Social Crm Scrm


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The Convergence of Social Media and CRM

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  • Social Crm Scrm

    1. 1. The Convergence of Social Media and CRM January 26 th , 2010
    2. 2. Introduction <ul><li>Richard Bolton </li></ul><ul><li>President and Senior Consultant for Centricity360 Software Consulting. </li></ul><ul><li>15 years experience in selling, marketing, consulting and implementing a very broad range of software and hardware solutions. </li></ul><ul><li>Microsoft Software Advisor – Microsoft Dynamics CRM. </li></ul><ul><li>Specialize and Strategize on: </li></ul><ul><ul><li>Customer Relationship Management – Sales, Marketing and Customer Support. </li></ul></ul><ul><ul><li>Social Media – Consulting, Monitoring, Strategies, and Software Application Implementation. </li></ul></ul><ul><li>Chair – Marketing and Communication Committee - Milton Chamber of Commerce. Recipient of the Volunteer of the Year 2008. </li></ul>
    3. 3. Agenda <ul><li>The New Economy – Social Media Impact </li></ul><ul><li>Traditional CRM </li></ul><ul><li>The Social Media Revolution </li></ul><ul><li>Social CRM </li></ul><ul><li>SCRM - Concept, Approach, Benefits. </li></ul><ul><li>SCRM Technologies 2010 </li></ul><ul><li>Q&A </li></ul>
    4. 4. The New Economy The Impact of Social Media <ul><li>Social media is helping to forge a new era in business transparency and engagement, creating both new challenges and opportunities. </li></ul><ul><li>Today’s customers expect an honest and direct relationship with the companies with which they do business. </li></ul><ul><li>Companies are asked to be increasingly transparent and personal, revealing their human side. </li></ul><ul><li>Web 2.0 – 4 C’s – Content, Conversation, Collaboration, Community. </li></ul>
    5. 5. The New Economy The Shift <ul><li>The Old Game </li></ul><ul><li>Trying to Sell </li></ul><ul><li>Large Campaigns </li></ul><ul><li>Controlling our Image </li></ul><ul><li>Hard to Reach </li></ul><ul><li>Social Economy </li></ul><ul><li>Making Connections </li></ul><ul><li>Small Acts </li></ul><ul><li>Being Ourselves </li></ul><ul><li>Available Everywhere </li></ul>
    6. 6. Traditional Customer Relationship Management <ul><li>One to One Selling. </li></ul><ul><ul><li>Company to Customer. </li></ul></ul><ul><li>Improved Operational Effectiveness – Internal Focus. </li></ul><ul><ul><li>Features and Benefits. </li></ul></ul><ul><ul><li>Process Centric – Automation. </li></ul></ul><ul><ul><li>Workflows. </li></ul></ul><ul><ul><li>Reporting. </li></ul></ul><ul><li>Improved Interdepartmental Collaboration </li></ul><ul><ul><li>Sales, Marketing and Service working as a cohesive unit. </li></ul></ul><ul><li>Data Driven - Easier access to information. </li></ul><ul><ul><li>Data Centric – All customer data in one Location </li></ul></ul><ul><li>Grew out the need to store, track, and report on critical information about customers and prospects. </li></ul><ul><li>More about the internal operations of a company. </li></ul>
    7. 7. Social Media Revolution Transitioning CRM Focus <ul><li>Content-Driven . </li></ul><ul><ul><li>Relevant, compelling content. </li></ul></ul><ul><ul><li>Developing a blog post, podcast, YouTube video, or Webinar, creating attractive content is a key pillar of Social CRM strategy. </li></ul></ul><ul><li>Conversation-Centric . </li></ul><ul><ul><li>Conversations generate value. </li></ul></ul><ul><li>People/Community-Focused . </li></ul><ul><ul><li>Social CRM is all about people and community. </li></ul></ul><ul><ul><li>Customers contributing to product innovation </li></ul></ul>
    8. 8. Social CRM Definition <ul><li>“ CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & 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 the conversation.” </li></ul><ul><li>By  Paul Greenberg, President, The 56 Group </li></ul>
    9. 9. <ul><li>Social CRM is a company wide philosophy and a business strategy of engaging customers through Social Media for communicating trust and brand loyalty. </li></ul>Social CRM Definition
    10. 10. Social Media Big Picture
    11. 11. Social CRM Concept - Benefits - Approach <ul><li>What is it? </li></ul><ul><li>Web 2.0 is expanded the R in CRM: </li></ul><ul><li>C R M </li></ul><ul><li>R elationship </li></ul>
    12. 12. Social CRM - The Concept <ul><li>Social CRM is a new organizational philosophy for governing our businesses in the new social economy. </li></ul><ul><li>It’s a customer strategy by which sales, marketing and service departments use social media to engage and support the customer. Externally. </li></ul><ul><li>How we share, interpret and act on those conversations in the best interest of customer. Internally. </li></ul><ul><li>Interaction with the CRM software system. </li></ul>
