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Social CRM - Presented by Brent Leary


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SCORE Atlanta Sales & Marketing Conference presentation to small business owners. SCORE provides free counseling to people who want to start or grow their business.

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Social CRM - Presented by Brent Leary

  1. 1. Brent Leary, CRM Essentials LLC Social CRM: Not Your Father’s Customer Relationship Management
  2. 2. What Is Customer Relationship Management? <ul><li>CRM is your approach and attitude for finding , captivating and keeping good customers… AND its strategy for being found by them . </li></ul>
  3. 3. Sales & Marketing Challenges <ul><li>The Problem </li></ul><ul><li>Avg. Business has 7% awareness </li></ul><ul><li>90%+ of market not ready to buy </li></ul><ul><li>Awareness = 6-7 touches per yr </li></ul><ul><li>80% of new sales take 8-15 contacts to gain interest </li></ul><ul><li>Avg. salesperson abandons after 1-2 calls </li></ul><ul><li>50% of all leads buy – in 6-18 months </li></ul><ul><li>Result </li></ul><ul><ul><li>Huge numbers of missed opportunities </li></ul></ul><ul><ul><li>* Source: Cargill Consulting Group, Inc., Griffin Consulting Group, Sales & Marketing Mgmt Magazine, Harvard Business Review, Dartnell Institute </li></ul></ul>
  4. 4. “ Social” challenges <ul><li>Finding time to turn good customers into advocates </li></ul><ul><li>Finding enough good customers </li></ul><ul><li>Creating opportunities for meaningful exchanges </li></ul><ul><li>Creating opportunities for prospects to find us </li></ul><ul><li>Need to automate time consuming tasks keeping you from creating advocates: </li></ul><ul><ul><li>Creating attractive content appealing to good prospects </li></ul></ul><ul><ul><li>Responding to Leads Quickly, Correctly and Effectively </li></ul></ul><ul><ul><li>Closing more good deals efficiently </li></ul></ul>
  5. 5. “ Social” challenges… to The Customer <ul><li>Finding time to turn searches into answers/solutions </li></ul><ul><li>Finding enough trusted information </li></ul><ul><li>Finding trusted vendors </li></ul><ul><li>Finding vendors who value them </li></ul><ul><li>Creating opportunities for meaningful exchanges </li></ul><ul><li>Need to automate time consuming tasks keeping you from creating advocates: </li></ul>
  6. 6. <ul><li>Each customer wants a personalized experience … </li></ul><ul><li>They couldn’t care less if they are high value or low value customers </li></ul><ul><li>… But they want to be VALUED </li></ul><ul><li>Want tools to manage their own experience </li></ul>
  7. 7. Expectations of the Social Customer <ul><li>93% of Americans believe a company should have a presence in social media </li></ul><ul><li>85% believe a company should not only be present but also interact with its consumers via social media </li></ul><ul><li>56% of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. </li></ul>2008 Cone Business in Social Media Study
  8. 8. The Numbers <ul><li>comScore MediaMetrix (August 2008) </li></ul><ul><ul><li>Blogs: 77.7 million unique visitors in the US </li></ul></ul><ul><ul><li>Facebook: 41.0 million | MySpace 75.1 million </li></ul></ul><ul><ul><li>Total internet audience 188.9 million </li></ul></ul><ul><li>eMarketer (May 2008) </li></ul><ul><ul><li>94.1 million US blog readers in 2007 ( 50% of Internet users) </li></ul></ul><ul><ul><li>22.6 million US bloggers in 2007 (12%) </li></ul></ul><ul><li>Universal McCann (March 2008) </li></ul><ul><ul><li>184 million WW have started a blog | 26.4 US </li></ul></ul><ul><ul><li>346 million WW read blogs | 60.3 US </li></ul></ul><ul><ul><li>77% of active Internet users read blogs </li></ul></ul>2008 State of the Blogosphere
  9. 9. Source: Brian Solis The Social Customer - Tools
  10. 10. <ul><li>“ People like doing business with people they like … </li></ul>Social CRM Basics … and love doing business with people they trust!”
  11. 11. <ul><li>How do you get people to like you when: </li></ul>Social CRM Challenge <ul><li>They don’t know you exist </li></ul><ul><li>They don’t live near you </li></ul><ul><li>You don’t have a big marketing budget </li></ul>
  12. 12. Social CRM Example
  13. 13. Social CRM: Barack 2.0 – An Example
  14. 14. This… is the Social Customer
  15. 15. <ul><li>Converting content into conversations </li></ul><ul><li>Extending conversations into collaborative experiences </li></ul><ul><li>Transforming experiences into meaningful relationships </li></ul>Enter Social CRM Automating the Conversation Process
  16. 16. Social CRM: New Dimension to Traditional Focus Build quality business relationships Analyze the effectiveness of relationship-building activities (blogging, twittering, email marketing, etc.), and Create audacious content that grabs the attention of those you want to engage in conversations <ul><li>Adds... </li></ul><ul><li>Playing easy to get </li></ul><ul><li>Dale Carnegie 2.0 </li></ul><ul><li>The Three As </li></ul><ul><ul><li>A utomation </li></ul></ul><ul><ul><li>A nalysis </li></ul></ul><ul><ul><li>A udacity </li></ul></ul>
  17. 17. Automating Content Creation & Distribution
  18. 18. Automating Content Creation/Distribution <ul><li>Don’t Forget.... </li></ul><ul><li>User-generated Content </li></ul><ul><li>Co-creation </li></ul><ul><li>Going beyond traditional content </li></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>Video </li></ul></ul>
  19. 19. Analysis: The New Metric System 2008
  20. 20. Measuring Random Acts of Web Socialism <ul><li>• Brand driven sessions </li></ul><ul><ul><li>Either originating directly or from “branded” search terms </li></ul></ul><ul><ul><li>• “ brent leary” , “crm blog” , “social crm” , etc . </li></ul></ul><ul><ul><li>• anyone coming directly or searching for my name is already fairly engaged </li></ul></ul><ul><li>Measured events </li></ul><ul><ul><li>Pre-determined non-commerce events </li></ul></ul><ul><ul><li>• Email me , comment on my blog , download a PDF , Digg me , StumbleUpon me , Mixx me , etc . </li></ul></ul>
  21. 21. Feedburner
  22. 22. Tweetburner
  23. 23. The Audacity of CRM
  24. 25. Benefits of Social Media on Customer Relationship Management Avanade – June 2008
  25. 26. Pyramid of Customer Loyalty
  26. 27. Thank You! <ul><li>Brent Leary </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Blog </li></ul><ul><ul><li>WWW.BRENTLEARY.COM </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li> </li></ul></ul>For More Show Info: