CRM Idol Community Manager coaches SCRM & CRM contestants and vendors to craft more compelling narratives and give kick ass demos.

1. Telling Compelling
Social Business Stories
Kelly Craft for #CRMIdol

2. • More Practitioner than Preacher, but
can sing with the choir
• Lateral, tech-savvy hybrid spanning
strategy, design, implementation &
analytics
• 10+ years with multi-national
vendor for Enterprise Collaboration
platform
• Professional Services Delivery &
Management, R&D, VAR Channel
Training & Tier 3 Support, Product
Management
• Creative story engineer
Who I am
#CRMIdol 2012 (@krcraft)

3. SCRM Vendors need to redesign demo
presentations & sales messaging, as well as prof
serv delivery to move beyond the novelty of
‘social’ and set about iterating and improving the
processes that organizations are already using.
Stories need a narrative flow that makes the
functions fit clear, and the feature values obvious.
A design that demonstrates the impact pervasive
communications have on companies, which
knowledge can then be applied in providing
optimal, relatable value for external and internal
audiences both.
redesign
#CRMIdol 2012 (@krcraft)

4. THE MISSING
LINK
#CRMIdol 2012 (@krcraft)

5.  Educate & Coach vendors to craft more
compelling end-to-end stories
 With supporting delivery methodologies
and frameworks for VARs and Professional
Services to deliver what the story
promised
My Mission
#CRMIdol 2012 (@krcraft)

6. The Challenge
#CRMIdol 2012 (@krcraft)

7. The Story Shift
#CRMIdol 2012 (@krcraft)

8. Demonstrate Cause to Correlation
Use-Case AND Event-Based Stories
#CRMIdol 2012 (@krcraft)

9. ALL businesses share one commonality: Large
or small, every organization has events. They
might not call them events, but that is what
they are.
 All orgs have events, whether planned or unplanned
 Events can be internal, external, or a combination of
both
 Events may include any combination of: customers,
partners, supply chain, vendors, employees, VARs,
competitors, influencers, public, media, industry
interests
 ALL events can minimally be broken down into
before, during and after phases
Events
#CRMIdol 2012 (@krcraft)

10.  Mail campaigns, product launches, sales,
conferences, webinars, even things like
relocation of an office facility or
 Service disruptions like RIM outage
 Even a tweet is an event. Especially
snarky ones.
 Events (even tweets) may have additional
(tightly or loosely) related event
relationships – Occupy Wall Street,
#CRMIdol, Product Recalls.
Social Data Event Examples
#CRMIdol 2012 (@krcraft)

11. HULA HOOPS
&
FEEDBACK
LOOPS
Repeatable Process
#CRMIdol 2012 (@krcraft)

12. ◦ Better ability to adapt and respond to alerts & signals
◦ Sensing, Data, Behavioral, Sentiment
◦ Can add and pivot by many/multiple perspectives &
measures of a single event
◦ Promotes Constant & Consistent Value Looping
◦ Monitor
◦ Feedback
◦ Assign
◦ Action
◦ Response
◦ Process
◦ Analyze
◦ Rinse and Repeat
Demo Event-Based Value
#CRMIdol 2012 (@krcraft)

13.  “Before-During-After” Event Methodology
provides a framework for better identification
and extraction of target data sets
 Easier to plan KPIs and set goals
 Unify activities across phases ->
collaboration
 Create consistent matrix structured on
event/phase/perspective themes
 Analyze data by conversation, author and
domain within each event theme/phase
 Parallel with typical marketing
before/during/after campaigns
Demo Analytics -> Impact
#CRMIdol 2012 (@krcraft)

14. Assumptions:
 The goal of the event is to increase business/sales
 Resources must be assigned to perform specific tasks in
support of the event
 New Lead records will be created as a result of the event &
new data recorded as history/activity with them
 There will be expenses related to the event
 There will be additional revenue (hopefully) as a result of
the event
 The results of the event need to be validated & analyzed
Ultimately, you want to be able to gauge the success of the
event based on cost, benefit, effort, value, and outcomes.
Example: Sales & Marketing Event
#CRMIdol 2012 (@krcraft)

15. Let’s look at a traditional Trade Show Campaign – this the
combined processes looked like as a flow before social, listening
and monitoring tools were available.
Trade Show Example
#CRMIdol 2012 (@krcraft)

16. Traditional & Pre-social Tradeshow Event
Analysis:
 “It cost us $10,000 to attend the show. We got 100
leads, which resulted in 10 deals valued at a total of
$100,000.”
Revenue – Cost = Value
(of participating in same trade show again next
year.)
 Additionally, insights on sentiment about the event itself
were limited to things like surveys and follow-up calls and
emails, most of which weren’t even recorded against the
customer records, much less compiled and analyzed.
Traditional – Results & Value
#CRMIdol 2012 (@krcraft)

