Expanding Your Social Business in a Global Market
Social
Jesús HoyosManaging Partner
@jesus_hoyoswww.jesushoyos.com
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About Jesús Hoyos
Google Me: Jesus Hoyos, CRM
LinkedIn: http://www.linkedin.com/in/jesushoyos
Twitter: @jesus_hoyos
Email: [email protected]
More: http://about.me/jesushoyos
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Topic: Social Business in a Global Market
CRM principals are the same no matter where you go, but how those principals work best – and what is appropriate legally and culturally – can vary dramatically from place to place.
How to expand your social business internationally? … without overlooking key details like data elements, privacy, laws, culture, the Social CRM aspects of collaboration and deploying social business in multinationals.
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Key Trends
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The Gartner 2011 CIO Survey reveals that almost half of all CIOs expect to operate their applications and infrastructures via cloud technologies within the next five years
Article Source: http://EzineArticles.com/6642962
The 2011 IBM Global CIO study results uncover that both CEOs and CIOs focuses over the next 5 years are in Insight and Intelligence, Client intimacy, people skills, Risk Management, Enterprise model changes, Industry model changes and Revenue model changes.
Article Source: http://EzineArticles.com/6642962
A survey by IT staffing company, Robert Half Technology of 1400 CIOs across the United States found that more than half are predicting that real-time collaboration technologies such as Jive and SharePoint will surpass email as the chief form of internal communications in the next 5 years.
Article Source: http://EzineArticles.com/6642962
The CIO Tech Poll in July 2011 shows that Top areas for investments include cloud computing services (62%), BI & analytics (57%), hardware infrastructure: tablets (55%) and mobile/wireless (54%).
Article Source: http://EzineArticles.com/6642962
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Key Areas
Community PlatformsInternal and External Communities
Internal Collaboration to manage customersB2BB2C
Big Data Knowledge Management
Workflow and BPM Web and Mobile Apps
Consumers Apps in the Enterprise Video / Facetime04/10/2023 ©2012 SugarCRM Inc. All rights reserved. 6
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Are we collaborating in the enterprise?
1. Create a private Google site or Facebook group?
2. Open a Yammer account before we get access to Sharepoint?
3. BCC the VP of Customer Service
4. Don’t discuss the project failures in the next meeting
5. Waterfall vs Agile/Scrum6. Are we ready to be agile and innovate?
7. Are we getting ideas from consumers?8. The CEO only has 15 minutes to listen to us?9. Where is that updated project plan?04/10/2023 ©2012 SugarCRM Inc. All rights reserved. 7
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Social Business in other parts of the world
Relationships carry more power than data
It is not about a status update or LinkedIn
It is the hand shake, the hug
It is the dinner, it is who you know
It is personal, it is family
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Key Facts
Most International Companies are family owned
The Carlos Slim EffectGrupo CarsoTelcelTelmexAmerica Movil
Many Latin American companies are expanding
SURA buys ING Latin AmericaJuan Valdez is now in the United States marketCemex is everywhere
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Key Areas to Consider
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Geography
Consider cities, countries and regional differences (business units are not countries)
Geopolitical risks - part of your change management
Design your Social Business program and software globally but deploy it locally
projects can fail when one business unit is collaboration-centric and the another one is focused 100% in cutting costsallow different social business technologies to be used – locally or globally
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Processes and Functionality
Make sure you have standard processes that can be adjusted to the realities of each country and region
Make sure that the functionality deployed can be changed quickly. You do not want the local business unit to wait six months for new functionality.
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Best Practices ARE not Best Practices
Many best practices in U.S. are not really best practices in Latin America or in any of the BRICS’ countries.
Best practices some time are bad practices when deployed in many countries or regions.
Make sure you monitor all processes and functionality to make sure if they all make sense as best practices.
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SaaS & OnPremise
Validate the differences between SaaS and OnPremise for your deployment on each country.
If you decide to use a SaaS solution, be aware that we are in the era of the One-Click Deployment - validate GAP in knowledge and execution.
Legal and Privacy aspects can affect a deployment in each country.
Talk to Legal.
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Change Management
Do not push your CRM projects to the countries. HQ and the local business units need to buy-in the project and a good change management process needs to be in place.
Use local Project Managers.
Training and more training.
Have a realistic budget that goes beyond technology.
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Users
I think you heard this one before – “Start with the early adopters or power-users”.
I will recommend the contrary, start with the employees that will give you problems with change management or adopting the CRM strategy…. You need to start early with the late adopters.
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Use tools and methodolgy that enables collaboration
Agile/Scrum Wikis
Project ManagementKnowledgeBase
GotoMeeting, Webex Mindjet – share ideas eLearning Tools
Involve HR in the local countries Make your IT gives you access to the Internet
8/14/10 Managing Int'l CRM Projects 17
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Some ideas before deploying a Globals Social Business strategy
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Discuss Benefits at the local region Static project management tool vs. real-time
collaboration Time to market
Crowdsourcing Reduce cost in information finding
Talent retention and productivity Manage risks faster
Agile Innovation
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Why Collaborate?
It is about change management
It is about learning from failures
Goldfish effect
It is about KPIs
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Six Steps to start Collaborating (by region, country)
1. Education and Training
2. Assess Company Culture 3. Learn what failed (history of projects)
4. Set objectives, goals and metrics
5. Make an action plan
6. Start a pilot project
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Step 1: Education and Training
Industry research in your industry or field Learn about Agile/Scrum
Create a wiki or a Google Docs to share content
Bookmark content with Diigo
Avoid using internal email to share information
Use the free trials from the collaboration tools
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Step 2: Assess Company Culture Personalities – advocate vs. detractors Are we digital yet?
Capable to collaborate Internal needs and requirements
Are we PMI Certified? Can we innovate?
Share case studies in your industry Can HR help with change management? Can we avoid the Netflix effect?
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Step 3: Learn what failed (history of projects)
Past success stories Past failures
Document what happened Learn from lessons
Setup new metrics to learn Be ready to fail again but be sure to improve
fast Be agile
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Step 4: Set objectives, goals and metrics
Based on the first 3 steps setup goals, objectives and metrics
Gather a list of requirements and process to start collaborating and innovating
Link requirements to real company problems and solutions
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Step 5: Set up an action plan
Project Charter – use a collaboration tool for this
Look for executive buy in Look for staff buy in It is not just that they accept the project but
they are part of it – there needs to be commitment
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Step 5: Start a pilot program
In Phases Use Collaboration tools Measure results everyday Be ready to fail Always on “beta” Be ready for change Be agile
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Q & A
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Thanks!
Jesús Hoyos
@jesus_hoyos
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