IBM Social Business & SugarCRM

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This presentation was delivered to an audience of CMO, discussing IBM perspective on Social Media, the relevance of new communication channels, and customers priorities

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IBM Social Business & SugarCRM

  1. 1. Social BusinessThe IBM Perspective, and the Alliance with SugarCRM Luca Destefanis Director Marketing, Channel & Mid Market, IBM Italy Segrate, October 6 2011 ©2011 SugarCRM Inc. All rights reserved.
  2. 2. LUCA DESTEFANISDirector Marketing, Channel & Mid MarketIBM Italy
  3. 3. Complete new communication channels arise at unprecedented speed, anduser driven content is exploding forcing us to reconsider how to stand out withyour message800Mn 300Mn 120Mn FACEBOOK TWITTER LINKEDIN• 800 millions registered users • 300 millions registered users • > 120 millions registered users• > 50% active once a day • > 200 countries • 2 new registered users• Average # friends: 130 • > 150 million post every day • 2 billions profile search in 2010• Average # groups: 80• >2 billion post every day• > 250 million pictures every day
  4. 4. Buying behavior changes enlarges the must for marketing transformation 75% 88% 75% of people dont of CEOs picked of marketers say believe that “getting closer they must companies tell to the customer” as transform their the truth in their top priority function by 2011 advertisements
  5. 5. 12/9/2011 ©2011 SugarCRM Inc. All rights reserved. 5
  6. 6. Perception Gap 1: When consumers interact with brands they expecttangible value in return for their attention, time and personal dataConsumers’ Ranking: The ways they interact Businesses’ Ranking: Why they think with companies via social sites consumers interact them via social sites (61%) Discount Learn about New Products (73%) (55%) Purchase General Information (71%) (53%) Reviews and Product Rankings Submit Opinion on Current Products/Services (69%) (53%) General Information Exclusive Information (68%) (52%) Exclusive Information Reviews and Product Rankings (67%) (51%) Learn about New Products Feel Connected (64%)(49%) Submit Opinion on Current Products/Services Customer Service (63%) (37%) Customer Service Submit Ideas for New Products/Services (63%) (34%) Event Participation Be Part of a Community (61%) (33%) Feel Connected Event Participation (61%) (30%) Submit Ideas for New Products/Services Purchase (60%) (22%) Be Part of a Community Discount (60%)Source: IBM Institute for Business Value Analysis, CRM 2011; sample size Consumer N=1056; Business Learn N=333, General Info N=336, Submit Opinion N=334, Exclusive Info N=333, Reviews/Rankings N=333, Feel Connected N=331, Customer Service N=331, Submit Ideas N=332, Community N=329, Event N=332, Purchase N=334, Discounts N=331 IBM CRM Study – From Social Media to Social CRM – What Customers Want
  7. 7. Perception Gap 2: Businesses are three times more likely thanconsumers to think consumers interact to feel part of community Consumers’ Ranking: The reasons they Businesses’ Ranking: Why they think interact with companies via social sites consumers follow them via social sites (61%) Discount Learn about New Products (73%) (55%) Purchase General Information (71%) (53%) Reviews and Product Rankings Submit Opinion on Current Products/Services (69%) (53%) General Information Exclusive Information (68%) (52%) Exclusive Information Reviews and Product Rankings (67%) (51%) Learn about New Products Feel Connected (64%)(49%) Submit Opinion on Current Products/Services Customer Service (63%) (37%) Customer Service Submit Ideas for New Products/Services (63%) (34%) Event Participation Be Part of a Community (61%) (33%) Feel Connected Event Participation (61%) (30%) Submit Ideas for New Products/Services Purchase (60%) (22%) Be Part of a Community Discount (60%)Source: IBM Institute for Business Value Analysis, CRM 2011; sample size Consumer N=1056; Business: Learn N=333, General Info N=336, Submit Opinion N=334, Exclusive Info N=333, Reviews/Rankings N=333, Feel Connected N=331, Customer Service N=331, Submit Ideas N=332, Community N=329, Event N=332, Purchase N=334, Discounts N=331 IBM CRM Study – From Social Media to Social CRM – What Customers Want
  8. 8. Perception Gap 3 – While businesses feel that customer advocacy can be driven through social media, consumers aren’t so quick to agree their loyalty will be enhanced through social channels Agree or Disagree ? I feel more loyal toward brands/companies when I interact with them via social media or social networking Consumers aredivided on how much influence their social 38% 33% 28% Agree Disagree media interactions Neutral with a company will have on their loyalty to that business. Source: IBM Institute for Business Value Analysis, CRM 2010, Sample size N= 981, Numbers do not total to 100%, because of rounding
  9. 9. “We don’t have a choice onwhether we DO social media, the question is how well we DO it.” 12/9/2011 ©2011 SugarCRM Inc. All rights reserved. 9
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  11. 11. 12/9/2011 ©2011 SugarCRM Inc. All rights reserved. 12

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