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SOCIAL CRMWhen 2 Worlds Meet
1
2
SOCIAL MEDIAThe limitations of
Social is certainly not obvious for each and every organisation.
SOCIAL MEDIAThe limitations of
Even realtime is not fast enough.
SOCIAL MEDIAThe limitations of
Impossible to scale.
SOCIAL MEDIAThe limitations of
Customers don’t really care about departments.
CRMThe limitations of
Even though very customer-focused, the customer is not actively involved.
CRMThe limitations of
Company CustomerINSIDE OUT
CRMThe limitations of
Company CustomerINSIDE OUT
Other customer
Other customer
Other customer
Other customer
social media crm
Forrester, The future of the social web
2006 2007 2008 2009 2010 2011 2012 2013 2014
Social relationships
Social functionality
Social colonization
Social context
Social commerce
Forrester, The future of the social web
2006 2007 2008 2009 2010 2011 2012 2013 2014
Social relationships
Social functionality
Social colonization
Social context
Social commerce
people talking to each other online, yet no social networks
social networking “friends” (walled gardens) social identies
(Facebook Connect)
customisation based on social profiles
power to the (connected) customer (social CRM)
SOCIAL MEDIA AND CRM
WILL THEY BLEND?
LET’S FIND OUT TODAY ...
1. What is this social CRM all about?
2. Advantages and opportunities
3. Putting SCRM into practice
4. Takeaway tweets
SO WHAT IS THISSOCIAL CRM ALL ABOUT?
1
I GUESS WE ALL AGREE
THE WORLD HAS CHANGED
PEOPLE
CUSTOMERS
TRUST
have access to every possible information, therefore ...
no longer need to listen, they’ll just talk to each other. Meaning ...
today works totally different then it used to.
Disagree? Ask
Traditional
Today
Forrester
YOUR BEST CUSTOMER ISN’T NECESSARILY
THE ONE WHO BUYS MOST
Who is your most valuable customer?
purc
hase
val
ue
€
€€
€€€
€€€€
The 80/20 rule
The 80/20 rule
Who is your most valuable customer?pu
rcha
se v
alu
e
€
€€
€€€
€€€€
The 90/9/1 rule*
con
ten
t co
ntr
ibu
tion
90% audience
9% editors
1% creators
*cc Jake McKee & 90-9-1.com
The 80/20 rule
Who is your most valuable customer?pu
rcha
se v
alu
e
€
€€
€€€
€€€€
The 90/9/1 rule*
con
ten
t co
ntr
ibu
tion
90% audience
keep
*cc Jake McKee & 90-9-1.com
1% creators
The 80/20 rule
Who is your most valuable customer?pu
rcha
se v
alu
e
€
€€
€€€
€€€€
The 90/9/1 rule*
con
ten
t co
ntr
ibu
tion
90% audience
keep
grow
*cc Jake McKee & 90-9-1.com
1% creators
The 80/20 rule
Who is your most valuable customer?pu
rcha
se v
alu
e
€
€€
€€€
€€€€
The 90/9/1 rule*
con
ten
t co
ntr
ibu
tion
90% audience
keep
grow
*cc Jake McKee & 90-9-1.com
1% creators
acquire
Social CRM is the company's response to the customer's ownership of the conversation.
Paul Greenberg
Social CRM is a company’s necessary response to its
customers’ transformation from spectators to
participants and their subsequent co-ownership of the
brand, based on their needs rather than on your rules.
relationship managementsocial customer
? ?
?
Company CustomerTRADITIONAL CRM: INSIDE OUT
SOCIAL CRM: OUTSIDE IN
Company CustomerTRADITIONAL CRM: INSIDE OUT
SOCIAL CRM: OUTSIDE IN
Other customer
Other customer
Other customer
Other customer
Company CustomerTRADITIONAL CRM: INSIDE OUT
SOCIAL CRM: OUTSIDE IN
SO WHAT REALLY IS
THE DIFFERENCE?
WHO
WHAT
WHEN
WHERE
WHY
HOW
Assigned departments
Company defined proces
Business hours
Defined channels
Transaction
Inside out
Everyone
Customer defined proces
Customer sets the hours
Customer-driven dynamic channels
Interaction
Outside in
ADVANTAGESAND OPPORTUNITIES
2
MARKETING & PR1
SALES2
CUSTOMER SERVICE3
Purpose of “Social” ?
1. Marketing and PR 2. Sales 3. Customer Support
Source: FollowFridays Survey
83%
13%2%
MARKETING & PR1
✓ Listening allows you to reach out to prospects at the very moment they have a specific need.
✓ Better analysis of marketing effectiveness.
✓ Social media as a currency.
