Socializing CRM On Demand 30 September 2009

Agenda Overview of Presentation Opening Premise The 4Cs Social CRM On Demand Where can I get it? a Strategy Implementation Sales Teams Marketing Teams Sharing Mashup Metrics Old Model, New Model Practical Suggestions Some Examples

Overview of Presentation

Opening Premise

The 4Cs

Social CRM On Demand

Where can I get it?

a Strategy

Implementation

Sales Teams

Marketing Teams

Sharing

Mashup

Metrics

Old Model, New Model

Practical Suggestions

Some Examples

Overview The objective of this presentation is to address in very high-level terms some of the principles, challenges and applications of Social CRM in a CRM On Demand deployment. The high-level agenda is : Where does Social CRM fit in to the CRM On Demand Big Picture? Why is it important to CRM business? What Strategy might a company need? What Tools might a company need?

The objective of this presentation is to address in very high-level terms some of the principles, challenges and applications of Social CRM in a CRM On Demand deployment.

The high-level agenda is :

Where does Social CRM fit in to the CRM On Demand Big Picture?

Why is it important to CRM business?

What Strategy might a company need?

What Tools might a company need?

CRM : An Opening Premise Traditional Customer Relationship Management Twenty years ago, businesses knew every client, every contact, their wives, children and pets. Then we spent the next twenty years trying to dehumanize the relationship Reduced physical sales interaction in showrooms and shops increased virtual showrooms like the Internet Distanced support systems from the customer Created self service systems to eliminate interaction This is an extreme example, but it is true to some extent in most industries and companies

Traditional Customer Relationship Management

Twenty years ago, businesses knew every client, every contact, their wives, children and pets.

Then we spent the next twenty years trying to dehumanize the relationship

Reduced physical sales interaction in showrooms and shops

increased virtual showrooms like the Internet

Distanced support systems from the customer

Created self service systems to eliminate interaction

This is an extreme example, but it is true to some extent in most industries and companies

CRM : An Opening Premise (suite) Businesses then woke up and realized they needed to analyze, slice and dice all the interactions they had so carefully virtualized and computerized: Customer Trend Analysis Performance Analysis Sales Analysis But at some point, the customer was going to want to talk to a human – so they jumped on Community Boards, Blogs, and now Social Networking

Businesses then woke up and realized they needed to analyze, slice and dice all the interactions they had so carefully virtualized and computerized:

Customer Trend Analysis

Performance Analysis

Sales Analysis

But at some point, the customer was going to want to talk to a human – so they jumped on Community Boards, Blogs, and now Social Networking

The 4 Cs Social CRM (re)humanizes relationships with customers Using the power of the Web 2.0 collaborative tools and the 4 Cs Collaboration Creativity Conversation Community creation

Social CRM (re)humanizes relationships with customers

Using the power of the Web 2.0 collaborative tools and the 4 Cs

Collaboration

Creativity

Conversation

Community creation

Social CRM On Demand : Where can I get it? Online Forums and Communities Were the original place where people could go to moan, praise or otherwise judge products and services YouTube Started out as a place to watch America’s Funniest Videos, now recognized as a vehicle for consumer concern (try searching for a Supermarket chain) and a place for companies to position themselves in a more freeform environment Savvy CRM users position videos in Channels Twitter The most obvious channel for near real-time communications with peer groups Positive Media Buzz Geographic and time-bound searches available

Online Forums and Communities

Were the original place where people could go to moan, praise or otherwise judge products and services

YouTube

Started out as a place to watch America’s Funniest Videos, now recognized as a vehicle for consumer concern (try searching for a Supermarket chain) and a place for companies to position themselves in a more freeform environment

Savvy CRM users position videos in Channels

Twitter

The most obvious channel for near real-time communications with peer groups

Positive Media Buzz

Geographic and time-bound searches available

Social CRM On Demand : Where can I get it? Facebook 250,000 businesses have a presence on Facebook LinkedIn LinkedIn Groups LinkedIn Forums Integration with Slideshare (see below) Digg / StumbleUpon Viral Web Page linking Slideshare PDF /PPT and other documents] Groups, Links and Favorites Integration with LinkedIn, Facebook, Twitter DocStoc Sharing PDFs and embedding content Groups, Links and Favorites Blogs (blogspot, wordpress etc)

Facebook

250,000 businesses have a presence on Facebook

LinkedIn

LinkedIn Groups

LinkedIn Forums

Integration with Slideshare (see below)

Digg / StumbleUpon

Viral Web Page linking

Slideshare

PDF /PPT and other documents]

Groups, Links and Favorites

Integration with LinkedIn, Facebook, Twitter

DocStoc

Sharing PDFs and embedding content

Groups, Links and Favorites

Blogs (blogspot, wordpress etc)

Social CRM : Where can I get it? Twitter, social networking, blogging, etc. are simply distracting tools unless organizations are committed to authentically join the conversation with the customer act on what they find Your Customers are smart, and see through you exploiting a new tactic for the sake of gaining market share. Customers want dialogue, not a one way street Your CRM Users are equally smart attempt to impose collaboration or change without warning or reward will also result in failure What is in it for me?

