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Social Media – Social CRM – What is in it for you
 

Social Media – Social CRM – What is in it for you

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Presentation for a group of SAP CRM consultants to make them more aware about social media and to give them a (very small) introduction in social crm

Presentation for a group of SAP CRM consultants to make them more aware about social media and to give them a (very small) introduction in social crm

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  • http://www.personalizemedia.com/the-count/
  • http://bentremblay.com/en/versioning-the-web-web-3-0?utm_source=feedburner
  • Source: http://www.flickr.com/photos/greenboy/416052683/In the Foursquare example we’ve talked about giving the relevant information to the right consumer. But who are they?A very valid question is whether the way we think about our customers and consumers in general is still relevant or are we seeing changes?
  • There is a big shift in the way we think about personas on the web. Facebook has 400 million users and has recently dropped the initial focus on geographical location as foundation for your personal network.The story “from zero to hero” can become reality now based on a certain achievement or accomplishment. People become internet celebrities (e.gScoble, EsmeeDenters) or highly reputed in their community (e.g. clouderati, twitterati, followers on Twitter)However the big difference with before is that people can have very distinct personas depending on the situation. You can be a blonde babe in second life, in real life have a boring office job and lead a clan in world of warcraft or have hundred thousands of followers on Twitter. They key here is that there is a shift from focusing on the person to focus on the online persona(s).  your facebook or hyves profile is probably different than your linkedin profile. How do you put such a person in a box to target? The information you harvest from his participation in forums, might be actually irelevant to target him when he’s on facebook. Source: Gartner “The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ and Gartner “How to Determine Levels of Engagement for Generation Virtual”
  • Source: http://www.flickr.com/photos/naturalturn/3264726560/We are talkingabout web technologies, Web 2.0, etc. butit is very important that the web is nowrapidlychanging in a different kind of web that we are familiarwithforyears. The biggestgrowth of the web is not the traditional website side, butrather more under the radar. Much more ubiquiutoussippingintoour lives.Goal of thissection: smallmindset shift. Showingsomecuttingexamplesthat have not been commonlyadoptedyet.
  • Source: http://www.flickr.com/photos/spursfan_ace/2328879637/
  • Drivers:Shops don’t have brochures anymore!Broadband adoptionOnline shoppingResearch onlineVisit stores to try and maybe buyWhat do my friends thinkSocial Media sites are ever more popularProposition - What if you could use the power of social networks in your dealings with your customers?
  • http://www.slideshare.net/fhcipriani/social-crm-presentation-761225
  • http://www.slideshare.net/fhcipriani/social-crm-presentation-761225
  • Gary V.

Social Media – Social CRM – What is in it for you Social Media – Social CRM – What is in it for you Presentation Transcript

