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Presentation for a group of SAP CRM consultants to make them more aware about social media and to give them a (very small) introduction in social crm
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Social Media – Social CRM – What is in it for you
Rick Mans - Social Media Evangelist
The Perfect Storm has changed Business Focus
Business has been hit with;
• The Credit Crunch• Globalisation of Competition• Commoditisation of key Activities• Customisation requirements for Products• Expectations for new levels of online
Services
and then there is the Technology impacts around;
• The Ubiquitous Connectivity• Social Collaboration and Networks• The arrival of ‘The Cloud’• etc …..
Another big switch
Publishing is complex and limited to few traditional media and online
merchants
Value is created by aggregating content
(portals)Easy and free publication for all
Value is generated by tools allowing to publish easily
Mai
nly
narr
ow b
and
Mai
nly
Broa
dban
d
2004 2005
Traditional media
Alternative media
Google search
Flickr
Wikipedia
netvibes
Web 1.0 Web 2.0
Broadband is (becoming) a right in Spain and Finland
Technology and social factors have converged over the past few years to create a phenomenon called
social computing
TECHNOLOGY Cheap hardware and software reach the masses. Simple devices that anyone can operate.
SOCIAL CHANGE Consumers look for cost and time efficient technologies, ways to make their voices heard. Younger techno savvy generations pioneer the use of personal networks and viral communication.
Source: Forrester (2006) – Social Computing.
Internet statistics• 100 billion – The number clicks per day• 55 trillion – links on the Internet• 5% - The percentage of global electricity used for
the Internet• 90 trillion – The number of emails sent in 2009• 81% – The percentage of emails that were spam.• 200 billion – The number of spam emails per day
(assuming 81% are spam).
• 1 million - IM messages per second• 8 terabytes – Traffic per seconde• 234 million – The number of websites as of
December 2009.• 47 million – Added websites in 2009.
Social Media statistics• 24 – Hours of video uploaded
every minute onto YouTube• 600k - new members on
Facebook per day• 900.000 -The number of blogs
posts put up every day• 700 million – The number of
photos uploaded per day on Facebook
• 400 million – People on Facebook.
• 50% – Percentage of Facebook users that log in every day.
• 500,000 – The number of active Facebook applications.
• 84% – Percent of social network sites with more women than men.
• 1,73 billion – Internet users worldwide (September 2009).
• 18% – Increase in Internet users since the previous year.
• 126 million – The number of blogs on the Internet (as tracked by BlogPulse).
• 27.3 million – Number of tweets on Twitter per day (November, 2009)
• 57% – Percentage of Twitter’s user base located in the United States.
• 4.25 million – People following @aplusk (Ashton Kutcher, Twitter’s most followed user).
• 1800 – only this many people are following Rick Mans
The Intelligence is in the Connections
Connections between people
Conn
ectio
ns b
etw
een
Info
rmati
on
Social Networks
Groupware
JavascriptBlogging
Databases
File Systems
HTTPKeyword Search
USENET
Wikis
Websites
Directory Portals
2009
Web 1.0
1999
1989
PC Era1977
RSS Widgets
PC’s
2018
Office 2.0
XML
RDF
SPARQLAJAX
FTP IRC
SOAP
Mashups
File Servers
Social Media
Lightweight Collaboration
ATOM
Web 3.0
Web 4.0
Semantic SearchLifestreaming
Natural Language Search
Intelligent personal agents
JavaSaaS
Web 2.0 Flash
OWL
HTML
SGMLSQL
Gopher
P2P
The Web
The DesktopWindows
MacOS
SWRL
OpenID
BBS
VR
Semantic Web
The Internet
Social Web
Web OS
Real-Time Web
Intelligent Web
Microblogging
Memetrackers
Online ServicesConsumer online services
Multimedia CDROMs
Activity streams
Virtual worlds
IT SEEMS TO BE LIKE PINK FLOYD LYRICS: IT CAN MEAN DIFFERENT THINGS TO DIFFERENT PEOPLE, DEPENDING ON YOUR STATE OF MIND
Kevin Maney
HUMAN INTERACTION IN A VIRTUAL WORLD
For me Social Media is
http://www.flickr.com/photos/greenboy/416052683/
who are you?
A new generationGeneration Y, The Millenials, Digital Natives… the future generations are infinately
connected, born and raised digital, and favour values such
as connectedness / community, environmental awareness, authenticity,
freedom and friendship above all else.
