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Monitoring, Management & Promise of Social CRM
 

Monitoring, Management & Promise of Social CRM

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Todd Van Hoosear's PodCamp Boston 5 presentation

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    Monitoring, Management & Promise of Social CRM Monitoring, Management & Promise of Social CRM Presentation Transcript

    • FRESH GROUND, INC.
      Monitoring, Management and the Promise of Social CRM
      Todd Van Hoosear
      @vanhoosear
      (with help from Dan Bruns of Mzinga)
      Todd Van Hoosear
      @vanhoosear
      1.617.326.3211
      vanhoosear@itsfreshground.com
      Chuck Tanowitz
      @ctanowitz
      1.617.575.9643
      ctanowitz@itsfreshground.com
      Fresh Ground, Inc.
      www.itsfreshground.com
    • The Social Organization
      The Old Model
      Megaphone
      Flickr image uploaded by thivierr
      Shared under Creative CommonsAttribution-Share Alike 2.0 Generic
      License
      The Earth
      Taken 7 December, 1972
      Apollo 17 mission
      Courtesy: NASA
      Fresh Ground, Inc.
    • The Reality
      Fresh Ground, Inc.
      The Social Organization
    • Fresh Ground, Inc.
      The Social Organization
      The Reality
      Fresh Ground, Inc.
    • Fresh Ground, Inc.
      The Social Organization
      The Reality
      Fresh Ground, Inc.
    • Fresh Ground, Inc.
      The Social Organization
      The Reality
      Fresh Ground, Inc.
    • Fresh Ground, Inc.
      The Social Organization
      The Reality
      Fresh Ground, Inc.
    • Fresh Ground, Inc.
      The Social Organization
      The Reality
    • Fresh Ground, Inc.
      The Social Organization
      The Reality
      Fresh Ground, Inc.
    • Fresh Ground, Inc.
      The Social Organization
      The Reality
      Fresh Ground, Inc.
    • Fresh Ground, Inc.
      The Social Organization
      The Reality
      Fresh Ground, Inc.
    • As a result, the pressure on businesses is higher than ever…
    • 13
      Work smarter & more efficiently.
      According to IDC, the cost of NOT easily finding information = $3,300 per employee each year
      (That’s $3.3M in annual lost opportunity cost for a business of 1000 people)
    • 14
      Build brand credibility & buyer trust.
      30% of consumers rely less on advertising, and much more on recommendations from friends and family for making buying decisions.
    • 15
      Reduce customer response times.
      More than 90% of customers' issues haven't been unearthed in most organizations, and in addition, often the organization doesn't have answers for them, according to Forrester Research.
      These issues lead to long support calls, poor issue resolution, cost increases and customer dissatisfaction.
    • 16
      Improve customer loyalty & satisfaction
      The primary driver of a consumer's loyalty is their experience with your business, product or service.
      Yet, marketers on average only invest 20% of their programs in loyalty and customer experience efforts.
    • Enter Social CRM
      Todd Van Hoosear
      @vanhoosear
      1.617.326.3211
      vanhoosear@itsfreshground.com
      Chuck Tanowitz
      @ctanowitz
      1.617.575.9643
      ctanowitz@itsfreshground.com
      Fresh Ground, Inc.
      www.itsfreshground.com
    • What is it?
      “…designed to engage the customer in a collaborative conversation in order to provide a mutually beneficial value in a trusted and transparent business environment.”
      - Paul Greenberg, and author
      “The tools and processes that encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers.”
      -Mitch Lieberman
      18
    • “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
    • Evolving Capabilities
      1
      2
      3
      4
      5
      Content Creation
      Monitoring & Reporting
      Platform Integration
      Workflow Management
      Unified View of Customer
      (Where we are today)
      (Social CRM)
    • The Five I’s of Social CRM
      1.
      InformationTraditional Customer Relationship Management (CRM) system are all about information. But too often, traditional CRM systems focus on standardizing and sharing the information rather than on trying to manage the relationship.
      InteractionWhen you introduce social technologies, relationships move to the forefront and control shifts to the customer. Interaction can drive more fulfilling and engaging relationships between and among the customers and you.
      2.
    • The Five I’s of Social CRM
      3.
      IntegrationBut information and interaction aren't enough. You own the information and the customer owns the conversation. You need integration. Because ultimately you can't just give your customer a voice in just one spot.
      InfluenceBut don't be fooled! Not all of your customers will interact with you - and what they say shouldn't necessarily dictate where you should go.
      InsightFostering interaction with and among your customers probably drives value, but you can't be sure unless you measure it.
      4.
      5.
    • The Social Organization
      A New Model
      Ideate
      Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense
      Share
      Flickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense
      Listen
      Flickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense
      Change
      Flickr image uploaded byadam*b
      Shared under Creative CommonsAttribution 2.0 GenericLicense
      Fresh Ground, Inc.
    • And can transform the way you do business…
      Unstructured social interactionsthat streamline communication, enhance relationships, etc.
      Role-based solutionsTransform business processes to improve productivity, efficiencies & revenue growth
      Traditional business processesOften hierarchal and siloed, but critical to business goals and success
      Sales
      Product
      Mkting
      Services
      Corporate Strategy
      Services
      Information Systems
      Human Resources
      Finance & Administration
      24
    • To solve the challenges that keep you up at night…
      Product
      How can I innovate my products faster?
      How can I stay abreast of market research for R&D?
      How can I streamline my product development process?
      Marketing
      How can I improve brand visibility?
      How can I drive enhanced demand generation?
      How can I increase website traffic & ad revenue?
      Sales
      How can I develop long-term relationships with customers?
      How can I reduce my sales cycle?
      How can I accelerate new client acquisition & upsell opportunities?
      Services & Support
      How can I reduce support costs?
      How can I reduce response times in addressing client issues?
      How can I improve customer satisfaction & loyalty?
    • Social CRM Solves 3 Ailments…
      SHINY OBJECT
      SYNDROME
      FISHBOWL
      SYNDROME
      TALKING HEAD SYNDROME
    • A few action items to get you started….
      Determine a few initial goals (and start simple & small)
      Rally a few champions to support your plan
      Set your sights on a small segment of customers
      Set some basic guidelines & communication plans
      Focus on value, not volume of interaction
      Make it easy to interact
      Be responsive
      Monitor and assess results
      27
    • FRESH GROUND, INC.
      Monitoring, Management and the Promise of Social CRM
      Todd Van Hoosear
      @vanhoosear
      THANKS!
      Todd Van Hoosear
      @vanhoosear
      1.617.326.3211
      vanhoosear@itsfreshground.com
      Chuck Tanowitz
      @ctanowitz
      1.617.575.9643
      ctanowitz@itsfreshground.com
      Fresh Ground, Inc.
      www.itsfreshground.com