Social CRM DeMystified:             The Business & Customer             Benefits             www.mzinga.com | December 201...
Introductions.                                               Dan Bruns                                               Mzing...
Today’s Agenda.         Topic         The new reality & the challenges we’re facing         What is Social CRM & how can i...
The Social Organization                                         A New Model     Ideate.                     Share.        ...
Six Realities of the Social Organization.                   1                     • Everyone is a spokesperson            ...
As a result, the pressure on         businesses is higher than ever…MZINGA    l   #1 ON-DEMAND SOCIAL SOFTWARE l          ...
Build brand credibility &   buyer trust.   30% of consumers rely less on   advertising, and much more on   recommendations...
Improve customer   loyalty & satisfaction   The primary driver of a consumers loyalty is   their experience with your busi...
Enter Social CRM             It’s a transformation of the             overall customer experience…MZINGA   l   #1 ON-DEMAN...
“         …designed to engage the customer in a collaborative             conversation in order to provide a mutually bene...
“         It is not about the technology, it is about the people, process             and cultural shifts necessary to sup...
The Five I’s of Social CRM    1.          Information                Traditional Customer Relationship Management (CRM) is...
The Five I’s of Social CRM    3.          Integration                You need integration because ultimately you cant just...
It can transform how you do business…           Traditional                             Social organizations              ...
And you help you solve real challenges                                   • How can I innovate my products faster?         ...
Common use cases &             benefitsMZINGA   l   #1 ON-DEMAND SOCIAL SOFTWARE l
Establish greaterbrand engagement.  Build your brand & your market  • 82% of US online adults use social tools and are gen...
Case in point…More engaged site visitors & increasedreadership  • ABCnews.com article commenting & discussions    help dri...
Improve your overallcustomer experience. Improve customer response times • 36% of consumers prefer using websites to get a...
Case in point…Better customer response times & reduced costs  • Peer support for Ford owners of the Sync    In-car communi...
How to Get StartedMZINGA   l   #1 ON-DEMAND SOCIAL SOFTWARE l
Preparing for Social CRM   1.        Measurement & Monitoring   2.        Content Creation   3.        Reach (Community)  ...
A few smart rules of thumb…         Determine a few initial goals (and start simple!)         Rally a few champions       ...
Questions?MZINGA   l   #1 ON-DEMAND SOCIAL SOFTWARE l   24
Dan Bruns                                        Mzinga                                        Sr. Vice President of Advan...
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Social CRM DeMystified: The Business & Customer Benefits - BDI 12/15/10 B2B Social Communications Leadership Forum

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Presentation by: Dan Bruns, Sr. Vice President, Advanced Technology, Mzinga

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Social CRM DeMystified: The Business & Customer Benefits - BDI 12/15/10 B2B Social Communications Leadership Forum

  1. 1. Social CRM DeMystified: The Business & Customer Benefits www.mzinga.com | December 2010MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
  2. 2. Introductions. Dan Bruns Mzinga Sr. Vice President of Advanced Technologies 781.577.8968 www.mzinga.comMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 2 2
  3. 3. Today’s Agenda. Topic The new reality & the challenges we’re facing What is Social CRM & how can it help your business? Common use cases & benefits How to get startedMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 3
  4. 4. The Social Organization A New Model Ideate. Share. Listen. Change.MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
  5. 5. Six Realities of the Social Organization. 1 • Everyone is a spokesperson 2 • Everyone is the media 3 • The people outside know more 4 • They expect you to listen 5 • They want to help 6 • It’s OK to be wrongMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
  6. 6. As a result, the pressure on businesses is higher than ever…MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 6
  7. 7. 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.MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 7
  8. 8. Improve customer loyalty & satisfaction The primary driver of a consumers 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.MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 8
  9. 9. Enter Social CRM It’s a transformation of the overall customer experience…MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 9
  10. 10. “ …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, Author CRM at the Speed of Light: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your CustomersMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 10
  11. 11. “ It is not about the technology, it is about the people, process and cultural shifts necessary to support and grow a business with the social customer. ” - Mitch Lieberman, President & CEO Comity Technology Advisors “ Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change. ” - Scott Monty, head of social media Ford Motor CompanyMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 11
  12. 12. The Five I’s of Social CRM 1. Information Traditional Customer Relationship Management (CRM) is all about information. But too often, it’s focused on standardizing and sharing the information rather than on trying to manage the relationship. 2. Interaction When you introduce social interactions, relationships move to the forefront and control shifts to the customer. That can drive more fulfilling and engaging relationships between and among the customers and you.MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
  13. 13. The Five I’s of Social CRM 3. Integration You need integration because ultimately you cant just give your customer a voice in one spot. You own the information and the customer owns the conversation. 4. Influence But dont be surprised! Not all of your customers will interact with you - and what they say shouldnt necessarily dictate where you should go. 5. Insight Fostering interaction with and among your customers will likely drive value, but you cant be sure unless you measure it.MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
  14. 14. It can transform how you do business… Traditional Social organizations Unstructured business processes Transformed business processes that social interactions improve productivity, efficiencies & that streamline communication, Often hierarchal and siloed, but critical enhance relationships, etc. revenue growth to business goals and success Product Mkting Sales Services Corporate Strategy Service s Information Systems Human Resources Finance & AdministrationMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
  15. 15. And you help you solve real challenges • How can I innovate my products faster? • How can I stay abreast of market research for R&D? • How can I streamline product development? • How can I improve brand visibility? • How can I drive enhanced demand generation? • How can I increase website traffic & ad revenue? • How can I develop long-term relationships with customers? • How can I reduce sales cycle? • How can I accelerate new client opportunities? • How can I reduce support costs? • How can I reduce response times in addressing client issues? • How can I improve customer retention & loyalty?MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
  16. 16. Common use cases & benefitsMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
  17. 17. Establish greaterbrand engagement. Build your brand & your market • 82% of US online adults use social tools and are generating 3.5 billion brand-related conversations every day in the US- which means you can reach and influence customers faster than ever Increase buyer trust & grow revenue • 1 in 10 adults is use social networks to share positive product information, and forums to share opinions about brands • 75% of consumers are influenced by peers in their purchase decisions, more so than any other media or information source Drive innovation & market research “ With nearly 10,000 members and several hundred posts, TIAA-CREFs myretirement.org seems to Grow market have established a solid • One traditional focus group can cost up to $15,000 and weeks awareness of time, while online communities provide direct access to footing among TIAA-CREF plan ” ongoing market research programs at a fraction of the cost participants. with greater scale - Should Annuity Firms Care About Social Media?, Retirement Income Journal, November 2009MZINGA 2010 Forrester Research SOCIAL SOFTWARE l * 2008, l #1 ON-DEMAND
  18. 18. Case in point…More engaged site visitors & increasedreadership • ABCnews.com article commenting & discussions help drive brand exposure & increase engagement • Readers can interact with other readers, reporters, etc. on news items and topics of common interest • Extends market reach, reader loyalty and retentionMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
  19. 19. Improve your overallcustomer experience. Improve customer response times • 36% of consumers prefer using websites to get answers to questions rather than via telephone or email- and 57% are very likely to abandon purchases if they cannot find quick answers to questions. Drive satisfaction, loyalty & retention • Live chat, peer-to-peer forums, just-in-time customer education and direct access to experts help customers get answers questions quickly- improving satisfaction and reducing abandonment. Reduce support costs “ We wanted to create an interactive forum where job seekers could find information to further their career goals. It • Telephone support costs $6 to $12 or higher per contact. allows our members to connect with both our experts and their • Online chat costs only $5 and is 63% more effective, and web- based customer self-service costs just a few cents per contact. peers to plan the next steps inMZINGA Forrester Research * 2010 l #1 ON-DEMAND SOCIAL SOFTWARE l their career path. Monster.com’s CareerOne ” - Michael Harvey, Chief Executive at
  20. 20. Case in point…Better customer response times & reduced costs • Peer support for Ford owners of the Sync In-car communication system • 11,000 customer users &1M+ message views • Lowered support calls, & more access to product research “ Before we had our forum, wed compile lists of whats being talked about once a month, but now we can act right away… When something requires an immediate response, we just post to our FAQ and ” solve the problem. - Trisha Habucke, Ford Digital Marketing Manager. Ford Gets In Sync With Customers,MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 20
  21. 21. How to Get StartedMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
  22. 22. Preparing for Social CRM 1. Measurement & Monitoring 2. Content Creation 3. Reach (Community) 4. Engagement (Conversation) 5. Conversion 6. EvangelismMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 22
  23. 23. A few smart rules of thumb… Determine a few initial goals (and start simple!) Rally a few champions Set your sights on a small customer segment Set some basic guidelines & communication plans Focus on value (not just volume) Be responsive Monitor, measure & reviseMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 23 23
  24. 24. Questions?MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 24
  25. 25. Dan Bruns Mzinga Sr. Vice President of Advanced Technologies 781.577.8968 www.mzinga.com Visit mzinga.com to learn more: Thank You! • Attend more webcasts • Read our blogs • Download eBooks & white papersMZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

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