From Fans and Followers to
Customer and Advocates Jacob Morgan and Brent Leary

<ul><li>Principal, Chess Media Group </li></ul><ul><li>Author
of Twittfaced </li></ul><ul><li>Blogger on Customer/Employee Engagement: jmorganmarketing.com </li></ul><ul><li>Traveler, Chess Lover, and Explorer </li></ul><ul><li>Twitter: @JacobM </li></ul><ul><li>Email: [email_address] </li></ul>

Some Numbers (customer side) <ul><li>93%
of Americans want brands to have a presence on social media sites (2008 Cone Business in Social Media) </li></ul><ul><li>Three most influential factors for consumers when deciding which company to do business with are: </li></ul><ul><ul><li>personal experience (98%) </li></ul></ul><ul><ul><li>company’s reputation or brand (92%) </li></ul></ul><ul><ul><li>recommendations from friends and family (88%) (AMEX) </li></ul></ul><ul><li>Americans Will Spend 9% More With Companies That Provide Excellent Service (AMEX) </li></ul><ul><li>7% of organizations understand the CRM value of social media according to the Brand Science Institute, European Perspective, August 2010. </li></ul>

Some Numbers (employee side) <ul><li>Collaboration
has a 36% impact on overall business performance (Frost and Sullivan) </li></ul><ul><li>Companies with high employee engagement had a 19% increase in operating income and almost 28% growth in earnings per share. Companies with low levels of engagement saw operating income drop more than 32% and earnings per share drop over 11% (Towers Perrin Global Report 2007-2008) </li></ul><ul><li>Four our of five workers are not living up to their full potential or doing what it takes to help their organization succeed. Employers are not harnessing the full power of their workforce and achieving the performance lift that high engagement delivers. (Towers Perrin Global Report 2007-2008) </li></ul>

High Level Challenges Are you
having problems responding to customer requests? Are you losing to competitors? Are you closing enough deals? Do email campaigns work for you? Having trouble finding customer information quickly? Any issues sharing customer Information across the company? Are your sales people always in the office? Lost any good customers lately? Is the sales pipeline full?

Traditional CRM <ul><li>Lead management </li></ul><ul><li>Campaign
management </li></ul><ul><li>Customer profiling </li></ul><ul><li>Opportunity management </li></ul><ul><li>Contact management </li></ul><ul><li>Activity management </li></ul><ul><li>Ongoing dialog </li></ul><ul><li>Web self-service </li></ul><ul><li>field service </li></ul>CATCH Sales Automation KEEP Customer Service FIND Marketing Automation CUSTOMER RELATIONSHIP MANAGEMENT

Traditional CRM: How It All
Fits Campaigns Forecast Accounts Opportunities Contacts Leads Analyzed to determine success CONVERT TO FEED TO GENERATE CONVERT TO FEED TO

Example of a Small Business
Sales Cycle Marketing Collateral 10 % Likelihood of winning Needs Analysis 20 % Likelihood of winning Presentation 40 % Likelihood of winning Proposal 60 % Likelihood of winning Contract Submitted 80 % Likelihood of winning Closed Lost Negotiation 90 % Likelihood of winning Closed Won

CRM Timelime…. Contact Management Individual
usage PC based CRM Suites SFA, MA, CSS: Workgroup Server bas ed Early 1990s Mid 1990s Today CRM On-demand Browser based Early 2000s Social CRM Mobile CRM Handheld Accessible from anywhere

Small Business Success Index, Network
Solutions - 2010

Small Business Success Index, Network
Solutions - 2010

C R M or C
I M? Customer Information Mgmt <ul><li>Traditional CRM Strategy Focus </li></ul><ul><li>Centralize Customer Data </li></ul><ul><li>Operational Efficiency </li></ul><ul><li>Forecasting </li></ul><ul><li>Activity Management </li></ul><ul><li>Reporting </li></ul><ul><li>But What About THE CUSTOMER??? </li></ul>

“ Social” challenges… to The
Customer <ul><li>Finding time to turn searches into answers/solutions </li></ul><ul><li>Finding enough trusted information </li></ul><ul><li>Finding trusted vendors </li></ul><ul><li>Finding vendors who value them </li></ul><ul><li>Creating opportunities for meaningful exchanges </li></ul>

Trust update

The Customer Experience is Social
Friends of friends Social web Your Community www Site Your Brand Competitor A Competitor B Influencers Friends Your www Site Your Contact Center Competitor C Courtesy of RightNow Technologies Earned Hosted Owned Relationships Conversations Processes

Defining CRM… Socially Content Information
Confidence Sales process Conversations Analyzed to determine success CONVERT TO FEED TO Exchanges Relationships Customer Partner Vendor Community Influencer GENERATE CONVERT TO CREATING

SOCIAL CRM CONTENT Automation COMMUNITY
Facilitation LISTENING Automation SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT TRANSFORM Management

Headline 1… <ul><ul><li>Body Text here
</li></ul></ul><ul><ul><li>Body Text here </li></ul></ul><ul><ul><li>Etc… </li></ul></ul>

Headline 1… <ul><ul><li>Body Text here
</li></ul></ul><ul><ul><li>Body Text here </li></ul></ul><ul><ul><li>Etc… </li></ul></ul>

Agenda Created by Jeremiah Owyang
and Ray Wang from Altimeter Group

Will Companies Succeed? “ By
2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value . Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure .” ~ Gartner Group

Headline 1…

Headline 1…

Social Media and Social CRM

Headline 1… <ul><ul><li>Body Text here
</li></ul></ul><ul><ul><li>Body Text here </li></ul></ul><ul><ul><li>Etc… </li></ul></ul>

Social Media Customer Care Maturity
Model Listening (or ignoring) Social Media Broadcasting Social Media Marketing Social Media Customer Care Proactive Engagement <ul><li>Occasional reporting </li></ul><ul><li>Reactive/surprised by social media </li></ul><ul><li>Facebook page and Twitter presence </li></ul><ul><li>Broadcast standard marketing via social media </li></ul><ul><li>Social Media strategy </li></ul><ul><li>Engagement marketing </li></ul><ul><li>Scalable engagement process </li></ul><ul><li>Teams work queues </li></ul><ul><li>Proactive Customer Care </li></ul><ul><li>Proactive Sales </li></ul><ul><li>Brand dashboarding </li></ul><ul><li>Minimal customer care involvement </li></ul><ul><li>Managed process </li></ul><ul><li>Team activity reports </li></ul><ul><li>Social Media Business Intelligence </li></ul>Cisco, 2010 Level 1 Level 2 Level 3 Level 4 Level 5

Mobile Web Self-Service Mobile Web
Chat Mobile Web Guided Assistance Mobile Web Ask A Question Enabling the Mobile Web Experience Courtesy of RightNow Technologies

Self-Service Courtesy of RightNow Technologies

Crowd Service Courtesy of RightNow
Technologies

Key Takeaways <ul><li>Social CRM is
not a replacement for CRM or social media </li></ul><ul><li>Social CRM is not about a technology solution </li></ul><ul><li>Social CRM is more than marketing, promotion and branding </li></ul><ul><li>Social CRM solves business problems that have always existed </li></ul><ul><li>Social CRM is a long term strategy and not campaign based </li></ul><ul><li>Social CRM is process centric vs conversation centric </li></ul>