Similar to social media, you can’t engage in social CRM without listening ﬁrst. ✓ Monitor the social web for relevant content.

2 MAPPING ✓ Identify who’s talking. Do we already know this person on other social networks, our own database, ...? ✓ Get people to map their proﬁles themselves (in return for rewards).

3 MANAGEMENT ✓ The rules and processes that deﬁne what we’re going to do with what we just learned: ✓ When are we going to respond how? ✓ How do we dispatch information to whom (remember social crm is about the entire organisation)?

4 MIDDLEWARE ✓ The seamless integration of social and corporate data.

5 MEASURE ✓ We probably no longer need to convince you of the importance of measuring ... ✓ Yet what you can’t measure, you can’t improve.

18 use cases to have alook at. We picked a fewfor this next example.

LET’S TRYAN EXAMPLE

Remember this bike?

Let’s imagine for a secondwe’re bicycle dealers andwant to sell Bart a new bike.

1 2AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE

1 Google http://www.url.com

Bart has done extensive research, yet hecan’t decide between two models. In order tomake a ﬁnal decision, he turns to his friends.

1 Choose my bike http://www.url.com Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper. Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper.

1 Facebook http://www.url.com OR Don’t pick the designer bike. Way too expensive! The Kalkhoff is better, even features built-in USB!

1 So why is this interesting? ✓ Bart discusses both bikes (and probably the dealership as well) extensively with his online friends. ✓ If the dealer manages to monitor these conversations properly, he’ll have access to sales information he’s never had before. ✓ Moreover, the conversation might well have drawn in a number of other interesting leads.

Bart decides to buy this bike.

1 2AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE

Just like any other consumer, Bart’spretty excited about his new purchase.As soon as he returns home, heimmediately visits his favorite onlinesocial networks to share hisenthousiasm with friends and family.

2 Facebook http://www.url.com Woot! Just bought myself a new bike! Super! Which one did you pick? Wow! What color did you choose? I like!

That’s great news! Yet as a bicycle dealer,we’re missing quite an opportunity. Let’shelp Bart share his enthousiasm.

2 Facebook http://www.url.com Woot! Just bought myself a new bike! Go have a look at http://bycic.ly/47z6m Super! I want one too!!! OMG! USB! I like!

2 Bycic.ly http://www.url.com Congratulations Bart with your brand new Kalkhoff bike. Have fun! Bike specifications Super! I want one too!!! OMG! USB! I like!

2 So why is this interesting? ✓ We’re optimally using Bart’s enthousiasm to tell his friends about the Kalkhoff brand. ✓ Comments and congratulations provide us with interesting insights on why people (dis)like the bike. ✓ And again, the conversation might well have drawn a number of new leads. ✓ We’re able to ﬁnd out which of our customers are able to reach the largest network of friends.

WHY THE BICYLE DEALER BENEFITS✓ Enrich (map) our database with social proﬁles.✓ Topic of conversation among Bart’s friends.✓ Closely monitor the conversation.✓ Gather leads based on comments and discussions.✓ Conﬁrm customers in their purchase decision.✓ WOM: Bart becomes our most trusted sales representative.

45 TAKEAWAY TWEETS

Social CRM is not areplacement for traditionalCRM, nor for social media.74 characters

It’s a solution tobusiness problems thathave always existed.62 characters

SCRM is a (long-term)strategy. Technologyonly is the enabler.63 characters

There’s no suchthing as one sizeﬁts all.43 characters

We’re just scratching the surface. And you should do that too*. 62 characters* don’t worry: while you’re doing so, we’ll be glad to help you.

thanks you!

! !! Follow Fridays Briefing! Contact Info! !"#$%&( ! ! ! )"*+,$(( ( ! ! -,,$.//0! ! ! ! 1//0! ! ! ! ! 23.*+%"! ! ! ! 40/%5! ! ! ! ! 6"5",,.(7(8)9! ! !!! ROSI Profiel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

tijs.vrolix@proximity.bbdo.befranky.willekens@proximity.bbdo.be bart.muskala@proximity.bbdo.be jan.algoed@proximity.bbdo.be

Proximity about Social CRM

by Mitya Voskresensky on Apr 01, 2011

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Proximity about Social CRM Presentation Transcript

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