This presentation was delivered to an audience of CMO, discussing IBM perspective on Social Media, the relevance of new communication channels, and customers priorities
A-HA! Moving research from a cost centre to a knowledge centrepeteraharris
delivered at ESOMAR Asia Pac in Beijing April 09. How using online research communities to moving research from a cost centre to a knowledge centre and put the customer at the centre of the business
iStrategy London - Social Commerce: Do Consumers Trust Your Brand? Steve Seme...iStrategy
In a world of increasing consumer expectations for transparency and quality, is your brand trusted? How can you tell? And how might you use social commerce technologies like reviews and discussions to glean insights and provide consumer assurance? Follow case studies on leading global brands like Kraft, Whole Foods and the NFL to see how marketers and e-commerce executives are working to foster trust.
This presentation was delivered to an audience of CMO, discussing IBM perspective on Social Media, the relevance of new communication channels, and customers priorities
A-HA! Moving research from a cost centre to a knowledge centrepeteraharris
delivered at ESOMAR Asia Pac in Beijing April 09. How using online research communities to moving research from a cost centre to a knowledge centre and put the customer at the centre of the business
iStrategy London - Social Commerce: Do Consumers Trust Your Brand? Steve Seme...iStrategy
In a world of increasing consumer expectations for transparency and quality, is your brand trusted? How can you tell? And how might you use social commerce technologies like reviews and discussions to glean insights and provide consumer assurance? Follow case studies on leading global brands like Kraft, Whole Foods and the NFL to see how marketers and e-commerce executives are working to foster trust.
Content Marketing Battle Cry: Let's Declare War on Collateral!Yesler
If content marketing is one of the hottest tactics in B2B marketing today, why is there still so much bad marketing content out there? Kathleen Schaub, Research Vice President with IDC’s CMO Advisory Service and our own Ann Naumann, Content Marketing Director for Yesler, discuss the 6 reasons why it’s hard to get B2B content marketing right – and how to fix them.
These slides are from a webinar, which is available on-demand at:
http://resources.yesler.com/IDC-war-on-collateral-webcast-ondemand
About Yesler:
Yesler is a B2B marketing agency that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. A Projectline agency, Yesler is built on more than a decade of experience working with some of the world’s largest and most innovative B2B technology companies.
www.yesler.com
Media Measurement for (Search) Marketers by Encore Media MetricsEncore Media Metrics
Media Measurement for (Search) Marketers was presented at SES San Francisco 8/11 by Steve Latham, ceo of Encore Media Metrics.
To request a copy please tweet to @encoremetrics or @stevelatham, or request via form on http://EncoreMetrics.com
The recent Outlook for Australian Social Business 2012 showed there was a perception gap between brands and customers. This goes far beyond "social media" - and becoming a "Social Business" means reaching beyond just Facebook or Twitter. It's about transforming your business, industry and relationships.
Social Media Marketing | Cutting through the hype & getting to the valueConstant Contact
Social Media Marketing is the best way to start acquiring and nurturing customer relationships. When combined with email marketing, it's a mix for incredible success.
I was invited to give a talk at Eastside Incubator on how startups can incorporate customer experience management into their companies. These are the slides. You can read my blog post on this topic (http://businessoverbroadway.com/three-customer-experience-management-tips-for-startups) that are a good complement to these slides.
Complaciendo al Cliente Social: donde el proceso se encuentra con el caosMundo Contact
Clint Oram, Cofundador y CTO de SugarCRM en el marco del Congreso CRM + Social Media + Centros de Contacto México 2012 en el WTC de la Ciudad de México
The technical description of the new Chain of Points cryptocurrency and Ricardian Smart Contract platform, and the state-of-the-art analysis of the loyalty industry .
At The End of every B is a C: B2B Customer Engagement with Paul GreenbergDale Roberts
There is no more B2B or C2C, only Human to Human. Customer engagement is the number one priority for every business. All organisations are figuring out how to engage customers and keep them engaged. What do you have to do? Who else does this well? What are the benefits?
The answers to these differentiate companies in busy markets and are the source of sustainable and profitable business. Paul Greenberg, author of CRM at the Speed of Light, known as the bible of CRM, will help you figure that out.
