S-CRM

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MAAMC Bournemouth University IN-PRACTICE assignment March 2011.

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S-CRM

  1. 1. S-CRM<br />Using the Tools effectively<br />What’s not to<br />?<br />
  2. 2. It’s a new dawn<br /> It’s a new day <br /> It’s a new life<br /> And I’m feeling……………………..<br />
  3. 3. It is true,<br />Man is indeed a Social animal!<br />
  4. 4.
  5. 5. WE like to live in tribes<br />
  6. 6.
  7. 7.
  8. 8. And Communities…<br />
  9. 9.
  10. 10.
  11. 11.
  12. 12. Now more than Ever!<br />
  13. 13. www.jmorganmarketing.com 2010.<br />
  14. 14. Social Media & Web 2.0<br />
  15. 15. What is S-CRM?<br />Simply put<br />SCRM is the company’s response to the customers’ control of the conversation<br />Paul Greenberg 2009<br />
  16. 16. Also known as CRM 2.0<br />
  17. 17. Other definitions of scrm<br /><ul><li>SCRM is a strategy supported by various tools and technologies based around customer engagement and interactions with transactions being a by-product</li></ul>Morgan 2010<br /><ul><li>“Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It's the company's response to the customer's ownership of </li></ul>the conversation.” <br />Greenberg 2009<br />
  18. 18. The consumer converses, shares opinions and essentially controls the conversation in the environment spun around him by social media <br />
  19. 19. Consumer is now the Brand’s Ambassador&Advocate<br />
  20. 20. Consumer is Now in the driving seat<br />
  21. 21. So join him in the ride on the social media bandwagon!<br />
  22. 22. Social Media is a tool in the SCRM Strategy<br />
  23. 23. But why?????<br />Consumer’s expectations are higher now, they don’t just want to be sold a product but DEMAND attention…………So are you listening!<br />
  24. 24.
  25. 25. And why Social Media?<br />“What better way to know what consumers’ want than them telling you”!<br />
  26. 26. We’ve heard it before but just to remind you!<br /><ul><li>Over 500 million users
  27. 27. Translation application supports over 100 languages
  28. 28. Average user is connected to 80 community pages, groups and events
  29. 29. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month</li></ul>Source: Facebook 2011<br />
  30. 30. Twitter<br /><ul><li>95 million Tweets a day
  31. 31. Over 175 million users of Twitter currently
  32. 32. More than 600 million searches happen on Twitter every day
  33. 33. 80% of Twitter users use Twitter on mobile devices </li></ul>Source: Twitter, 2011.<br />
  34. 34. <ul><li> 2nd largest used search engine
  35. 35. 2 billion views a day
  36. 36. Localised in 25 countries, 43 languages</li></ul>Source: YouTube 2011, TG Daily 2011.<br />
  37. 37. And so on and on and on…<br />
  38. 38. Affects on traditional media<br /><ul><li>24 out of the 25 largest newspapers are experiencing declines in circulations because the news reaches users in other formats
  39. 39. Advertising has also been impacted greatly because of social media with only 18% of traditional TV campaigns generate a positive return on investment</li></ul>Source: Asaptechworks, 2011<br />
  40. 40. Social Media Examiner 2011<br />
  41. 41. <ul><li>78% of customers trust peer recommendations on sites. While, only 14% trust advertisements</li></ul>Source: Asaptechworks, 2011.<br />
  42. 42. There is no escape………..It’s the REAL thing!<br /> <br />YouTube, 2011.<br />
  43. 43. Carlson , 2010.<br />
  44. 44. Good old CRM<br />One way<br />Communication<br />Morgan, 2010.<br />
  45. 45. The Social CRM<br />360° Communication<br />Morgan, 2010. <br />
  46. 46. Morgan, 2010. <br />
  47. 47. Garcia, 2011.<br />
  48. 48. No moreI Communicate, You Receive.<br />
  49. 49. Listen-engage-Act<br />
  50. 50. The Social Media Integration Model has an impact on the overall effectiveness for the Social Media platforms. For this reason consider all the elements when developing Social Media strategies.<br />Garcia, 2011.<br />
  51. 51. 41% of customers believe that companies should use social media tools to solicit feedback on products & servicesCone Business in Social Media Study, 2008<br />
  52. 52. Brain Green Consultancy, 2010.<br />
  53. 53. Companies' cannot wake up one day and decide to jump into social media.It doesn’t work that way.Social media cannot be utilized as an isolated strategy but the culture of social CRM must be installed in the company’s core values or else…….<br />
  54. 54. Bad Move<br />2009<br />Source: Social Media Today 2011.<br />
  55. 55. What were you thinking?<br />2011<br />Social Media Today 2011<br />
  56. 56. Good Practice<br />Source: www.briansolis.com<br />
  57. 57. does it well<br />Dell, 2011.<br />
  58. 58. They know what they are doing<br />Source: briansolis.com<br />
  59. 59.
