Social CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels

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Social CRM and One Agenda
Martin Hill-Wilson's talk at Social CRM 2013 Brussels hosted by Our Social Times.

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Social CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels

  1. 1. Social CRM & One Agenda Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  2. 2. Agenda Why Marketing, Sales and Service is the wrong way to organise customer engagement Remodelling organisations to mirror how customers actually behave Implications for how we equip organisations to regain relevance Embracing the culture of One Agenda Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  3. 3. What We Know (about you) Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  4. 4. Real Time Segmentation Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  5. 5. What We Know (about you) Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  6. 6. Brand Independence Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  7. 7. Old Mindset v New Behaviour Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  8. 8. Silo challenge: social-mobile-web Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  9. 9. Through Marketing Eyes Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  10. 10. Through Marketing Eyes Chris Heuer How close can we get to our customers to understand their REAL needs? When will we start thinking beyond what we can push to the customers? How do we stop thinking about leads and start thinking about the relationship? And who is taking care of the entire relationship? It’s not about the sale, it’s about the value. The biggest problem with marketing today is that they stop investing after the sale. Marketers need a more holistic strategy than that Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  11. 11. Through Marketing Eyes Chris Penn You have to make sure you are connected to other folks within the organization, like the service teams The service sides are so far removed from marketing, but if we can get them connected with the marketer, there is a lot more we can do Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  12. 12. A 100 Year Habit Culture Social Networks Peer Pressures Mission/Priorities Goals/Incentives Access To Data Customer Labels Culture Social Networks Peer Pressures Mission/Priorities Goals/Incentives Access To Data Customer Labels Social CRM and One Agenda © Brainfood Consulting Ltd 2013 Culture Social Networks Peer Pressures Mission/Priorities Goals/Incentives Access To Data Customer Labels
  13. 13. A 100 Year Stand Off Service says “those customers were mis-sold” Sales says “those leads are junk” Marketing says “those leads are just sitting there” Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  14. 14. Why Silos Don’t Work Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  15. 15. social business O AG E N DA E milestone Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  16. 16. Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  17. 17. Action #1 Mine Relevant Content 1. Service generated campaigns 2. Customer inspired topics 3. Expectation management Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  18. 18. Action #2 Do Social Sales Marketing Service Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  19. 19. Action #3 Analytics CRM Share Functionality Communications Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  20. 20. Action #4 Lifecycle Experiences Develop A Common View Of Your Customers Journeys Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  21. 21. Action #5 Progress Social CRM and One Agenda © Brainfood Consulting Ltd 2013 Dashboards Goals Do Joint Business Planning
  22. 22. Take Aways Maybe Marketing, Sales and Service is the wrong way to organise customer engagement Remodel your organisation to mirror how customers actually behave Regain relevance in the eyes of customers Embrace the culture of One Agenda Social CRM and One Agenda © Brainfood Consulting Ltd 2013
  23. 23. Thank You! brainfoodextra.com @martinhw Social CRM and One Agenda © Brainfood Consulting Ltd 2013

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