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Social CRM: CRM that Leverages the Social Web


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Presentation on Social CRM; distilled from the works of various SCRM expert resources

Published in: Business, Technology

Social CRM: CRM that Leverages the Social Web

  1. 1. Social CRM or CRM 2.0: CRM That Leverages the Social Web
  2. 2. Holistic Social Social CRM CRM Media
  3. 3. Holistic Social Social CRM CRM Media
  4. 4. Why your company needs CRM?
  5. 5. What is CRM? company-wide business strategy ★ ★ reduce costs & increase profitability ★ brings together info from all data sources within an organization ★ to get holistic view of each customer at near-real time ★ allows customer facing employees - sales, marketing, support, to make quick yet informed decisions on everything from cross-selling and up-selling opportunities ★ to target marketing strategies to competitive positioning tactics DestinationCRM - Feb 2002
  6. 6. Gartner & The Recessionary Economy “CRM remains a major focus for business executives, because the goals of acquiring, developing and retaining customers in a profitable manner are timeless,” said Ed Thompson, VP and distinguished analyst at Gartner. -------------------------------------------------------- Without CRM, you will lose customers and business faster than the effects of a tough economic condition.
  7. 7. Traditional CRM 1.0
  8. 8. Web 2.0 Stimulated Uses new online channels and new communication Trusts in tools Seeks support advices made to connect with by online like-minded acquaintances peers and strangers The new Reads and Social creates product Tends to buy Customer reviews, more online product than offline rankings and blog posts Wants to provide Expects better feedback about customer the product and experience customer service
  9. 9. Social CRM or CRM 2.0
  10. 10. Social Web: New Challenges
  11. 11. Social Web: New Challenges Online Activity Rank Sector Global Reach Global Reach Increase in ‘08 ‘07 Rank 1 Search 85.9% 84% 1.9% 2 General Interests, 85.2% 83.4% 1.9% Portals, Communities 3 Software 73.4% 72% 1.4% Manufacturers 4 Member 66.8% 61.5% 5.4% Communities 5 Email 65.1% 62.5% 2.7% Nielsen’s March 2009 “Global Faces and Networked Places” Social Networking Report:
  12. 12. Customer’s Expectations C CRM New
  13. 13. Comparison: CRM 1.0 vs 2.0 Traditional CRM analyzed to determine success
  14. 14. Comparison: CRM 1.0 vs 2.0 analyzed to determine success
  15. 15. Comparison: CRM 1.0 vs 2.0 Social CRM - Automating the Conversation Process converting content to conversations ★ ★ extending conversations into collaborative experiences ★ transforming experiences into meaningful relationships
  16. 16. Hype? What it is and is not? MarketBright Salesforce Service Cloud HelpStream SugarCRM RightNow On Demand CRM Mitch Lieberman Paul Greenberg Brian Solis Jeremiah Owyang Brent Leary Valeria Maltoni Denis Pombriant A Prem Kumar
  17. 17. Question: Not “if” but “how” People like doing business with people they like; love doing business with people they trust Leverage web for  More ... Listening, sharing & participating ...  Less Talking 1.0, selling and marketing 1.0 style
  18. 18. The Social Customer’s Tools
  19. 19. Real World Experiences • Ford has a Social Media Head! - Scott Monty • “Social Media is not an afterthought” - integrated with marketing strategy • Ford handed keys to 100 new “Fiesta’ for testing ultimate-social-media-experiment/
  20. 20. Real World Experiences • “Brand conversations are no longer one way” - Simon Clift CMO • “Communicate about deeper issues” • Marketing Programs with social benefits - Lifebuoy Prog
  21. 21. Real World Experiences • Use of online listening platforms and social networks • Justin Ball’s Review • Global community participant for emergent industries
  22. 22. ROI? “It’s not supposed to be a closing tool. Social media is an opening tool, a way to keep lines of communication open and maybe even keep pipelines full. It might even help reduce the sales cycle.” Its value is in developing the kinds of relationships that serve you over time, if you’re a sales person, in pursuing opportunities and finding leads & developing the kind of sales intelligence that provides you with the insight in making your job easier and better.
  23. 23. Acknowledgment! Valuable Contributors Shaping Social CRM (all of whom you can find and engage ONLINE!) Slides: Brent Leary’s ‘Social CRM:Not Your Father’s CRM’ and Fabio Cipriani’s ‘Social CRM’ CRM Analysts: Paul Greenberg (@pgreenblog), Brent Leary (@brentleary), A. Prem Kumar (@scorpfromhell), Bob Thompson (@bob_thompson), Mitch Lieberman (@mjliebs), Shane Gibson(@shanegibson), Denis Pombriant (@denispombriant) Social Media: Brian Solis(@brian_solis), Jeremiah Owyang (@jowyang)
  24. 24. Connect :) twitter: email: sites: resources: