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Implementing Social CRM in a B2B Environment

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Emmanuel Drouynot (Broadvision) offers an interesting view on Social CRM for B2B. Presented at Our Social Times' Social CRM 2011 Paris conference.

Gartner says that 90% of spending on social CRM is for B2C use, but that spending on B2B sCRM will account for 30% by 2015. As a result, most Social CRM solutions focus on B2C, leaving B2B organisations wondering how to get started. This presentation examines how B2B Social CRM differs from B2C, sets out how to address these differences, and offers guidance for B2C organisations with more complex customer relationships.

Published in: Business
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Implementing Social CRM in a B2B Environment

  1. 1. Social CRM et B2B Emmanuel Drouynot Business Development, BroadVision @manudEmmanuel.Drouynot@BroadVision.com
  2. 2. Sélection ClientsFondé en 1993Pionnier de l’eBusinessSiège : Redwood City, CaliforniePrésent dans 20+ pays / régions
  3. 3. Clearvale est un Réseau Sociald’Enterprise complet, basé sur lestechnologies Web 2.0.Communiquer, partager et collaborer,facilement et de manière sécurisé,entre collaborateurs, partenaires,clients et le grand public ;Une socialisation au sein et au-delà devotre organisation
  4. 4. « Dans le Social CRM, plus de 90% des dépenses sont liées à l’usage grand public, mais lesinvestissements associés à l’usage B2B s’accroissent plus rapidement et représenteront 30% des dépenses totales liées au social CRM en 2015 » Gartner, Juillet 2011
  5. 5. B2C B2B
  6. 6. Social CRM important au B2B ? Marketing Service Client Ventes• Gestion des idées • Support collaboratif • Recherche et• Etude de marché • Feedback Service prospection Produit Client commerciales sociales• Lancement produit • Service d’écoute et • Collaboration• Campagnes sociales réponse commerciale sociale• Networking • Analyse des Evènement social processus de service• Relations Publiques client• Promotion et défense marque et réputation Gartner: Top Use Cases for Social CRM, Décembre 2010
  7. 7. Social CRM important au B2B ? Marketing Service Client Ventes• Gestion des idées ✔ • Support collaboratif ✔ • Recherche et• Etude de marché • Feedback Service ✔ prospection ✔ Produit ✔ Client commerciales sociales• Lancement produit ✔ • Service d’écoute et ✔ • Collaboration ✔• Campagnes sociales ✔ réponse commerciale sociale• Networking ✔ • Analyse des ✔ Evènement social processus de service• Relations Publiques ✔ client• Promotion et défense marque et ✔ réputation Gartner: Top Use Cases for Social CRM, Décembre 2010
  8. 8. Les spécificités du B2B ?• Axé sur les relations• Audience cible plus petite• Coût produit plus élevé• Cycle produit plus long• Coût des ventes plus élevé• Moins émotionnel
  9. 9. Les spécificités du B2B ?• Axé sur les relations• Audience cible plus petite• Coût produit plus élevé• Cycle produit plus long• Coût des ventes plus élevé• Moins émotionnel
  10. 10. “Il s’agit de la réponse de l’entreprise à la prise de pouvoir du consommateur sur la conversation.”Paul Greenberg Juillet 2009
  11. 11. Ca ne m’intéresse pas de m’inscrire à un réseau social, encore moins de fournir ma date de naissance ou d’autres données personnelles
  12. 12. Est-ce que j’ai raté quelque chose ? Pourquoi ne passimplement utiliser une page Facebook ?
  13. 13. C’est compliqué
  14. 14. Social CRM et B2C
  15. 15. Social CRM et B2B
  16. 16. Est-ce que j’ai raté quelque chose ? Pourquoi ne passimplement utiliser une page Facebook ?
  17. 17. Social CRM et B2B
  18. 18. En résumé• Social CRM est aussi crucial au B2B qu’il ne l’est au B2C• Les relations sont plus compliquées – Les réseaux sociaux grand-public ont dû mal à refléter celles-ci• N’attendez pas que vos clients “s’approprient la conversation”

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