Presentation by Richard Hughes @_richardhughes Director of Product Strategy, BroadVision from the Social CRM Conference 2011 #scrm11 http://www.oursocialtimes.com/socialCRMLondon/

1. Five
reasons
why
you
need
a
company-­‐managed
social
CRM
pla9orm
Richard
Hughes
rhughes@broadvision.com
@_richardhughes

2. Selected
customers
Founded
1993
eBusiness
pioneer
HQ:
Redwood
City,
California
Global
presence

3. An
Enterprise
Social
Networking
suite
that
enables
you
to
create
online
communiNes
so
that
customers,
employees
and
partners
can
meet,
build
relaNonships,
exchange
ideas
and
learn
from
one
another.

4. Am I missing
something here?
Can’t I just use a
Facebook page?

5. “Facebook
in
par.cular
is
the
most
appalling
spying
machine
that
has
ever
been
invented”
Julian
Assange
May
2011

6. 1.
Control
the
conversaNon

7. “It's
the
company's
response
to
the
customer's
ownership
of
the
conversa.on.”
Paul
Greenberg
July
2009

8. “Organiza.ons
must
have
process
and
policy
in
place
to
deal
with
detractors
(individuals
and
groups)
rather
than
using
a
Peter
Kim
blanket
approach
based
on
the
May
2011
wisdom
of
the
crowd
–
or
lack
thereof”

9. Regain some! of!
1.
Control
the
conversaNon

10. “Keep
your
friends
close,
keep
your
enemies
closer”

11. “It’s
probably
beYer
to
have
him
inside
the
tent
pissing
out,
than
outside
the
tent
pissing
in”

17. 2.
Control
the
pla9orm

19. Spread
Bets,
Bring
Community
Closer
To
You
• With
power
diminishing,
brands
shouldn’t
place
all
their
bets
in
just
a
few
social
networks
• Start
analysis
on
building
your
own
community
off
your
corporate
website
for
customers,
advocates,
Jeremiah
Owyang
and
lifestyle
communiNes.
May
2010
• Give
customers
a
choice
to
interact
with
others
on
your
own
properNes
rather
than
relegaNng
to
Facebook
alone.

20. How
to
disable
any
Facebook
page

23. 3.
Complexity
of
relaNonships

24. It’s
complicated

25. B2C
Social
CRM

26. B2C

27. B2B
This wouldn’t ever happen!

28. B2B
Social
CRM

29. 4.
Depth
of
engagement

30. Gartner:
Top
Use
Cases
for
Social
CRM
MarkeNng
Customer
service
Sales
• Idea
management
• Peer-­‐to-­‐peer
• Social
sales
• New
product
support
prospecNng
and
market
research
• Service
customer
research
• New
product
feedback
• Social
sales
launch
• Service
listen
and
collaboraNon
• Social
campaigns
respond
• Social
Event
• Service
process
Networking
analysis
• Public
relaNons
• Brand/reputaNon
promoNon
and
defence

31. Sony
on
Facebook

33. 5.
Connect
your
social
ecosystem

34. Not
just
internal
Traditional CRM
Customer Service
Social intranet

35. Not
just
external
Social media
Customer Service

36. Spans
the
boundaries
of
the
organisaNon
Customer forums
Traditional CRM
Social media
Customer Service
Social intranet

37. Social
Ecosystems
employees

38. Social
Ecosystems
customers

39. Social
Ecosystems
partners

40. Social
Ecosystems
recruitment

42. 5
reasons
1.
Regain
some
control
of
the
conversaNon
2.
Control
the
pla9orm
3.
Complexity
of
relaNonships
4.
Depth
of
engagement
5.
Connect
your
social
ecosystem