SCRM Part 1 Slides: A Discussion on the 5Ms and Marketing Use Cases

Social CRM Use Cases:5Ms and Marketing

R “Ray” WangPartner

1

April 8, 2010

Jeremiah OwyangPartner

© 2010 Altimeter Group

2

Focus on Community

About Open Research

#SCRMWebinar

Join the Pioneers

• http://groups.google.com/group/social-crm-pioneers

Recording and slides will be available on our blogs


3

Ecosystem contributors (Partial list) Ecosystem involvement

Nenshad Bardoliwalla,

Paul Greenberg: The 56 Group, LLC

Dion Hinchcliffe: Hinchcliffe & Company

Erin Kinikin,

Esteban Kolsky: Thinkjar LLC

Marshall Lager: Third Idea Consulting LLC

Brent Leary: CRM Essentials LLC

John Lovett: Web Analytics Demystified

Oliver Marks: The Sovos Group

John Ragsdale: TSIA

Susan Scrupski: The 2.0 Adoption Council

Josh Weinberger: CRM Magazine


4

Agenda

Background and Introduction

Frameworks: Entry Points and Use Cases

Baseline: Starting with the 5 Ms

The Four Social CRM Marketing Use Cases

Next Steps


5

Social CRM represents a continuing journey by

organizations to deliver the right customer

experience at the right time. It’s NOT just about

technologies. It’s NOT just about business

processes. It’s fundamentally how to and where to

reengage with customers in both social channels

and the traditional world.

The customer experience journey continues with Social CRM

Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917

Customers Have Moved, Companies Fallen Behind



Social will be like air

Source: Pew Resource Center’s Internet and American Life Project (October 8, 2009)

7


8

Facebook is second biggest site in US

Source: Compete.com (January 2010)


Time spent on Facebook increased by 10% in January 2010 alone

Source: Nielsen (February 16, 2010)

9


10

50 million tweets a day on Twitter

Source: Twitter (February 22, 2010)


Brands are trying to catch up11

www.engagementdb.com


For companies, real time is not fast enough, Ex. Motrin responded to angry moms within 24 hours – it was too slow.

Companies are unable to scale to meet the needs of social, Ex. Dell and ComcastCares community managers cannot scale to meet all customer interactions

Customers don’t care what department you’re in they just want their problem fixed.

• @dooce’s support problem with Maytag quickly became a PR nightmare – had the support group known she was an influencer (and what it means), they could have supported her better.

Companies cannot keep up12


Outdated frameworks and pet theories relegate discussions to incremental fixes.

Organizations realize they are no longer in charge. They often lack a credible strategy that empowers employees to catch up to customers.

Although ComcastCares has over 10 employees responding in social channels, they can’t scale. Furthermore, a proliferation of new social networks and mobile tools are appearing at an increased pace – organizations will fall further behind.

The result – tremendous amounts of waste in piecemeal data, customer records, APIs, and experiences – leaving companies unable to efficiently reach customers, prospects, and partners.

Companies know the problem will get worse before it gets better

13


Mindset Change



This does not replace CRM systems – but augments them.

This should be done in addition to existing CRM programs.

Remember the rules of engaging with customers – the communities are in charge.

Change your mindset15


Frameworks: Entry Points and Use

Cases


Image by Hexadecimal Time used with a Attribution as directed by Creative http://www.flickr.com/photos/hexadecimal_time/3238546967


Face to Face

Phone

Web

Machine to Machine

Community

Mobile

© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States

Choose Your Entry Points to Business Value


Marketing SalesService & Support

Innovation

Collaboration

CustomerExperienc

e

2. Social Marketing Insights

3. Rapid Social

Marketing Response

4. Social Campaign Tracking

1. Social Customer Insights: The 5M’s

5. Social Event

Management

6. Social Sales

Insights

7. Rapid Social Sales Response

8. Proactive Social Lead Generation

9. Social Support Insights

10. Rapid Social

Response

11. Peer-to-Peer Unpaid

Armies

12. Innovations

Insights

13.Crowdsource

d R&D

14. Collaboration Insights

15. Enterprise

Collaboration

17. Seamless Customer

Experience

18. VIP Experience

16. Extended

Collaboration


The 18 Use Cases of Social CRM



Not All 18 Social CRM Use Cases are Market Ready


Baseline: Starting with the 5 Ms



Start with the Five 5Ms21


Provide listening capabilities to filter out noise from the social sphere. Encapsulate both metrics and measurement. Extract insights making measurement more effective.

