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Delivering on SCRM’s Promise…?<br />Brent Leary<br />CRM Essentials<br />
Mad as…<br />I'm just a citizen, a consumer, a guy who has my own printing press - my weblog, BuzzMachine.com - and I get ...
Monitors 22K online conversations daily<br />
The 3 Commandments<br />1 Read blogs. At Technorati.com or Icerocket.com, search for what people say about your brand. Don...
Social CRM<br />“The company’s programmatic response to the customer’s control of the conversation”<br />Paul Greenberg, G...
What’s changed…what hasn’t?<br />Philosophy<br />Behavior<br />Activity<br />Expectation<br />
In Tech We Trust….<br />Edelman Trust Barometer, 2011<br />
Edelman Trust Barometer, 2011<br />
Welcome the theZettabyte Era<br />By 2020, the amount of data will have grown 44-fold, to 35 trillion gigabytes<br />Cisco...
Getting in the palm of their hands…<br />At Intuit good numbers of our customers are now coming to us solely through the m...
A Tale of Two iPads…<br />
93%of Americans believe a company should have a presencein social media <br />85% believe a company should not only be pre...
If It Ain’t Broke, Make It Better…<br />
March Madness ON DEMANDA Brand New Experience<br /><ul><li>#1 free app for both iPhone and iPad in the App store (3/17 & 3...
36% of all streams for were from the iPad and iPhone apps (3/17-20)
An average of 92.9 minutes per daily unique visitor (3/17-20)
MMOD delivered a 63% increase in total visits across the MMOD broadband and mobile products
13.7 million total hours of live streaming video consumed. (11.7M total in 2010)</li></ul>“I’m not sure I need a televisio...
Humanizing the Big Box<br />
Improving the life experience of a customer goes beyond improving their experience as your customer<br />
Evolution of Experience<br />
What needs to change?<br />Philosophy<br />Behavior<br />Activity<br />Expectation<br />
Embracing CMR: Customer Managed  Relationships<br />“The challenge is that most companies have been wired from the ground ...
Pushing Marketing 1.0 messages over Marketing 2.0 Channels Won’t Work<br />The financial cost of pushing content is neglig...
Data<br />Information<br />Insights<br />Empathy<br />Action<br />Interaction<br />Trust<br />
CRM or CIM? Customer InformationMgmt<br />Traditional CRM Strategy Focus<br /><ul><li>Centralize Customer Data
Operational Efficiency
Forecasting
Activity Management
Reporting
But What About THE CUSTOMER???</li></li></ul><li>SOCIAL CRM<br />LISTENINGAutomation<br />CulturalManagement<br />CONTENTA...
Components<br />Voice of the Customer<br />Mission and Vision <br />Objectives<br />Business Requirements <br />Processes ...
Social CRM….by the Numbers<br /><ul><li>40% increase in  spending  for social marketing, sales and service in 2010
Expects Social CRM spending to reach $1B by end of 2012
More than 100 vendors with Social CRM offerings
B2B spending on Social CRM will account for 30% of market by 2015</li></ul>Gartner, July 2011<br />
Customer Experience vs. Life Experience<br />“The more we as technology vendors give you choices, by integrating our produ...
Social Media Usage For Business Activities<br />Structured Users – Interest, Adoption and Level of Satisfaction<br />Small...
The Company thatContentBuilt<br />
Inbound Marketing software & advice that helps SMB businesses grow<br />2006<br />5,000+<br />500,000+<br />98%<br />270+<...
Content withUtility<br />
Content withContext<br />
Content withCharacter<br />
Content withCommunity<br />
Content withConversion<br /><ul><li>600K Email List
123K+ Twitter Followers
30K+ Facebook Fans
62K LinkedIn Group Members
40K leads monthly
35% Conversion Rate (Up from 28% 2 years ago)
5K Customers
$32M capital raised from Google, Salesforce.com & Sequoia </li></li></ul><li>Social Impact<br /><ul><li>Generated well ove...
Experimented with promoted tweets, experimented with a variety of different social elements
Tens of thousands of leads from social</li></ul> Social is not the 'top' driver of leads but is a HUGE driver of additiona...
Going Social – Inside & Out<br />
<ul><li>15,000 insurance agents/ independent brokers
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Is Social CRM Reaching It's Promise?

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keynote presentation from CRM Evolution 2011 in New York, August 10th

Published in: Business, Technology

Is Social CRM Reaching It's Promise?

