three reasons you will do social crm esteban kolsky thinkJar
what is social crmcrm is a philosophy and a business strategy, supported by a system and a technology,designed to improve human interactions in a business environment. the companys programmatic response tothe customers control of the conversation. paul greenberg crm at the speed of light editions 1 through 4 and beyond
communities community management “social” analytics engine social crm actionable layer unit system-of-record integration layer erp crm scm record social crm stacksystems of
paradigm or generational shift? baby generation generation boomers x y loyalty service personal internet social economy economy computes www evolution 1960s 1970s 1980s 1990s 2000sgenerational paradigm generational paradigm generational
shifting interaction modelstraditional 1:1 socially relationship augmented 1:m:1 relationships social biz biz
• Customers demand it – Better relationships, across channels – Evolution of the social customer, social business – More experiences• Big data is coming – Volume increases – Analytics are necessary• Value comes from collaboration – Collaborative enterprise – Value in co-creation
social CRM (external) social customers, social organizations enterprise 2.0 (internal) client-facing operations internal operations R&D community function channel rules ERP biz SCM social business pivot point
social business frameworkR&D PLM KM CRM ERP … social business platform integration engine rules engine reputation engine collaboration engine channels (social or not) communities
where we are going we don’t need roads customer hybrid internalcommunities communities communities
success in social crm• Success is fleeting – Social crm is not well established – No success stories for proper crm using social yet… but• There are examples of success in different business functions – Including subset of crm functions• Success in social media for business, as it relates to customers can be considered social crm success – For now…
success in social crm• Social Service – Widgetbox – gave users the space to implement a focused community, – Integrated it with their helpdesk ticketing system – Widgetbox agents and SME worked in the community.• Social Sales, Service, Collaboration – Best Buy – Twelpforce – Noticed they often had to recommend additional products – Extended to tap into their catalog, automate searching for specific recommendations, and automatically placing links to those products in the forums. – provided reviews, space for commentaries, and links to related products.• Social marketing – Groupon, HBO
thankshave a question? comment? want to talk? email@example.com @ekolsky http://thinkjar.net
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