0
SOCIAL CRMWhen 2 Worlds Meet
1
2
SOCIAL MEDIAThe limitations of
Social is certainly not
obvious for each and
every organisation.
SOCIAL MEDIAThe limitations of
Even realtime is
not fast enough.
SOCIAL MEDIAThe limitations of
Impossible to scale.
SOCIAL MEDIAThe limitations of
Customers don’t
really care about
departments.
CRMThe limitations of
Even though very
customer-focused,
the customer is not
actively involved.
CRMThe limitations of
Company CustomerINSIDE OUT
CRMThe limitations of
Company CustomerINSIDE OUT
Other customer
Other customer
Other customer
Other customer
social media crm
Forrester, The future of the social web
2006 2007 2008 2009 2010 2011 2012 2013 2014
Social relationships
Social functiona...
Forrester, The future of the social web
2006 2007 2008 2009 2010 2011 2012 2013 2014
Social relationships
Social functiona...
SOCIAL MEDIA AND CRM
WILL THEY BLEND?
LET’S FIND OUT TODAY ...
1. What is this social CRM all about?
2. Advantages and opportunities
3. Putting SCRM into practi...
SO WHAT IS THIS
SOCIAL CRM ALL ABOUT?
1
I GUESS WE ALL AGREE
THE WORLD HAS CHANGED
PEOPLE
CUSTOMERS
TRUST
have access to every possible information, therefore ...
no longer need to listen, they’ll just tal...
Disagree? Ask
Traditional
Today
Forrester
YOUR BEST CUSTOMER ISN’T NECESSARILY
THE ONE WHO BUYS MOST
Who is your most valuable customer?
purchasevalue
€
€€
€€€
€€€€
The 80/20 rule
The 80/20 rule
Who is your most valuable customer?purchasevalue
€
€€
€€€
€€€€
The 90/9/1 rule*
contentcontribution
90% aud...
The 80/20 rule
Who is your most valuable customer?purchasevalue
€
€€
€€€
€€€€
The 90/9/1 rule*
contentcontribution
90% aud...
The 80/20 rule
Who is your most valuable customer?purchasevalue
€
€€
€€€
€€€€
The 90/9/1 rule*
contentcontribution
90% aud...
The 80/20 rule
Who is your most valuable customer?purchasevalue
€
€€
€€€
€€€€
The 90/9/1 rule*
contentcontribution
90% aud...
Social CRM is the
company's response to the
customer's ownership of
the conversation.
Paul Greenberg
Social CRM is a company’s necessary response to its
customers’ transformation from spectators to
participants and their su...
relationship management
social customer
? ?
?
Company Customer
TRADITIONAL CRM: INSIDE OUT
SOCIAL CRM: OUTSIDE IN
Company Customer
TRADITIONAL CRM: INSIDE OUT
SOCIAL CRM: OUTSIDE IN
Other customer
Other customer
Other customer
Other cus...
Company CustomerTRADITIONAL CRM: INSIDE OUT
SOCIAL CRM: OUTSIDE IN
SO WHAT REALLY IS
THE DIFFERENCE?
WHO
WHAT
WHEN
WHERE
WHY
HOW
Assigned departments
Company defined proces
Business hours
Defined channels
Transaction
Inside o...
ADVANTAGES
AND OPPORTUNITIES
2
MARKETING & PR1
SALES2
CUSTOMER SERVICE3
Purpose of “Social” ?
1. Marketing and PR 2. Sales 3. Customer Support
Source: FollowFridays Survey
83%
13%
2%
MARKETING & PR1
✓ Listening allows you to reach out to
prospects at the very moment they
have a specific need.
✓ Better ana...
69,2
19,2
11,5
75
21,9
3,1
75
18,8
pre-campaign campaign post-campaign
= negative = neutral
A better analysis of marketing...
TastiRewards incentivizes
customers to associate their
Twitter, Facebook and Foursquare
accounts with their Tasti D-Lite
m...
The value of sharing.
The value of sharing.
each share equals
$1.78 in ticket sales
SALES2
✓ Enriching prospect and
customer data with
social interactions to
get a better view of the
client.
Imagine I’d als...
CUSTOMER SERVICE3
✓ Proactive problem solving and answering to customers.
✓ Better view of the client’s situation (history...
Comcastcares
PUTTING THINGS
INTO PRACTICE
3
THE FIVE M’S OF SOCIAL CRMMMMM
✓ Monitoring
✓ Mapping
✓ Management
✓ Middleware
✓ Measure
According to Altimeter
MONITORING1
✓ Similar to social media,
you can’t engage in social
CRM without listening first.
✓ Monitor the social web for...
