This document discusses how to transition a social media pilot program into a more mature social customer relationship management (CRM) strategy. It recommends starting with blogging and community building to establish trust before integrating social media more fully into customer-centric processes. The key is putting the customer at the center and removing silos across customer-facing teams. Social CRM requires proactive collaboration, using data to drive business goals through omnichannel engagement and identifying circles of trust. Going global requires clear communication, a staged approach, and focusing on customer value. Maturity grows from ad hoc use to a managed program with defined roles, budget, and executive sponsorship.

1. From social media pilot
to social CRM (Business)
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2. SOCIAL MEDIA WHY AND HOW

3.  Initially launched as blog and community.
 Trusted advisorship and practice leadership.
 Brains, voices, ears and faces.
 Staged approach.
 Customer-centricity & integration.
 Maturity level.
 Center of excellence.
SOCIAL MEDIA WHY AND HOW

4. JUST ABOUT SERVICE
JUST ABOUT SOCIAL
ABOUT THE TOOLS MASSIVE DATA
SOCIAL CRM IS NOT ....
A DEFENSITVE REPUTATION ATTITUDE
ONLY MONITORING AND LISTENING
JUST ABOUT RELATIONSHIPS
SOCIAL MEDIA WHY AND HOW

5. “It's a people business. Who manages the
relationship? Voice of customer. Bring them into
the relationship. Let them co-manage.
Don't over automate...”

6. Social CRM?
Putting the customer in the center.
Service becoming marketing becoming
relationships becoming...
Removing silos in customer-facing & other
processes.
Emphasizing the value chain.
About engagement & identification leading to
action.

7. Social CRM?
About mutual segmentation.
Pro-active involvement and collaboration.
About business goals and the right data
Beyond social: omnichannel and profile-based.
Creating and joining circles of trust in a
transparent way.

8. Integrated program

9. Going global: some lessons
Making the case.
Empowering above forcing.
Empathy: different divisions/cultures/…
Staged approach with clear roadmap.
Communication above interpretation.
Personalities.
Engaging and training.

10. Going global: some lessons
Planning for mistakes and the unexpected.
Everyone is a customer.
Leadership and buy-in.
Different degrees of maturity.
Focus on big picture and customer value chain.
Preparing for pressure.
A social champion is not enough. It really spells t-e-a-m.

11. Pilots • Strategic executive focus
Formal plan Optimized •
•
Multi-channel initiatives
Social center of excellence
• Guided by BI
Engagement • Active executive sponsorship
Managed •
•
Daily management
Educated staff /defined roles
Presences • Requirements driven
• Dedicated budget, goals
Content MATURITY Structured •
•
Management responsibility
Formal plan/projects
• Formal roles
Broad participation
• Executive awareness
Listening Engaged •
•
Some mgmt. engagement
Pilots with +/- defined goals
• Volunteers & part-time
Dialogues • Experiments
Scale
Ad hoc •
•
Not managed
No budget
• No structure, vague goals
Business Based upon the social business maturity model (Dachis)

12. The Let’s Talk program: planning
and rolling it out
Collaborative
culture
Language
Company culture

13. The Let’s Talk program: planning
and rolling it out
Multi-
Executive Excellence
disciplinary Closing the
buy-in (top- (bottom-
teams loop
down) up)
(lateral)

15. The Let’s Talk program: planning
and rolling it out
Launch pilot on simplified objectives
Involve key stakeholders.
Practicing instead of preaching.
The collective senses of our people.
Everyone creates content: mapping it.
Pilots work.

16. The Let’s Talk program: planning
and rolling it out
Quality over Quality over
Set
quantity: it’s quantity: don’t
Glocal expectations
not about go to fast, walk
right
eyeballs before you run

17. @conversionation
The road ahead
Greg De Clercq
gregoire.declercq@bt.com
Follow @btletstalk
THANK YOU.
ANY QUESTIONS?
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