Brent Leary, CRM Essentials
About Me….Before 2004 CRM  implementation consultant.  Salesforce.com and Microsoft CRM certified partners Customers  incl...
About Me….After 2004 CRM  industry analyst, advisor, strategic consultant Customers  include Intuit, Microsoft, RIM, Sage ...
OK….So What Happened? First Article Blogging Podcasting Social Networking Barack 2.0 <ul><li>April 2008 –  Will Barack Oba...
Sales & Marketing Challenges  <ul><li>The Problem </li></ul><ul><li>Avg. Business has  7%   awareness </li></ul><ul><li>90...
“ Social” challenges <ul><li>Finding time to turn  good customers  into  advocates </li></ul><ul><li>Finding  enough  good...
“ Social” challenges… to  The Customer <ul><li>Finding time to turn  searches   into  answers/solutions </li></ul><ul><li>...
<ul><li>By 2010 Gen Y will outnumber Baby Boomers…. 96%  of them have joined a social network </li></ul><ul><li>1  out of ...
<ul><li>These two have more Twitter followers than the entire populations of  Ireland ,  Norway  and  Panama </li></ul>Soc...
<ul><li>Wants a  personalized experience … </li></ul><ul><li>Couldn’t care less   if they are high value or low value cust...
The Rise of the Social Customer
 
Facebook <ul><li>200M+  Users </li></ul><ul><li>3.5B  minutes a day spent on FB </li></ul><ul><li>850M  photos uploaded mo...
Facebook <ul><li>250M+  Users </li></ul><ul><li>5B  minutes a day spent on FB </li></ul><ul><li>1B+  photos uploaded month...
Facebook <ul><li>300M+  Users </li></ul><ul><li>6B  minutes a day spent on FB </li></ul><ul><li>1B+  photos uploaded month...
Years to Reach 50 millions Users <ul><li>Radio  -  38 Years   </li></ul><ul><li>TV -  13 Years </li></ul><ul><li>Internet ...
More time spent being soci al
Obama SM Timeline
McCain SM Timeline
<ul><li>Guess who won….. </li></ul>
<ul><li>A   Black   guy… </li></ul><ul><li>With a   funny   name… </li></ul><ul><li>And that  notorious   middle name… </l...
What’s Driving This?
We’ve got tools
Conversation Prism – Brian Solis BrentLeary.com
We have these…
These weren’t around either…
<ul><li>25%  of Americans in the past month said they watched a short  video…on their phone </li></ul><ul><li>According to...
We Have Emotions
 
 
Why Did They Do This? BrentLeary.com
Obama Campaign Stats  [ from  Edelman Report ]
We have opinions… And the need to share them
Opinions Create Communities…Accidentally #scrm @prem_k @ekolsky @johnmoore @mjayliebs
We have opinions… And the need to share them
We have opinions… And the need to share them
Social CRM Basics <ul><li>“ People  like   doing business with people they  like… </li></ul>… and   love   doing business ...
Social CRM Challenge <ul><li>How do you get people to  like   you when: </li></ul><ul><li>They   don’t know you exist </li...
Social CRM Basics… More or Less <ul><li>More  listening ,   sharing   and   participating … </li></ul>…  Less  talking   1...
 
Social CRM, Twitter & Biscuits
The Impact of 140 Characters <ul><li>I  replied </li></ul><ul><li>I  followed </li></ul><ul><li>I  blogged </li></ul><ul><...
Humanizing the Big Box BrentLeary.com
Customers say business should be social… <ul><li>93%   of Americans believe a company  should have a presence   in social ...
<ul><li>Converting  content  into  conversations </li></ul><ul><li>Extending  conversations  into collaborative  experienc...
The Three A's Of Social CRM Keys to keeping and growing good relationships <ul><li>Automation   of content creation and di...
Automating Content Creation & Distribution <ul><li>A Blog </li></ul><ul><li>A Tweet </li></ul><ul><li>A Comment </li></ul>...
Putting Created Content to Use
Help People Be More Social BrentLeary.com
BrentLeary.com
CRM – Engagement by Faciliation
User Generated www.sbbuzz.biz
Community Generated www.sbbuzz.biz
Community Response
Community Conversion?
Community Generated Links
Conversation Management: CoTweet.com
Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
Analysis: The New Metric System WebAnalyticsDemystified.com 2008
Measuring Random Acts of Web Engagement <ul><li>•  Brand driven sessions </li></ul><ul><ul><li>Either originating directly...
Measuring Random Acts of Web Socialism
Number of Content Spreaders
Who’s Favoring Your Tweets?
Analyze This….
Social Media Monitoring
Engagement by Audacity
 
