May 31 2016
II. Social Business
III. The Experience Economy
IV. Case Studies
• Social CRM is a business strategy
rather than technology, tools or
• Social CRM is all about
engagement – drawing customers
into the organization.
• Social CRM enhances rather than
replaces “traditional” CRM
• It’s by defintion customer centric -
the ultimate goal of Social CRM is
building trust and the brand
Harish Kotadia, Ph.D..
How can the social business
enhance customer value?
Social Business strategies help us understand the motivations,
experience and objectives of the internal and external
clients of the organization
The Key Question
To help us understand the motivations, experience and objectives of the internal
and external clients of the organization
Real time data
“made in” “made by”
Lower entry barriers
The objectives of an IS
The objective of Customer
Relationship Management is to
enable companies to build deeper,
more profitable, long term
relationships by reaching
customers with the right message
at the right time by providing
superior customer service
Customer Relationship Management
Focus Improve Knowledge Leverage Measure
CRM Processes Explicit Transactions Efficiency
Social CRM Relationships Implicit Interactions Effectiveness
Social Networks Networks Emerging Community Innovation
Quantified Self Individual Self-
“Dasein” Self realization
Transformation Places Layered Ideas Agility
• How would you define "social business"?
• Which functions of the company are
impacted by social business?
• The article argues that technology does not
change the value of social interactions. With
what "currency" do we measure social input?
• Which four categories of technology are
associated with social business? Give an
example of each.
• How would a "social chief financial officer"
contribute to our understanding of finance?C’est quoi le social CRM ?
The Business of Social Business
• Customers are not listening to
what you have to say
• Customers know more about your
business than you do
• Customers create their own
• Customer interactions are complex
• Customer communities are where
the knowledge is.
•Understand the concept of an
•Deploy the internal, external, and
hybrid communities to close the
•Design end-to-end processes while
ensuring that there are feedback
•Analyze the feedback collected,
create actionable insights,
implement the necessary changes.
• The three most important factors that
influence consumer behavior are :
• personal experience (98%)
• company’s reputation or brand (92%)
• recommendations from friends and family
• 41% of customers believe that companies
should use social media tools to solicit
feedback (Cone Business in Social Media
• 43% of consumers say that companies
should use social networks to address
• Only 7% of organizations understand the
CRM value of social media, according to
the Brand Science Institute, European
Perspective, August 2010
The Conversation Prism v2.0
• You are at the center of the prism
• The first layer of circles displays the
activity of learning and organizing
• The second ring maps specific
authorities within an organization to
provide a competent and helpful
• The third ring represents the continual
rotation of listening, responding, and
learning online and in the real world.
The Conversation Prism
• It’s not a question of channels but
of capturing conversations
• Gartner sees SCRM is a
$1B extension of the CRM market
• Jive and Lithium are seen as
• Oracle CRM and Salesforce are
• The importance of hosted
• The future of social analytics
• Planning – “Listen to Learn”
• Presence – “Stake Our Claim”
• Engagement – “Dialog Deepens
• Formalized – “Organize for Scale”
• Strategic – “Becoming a Social
• Converged – “Business is Social”
“The Evolution of Social Business: Six Stages of
Social Media Transformation.”
Social Business Transformation
• KLM has sought to differentiate itself
by offering a superior customer
• Strategy of “Circle of Contacts” to
make its customer relationships as
intimate as possible
• Facebook + Twitter = KLM Surprises
• Staff of 16, 230 000+ fans, wide press
• Finnish maker of fine cutting tools
• Customer communities of crafting
enthusiasts have transformed the way
this 300-year-old company does
• Brings customers into the product
• Fiskars also leverages these groups of
advocates to market to small retailers
• Virtual + Real events – 6000 members
• The Guardian- founded in Manchester over
150 years ago
• Threat of the Internet – consistently lost
money over the last decade
• The Internet itself serves as a metaphor in
helping consumers make better decisions
• “The real measure of our success is what the
industry can create. Not what we can cut.”
Open Platform Case Study
• Moving from design to the store front
in less than three weeks
• Benneton, H&M, Topshop, Wet Seal,
• Collaborative design, social CRM,
electronic store fronts
• Fast fashion retailer Wet Seal used
their technology platform to help
their customers create 50 000
garment designs over the past two
• Why are users are failing to complete proposed
• Monitor conversion rate using unique visitors and
• Landing pages provide the biggest challenge to
• Reduce number of steps to facilitate engagement.
• Reduce the number of fields that require user input.
• Check for leaks: visitors might not be dropping
completely but using other routes.
Cian O' Sullivan
• What aspects of your app are influencing the
mindset of your users?
• Monitor the « stickiness » of your message
through number of visits, time spent per
visit, citations and redirects.
• What customer challenges/opportunities are you
• What skills and knowledge are you targeting?
• How does your application fit into the story that
your customers are trying to tell?
• Why your user base does what it does?
• Tracking time and location to map out the
spaces where "what's going on" happens.
• Context is a means of measuring the extent
to which a vision (product, service, idea) can
• Social spaces are constructed from a vision,
“actors”, repeatable events, and outcomes.
• How does your data elucidate user
• Social graphs are the global mapping of
your customer base and how they're
• Capture and monitor identity, quality and
structure of relationships with others
• Emergent behaviors – what new business
opportunities might be explored?
Preparation for tomorrow’s discussion
• Read the article « The Business of
Social Business »
• Map out your case study (story)
• Populate your own flipboard . Send
the link of your magazine to
• Follow the Videoscribe tutorials