ONE-Referat: Wer oder was ist eigentlich Social CRM?

Andreas Uthmann
Zürich, Februar 2013

Wer oder was ist eigentlich
Social CRM? Copyright 2012 by Blueconomics Business Solutions GmbH

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Wer nutzt bereits Social CRM?

Copyright 2013 by Andreas Uthmann

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Wer würde gerne Social CRM nutzen?


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Warum?


Video: Get serious about social.

Facebook isn’t how they do it
of fans mention the
.5% brand on facebook
1

of fans return to the
2% facebook brand page
2

of brand posts make it
17% to fans’ news feeds
3

of fans find brand
60% messaging annoying on FB

1: Ad Age, quoting Ehrenberg-Bass Institute study, 2012 >
2: AdWeek, quoting Networked Insights study, 2011 >
3: Mashable, quoting Facebook, 2011 >

#seriousaboutsocial

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The «Social Sales» Opportunity.

74% «Of companies seeing measurable business
benefits by using Web 2.0 technologies.»
Source: McKinsey & Company,»How social technologies are extending the organization”, November 2011.

57%
«Of US business executives anticipate
increased revenue or sales as a result of
implementing a Social Business strategy.»
Source: Penn Schoen Berland, «The Jive Social Business Index Survey.», July 2011.

80%
«Of companies plan to increase the use of
Social Media, Customer Analytics as well as
CRM in the coming years.»
Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.

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Our Social CRM Roadmap

 Intro
 Background & Definitions
 Examples 1-8
 Social Identities, Social Media Monitoring,
Network Analysis
 Examples 9-17
 Social Connections, Intelligence,
Visualization
 Bonus: Mobility & CMS
 Outro
 Implementation & Recommendations

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About Me, ch.linkedin.com/in/uthmann


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Customer Intimacy is CEO Priority #1

Source: IBM Institute for Business Value, «Capitalizing on Complexity – Insights from global CEO Study», May 2010.

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What is CRM?
Marketing Sales Services
eMarketing eCommerce eServices
Campaigns Accounts Contact Center
Promotions Partners Requests
Contacts Cases
Activities Opportunities
Leads Complaints
Pricing Orders Quotation Surveys
Products Knowledge
Configurators ContractsForecasting Installed Base
Planning Field Force
Incentives Spare Parts
Communities
Influencers Time&Travel Scheduling
Warranty

Lifecycle Analysis & Reporting Market
360d view Simulations
Value Dashboard Model
Segmentation KPI Planning Trends


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So what is Social CRM?

Sales
Collaboration Social Media

Customer
Marketing
Service


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The Evolution of Customer Relationship Mgmt.

Hierarchies Value Networks Communities

1990+ 2010+
Analytical
• Process efficiency • Effectiveness
• Strategic decisions
• Cycle times • Virtual Teamwork
• Market knowledge
• Costs • Social networks
• Performance
• Quality Monitoring • Communication
• Reporting
Transactional Collaborative
2000+


Combining the Power of 2 Worlds.

Win. Grow.
SocialSalesMap®

Customer
Social Relationship
More Customers. Management
Networks Less Work.
(CRM)


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 Intro
 Examples 1-8
Network Analysis
 Examples 9-17
Visualization
 Outro

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Copyright 2012 by Blueconomics Business Solutions GmbH

The «Information Challenge»

Win. Grow. SocialSalesMap.®

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Identify Social Contacts


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Social Connector for Outlook


Windows Phone: Social Phonebook


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Social Customer Engagement has arrived


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Integrated Newsstream

More Customers. Less Work.™

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«Social Media puts Buyers, not
Marketers in control.»
Laura Ramos, Forrester


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The Buying Process


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Accelerom: Touchpoint Analysis


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The 4C’s: Social Media Opportunities

Listen Engage
Social Media Monitoring Online Support

Content Collaboration
Social
Community Media Crowdsourcing
Social Media Marketing Co-innovation

Promote Learn

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Social Keyword Search


Brandwatch Social Media Monitoring

Netbreeze – Understanding Your Audience

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Why «Social Sales»?

Source: Aberdeen Group, «Social Selling: Best‐in‐class Targeting of the Right Message, at the Right Time, for the Right Person», 2012.


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Identify Contacts


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Mark S. Granovetter, 1973

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Source: McKinsey & Company, November 2012.

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Video: The truth about advertising.


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 Intro
 Examples 1-8
Network Analysis
 Examples 9-17
Visualization
 Outro

«People love to buy. But they hate
being sold to.»
Miller Heiman


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What REALLY is a Social Network?


People Relationships Content
 Contacts/Pic  Connections  Status Updates
 Job/Title/CV  Friends  Posts/Tweets
 Interests  Follower  Pics/Vids/Docs

Profile Social Graph Newsfeed


The «Social Sales» Cycle

Who? 2 What?

Identify Analyze

1
How?
Act
3

56 Copyright 2013 by Andreas Uthmann

Ajando: Marktentwicklung
Google Search-Volumen von 2004 bis 2012

• Der Google Insight Search-Index gilt als
Indikator zur Erkennung weltweiter Trends
„Inbound Marketing“
• Dargestellt ist die Anzahl der Google-
Suchen der Jahre 2004 bis 2012 nach den
angegebenen Keywords
„Social Media“
• Seit 2009 boomen die Themen
Inbound Marketing & Social Media

• Zugleich nahm das Interesse am
„Telemarketing“
Thema Telemarketing stetig ab

*Quelle: Google Insight, Abfrage vom 25.02.2012

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Video: What’s better than cold calling?

