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CRMIdol 2012 - Coaching: Telling Compelling Social Business Stories


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CRM Idol Community Manager coaches SCRM & CRM contestants and vendors to craft more compelling narratives and give kick ass demos.

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CRMIdol 2012 - Coaching: Telling Compelling Social Business Stories

  1. 1. Telling CompellingSocial Business Stories Kelly Craft for #CRMIdol
  2. 2. • More Practitioner than Preacher, but can sing with the choir • Lateral, tech-savvy hybrid spanning strategy, design, implementation & analytics • 10+ years with multi-national vendor for Enterprise Collaboration platform • Professional Services Delivery & Management, R&D, VAR Channel Training & Tier 3 Support, Product Management • Creative story engineerWho I am #CRMIdol 2012 (@krcraft)
  3. 3. SCRM Vendors need to redesign demopresentations & sales messaging, as well as profserv delivery to move beyond the novelty of‘social’ and set about iterating and improving theprocesses that organizations are already using.Stories need a narrative flow that makes thefunctions fit clear, and the feature values obvious.A design that demonstrates the impact pervasivecommunications have on companies, whichknowledge can then be applied in providingoptimal, relatable value for external and internalaudiences both.redesign #CRMIdol 2012 (@krcraft)
  4. 4. THE MISSING LINK #CRMIdol 2012 (@krcraft)
  5. 5.  Educate & Coach vendors to craft more compelling end-to-end stories With supporting delivery methodologies and frameworks for VARs and Professional Services to deliver what the story promisedMy Mission #CRMIdol 2012 (@krcraft)
  6. 6. The Challenge #CRMIdol 2012 (@krcraft)
  7. 7. The Story Shift #CRMIdol 2012 (@krcraft)
  8. 8. Demonstrate Cause to CorrelationUse-Case AND Event-Based Stories #CRMIdol 2012 (@krcraft)
  9. 9. ALL businesses share one commonality: Largeor small, every organization has events. Theymight not call them events, but that is whatthey are. All orgs have events, whether planned or unplanned Events can be internal, external, or a combination of both Events may include any combination of: customers, partners, supply chain, vendors, employees, VARs, competitors, influencers, public, media, industry interests ALL events can minimally be broken down into before, during and after phasesEvents #CRMIdol 2012 (@krcraft)
  10. 10.  Mail campaigns, product launches, sales, conferences, webinars, even things like relocation of an office facility or Service disruptions like RIM outage Even a tweet is an event. Especially snarky ones. Events (even tweets) may have additional (tightly or loosely) related event relationships – Occupy Wall Street, #CRMIdol, Product Recalls.Social Data Event Examples #CRMIdol 2012 (@krcraft)
  11. 11. HULA HOOPS&FEEDBACKLOOPSRepeatable Process #CRMIdol 2012 (@krcraft)
  12. 12. ◦ Better ability to adapt and respond to alerts & signals◦ Sensing, Data, Behavioral, Sentiment◦ Can add and pivot by many/multiple perspectives & measures of a single event◦ Promotes Constant & Consistent Value Looping ◦ Monitor ◦ Feedback ◦ Assign ◦ Action ◦ Response ◦ Process ◦ Analyze ◦ Rinse and RepeatDemo Event-Based Value #CRMIdol 2012 (@krcraft)
  13. 13.  “Before-During-After” Event Methodology provides a framework for better identification and extraction of target data sets Easier to plan KPIs and set goals Unify activities across phases -> collaboration Create consistent matrix structured on event/phase/perspective themes Analyze data by conversation, author and domain within each event theme/phase Parallel with typical marketing before/during/after campaignsDemo Analytics -> Impact #CRMIdol 2012 (@krcraft)
  14. 14. Assumptions: The goal of the event is to increase business/sales Resources must be assigned to perform specific tasks in support of the event New Lead records will be created as a result of the event & new data recorded as history/activity with them There will be expenses related to the event There will be additional revenue (hopefully) as a result of the event The results of the event need to be validated & analyzedUltimately, you want to be able to gauge the success of theevent based on cost, benefit, effort, value, and outcomes.Example: Sales & Marketing Event #CRMIdol 2012 (@krcraft)
  15. 15. Let’s look at a traditional Trade Show Campaign – this thecombined processes looked like as a flow before social, listeningand monitoring tools were available.Trade Show Example #CRMIdol 2012 (@krcraft)
  16. 16. Traditional & Pre-social Tradeshow EventAnalysis: “It cost us $10,000 to attend the show. We got 100 leads, which resulted in 10 deals valued at a total of $100,000.” Revenue – Cost = Value (of participating in same trade show again next year.) Additionally, insights on sentiment about the event itself were limited to things like surveys and follow-up calls and emails, most of which weren’t even recorded against the customer records, much less compiled and analyzed.Traditional – Results & Value #CRMIdol 2012 (@krcraft)