  1. 1. Delivering on SCRM’s Promise…?<br />Brent Leary<br />CRM Essentials<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8. Mad as…<br />I'm just a citizen, a consumer, a guy who has my own printing press - my weblog, BuzzMachine.com - and I get to use it however I want. - Jeff Jarvis, 2005<br />
  9. 9. Monitors 22K online conversations daily<br />
  10. 10. The 3 Commandments<br />1 Read blogs. At Technorati.com or Icerocket.com, search for what people say about your brand. Don't think of bloggers as strange beasts blathering, but as people, just customers. Beats any focus group.<br />2 Talk with your consumers. A Dell PR executive told blogger and Houston Chronicle columnist Dwight Silverman that the company's blog policy was, in Silverman's words, "look, don't touch". How insulting: You ignore you customers. How much better it would be to ask their advice. Beats any consultant.<br />3 Blog. If execs at Microsoft, Sun, and even GM can, you can. Show that you are open and unafraid to engage your public. Beats PR.<br />Jeff Jarvis<br />
  11. 11. Social CRM<br />“The company’s programmatic response to the customer’s control of the conversation”<br />Paul Greenberg, Godfather of Social CRM<br />
  12. 12. What’s changed…what hasn’t?<br />Philosophy<br />Behavior<br />Activity<br />Expectation<br />
  13. 13. In Tech We Trust….<br />Edelman Trust Barometer, 2011<br />
  14. 14. Edelman Trust Barometer, 2011<br />
  15. 15. Welcome the theZettabyte Era<br />By 2020, the amount of data will have grown 44-fold, to 35 trillion gigabytes<br />Cisco, 2011<br />
  16. 16. Getting in the palm of their hands…<br />At Intuit good numbers of our customers are now coming to us solely through the mobile device. In the past, they would start out with a Web-based application and desktop products, then use the mobile device as a supplement. Now we see folks interacting with our products solely through mobile.<br />Trevor Dryer – Intuit Program Manager, Mobile Payments<br />
  17. 17. A Tale of Two iPads…<br />
  18. 18.
  19. 19. 93%of Americans believe a company should have a presencein social media <br />85% believe a company should not only be present but also interact with its consumers via social media<br />56%of American consumers feel both a stronger connectionwith and better servedby companies when they can interact with them in a social media environment.<br />2008 Cone Business in Social Media Study<br />
  20. 20. If It Ain’t Broke, Make It Better…<br />
  21. 21. March Madness ON DEMANDA Brand New Experience<br /><ul><li>#1 free app for both iPhone and iPad in the App store (3/17 & 3/18)
  22. 22. 36% of all streams for were from the iPad and iPhone apps (3/17-20)
  23. 23. An average of 92.9 minutes per daily unique visitor (3/17-20)
  24. 24. MMOD delivered a 63% increase in total visits across the MMOD broadband and mobile products
  25. 25. 13.7 million total hours of live streaming video consumed. (11.7M total in 2010)</li></ul>“I’m not sure I need a television anymore. By opening the floodgates, the NCAA and CBS is fit to deliver a true revolution in sports. And in returnthey’ll get audience data, captivity and flexibility like no sports broadcasting has ever seen before”.<br />FastCompany, April 2011<br />
  26. 26. Humanizing the Big Box<br />
  27. 27. Improving the life experience of a customer goes beyond improving their experience as your customer<br />
  28. 28. Evolution of Experience<br />
  29. 29. What needs to change?<br />Philosophy<br />Behavior<br />Activity<br />Expectation<br />
  30. 30. Embracing CMR: Customer Managed Relationships<br />“The challenge is that most companies have been wired from the ground up to operate in a world of company-controlled communication, and they're simply not equipped to engage in conversations. But, the rules have changed.”<br />Greg Gianforte, CEO of RightNow Technologies<br />
  31. 31. Pushing Marketing 1.0 messages over Marketing 2.0 Channels Won’t Work<br />The financial cost of pushing content is negligible, but can costyou everything…<br />
  32. 32. Data<br />Information<br />Insights<br />Empathy<br />Action<br />Interaction<br />Trust<br />
  33. 33. CRM or CIM? Customer InformationMgmt<br />Traditional CRM Strategy Focus<br /><ul><li>Centralize Customer Data
  34. 34. Operational Efficiency
  35. 35. Forecasting
  36. 36. Activity Management
  37. 37. Reporting