What does this mean for a company
• Cut and paste Generation: Today’s youth create their own authentic style but combining different styles.• Generation Search: S=searching and sharing, E=equilibrium, A=achieving, R=rules, C=commitment, H=harmony.• Digitale Generatie: Todays youth … Jongeren van nu vinden het leven in de virtuele wereld even vanzelfsprekend als
daarbuiten; de eerste generatie die opgroeit met digitale media.• My Media Generation: Today’s youth have three basic needs: community, selfexpression and personalisation; the first
'global' generation That can customize everything to its own taste and wants. • Generatie Einstein: Todays youth is smarter, stronger and more social: the first positive generation!
Generation VGeneration Virtual is used to describe a growing online culture in
which people participate, often anonymously, through
personas in a flat, virtual environment. Generation Virtual is not
defined by age, gender, social demographics or geographic
location. It is based on demonstrated accomplishments
(merit) and an increasing preference for the use of digital
media channels to discover information, build knowledge
and share insights.
The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ – Gartner ID Number: G00158087
Or in a more visual wayMultiple Online Personas
use of digital media
genderage
geography
demonstrated achievement
accomplishmentssocial
demographic
“Twitterati”“Clouderati
”
Con
su
mers
on
the W
eb
2.0
http://www.flickr.com/photos/naturalturn/3264726560/
THE END OF THE WEB AS WE KNOW
The Internet and its attendant array of consumer devices, networks and content sources have fundamentally changed how customers, employees and partners expect to interact with the enterprise (Gartner CIO survey 2008/2009).
INTERNET RETAILING IS RESPONSIBLE FOR CIRCA 10% OF TOTAL SALES, THIS IS EXPECTED TO GROW NOT SHRINK
HOWEVER, SOCIAL MEDIA AND NETWORKS INFLUENCE A VERY SIGNIFICANT PORTION (GREATER THAN 40%) OF ALL OFFLINE SALES.
The Historic Focus of CRM projects vs How Customers buy things today
Wikipedia about CRM
Customer relationship management is a broadly recognized,
widely-implemented strategy for managing and nurturing a
company’s interactions with clients and sales
prospects. It involves using technology to organize,
automate, and synchronize business processes—
principally sales activities, but also those
for marketing, customer service, and technical support. The
overall goals are to find, attract, and win new clients,
nurture and retain those the company already has,
entice former clients back into the fold, and reduce the costs
of marketing and client service.
Social CRM
Social CRM is your existing CRM plus the ability to leverage the social web and kick start, manage and ultimately automate the conversation process. Its power lies in the ability for all parts of the organisation but mostly customer services and sales/marketing teams to listen in on conversations (social voyeurism), craft compelling messages, join in on customer conversations (Twitter is being increasingly used in this context) and offer people added value information in real time.
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
Evolution of Organizational Mindset
• Innovation comes from one specialized source within the company (innovation group)
• Frontline employees communicate targeted messages for transactional operations
• Innovation is gathered from all employees as they are closely connected to the final customer and to each other via internal web 2.0 tools. Customers are in the center of the innovation cycle.
• Frontline and non frontline employees engage conversations including new customers in the context and rerouting conversations. New set of employee skills needed.
!!
!!
InteractionConversationContribution
TransactionFeedback
Employee Customer
Employees Customers
Evolution of Technology
• CRM Solutions focused in automating and supporting internal business processes
• CRM Solutions focused in community creation internal and externally
Process Support
Account ManagementContact ManagementActivity Management
Lead / Opp ManagementCampaign Management
Sales ManagementService Management…
Conversation tools
Process Support
Account ManagementContact ManagementActivity Management
Lead / Opp ManagementCampaign Management
Sales ManagementService Management…
Monitoring / Interconnecting tools
RSS
Blogs
Wikis
Social Networks
Widgets
Forums
Podcast
Brand monitoringservices
Datamining
APIsOpen Id
CustomerOwnedData
Cloud Computing
WHAT IS IN IT FOR YOU
Building meaningful relationships
• With your friends and colleagues• With people you don’t know (yet)• Build trust
Increased visibility
Become the go-to-expert
Mind sharing and insight
• Get new insights (for free)• Help others• Get feedback and input from experts• Share your information
(Business) Opportunities
• You can be connected to more people• More people will be able to find you• They will be aware of your expertise
Goldrush
Just like the gold rush, this is going toend…what are you waiting for?
Rick Mans
[email protected]+31 6 512 10 144
http://twitter.com/rickmanshttp://www.linkedin.com/in/rickmans