Brand monitoring software that monitors and scrapes the social web, has team-based workflows and connects to existing CRM databases.

Use tightly scoped keywords to define the search parameters. Yet don't go too tight or you miss key opportunities – going too wide results in too much noise.

Vendors to watch: Biz360, Buzzmetrics (Nielsen), Cymfony, Radian6, SAS Institute, Scoutlabs, Visible Technologies

Monitoring22


Mapping solutions identify relationships. Due to lack of single identity, companies must link social profiles to customer records to provide a holistic experience.

First, find existing public profiles to match, like LinkedIn and Google profiles. Additional database fields must be created that match customer records to social profiles.

The trick is to get them to map their profiles for you. Entice them with rewards, better service, and special deals in an opt-in manner.

Vendors to watch: Facebook (profiles), Gigya, Google (profiles), OpenID, SalesView, Spredfast, Sprinklr

MDM vendors to watch: D&B Purisma, IBM, Informatica, Oracle

Mapping23


Without a purpose, social data is unactionable. Business rules and processes are needed to triage the right information to the right teams in real-time.

Tie back the social world and channels to existing innovation, marketing, sales, support and service processes. Triage profiles to create prioritization frameworks.

Companies must develop a crises plan for worst possible scenarios and conduct internal fire drills. Expect the worst to happen on Friday afternoons.

Vendors to watch: CoTweet, Infor, KANA, Oracle, RightNow Technologies, SAP, SAS, SugarCRM

Management24


Middleware technologies glue the social world to the enterprise. Data must seamlessly flow between systems, and advanced dashboards that provide intelligence.

Apply technologies such as complex event processing, business process management, business rules, workflows, data integration, and process orchestration among disparate systems.

Develop business rules based on your unique processes. Include workflows, complex event processing, and enablement technologies to respond.

Vendors to watch: Boomi, D&B Purisma, IBM, Informatica, Oracle, Pervasive, Progress Software, SAS DataFlux, SOA Software, Software AG, TIBCO

Middleware25


What you can’t measure you can’t improve, therefore organizations must be able to benchmark what’s been done.

Advanced dashboards that provide intelligence. Measure based on business objective like improved satisfaction, spread of message.

Rely on data to provide benchmarks, trending, prediction, and sentiment. Bring the insight into actionable state.

Vendors to watch: IBM Cognos, Information Builders, Microsoft, Oracle Hyperion, QlikView, SAP Business Objects, SAS Institute

Measurement26


Social CRM Marketing Use Cases



Social CRM marketing use cases28


29

Not all Marketing use cases are market ready



"Listen before talking."

To be effective, marketers must listen to what consumers are already saying, making them relevant when they deploy their social marketing efforts.

Identify top influencers, rank top conversations, prioritize top channels, identify velocity of discussion, and gauge the tone of topics.

Sophisticated marketers will create their own “private focus groups” using insight community vendors.

Social Marketing Insights (M1)30


High tech firm discovers 70% of market spend is not reaching target audience.

Example Social Marketing Insights (M1)

31



Market Demand Index: 4.00 Tech Maturity Index: 4.00


Alterian Biz360 BlogPulse (Nielsen) Brandwatch BuzzLogic BuzzMetrics (Nielsen) Cymfony Dow Jones Insight Get Satisfaction IBM Atlas for Lotus Connections Jive Software (Filtrbox) Microsoft Dynamics Overtone Radian6

RightNow Technologies SAS Institute Scout Labs Spiral16 Sysomos Telligent Visible Technologies

Insight community vendors:

Communispace Passenger



“Defending the brand."

