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  • 1. The Convergence of Social Media and CRM January 26 th , 2010
  • 2. Introduction
    • Richard Bolton
    • President and Senior Consultant for Centricity360 Software Consulting.
    • 15 years experience in selling, marketing, consulting and implementing a very broad range of software and hardware solutions.
    • Microsoft Software Advisor – Microsoft Dynamics CRM.
    • Specialize and Strategize on:
      • Customer Relationship Management – Sales, Marketing and Customer Support.
      • Social Media – Consulting, Monitoring, Strategies, and Software Application Implementation.
    • Chair – Marketing and Communication Committee - Milton Chamber of Commerce. Recipient of the Volunteer of the Year 2008.
  • 3. Agenda
    • The New Economy – Social Media Impact
    • Traditional CRM
    • The Social Media Revolution
    • Social CRM
    • SCRM - Concept, Approach, Benefits.
    • SCRM Technologies 2010
    • Q&A
  • 4. The New Economy The Impact of Social Media
    • Social media is helping to forge a new era in business transparency and engagement, creating both new challenges and opportunities.
    • Today’s customers expect an honest and direct relationship with the companies with which they do business.
    • Companies are asked to be increasingly transparent and personal, revealing their human side.
    • Web 2.0 – 4 C’s – Content, Conversation, Collaboration, Community.
  • 5. The New Economy The Shift
    • The Old Game
    • Trying to Sell
    • Large Campaigns
    • Controlling our Image
    • Hard to Reach
    • Social Economy
    • Making Connections
    • Small Acts
    • Being Ourselves
    • Available Everywhere
  • 6. Traditional Customer Relationship Management
    • One to One Selling.
      • Company to Customer.
    • Improved Operational Effectiveness – Internal Focus.
      • Features and Benefits.
      • Process Centric – Automation.
      • Workflows.
      • Reporting.
    • Improved Interdepartmental Collaboration
      • Sales, Marketing and Service working as a cohesive unit.
    • Data Driven - Easier access to information.
      • Data Centric – All customer data in one Location
    • Grew out the need to store, track, and report on critical information about customers and prospects.
    • More about the internal operations of a company.
  • 7. Social Media Revolution Transitioning CRM Focus
    • Content-Driven .
      • Relevant, compelling content.
      • Developing a blog post, podcast, YouTube video, or Webinar, creating attractive content is a key pillar of Social CRM strategy.
    • Conversation-Centric .
      • Conversations generate value.
    • People/Community-Focused .
      • Social CRM is all about people and community.
      • Customers contributing to product innovation
  • 8. Social CRM Definition
    • “ CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”
    • By  Paul Greenberg, President, The 56 Group
  • 9.
    • Social CRM is a company wide philosophy and a business strategy of engaging customers through Social Media for communicating trust and brand loyalty.
    Social CRM Definition
  • 10. Social Media Big Picture
  • 11. Social CRM Concept - Benefits - Approach
    • What is it?
    • Web 2.0 is expanded the R in CRM:
    • C R M
    • R elationship
  • 12. Social CRM - The Concept
    • Social CRM is a new organizational philosophy for governing our businesses in the new social economy.
    • It’s a customer strategy by which sales, marketing and service departments use social media to engage and support the customer. Externally.
    • How we share, interpret and act on those conversations in the best interest of customer. Internally.
    • Interaction with the CRM software system.
  • 13. Social CRM
  • 14. Social CRM - SCRM
    • The 3 Pillars of Social CRM:
    • Social Media
      • Customers on the Social Web.
      • Content, Conversation, Collaboration, Community.
    • Customer Relationship Management
      • How Sales, Marketing and Service use Social Media both external and internal to the company.
    • Transactional CRM
      • Conversion process where we are converting nurtured conversations to transaction business .
  • 15. Social CRM
  • 16. Integrating Social CRM in Business The Approach
    • Create a Customer based Social Media Marketing Strategy.
      • Don’t lead with tools and expect your audience to show up.
    • P.O.S.T.
      • People, Objectives, Strategy, Technology
      • Groundswell - Josh Bernoff and Charlene Li
    • Set Company Social Media Policy .
    • Marketing should lead Social Media Strategy.
    • Monitor, Monitor, Monitor .
  • 17. Benefits of Social CRM Organizational Shift
    • Marketing Teams
      • Meeting prospect at the point of need, earlier in the buying process.
      • Real Time listening and monitoring of conversations.
      • Gain faster and greater insight into the effectiveness of their marketing and communication efforts.
      • Helps define and refine their message.
    • Sales Teams.
      • More relevant information on customers and prospects.
      • Integrated view of customer online conversations, analytics (SEO, Website) and existing CRM history.
  • 18. Benefits of Social CRM Organizational Shift
    • Service Teams.
      • Empowered to provide memorable service.
      • Responding to the customer on the customers terms using the customers medium.
      • Integrated view of the interaction, engagement and conversation history.
    • Product Development
      • Collaborate with the customer through the development phase.
      • Build advocacy and positive word of mouth.
      • Via forums, communities, contests and polls.
  • 19. Social CRM - Benefits What to expect
    • Raise Marketing ROI thanks to better targeting, better product solution, customer experience and word-of-mouth.
    • Improve marketing effectiveness.
    • Identify new business opportunities and improve cross/up-sell abilities through increasing contact with existing and potential customers.
    • Increase R&D capabilities and stimulate innovation.
    • Increase customer loyalty – Improve brand reputation.
    • Decrease customer service costs through self-helping communities.
  • 20. SCRM Products to Watch in 2010
    • Traditional CRM Vendors offering Social Integration
    • Microsoft Dynamics CRM – “Social Media Accelerator”.
    • SalesForce.com – “Chatter” and “Cloud Connectors”
    • Sugar CRM – “Cloud Connectors”
    • Act! – “Social Media Integration”
    • Community Platforms Offering Social CRM
    • Lithium Technologies – “Social CRM Suite”
      • Community Applications, Reputation Engine, Actionable Analytics, CRM Connectivity, and Social Web Connectivity.
    • Brand Monitoring Offering Social CRM
    • Radian 6 – “Webtrends” and “SalesForce”
  • 21. Microsoft Dynamics CRM Social Networking Accelerator
  • 22. Social CRM Conclusions
    • Social CRM does not replace traditional CRM.
      • It extends the traditional CRM capabilities to engage conversations with customers and the market.
    • Social CRM humanizes the company.
      • The customers see it as a trusted peer.
      • Customers trust people like themselves.
    • Social CRM puts the customer at the core of the companies strategy.
      • Affects the entire organizational structure and culture.
      • A new organizational mindset.
    • Social CRM introduces new value drivers thanks to customers engaged with the brand.
      • Innovation through customers engaged with products.
  • 23. Q & A Discussion: Social Media Marketing Strategy 2010
  • 24. Thank you!