MAPPING2
✓ Identify who’s talking. Do we
already know this person on
other social networks, our
own database, ...?
✓ Get p...
MANAGEMENT3
✓ The rules and processes that define what we’re going
to do with what we just learned:
✓ When are we going to
...
MIDDLEWARE4
✓ The seamless
integration of social
and corporate data.
MEASURE5
✓ We probably no longer need to
convince you of the
importance of measuring ...
✓ Yet what you can’t measure,
you...
18 use cases to have a
look at. We picked a few
for this next example.
LET’S TRY
AN EXAMPLE
Remember this bike?
Let’s imagine for a second
we’re bicycle dealers and
want to sell Bart a new bike.
AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE
1 2
Google
http://www.url.com1
Bart has done extensive research, yet he
can’t decide between two models. In order to
make a final decision, he turns to hi...
Choose my bike
http://www.url.com1
Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula
quam, rutru...
Facebook
http://www.url.com1
Don’t pick the designer bike. Way
too expensive! The Kalkhoff is
better, even features built-...
1 So why is this interesting?
✓ Bart discusses both bikes (and probably the
dealership as well) extensively with his onlin...
Bart decides to buy this bike.
AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE
1 2
Just like any other consumer, Bart’s
pretty excited about his new purchase.
As soon as he returns home, he
immediately vis...
Facebook
http://www.url.com2
Woot! Just bought myself a new bike!
Super!
Which one did you pick?
Wow! What color did you c...
That’s great news! Yet as a bicycle dealer,
we’re missing quite an opportunity. Let’s
help Bart share his enthousiasm.
Facebook
http://www.url.com2
Woot! Just bought myself a new bike! Go have
a look at http://bycic.ly/47z6m
Super!
I want on...
Bycic.ly
http://www.url.com2
Congratulations Bart
with your brand new
Kalkhoff bike. Have fun!
Super!
I want one too!!!
OM...
2 So why is this interesting?
✓ We’re optimally using Bart’s enthousiasm to tell his
friends about the Kalkhoff brand.
✓ C...
WHY THE BICYLE DEALER BENEFITS
✓ Enrich (map) our database with social profiles.
✓ Topic of conversation among Bart’s frien...
TAKEAWAY
TWEETS5
4
Social CRM is not a
replacement for traditional
CRM, nor for social media.
74 characters
It’s a solution to
business problems that
have always existed.
62 characters
SCRM is a (long-term)
strategy. Technology
only is the enabler.
63 characters
There’s no such
thing as one size
fits all.
43 characters
We’re just scratching
the surface. And you
should do that too*.
62 characters
* don’t worry: while you’re doing so, we’ll ...
thanks you!
!
!
!
Follow Fridays Briefing
!
Contact Info
!
!"#$%&'( ! !
!!!!!
!
)"*+,$(( ( !
!!!!!
!
-,,$.//0! ! !
!!!!!
!
1//0!! ! !
...
tijs.vrolix@proximity.bbdo.be
franky.willekens@proximity.bbdo.be
bart.muskala@proximity.bbdo.be
jan.algoed@proximity.bbdo....
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
Social CRM (Follow Fridays)
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Social CRM (Follow Fridays)

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Proximity BBDO Follow Fridays session I did together with Franky Willekens.

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Transcript of "Social CRM (Follow Fridays)"

  1. 1. SOCIAL CRMWhen 2 Worlds Meet
  2. 2. 1 2
  3. 3. SOCIAL MEDIAThe limitations of Social is certainly not obvious for each and every organisation.
  4. 4. SOCIAL MEDIAThe limitations of Even realtime is not fast enough.
  5. 5. SOCIAL MEDIAThe limitations of Impossible to scale.
  6. 6. SOCIAL MEDIAThe limitations of Customers don’t really care about departments.
  7. 7. CRMThe limitations of Even though very customer-focused, the customer is not actively involved.
  8. 8. CRMThe limitations of Company CustomerINSIDE OUT
  9. 9. CRMThe limitations of Company CustomerINSIDE OUT Other customer Other customer Other customer Other customer
  10. 10. social media crm
  11. 11. Forrester, The future of the social web 2006 2007 2008 2009 2010 2011 2012 2013 2014 Social relationships Social functionality Social colonization Social context Social commerce
  12. 12. Forrester, The future of the social web 2006 2007 2008 2009 2010 2011 2012 2013 2014 Social relationships Social functionality Social colonization Social context Social commerce people talking to each other online, yet no social networks social networking “friends” (walled gardens) social identies (Facebook Connect) customisation based on social profiles power to the (connected) customer (social CRM)
  13. 13. SOCIAL MEDIA AND CRM WILL THEY BLEND?
