SCRM Part 1 Slides: A Discussion on the 5Ms and Marketing Use Cases

Social CRM Use Cases:
5Ms and Marketing
R “Ray” Wang
Partner
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April 8, 2010
Jeremiah Owyang
Partner

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Focus on Community
About Open Research
#SCRMWebinar
Join the Pioneers
http://groups.google.com/group/social-crm-pioneers
Recording and slides will be available on our blogs

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Ecosystem contributors (Partial list)
Ecosystem involvement
NenshadBardoliwalla,
Paul Greenberg: The 56 Group, LLC
Dion Hinchcliffe: Hinchcliffe & Company
Erin Kinikin,
Esteban Kolsky: Thinkjar LLC
Marshall Lager: Third Idea Consulting LLC
Brent Leary: CRM Essentials LLC
John Lovett: Web Analytics Demystified
Oliver Marks: The Sovos Group
John Ragsdale: TSIA
Susan Scrupski: The 2.0 Adoption Council
Josh Weinberger: CRM Magazine

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Agenda
Background and Introduction
Frameworks: Entry Points and Use Cases
Baseline: Starting with the 5 Ms
The Four Social CRM Marketing Use Cases
Next Steps

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The customer experience journey continues with Social CRM
Social CRM represents a continuing journey by organizations to deliver the right customer experience at the right time. It’s NOT just about technologies. It’s NOT just about business processes. It’s fundamentally how to and where to reengage with customers in both social channels and the traditional world.

Image by iandavidused with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
Customers Have Moved, Companies Fallen Behind
© 2010 Altimeter Group

Social will be like air
Source: Pew Resource Center’s Internet and American Life Project (October 8, 2009)
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Facebook is second biggest site in US
Source: Compete.com (January 2010)

Time spent on Facebook increased by 10% in January 2010 alone
Source: Nielsen (February 16, 2010)
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50 million tweets a day on Twitter
Source: Twitter (February 22, 2010)

Brands are trying to catch up
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www.engagementdb.com

For companies, real time is not fast enough, Ex. Motrin responded to angry moms within 24 hours – it was too slow.
Companies are unable to scale to meet the needs of social, Ex. Dell and ComcastCares community managers cannot scale to meet all customer interactions
Customers don’t care what department you’re in they just want their problem fixed.
@dooce’s support problem with Maytag quickly became a PR nightmare – had the support group known she was an influencer (and what it means), they could have supported her better.
Companies cannot keep up
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Outdated frameworks and pet theories relegate discussions to incremental fixes.
Organizations realize they are no longer in charge. They often lack a credible strategy that empowers employees to catch up to customers.
Although ComcastCares has over 10 employees responding in social channels, they can’t scale. Furthermore, a proliferation of new social networks and mobile tools are appearing at an increased pace – organizations will fall further behind.
The result – tremendous amounts of waste in piecemeal data, customer records, APIs, and experiences – leaving companies unable to efficiently reach customers, prospects, and partners.
Companies know the problem will get worse before it gets better
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Mindset Change

This does not replace CRM systems – but augments them.
This should be done in addition to existing CRM programs.
Remember the rules of engaging with customers – the communities are in charge.
Change your mindset
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Image by Hexadecimal Time used with a Attribution as directed by Creative http://www.flickr.com/photos/hexadecimal_time/3238546967
Frameworks: Entry Points and Use Cases

Choose Your Entry Points to Business Value
Web
Mobile
Phone
Community
Face to Face
Machine to Machine
Attribution-Noncommercial-Share Alike 3.0 United States

The 18 Use Cases of Social CRM
1. Social Customer Insights: The 5M’s
Marketing
Sales
Service & Support
Innovation
Collaboration
CustomerExperience
2. Social Marketing Insights
6. Social Sales Insights
9. Social Support Insights
12. Innovations Insights
14. Collaboration Insights
17. Seamless Customer Experience
3. Rapid Social Marketing Response
7. Rapid Social Sales Response
10. Rapid Social Response
13.Crowdsourced R&D
15. Enterprise Collaboration
18. VIP Experience
4. Social Campaign Tracking
8.Proactive Social Lead Generation
11. Peer-to-Peer Unpaid Armies
16. ExtendedCollaboration
5. Social Event Management

Not All 18 Social CRM Use Cases are Market Ready

Baseline: Starting with the 5 Ms

Start with the Five 5Ms
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Provide listening capabilities to filter out noise from the social sphere. Encapsulate both metrics and measurement. Extract insights making measurement more effective.
Brand monitoring software that monitors and scrapes the social web, has team-based workflows and connects to existing CRM databases.
Use tightly scoped keywords to define the search parameters. Yet don't go too tight or you miss key opportunities – going too wide results in too much noise.
Vendors to watch: Biz360, Buzzmetrics (Nielsen), Cymfony, Radian6, SAS Institute, Scoutlabs, Visible Technologies
Monitoring
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Mapping solutions identify relationships. Due to lack of single identity, companies must link social profiles to customer records to provide a holistic experience.
First, find existing public profiles to match, like LinkedIn and Google profiles. Additional database fields must be created that match customer records to social profiles.
The trick is to get them to map their profiles for you. Entice them with rewards, better service, and special deals in an opt-in manner.
Vendors to watch: Facebook (profiles), Gigya, Google (profiles), OpenID, SalesView, Spredfast, Sprinklr
MDM vendors to watch: D&B Purisma, IBM, Informatica, Oracle
Mapping
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Without a purpose, social data is unactionable. Business rules and processes are needed to triage the right information to the right teams in real-time.
Tie back the social world and channels to existing innovation, marketing, sales, support and service processes. Triage profiles to create prioritization frameworks.
Companies must develop a crises plan for worst possible scenarios and conduct internal fire drills. Expect the worst to happen on Friday afternoons.
Vendors to watch: CoTweet, Infor, KANA, Oracle, RightNow Technologies, SAP, SAS, SugarCRM
Management
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Middleware technologies glue the social world to the enterprise. Data must seamlessly flow between systems, and advanced dashboards that provide intelligence.
Apply technologies such as complex event processing, business process management, business rules, workflows, data integration, and process orchestration among disparate systems.
Develop business rules based on your unique processes. Include workflows, complex event processing, and enablement technologies to respond.
Vendors to watch: Boomi, D&B Purisma, IBM, Informatica, Oracle, Pervasive, Progress Software, SAS DataFlux, SOA Software, Software AG, TIBCO
Middleware
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What you can’t measure you can’t improve, therefore organizations must be able to benchmark what’s been done.
Advanced dashboards that provide intelligence. Measure based on business objective like improved satisfaction, spread of message.
Rely on data to provide benchmarks, trending, prediction, and sentiment. Bring the insight into actionable state.
Vendors to watch: IBM Cognos, Information Builders, Microsoft, Oracle Hyperion, QlikView, SAP Business Objects, SAS Institute
Measurement
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Social CRM Marketing Use Cases