  38. 38. But What About THE CUSTOMER???</li></li></ul><li>SOCIAL CRM<br />LISTENINGAutomation<br />CulturalManagement<br />CONTENTAutomation<br />SOCIAL<br />CUSTOMER<br />RELATIONSHIP<br />MANAGEMENT<br />COMMUNITY<br />Facilitation<br />“In our view, social customer care will no longer be an afterthought or an adjunct to Social CRM; it will sit squarely at the core of business strategy alongside other forms of customer interaction”.<br />
  39. 39. Components<br />Voice of the Customer<br />Mission and Vision <br />Objectives<br />Business Requirements <br />Processes Assessments  <br />Business Case including costs/TCO  <br />Risk Assessment <br />Metrics/Benchmarks/ROI<br />Culture <br />Communications  <br />Vendor Selection Strategy Model Project (Pilots) <br />SOCIAL CRM<br />
  40. 40. Social CRM….by the Numbers<br /><ul><li>40% increase in spending for social marketing, sales and service in 2010
  41. 41. Expects Social CRM spending to reach $1B by end of 2012
  42. 42. More than 100 vendors with Social CRM offerings
  43. 43. B2B spending on Social CRM will account for 30% of market by 2015</li></ul>Gartner, July 2011<br />
  44. 44. Customer Experience vs. Life Experience<br />“The more we as technology vendors give you choices, by integrating our products with other helpful products, the better it is for you.” <br />“If that includes integrating with another product that might also integrate with our competitors, that's okay. We are going to win you because we are a better partner, not because we are holding you hostage”. <br />Pamela O’Hara, BatchBlue<br />
  45. 45. Social Media Usage For Business Activities<br />Structured Users – Interest, Adoption and Level of Satisfaction<br />Small Business<br />Customer Focus<br />Generate more <br />web site traffic<br />Generate new leads<br />Very<br />Satisfied<br />Improve market awareness<br />Of the company<br />Connect with<br />people who<br />aren't customers<br />Improve service/support and customer retention<br />Company/Brand<br /> Focus<br />Internal Focus<br />Bring voice of the customer into the company<br />Improve internal collaboration<br />Analyze data to improve knowledge of market<br />Get input for product <br />development<br />Aid new employee <br />recruitment<br />Interest in activity<br />Very<br />Dissatisfied<br />High Level<br />Low Level<br />Sample Size = 131<br />8/12/2011<br />SMB Group Confidential<br />34<br />
  46. 46. The Company thatContentBuilt<br />
  47. 47. Inbound Marketing software & advice that helps SMB businesses grow<br />2006<br />5,000+<br />500,000+<br />98%<br />270+<br />Founded<br />Customers<br />Monthly leads generated by customers<br />Customer Retention<br />Employees<br />
  48. 48. Content withUtility<br />
  49. 49. Content withContext<br />
  50. 50. Content withCharacter<br />
  51. 51. Content withCommunity<br />
  52. 52. Content withConversion<br /><ul><li>600K Email List
  53. 53. 123K+ Twitter Followers
  54. 54. 30K+ Facebook Fans
  55. 55. 62K LinkedIn Group Members
  56. 56. 40K leads monthly
  57. 57. 35% Conversion Rate (Up from 28% 2 years ago)
  58. 58. 5K Customers
  59. 59. $32M capital raised from Google, Salesforce.com & Sequoia </li></li></ul><li>Social Impact<br /><ul><li>Generated well over 600,000 visits last year from social
  60. 60. Experimented with promoted tweets, experimented with a variety of different social elements
  61. 61. Tens of thousands of leads from social</li></ul> Social is not the 'top' driver of leads but is a HUGE driver of additional traffic, prospects and 'opportunities' to engage in the conversation<br />
  62. 62. Going Social – Inside & Out<br />
  63. 63. <ul><li>15,000 insurance agents/ independent brokers
  64. 64. Farmers Group provides marketing, advertising, legal, regulatory and compliance support
  65. 65. Agents have personal relationships with individuals
  66. 66. Agents must go where their communities are</li></li></ul><li><ul><li>Agent to Community
  67. 67. 15K Agents – 1400 Facebook Pages
  68. 68. 1000 Facebook Pages – Less than 10 Fans
  69. 69. Not enough content
  70. 70. Content meeting compliance requirements</li></li></ul><li><ul><li>Agent to Community
  71. 71. Push content down to local agents
  72. 72. Local agents can edit & push to Facebook
  73. 73. Monitor content for compliance
  74. 74. Collaboration
  75. 75. Farmers to agent