 
Keys to Success <ul><li>Be consistent </li></ul><ul><li>Stick it out </li></ul><ul><li>Don’t try to sell  </li></ul><ul><l...
Pyramid of Customer Loyalty
Thank You! <ul><li>Brent Leary </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Blog </li></ul><ul><ul><li>WWW...
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New Media Atlanta Presentation

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  • Automation Automating routine tasks and activities frees up valuable time which can be spent strengthening business relationships Analysis Capturing “social” data along with other web-based data (conversions, transactions) to gain competitive advantages in building meaningful, long lasting relationships Audacity Automating routine stuff should allow small businesses to work on creating “sticky” web presences (websites, blogs, etc.) AND grow their presence on the web
  • New Media Atlanta Presentation

    1. 1. Brent Leary, CRM Essentials
    2. 2. About Me….Before 2004 CRM implementation consultant. Salesforce.com and Microsoft CRM certified partners Customers include local small businesses like ERS, Icebox Reads Inc., Entrepreneur, Wall Street, Black Enterprise
    3. 3. About Me….After 2004 CRM industry analyst, advisor, strategic consultant Customers include Intuit, Microsoft, RIM, Sage Quoted in Inc., Entrepreneur, Wall Street, Black Enterprise
    4. 4. OK….So What Happened? First Article Blogging Podcasting Social Networking Barack 2.0 <ul><li>April 2008 – Will Barack Obama be our first CRM president? </li></ul><ul><li>February 2007 </li></ul><ul><li>November 2006 Technology For Business Sake </li></ul><ul><li>June 2005 Brent’s CRM Blog </li></ul><ul><li>March 2004 . DestinationCRM.com </li></ul>
    5. 5. Sales & Marketing Challenges <ul><li>The Problem </li></ul><ul><li>Avg. Business has 7% awareness </li></ul><ul><li>90%+ of market not ready to buy </li></ul><ul><li>Awareness = 6-7 touches per yr </li></ul><ul><li>80% of new sales take 8-15 contacts to gain interest </li></ul><ul><li>Avg. salesperson abandons after 1-2 calls </li></ul><ul><li>50% of all leads buy – in 6-18 months </li></ul><ul><li>Result </li></ul><ul><ul><li>Huge numbers of missed opportuniti es </li></ul></ul><ul><ul><li>* Source: Cargill Consulting Group, Inc., Griffin Consulting Group, Sales & Marketing Mgmt Magazine, Harvard Business Review, Dartnell Institute </li></ul></ul>
    6. 6. “ Social” challenges <ul><li>Finding time to turn good customers into advocates </li></ul><ul><li>Finding enough good customers </li></ul><ul><li>Creating opportunities for meaningful exchanges </li></ul><ul><li>Creating opportunities for prospects to find us </li></ul><ul><li>Need to automate time consuming tasks keeping you from creating advocates: </li></ul><ul><ul><li>Creating attractive content appealing to good prospects </li></ul></ul><ul><ul><li>Responding to Leads Quickly, Correctly and Effectively </li></ul></ul><ul><ul><li>Closing more good deals efficiently </li></ul></ul>
    7. 7. “ Social” challenges… to The Customer <ul><li>Finding time to turn searches into answers/solutions </li></ul><ul><li>Finding enough trusted information </li></ul><ul><li>Finding trusted vendors </li></ul><ul><li>Finding vendors who value them </li></ul><ul><li>Creating opportunities for meaningful exchanges </li></ul>
    8. 8. <ul><li>By 2010 Gen Y will outnumber Baby Boomers…. 96% of them have joined a social network </li></ul><ul><li>1 out of 8 couples married in the U.S. last year met via social media </li></ul><ul><li>34% of bloggers post opinions about products & brands </li></ul><ul><li>25% of Americans in the past month said they watched a short video… on their phone </li></ul>Socialnomics.net - 2009