17. “What would Tradeshow flow & analytics
look like if <Insert your Product/Service
name here> were used strategically to
provide better insights, improve both
sales/service deliveries, while also
building stronger communities and
relationships with your customers at
every phase of the umbrella event, and
the sessions, meetings, events within the
event?”
The New Narrative
#CRMIdol 2012 (@krcraft)

18. Shift the Story – LOOPS!
#CRMIdol 2012 (@krcraft)

19. Trickle effect:
 If a pipe burst at the venue and three session
rooms are no longer available – how do you
respond logistically?
 What does that look like on activity stream updates
internally as you move staff into place to respond
and coordinate?
 Can you broadcast updates on social channels to
advise new session locations to attendees?
 How can you help vendors relocate quickly – can
you use SMS?
 What are the masses saying in response to this
disruption?
 How can we minimize inconvenience?
Demonstrate Disruptions!
#CRMIdol 2012 (@krcraft)

20. Wouldn’t real examples
like that be kick-ass in a
demo?
Real World – Not Ideal World
#CRMIdol 2012 (@krcraft)

21. Now let’s look at this flow again and you show &
tell us a more compelling Social Business Story.
Your New Narrative
#CRMIdol 2012 (@krcraft)

22. 5 Perspectives of Customer
Service
• The Value-perspective – this
is really about transactions
• The Customer-perspective
• The Experience-perspective
• The Relationship
perspective
• The Network-perspective
Credit: Wim Rampen @wimrampen
Added Dimensions
#CRMIdol 2012 (@krcraft)

23. Added Collaboration
#CRMIdol 2012 (@krcraft)

24.  Leading up to the event, we’re targeting customers,
partners, VAR’s and user groups to swell the ranks of
attendees, but we have different messaging, deals and
offers for each.
 We want to identify concerns, remove blockages
preventing attendance, make course corrections, plus
identify both our evangelists and detractors early on
before the event.
 During the event we’re running multiple parallel
marketing and customer experience plans: drawing
attendees to our booth & sessions, listening for logistic
issues & responding quickly, monitoring industry
analyst, influencer and competitor responses,
promoting speakers, and rewarding our customer
evangelists.
Event -Phased Listening
#CRMIdol 2012 (@krcraft)

25. During (con’t)
◦ Instead of waiting until we get back to the office to scan
the biz cards into our old CRM systems, we can now
quickly learn more about their focus and how we can add
value, and tailor a quick response.
◦ We can also apply more detailed segmentation to their
customer records enabling us to assign the best
resources to make the next customer touch, review the
demographics and note different aspects of sentiment
on their records immediately, before anyone books a
follow-up sales call.
◦ Further, we can engage and invite them to targeted
areas of our community right now – while they’re asking.
◦ After, instead of the old ‘thanks for stopping by the
booth’ email blasts, we can send more personalized
responses over their preferred channel.
Lead Cycle
#CRMIdol 2012 (@krcraft)

26. 1. All orgs have events, whether planned or
unplanned
2. All events can be broken down into
before, during and after phases & analytics.
3. All Activities can & should be evaluated
on
◦ The Value-perspective
◦ The Customer-perspective
◦ The Experience-perspective
◦ The Relationship perspective
◦ The Network-perspective
Key Themes
#CRMIdol 2012 (@krcraft)

27.  How successful was each phase of the
event based on traditional marketing,
social channels, blog response, and
industry articles.
 What did we learn about Product/Service
improvements, VAR channel concerns,
content design & delivery, etc.?
 More bang for our buck. More intelligence,
better service, stronger communities
ROI Demonstrated
#CRMIdol 2012 (@krcraft)

28.  Demos can be planned with and infinite
number of events as use case examples. All
events can be demoed showing listening &
monitoring during the phases of the event
and the impact on existing business
processes. Understanding the basic principles
of customer service, you can build engineer
scenarios with compelling stories that
demonstrate mature capability models.
 I can show you how to do this & deliver the
methodology.
Value proposition
#CRMIdol 2012 (@krcraft)

29.  YOU, and subsequently your sales &
marketing departments
 Your VARs – messaging
 Professional Services – methodology
for implementing social listening &
monitoring procedures that support short
& long-term business goals & synthesizing
them into processes intelligently
 YOUR CUSTOMERS!
Who will it benefit from story?
#CRMIdol 2012 (@krcraft)