69,2
19,211,5
75
21,9
3,1
75
18,8
pre-campaign campaign post-campaign
= negative = neutral
A better analysis of marketing effects.
6,3
= postive
TastiRewards incentivizes customers to associate their Twitter, Facebook and Foursquare accounts with their Tasti D-Lite membership cards.
Each time your card is swiped, your Twitter/Facebook/Foursquare status is updated and you earn extra points.
The value of sharing.
The value of sharing.
each share equals $1.78 in ticket sales
SALES2
✓ Enriching prospect and customer data with social interactions to get a better view of the client.
Imagine I’d also be asked for my
social profiles in order to provide sales
people with “socially enriched leads”.
CUSTOMER SERVICE3
✓ Proactive problem solving and answering to customers.✓ Better view of the client’s situation (history,
influence, ...).
“Twitter has changed the culture of our company.”Brian Roberts, Comcast CEO
Comcastcares
PUTTING THINGSINTO PRACTICE
3
THE FIVE M’S OF SOCIAL CRMMMMM
✓ Monitoring✓ Mapping✓ Management✓ Middleware✓ Measure
According to Altimeter
MONITORING1
✓ Similar to social media, you can’t engage in social CRM without listening first.
✓ Monitor the social web for relevant content.
MAPPING2
✓ Identify who’s talking. Do we already know this person on other social networks, our own database, ...?
✓ Get people to map their profiles themselves (in return for rewards).
MANAGEMENT3
✓ The rules and processes that define what we’re going to do with what we just learned:
✓ When are we going to respond how?
✓ How do we dispatch information to whom (remember social crm is about the entire organisation)?
MIDDLEWARE4
✓ The seamless integration of social and corporate data.
MEASURE5
✓ We probably no longer need to convince you of the importance of measuring ...
✓ Yet what you can’t measure, you can’t improve.
18 use cases to have a look at. We picked a few for this next example.
LET’S TRY
AN EXAMPLE
Remember this bike?
Let’s imagine for a second we’re bicycle dealers and want to sell Bart a new bike.
AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE
1 2
Bart has done extensive research, yet he can’t decide between two models. In order to make a final decision, he turns to his friends.
Choose my bike
http://www.url.com1
Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper.
Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper.
http://www.url.com1
Don’t pick the designer bike. Way too expensive! The Kalkhoff is better, even features built-in USB!
OR
1 So why is this interesting?
✓ Bart discusses both bikes (and probably the dealership as well) extensively with his online friends.
✓ If the dealer manages to monitor these conversations properly, he’ll have access to sales information he’s never had before.
✓ Moreover, the conversation might well have drawn in a number of other interesting leads.
Bart decides to buy this bike.
AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE
1 2
Just like any other consumer, Bart’s pretty excited about his new purchase.As soon as he returns home, he immediately visits his favorite online social networks to share his enthousiasm with friends and family.
http://www.url.com2
Woot! Just bought myself a new bike!
Super!
Which one did you pick?
Wow! What color did you choose?
I like!
That’s great news! Yet as a bicycle dealer, we’re missing quite an opportunity. Let’s help Bart share his enthousiasm.
http://www.url.com2
Woot! Just bought myself a new bike! Go have a look at http://bycic.ly/47z6m
Super!
I want one too!!!
OMG! USB!
I like!
Bycic.ly
http://www.url.com2
Congratulations Bart with your brand new Kalkhoff bike. Have fun!
Super!
I want one too!!!
OMG! USB!
I like!
Bike specifications
2 So why is this interesting?
✓ We’re optimally using Bart’s enthousiasm to tell his friends about the Kalkhoff brand.
✓ Comments and congratulations provide us with interesting insights on why people (dis)like the bike.
✓ And again, the conversation might well have drawn a number of new leads.
✓ We’re able to find out which of our customers are able to reach the largest network of friends.
WHY THE BICYLE DEALER BENEFITS
✓ Enrich (map) our database with social profiles.✓ Topic of conversation among Bart’s friends.✓ Closely monitor the conversation.✓ Gather leads based on comments and discussions.✓ Confirm customers in their purchase decision.✓ WOM: Bart becomes our most trusted sales representative.
TAKEAWAYTWEETS5
4
Social CRM is not a replacement for traditional CRM, nor for social media.74 characters
It’s a solution to business problems that have always existed.62 characters
SCRM is a (long-term) strategy. Technology only is the enabler.63 characters
There’s no such thing as one size fits all.43 characters
We’re just scratching the surface. And you should do that too*.62 characters
* don’t worry: while you’re doing so, we’ll be glad to help you.
thanks you!
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Follow Fridays Briefing !
Contact Info
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