  • Social Media – Social CRM – What is in it for you
    Rick Mans - Social Media Evangelist
  • The Perfect Storm has changed Business Focus
    Business has been hit with;
    • The Credit Crunch
    • Globalisation of Competition
    • Commoditisation of key Activities
    • Customisation requirements for Products
    • Expectations for new levels of online Services
    and then there is the Technology
    impacts around;
    • The Ubiquitous Connectivity
    • Social Collaboration and Networks
    • The arrival of ‘The Cloud’
    • etc …..
  • Another big switch
    Web 1.0
    Web 2.0
    Traditional media
    Google search
    Flickr
    Mainly Broadband
    Mainly narrow band
    Alternative media
    netvibes
    Publishing is complex and limited to few traditional media and online merchants
    Value is created by aggregating content (portals)
    Wikipedia
    Easy and free publication for all
    Value is generated by tools allowing to publish easily
    2004
    2005
    Broadband is (becoming) a right in Spain and Finland
  • Technology and social factors have converged over the past few years to create a phenomenon called social computing
    TECHNOLOGY
    • Cheap hardware and software reach the masses.
    • Simple devices that anyone can operate.
    SOCIAL CHANGE
    • Consumers look for cost and time efficient technologies, ways to make their voices heard.
    • Younger techno savvy generations pioneer the use of personal networks and viral communication.
    Source: Forrester (2006) – Social Computing.
  • Internet statistics
    100 billion– The number clicks per day
    55 trillion– links on the Internet
    5% - The percentage of globalelectricityusedfor the Internet
    90 trillion – The number of emails sent in 2009
    81% – The percentage of emails that were spam.
    200 billion – The number of spam emails per day (assuming 81% are spam).
    1 million - IM messages per second
    8 terabytes– Traffic per seconde
    234 million – The number of websites as of December 2009.
    47 million – Added websites in 2009.
  • Social Media statistics
    24 – Hours of video uploaded every minute onto YouTube
    600k - new members on Facebook per day
    900.000 -The number of blogs posts put up every day
    700 million – The number of photos uploaded per day on Facebook
    400 million – People on Facebook.
    50% – Percentage of Facebook users that log in every day.
    500,000 – The number of active Facebook applications.
    84% – Percent of social network sites with more women than men.
    1,73 billion – Internet users worldwide (September 2009).
    18% – Increase in Internet users since the previous year.
    126 million – The number of blogs on the Internet (as tracked by BlogPulse).
    27.3 million – Number of tweets on Twitter per day (November, 2009)
    57% – Percentage of Twitter’s user base located in the United States.
    4.25 million – People following @aplusk (Ashton Kutcher, Twitter’s most followed user).
    1800 – only this many people are following Rick Mans
  • The Intelligence is in the Connections
    Intelligent Web
    Web OS
    Web 4.0
    Semantic Web
    2018
    Intelligent personal agents
    Real-Time Web
    Web 3.0
    Natural Language Search
    SWRL
    Activity streams
    2009
    OWL
    SPARQL
    Lifestreaming
    AJAX
    OpenID
    Semantic Search
    Social Web
    Microblogging
    Widgets
    ATOM
    RSS
    RDF
    Mashups
    P2P
    Memetrackers
    Office 2.0
    Web 2.0
    Javascript
    Flash
    SOAP
    Virtual worlds
    Blogging
    XML
    Social Media
    1999
    The Web
    Java
    HTML
    Social Networks
    SaaS
    Connections between Information
    HTTP
    Wikis
    Directory Portals
    VR
    Online Services
    Keyword Search
    Lightweight Collaboration
    Web 1.0
    Websites
    BBS
    Gopher
    1989
    SQL
    MacOS
    Consumer online services
    The Desktop
    Groupware
    SGML
    Multimedia
    CDROMs
    Databases
    Windows
    File Servers
    The Internet
    PC Era
    Email
    IRC
    1977
    FTP
    USENET
    PC’s
    File Systems
    Connections between people
  • It seems to be like Pink Floyd lyrics: It can mean different things to different people, depending on your state of mind
    Kevin Maney
  • Human interaction in a virtual world
    For me Social Media is
  • who are you?
    http://www.flickr.com/photos/greenboy/416052683/
  • A newgeneration
    Generation Y, The Millenials, Digital Natives… the futuregenerations are infinatelyconnected, born and raised digital, and favourvaluessuch as connectedness / community, environmentalawareness, authenticity, freedom and friendshipabove all else.
    What does thismeanfor a company
    Cut and paste Generation: Today’syouthcreatetheirownauthenticstylebutcombining different styles.
    Generation Search: S=searching and sharing, E=equilibrium, A=achieving, R=rules, C=commitment, H=harmony.
    Digitale Generatie: Todaysyouth … Jongeren van nu vinden het leven in de virtuele wereld even vanzelfsprekend als daarbuiten; de eerste generatie die opgroeit met digitale media.
    My Media Generation: Today’syouth have threebasicneeds: community, selfexpression and personalisation; the first 'global' generationThatcancustomizeeverything to itsown taste and wants.
    Generatie Einstein: Todaysyouth is smarter, stronger and more social: the firstpositivegeneration!
  • Generation V
    Generation Virtual is used to describe a growing online culture in which people participate, often anonymously, through personas in a flat, virtual environment. Generation Virtual is not defined by age, gender, social demographics or geographic location. It is based on demonstrated accomplishments (merit) and an increasing preference for the use of digital media channels to discover information, build knowledge and share insights.
    The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ –
    Gartner ID Number: G00158087
  • Or in a more visual wayMultiple Online Personas
    gender
    accomplishments
    demonstrated achievement
    use of
    digital
    media
    age
    social demographic
    geography
    “Twitterati”
    “Clouderati”
  • Consumerson the Web 2.0
  • THE END
    OF THE WEB AS WE KNOW
    http://www.flickr.com/photos/naturalturn/3264726560/
  • The Internet and its attendant array of consumer devices, networks and content sources have fundamentally changed how customers, employees and partners expect to interact with the enterprise (Gartner CIO survey 2008/2009).
  • Internet retailing is responsible for circa 10% of total sales, this is expected to grow not shrink
  • However, social media and networks influence a very significant portion (greater than 40%) of all offline sales.
  • The Historic Focus of CRM projects vs How Customers buy thingstoday
  • Wikipediaabout CRM
    Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. 
  • Social CRM
  • Social CRM is your existing CRM plus the ability to leverage the social web and kick start, manage and ultimately automate the conversation process. Its power lies in the ability for all parts of the organisation but mostly customer services and sales/marketing teams to listen in on conversations (social voyeurism), craft compelling messages, join in on customer conversations (Twitter is being increasingly used in this context) and offer people added value information in real time.
  • Social 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 collaborativeconversation 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
  • Evolution of Organizational Mindset
    Innovation comes from one specialized source within the company (innovation group)
    Frontline employees communicate targeted messages for transactional operations
    !
    !
    !
    !
    Transaction
    Feedback
    Interaction
    Conversation
    Contribution
    Employee
    Customer
    Employees
    Customers
    • Innovation is gathered from all employees as they are closely connected to the final customer and to each other via internal web 2.0 tools. Customers are in the center of the innovation cycle.
    • Frontline and non frontline employees engage conversations including new customers in the context and rerouting conversations. New set of employee skills needed.
  • Evolution of Technology
    Monitoring /
    Interconnecting tools
    Conversation tools
    Data
    mining
    Customer
    Owned
    Data
    Process Support
    Account Management
    Contact Management
    Activity Management
    Lead / Opp Management
    Campaign Management
    Sales Management
    Service Management…
    Forums
    RSS
    Process Support
    Account Management
    Contact Management
    Activity Management
    Lead / Opp Management
    Campaign Management
    Sales Management
    Service Management…
    Widgets
    Blogs
    APIs
    Open Id
    Podcast
    Wikis
    Social Networks
    Cloud
    Computing
    • CRM Solutions focused in automating and supporting internal business processes
    Brand monitoring
    services
    • CRM Solutions focused in community creation internal and externally
  • What is in IT foryou
  • Building meaningfulrelationships
    Withyourfriends and colleagues
    Withpeopleyoudon’tknow (yet)
    Build trust
  • Increasedvisibility
    Become the go-to-expert
  • Mindsharing and insight
    Getnewinsights (for free)
    Help others
    Get feedback and input from experts
    Shareyourinformation
  • (Business) Opportunities
    Youcanbeconnected to more people
    More peoplewillbeable to findyou
    Theywillbeaware of your expertise
  • Goldrush
    Just like the gold rush, this is going to
    end…what are you waiting for?
  • Rick Mans
    rick.mans@capgemini.com+31 6 512 10 144http://twitter.com/rickmanshttp://www.linkedin.com/in/rickmans