Social CRM - Presented by Brent Leary

Brent Leary, CRM Essentials LLC Social CRM: Not Your Father’s Customer Relationship Management

What Is Customer Relationship Management?

CRM is your approach and attitude for finding , captivating and keeping good customers… AND its strategy for being found by them .

Sales & Marketing Challenges

The Problem

Avg. Business has 7% awareness

90%+ of market not ready to buy

Awareness = 6-7 touches per yr

80% of new sales take 8-15 contacts to gain interest

Avg. salesperson abandons after 1-2 calls

50% of all leads buy – in 6-18 months

Result

Huge numbers of missed opportunities

* Source: Cargill Consulting Group, Inc., Griffin Consulting Group, Sales & Marketing Mgmt Magazine, Harvard Business Review, Dartnell Institute

“ Social” challenges

Finding time to turn good customers into advocates

Finding enough good customers

Creating opportunities for meaningful exchanges

Creating opportunities for prospects to find us

Need to automate time consuming tasks keeping you from creating advocates:

Creating attractive content appealing to good prospects

Responding to Leads Quickly, Correctly and Effectively

Closing more good deals efficiently

“ Social” challenges… to The Customer

Finding time to turn searches into answers/solutions

Finding enough trusted information

Finding trusted vendors

Finding vendors who value them

Creating opportunities for meaningful exchanges

Need to automate time consuming tasks keeping you from creating advocates:

Each customer wants a personalized experience …

They couldn’t care less if they are high value or low value customers

… But they want to be VALUED

Want tools to manage their own experience

Expectations of the Social Customer

93% of Americans believe a company should have a presence in social media

85% believe a company should not only be present but also interact with its consumers via social media

56% of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.

2008 Cone Business in Social Media Study

The Numbers

comScore MediaMetrix (August 2008)

Blogs: 77.7 million unique visitors in the US

Facebook: 41.0 million | MySpace 75.1 million

Total internet audience 188.9 million

eMarketer (May 2008)

94.1 million US blog readers in 2007 ( 50% of Internet users)

22.6 million US bloggers in 2007 (12%)

Universal McCann (March 2008)

184 million WW have started a blog | 26.4 US

346 million WW read blogs | 60.3 US

77% of active Internet users read blogs

2008 Technorati.com State of the Blogosphere

Source: Brian Solis The Social Customer - Tools

“ People like doing business with people they like …

Social CRM Basics … and love doing business with people they trust!”

How do you get people to like you when:

Social CRM Challenge

They don’t know you exist

They don’t live near you

You don’t have a big marketing budget

Social CRM Example

Social CRM: Barack 2.0 – An Example

This… is the Social Customer

Converting content into conversations

Extending conversations into collaborative experiences

Transforming experiences into meaningful relationships

Enter Social CRM Automating the Conversation Process

Social CRM: New Dimension to Traditional Focus Build quality business relationships Analyze the effectiveness of relationship-building activities (blogging, twittering, email marketing, etc.), and Create audacious content that grabs the attention of those you want to engage in conversations