The Social Business    Revolution    Larry Augustin, CEO      December 2011
Outline  The World Has Changed  The New Rules of Customer Interaction  So What Now?
Change©2010SugarCRM Inc.
Change: Customers Believe Customers             Not Companies!
Change: Traditional Buying Model
Change: New Buying Model
Change: Social is Changing Business12/12/2011   Copyright © 2010 SugarCRM, Inc. All rights reserved.   7
The New Rules©2010SugarCRM Inc.
Rule #1: You Are Not In Control
Customers Control the Conversation
Rule #2: Traditional Marketing is Declining                                           Growth of Marketing Spend Over Next ...
How People Connect with Companies                                                    Inbound                              ...
Rule #3: Customer Service IS Marketing12/12/2011   Copyright © 2010 SugarCRM, Inc. All rights reserved.   13
The Ultimate Question12/12/2011   Copyright © 2010 SugarCRM, Inc. All rights reserved.   14
Rule #4: Join the Conversation           ©2010 SugarCRM Inc. All rights reserved.
Interact Via Social Media   “85% of respondents believe   companies should not just present   information via social media...
Rule #5: Integrate People with TechnologySydney restaurant replaces menus with iPadshttp://www.redmondpie.com/sydney-resta...
Evolution
What Now?©2010SugarCRM Inc.
Start With the Customer12/12/2011   Copyright © 2010 SugarCRM, Inc. All rights reserved.   20
Put the customer at the center12/12/2011   Copyright © 2010 SugarCRM, Inc. All rights reserved.   21
What do Customers Want? Perception Gap #1Consumers’ Ranking: The ways they interact                                       ...
What do Customers Want? Perception Gap #2          Consumers’ Ranking: The reasons they                                   ...
What do Customers Want? Perception Gap #3                                     Agree or Disagree ?                         ...
What do Customers Want? Perception Gap #4For nearly two thirds of consumers surveyed, passion for a brand orbusiness is a ...
Give Your Customers What they Want     Findings Highlights      Social Media Surge – Consumers       using social media c...
Bring Order to Customer Management         ©2010 SugarCRM Inc. All rights reserved.
Get Social        CRM in the age of Social is                  based on the simple premise                  that you are a...
Summary The World Has Changed   Customers believe other customers, not companies   Social networks enable customers The Ne...
The Social Business    Revolution    Larry Augustin, CEO      December 2011
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La Revolución del Social Business

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Conferencia impartida durante el Congreso CRM + Social Media + Centros de Contato México 2011 organizado por Mundo Contact a cargo de Larry Augustin, CEO de Sugar CRM

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La Revolución del Social Business