Twitter, social networking, blogging, etc. are simply distracting tools unless organizations

are committed to authentically join the conversation with the customer

act on what they find

Your Customers are smart, and see through you

exploiting a new tactic for the sake of gaining market share. Customers want dialogue, not a one way street

Your CRM Users are equally smart

attempt to impose collaboration or change without warning or reward will also result in failure

What is in it for me?

Social CRM On Demand as a Strategy Part One - Internal Strategy for CRM On Demand Users Open the Door in phases and certain groups Opening your OCOD to new sources of information Adding Fields for common Social Networking site in the Contact form Feeding the CRM On Demand System Sales :Targeted feeds from online information sources Marketing : Effective Monitoring of Feedback and customer Buzz General : Monitoring and Assessing feedback, converting it to actionable information

Part One - Internal Strategy for CRM On Demand Users

Open the Door in phases and certain groups

Opening your OCOD to new sources of information

Adding Fields for common Social Networking site in the Contact form

Feeding the CRM On Demand System

Sales :Targeted feeds from online information sources

Marketing : Effective Monitoring of Feedback and customer Buzz

General : Monitoring and Assessing feedback, converting it to actionable information

Social CRM On Demand as a Strategy Part Two - External Strategy for your Customers Engage dialogue Organize and Classify your Online Presence Videos, Blogs, Forums Encourage and monitor the 4Cs New Segmentation and new Criteria for Lead Generation Various Approaches Short Term Twitter dialogue and monitoring during Trade Show or Product Launch for example Medium Term Establishing Document Library in Slideshare or DocStoc Long Term and Ongoing Facebook presence

Part Two - External Strategy for your Customers

Engage dialogue

Organize and Classify your Online Presence

Videos, Blogs, Forums

Encourage and monitor the 4Cs

New Segmentation and new Criteria for Lead Generation

Various Approaches

Short Term

Twitter dialogue and monitoring during Trade Show or Product Launch for example

Medium Term

Establishing Document Library in Slideshare or DocStoc

Long Term and Ongoing

Facebook presence

Social CRM On Demand : Implementation Not all Networking Site or Feeds offer an API Implementation Methods to expose the business value in CRM On Demand include RSS Feeds (both internal and external) Twitter Feed (either live or in filtered RSS feed) Introducing Social News or Shared Documents (Slideshare etc) into the Homepage Channeled Audio and Video to Homepage from YouTube Web Site Feedback Forms should contain relevant fields

Not all Networking Site or Feeds offer an API

Implementation Methods to expose the business value in CRM On Demand include

RSS Feeds (both internal and external)

Twitter Feed (either live or in filtered RSS feed)

Introducing Social News or Shared Documents (Slideshare etc) into the Homepage

Channeled Audio and Video to Homepage from YouTube

Web Site Feedback Forms should contain relevant fields

Social CRM On Demand : Sales Teams Levers Sharing Valuable information LinkedIn Information Documents on DocStoc / Slideshare relating to Prospect or Customer RSS Feeds from Customer or related topic Mashup - at its most powerful when you leverage internal and external data together (for example, order history in CRM with geographic map to help assess local competitors and hotspots) Challenges For best practice, requires that Sales personnel share information with each other. You may have to adjust Your reward structure Your required fields Your Sales Stages and your Workflow

Levers

Sharing Valuable information

LinkedIn Information

Documents on DocStoc / Slideshare relating to Prospect or Customer

RSS Feeds from Customer or related topic

Mashup - at its most powerful when you leverage internal and external data together (for example, order history in CRM with geographic map to help assess local competitors and hotspots)

Challenges

For best practice, requires that Sales personnel share information with each other. You may have to adjust

Your reward structure

Your required fields

Your Sales Stages and your Workflow

Social CRM On Demand : Marketing Teams Levers Twitter feed from geographically interesting zone Targets of Campaign Visitor to Trade Show Facebook Youtube Channel release of new corporate video, Google Analytics for results Challenges May reveal weakness in your marketing lists and databases Requires filtering for volume and pertinence