Content Marketing Battle Cry: Let's Declare War on Collateral!Yesler
If content marketing is one of the hottest tactics in B2B marketing today, why is there still so much bad marketing content out there? Kathleen Schaub, Research Vice President with IDC’s CMO Advisory Service and our own Ann Naumann, Content Marketing Director for Yesler, discuss the 6 reasons why it’s hard to get B2B content marketing right – and how to fix them.
These slides are from a webinar, which is available on-demand at:
http://resources.yesler.com/IDC-war-on-collateral-webcast-ondemand
About Yesler:
Yesler is a B2B marketing agency that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. A Projectline agency, Yesler is built on more than a decade of experience working with some of the world’s largest and most innovative B2B technology companies.
www.yesler.com
Media Measurement for (Search) Marketers by Encore Media MetricsEncore Media Metrics
Media Measurement for (Search) Marketers was presented at SES San Francisco 8/11 by Steve Latham, ceo of Encore Media Metrics.
To request a copy please tweet to @encoremetrics or @stevelatham, or request via form on http://EncoreMetrics.com
The recent Outlook for Australian Social Business 2012 showed there was a perception gap between brands and customers. This goes far beyond "social media" - and becoming a "Social Business" means reaching beyond just Facebook or Twitter. It's about transforming your business, industry and relationships.
Social Media Marketing | Cutting through the hype & getting to the valueConstant Contact
Social Media Marketing is the best way to start acquiring and nurturing customer relationships. When combined with email marketing, it's a mix for incredible success.
I was invited to give a talk at Eastside Incubator on how startups can incorporate customer experience management into their companies. These are the slides. You can read my blog post on this topic (http://businessoverbroadway.com/three-customer-experience-management-tips-for-startups) that are a good complement to these slides.
Complaciendo al Cliente Social: donde el proceso se encuentra con el caosMundo Contact
Clint Oram, Cofundador y CTO de SugarCRM en el marco del Congreso CRM + Social Media + Centros de Contacto México 2012 en el WTC de la Ciudad de México
The technical description of the new Chain of Points cryptocurrency and Ricardian Smart Contract platform, and the state-of-the-art analysis of the loyalty industry .
At The End of every B is a C: B2B Customer Engagement with Paul GreenbergDale Roberts
There is no more B2B or C2C, only Human to Human. Customer engagement is the number one priority for every business. All organisations are figuring out how to engage customers and keep them engaged. What do you have to do? Who else does this well? What are the benefits?
The answers to these differentiate companies in busy markets and are the source of sustainable and profitable business. Paul Greenberg, author of CRM at the Speed of Light, known as the bible of CRM, will help you figure that out.
We identify shared value business opportunities and match brands with the Social Entrepreneurs (who we call Social Innovation Rockstars, or SIRs) that deliver tangible solutions and authentic consumer engagement with general consumer audiences. This presentation outlines how we help bring institutional infrastructure and entrepreneurial ingenuity together to help brands establish real trust and credibility. Let's rock.
Your customers have transitioned from tethered and tolerant to mobile and multitasking. To meet customers’ ever-growing expectations, you must ensure their experiences are pain-free by delivering proactive and engaging interactions across the entire customer journey.
During this webinar, Engaging the Digital Customer: Experiences that Drive Revenue and Loyalty, industry analyst Paul Greenberg will discuss ways to increase customer value, including:
* Understanding how and when to interact with customers
* Considerations for systems of engagement
* Role of proactive engagement to drive revenue
* Detailed use case from strategy to implementation
Conferencia impartida durante el Congreso CRM + Social Media + Centros de Contato México 2011 organizado por Mundo Contact a cargo de Larry Augustin, CEO de Sugar CRM
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays B2B marketers, but also explore some of the ways in which SAP is adapting to this 'New Reality’.
Delvinia CEO Adam Froman was among the speakers at the Canadian Marketing Association's CMA Summit 2012, held at the Westin Harbour Castle Hotel on May 16 and 17.
Adam shared how Delvinia is marrying real time feedback from customers with deep profiling data on their digital behaviours to help organizations capture and act on the Voice of the Customer to create better customer experiences.