  1. 1. The Social Business Revolution Larry Augustin, CEO December 2011
  2. 2. Outline The World Has Changed The New Rules of Customer Interaction So What Now?
  3. 3. Change©2010SugarCRM Inc.
  4. 4. Change: Customers Believe Customers Not Companies!
  5. 5. Change: Traditional Buying Model
  6. 6. Change: New Buying Model
  7. 7. Change: Social is Changing Business12/12/2011 Copyright © 2010 SugarCRM, Inc. All rights reserved. 7
  8. 8. The New Rules©2010SugarCRM Inc.
  9. 9. Rule #1: You Are Not In Control
  10. 10. Customers Control the Conversation
  11. 11. Rule #2: Traditional Marketing is Declining Growth of Marketing Spend Over Next 2-3 Years Decline Grow -100% -80% -60% -40% -20% 0% 20% 40% 60% 80% -5% 67% -11% 64%Social Media -5% 61%Digital and Online -8% 58%Public RelationsDirect Marketing -5% 58%Data Analysis -14% 57%Marketing Collateral -10% 48%Paid Search -19% 45%Events -67% 14%Print -74% 9%TV and Radio -35% 8%Out-of-Home Source: Booz & Company‟s B2B Marketing Survey 2010
  12. 12. How People Connect with Companies Inbound Permission Customer-Driven Outbound Interruption Vendor-Driven ©2010 SugarCRM Inc. All rights reserved.
  13. 13. Rule #3: Customer Service IS Marketing12/12/2011 Copyright © 2010 SugarCRM, Inc. All rights reserved. 13
  14. 14. The Ultimate Question12/12/2011 Copyright © 2010 SugarCRM, Inc. All rights reserved. 14
  15. 15. Rule #4: Join the Conversation ©2010 SugarCRM Inc. All rights reserved.
  16. 16. Interact Via Social Media “85% of respondents believe companies should not just present information via social media, but use it to interact and become more engaged with them.” - Cone Inc Report: “Social Media in Business” ©2010 SugarCRM Inc. All rights reserved.
  17. 17. Rule #5: Integrate People with TechnologySydney restaurant replaces menus with iPadshttp://www.redmondpie.com/sydney-restaurant-uses-ipad-as-a-menu-card/ ©2010 SugarCRM Inc. All rights reserved.
  18. 18. Evolution
  19. 19. What Now?©2010SugarCRM Inc.
  20. 20. Start With the Customer12/12/2011 Copyright © 2010 SugarCRM, Inc. All rights reserved. 20
  21. 21. Put the customer at the center12/12/2011 Copyright © 2010 SugarCRM, Inc. All rights reserved. 21
  22. 22. What do Customers Want? Perception Gap #1Consumers’ Ranking: The ways they interact Businesses’ Ranking: Why they think with companies via social sites consumers interact them via social sites (61%) Discount Learn about New Products (73%) (55%) Purchase General Information (71%) (53%) Reviews and Product Rankings Submit Opinion on Current Products/Services (69%) (53%) General Information Exclusive Information (68%) (52%) Exclusive Information Reviews and Product Rankings (67%) (51%) Learn about New Products Feel Connected (64%)(49%) Submit Opinion on Current Products/Services Customer Service (63%) (37%) Customer Service Submit Ideas for New Products/Services (63%) (34%) Event Participation Be Part of a Community (61%) (33%) Feel Connected Event Participation (61%) (30%) Submit Ideas for New Products/Services Purchase (60%) (22%) Be Part of a Community Discount (60%)Source: IBM Institute for Business Value Analysis, CRM 2011; sample size Consumer N=1056; Business Learn N=333, General Info N=336, Submit Opinion N=334, Exclusive Info N=333, Reviews/Rankings N=333, Feel Connected N=331, Customer Service N=331, Submit Ideas N=332, Community N=329, Event N=332, Purchase N=334, Discounts N=33122 IBM CRM Study – From Social Media to Social CRM – What Customers Want
  23. 23. What do Customers Want? Perception Gap #2 Consumers’ Ranking: The reasons they Businesses’ Ranking: Why they think interact with companies via social sites consumers follow them via social sites (61%) Discount Learn about New Products (73%) (55%) Purchase General Information (71%) (53%) Reviews and Product Rankings Submit Opinion on Current Products/Services (69%) (53%) General Information Exclusive Information (68%) (52%) Exclusive Information Reviews and Product Rankings (67%) (51%) Learn about New Products Feel Connected (64%)(49%) Submit Opinion on Current Products/Services Customer Service (63%) (37%) Customer Service Submit Ideas for New Products/Services (63%) (34%) Event Participation Be Part of a Community (61%) (33%) Feel Connected Event Participation (61%) (30%) Submit Ideas for New Products/Services Purchase (60%) (22%) Be Part of a Community Discount (60%)Source: IBM Institute for Business Value Analysis, CRM 2011; sample size Consumer N=1056; Business: Learn N=333, General Info N=336, Submit Opinion N=334, Exclusive Info N=333, Reviews/Rankings N=333, Feel Connected N=331, Customer Service N=331, Submit Ideas N=332, Community N=329, Event N=332, Purchase N=334, Discounts N=33123 IBM CRM Study – From Social Media to Social CRM – What Customers Want
  24. 24. What do Customers Want? Perception Gap #3 Agree or Disagree ? I feel more loyal toward brands/companies when I interact with them via social media or social networking Consumers are divided on how much influence their social 38% 33% 28% Agree Disagree media interactions Neutral with a company will have on their loyalty to that business. Social media interaction alone does not create loyalty.Source: IBM Institute for Business Value Analysis, CRM 2010, Sample size N= 981, Numbers do not total to 100%, because of rounding24
  25. 25. What do Customers Want? Perception Gap #4For nearly two thirds of consumers surveyed, passion for a brand orbusiness is a prerequisite for customer engagement Agree or Disagree? I need to be passionate about a brand / company to interact with them using social media or social networking 64% Agree 20% Neutral Disagree 16% For companies taking a “build it and they will come,” approach to social media, these findings are a wake up call that much more needs to be done if they want to attract more than devoted brand advocates.Source: IBM Institute for Business Value Analysis, CRM 2010, Sample size N= 98725
  26. 26. Give Your Customers What they Want Findings Highlights  Social Media Surge – Consumers using social media cross all ages and geographies, but very few can be counted on to engage regularly  It’s Personal – Most, say, “no thanks” to seeking out businesses via social media  Monetizing Social Media – Perception Gap: Despite what businesses think, most consumers follow them to get tangible value, not to feel connected  The Advocacy Paradox – Perception Gap: Businesses believe engagement breeds advocacy; consumers aren„t so sure26 IBM CRM Study – From Social Media to Social CRM – What Customers Want
  27. 27. Bring Order to Customer Management ©2010 SugarCRM Inc. All rights reserved.
  28. 28. Get Social CRM in the age of Social is based on the simple premise that you are able to Interact with your customers based on their needs, not your rules YOU NEED SOCIAL©2010 SugarCRMInc. All rights
  29. 29. Summary The World Has Changed Customers believe other customers, not companies Social networks enable customers The New Rules of Customer Interaction Rule #1 – You are not in control Rule #2 – Traditional Marketing Tactics Are Declining Rule #3 – Customer Service is the New Marketing Rule #4 – Join the Conversation Rule #5 – Integrate People with Technology What Now? Bring order to customer management Adopt Social, adopt the new rules of customer interaction Give your customers what they want
  30. 30. The Social Business Revolution Larry Augustin, CEO December 2011

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