Levers

Twitter feed from geographically interesting zone

Targets of Campaign

Visitor to Trade Show

Facebook

Youtube

Channel release of new corporate video, Google Analytics for results

Challenges

May reveal weakness in your marketing lists and databases

Requires filtering for volume and pertinence

Social CRM On Demand : Sharing Provide the Basics Placing information gathering tools (Contact Forms, LinkedIn connections, Facebook icons) on signatures and on web or electronic materials Hyperlinks to DocStoc and other Sites – make them interesting (link to your own document Channeling and responding to any queries that are generated by inserting them in CRM On Demand as Service Requests for example

Provide the Basics

Placing information gathering tools (Contact Forms, LinkedIn connections, Facebook icons) on signatures and on web or electronic materials

Hyperlinks to DocStoc and other Sites – make them interesting (link to your own document

Channeling and responding to any queries that are generated by inserting them in CRM On Demand as Service Requests for example

Social CRM On Demand : Sharing Provide the Basics Make Bookmarking and Tagging easy Encourage users to learn how to use the Favorites & Sticky Notes in CRM On Demand Reward people who link or contact you on your Web site Maintain a list in CRM On Demand of all Web Site Contacts and link them to LinkedIn profiles Reward the regions who generate the most links and the community members who contribute the most Mashup Let CRM On Demand users see their data in new ways Let them search and find unstructured content and link it to CRM On Demand data Let them share this with others (within reason)

Provide the Basics

Make Bookmarking and Tagging easy

Encourage users to learn how to use the Favorites & Sticky Notes in CRM On Demand

Reward people who link or contact you on your Web site

Maintain a list in CRM On Demand of all Web Site Contacts and link them to LinkedIn profiles

Reward the regions who generate the most links and the community members who contribute the most

Mashup

Let CRM On Demand users see their data in new ways

Let them search and find unstructured content and link it to CRM On Demand data

Let them share this with others (within reason)

Social CRM On Demand : Mashup Mashup Use internal and external data to create new ways of understanding customer or prospect behavior Map Prospects, Projects or Service Requests by Type or Channel to LinkedIn Groups, Google Maps, other data Twitter followers imported and campaigned in OCOD then segmented / assessed Find / map Channel Partners and focus on recruitment areas DocStoc or similar for project documents Public or Private Collections CRM On Demand and “visual” mapping tool - For example Mindmap Pro

Mashup

Use internal and external data to create new ways of understanding customer or prospect behavior

Map Prospects, Projects or Service Requests by Type or Channel to LinkedIn Groups, Google Maps, other data

Twitter followers imported and campaigned in OCOD then segmented / assessed

Find / map Channel Partners and focus on recruitment areas

DocStoc or similar for project documents

Public or Private Collections

CRM On Demand and “visual” mapping tool -

For example Mindmap Pro

Social CRM On Demand : Metrics Like everything else in CRM, data without measurement or objectives is just, well, data Lead Conversion Sales Cycle Time to Close Hits / Leads from Web Sites / Blogs / other Sources Feedback Loop Calculating ROI is tough Marketing Segmentation can take advantage of the new data and criteria More advanced data analysis may be required beyond segmentation Analysis of behavior over time

Like everything else in CRM, data without measurement or objectives is just, well, data

Lead Conversion

Sales Cycle Time to Close

Hits / Leads from Web Sites / Blogs / other Sources

Feedback Loop

Calculating ROI is tough

Marketing Segmentation can take advantage of the new data and criteria

More advanced data analysis may be required beyond segmentation

Analysis of behavior over time

Old Model

New Model

One More Time! Collaboration Use the Favorites and Messaging Features in CRM On Demand Embed enabling tools and identifiers (Twitter, Facebook , Slideshare) in Signatures, Web Applets Set up Slideshare Private Groups to collaborate on collateral and other « internet » information sources Set up Web Forms with adapted field on your Web Site Creativity Challenge users to create content Conversation Blog your OCOD users or your customer and keep the channel open Communication Talk to your Web Form respondants! Reward collaborative behaviour internally and externally Link to Blog / Youtube Channel / Twitter Feed in OCOD Homepage

Collaboration

Use the Favorites and Messaging Features in CRM On Demand

Embed enabling tools and identifiers (Twitter, Facebook , Slideshare) in Signatures, Web Applets

Set up Slideshare Private Groups to collaborate on collateral and other « internet » information sources

Set up Web Forms with adapted field on your Web Site

Creativity

Challenge users to create content

Conversation

Blog your OCOD users or your customer and keep the channel open

Communication

Talk to your Web Form respondants!