Re:Engage: Accelerating Sales Pipeline w/ Marketing's New DynamicsScott Salkin
According to an IDC study, nearly 57% of B2B prospects and customers feel that their sales reps are not prepared for the first meeting. And more than 1/3 of deals are lost due to circumstances within a reps control.
Why?
Originally presented at the Arizona Technology Council CEO Summit in August 2013, this presentation takes an in-depth look at the effect of marketing's "always-on" dynamics as a result of the web and social media, and how they've impacted the B2B sales cycle.
Topics include social media, lead generation and lead nurturing, marketing automation, sales enablement, search engine optimization, mobile marketing, and much more. Plus some great statistics from IDC, Google and several other B2B sales and marketing research reports.
Gamification in 2012: Trends in Consumer and Enterprise Markets with MetricsWanda Meloni
M2 Research is a market advisory company focused on emerging trends in entertainment, tools and technologies. We provide in depth coverage on mobile, social, demographics, non-gaming applications. Visit us at www.m2research.com.
This was a graduate project for my Market Research class. We were asked to find the value in digital coupons for a potential business as well as collect consumer data.
Similar to Paul Greenberg - Welcome to the Era of Customer Engagement (20)
November 2014 webinar Digital Advertising TNT with Mary Lou Song of Fuel451Brent Leary
Mary Lou Song, co-founder and CEO of video advertising platform Fuel451, takes us through how small business can use the power of ad technology along with their video content to help them find more customers – without breaking the bank.
Atlanta Tribune August 2014 Webinar - Social Selling with Nimble's Jon FerraraBrent Leary
Nimble founder and CEO shares social selling philosophies, strategies, tips and tricks aimed at helping small businesses build relationships with social customers and prospects more effectively
Atlanta Tribune TNT Webinar - Social Data TNT with SumAll's Peter BordenBrent Leary
Peter Borden of SumAll.com, the free internet marketing analytics platform, shares how you can bring all of the data from your social network accounts, email marketing accounts, Google Analytics, PayPal and other sources into SumAll in order to see the big picture of how your activities are driving actual business.
Atlanta Tribune Webinar Series - Facebook Marketing TNT w/ Ramon RayBrent Leary
Ramon Ray, small business technology evangelist and publisher of SmallBizTechnology.com, goes over his tips and tricks for using Facebook from a marketing perspective.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
5. The Social Customer
This has been a SOCIAL
communications revolution that
impacts all institutions
– business among them.
5
6. The Social Customer
“What is transpiring is momentous, nothing less than the planet wiring itself
a new nervous system. If your organization is not linked into this nervous
system, you will be hard pressed to participate in the planet’s future.
…Amidst the texting and the Twittering and Facebooking of a generation of
digital natives, the fundamentals of next generation communication and
collaboration are being worked out.” --Geoffrey Moore, author, Crossing the
Chasm
8. The Social Customer
Using Social Networks
Nielsen Online research “Global Faces on
Networked Places” (March 2009):
Fastest growing sector for Internet use is
communities and blog sites (5.4% in a year)
Member communities reach more Internet
users (66.8%) than email (65.1%)
9. The Social Customer
• Who is the Social Customer?
– Customer who is savvy in use of social
channels:
• Trusts differently than they used to
• Communicates with peers
– 65% find peers most trusted
source (Edelman 2012 Trust
Barometer)
• Communicates with companies
• Gets what they want
– 20% use Twitter for customer
service (source: Colloquy)
– 26% far more likely to speak
badly of co. rather than well via
social media
• Social, mobile, local
• Expects an immediate response or
nearly so
• Expects to have information
available nearly instantly when they
look for it.
• Increases velocity of the
consumerization of work
• Uses social networks as active
participants in effecting change
9
10. The Social Customer
• Key element of the relationship: Trust
– Listens to customer needs and feedback
• #1 concern of public about trust in cos.
