5 reasons why you need a company managed social crm platform

Five reasons why you need a company-‐managed social CRM pla9orm Richard Hughes rhughes@broadvision.com @_richardhughes

Selected customers Founded 1993 eBusiness pioneer HQ: Redwood City, California Global presence

An Enterprise Social Networking suite that enables you to create online communiNes so that customers, employees and partners can meet, build relaNonships, exchange ideas and learn from one another.

Am I missingsomething here?Can’t I just use aFacebook page?

“Facebook in par.cular is the most appalling spying machine that has ever been invented” Julian Assange May 2011

1. Control the conversaNon

“Its the companys response to the customers ownership of the conversa.on.” Paul Greenberg July 2009

“Organiza.ons must have process and policy in place to deal with detractors (individuals and groups) rather than using a Peter Kim blanket approach based on the May 2011 wisdom of the crowd – or lack thereof”

Regain some! of! 1. Control the conversaNon

“Keep your friends close, keep your enemies closer”

“It’s probably beYer to have him inside the tent pissing out, than outside the tent pissing in”

2. Control the pla9orm

Spread Bets, Bring Community Closer To You •  With power diminishing, brands shouldn’t place all their bets in just a few social networks •  Start analysis on building your own community oﬀ your corporate website for customers, advocates, Jeremiah Owyang and lifestyle communiNes. May 2010 •  Give customers a choice to interact with others on your own properNes rather than relegaNng to Facebook alone.

How to disable any Facebook page

3. Complexity of relaNonships

It’s complicated

B2C Social CRM

B2B This wouldn’t ever happen!

B2B Social CRM

4. Depth of engagement

Gartner: Top Use Cases for Social CRM MarkeNng Customer service Sales •  Idea management •  Peer-‐to-‐peer •  Social sales •  New product support prospecNng and market research •  Service customer research •  New product feedback •  Social sales launch •  Service listen and collaboraNon •  Social campaigns respond •  Social Event •  Service process Networking analysis •  Public relaNons •  Brand/reputaNon promoNon and defence

Sony on Facebook

5. Connect your social ecosystem

Not just internal Traditional CRM Customer Service Social intranet

Not just external Social media Customer Service

Spans the boundaries of the organisaNon Customer forums Traditional CRM Social media Customer Service Social intranet

Social Ecosystems employees

Social Ecosystems customers

Social Ecosystems partners

Social Ecosystems recruitment

5 reasons 1. Regain some control of the conversaNon 2. Control the pla9orm 3. Complexity of relaNonships 4. Depth of engagement 5. Connect your social ecosystem

5 reasons why you need a company managed social crm platform

by Our Social Times on May 06, 2011

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