The document discusses the rise of social CRM and what it means for businesses. Social CRM is defined as a philosophy, business strategy, and technology platform designed to engage customers in collaborative conversations to provide mutually beneficial value. However, 38% of marketers have not begun planning social CRM initiatives. Social CRM myths that paralyze businesses are discussed. The benefits of social CRM for marketing, customer service, and sales are outlined.

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,
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.”
Paul Greenberg

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. Talking Discussing
Hearing Listening
Public Social
Non-synonyms

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
Customer communities
“Enterprise 2.0” Social Media

32. Mixed Metaphors

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

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

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

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