From Listening to Action: Social CRM

From Listening to ActionSocial CRM
July 20, 2011
Lou Ordorica
lou.ordorica@web-achiever.com
Alex Kwain
AKwain@cdcsoftware.com
With contributions from Hung Tran and Steve Wilton

Agenda
What is CRM? Social CRM?
3 Reasons Why Social CRM is Good for Your Business
5 Best Practices for Social CRM

What is CRM? Social CRM?
CRM
Is a philosophy and a business strategy,
Supported by a system and a technology,
Designed to improve human interactions in a business environment.
Social CRM
Is a philosophy and a business strategy,
Supported by a technology platform, business rules, workflow, processes and social characteristics.
It is designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment
Social CRM – a business strategy to facilitate social systems
Source: Paul Greenberg, “CRM Guru”

Integrate CRM with public social media services: Facebook, LinkedIn, Twitter
Track online presence for contacts and customers
Track and manage corporate online presence
Ensure compliance
Act on social media updates
Manage outbound marketing messages
Find relationships for opportunitiesand companies
Social
CRM
What Can You Do with Social CRM?

3 Reasons
(and a successstory)
Why Social CRM is Good for Your Business

April 30, 1975: Fall of Saigon

130,000 Refugees Escaped Vietnam

Hung Tran

Trans Kickboxing Fitness

2008: Recession Hits

Fighting Back with Social Media

Selling

Success and Recognition

It gives you a competitive edge.

311 Million
164 Million
Estimated US Population
Estimated US Adult Internet Users
Source: Hubspot 100 Awesome Marketing Stats, Charts, & Graphs
More than Half of All US Residents Are Online

Source: Nielsen NetView, Nielsen VideoCensus, 2011
If All U.S. Internet Time Was Condensed Into One Hour

In 2010, Almost 1.2 million SMBs Used Some Form of Social Media
Source: NielsenNetView, Nielsen VideoCensus, 2011

Over Half of SMBs Say Facebook Helps Their Business
Source: Ad-ology, November 2010

95%
85%
Percent tweets that are personal in nature
Percent tweets with original content
Source: 360i.com Whitepaper on Twitter Usage July 2010
Twitter Allows Businesses to Learn about Their Customers

Businesses
Make Money
Build Relationships
Deliver Value
Customers
Higher Satisfaction
More Convenience
Improved lifestyle
Social Media Benefits Businesses and Customers

It brings you closer to your customers.

Business Value
Challenges
Training
Selling
Compliancy
Supporting Customers
Silos
Running the business
Keeping Up
Social Media Challenges Businesses

“We’ve moved from the transaction to the interaction with customers, though we haven’t eliminated the transaction or the data associated with it.”
Paul Greenberg
How CRM is Evolving

A Strategy is a Set of Choices We Make …
When …
What …
How …
is it time to change?
has to happen, and when?
to make money?
… in Order to Be Successful in the Future

When …
What …
How …
Start Now!
Listening
Training
Trials
Social CRM Tools
Social CRM Next Steps

Lead Generation
Customer Loyalty
Opportunistic Sales and Marketing
Social CRM
Customer Support
Business Intelligence
Social CRM Use Cases

Integrates Social Media
Leverages Existing Tools
Builds on Existing Skills
Integrates with Your Business Workflows
Social CRM for Your Business

It brings you closer to your customers.
It provides you opportunities.

Five Best Practices for Social CRM
Treat Social CRM as Part of Your Overall CRM Strategy
How do we get there from here?
First things first!
Holistic approach

Prioritize and Iterate
Where do I start?
MySpace anyone?
Trial

Integrate Social CRM into User Workflows
Don’t reinvent the wheel
What are we doing today?
Now where do I go for social?

Focus on Value
What have you done for me lately?

Focus on Value
Keep One Eye on the Future
Journey, not a destination
What’s next?

Focus on Value
Keep One Eye on the Future

Lou Ordorica
lou@web-achiever.com
@lordorica
http://web-achiever.com
Alex Kwain
AKwain@cdcsoftware.com
http://www.cdcsoftware.com
Thank You

From Listening to Action: Social CRM

by Lou Ordorica on Aug 05, 2011

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From Listening to Action: Social CRM — Presentation Transcript