Social CRM and One Agenda Martin Hill-Wilson's talk at Social CRM 2013 Brussels hosted by Our Social Times.

1. Social CRM
&
One Agenda
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

2. Agenda
Why Marketing, Sales and Service is the wrong
way to organise customer engagement
Remodelling organisations to mirror how
customers actually behave
Implications for how we equip organisations to
regain relevance
Embracing the culture of One Agenda
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

3. What We Know (about you)
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

4. Real Time Segmentation
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

5. What We Know (about you)
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

6. Brand Independence
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

7. Old Mindset v New Behaviour
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

8. Silo challenge: social-mobile-web
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

9. Through Marketing Eyes
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

10. Through Marketing Eyes
Chris Heuer
How close can we get to our customers to
understand their REAL needs?
When will we start thinking beyond what we
can push to the customers?
How do we stop thinking about leads and start
thinking about the relationship? And who is
taking care of the entire relationship?
It’s not about the sale, it’s about the value.
The biggest problem with marketing today is
that they stop investing after the sale.
Marketers need a more holistic strategy than
that
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

11. Through Marketing Eyes
Chris Penn
You have to make sure you are
connected to other folks within the
organization, like the service teams
The service sides are so far removed
from marketing, but if we can get
them connected with the marketer,
there is a lot more we can do
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

12. A 100 Year Habit
Culture
Social Networks
Peer Pressures
Mission/Priorities
Goals/Incentives
Access To Data
Customer Labels
Culture
Social Networks
Peer Pressures
Mission/Priorities
Goals/Incentives
Access To Data
Customer Labels
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013
Culture
Social Networks
Peer Pressures
Mission/Priorities
Goals/Incentives
Access To Data
Customer Labels

13. A 100 Year Stand Off
Service says
“those customers
were mis-sold”
Sales says
“those leads
are junk”
Marketing says
“those leads are
just sitting there”
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

14. Why Silos Don’t Work
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

15. social
business
O
AG E N DA
E
milestone
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

16. Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

17. Action #1
Mine Relevant Content
1. Service generated campaigns
2. Customer inspired topics
3. Expectation management
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

18. Action #2
Do
Social
Sales
Marketing
Service
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

19. Action #3
Analytics
CRM
Share
Functionality
Communications
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

20. Action #4
Lifecycle
Experiences
Develop
A Common View
Of Your Customers
Journeys
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

21. Action #5
Progress
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013
Dashboards
Goals
Do
Joint
Business Planning

22. Take Aways
Maybe Marketing, Sales and Service is the
wrong way to organise customer engagement
Remodel your organisation to mirror how
customers actually behave
Regain relevance in the eyes of customers
Embrace the culture of One Agenda
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013

23. Thank You!
brainfoodextra.com
@martinhw
Social CRM and One Agenda
© Brainfood Consulting Ltd 2013