Social CRM: What's in it for me?

Why do I care?   Customers are congregating.   There is a massive aggregation of thoughts and perspectives.   Customers are talking about your company/your products.   Customers are tired of old interaction models that are defined by the company and at the company's convenience.   Customers want a voice & will seek out opportunities to be heard. © 2009 IDC 10-09

Disruption  Web 2.0 is not a single disruption, it's a ripple.  Web 2.0 will demand giving up control to the crowd.  The democratization of technology distributes power and influence. © 2009 IDC 10-09

The Social Enterprise Democratization and Empowerment: Spreading control across a broad audience, adding value, building relationships, conversations and increasing transparency It’s not just “tools”, it’s changing processes and culture © 2009 IDC 10-09

The Social Enterprise External Sales – Marketing – Product – Support - Service Blogs – Communities – Social Networks - Ideasourcing – Microblogs – Syndication – Virtual Conference - Video Wiki’s – Social Analytics – Collaboration – Mashups – Platforms - Internal © 2009 IDC 10-09

Social Software Solutions Consumer Apps Collab CRM Content PLM Apps Social Platforms Social Analytics EPPM SCM HCM Financials Stand-a-lone Embedded Stand-a-lone Social Apps Social Social Platforms Features © 2009 IDC 10-09

Social Tools Enterprise video (YouTube or 26.0% 21.1% 52.9% VMP) Collaboration platform 45.9% 16.9% 37.2% Community platform 21.3% 18.7% 60.0% Facebook fan pg or other social 27.6% 16.7% 55.7% network company profile Twitter, facebook or other Web 2.0 25.4% 20.9% 53.7% Use Now tool for customer service Public microblog for marketing 23.3% 16.1% 60.6% Plan to implement in next 12 mos Ideasourcing / crowdsourcing tool 18.5% 21.5% 60.0% Don't use / no plan to implement Wiki's 29.0% 11.3% 59.6% Blog 32.0% 13.5% 54.5% N=503 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Source: IDC Appstats Survey Sep 2009 © 2009 IDC 10-09 9

Using Social Tools 25.7% Partner focus Ideasourcing / 52.0% crowdsourcing tool Employee 63.7% focus Customer Focus 16.7% Wiki's 76.9% 39.8% 15.0% Blogs 54.1% 69.5% N= 220 Blogs 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 186 Wiki's 179 Ideasourcing / crowdsourcing tool Source: IDC Appstats Survey Sep 2009 © 2009 IDC 10-09 10

What’s happening? Sales Marketing  The “mom & pop”  Sentiment effect  My way  Mining social data  Customer defined  Predicting needs products/services  Loyalty (+analytics) PR Customer Service  Transparency  Community  Collaborate / partner  When, where, how  1:1  Preventative  User generated content © 2009 IDC 10-09 11

The Next Gen Web – Mobile Users Share Of U.S. Online Users Also Accessing The Internet Through a Mobile Device Time: 45 hr/wk total 38 hr/wk Stationary 7 hr/wk Mobile (5%) Also Mobile Use 31.9% No Mobile Use 68.1% Total number of U.S. Internet users in 2008: 247.1M*. Total number of U.S. mobile Internet users: 78.8M. n = 3176. Mobile users = respondents who reported using one of the following to access the Internet: portable game console, feature phone, smart phone, Internet tablet, personal media player, personal navigation device, e-book reader. * Source: Digital Marketplace Model and Forecast v1.3 draft, forthcoming. © 2009 IDC 10-09

The Next Gen Web - Mobile Content News Weather Entertainment Local information Sports Health Technology Travel Business and finance Cars 0% 20% 40% 60% 80% 100% Mobile Usage Stationary Usage © 2009 IDC 10-09

Some Implications   Mobile   People as the   Real-time platform   Collective intelligence   Trust   Video   Ubiquitous information access   Conversations   Always on   Transparent  Shared Control © 2009 IDC 10-09

Conclusions: Social CRM  Not a replacement for traditional CRM but builds on top of current processes.  Is a part of a broader strategy.  Requires a re-thinking of relationships & who controls those relationships.  Is about fundamental cultural changes  Is about shifting control © 2009 IDC 10-09

Social CRM: What's in it for me?

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