Presentation given at Social CRM London 2011 #SCRM11

1. three reasons you will do social crm
esteban kolsky
thinkJar

2. what is social crm
crm is a philosophy and a business strategy,
supported by a system and a technology,
designed to improve human interactions in a
business environment.
the company's programmatic response to
the customer's control of the conversation.
paul greenberg
crm at the speed of light
editions 1 through 4 and beyond

3. communities
community
management
“social” analytics
engine
social crm
actionable layer unit
system-of-record
integration layer
erp
crm
scm
record
social crm stack
systems of

4. reason 1 – your customers are talking

5. paradigm or generational shift?
baby generation generation
boomers x y
loyalty service personal internet social
economy economy computes www evolution
1960s
1970s
1980s
1990s
2000s
generational paradigm generational paradigm generational

6. shifting interaction models
traditional 1:1 socially
relationship augmented
1:m:1
relationships
social
biz biz

7. 7 …listening…

8. 8 …engaging…

9. evolution of social deployments
social collaborative
business enterprise
SCRM
E2.0
CRM
Collaboration
1990 2010 2015 2020

10. reason 2 – big data is coming…

11. the data supply of social crm…
function function
business function
rules rules
experience
survey
social noise
channel channel
customer (maybe) customer
community

12. …call for a better analytics engine

13. • Customers demand it
– Better relationships, across channels
– Evolution of the social customer, social business
– More experiences
• Big data is coming
– Volume increases
– Analytics are necessary
• Value comes from collaboration
– Collaborative enterprise
– Value in co-creation

14. reason 3 – it is about collaboration

15. social CRM (external) social customers, social organizations
enterprise 2.0 (internal)
client-facing operations internal operations
R&D
community
function
channel
rules
ERP
biz
SCM
social business pivot point

16. social business framework
R&D PLM KM CRM ERP …
social business platform
integration engine
rules engine reputation engine
collaboration engine
channels (social or not)
communities

17. where we are going we don’t need roads
customer hybrid internal
communities communities communities

18. success in social crm
• Success is fleeting
– Social crm is not well established
– No success stories for proper crm using social yet…
but
• There are examples of success in different
business functions
– Including subset of crm functions
• Success in social media for business, as it
relates to customers can be considered social
crm success
– For now…

19. success in social crm
• Social Service – Widgetbox
– gave users the space to implement a focused community,
– Integrated it with their helpdesk ticketing system
– Widgetbox agents and SME worked in the community.
• Social Sales, Service, Collaboration – Best Buy
– Twelpforce
– Noticed they often had to recommend additional products
– Extended to tap into their catalog, automate searching for
specific recommendations, and automatically placing
links to those products in the forums.
– provided reviews, space for commentaries, and links to
related products.
• Social marketing – Groupon, HBO

20. thanks
have a question? comment? want to talk?
esteban@thinkjar.net
@ekolsky
http://thinkjar.net