– (source: Edelman Trust Barometer 2012)
– Offers high quality goods & services
– Treats employees well
– Places customers ahead of profits
11. The Social Customer
Consumers' ranking: Perception Businesses'ranking:
The reasons they interact with companies gap Why they think consumers follow them
via social sites via social sites
(61%) Discount Learn about new products (73%)
(55%) Purchase General information (71%)
(53%) Reviews and product rankings Submit opinion on current products/services (69%)
(53%) General information Exclusive information (68%)
(52%) Exclusive information Reviews and product rankings (67%)
(51%) Learn about new products Feel connected (64%)
(49%) Submit opinion on current products/services Customer service (63%)
(37%) Customer service Submit ideas for new products/services (63%)
(34%) Event participation Be part of a community (61%)
(33%) Feel connected Event participation (61%)
(30%) Submit ideas for new products/services Purchase (60%)
(22%) Be part of a community Discount (60%)
Note: Consumer N=1056, Busmess: Learn N=333, Generalrnf o N=336, Submt cpmrm N=334, Exclusve mfo N=333, ReOews/ranklngs N=333, Feelcmnected N=331,
Customer servr ce N=331, SUbmt Ideas N=332, Comrunrty N=329, Event N=332, Purchase N=334, Clscounts N=331
Source IBM lnstrtute for Busness Value analysr s CRM study 2011.
Source: IBM Institute for Business Value:
From social media to Social CRM
11
13. Can’t stop thinkin’
about customer
intimacy. Driving me
nuts
CEO
Customer Engagement
“Customer intimacy is foremost on CEOs’ minds. Eighty-eight percent of all
CEOs, and an astounding 95 percent of Standouts, picked getting closer
to the customer as the most important dimension to realize their strategy
in the next five years. These CEOs are convinced they must not only stay
connected (or reconnect) with customers, but keep on learning how to
strengthen those bonds.” (CEO Study 2010, IBM Institute for Business Value)
14. Customer Engagement
What it isn’t
• Its not marriage
• Its not advocacy
• Its not loyalty
• Its not consistently the same level
• Its not determined by the amount
of time or effort a customer
makes
15. Customer Engagement
Vendors/
• Definitions Suppliers
– Peppers & Rogers:
• Proactive involvement
Partners/ External
Company
– Eric Petersen Channels Agencies
• (Online engagement) is an
estimate of the degree and
depth of visitor interaction
EVC
on the site against a clearly
Part of PVC Intersects
defined set of goals.” Customer
EVC
Friends Family
Other PVC
EVCCompanies Everything
Else
Going On
16. Customer Engagement
Vendors/
• What is it? Suppliers
• It is an ongoing active
interrelationship between the Partners/ External
company and the customer Channels Company Agencies
• It is determined by customer
self-selection EVC
• The level can vary from Part of PVC Intersects
casual to intense, infrequent Customer
EVC
to frequent, and changes
moment to moment Friends Family
• The customer can choose
the channels they want to Other PVC
engage in EVCCompanies Everything
Else
Going On
17. Customer Engagement
• The Era of Customer Engagement
– CRM is making money for companies
• $5.60 on the dollar for each CRM program reviewed (Nucleus
Research)
– Social channels are part of a multi-channel strategy
• We’ve gone beyond experimentation in social media to a fully
integrated multichannel perspective
• 64% of companies beyond the experimental stage (integrated
channels, multi-channel, cross-channel)(State of Social 2011,
eConsultancy)
– The customer has the products, services, tools and consumable
experiences to sculpt the kind of experience that they want to have with
the company
• They self-select
– Advanced thinking includes customer value-based co-creation of
products etc.
– Ubiquitous tools at low costs of entry
• Costs of success considerably higher
18. Customer Engagement
• Customer experience is in the forefront of
strategy
– 60% of companies in Bruce Temkin
survey have senior exec in charge of
customer experience
– 30% of companies have 20+
employees delegated to customer
experience
– 84% have gotten positive results
from Voice of Customer programs
• But….
– Only 17% feel that execs are willing
to trade off short term financial
results for long term customer loyalty
– Source: 2011 State of Customer
Experience Management, Bruce
Temkin
20. Customer Engagement
• Gamification
– “…describes a series of design principles, processes,
and systems used to influence, engage and motivate
individuals, groups, and communities to drive
behaviors and effect desired outcomes.” --Ray Wang,
CEO Constellation Research Group)
21. Customer Engagement
• Gartner forecasts that
by 2014, 70% of all
businesses in the Global
2000 will have gamified
apps
• M2 says by 2016, we’re
looking at a $2.8 billion
market,
– 2012 – 200% growth
over 2011
$100,000,000.
