The basics of Social CRM

© 2010 IBM CorporationSales Transformation iSTART Team
The Basics of Social CRM
W. Cramer
Nov. 16, 2010

© 2010 IBM CorporationPage 2 Sales Transformation iSTART Team
What is Social CRM?

Customers have become more social and savvy…. And are taking
control of the conversation.

Traditional customer feedback models are being replaced by more
open and social models.
Source: Adapted from Social CRM a primer - by Esteban Kolsky at Enterprise2.0 Conference Santa Clara 2010.

Social CRM is an enterprise’s response to “social customers” taking
ownership of the relationship with their partners and suppliers.
Paul Greenberg describes Social CRM as…
– 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 a mutually beneficial
value
– in a trusted and transparent business
environment.”
It’s the company’s programmatic
response to the customer’s
ownership of the conversation.
Source: Adapted from Convergence: E20’s & SCRM’s Twain Meet - by Paul Greenberg at Enterprise2.0 Conference Santa Clara 2010.

• Phone
• Fax
• Email
• Service
• Letters
• Personal contact
• Company’s website
• SMS
• Instant Messenger
• Chat
• Media
• Phone
• Fax
• Email
• Service
• Letters
• Personal contact
• Company’s website
• SMS
• Instant Messenger
• Chat
• Media
+
• Blogs
• Social Bookmarking
• Microblogs
• RSS
• Wikis
• Social Networks
• Widgets
• Podcast
• Video sharing
• Forums
• Wish lists
• Price comparison website
• Reviews and ratings in retail sites
• Photo sharing
• Slides sharing
• Auction website
Traditional CRMTraditional CRM Social CRMSocial CRM
Social CRM encompasses a much broader spectrum of customer
interaction spaces which are not controlled by the enterprise.
Source: Adapted from Social CRM: Concept, Benefits and Approach to adopt - by Fabio Cipriani, Nov. 2008.

Social CRM can complement existing internal operations by
enriching them with client-facing external activities.
CRM is no longer just a model for managing customers
but one of customer engagement.

Emerging principles of Social CRM
1. Value is a two-way street.
Collaboration, co-creation, transparency, authenticity, advocacy
2. Each of us is governed by self-interest.
Personalization, controlling own experiences
3. We are social creatures too.
conversation, collaboration, data capture/insight
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, customer-company interactions
Source: Adapted from Convergence: E20’s & SCRM’s Twain Meet - by Paul Greenberg at Enterprise2.0 Conference Santa Clara 2010.

The “5 Ms” of Social CRM business processes offers a framework
for using social customer insights to develop a Social CRM strategy.
Tracking the
effectiveness of
CRM goals
Data seamlessly
flowing from
external to
internal.
Management
systems to
provide insights
to the right
teams at the
right times.
Linking social
profiles to
company
records.
Listening
capabilities in
the online social
world.
Is it working?
How do I get
it there?
Where should
it go?
Who is saying
it?
What is being
said?
Monitor Map Manage Middleware Measure
Adapted from Social CRM: The New Rules of Relationship Management, March 5, 2010. Altimeter Group. By R “Ray” Wang and Jeremiah Owyang with Christine Tran.

The Altimeter Group has identified 18 use cases for formulating a
Social CRM strategy.
Source: Social CRM: The New Rules of Relationship Management, March 5, 2010. Altimeter Group. By R “Ray” Wang and Jeremiah Owyang with Christine Tran.

Social CRM is an evolutionary step towards a more Collaborative
Enterprise in the future.

What does the product
landscape look like?

Use cases of Social CRM focuses on engaging customers in more
collaborative business efforts which can yield value for all.
Capturing indirect feedback from customers on
social networks and communities
Generating brand awareness and visibility
Enabling customers to get help from other
customers
Offering price comparisons and enabling
customer-generated reviews for customers
Sharing ideas for innovation
Co-developing new products or services
Assisting the selling process by sharing contacts
in a community
The main subcategories of
Social CRM applications
include:
• social monitoring
• customer- and partner-
hosted communities
• enterprise feedback
management (EFM)
• product reviews
• sales contacts

There are over 100 vendors with Social CRM offerings and no real
clear leaders have emerged in the Social CRM space (yet).
Source: Magic Quadrant for Social CRM, 29 June 2010, ID Number: G00201531
Social CRM offers applications with
different approaches for…
•supporting communities…
• Customers
• Partners
• Internal users
•supporting business processes…
• Sales
• Marketing
• Customer service
• Innovation
For the mutual benefit of enterprises
and their customers.
Magic Quadrant
intentionally removed