Companies can no longer afford to slowly respond to customers, as a blogger can trigger a discussion that results in mainstream PR crises

Brands will have to identify what's being said, the severity of the information, the influence of that person, and context of previous interactions. They must quickly triage to respond in near real-time.

The Social CRM system provides coordination among teams.

Rapid Social Marketing Response (M2)

34


Brands Are Getting Punk’d By Social http://www.web-strategist.com/blog/2008/05/02/a-

chonology-of-brands-that-got-punkd-by-social-media/


35



36



Alterian CoTweet (ExactTarget) Hootsuite Jive Software Microsoft Dynamics Radian6 RightNow Technologies Salesforce.com SAP Scout Labs Telligent Visible Technologies


37


"Optimizing in flight."

Unlike traditional advertising, social marketing is constantly changing and requires constant attention and massaging.

Track what's being said in order to quickly respond. Constantly monitor sentiment, velocity, discussion, and relationships in order to make real-time course corrections.

For example, a social gaming company used Social Campaign Tracking to learn about the right language and conversations to participate in. It changed key elements of its product launch – shifting from a print campaign to an actual offer in a country specific multi-player environment which led to a 23% increase in sales.

Social Campaign Tracking (M3)38


Restaurant tests offer effectiveness in different Facebook Fan Pages and discovers a new cash and carry market.

Savvy brands will look for conversation hot spots and amplify that activity.

Build your marketing plan with flexibility as part of the program –don’t be rigid.






Alterian Biz360 Dow Jones Insight Overtone Radian6 SAS Institute Scout Labs Visible Technologies



“What happens in person goes social."

Events are no longer a fixed period of time. Marketers must use social to promote the event to connect customers, improve the event experience in real-time, and track mentions and follow-ups for lead generation.

Attendees already supplement traditional events with live chat press conferences, video uploads, and podcasts.

Don’t expect this to be limited to physical events.

The goal – provide speakers with feedback, answer audience questions, and gauge overall sentiment.

Social Event Management (M4)42


IBM Impact aggregates the conversation

43


The offline world and online world are intricately related.

Develop a before, during, and after strategy.

Integrate virtual events with existing communities.

Take input from the community – feature and enable them in addition to speakers.






Alterian Biz360 Dow Jones Insight Gigya InXpo ON24 Overtone Radian6 Scout Labs Unisfair Visible Technologies



Next Steps



1. Forward them the report: http://bit.ly/socialcrmpaper

2. Ask them to define which use cases they specialize in.

3. Ask to see a roadmap of which use cases they’ll be launching in coming quarters.

4. Ask how they’ll work with other SCRM vendors that offer use cases that they can’t deliver.

When working with vendors48


Begin with the end in mind. Decide what to measure. Start with Social Customer Insights. Identify your targets. Choose a use case. Design for the future state processes. Consider change management. Align back to existing CRM processes. Test. Refine. Repeat.

Next steps49


Follow the blogs: Software Insider and Web Strategy

Join the Twitter discussion #scrm Become a pioneer Watch for future webinars

Future work50


51

R “Ray” [email protected]

blog.softwareinsider.org

Twitter: rwang0

Thank you

Jeremiah [email protected]

web-strategist.com/blog

Twitter: jowyang

With assistance from Christine Tran, Researcher

52

Altimeter Group is a Silicon Valley-based strategy

research and

consulting firm that provides companies with a

pragmatic

approach to disruptive technologies. We have four

areas of

focus: Leadership and Management, Customer Strategy,

Enterprise Strategy, and Innovation and Design.

Visit us at http://www.altimetergroup.com or contact

[email protected].

About Us

http://www.altimetergroup.com/

Documents

SCRM Part 1 Slides: A Discussion on the 5Ms and Marketing Use Cases