Three reasons you will do social crm

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Presentation given at Social CRM London 2011 #SCRM11

Presentation given at Social CRM London 2011 #SCRM11

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  • 1. three reasons you will do social crm esteban kolsky thinkJar
  • 2. 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
  • 3. communities community management “social” analytics engine social crm actionable layer unit system-of-record integration layer erp crm scm record social crm stacksystems of
  • 4. reason 1 – your customers are talking
  • 5. 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
  • 6. shifting interaction modelstraditional 1:1 socially relationship augmented 1:m:1 relationships social biz biz
  • 7. 7 …listening…
  • 8. 8 …engaging…
  • 9. evolution of social deployments social collaborative business enterprise SCRM E2.0 CRM Collaboration1990 2010 2015 2020
  • 10. reason 2 – big data is coming…
  • 11. the data supply of social crm… function functionbusiness function rules rules experience survey social noise channel channel customer (maybe) customer community
  • 12. …call for a better analytics engine
  • 13. • 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
  • 14. reason 3 – it is about collaboration
  • 15. 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
  • 16. social business frameworkR&D PLM KM CRM ERP … social business platform integration engine rules engine reputation engine collaboration engine channels (social or not) communities
  • 17. where we are going we don’t need roads customer hybrid internalcommunities communities communities
  • 18. 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…
  • 19. 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
  • 20. thankshave a question? comment? want to talk? esteban@thinkjar.net @ekolsky http://thinkjar.net