Reward collaborative behaviour internally and externally

Link to Blog / Youtube Channel / Twitter Feed in OCOD Homepage

One More Time! RSS Simple or Aggregated Flux i) Comprising filtered feed of data from one or more internet data sources Simple LinkedIn or similar searches in OCOD Extension of Contact Form to include Social Networking information Organization Chart with "influence" and "vision" to show non-linear relationships between contacts, accounts

RSS Simple or Aggregated Flux

i) Comprising filtered feed of data from one or more internet data sources

Simple LinkedIn or similar searches in OCOD

Extension of Contact Form to include Social Networking information

Organization Chart with "influence" and "vision" to show non-linear relationships between contacts, accounts

Some Examples Creating Conversations CRM On Demand can provide basic support and deployment mechanisms for Conversation building Email Marketing On Demand can start conversations and push to targetted networks or websites to start a dialogue Can be intrusive, suffers from all the challenges of email marketing Not so much a dialogue as a stream of messages Choose the content and templates that adapt best to the online conversation – this may take significant effort and time

Creating Conversations

CRM On Demand can provide basic support and deployment mechanisms for Conversation building

Email Marketing On Demand can start conversations and push to targetted networks or websites to start a dialogue

Can be intrusive, suffers from all the challenges of email marketing

Not so much a dialogue as a stream of messages

Choose the content and templates that adapt best to the online conversation – this may take significant effort and time

Some Examples CRM On Demand Home Page With Visual Document Library & Twitter Feed Targeting Mashup

CRM On Demand Home Page

With Visual Document Library

& Twitter Feed Targeting Mashup

Explanation Twitter Applet Uses Short Term Monitoring of event in an specific town or locality Longer Term Brand and Buzz Monitoring Contact Detection and Interested Party / Influencer detection Follow Tweeters directly from Applet Save as Leads in CRM On Demand Create Forum Discussions based on Content or Questions DocStoc Applet Uses Display DocStoc Documents in graphical format to users Provide One-Click Access to embedded documents or Download Can be interest-based (filtered) Network / Favorites directly from Applet

Twitter Applet Uses

Short Term Monitoring of event in an specific town or locality

Longer Term Brand and Buzz Monitoring

Contact Detection and Interested Party / Influencer detection

Follow Tweeters directly from Applet

Save as Leads in CRM On Demand

Create Forum Discussions based on Content or Questions

DocStoc Applet Uses

Display DocStoc Documents in graphical format to users

Provide One-Click Access to embedded documents or Download

Can be interest-based (filtered)

Network / Favorites directly from Applet

Some Examples RSS Lead Generator with Filtering of RSS data and creation of CRM Leads

Explanation RSS Lead Generator Aggregate and Sort RSS Feeds Save Favorite Feeds and Categories between sessions Preview Content of Feeds Highlight keywords Save RSS Entries as Leads in CRM On Demand

RSS Lead Generator

Aggregate and Sort RSS Feeds

Save Favorite Feeds and Categories between sessions

Preview Content of Feeds

Highlight keywords

Save RSS Entries as Leads in CRM On Demand

Ning Integration Ning allows creation of Social Networks and supplies user and management tools Ning has an API and development platform based on OpenSocial API Ning Apps can connect to CMS or other datasources to integrate them into your Social Network Twitter Applet Output (comments, questions or other brand or product related Tweets) can be transformed into Social Network content

Ning allows creation of Social Networks and supplies user and management tools

Ning has an API and development platform based on OpenSocial API

Ning Apps can connect to CMS or other datasources to integrate them into your Social Network

Twitter Applet Output (comments, questions or other brand or product related Tweets) can be transformed into Social Network content

Some Examples CRM On Demand Mashup – Targeting Geographically by Date, Status etc

Explanation Data Mashup (Opportunity, Customer etc) with Google Maps Create Visual Segments for Campaigns Analyze Target Areas Identify hotspots and Competitor activity Target ineffective sales efforts or gaps in coverage

Data Mashup (Opportunity, Customer etc) with Google Maps

Create Visual Segments for Campaigns

Analyze Target Areas

Identify hotspots and Competitor activity

Target ineffective sales efforts or gaps in coverage

Sources and Reference Material Resources and Reading http ://insightory.com/view/1290//social_crm (source of slides 19 & 20) http://www.socialcrm.net/ http://www.web-strategist.com/blog/2009/03/22/the-future-of-twitter-social-crm/ http://www.customerthink.com/blog/q_who_should_own_social_crm_a_not_who_you_think http://www.crmoutsiders.com/2009/07/15/can-social-crm-live-in-a-vacuum/ Software and Services http:// www.oracle.com/socialcrm/index.html http://www.lithium.com http://www.ning.com http://www.conceptdraw.com/en/products/mindmap/ Twitter @trickshot251

