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

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  • Source: 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: 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:
  • 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?
  • Gary V.
  • Social Media – Social CRM – What is in it for you

    1. Social Media – Social CRM – What is in it for you<br />Rick Mans - Social Media Evangelist<br />
    2. The Perfect Storm has changed Business Focus<br />Business has been hit with;<br /><ul><li>The Credit Crunch
    3. Globalisation of Competition
    4. Commoditisation of key Activities
    5. Customisation requirements for Products
    6. Expectations for new levels of online Services</li></ul>and then there is the Technology <br />impacts around;<br /><ul><li>The Ubiquitous Connectivity
    7. Social Collaboration and Networks
    8. The arrival of ‘The Cloud’
    9. etc …..</li></li></ul><li>Another big switch<br />Web 1.0<br />Web 2.0<br />Traditional media<br />Google search<br />Flickr<br />Mainly Broadband<br />Mainly narrow band<br />Alternative media<br />netvibes<br />Publishing is complex and limited to few traditional media and online merchants<br />Value is created by aggregating content (portals)<br />Wikipedia<br />Easy and free publication for all<br />Value is generated by tools allowing to publish easily<br />2004<br />2005<br />Broadband is (becoming) a right in Spain and Finland<br />
    10. Technology and social factors have converged over the past few years to create a phenomenon called social computing<br />TECHNOLOGY<br /><ul><li>Cheap hardware and software reach the masses.
    11. Simple devices that anyone can operate.</li></ul>SOCIAL CHANGE<br /><ul><li>Consumers look for cost and time efficient technologies, ways to make their voices heard.
    12. Younger techno savvy generations pioneer the use of personal networks and viral communication.</li></ul>Source: Forrester (2006) – Social Computing.<br />
    13. Internet statistics<br />100 billion– The number clicks per day<br />55 trillion– links on the Internet<br />5% - The percentage of globalelectricityusedfor the Internet<br />90 trillion – The number of emails sent in 2009<br />81% – The percentage of emails that were spam.<br />200 billion – The number of spam emails per day (assuming 81% are spam).<br />1 million - IM messages per second<br />8 terabytes– Traffic per seconde<br />234 million – The number of websites as of December 2009.<br />47 million – Added websites in 2009.<br />
    14. Social Media statistics<br />24 – Hours of video uploaded every minute onto YouTube<br />600k - new members on Facebook per day<br />900.000 -The number of blogs posts put up every day<br />700 million – The number of photos uploaded per day on Facebook<br />400 million – People on Facebook.<br />50% – Percentage of Facebook users that log in every day.<br />500,000 – The number of active Facebook applications.<br />84% – Percent of social network sites with more women than men.<br />1,73 billion – Internet users worldwide (September 2009).<br />18% – Increase in Internet users since the previous year.<br />126 million – The number of blogs on the Internet (as tracked by BlogPulse).<br />27.3 million – Number of tweets on Twitter per day (November, 2009)<br />57% – Percentage of Twitter’s user base located in the United States.<br />4.25 million – People following @aplusk (Ashton Kutcher, Twitter’s most followed user).<br />1800 – only this many people are following Rick Mans<br />
    15. The Intelligence is in the Connections<br />Intelligent Web<br />Web OS<br />Web 4.0 <br />Semantic Web<br /> 2018<br />Intelligent personal agents<br />Real-Time Web<br />Web 3.0 <br />Natural Language Search<br />SWRL<br />Activity streams<br />2009<br />OWL<br />SPARQL<br />Lifestreaming<br />AJAX<br />OpenID<br />Semantic Search<br />Social Web<br />Microblogging<br />Widgets<br />ATOM<br />RSS<br />RDF<br />Mashups<br />P2P<br />Memetrackers<br />Office 2.0<br />Web 2.0 <br />Javascript<br />Flash<br />SOAP<br />Virtual worlds<br />Blogging<br />XML<br />Social Media<br />1999<br />The Web<br />Java<br />HTML<br />Social Networks<br />SaaS<br />Connections between Information<br />HTTP<br />Wikis<br />Directory Portals<br />VR<br />Online Services<br />Keyword Search<br />Lightweight Collaboration<br />Web 1.0 <br />Websites<br />BBS<br />Gopher<br />1989<br />SQL<br />MacOS<br />Consumer online services<br />The Desktop<br />Groupware<br />SGML<br />Multimedia <br />CDROMs<br />Databases<br />Windows<br />File Servers<br />The Internet<br />PC Era<br />Email<br />IRC<br />1977<br />FTP<br />USENET<br />PC’s<br />File Systems<br />Connections between people<br />