  60. 60. And so does Nestle’<br />Nestle 2011<br />
  61. 61. Do it right and not only win the consumers’ heartsYou may win accolades and more<br />
  62. 62. <ul><li> Best global product/service launch by Mobile Marketing Association 2010
  63. 63. #2 Free App on iTunes upon launch
  64. 64. Still in top 100 year after its launch</li></ul>Nutrition<br />
  65. 65. <ul><li>Very popular with mums-to-be
  66. 66. Over 100,000 downloads since its launch in 2009</li></ul>Health & Wellness<br />
  67. 67. <ul><li>Downloaded 550,000 above to date
  68. 68. Ranked top 50 downloads in 10 European nations
  69. 69. Featured in Apple 3G advertisement in France</li></ul>Premiumisation<br />
  70. 70. <ul><li>Forbes 4th Best Branded Mobile Application
  71. 71. 220,000 above downloads and counting
  72. 72. Free for iPhone, iPod, iPad, Blackberry </li></ul>Pet Care<br />
  73. 73. Source: Techcrunch., 2009, Virgin America 2011<br />
  74. 74. Brands create Evangelists through earned media by acting like human beings<br />B.L.Ochman<br />
  75. 75. “Company culture has to change to allow Social CRM to happen.”<br />Greenberg 2010<br />
  76. 76. The Conversation Funnel<br />Service<br />Sales<br />Product<br />HR<br />Finance<br />Marketing<br />Brian Solis 2011<br />
  77. 77. SCRM Process<br />Not just Social Media<br />A complete process<br />Social Media Examiner, 2011.<br />
  78. 78. Social CRM is not just Social Media<br /> Get personal, Get connected…..Get Social<br />
  79. 79. Greenberg tells the Coke story<br />
  80. 80. Levi’s wants you to Like it!<br />
  81. 81. Thank you for listening <br />
  82. 82. References<br />ASAP Tech, 2011. Social media fascinating statistics. Available from:<br />http://www.asaptechworks.com/news/2011/1/8/social-media-fascinating-statistics.html [Accessed 20 March 2011].<br />Brian Green Consultancy, 2010.Image. Available from:<br />http://www.blog.bdgreen.it/2010/03/18/social-crm-strategy/ [Accessed 17 March 2011].<br />Carlson, L., 2010. Social CRM, FTW! How real companies are going social and winning. Software advice. Available from:<br />http://www.softwareadvice.com/articles/crm/social-crm-ftw-how-real-companies-are-going-social-and-winning-1111910/#ixzz1GyuIaaww [Accessed 17 March 2011].<br />Cone Business in social media study.2008. Social Media Examiner. Available from:<br />http://www.socialmediaexaminer.com/what-is-social-crm/ [Accessed 17 March 2011].<br />Dell, 2011. Dell’s ed4good social media initiative. Available from:<br />http://content.dell.com/us/en/corp/d/corp-comm/ed4good-home.aspx [Accessed 20 March 2011].<br />Facebook, 2011. Press room. Available from:<br />http://www.facebook.com/press/info.php?statistics [Accessed 20 March 2011].<br />Garcia, I., 2011. Social media integration theory model. Social Media Today. Availablefrom:<br />http://socialmediatoday.com/isra-garcia/278936/social-media-integration-theory-model?ref=headline_rotator [Accessed 20 March 2011].<br />Gloria, T., 2009. How not to use Twitter: HabitatUK a case study. Social Media Today. Available from:<br />http://socialmediatoday.com/SMC/103334 [Accessed 20 March 2011].<br />
