Social Media Day 7-3-2013 Back to the nineties, when CRM wasn't social!

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Presentatie van Tony Spelkens, SAS, over de evolutie van CRM tot Social CRM. Social Media Day Academy van 7 maart 2013.

Presentatie van Tony Spelkens, SAS, over de evolutie van CRM tot Social CRM. Social Media Day Academy van 7 maart 2013.

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  • 1. BACK TO THE NINETIES … WHEN CRM WASN’T SOCIAL SOCIAL MEDIA DAY ACADEMY: 7/3/2012Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 2. WHO AM I? • Least followers on Twitter of speakers today • I’ve got and IT/Marketing/Analyst background • I work in the software industry with SAS Institute • Call me a generalist (as long as it’s data)Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 3. WHAT WILL I BRING?• Aspect of time in technology adoption: Learn from the past• Aspect of people in technology sense: Embrace the futureCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 4. THE HYPE CYCLECopyright © 2012, SAS Institute Inc. All rights reserved.
  • 5. expectations Social Analytics CRM Analytics Social Network Analysis Web Experience Analytics Social Media Management Integrated Marketing Web Analytics Management Customer Relationship Management Customer-Centric Web Strategies Text Analytics Lead Management Email Marketing As of September 2011 Peak of Technology Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Years to mainstream adoption: obsolete less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateauThis chart is a composite, derived from Gartner published Hype Cycles.The particular combination and comparison of items made here has not been reviewed by Gartner.Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 6. CRM IN THE NINETIES WAS CALLED DATABASE MARKETING• DRIVER #1: THE CHANGING ROLE OF DIRECT MARKETING • The move to relationship marketing for competitive advantage. • The decline in the effectiveness of traditional media. • The overcrowding and myopia of existing sales channels.• DRIVER #2: CHANGING COST STRUCTURES • The decline in electronic processing costs. • The increase in marketing costs.• DRIVER #3: CHANGING TECHNOLOGY • The advent of new methods of shopping and paying. • The development of economical methods for differentiating customer communication.• DRIVER #4: CHANGING ECONOMIC CONDITIONS • The desire to measure the impact of marketing efforts. • The fragmentation of consumer and business markets.Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 7. TODAY: 3 FLAVOURS OF CRM Salesforce Customer Automation Service Marketing AutomationCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 8. TODAY: 3 FLAVOURS OF CRM• Customer Service• Sales force automation• Marketing Automation• Enter socialCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 9. IN THE 90’SCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 10. Case 1: Zappos CUSTOMER CASE 1: CULTURE “WE LET OUR CUSTOMERS DO THE MARKETING FOR US” (TONY HSEIH, CEO ZAPPOS)Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 11. FOCUS ON CULTURE? SURE, BUT … • What if: • a typical day consists of 6,000 phone calls 400 live chats 1.1M social interactions.  you’ll need to know those persons!  Even Culture is fueled by Customer IntelligenceCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 12. IN BELGIUM• Eva from Belgacom • Charlotte from TelenetCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 13. CUSTOMER SERVICE CRM FUTURE  Respond to authors “in channel”  Active feedback channel for events, launches, promotionsCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 14. TODAY: 3 FLAVORS OF CRM• Customer Service• Sales force automation• Marketing automation• Enter socialCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 15. TODAY: 3 FLAVORS OF CRM• Customer Service• Sales force automation• Marketing automation• Enter socialCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 16. IN THE 90Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 17. Customer Intelligence MARKETING AUTOMATION Optimization Channels & Offers optimization Predictive Models Campaigns based on propensity scores and next best offers inbound campaigns Event Triggers Event Based Campaigns Segmentation and patterns Targeted campaigns Basic customer information Renewal campaigns / Opt in newsletters Customer IntimacyCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 18. IN BELGIUMCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 19. MARKETING AUTOMATION FUTURECopyright © 2012, SAS Institute Inc. All rights reserved.
  • 20. TODAY: 3 FLAVOURS OF CRM• Customer Service• Sales force automation• Marketing automation• Enter socialCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 21. IN THE 90’SCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 22. • CHANGING PARADIGMS This slide is for video use only.Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 23. This slide is for video use only. B u t   E M I   p ra c t i c a l l y   i sCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 24. This slide is for video use only.Itunes Music revenue 2012 expected to topCopyright © 2012, SAS Institute Inc. All rights reserved. 8 Billion $
  • 25. This slide is for video use only.8 Billion $ 1,6 Billion $Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 26. COMPANIES THAT DON’T DIGITALIZE THEIR ASSETS WILL DIESOME SLOWLY, OTHERS SUDDENLY BUT IT WILL BE PAINFULLCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 27. INTERNET ALMOST KILLED A RETAIL STARCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 28. BEST BUY IS BARELY SURVIVING DUE TO “SHOWROOMING”Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 29. Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 30. TOMORROW?Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 31. TODAY! AMAZON FRESHCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 32. ONE OF ING’S TOP THREATSCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 33. customerCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 34. EXPERIENCE LEGACY FUN PRESSURE LOTS OF CASH LIMITED CASH CUSTOMER INSIGHT UNKNOWN CUSTOMERSCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 35. ARE WE THEN TAKING SOCIAL CRM?Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 36. NO PROCESSES?Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 37. SOCIAL CRM Media Portal Media Conversation Visual Analytics FRAMEWORK iPad app Portal Center Big Data Mobile Dashboard Engagement Visualization Report, Engage, & Leverage Analytics Layer Sentiment Influence Text Mining & Content Clean & Engagement Entity Extraction Categorization Analysis Organize Analyze Data Data Cleansing & Natural Language Processing Integration Noise Filtering Data Management Collect Integrate • Social Networks Normalize • Forums • Survey Open-ends • Blogs • Customer Emails Store • Call Center logs • Online News Web • Reviews Internal • Web chats Data DataCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 38. (SOCIAL) CRM OR (SOCIAL) CRM?Copyright © 2012, SAS Institute Inc. All rights reserved. www.SAS.com