  14. 14. LET’S FIND OUT TODAY ... 1. What is this social CRM all about? 2. Advantages and opportunities 3. Putting SCRM into practice 4. Takeaway tweets
  15. 15. SO WHAT IS THIS SOCIAL CRM ALL ABOUT? 1
  16. 16. I GUESS WE ALL AGREE THE WORLD HAS CHANGED
  17. 17. PEOPLE CUSTOMERS TRUST have access to every possible information, therefore ... no longer need to listen, they’ll just talk to each other. Meaning ... today works totally different then it used to.
  18. 18. Disagree? Ask
  19. 19. Traditional Today Forrester
  20. 20. YOUR BEST CUSTOMER ISN’T NECESSARILY THE ONE WHO BUYS MOST
  21. 21. Who is your most valuable customer? purchasevalue € €€ €€€ €€€€ The 80/20 rule
  22. 22. The 80/20 rule Who is your most valuable customer?purchasevalue € €€ €€€ €€€€ The 90/9/1 rule* contentcontribution 90% audience 9% editors 1% creators *cc Jake McKee & 90-9-1.com
  23. 23. The 80/20 rule Who is your most valuable customer?purchasevalue € €€ €€€ €€€€ The 90/9/1 rule* contentcontribution 90% audience keep *cc Jake McKee & 90-9-1.com 1% creators
  24. 24. The 80/20 rule Who is your most valuable customer?purchasevalue € €€ €€€ €€€€ The 90/9/1 rule* contentcontribution 90% audience keep grow *cc Jake McKee & 90-9-1.com 1% creators
  25. 25. The 80/20 rule Who is your most valuable customer?purchasevalue € €€ €€€ €€€€ The 90/9/1 rule* contentcontribution 90% audience keep grow *cc Jake McKee & 90-9-1.com 1% creators acquire
  26. 26. Social CRM is the company's response to the customer's ownership of the conversation. Paul Greenberg
  27. 27. Social CRM is a company’s necessary response to its customers’ transformation from spectators to participants and their subsequent co-ownership of the brand, based on their needs rather than on your rules.
  28. 28. relationship management social customer ? ? ?
  29. 29. Company Customer TRADITIONAL CRM: INSIDE OUT SOCIAL CRM: OUTSIDE IN
  30. 30. Company Customer TRADITIONAL CRM: INSIDE OUT SOCIAL CRM: OUTSIDE IN Other customer Other customer Other customer Other customer
  31. 31. Company CustomerTRADITIONAL CRM: INSIDE OUT SOCIAL CRM: OUTSIDE IN
  32. 32. SO WHAT REALLY IS THE DIFFERENCE?
  33. 33. WHO WHAT WHEN WHERE WHY HOW Assigned departments Company defined proces Business hours Defined channels Transaction Inside out Everyone Customer defined proces Customer sets the hours Customer-driven dynamic channels Interaction Outside in
  34. 34. ADVANTAGES AND OPPORTUNITIES 2
  35. 35. MARKETING & PR1 SALES2 CUSTOMER SERVICE3
  36. 36. Purpose of “Social” ? 1. Marketing and PR 2. Sales 3. Customer Support Source: FollowFridays Survey 83% 13% 2%
  37. 37. MARKETING & PR1 ✓ Listening allows you to reach out to prospects at the very moment they have a specific need. ✓ Better analysis of marketing effectiveness. ✓ Social media as a currency.
  38. 38. 69,2 19,2 11,5 75 21,9 3,1 75 18,8 pre-campaign campaign post-campaign = negative = neutral A better analysis of marketing effects. 6,3 = postive
  39. 39. TastiRewards incentivizes customers to associate their Twitter, Facebook and Foursquare accounts with their Tasti D-Lite membership cards. Each time your card is swiped, your Twitter/Facebook/Foursquare status is updated and you earn extra points.
  40. 40. The value of sharing.
  41. 41. The value of sharing. each share equals $1.78 in ticket sales
  42. 42. SALES2 ✓ Enriching prospect and customer data with social interactions to get a better view of the client. Imagine I’d also be asked for my social profiles in order to provide sales people with “socially enriched leads”.
  43. 43. CUSTOMER SERVICE3 ✓ Proactive problem solving and answering to customers. ✓ Better view of the client’s situation (history, influence, ...). “Twitter has changed the culture of our company.” Brian Roberts, Comcast CEO
  44. 44. Comcastcares
  45. 45. PUTTING THINGS INTO PRACTICE 3
  46. 46. THE FIVE M’S OF SOCIAL CRMMMMM ✓ Monitoring ✓ Mapping ✓ Management ✓ Middleware ✓ Measure According to Altimeter
  47. 47. MONITORING1 ✓ Similar to social media, you can’t engage in social CRM without listening first. ✓ Monitor the social web for relevant content.
