The Rise of Social CRM

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Overview of Social CRM, presented at Social CRM New York on 3rd November 2011.

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The Rise of Social CRM

  1. 1. The Rise of Social CRM What it Means for Your Business Richard Hughes rhughes@broadvision.com @_richardhughes
  2. 2. What is Social CRM? “Social CRM is a philosophy and 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 and transparent business environment.” It is the company's programmatic response to the customer's control of the conversation.” Paul Greenberg
  3. 3. What’s wrong with this picture? “In MarketingSherpa’s recent social marketing benchmark survey, 38 percent of marketers responded that they have not yet begun planning a social CRM initiative” Exploding 3 Social CRM Myths that Paralyze Business Leaders October 2011
  4. 4. Who owns “Social”?
  5. 5. Who owns the phone?
  6. 6. “Customer service is not a department, it's a company culture”
  7. 7. “Customer service is not a department, it's a company culture” “We’re all marketers now”
  8. 8. “Customer service is not a department, it's a company culture” “We’re all marketers now” “We’re all salesmen”
  9. 9. Talking Discussing Hearing Listening Public Social Non-synonyms
  10. 10. Elvis Costello’s Guide To British English Oliver’s Army is here to stay Oliver’s Army are on their way
  11. 11. “I have the belief that the long term strategies do not reside in these branded accounts, but rather with the employees themselves” Frank Eliason
  12. 12. The Good
  13. 13. “It's one thing to read about your company, but when a customer can associate it with an actual person, it creates a deeper, more meaningful connection to the brand” Tony Hsieh
  14. 14. The Good
  15. 15. The Bad
  16. 16. “A lot of times, people don't know what they want until you show it to them” Steve Jobs
  17. 17. The Ugly
  18. 18. “Qwikster became the symbol of Netflix not listening” Reed Hastings
  19. 19. Engage the customer
  20. 20. Engage the customer Social Media
  21. 21. Engage the customer “Enterprise 2.0” Social Media
  22. 22. Engage the customer Customer communities “Enterprise 2.0” Social Media
  23. 23. Mixed Metaphors
  24. 24. Gartner: Top Use Cases for Social CRM Marketing • Idea management • New product market research • New product launch • Social campaigns • Social Event Networking • Public relations • Brand/reputation promotion and defence Customer service • Peer-to-peer support • Service customer feedback • Service listen and respond • Service process analysis Sales • Social sales prospecting and research • Social sales collaboration
  25. 25. The company’s response to the customer’s ownership of the conversation Social Media Monitoring Peer-to-peer support Enterprise 2.0 Social sales collaboration Customer communities Idea management Social CRM is… all of the above
  26. 26. The company’s response to the customer’s ownership of the conversation Social Media Monitoring Peer-to-peer support Enterprise 2.0 Social sales collaboration Customer communities Idea management a philosophy and a business strategy
  27. 27. Thank you www.clearvale.com enterprisinglysocial.com rhughes@broadvision.com @_richardhughes

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