    9. 9. <ul><li>These two have more Twitter followers than the entire populations of Ireland , Norway and Panama </li></ul>Socialnomics.net - 2009
    10. 10. <ul><li>Wants a personalized experience … </li></ul><ul><li>Couldn’t care less if they are high value or low value customers </li></ul><ul><li>Want tools for the customer to manage their own experience </li></ul>Paul Greenberg - 2008
    11. 11. The Rise of the Social Customer
    12. 13. Facebook <ul><li>200M+ Users </li></ul><ul><li>3.5B minutes a day spent on FB </li></ul><ul><li>850M photos uploaded monthly </li></ul><ul><li>8M videos uploaded monthly </li></ul><ul><li>1B pieces of content shared each week </li></ul><ul><li>30M active members access FB from mobile devices </li></ul>Facebook.com – April 2009
    13. 14. Facebook <ul><li>250M+ Users </li></ul><ul><li>5B minutes a day spent on FB </li></ul><ul><li>1B+ photos uploaded monthly </li></ul><ul><li>10M videos uploaded monthly </li></ul><ul><li>1B pieces of content shared each week </li></ul><ul><li>30M active members access FB from mobile devices </li></ul>Facebook.com – August 2009
    14. 15. Facebook <ul><li>300M+ Users </li></ul><ul><li>6B minutes a day spent on FB </li></ul><ul><li>1B+ photos uploaded monthly </li></ul><ul><li>10M videos uploaded monthly </li></ul><ul><li>2B pieces of content shared each week </li></ul><ul><li>65M active members access FB from mobile devices </li></ul>Facebook.com September 2009
    15. 16. Years to Reach 50 millions Users <ul><li>Radio - 38 Years </li></ul><ul><li>TV - 13 Years </li></ul><ul><li>Internet - 4 Years </li></ul><ul><li>iPod - 3 Years </li></ul><ul><li>Facebook added 100 million users in less than 9 months </li></ul><ul><li>iPhone applications hit 1 billion in 9 months </li></ul>Socialnomics.net - 2009
    16. 17. More time spent being soci al
    17. 18. Obama SM Timeline
    18. 19. McCain SM Timeline
    19. 20. <ul><li>Guess who won….. </li></ul>
    20. 21. <ul><li>A Black guy… </li></ul><ul><li>With a funny name… </li></ul><ul><li>And that notorious middle name… </li></ul><ul><li>Having serious pastor problems … </li></ul><ul><li>Wearing this outfit…. </li></ul>He won???
    21. 22. What’s Driving This?
    22. 23. We’ve got tools
    23. 24. Conversation Prism – Brian Solis BrentLeary.com
    24. 25. We have these…
    25. 26. These weren’t around either…
    26. 27. <ul><li>25% of Americans in the past month said they watched a short video…on their phone </li></ul><ul><li>According to Jeff Bezos 35% of book sales on Amazon are for the Kindle when available </li></ul><ul><li>80% of Twitter usage is on mobile device s </li></ul>Socialnomics.net - 2009
    27. 28. We Have Emotions
    28. 31. Why Did They Do This? BrentLeary.com
    29. 32. Obama Campaign Stats [ from Edelman Report ]
    30. 33. We have opinions… And the need to share them
    31. 34. Opinions Create Communities…Accidentally #scrm @prem_k @ekolsky @johnmoore @mjayliebs
    32. 35. We have opinions… And the need to share them
    33. 36. We have opinions… And the need to share them
    34. 37. Social CRM Basics <ul><li>“ People like doing business with people they like… </li></ul>… and love doing business with people they trust !”
    35. 38. Social CRM Challenge <ul><li>How do you get people to like you when: </li></ul><ul><li>They don’t know you exist </li></ul><ul><li>They don’t think you have a heart </li></ul>
    36. 39. Social CRM Basics… More or Less <ul><li>More listening , sharing and participating … </li></ul>… Less talking 1.0 , selling 1.0 and marketing 1.0
    37. 41. Social CRM, Twitter & Biscuits