Social CRM marketing use cases
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Not all Marketing use cases are market ready

"Listen before talking."
To be effective, marketers must listen to what consumers are already saying, making them relevant when they deploy their social marketing efforts.
Identify top influencers, rank top conversations, prioritize top channels, identify velocity of discussion, and gauge the tone of topics.
Sophisticated marketers will create their own “private focus groups” using insight community vendors.
Social Marketing Insights (M1)
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High tech firm discovers 70% of market spend is not reaching target audience.
Example Social Marketing Insights (M1)
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Market Demand Index: 4.00 Tech Maturity Index: 4.00

Alterian
Biz360
BlogPulse (Nielsen)
Brandwatch
BuzzLogic
BuzzMetrics (Nielsen)
Cymfony
Dow Jones Insight
Get Satisfaction
IBM Atlas for Lotus Connections
Jive Software (Filtrbox)
Microsoft Dynamics
Overtone
Radian6
RightNow Technologies
SAS Institute
Scout Labs
Spiral16
Sysomos
Telligent
Visible Technologies
Insight community vendors:
Communispace
Passenger
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“Defending the brand."
Companies can no longer afford to slowly respond to customers, as a blogger can trigger a discussion that results in mainstream PR crises
Brands will have to identify what's being said, the severity of the information, the influence of that person, and context of previous interactions. They must quickly triage to respond in near real-time.
The Social CRM system provides coordination among teams.
Rapid Social Marketing Response (M2)
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Brands Are Getting Punk’d By Social http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social-media/
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Alterian
CoTweet (ExactTarget)
Hootsuite
Jive Software
Microsoft Dynamics
Radian6
RightNow Technologies
Salesforce.com
SAP
Scout Labs
Telligent
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"Optimizing in flight."
Unlike traditional advertising, social marketing is constantly changing and requires constant attention and massaging.
Track what's being said in order to quickly respond. Constantly monitor sentiment, velocity, discussion, and relationships in order to make real-time course corrections.
For example, a social gaming company used Social Campaign Tracking to learn about the right language and conversations to participate in. It changed key elements of its product launch – shifting from a print campaign to an actual offer in a country specific multi-player environment which led to a 23% increase in sales.
Social Campaign Tracking (M3)
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Restaurant tests offer effectiveness in different Facebook Fan Pages and discovers a new cash and carry market.
Savvy brands will look for conversation hot spots and amplify that activity.
Build your marketing plan with flexibility as part of the program –don’t be rigid.
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Alterian
Biz360
Dow Jones Insight
Overtone
Radian6
SAS Institute
Scout Labs
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“What happens in person goes social."
Events are no longer a fixed period of time. Marketers must use social to promote the event to connect customers, improve the event experience in real-time, and track mentions and follow-ups for lead generation.
Attendees already supplement traditional events with live chat press conferences, video uploads, and podcasts.
Don’t expect this to be limited to physical events.
The goal – provide speakers with feedback, answer audience questions, and gauge overall sentiment.
Social Event Management (M4)
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IBM Impact aggregates the conversation
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The offline world and online world are intricately related.
Develop a before, during, and after strategy.
Integrate virtual events with existing communities.
Take input from the community – feature and enable them in addition to speakers.
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Alterian
Biz360
Dow Jones Insight
Gigya
InXpo
ON24
Overtone
Radian6
Scout Labs
Unisfair
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Next Steps

Forward them the report: http://bit.ly/socialcrmpaper
Ask them to define which use cases they specialize in.
Ask to see a roadmap of which use cases they’ll be launching in coming quarters.
Ask how they’ll work with other SCRM vendors that offer use cases that they can’t deliver.
When working with vendors
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Begin with the end in mind.
Decide what to measure.
Start with Social Customer Insights.
Identify your targets.
Choose a use case.
Design for the future state processes.
Consider change management.
Align back to existing CRM processes.
Test. Refine. Repeat.
Next steps
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Follow the blogs: Software Insider and Web Strategy
Join the Twitter discussion #scrm
Become a pioneer
Watch for future webinars
Future work
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Thank you
Jeremiah Owyang
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang
R “Ray” Wang
r@altimetergroup.com
blog.softwareinsider.org
Twitter: rwang0
With assistance from Christine Tran, Researcher

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About Us
Altimeter Group is a Silicon Valley-based strategy research and
consulting firm that provides companies with a pragmatic
approach to disruptive technologies. We have four areas of
focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.

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SCRM Part 1 Slides: A Discussion on the 5Ms and Marketing Use Cases

by Jeremiah Owyang on Apr 08, 2010

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