22. Customer Engagement
• All games have 4 traits
– A goal
– Rules
– Feedback system
– Voluntary participation
• Gamification supports
engagement – big time
• Games can evoke:
– Flow (in the zone)
– Fiero (Yes!)
23. Customer Engagement
• Can be as simple as…
– If you register/buy in the
next five minutes…
• Or as complex as…
– Farmville
– World of Warcraft
• Business value
– Increase advocacy and
loyalty
– Support positive changes
in customer behavior
24. Customer Engagement
Points for each line item and invoice correctly entered
Team sport
Monetary prizes to charity chosen by winning team
25. I think Radiohead sucks!
Customer Engagement
Bad use of gamification by the otherwise popular GetGlue
27. Customer Engagement
• Company concerns
• Making the experience seamless regardless of channel
• Recognizing the customer will be expecting the best results he/she
had in all channels
• Knowing the costs of trying to provide all that a customer wants is
incredibly high
• How to prioritize the channels proffered
• What is it that we need to know about the customer or the
customer group that helps us make those decisions?
– Transactional
– Unstructured
28. Customer Engagement
• What should a company do to prepare?
– Meet customer expectations – if they are reasonable
– Don’t’ react to everything
– Treat the customer as a partner, not a client
– If you are comfortable with it, involve the customer as an
extension of your company
• Community retailing
– Provide them with what they need to sculpt their own
relationship with you
– Recognize that your and the customer’s idea of value are not
the same
– Provide the most important channels to customers, not
necessarily all of them
30. Social CRM
• Social Business • Social Enterprise
– “A business that embraces – A social enterprise reflects the
networks of people to create technological underpinnings
business value. … Social for a social business
businesses more fully integrate • It includes
the collective knowledge of • Collaboration framework
people-centric networks to & tools
accelerate decision making,
strengthen business processes, • Open architecture
and increase innovation that • Incorporation of social
matters.” - IBM®definition channels into the basic
– Social business encompasses IT infrastructure &
internal collaboration and Social communications
CRM • Traditional operational
– Employees are empowered to applications or services
work with and exchange • Incorporation of social
knowledge with customers and data into customer
each other record
– Customers are given the
opportunity to interact and, in
more mature stages co-
create/collaborate with business in
meaningful activities
30
31. Social CRM
Social CRM Definition
“Social CRM is a philosophy & a business strategy, supported by a technology
platform, business rules, workflow, processes & social characteristics,
designed to engage the customer in a collaborative conversation in order to
provide mutually beneficial value in a trusted & transparent business
environment. It’s the company’s programmatic response to the customer’s
control of the conversation.”
31
32. Social CRM
Social CRM Perception
“Social CRM is the integration of traditional operational customer facing
activities including strategies, programs, systems and technologies combined
with emergent social channels to provide businesses with the means to
communicate and engage with customers in their preferred channels for mutual
benefit.
32
33. Social CRM
• Five Simple Principles of Social CRM
1. Value & values are given & in return, value & values are
received (collaboration, co-creation, mutual value,
transparency, authenticity, advocacy)
2. Each of us is governed by self-interest (personalization,
controlling own experiences)
3. We are social creatures too (conversation, social
marketing, data capture/insight, community)
4. For ideas to be truly exciting, they have to be real
(measurement, analytics, realistic objectives, success)
5. Do unto others…you know the rest (customer
experience, engagement)
33
34.
