Social CRM

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A presentation I did for the participants at the course Social Media Manager at IBC in March 2013

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Social CRM

  1. 1. Social Media Manager - 13/03/2013 - 14/03/2013Kasper Risbjerg, Social Business Manager @ IBM | Twitter: @kasperrisbjerg | LinkedIn: linkedin.com/in/kasperrisbjerg/ | Email: risbjerg@dk.ibm.com8SOCIAL CRM
  2. 2. 8Source: Altimeter Group
  3. 3. SOCIAL CRM“We’ve moved from the transaction to the interaction withcustomers, though we haven’t eliminated the transaction – or thedata associated with it... Social CRM focuses on engaging thecustomer in a collaborative conversation in order to provide mutuallybeneficial value in a trusted and transparent business environment.It’s (i.e. Social CRM is) the company’s response to the customer’sownership of the conversation.”- Paul Greenberg,“the Godfather of CRM”
  4. 4. “Tap into the data generated at eachtouch point along the consumerdecision journey and be creative”Source: McKinsey
  5. 5. Source: http://econsultancy.com/dk/blog/9783-traditional-crm-vs-social-crm-infographicTHE EVOLUTION FROMCRM TO SOCIAL CRM
  6. 6. Source: Chess Media Group
  7. 7. SOCIAL CRM USE CASESSource: Altimeter Group
  8. 8. Social Customer Insights:The 5 M’s - Framework• Monitoring• Mapping• Management• Middleware• Measurement
  9. 9. Monitoring
  10. 10. MonitoringSource: http://lee.smallwood.ws/2010/03/18/in-the-beginning-there-was-sliced-bread-and-then-came-radian6/
  11. 11. MappingJohn Doe
  12. 12. “We are uploading our(complex) identitiesand in turn theybecome quantified“http://www.newsits.com/wp-content/uploads/2013/02/social-media-profile.jpg
  13. 13. http://www.realadventure.co.uk/wp-content/uploads/2012/03/matt-h-social-search.jpg“Social data gives brands theopportunity to move fromsegments to individuals...
  14. 14. http://www.realadventure.co.uk/wp-content/uploads/2012/03/matt-h-social-search.jpg“Social data gives brands theopportunity to move fromsegments to individuals... and signals the death of the average consumer”
  15. 15. Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y“Meet Nick. He likesto use his iPhone tocheck-in at places hevists...”
  16. 16. Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y“Meet Nick. He likesto use his iPhone tocheck-in at places hevists...”
  17. 17. Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y“Nick also likes totake pictures alonghis way...
  18. 18. Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y“Nick also likes totake pictures alonghis way...and his iPhoneembeds thecoordinates into thedata of a specificpicture”
  19. 19. “Based on Nick’ssocial data we canpredict his behavior...Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y
  20. 20. “Based on Nick’ssocial data we canpredict his behavior...Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Yand the no. 1 placeNick checks-in is thegym...
  21. 21. “Based on Nick’ssocial data we canpredict his behavior...Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Yand the no. 1 placeNick checks-in is thegym...on Mondays...
  22. 22. “Based on Nick’ssocial data we canpredict his behavior...Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Yand the no. 1 placeNick checks-in is thegym...on Mondays... at 6 am!”
  23. 23. Adapted from www.smartassfitness.com/“So we know Nicklikes fitness or atleast likes to check-inat the gym...
  24. 24. Adapted from www.smartassfitness.com/“So we know Nicklikes fitness or atleast likes to check-inat the gym...but apparently he isalso an avid blogger”
  25. 25. Adapted from http://farm5.static.flickr.com/4001/4618279087_fb950e357d.jpg“with a lot ofinfluence...”
  26. 26. Adapted from http://farm5.static.flickr.com/4001/4618279087_fb950e357d.jpg“with a lot ofinfluence...”
  27. 27. “The promise of Social Data is tailoredexperiences and relevancy”http://www.realadventure.co.uk/wp-content/uploads/2012/03/matt-h-social-search.jpg
  28. 28. ManagementSource: Chess Media Group
  29. 29. MiddlewareSoruce: http://blogmedia.eventbrite.com/wp-content/uploads/connecting.jpeg
  30. 30. MeasurementSoruce: http://ducksboard.com/wp-content/uploads/display2.png
