The document discusses social customer relationship management (Social CRM). It describes how customers are increasingly controlling conversations through social media. It outlines the benefits of social media exposure and commonly used social media tools. It also shows the reach of social media in Belgium and opportunities it presents. The document defines Social CRM and discusses its goals of listening, talking, energizing, supporting, and embracing customers. It provides an example of a Social CRM strategy integrating Foursquare and outlines key features. Finally, it presents a definition of Social CRM as a philosophy, business strategy, and technology platform designed to engage customers in collaborative conversations.

1. IRIMI Social CRM
Facilitate Your Business
2.0 – Digital Focus
Bertrand Prignon
18/04/2012

2. IRIMI Social CRM
Facilitate Your Business
Social Relationship Management
Augmented Client Relationship
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3. IRIMI Social CRM
Facilitate Your Business

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Facilitate Your Business

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Facilitate Your Business
The customer is taking control of the
conversation

6. IRIMI Social CRM
Facilitate Your Business
Benefits of social media exposure
Source: 2012 Social Media Marketing Industry Report – April 2012

7. IRIMI Social CRM
Facilitate Your Business
Commonly used social media tools
Source: 2012 Social Media Marketing Industry Report – April 2012

8. IRIMI Social CRM
Facilitate Your Business
Reach of social media in Belgium
• 78% REACH • 12% REACH
• 4,7 MILLION USERS (ComScore) – 4,4 MILLION (Facebook) • 0,7 MILLION USERS (ComScore)
• 67% REACH • 10% REACH
• 0,6 MILLION USERS (ComScore) – 0,3 MILLION (estimate)
• 4 MILLION USERS (ComScore)
• 12% REACH • 12,5% REACH
• 0,7 MILLION USERS (ComScore) • 0,7 MILLION USERS (ComScore) - 1,1 MILLION (LinkedIn)
Source : ComScore December 2011

9. IRIMI Social CRM
second step / understand the opportunities social networks represent
Facilitate Your Business
Opportunities of social media in Belgium
50% Awareness, reach
of social network users
are connected to brands
44% Product development
is asking to take part in co-creation
of products & advertising
42% Engagement, experience
had a conversation with a brand
via social media
36% Advocacy, recommendation
posted content about a brand
on social networks
Source : InSites Consulting October - 2011

10. IRIMI Social CRM
Facilitate Your Business
Social CRM encompasses a much broader spectrum of customer
interaction spaces which are not controlled by the enterprise.

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Facilitate Your Business

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Facilitate Your Business

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Facilitate Your Business

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Facilitate Your Business

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Facilitate Your Business

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Facilitate Your Business
5 M’s of Social CRM
Monitor Map Manage Middleware Measure

17. IRIMI Social CRM
Facilitate Your Business
Social CRM, an evolution towards a more
collaborative enterprise

18. The Best SCRM Model is…
IRIMI Social CRM
Facilitate Your Business
YOU

19. IRIMI Social CRM
Facilitate Your Business

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Facilitate Your Business

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Facilitate Your Business

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Facilitate Your Business

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Facilitate Your Business

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Facilitate Your Business
Roles Social program objectives
Research Listening
Marketing Talking
Sales Energizing
Support Supporting
Development Embracing
Source : Forrester Research

25. IRIMI Social CRM
Facilitate Your Business
Listening
Learning from what (Research)
your customers are
saying
Source : Forrester Research

26. IRIMI Social CRM
Facilitate Your Business
Talking
Two-way
conversation, (Marketing)
not just shouting
Source : Forrester Research

27. IRIMI Social CRM
Facilitate Your Business
Energizing
Helping your
best customers (Sales)
to recruit others
Source : Forrester Research

28. IRIMI Social CRM
Facilitate Your Business
Supporting
Enabling
your customers (Support)
to support
each other
Source : Forrester Research

29. IRIMI Social CRM
Facilitate Your Business fourth step / define your goals
Embracing
Embracing
Involving
customers (Development)
in your
product
development
Source : Forrester Research

30. IRIMI Social CRM
Facilitate Your Business
Example
Social – Local - Mobile

31. IRIMI Social CRM
Facilitate Your Business

32. IRIMI Social CRM
Facilitate Your Business

33. IRIMI Social CRM
Facilitate Your Business
Features
• Integration of Foursquare
• Reduce time to answer
• Personalize answers

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Facilitate Your Business

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Facilitate Your Business

36. IRIMI Social CRM
Facilitate Your Business
Social CRM
is 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 mutually beneficial value in a
trusted & transparent business environment.
It’s the company's response to the customer’s
ownership of the conversation.
~ Paul Greenberg, Author of CRM at the Speed of Light

37. IRIMI Social CRM
Facilitate Your Business
Thank You
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