  76. 76. Agent to agent</li></li></ul><li>“ I feel proud to work at a company that’s so forward thinking and innovative”<br /><ul><li>Agent adoption leading to success
  77. 77. Agent-to-Agent collaboration has accelerated adoption
  78. 78. 1000 new Facebook Fans in a month for one agent
  79. 79. Traced significant number of policies sold back to agent interaction on Facebook</li></li></ul><li><ul><li>8,000 customer service reps
  80. 80. 14M retail customers
  81. 81. 2M monthly customer contacts
  82. 82. Annual revenues of £8,297 million generated in 2009-10</li></ul>Customer Service in a social media world<br />
  83. 83. We’ve industrialized social byempowering our people to engage directly with our customers – our team not only manage our service channels but also manage our core marketing presences thus acting as a social production unit. We did this because firstly, it allowed us to flow service queries that came in via separate channels into BTCare, keep the tone consistent and also allow for scalability<br />BianSalins, Head of Social Media Innovation, BT Customer Service<br />
  84. 84. BT in the social space<br />Links<br />Twitter: http://www.twitter.com/btcare<br />YouTube: http://www.youtube.com/btcare<br />Community: http://www.bt.com/community<br />Facebook: http://www.facebook.com/BTUK<br />
  85. 85. Building a Community<br />51<br />Community Leader Programme:<br />The Lounge:<br /><ul><li>4,655 messages posted
  86. 86. 376 ratings from other users
  87. 87. 76.5 full days spent online reading over 155k messages and helping our customers</li></ul>Ideas Bank:<br />Live Discussions:<br />
  88. 88.
  89. 89. The outcome<br />
  90. 90. The Outcome<br /><ul><li>Able to demonstrate saving BT $330K pounds per year
  91. 91. Community savings – now $60K pounds a month
  92. 92. 28,000registered users
  93. 93. Peer to peer support forum 500,000 user sessions per week
  94. 94. 90% of customers more likely to stay after dealing with BTCare
  95. 95. 50% are likely to recommend after dealing with BTCare
  96. 96. Now we work as a team (PR-Marketing–Service)</li></li></ul><li>It’s the Subscription Economy, Stupid…<br />We think years from now businesses will find themselves buying less and less products, and subscribing more and more to services, whether software services [like] Google applications, or transportation services like a Zip car, or computing power from Storage, or collaboration from Box.net. <br />“We think the world is shifting to a subscription-based economy”.<br />TienTzuo, Founder, Zuora<br />
  97. 97. Promise isn’t promised to us…<br />
  98. 98. “The #1 use case we’re seeing of late is the triaging, prioritizing, automating and routing of customer tweets, status updates, and other information across the enterprise”. <br />John Bastone, Global Product <br />Marketing Manager, SAS<br />“As social becomes an integral channel, and as insights on who matters, and who doesn’t become quantified, handling this efficiently becomes of paramount importance”.<br />John Bastone, Global Product <br />Marketing Manager, SAS<br />57<br />
  99. 99. Privacy concerns will intensify<br />Companies will struggle with the privacy issue.  We’ll begin to recognize the power of being able to "connect the dots" with respect to people and their online profiles and see some creative business applications.  But, this power will make consumers increasingly uncomfortable (as evidenced by the news around Sony, Epsilon, etc.)<br />We'll learn that success in social media is not about auto-pilot (the troubling example being all the auto-follow twitter software out there), but about power-steering.  We'll start to see tools that don't replace genuine conversations and connections -- but just make the process easier and take some of the manual labor out.<br />Dharmesh Shah, Co-founder<br />Hubspot<br />58<br />
  100. 100. The Revolution will be Measurized<br />
  101. 101. Comparison of Ad Hoc and Strategic Users: Track and Measure Social Media<br />8/12/2011<br />SMB Group and CRM Essentials Confidential<br />60<br />Medium Business<br />Sample Size = 103<br />
  102. 102. Measuring the Social Customer…Beyond the Transaction<br />Customer Lifetime Value (CLV)<br />+ Customer Lifetime Influence (CLI)<br />+ Customer Lifetime Activity<br />= Value of your social customer<br />
  103. 103.
  104. 104. Thank You!<br />@BrentLeary<br />BrentLeary.com<br />

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