  31. 31. SOCIAL CRM USE CASESSource: Altimeter Group
  32. 32. SOCIAL CRM USE CASESSource: Altimeter Group
  33. 33. Social Marketing Insights“Listen before talking”• What are consumers saying?• Create meaningful and relevant engagement• Identify influencers• Locate where the buzz is• Prioritize channels• Gauge the tone of topics
  34. 34. “What happens in person goes social”• Events are no longer a fixed period of time• Events most be promoted before the market• Events can be improved in real-time byanalyzing sentiment, comment etc.• After the event tracking of mentions shouldturn into follow-ups for lead generationSocial Event Management
  35. 35. Social Event Management:Superbowl
  36. 36. and thewinner is...ArgoSocial Event Management:The Oscars
  37. 37. Social Event Management:The Oscars
  38. 38. Source: http://adage.com/article/global-news/flu-fever-fuels-sanitizer-sales-lots-tweets/136426/“Finding your prospects’ and customers’ watering holes"• Where are the customers?• What are their needs?• Who do they listen to?• How did Purell Hand Sanitizer predict a flu?Social Sales Insights
  39. 39. RAPID SOCIAL SALESRESPONSE“Catching a lead in mid-air”It’s an online AND offline game, and integration with Marketing and Sales is key (and a challenge)
  40. 40. RAPID SOCIAL RESPONSE“Defending the brand”• People see themselves in the critic• Everyone is busy so don’t use that as anexcuse• Don’t ask people to mail you if you’rebusy• Facebook enhances bad products andexperiences - so why have a presencethere?• So how to respond?Source: http://www.kommunikationsforum.dk/artikler/telenor-i-socialmediestorm
  41. 41. Social Support Insights“Know where to hose in order to put out the social fire”• Ranking of individuals’ influence• Telling friend from foe• Relationship with the organization• Channels of communicationSource: http://wheelerblogs.files.wordpress.com/2011/10/ba-klout0513_flt_sfcg1305245777.jpghttp://fabjoueauxlego.files.wordpress.com/2012/03/lego-star-wars-minifigure-darth-vader-anakin-skywalker.jpg?w=490&h=346
  42. 42. Unpaid Armies“Harnessing your fans”• Customers often know more about yourproducts than you do• A customer community provides value for thecustomers and can save resources for yourorganization• Leading organizations recognize the value ofestablishing a relationship with their advocatesSource: http://wheelerblogs.files.wordpress.com/2011/10/ba-klout0513_flt_sfcg1305245777.jpghttp://fabjoueauxlego.files.wordpress.com/2012/03/lego-star-wars-minifigure-darth-vader-anakin-skywalker.jpg?w=490&h=346
  43. 43. Unpaid ArmiesSource: http://www.zendesk.com
  44. 44. Innovation Insights“Catching innovation trends right under your nose"• How are my customers using my product?• Why aren’t people using my product?• What are the trends?• How did Fiskars experience a 3x increase insales?
  45. 45. Crowdsourced R&D“Real-time innovation and feedback”• Customers, partners, and industrywatchers can play a role in R&D
  46. 46. Enterprise Collaboration“Break down the silos"• Be in-sync internally in order to meet thecustomers’ expectations• A single collaboration tool rarely sweeps acrossan entire corporation• Empower departments to work togetheracross functional fiefdoms through shared APIsthat feed back into a centralized CRM system.
  47. 47. Social CRMSource: Chess Media Group
  48. 48. KEY POINTS• Listening with Intent• What are people saying or seeking to improve what they’re doing today?• Designing the Experience• Social media represents a series of open windows to engage• Paying It Forward• Customers feel a sense of appreciation for those who help and provide value.• The Power to Tell• Make your customers the hero by helping them see what they canaccomplish simply by aligning with you.
  49. 49. • Have you mapped your customer’s decisionjourney in a digital age?• What is the experience you would wantyour customer to have at everytouchpoint?• How do you need to organize to createthat experience?QUESTIONS TO ASKYOURSELF
  50. 50. Thank you8Connect with me onTwitter: @kasperrisbjergLinkedIn: linkedin.com/in/kasperrisbjerg/Website: kasperrisbjerg.dkEmail: risbjerg@dk.ibm.com

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