    38. 42. The Impact of 140 Characters <ul><li>I replied </li></ul><ul><li>I followed </li></ul><ul><li>I blogged </li></ul><ul><li>I podcasted </li></ul><ul><li>I ate …and ate … $$$ </li></ul>
    39. 43. Humanizing the Big Box BrentLeary.com
    40. 44. Customers say business should be social… <ul><li>93% of Americans believe a company should have a presence in social media </li></ul><ul><li>85% believe a company should not only be present but also interact with its consumers via social media </li></ul><ul><li>56% of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. </li></ul>2008 Cone Business in Social Media Study
    41. 45. <ul><li>Converting content into conversations </li></ul><ul><li>Extending conversations into collaborative experiences </li></ul><ul><li>Transforming experiences into meaningful relationships </li></ul>Enter Social CRM Automating the Conversation Process
    42. 46. The Three A's Of Social CRM Keys to keeping and growing good relationships <ul><li>Automation of content creation and distribution </li></ul><ul><li>Analysis – capturing ‘social’ and web-based data </li></ul><ul><li>Audacity – focus on ‘captivating’ people </li></ul>
    43. 47. Automating Content Creation & Distribution <ul><li>A Blog </li></ul><ul><li>A Tweet </li></ul><ul><li>A Comment </li></ul><ul><li>A Phone </li></ul><ul><li>A Webcam </li></ul><ul><li>User-generated </li></ul><ul><li>Co-created </li></ul><ul><li>Syndicated </li></ul><ul><li>Repurposed </li></ul>
    44. 48. Putting Created Content to Use
    45. 49. Help People Be More Social BrentLeary.com
    46. 50. BrentLeary.com
    47. 51. CRM – Engagement by Faciliation
    48. 52. User Generated www.sbbuzz.biz
    49. 53. Community Generated www.sbbuzz.biz
    50. 54. Community Response
    51. 55. Community Conversion?
    52. 56. Community Generated Links
    53. 57. Conversation Management: CoTweet.com
    54. 58. Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
    55. 59. Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
    56. 60. Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
    57. 61. Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale
    58. 62. Analysis: The New Metric System WebAnalyticsDemystified.com 2008
    59. 63. Measuring Random Acts of Web Engagement <ul><li>• Brand driven sessions </li></ul><ul><ul><li>Either originating directly or from “branded” search terms </li></ul></ul><ul><ul><li>• “ brent leary” , “crm blog” , “social crm” , etc . </li></ul></ul><ul><ul><li>• anyone coming directly or searching for my name is already fairly engaged </li></ul></ul><ul><li>Measured events </li></ul><ul><ul><li>Pre-determined non-commerce events </li></ul></ul><ul><ul><li>• Email me , comment on my blog , download a PDF , Digg me , StumbleUpon me , Mixx me , etc . </li></ul></ul>
    60. 64. Measuring Random Acts of Web Socialism
    61. 65. Number of Content Spreaders
    62. 66. Who’s Favoring Your Tweets?
    63. 67. Analyze This….
    64. 68. Social Media Monitoring
    65. 69. Engagement by Audacity
    66. 72. Keys to Success <ul><li>Be consistent </li></ul><ul><li>Stick it out </li></ul><ul><li>Don’t try to sell </li></ul><ul><li>Be interesting AND interested </li></ul><ul><li>Tweet, Reply, Retweet! </li></ul><ul><li>Be real </li></ul>
    67. 73. Pyramid of Customer Loyalty
    68. 74. Thank You! <ul><li>Brent Leary </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Blog </li></ul><ul><ul><li>WWW.BRENTLEARY.COM </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>WWW.TWITTER.COM/BRENTLEARY </li></ul></ul><ul><li>Barack 2.0 </li></ul><ul><li>WWW.BARACK20.COM </li></ul>For More Show Info: www.BusinessTechnologyRadio.com

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