Social media is transforming customer relationships by giving customers more control over how they interact with brands. Companies that embrace social media can gain valuable customer insights, strengthen advocacy, and improve service. By integrating social technologies into traditional CRM systems, businesses can deepen customer relationships, drive efficiencies, and optimize their workforce to succeed in the new customer-centric environment.

1. SOCIAL MEDIA
MEETS CRM
Reinventing Customer Service
Hessie Jones
September 28, 2011

2. Traditional Channels
The institutions traditionally defined and
controlled the Brand.
But traditional marketers are realizing that product sales were not
necessarily the result of messaging from the marketers to the
consumer….

3. New Paradigms
Traditional SOCIAL NETWORKING
Conversations Digital Conversations Visit My Facebook
Profile
Search for
Reviews I Wrote
Read My Tweets
Read My Blog
Participate in a
Community
Ask Me Conversation
Directly
The game is changing…social computing has made it easier to amplify
conversation and influence…..

4. Access proliferation has put
customers in control of how,
when and what kind of media
they consume

5. Digital Evolution
Old Media
Reach
Mass Media Niche Media

6. Digital Evolution
New Media
Old Media
Reach
Reach
Mass Media Niche Media
Mass Media Niche Media

7. Digital Evolution
New Media
Old Media
Reach
Reach
Mass Media Niche Media
Mass Media Niche Media

8. Digital Evolution
New Media
Old Media
!"#$#%&%"'(
Reach
Reach
Mass Media Niche Media
Mass Media Niche Media

9. Digital Evolution
New Media
Old Media
!"#$#%&%"'(
Reach
Reach
Mass Media Niche Media
Mass Media Niche Media

10. How long does it take to reach 50
million users?
TV: 13 years
Radio: 38 years
Internet:
4 years!
iPod: 3 years
Facebook added 200
million users in less
than a year
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11. “Mind-bending” social media
stats
20 percent of searches on Google There are more than 3.5 billion
pieces of content (web links, news
each day have NEVER been stories, blog posts, etc.) shared
searched for before. each week on Facebook.
43 percent of all online 56 percent of LinkedIn's 100
million users are outside of the
consumers are social media
United States.
fans or followers
$3.08 billion will
Every day, 2,300 new Wikipedia be spent to
articles are created, adding to its 17 advertise on
social networking
million articles, with contributions
sites in 2011, a
from 91,000 active contributors. 55 percent
increase over
There are more than 5 billion 2010.
photos on Flickr.
http://blog.hubspot.com/blog/tabid/6307/bid/23865/13-Mind-Bending-Social-Media-Marketing-Statistics.aspx

12. News travels fast... Search and
Social are connected
Increasingly,
product quality and
what a brand
stands for is
determined by
Google

13. TRUST is the New Currency...
enter Cluetrain Manifesto
A radical change has occurred in
the World of advertising and
marketing
Consumers are listening less and
less…Interruptive Marketing has
seen its day.
The Audience is Creating…The Audience is Selecting…. The
Audience is Changing…and as a result the audience is telling
brands……
“You want us to pay? We want you to pay attention. ”
“ The Internet has become a place where people could talk to
other people without constraint. Without filters or censorship or
official sanction — and perhaps most significantly, without
advertising ”
“Don't talk to us as if you've forgotten how to speak.
Don't make us feel small. Remind us to be larger. Get a
little of that human touch. ”

14. Social Media Model
A distinct opportunity in the Canadian
marketplace is created for companies who can
act as brand stewards …
… and influence consumer
perceptions, attitudes and
behaviours to create brand
advocates

15. The New Customer
Relationship
Social Marketing

16. Benefits are Clear

17. Media Defined in the New
Customer World

18. Where Social Meets CRM

19. Social Media is evolving... did
you know?
Online users in rapid-growth
regions like Latin America, the
Middle East and China are now
Smartphone shipments will spending more time on social
outpace PCs by 2012? networking sites than on email.
globally, total minutes Gartner Research predicts that
spent on social networks
social networking services will
monthly saw a more than
replace e-mail as the primary
100% gain over the same
communications vehicle for
period last year.
20% of business users by 2014.

22. Traditional CRM
http://thebrandbuilder.wordpress.com/

23. CRM Evolved
http://thebrandbuilder.wordpress.com/

24. The difference....
Social CRM combines the customers’
transaction data with their social/
lifestyle data

25. Defining Social CRM
• Source: the brandbuilder..... Olivier Blanchard....
(note: work-in-progress)
SOCIAL CRM IS A BUSINESS FUNCTION SUPPORTED BY A
SYSTEM AND TECHNOLOGIES WHOSE AIMS ARE TO
IMPROVE A COMPANY’S ABILITY TO DERIVE INSIGHTS
INTO CUSTOMER NEEDS AND BEHAVIOURS BY ADDING
TO THEIR TRANSACTIONAL DATA THE LIFESTYLE DATA
THEY SHARE ONLINE.

