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On Demand Education Ltd - Socializing CRM On Demand - Small Business


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On Demand Education Ltd - Socializing CRM On Demand - Small Business

  1. 1. Socializing CRM On Demand<br />Rev 2.2 April 2011<br />
  2. 2. Agenda<br />What is Social CRM On Demand?<br />Opening Premise<br />Where are the communities and where are my customers?<br />Socializing CRM On Demand<br />
  3. 3. What is Social CRM On Demand<br />Social CRM On Demand is CRM On Demand tuned to provide key benefits for small and medium businesses venturing into the Social CRM area for the first time<br />Starting small and simple<br />Generating ideas for the future<br />
  4. 4. Opening Premise<br />Traditional Customer Relationship Management<br />Twenty years ago, businesses knew every client, every contact, their wives, children and pets.<br />Then we spent the next twenty years trying to dehumanize the relationship<br />Reduced physical sales interaction in showrooms and shops<br />increased virtual showrooms like the Internet<br />Distanced support systems from the customer<br />Created self service systems to eliminate interaction<br />This is an extreme example, but it is true to some extent in most industries and companies<br />
  5. 5. Opening Premise<br />Businesses then woke up and realized they needed to analyze, slice and dice all the interactions they had so carefully virtualized and computerized:<br />Customer Trend Analysis<br />Performance Analysis<br />Sales Analysis<br />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<br />
  6. 6. Opening Premise <br />Customer now expects to be able to <br />Communicate with you on the Web using Social Tools<br />This is culturally and generationally variable but is true to an extent and will continue to rise<br />Customer wants to be able to share your content with their community<br />
  7. 7. Opening Premise<br />You expect to generate business from any investment in Social CRM<br />Either directly or indirectly<br />Your marketing efforts must generate “Buzz” and add to the image of your company in a positive way<br />
  8. 8. Online Communities – Where can I find my customers?<br />Online Forums and Communities<br /> Were the original place where people could go to moan, praise or otherwise judge products and services<br />YouTube<br />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<br />Savvy CRM users position videos in Channels<br />Twitter<br />The most obvious channel for near real-time communications with peer groups<br />Positive Media Buzz<br />Geographic and time-bound searches available<br />
  9. 9. Online Communities – Where can I find my customers?<br />Facebook<br />250,000 businesses have a presence on Facebook<br />Digg / StumbleUpon<br />Viral Web Page linking<br />Slideshare<br />PDF /PPT and other documents]<br />Groups, Links and Favorites<br />Integration with LinkedIn, Facebook, Twitter<br />DocStoc <br />Sharing PDFs and embedding content<br />Groups, Links and Favorites<br />Blogs (blogspot, wordpress etc)<br />
  10. 10. Socializing CRM On Demand<br />Start Small<br />Facebook Page<br />Facebook Page RSS Feed in CRM On Demand Homepage<br />Exporting Friends and Importing them into CRM On Demand<br />
  11. 11. Socializing CRM On Demand<br />Monitoring Twitter<br />Filtering for keywords<br />Creating Notes or Activities<br />Embedding Facebook in Contact Detail Pages<br />
  12. 12. Socializing CRM On Demand Internally<br />Levers<br />Provide LinkedIn Information of Companies<br />Provide Slideshare Access to private or public PPTs <br />RSS Feeds from Competitors<br />Challenges<br />Requires that functional departments share information with each other. <br />
  13. 13. Social CRM On Demand : Sharing<br />Provide the Basics<br />Make Bookmarking and Tagging easy<br />Encourage users to learn how to use the Favorites & Sticky Notes in CRM On Demand <br />Reward people who link or contact you on your Web site<br />Maintain a list in CRM On Demand of all Web Site Contacts and link them to LinkedIn profiles<br />Reward the regions who generate the most links and the community members who contribute the most<br />Mashup<br />Let CRM On Demand users see their data in new ways<br />Let them search and find unstructured content and link it to CRM On Demand data<br />Let them share this with others (within reason)<br />