    13. 13. Social CRM
    14. 14. Social CRM - SCRM <ul><li>The 3 Pillars of Social CRM: </li></ul><ul><li>Social Media </li></ul><ul><ul><li>Customers on the Social Web. </li></ul></ul><ul><ul><li>Content, Conversation, Collaboration, Community. </li></ul></ul><ul><li>Customer Relationship Management </li></ul><ul><ul><li>How Sales, Marketing and Service use Social Media both external and internal to the company. </li></ul></ul><ul><li>Transactional CRM </li></ul><ul><ul><li>Conversion process where we are converting nurtured conversations to transaction business . </li></ul></ul>
    15. 15. Social CRM
    16. 16. Integrating Social CRM in Business The Approach <ul><li>Create a Customer based Social Media Marketing Strategy. </li></ul><ul><ul><li>Don’t lead with tools and expect your audience to show up. </li></ul></ul><ul><li>P.O.S.T. </li></ul><ul><ul><li>People, Objectives, Strategy, Technology </li></ul></ul><ul><ul><li>Groundswell - Josh Bernoff and Charlene Li </li></ul></ul><ul><li>Set Company Social Media Policy . </li></ul><ul><li>Marketing should lead Social Media Strategy. </li></ul><ul><li>Monitor, Monitor, Monitor . </li></ul>
    17. 17. Benefits of Social CRM Organizational Shift <ul><li>Marketing Teams </li></ul><ul><ul><li>Meeting prospect at the point of need, earlier in the buying process. </li></ul></ul><ul><ul><li>Real Time listening and monitoring of conversations. </li></ul></ul><ul><ul><li>Gain faster and greater insight into the effectiveness of their marketing and communication efforts. </li></ul></ul><ul><ul><li>Helps define and refine their message. </li></ul></ul><ul><li>Sales Teams. </li></ul><ul><ul><li>More relevant information on customers and prospects. </li></ul></ul><ul><ul><li>Integrated view of customer online conversations, analytics (SEO, Website) and existing CRM history. </li></ul></ul>
    18. 18. Benefits of Social CRM Organizational Shift <ul><li>Service Teams. </li></ul><ul><ul><li>Empowered to provide memorable service. </li></ul></ul><ul><ul><li>Responding to the customer on the customers terms using the customers medium. </li></ul></ul><ul><ul><li>Integrated view of the interaction, engagement and conversation history. </li></ul></ul><ul><li>Product Development </li></ul><ul><ul><li>Collaborate with the customer through the development phase. </li></ul></ul><ul><ul><li>Build advocacy and positive word of mouth. </li></ul></ul><ul><ul><li>Via forums, communities, contests and polls. </li></ul></ul>
    19. 19. Social CRM - Benefits What to expect <ul><li>Raise Marketing ROI thanks to better targeting, better product solution, customer experience and word-of-mouth. </li></ul><ul><li>Improve marketing effectiveness. </li></ul><ul><li>Identify new business opportunities and improve cross/up-sell abilities through increasing contact with existing and potential customers. </li></ul><ul><li>Increase R&D capabilities and stimulate innovation. </li></ul><ul><li>Increase customer loyalty – Improve brand reputation. </li></ul><ul><li>Decrease customer service costs through self-helping communities. </li></ul>
    20. 20. SCRM Products to Watch in 2010 <ul><li>Traditional CRM Vendors offering Social Integration </li></ul><ul><li>Microsoft Dynamics CRM – “Social Media Accelerator”. </li></ul><ul><li> – “Chatter” and “Cloud Connectors” </li></ul><ul><li>Sugar CRM – “Cloud Connectors” </li></ul><ul><li>Act! – “Social Media Integration” </li></ul><ul><li>Community Platforms Offering Social CRM </li></ul><ul><li>Lithium Technologies – “Social CRM Suite” </li></ul><ul><ul><li>Community Applications, Reputation Engine, Actionable Analytics, CRM Connectivity, and Social Web Connectivity. </li></ul></ul><ul><li>Brand Monitoring Offering Social CRM </li></ul><ul><li>Radian 6 – “Webtrends” and “SalesForce” </li></ul>
    21. 21. Microsoft Dynamics CRM Social Networking Accelerator
    22. 22. Social CRM Conclusions <ul><li>Social CRM does not replace traditional CRM. </li></ul><ul><ul><li>It extends the traditional CRM capabilities to engage conversations with customers and the market. </li></ul></ul><ul><li>Social CRM humanizes the company. </li></ul><ul><ul><li>The customers see it as a trusted peer. </li></ul></ul><ul><ul><li>Customers trust people like themselves. </li></ul></ul><ul><li>Social CRM puts the customer at the core of the companies strategy. </li></ul><ul><ul><li>Affects the entire organizational structure and culture. </li></ul></ul><ul><ul><li>A new organizational mindset. </li></ul></ul><ul><li>Social CRM introduces new value drivers thanks to customers engaged with the brand. </li></ul><ul><ul><li>Innovation through customers engaged with products. </li></ul></ul>
    23. 23. Q & A Discussion: Social Media Marketing Strategy 2010
    24. 24. Thank you!