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Social CRM (SCRM) goes beyond traditional CRM to incorporate social media into the capture of customer relationship information. A Social CRM tool set is intended to help folks within a company deepen their business relationships collecting actionable intelligence from your social channels to help propel your business. This slide preso highlights what's required to incorporate SCRM into your business model.
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Social CRM SolutionThe integration of social media &
traditional CRM
May 2009
Traditional CRM versus Social CRM
• Traditional CRM (CRM 1.0): – Focused on operational
effectiveness.• SCRM (CRM 2.0):
– Incorporates CRM 1.0 functionality/benefits.
– Business strategy of engaging customers in collaborative conversation. Also on collecting actionable intelligence on conversations.
– Transparent.– Requires corporate culture
embracing social relationships mindset.
SCRM Strategy
Customer pyramid in SCRM world
Target Prospects
Find customer
Capture customer
Retain customer (& up-sell)
Customers
Customer Champions
Prospects
Conversation- & customer-centric
Revenues
Collaboration
RelationshipsConversations
Extend CRM to include gathering conversations, buzz tracking, sentiment
scoring.
SCRM Benefits
“Centrifies” customer
• Puts customer at core of business strategy.
• Humanizes company.– People buy from people.
• Heightens customer loyalty.
Enhances, accelerates, & lowers cost of innovation.
– Inspirations from customers & partners, as well as employees.
Leap frogs innovation
Automates content creation
Monitor conversations.
Tap into content created by users or other helpful folks.
Automate content creation.
Release content into Knowledge Base & back
into social channels.
High-grades social channels
Ongoing analysis of most valuable social channels for your company.– Places where your
customers & partners hang out.
– Sources of new prospects.
Inside SCRM solution
SCRM spheres
Process support (= CRM 1.0)
Accounts, Contacts, Activities, Leads, Opps,
Campaigns, Service, etc.
Conversation tools
RSS
Blogs / Podcasts
Wikis
Social networks
OpenID
Forums / Community discussions
Widgets
Monitoring & interconnecting tools
Customer-owned data
Brand monitoring services
Data mining
APIs
Cloud computingOriginal slide created by Fabio Cipriani.
http://www.slideshare.net/fhcipriani/social-crm-presentation-761225
SCRM solution
Mktg & Campaign mgmt
Lead & Contact mgmt
Opp mgmt
Services & case mgmt
Traditional CRM * User specific
* Structured data
Social media monitoring
Compile generalized non-user specific info
- Aggregated convos,- Buzz tracking,- Sentiment scoring.
(SF Service Cloud, Radian6, etc)
SCRM solution
Customers
Partners
Supporters
Relationships
Identify user?
Yes
All (Identifiable & non-idable)
Gated community
Opt-in (emails,
etc)
Content Mgmt
Social Media Channels
Social networks (FB, LI, etc).
Social bookmarks
Communities
Twitter ecosystem
Blogs
Documents
Other
Sources of conversations
Actionable intelligence
About
15
Kathy helps companies ignite positive change by holistically
fusing people, process, and technology.
1
Her diverse experience helps companies optimize customer relationships and
marketing strategies, grounded in the ways real people relate and do business with each
other.
Kathy Herrmann
16
Centers of Excellence
1
• Change management:• Strategy design.• Process design & definition.• Business requirements definition and
documentation.• Project management.• Social business adoption.
• Business intelligence:• Insightful meaning driven by data • analysis.• Data mining.• Business case development.
• Economic valuation (ROI):• Including social media ROI.