    16. It seems to be like Pink Floyd lyrics: It can mean different things to different people, depending on your state of mind<br />Kevin Maney<br />
    17. Human interaction in a virtual world<br />For me Social Media is<br />
    18. who are you?<br /><br />
    19. A newgeneration<br />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. <br />What does thismeanfor a company<br />Cut and paste Generation: Today’syouthcreatetheirownauthenticstylebutcombining different styles.<br />Generation Search: S=searching and sharing, E=equilibrium, A=achieving, R=rules, C=commitment, H=harmony.<br />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.<br />My Media Generation: Today’syouth have threebasicneeds: community, selfexpression and personalisation; the first 'global' generationThatcancustomizeeverything to itsown taste and wants. <br />Generatie Einstein: Todaysyouth is smarter, stronger and more social: the firstpositivegeneration! <br />
    20. Generation V<br />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.<br />The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ – <br />Gartner ID Number: G00158087 <br />
    21. Or in a more visual wayMultiple Online Personas<br />gender<br />accomplishments<br />demonstrated achievement<br />use of <br />digital <br />media<br />age<br />social demographic<br />geography<br />“Twitterati”<br />“Clouderati”<br />
    22. Consumerson the Web 2.0<br />
    23. THE END <br />OF THE WEB AS WE KNOW<br /><br />
    24. 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).<br />
    25. Internet retailing is responsible for circa 10% of total sales, this is expected to grow not shrink<br />
    26. However, social media and networks influence a very significant portion (greater than 40%) of all offline sales.<br />
    27. The Historic Focus of CRM projects vs How Customers buy thingstoday<br />
    28. Wikipediaabout CRM<br />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. <br />
    29. Social CRM<br />
    30. 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.<br />
    31. 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. <br />It’s the company’s response to the customer’s ownership of the conversation<br />
    32. Evolution of Organizational Mindset<br />Innovation comes from one specialized source within the company (innovation group)<br />Frontline employees communicate targeted messages for transactional operations <br />!<br />!<br />!<br />!<br />Transaction<br />Feedback<br />Interaction<br />Conversation<br />Contribution<br />Employee<br />Customer<br />Employees<br />Customers<br /><ul><li>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.
    33. Frontline and non frontline employees engage conversations including new customers in the context and rerouting conversations. New set of employee skills needed.</li></li></ul><li>Evolution of Technology<br />Monitoring / <br />Interconnecting tools<br />Conversation tools<br />Data<br />mining<br />Customer<br />Owned<br />Data<br />Process Support<br />Account Management<br />Contact Management<br />Activity Management<br />Lead / Opp Management<br />Campaign Management<br />Sales Management<br />Service Management…<br />Forums<br />RSS<br />Process Support<br />Account Management<br />Contact Management<br />Activity Management<br />Lead / Opp Management<br />Campaign Management<br />Sales Management<br />Service Management…<br />Widgets<br />Blogs<br />APIs<br />Open Id<br />Podcast<br />Wikis<br />Social Networks<br />Cloud <br />Computing<br /><ul><li>CRM Solutions focused in automating and supporting internal business processes</li></ul>Brand monitoring<br />services<br /><ul><li>CRM Solutions focused in community creation internal and externally</li></li></ul><li>
    34. What is in IT foryou<br />
    35. Building meaningfulrelationships<br />Withyourfriends and colleagues<br />Withpeopleyoudon’tknow (yet)<br />Build trust<br />
    36. Increasedvisibility<br />Become the go-to-expert<br />
    37. Mindsharing and insight<br />Getnewinsights (for free)<br />Help others<br />Get feedback and input from experts<br />Shareyourinformation<br />
    38. (Business) Opportunities<br />Youcanbeconnected to more people<br />More peoplewillbeable to findyou<br />Theywillbeaware of your expertise<br />
    39. Goldrush<br />Just like the gold rush, this is going to<br />end…what are you waiting for?<br />
    40. Rick Mans<br /> 6 512 10 144<br />