  14. 14. Social Tools on your Web Site<br />
  15. 15. Socializing CRM On Demand : Analyzing<br />Mashup<br />Use internal and external data to create new ways of understanding customer or prospect behaviour<br />Map Prospects, Projects or Service Requests by Type or Channel to LinkedIn Groups, Google Maps, other data<br />Twitter followers imported and campaigned in OCOD then segmented / assessed<br />Find / map Channel Partners and focus on recruitment areas<br />
  16. 16. Socializing CRM On Demand : Analyzing<br />Data Imported into CRM On Demand can become actionable insight<br />For example, imported as Notes for Contacts, users can subscribe to them<br />For example as Activities with date of posting, can analyze if Marketing Campaign provoked uptick of communication and positive / negative sentiment<br />
  17. 17. Socializing CRM On Demand : Analyzing<br />Get data out of Facebook<br />
  18. 18. Socializing CRM On Demand : Analyzing<br />Get data out of Twitter. For a brief overview see Siebel Cookbook 7 on the On Demand Education Web Site<br />
  19. 19. Socializing CRM On Demand : Metrics<br />Like everything else in CRM, data without measurement or objectives is just, well, data<br />Lead Conversion<br />Sales Cycle Time to Close<br />Hits / Leads from Web Sites / Blogs / other Sources<br />Feedback Loop<br />Calculating ROI is tough<br />Marketing Segmentation can take advantage of the new data and criteria<br />More advanced data analysis may be required beyond segmentation<br />Analysis of behavior over time<br />
  20. 20. Example Tools for Socializing CRM On Demand<br />CRM On Demand Home Page<br />With DocStoc Visual Document Library<br />& Twitter Feed Targeting Mashup<br />
  21. 21. Example Tools for Socializing CRM On Demand<br />Home Page Global Web Applet showing your Facebook Page Feed<br />
  22. 22. Example Tools for Socializing CRM On Demand<br />
  23. 23. DocStoc Applet<br />DocStoc Applet Uses<br />Display DocStoc Documents in graphical format to users of CRM On Demand<br />Provide One-Click Access to embedded documents or Download by Sales Users and email to Customers in the conversation<br />Can be interest-based (filtered)<br />
  24. 24. Twitter Applet<br />Twitter Applet Uses<br />Short Term Monitoring of event in an specific town or locality<br />Contact Detection and Interested Party / Influencer detection<br />Follow Tweeters directly from Applet<br />Save as Service Requests or Notes or Leads in CRM On Demand<br />
  25. 25. Where are people talking? Where are my customers?<br />
  26. 26. Feed Management inside CRM On Demand<br />RSS Lead Generator with Filtering of RSS data and creation of CRM Leads<br />Leverage Facebook RSS Feed and others to provide one stop shop<br />
  27. 27. Network Integration<br />Examples of platforms like Ning <br />allows creation of Social Networks and supplies user and management tools<br />Apps can connect to CMS or other sources to integrate them into your Social Network<br />Facebook API and Social Widgets allow a degree of exposure to the Social Network for relatively small effort<br />Enables you to follow what the conversations are about<br />Expect the unexpected<br />
  28. 28. Mashup the Conversation Data<br />CRM On Demand Mashup – Targeting Geographically by Date, Status etc<br />
  29. 29. Explanation<br />Mashup (Opportunities, Tweets etc) with Google Maps<br />Create Visual Segments for Campaigns<br />Analyze Target Areas<br />Identify hotspots and Competitor activity<br />Target ineffective sales efforts or gaps in coverage<br />
  30. 30. Myth or Reality<br />A Socialized CRM On Demand , does it exist today?<br />Does it exist in your implementation?<br />Possible?<br />Feasible?<br />Desirable?<br />Cost Effective?<br />
  31. 31. Socialized CRM On Demand<br />With CRM On Demand<br />How will you find conversations?<br />How will you nurture and maintain conversations?<br />Can you make a community based around CRM On Demand?<br />CRM On Demand is a CRM tool<br />Social CRM is not a Tool<br />
  32. 32. Sources and Reference Material<br />Resources and Reading<br /><br /><br /><br /><br />Software and Services<br /><br />Us<br /><br /><br /><br /><br />
  33. 33. Useful Sites<br /><br /><br /><br /><br /><br /><br />