  83. 83. Greenberg, P., 2009. Social CRM comes of age by Paul Greenberg. Oracle. Available from: <br />http://www.oracle.com/us/products/applications/siebel/036062.pdf [Accessed 18 March 2011].<br />Greenberg, P., 2010. Sugarcon Day 2, Re-cap of Paul Greenberg’s keynote on social CRM. Available from:<br />http://www.jmorganmarketing.com/sugarcon-day-2-re-cap-of-paul-greenbergs-keynote-on-social-crm/ [Accessed 21 March 2011].<br /> <br />Hibbard, C. 2010. How social media saved Lake Arrowhead when city ad budgets ran dry. Available from:<br />http://www.socialmediaexaminer.com/how-social-media-saved-lake-arrowhead-when-city-ad-budgets-ran-dry/#more-3268 [Accessed 20 March 2011].<br />Hill, J., 2008. YouTube surpasses Yahoo as world’s #2 search engine. TG Daily. Available from:<br />http://www.tgdaily.com/trendwatch-features/39777-youtube-surpasses-yahoo-as-world%E2%80%99s-2-search-engine [Accessed 20 March 2011].<br />Morgan, J. 2010. What is Social CRM? Social Media Examiner. Available from:<br />http://www.socialmediaexaminer.com/what-is-social-crm/ [Accessed 20 March 2011].<br />Morgan, J., 2010. The evolution of the social CRM process. Available from:<br />http://www.jmorganmarketing.com/evolution-social-crm-process/ [Accessed 17 March 2011].<br />Morgan, J., 2011. Now this is how you use a corporate blog! Chrysler does it right after Twitter F-bomb. Available from: <br />http://socialmediatoday.com/joshmorgan/277430/now-how-you-use-corporate-blog-chrysler-does-it-right-after-twitter-f-bomb?ref=node_related_posts [Accessed 18 March 2011].<br />Nestle, 2011. Free mobile Apps place brands in more hands. Available from: <br />http://www.nestle.com/Media/NewsAndFeatures/Pages/Nestles-free-mobile-apps-place-brands-in-more-hands.aspx [Accessed 19 March 2011].<br />
  84. 84. Ochman, B.L., 2011. Social CRM – Thank you Ben & Jerry’s: a brand that’s social, for real, (and MediaTemple, for trying). Available from:<br />http://www.whatsnextblog.com/2010/12/social_crm_-_thank_you_ben_jerrys_a_brand_thats_social_for_real_and_mediate_1/ [Accessed 19 March 2011].<br />Solis, B., 2009. Real-time conversations hasten social CRM. Tech Crunch. Available from:<br />http://techcrunch.com/2009/07/11/real-time-conversations-hasten-social-crm/ [Accessed 20 March 2011].<br />Solis, B., 2010.The business guide to Facebook part 2: From e-commerce to f-commerce. Available from:<br />http://www.briansolis.com/2010/10/the-business-guide-to-facebook-part-2-from-e-commerce-to-f-commerce/ [Accessed 18 March 2011].<br />Twitter. 2011. About Twitter. Available from:<br />http://twitter.com/about [Accessed 19 March 2011].<br />Virgin America, 2011. Available from:<br />http://twitter.com/virginamerica [Accessed 20 March 2011].<br />Youtube. 2011. Press room. Available from:<br />http://www.youtube.com/t/press_statistics [Accessed 20 March 2011].<br />Youtube, 2011. Video. Available from:<br />http://www.youtube.com/watch?v=Ed5vJeaEuzA&feature=player_embedded [Accessed 19 March 2011].<br />YouTube, 2011. Video. Available from:<br />http://www.youtube.com/watch?v=VSkT5XykJzo&feature=player_embedded [Accessed 17 March 2011].<br />

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