26. Customers have Evolved

27. The
Influence
of
Interaction

28. The Evolution from Traditional
CRM

29. Case Study: Columbia House

30. Case Study: Columbia House
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31. Case Study: Columbia House

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38. Case Study: Columbia House
Stellar Results
!"#$%#&'()"*
• !"#$%&'()*")"*+'&) Just another vote FOR CH Canada.
,+%--'./0)12.3%*')%-()44!5)
/",3%.)#'(3%)(&"6') I've had no problem with numerous
+,-+"./*012*'/*34* orders from them, along with great
• 789+&):&'')/+3$$3-;)"<'&/)
=3'.('()3564*,()#"'."* prices, occasional free shipping, and
%7"#*'7"#'-"*8',9:* bonus DVDs.
%#8"#.>)
• ?"*%.)&'6'-@')A&"#)78):&'') I’m amazed at how much they
/+3$$3-;)"<'&/)'B@36%.'-*) try to make everyone happy
*")554*%$*#"7"(;"* & take in their input. They’re
-"("#'/"8*$%#*'(* doing a great job at trying
'7"#'-"*&%(/+<*
to get everything right.!
while i haven’t ordered from chcanada in
….short version, I give a quite some time, i still frequent the thread
thumbs-up to CH Canada…. I and certainly appreciate the comments and
have no complaints and would
easily recommend CHC. ! inititiave shown by the chcanada staff.
when is the last time you saw an amazon
or futureshop/BB rep come in and ask us
what we like? NEVER!!

39. CH Canada: the Discussion has
Changed

40. CH Canada: the Testimonial
“Social networking not only
provided an open line of
communication with customers, it
also provided a product/offer
testing arena, an ever-ready focus
group, a source of testimonials,
and for this business – our highest
value customers.”
Rob Weatherall, Director of Marketing

41. Benefits evolved...
• Improved insights from consumers about products
or services
• Leveraged opportunities to listen and engage
• Gain insights about competitors
• Risk mitigation
• Provision of early warning signs for PR
• Reduce marketing spend
http://socialmediatoday.com/pervarakapadia/164956/benefits-online-reputation-management-social-media

42. Social CRM: the Technologies

43. Extended Customer Mgt and
Solutions Ecosystem

44. Customer Targeting
Product Lifecycle Mgt.
Enterprise Mgt Marketing
Demographic
Targeting
Ecommerce
Social media and
networks
solutions that support
• defining and developing
new prods and services
• prioritizing the most
appropriate target markets
• communicating offers to
best audiences for products
and services.

45. Customer Acquisition
Customer Targeting:
Salesforce
Product Lifecycle Mgt. Product Lifecycle
Enterprise Mgt Marketing Mgt.
applications that support
• contacting customers to Partnership
Ecommerce
Relationship Mgt
Social media and
solicit interest in products
networks
and services Revenue Pricing
• configuring solutions Mgt
• setting prices
• quoting solutions that support defining and Order Mgt
• contracting developing new prods and Customer
services, prioritizing the most Lifecycle Mgt.
• taking customer orders
appropriate target markets,
communicating offers toRatings and
best
audiences for products andReviews,
Forums,
services. Microblogging,
Social Networks

46. Customer Retention
technologies that support customers in
pre & post sales scenarios
• responding to queries pre purchase
• scheduling installs, repairs
• billing
• diagnosing customer problems
• routing customer queries
• problem resolution
EBPP
IVR
Customer
Contact
Loyalty, Q&A
structure Field Service Platforms,
Mgt Customer Community
service and integrations
support

47. Customer Collaboration
technologies that support
• working collaboratively with
Customer customers
Community • enabling customers to interact with
Platforms and support each other
Customer
•Both enable:
forums • stronger customer insight
• energizing brand advocacy
• self-service solutions
• direct to consumer feedback
Customer
Loyalty, Q&A
Platforms,
Community
integrations

48. Customer Insight
solutions that support
• collecting feedback from customers
• analyzing/reporting customer info
• maintaining up-to-date and accurate
data about customers and interactions
with the company
Enterprise Feedback Mgt
Online Customer Business Intelligence
developer
communities Customer Data Management
Listening Platforms

49. Are you ready?
• Is your organization committed?
• Can you put people before tools?
• Are you willing to invest in your audience?
• Can you spell INTEGRATION?
• Can you accept failure?
• Are ALL key departments in the game?
• Can you handle the skeletons in the closet?

50. BUSINESSES THAT LEVERAGE SOCIAL TO
SUCCESSFULLY TRANSFORM CUSTOMER
RELATIONSHIPS WILL DEEPEN CUSTOMER
RELATIONSHIPS, DRIVE OPERATIONAL
EFFICIENCIES AND OPTIMIZE THE
WORKFORCE.

51. in the words of @garyvee...

52. Gary Vaynerchuck
When he was not yet 30,
he grew his company
from 2 million a year to
over 50 million in 7 years
“We are verging on the thank
you economy.... give a shit about
your customers.... care about
them”

53. Gary Vaynerchuck
We’re not really good at knowing
what we want, and we are very quick
to say “this sucks”. That’s where the
opportunity lies.
It’s not about what you’re saying, it’s
about how you listen. Customer service is
the new business.
All marketing is going to get back to the way it used to be in the
Butcher Shop or Mom and Pop store where they knew your name,
your kids name and your dogs name. That’s the way humans like it
and this is what twitter and facebook can provide businesses today.

54. Gary Vaynerchuck
I could care less about the platform. It's all
about the message.
Legacy is greater than currency. Your brand equity is
everything and sustainable.
Don't cheese it up. People's bullshit radars
are insane. Marketing is about to get really,
really hard. If you're just doing social media
to keep up with the Joneses - don't
We are massively underestimating this culture
shift... We are in the era of the humanization of
business. We're living by small town rules again.

55. Thank You
twitter: @hessiejones
g+: http://gplus.to/hessiej
linkedin: http://ca.linkedin.com/in/hessiejones1
facebook: http://facebook.com/hessie.jones