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Identify joint Connections


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Investment Priorities

Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.

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«A wealth of information creates a
poverty of attention.»
Herbert A. Simon, Social Scientist, Nobel Prize in Economics

Squirro for Sales Intelligence
Industry issues and goals: Stay on top of industry news

Increasing
– annual pressure on quota targets
– ramp up times and cost
– complexity and time pressure of research

Stay in the know on leads – Drive for
improved Sales Intelligence!
– Follow news about your customers
– Track their product and media mind share
– Stay on top of trends in your industry
– Improve your win rate
– Decrease your cost of sale
– Reduce time and cost of ramp up
– Improve pipeline qualification
– Increase customer facing time

Be the first to act on relevant information

Designed and produced in Switzerland Squirro – © 2012 Nektoon AG

Today: Available in CRMs and on the Web
Salesforce, SAP, SugarCRM*, MS Dynamics*, and on any Smartphone and Tablet

Live and selling Available, yet in Beta
* Under development
Designed and produced in Switzerland Squirro – © 2012 Nektoon AG

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Collaborate within CRM


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Collaborative Enterprise Network

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Podio Project Collaboration


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i2S Studie 2012: CRM Herausforderungen


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Case7. Visualize Company Networks


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Enhance Your Sales Network

Hunt
Manage Strategic
Sales Opportunities
Farm
Develop Key/Target
Accounts


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SocialSalesMatrix: Analyzing Sales Networks


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The «Social Sales» Cycle
2

Identify Analyze

1

Act
3


Thank you for your great support
and recognition.


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Pitcher: Engaging Sales Presentations

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 Intro
 Examples 1-8
Network Analysis
 Examples 9-17
Visualization
 Outro

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Blueconomics CRM Framework


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Ajando: Social Seller Roadmap
 Entwicklungsstufen im Social Selling
ANFÄNGER MACHER KOORDINATOR SOCIAL SELLER
Website erstellen Digitale Präsenz festigen Zusammenarbeit mit Wird von Firmen kontaktiert
Eigene Marke erschaffen Kunden auf dem Laufenden Vertriebsteam, Kunden, Ständige Präsenz im Markt
zukünftigen Kunden und
Auffindbar sein halten
Geschäftspartnern = CHANCEN FÜR SIE, NICHT
Kundentrends nutzen FÜR IHREN KONKURRENTEN
Erreichbar sein = VERKAUFSZYKLUS
Neue Kontakte finden Kunden in Bewegung setzen BESCHLEUNIGEN
Netzwerke mobilisieren = INTERESSE BESTÄTIGEN &
IN BEWEGUNG SETZEN
= NEUE KONTAKTE FINDEN

• In vielen Netzwerken bekannt
• Relevante Inhalte für Zielgruppe
• Sich besser organisieren bereitstellen/Mehrwert
• LinkedIn-Gruppen beitreten • Automatisierte Status-Updates
• Nachrichten an Kunden
• Zusammenarbeit mit • Früher von Projekten wissen =
• Social Messaging & Vertriebsteam & Kunden mehr Kontakte, Chancen, Deals
Sharing
• „Get connected“ • Zu Blogs/Artikeln Stellung • Der Konkurrenz voraus
• Social Networking nehmen
• Profile schaffen/
aktualisieren

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McKinsey Quarterly: Six social-media skills
every leader needs

«What you can’t measure, you
can’t manage.»
Robert S. Kaplan


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Joseph Jaffe: Flip The Funnel


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Blueconomics Market Model
Marketing Stage Sales Status KPI
Potential n/a n/a
Access n/a Coverage
Marketing Awareness Prospects Reach
Interest Leads Prospect Conversion
Consideration Opportunities Lead Conversion
Information RFI RFI Rate
Pre‐Evaluation Budgetary Offer Pre‐Bid
Proof Feasibility Study POC Rate
Sales
Preference RFQ Request Rate
Evaluation Offers Bid Rate
Commitment Customers Hit Rate
Repeat
Loyality Repurchase Rate
Service Customers
Referral Net Promoter Net Promoter Score

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Why Social CRM?

Business Lifecycle Cross- &
Growth Revenue Upselling

Increase Optimize Collaborate
Win Rate Touchpoints Effectively

Drive Your Sales, Marketing and Service Effectiveness
by leveraging the power of collaboration, social networks and CRM.

Pro-Active Enhance
Mitigation Efficiency

Risks Costs


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The Networked Economy

Source: McKinsey & Company,»Business and Web 2.0: An interactive feature”, November 2011.

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Inspired?

Learn & Grow

Organisation
& Budget

Quick Wins
Identifizieren

Geschäftsziele
Definieren

Beflügeln
Sie Ihren
Verkauf.

Andreas Uthmann
Zürich, Februar 2013

Wer oder was ist eigentlich
Social CRM?

ONE-Referat: Wer oder was ist eigentlich Social CRM?

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