Traditional CRM Vendors offering Social Integration
ACT!: Allows a single individual to manage
multiple types of information, including social,
however if this product was extended across an
enterprise, it fits the quota.
BatchBlue: Has traditional sales automation
features, but also connect with existing social
graph data, think social aggregation of contact
lists.
Buzzient: Offers a CRM platform that provides
social media analytics that can be used for web
marketing, customer tracking, or reporting. They
have partnerships with Salesforce, Oracle, and
SugarCRM.
Microsoft Dynamics: Offers Accelerators that
“Allows business professionals to monitor and
analyze customers’ conversations on social
networking sites, and as a result, provides real-
time status updates about their products and
services” They are also partnered with
Neighborhood America
NetSuite: Offers social CRM with a partnership
with InsideView and has Twitter integration
Oracle Siebel Social CRM: Promises the ability to
provide insights based on the buying behaviors of
similar customers, as well as shared content to
be used between sales teams.
RightNow CRM: Offers several features in their
suite such as Support Communities, Innovation
Communities, Cloud Monitoring, and Social
Experience Design. Rightnow recently acquired
Hivelive an enterprise community platform.
Salesforce: Offers access to Social Networking
like Facebook and Twitter. Salesforce, like SAP is
importing the Twitter “firehose” feed, and has
offered social features like Q&A, and social
networking like Chatter, and has lightweight
LinkedIn integration.
SAP CRM: Imports the Twitter firehose feed
Sugar CRM: Offers “SugarCRM Cloud
Connectors connect via Web Services to leading
third-party data service providers such as
Hoover’s, JigSaw and LinkedIn”
We Can Do Biz: Offers traditional CRM features
(although their website is a bit difficult to
navigate) for SMB, and has a unique Twitter
scraping feature that filters down by some level of
geography and organizes records in the
database.
Source: http://www.web-strategist.com/blog/2009/12/08/list-of-companies-providing-social-crm/

Other vendors in the Social CRM space.
Community Platforms Offering Social CRM (5)
Jive Software: Community Engagement, offers data integration from
Radian6, encouraging management of the discussion.
Leverage Software: I recall that Leverage offers built in integration
with Salesforce, but I was unable to find it on their site.
Lithium Technologies offers the Social CRM Suite offering features
such as Community Applications, Reputation Engine, Actionable
Analytics, CRM Connectivity, and Social Web Connectivity.
Neighborhood America: Has had a partnership with Microsoft
Dynamics, read press release, (they were early on in March 2009)
and commentary from Paul Greenberg on ZDNet.
Concourse: Offers a variety of integration modules to a variety of
apps, including a CRM module that’s prebuilt. (via pjk54)
Brand Monitoring Offering Social CRM (4)
Alterian: Offers workflow management capabilities with multiple
users, emailed to me by Connie Benson, added Feb, 2010
Radian 6: Offers brand monitoring tools that allow tools to discuss
(Conversation Sidebar), triage, and manage disparate conversations,
see Dave Fleet’s write up.
ScoutLabs: Offers teams workflow ability to discuss social
interactions.
Visible Technologies: Offers CRM like features that allow teams to
track, manage, triage, social conversations. Read Jason Falls take.
Social Media/Twitter Clients (2)
CoTweet: Offers a variety of features that allow teams to monitor,
manage, and triage conversations in Twitter, see features page.
Hootsuite: Provides workflow, analytics, for teams to manage multiple
Twitter accounts.
Social Customer Experience (4)
CrowdEngineering: Helps to match experts to customer problems, by
using a recommendation engine and skill resource set engine.
Fuze Digital Solutions: Provides a broad and modular multi-channel
customer care solution using a community knowledge base as its
foundation.
Helpstream: Offers tools that allow customers to submit questions to
each other, with integration into SalesForce in addition to community
driven knowledge centers. see video.
Parature: Offers chat-like features for support reps to interact with
customers, then measures sentiment.
Get Satisfaction: Is an off-domain (all the support is done on their site
–not yours) community that now offers premium features that offer
ability to manage discussions.
Sales 2.0/Social Graph Aggregation (6)
Flowtown: Allows marketers to prioritize targets to contact by a
variety of influence scores, and their social graph. It then offers
targeted email marketing based on those two criteria.
Gist: Offers a way to track the social behaviors of your customers and
prioritize.
InsideView: Offers some unique offerings that mine a business social
graph to provide alerts as a plugin to traditional CRM systems, Watch
this lengthy demo.
Roving Group: Offers a product called ‘Roving Contacts’ that
aggregates the social graphs and contact information from your
address book.
SocioToo: Not the typical corporate enterprise company, this Dutch
company offers a search page (and no real corporate site –by intent)
that mines social graph data in public.
Xobni: This cleverly named (opposite of inbox) Outlook plugin
scrapes your social graph and most frequently emailed contacts
improving email utility. This barely falls within the scope of social
crm, but if the data was able to export to other systems, it could start
to apply.
Source: http://www.web-strategist.com/blog/2009/12/08/list-of-companies-providing-social-crm/

BACKUP

Is Social CRM a red herring for the sales function?
Social CRM spans at least three key functional business areas:
– Marketing
– Sales
– Customer support
Social CRM, as it applies to the sales function, essentially represents hype
resulting from dramatic developments in adjacent CRM domains
– Marketing
– Customer support
It remains unclear what kind of tangible
benefits a sales organization can expect
to gain from Social CRM.
Source: First Steps for Social CRM: The Gartner CRM Team's Perspective. 20 July 2010, ID Number: G00205471

Examples of effective communities for idea generation,
collaboration, and self-service models.
P&G Vocalpoint
Win / win community of
mothers. Try new products.
Generate new ideas
Connect + Develop
P&G ties entrepreneurs,
inventors, suppliers etc.
together to collaborate on
R&D that they need.
IBM developerworks
Massive forums allow
customers to help each
other. Some IBM experts
active via blogs & forums.

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