Resources and Reading

http ://insightory.com/view/1290//social_crm (source of slides 19 & 20)

http://www.socialcrm.net/

http://www.web-strategist.com/blog/2009/03/22/the-future-of-twitter-social-crm/

http://www.customerthink.com/blog/q_who_should_own_social_crm_a_not_who_you_think

http://www.crmoutsiders.com/2009/07/15/can-social-crm-live-in-a-vacuum/

Software and Services

http:// www.oracle.com/socialcrm/index.html

http://www.lithium.com

http://www.ning.com

http://www.conceptdraw.com/en/products/mindmap/

Twitter

@trickshot251

Socializing CRM On Demand Part Two

Agenda The case against Socializing CRM Social CRM – in CRM On Demand Is it possible Is it feasible Is it desirable Is it worth it in my business

The case against Socializing CRM

Social CRM – in CRM On Demand

Is it possible

Is it feasible

Is it desirable

Is it worth it in my business

The case against Socializing CRM The fundamental weaknesses of the approach outlined in Part One We continue to work our business model as before We are simply indulging our customers a little bit We trawl through new data sources and try and make some Leads Hey, suck up that visitor data! Segment whatever we can get We skim the surface Quick, somebody get on X (insert social network name here) and see what they are saying about us. Shove some PR stuff up there too while you are at it We are not really listening in a constructive way

The fundamental weaknesses of the approach outlined in Part One

We continue to work our business model as before

We are simply indulging our customers a little bit

We trawl through new data sources and try and make some Leads

Hey, suck up that visitor data!

Segment whatever we can get

We skim the surface

Quick, somebody get on X (insert social network name here) and see what they are saying about us.

Shove some PR stuff up there too while you are at it

We are not really listening in a constructive way

Social CRM – in CRM On Demand So is it possible to implement true Social CRM in a company using CRM On Demand as their CRM backbone?

So is it possible to implement true Social CRM in a company using CRM On Demand as their CRM backbone?

Social CRM On Demand 1 The business process needs to evolve to a CRM 2.0 with the Customer at the center and based around the customer lifecycle, not the product lifecycle or the sales cycle With CRM On Demand Can we create conversations? Can we collaborate with our customers and capture ideas? Can we drive a community? CRM On Demand or any other software platform is just a system. Social CRM is not a system.

The business process needs to evolve to a CRM 2.0 with the Customer at the center and based around the customer lifecycle, not the product lifecycle or the sales cycle

With CRM On Demand

Can we create conversations?

Can we collaborate with our customers and capture ideas?

Can we drive a community?

CRM On Demand or any other software platform is just a system. Social CRM is not a system.

Social CRM On Demand 2 Social CRM as a principle, like all CRM projects, breaks down into People Processes Technology Technology (the software) is the last component of the equation. So what about the other parts of the project People Social CRM must, like CRM, provide tangible benefit for all the users of the system. In CRM, we often fail to take into account that the system must be built for users (data entry), managers (forecasts), executives (reports), support personnel (search,interact). Can CRM On Demand handle Social CRM functionality? Can any CRMN Process There are no software packages that successfully incorporate the Social CRM processes, because we still don’t know what they really are.

Social CRM as a principle, like all CRM projects, breaks down into

People

Processes

Technology

Technology (the software) is the last component of the equation. So what about the other parts of the project

People

Social CRM must, like CRM, provide tangible benefit for all the users of the system. In CRM, we often fail to take into account that the system must be built for users (data entry), managers (forecasts), executives (reports), support personnel (search,interact). Can CRM On Demand handle Social CRM functionality? Can any CRMN

Process

There are no software packages that successfully incorporate the Social CRM processes, because we still don’t know what they really are.

Conclusion Part Two concludes on a somewhat radical note – Social CRM On Demand (or indeed Social CRM applications in general) could be said to not really exist, since the processes and people are not catered for today Part One illustrated that just because we cannot get the complete business coverage we want, does not mean that we cannot embed common sense Social processes into our existing CRM system.

Part Two concludes on a somewhat radical note – Social CRM On Demand (or indeed Social CRM applications in general) could be said to not really exist, since the processes and people are not catered for today

Part One illustrated that just because we cannot get the complete business coverage we want, does not mean that we cannot embed common sense Social processes into our existing CRM system.