  48. 48. MAPPING2 ✓ Identify who’s talking. Do we already know this person on other social networks, our own database, ...? ✓ Get people to map their profiles themselves (in return for rewards).
  49. 49. MANAGEMENT3 ✓ The rules and processes that define what we’re going to do with what we just learned: ✓ When are we going to respond how? ✓ How do we dispatch information to whom (remember social crm is about the entire organisation)?
  50. 50. MIDDLEWARE4 ✓ The seamless integration of social and corporate data.
  51. 51. MEASURE5 ✓ We probably no longer need to convince you of the importance of measuring ... ✓ Yet what you can’t measure, you can’t improve.
  52. 52. 18 use cases to have a look at. We picked a few for this next example.
  53. 53. LET’S TRY AN EXAMPLE
  54. 54. Remember this bike?
  55. 55. Let’s imagine for a second we’re bicycle dealers and want to sell Bart a new bike.
  56. 56. AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE 1 2
  57. 57. Google http://www.url.com1
  58. 58. Bart has done extensive research, yet he can’t decide between two models. In order to make a final decision, he turns to his friends.
  59. 59. Choose my bike http://www.url.com1 Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper. Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper.
  60. 60. Facebook http://www.url.com1 Don’t pick the designer bike. Way too expensive! The Kalkhoff is better, even features built-in USB! OR
  61. 61. 1 So why is this interesting? ✓ Bart discusses both bikes (and probably the dealership as well) extensively with his online friends. ✓ If the dealer manages to monitor these conversations properly, he’ll have access to sales information he’s never had before. ✓ Moreover, the conversation might well have drawn in a number of other interesting leads.
  62. 62. Bart decides to buy this bike.
  63. 63. AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE 1 2
  64. 64. Just like any other consumer, Bart’s pretty excited about his new purchase. As soon as he returns home, he immediately visits his favorite online social networks to share his enthousiasm with friends and family.
  65. 65. Facebook http://www.url.com2 Woot! Just bought myself a new bike! Super! Which one did you pick? Wow! What color did you choose? I like!
  66. 66. That’s great news! Yet as a bicycle dealer, we’re missing quite an opportunity. Let’s help Bart share his enthousiasm.
  67. 67. Facebook http://www.url.com2 Woot! Just bought myself a new bike! Go have a look at http://bycic.ly/47z6m Super! I want one too!!! OMG! USB! I like!
  68. 68. Bycic.ly http://www.url.com2 Congratulations Bart with your brand new Kalkhoff bike. Have fun! Super! I want one too!!! OMG! USB! I like! Bike specifications
  69. 69. 2 So why is this interesting? ✓ We’re optimally using Bart’s enthousiasm to tell his friends about the Kalkhoff brand. ✓ Comments and congratulations provide us with interesting insights on why people (dis)like the bike. ✓ And again, the conversation might well have drawn a number of new leads. ✓ We’re able to find out which of our customers are able to reach the largest network of friends.
  70. 70. WHY THE BICYLE DEALER BENEFITS ✓ Enrich (map) our database with social profiles. ✓ Topic of conversation among Bart’s friends. ✓ Closely monitor the conversation. ✓ Gather leads based on comments and discussions. ✓ Confirm customers in their purchase decision. ✓ WOM: Bart becomes our most trusted sales representative.
  71. 71. TAKEAWAY TWEETS5 4
  72. 72. Social CRM is not a replacement for traditional CRM, nor for social media. 74 characters
  73. 73. It’s a solution to business problems that have always existed. 62 characters
  74. 74. SCRM is a (long-term) strategy. Technology only is the enabler. 63 characters
  75. 75. There’s no such thing as one size fits all. 43 characters
  76. 76. We’re just scratching the surface. And you should do that too*. 62 characters * don’t worry: while you’re doing so, we’ll be glad to help you.
  77. 77. thanks you!
  78. 78. ! ! ! Follow Fridays Briefing ! Contact Info ! !"#$%&'( ! ! !!!!! ! )"*+,$(( ( ! !!!!! ! -,,$.//0! ! ! !!!!! ! 1//0!! ! ! !!!!! ! 23.*+%"! ! ! !!!!! ! 40/%5! ! ! ! !!!!! ! 6"5"',,.(7(8)9! ! !!!!! ! ! ! ROSI Profiel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
  79. 79. tijs.vrolix@proximity.bbdo.be franky.willekens@proximity.bbdo.be bart.muskala@proximity.bbdo.be jan.algoed@proximity.bbdo.be
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