35. Social CRM
• Social CRM execution
– Successful holistic SCRM strategy perhaps only
at P&G
• They don’t call it that
– However, discussion everywhere
– Implementations are multi-channel
• Twitter channel for customer service
• Service or ideation communities
• Social marketing including sharing in email, use of
UGC
• Collaboration in sales for optimization strategies
• The interweaving of enterprise collaboration deeply
into traditional applications
• The integration of social data into traditional systems
of record
36. Social CRM
• Systems of Engagement
– We move past purely transactional systems
– Now we are dealing with systems that encourage customer
involvement with the company at the level that the customer
chooses
– They are based on:
• Interactions
• Collaboration
• Community
• Rich media
• Usability
• Open access
• Immediacy
• Insight & analysis
37. Social CRM
• Systems of Engagement
– Still needs to:
• Record transactions
• Automate operational processes
• Capture data
• Analyze data
• Scale appropriately
– But also needs to:
• Try to create interactive environment for the customer
• Capture conversations
• Record real time interactions
• Optimize responses in real time
• Capture feedback
• Provide feedback
38. Social CRM
• Systems of Engagement
• SHOW A SCREEN HERE OF MAJOR COMPANY
SYSTEM OF ENGAGEMENT
40. “At current trajectories, within five years we expect that
community peer-to-peer support projects will supplement or
replace Tier 1 contact center support in more than 40 percent
of top 1,000 companies with a contact center.”
(source: Drew Kraus, VP Gartner)
41. • Who is giffgaff?
– Virtual Mobile Network Operator (VMNO)
• Sells SIM cards with embedded services
– Brainchild of Director of Innovation at O2 in
the UK
– Start up, not division of O2
43. • The giffgaff beta launch
– Value proposition
• Mutuality
– Beta launch strategy
• Target tech savvy digital natives who
would talk
• Beta launch issues
• No funds for traditional media
• People-powered mutuality w/o people!
44. The giffgaff Beta Launch
Created Tool Hire
3. Top 5 videos
win £5000 each
1. Use the
2. Upload the video
Tool to
to YouTube – free
make
calls 1 yr.
video
46. • Results of the beta launch
– 156 videos created
– 615,116 YouTube video views
– 43,301 visits to ToolHire site
– 151,230 page views on ToolHire site
– 6000 Facebook fans
– 1.2 million reach thru primetime TV pickup
– giffgaff is on the map
48. • The giffgaff full launch
– Value proposition:
• Remained mutuality
– Full launch strategy
• Target value conscious customers via low
cost acquisition channels (e.g. social media)
• Using social networks/communities to
engage customers in conversation
50. • Results of the full launch
– Unique visitors went up 40% from beta
– Tweets mentioning giffgaff up 240%
– Organic search up 200%
– Branded Search up 73%
– Qualified visits up
• SIM card activations increase
• Bounce rate decrease 10%
• Now have over 65,000 Facebook “likes”
• Started w/0.5% share of voice!
51. • giffgaff the Co.
– Implement customer
ideas (112 by end of
2010) incl. pricing
– Provide advocacy
program – points for
recruitment, email,
activated SIM cards
– Community provides
customer service
52. • giffgaff
community is
vibrant with
over 1 million
interactions
53. • giffgaff customers ask
other customers for
answers 50% of the time
Source: Cap Gemini
54. • giffgaff customers are
actually happy with
giffgaff unlike other U.S.
based telco customers
with their carriers (e.g.
Verizon)
Source: Cap Gemini
54
56. In Sum
• The communications revolution has transformed business
• We have a new kind of customer…a social customer…but he is still a
customer
• Our customers should be subjects of an experience and partners, rather
than objects of a sale and clients
• In order to acquire and retain customers, we need to have a
multichannel strategy – with selected channels
• The key is the provide the products, services, tools, and consumable
experiences that the customer needs to sculpt their own relationship with
you
• To do so, since we have transformed how we communicate, we need to
enhance our current systems of record with systems of engagement
57. THANK YOU
Author: CRM at the Speed of Light (4th Edition)
Managing Principal: The 56 Group, LLC
Managing Partner/CCO: BPT Partners,
EVP: National CRM Assn.
Named to CRM Magazine CRM Hall of Fame 2010
Named #1 CRM Blogger 2005, twice in 2007 by TechTarget and InsideCRM & InsideCRM 2008,
Forecasting Clouds, 2010
PGreenblog: http://the56group.typepad.com
Social CRM: The Conversation: http://blogs.zdnet.com/crm
Email: paul-greenberg3@the56group.com
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