  17. 17. “What would Tradeshow flow & analyticslook like if <Insert your Product/Servicename here> were used strategically toprovide better insights, improve bothsales/service deliveries, while alsobuilding stronger communities andrelationships with your customers atevery phase of the umbrella event, andthe sessions, meetings, events within theevent?”The New Narrative #CRMIdol 2012 (@krcraft)
  18. 18. Shift the Story – LOOPS! #CRMIdol 2012 (@krcraft)
  19. 19. Trickle effect: If a pipe burst at the venue and three session rooms are no longer available – how do you respond logistically? What does that look like on activity stream updates internally as you move staff into place to respond and coordinate? Can you broadcast updates on social channels to advise new session locations to attendees? How can you help vendors relocate quickly – can you use SMS? What are the masses saying in response to this disruption? How can we minimize inconvenience?Demonstrate Disruptions! #CRMIdol 2012 (@krcraft)
  20. 20. Wouldn’t real exampleslike that be kick-ass in ademo?Real World – Not Ideal World #CRMIdol 2012 (@krcraft)
  21. 21. Now let’s look at this flow again and you show &tell us a more compelling Social Business Story.Your New Narrative #CRMIdol 2012 (@krcraft)
  22. 22. 5 Perspectives of Customer Service • The Value-perspective – this is really about transactions • The Customer-perspective • The Experience-perspective • The Relationship perspective • The Network-perspective Credit: Wim Rampen @wimrampenAdded Dimensions #CRMIdol 2012 (@krcraft)
  23. 23. Added Collaboration #CRMIdol 2012 (@krcraft)
  24. 24.  Leading up to the event, we’re targeting customers, partners, VAR’s and user groups to swell the ranks of attendees, but we have different messaging, deals and offers for each.  We want to identify concerns, remove blockages preventing attendance, make course corrections, plus identify both our evangelists and detractors early on before the event.  During the event we’re running multiple parallel marketing and customer experience plans: drawing attendees to our booth & sessions, listening for logistic issues & responding quickly, monitoring industry analyst, influencer and competitor responses, promoting speakers, and rewarding our customer evangelists.Event -Phased Listening #CRMIdol 2012 (@krcraft)
  25. 25. During (con’t) ◦ Instead of waiting until we get back to the office to scan the biz cards into our old CRM systems, we can now quickly learn more about their focus and how we can add value, and tailor a quick response. ◦ We can also apply more detailed segmentation to their customer records enabling us to assign the best resources to make the next customer touch, review the demographics and note different aspects of sentiment on their records immediately, before anyone books a follow-up sales call. ◦ Further, we can engage and invite them to targeted areas of our community right now – while they’re asking. ◦ After, instead of the old ‘thanks for stopping by the booth’ email blasts, we can send more personalized responses over their preferred channel.Lead Cycle #CRMIdol 2012 (@krcraft)
  26. 26. 1. All orgs have events, whether planned orunplanned2. All events can be broken down intobefore, during and after phases & analytics.3. All Activities can & should be evaluatedon ◦ The Value-perspective ◦ The Customer-perspective ◦ The Experience-perspective ◦ The Relationship perspective ◦ The Network-perspectiveKey Themes #CRMIdol 2012 (@krcraft)
  27. 27.  How successful was each phase of the event based on traditional marketing, social channels, blog response, and industry articles. What did we learn about Product/Service improvements, VAR channel concerns, content design & delivery, etc.? More bang for our buck. More intelligence, better service, stronger communitiesROI Demonstrated #CRMIdol 2012 (@krcraft)
  28. 28.  Demos can be planned with and infinite number of events as use case examples. All events can be demoed showing listening & monitoring during the phases of the event and the impact on existing business processes. Understanding the basic principles of customer service, you can build engineer scenarios with compelling stories that demonstrate mature capability models. I can show you how to do this & deliver the methodology.Value proposition #CRMIdol 2012 (@krcraft)
  29. 29.  YOU, and subsequently your sales & marketing departments Your VARs – messaging Professional Services – methodology for implementing social listening & monitoring procedures that support short & long-term business goals & synthesizing them into processes intelligently YOUR CUSTOMERS!Who will it benefit from story? #CRMIdol 2012 (@krcraft)