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



  • Full Name Full Name Comment goes here.
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  • great approach to managing and monitoring social media
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  • Good stuff as usual.
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  • This was great Jeremiah. I would drop the 'C' out of SCRM though.

    It's diluting the meaning. Many business people still don't grasp what CRM is. Adding Social to the front of CRM increases complexity which reduces retention and trust in the new concept.

    Poor Foundation To Build From:
    CRM focuses on customers. SRM is about all stake holders - partners, vendors, customers, and employees.
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  • 1. Social CRM Use Cases:
    5Ms and Marketing
    R “Ray” Wang
    April 8, 2010
    Jeremiah Owyang
  • 2. 2
    Focus on Community
    About Open Research
    Join the Pioneers
    Recording and slides will be available on our blogs
  • 3. 3
    Ecosystem contributors (Partial list)
    Ecosystem involvement
    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
  • 4. 4
    Background and Introduction
    Frameworks: Entry Points and Use Cases
    Baseline: Starting with the 5 Ms
    The Four Social CRM Marketing Use Cases
    Next Steps
  • 5. 5
    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.
  • 6. Image by iandavidused with Attribution as directed by Creative Commons
    Customers Have Moved, Companies Fallen Behind
    © 2010 Altimeter Group
  • 7. Social will be like air
    Source: Pew Resource Center’s Internet and American Life Project (October 8, 2009)
  • 8. 8
    Facebook is second biggest site in US
    Source: (January 2010)
  • 9. Time spent on Facebook increased by 10% in January 2010 alone
    Source: Nielsen (February 16, 2010)
  • 10. 10
    50 million tweets a day on Twitter
    Source: Twitter (February 22, 2010)
  • 11. Brands are trying to catch up
  • 12. 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
  • 13.
    • 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
  • 14. Mindset Change
    © 2010 Altimeter Group
  • 15. 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
  • 16. Image by Hexadecimal Time used with a Attribution as directed by Creative
    Frameworks: Entry Points and Use Cases
    © 2010 Altimeter Group
  • 17. Choose Your Entry Points to Business Value
    Face to Face
    Machine to Machine
    © 2010 Altimeter Group
    Attribution-Noncommercial-Share Alike 3.0 United States
  • 18. The 18 Use Cases of Social CRM
    1. Social Customer Insights: The 5M’s
    Service & Support
    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
    © 2010 Altimeter Group
    Attribution-Noncommercial-Share Alike 3.0 United States
  • 19. Not All 18 Social CRM Use Cases are Market Ready
    © 2010 Altimeter Group
    Attribution-Noncommercial-Share Alike 3.0 United States
  • 20. Baseline: Starting with the 5 Ms
    © 2010 Altimeter Group
  • 21. Start with the Five 5Ms
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. Social CRM Marketing Use Cases
    © 2010 Altimeter Group
  • 28. Social CRM marketing use cases
  • 29. Not all Marketing use cases are market ready
    © 2010 Altimeter Group
  • 30. "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)
  • 31. High tech firm discovers 70% of market spend is not reaching target audience.
    Example Social Marketing Insights (M1)
  • 32. Social Marketing Insights (M1)
    Market Demand Index: 4.00 Tech Maturity Index: 4.00
  • 33. Alterian
    BlogPulse (Nielsen)
    BuzzMetrics (Nielsen)
    Dow Jones Insight
    Get Satisfaction
    IBM Atlas for Lotus Connections
    Jive Software (Filtrbox)
    Microsoft Dynamics
    RightNow Technologies
    SAS Institute
    Scout Labs
    Visible Technologies
    Insight community vendors:
    Social Marketing Insights (M1)
  • 34. “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)
  • 35. Brands Are Getting Punk’d By Social
    Rapid Social Marketing Response (M2)
  • 36. Rapid Social Marketing Response (M2)
    Market Demand Index: 3.50 Tech Maturity Index: 1.75
  • 37. Alterian
    CoTweet (ExactTarget)
    Jive Software
    Microsoft Dynamics
    RightNow Technologies
    Scout Labs
    Visible Technologies
    Rapid Social Marketing Response (M2)
  • 38. "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)
  • 39. 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.
    Social Campaign Tracking (M3)
  • 40. Social Campaign Tracking (M3)
    Market Demand Index: 1.00 Tech Maturity Index: 1.00
  • 41. Alterian
    Dow Jones Insight
    SAS Institute
    Scout Labs
    Visible Technologies
    Social Campaign Tracking (M3)
  • 42. “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)
  • 43. IBM Impact aggregates the conversation
  • 44. 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.
    Social Event Management (M4)
  • 45. Social Event Management (M4)
    Market Demand Index: 1.00 Tech Maturity Index: 2.50
  • 46. Alterian
    Dow Jones Insight
    Scout Labs
    Visible Technologies
    Social Event Management (M4)
  • 47. Next Steps
    © 2010 Altimeter Group
  • 48. Forward them the report:
    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
  • 49. 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
  • 50. Follow the blogs: Software Insider and Web Strategy
    Join the Twitter discussion #scrm
    Become a pioneer
    Watch for future webinars
    Future work
  • 51. 51
    Thank you
    Jeremiah Owyang
    Twitter: jowyang
    R “Ray” Wang
    Twitter: rwang0
    With assistance from Christine Tran, Researcher
  • 52. 52
    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 or contact