Richard Hughes of Broadvision (which runs Clearvale, the enterprise social networking solution) explains what social CRM is and how it is changing businesses, both inside and out.

1. The Rise of Social CRM
What it Means for Your Business
Richard Hughes
rhughes@broadvision.com
@_richardhughes

10. What is Social CRM?
“Social CRM is a philosophy and a
business strategy, supported by a
technology platform, business rules,
processes and social characteristics,
Paul Greenberg designed to engage the customer in a
collaborative conversation in order to
provide mutually beneficial value in a
trusted and transparent business
environment.”
It is the company's programmatic
response to the customer's control of
the conversation.”

11. What’s wrong with this picture?
“In MarketingSherpa’s recent social marketing
benchmark survey, 38 percent of marketers
responded that they have not yet begun
planning a social CRM initiative”
Exploding 3 Social CRM Myths that Paralyze Business Leaders
October 2011

12. Who owns “Social”?

13. Who owns the phone?

14. “Customer service is not a
department, it's a company
culture”

15. “Customer service is not a
department, it's a company
culture”
“We’re all marketers now”

16. “Customer service is not a
department, it's a company
culture”
“We’re all marketers now”
“We’re all salesmen”

17. Non-synonyms
Talking Discussing
Hearing Listening
Public Social

18. Elvis Costello’s Guide To British English
Oliver’s Army is here to stay
Oliver’s Army are on their way

19. “I have the belief that the long
term strategies do not reside in
these branded accounts, but
rather with the employees
themselves”
Frank Eliason

21. The Good

22. “It's one thing to read about your
company, but when a customer can
associate it with an actual person, it
creates a deeper, more meaningful
connection to the brand”
Tony Hsieh

23. The Good

24. The Bad

25. “A lot of times, people don't know
what they want until you show it to
them”
Steve Jobs

26. The Ugly

27. “Qwikster became the symbol
of Netflix not listening”
Reed Hastings

28. Engage the customer

29. Engage the customer
Social Media

30. Engage the customer
“Enterprise 2.0” Social Media

31. Engage the customer
“Enterprise 2.0” Social Media
Customer communities

32. Mixed Metaphors

33. Gartner: Top Use Cases for Social CRM
Marketing Customer service Sales
• Idea management • Peer-to-peer support • Social sales
• New product market • Service customer prospecting and
research feedback research
• New product launch • Service listen and • Social sales
• Social campaigns respond collaboration
• Social Event • Service process
Networking analysis
• Public relations
• Brand/reputation
promotion and
defence

34. Social CRM is… The company’s
response
to the customer’s ownership of
the conversation
Social Media
Peer-to-peer support
Monitoring
Enterprise 2.0 Social sales collaboration
Idea management
Customer
communities all of the above

35. The company’s to the customer’s ownership of
response the conversation
Social Media
Peer-to-peer support
Monitoring
a philosophy and a business strategy
Enterprise 2.0 Social sales collaboration
Customer
Idea management
communities

39. Thank you
www.clearvale.com
enterprisinglysocial.com
rhughes@broadvision.com
@_richardhughes