Monitoring, Management & Promise of Social CRM
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Transcript of Monitoring, Management & Promise of Social CRM
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Monitoring, Management and the Promise of
Social CRM
FRESH GROUND, INC.
Todd Van Hoosear@vanhoosear
(with help from Dan Bruns of Mzinga)
Todd Van Hoosear@vanhoosear
Chuck [email protected]@itsfreshground.comFresh Ground, Inc.
www.itsfreshground.com
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Social Organization
Fresh Ground, Inc.
The Old Model
MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense
The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
The Social Organization
The Reality
Fresh Ground, Inc.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
As a result, the pressure on businesses is higher than ever…
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 13
According to IDC, the cost of NOT easily finding information = $3,300 per employee each year
(That’s $3.3M in annual lost opportunity cost for a business of 1000 people)
Work smarter & more efficiently.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 14
30% of consumers rely less on advertising, and much more on recommendations from friends and family for making buying decisions.
Build brand credibility & buyer trust.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 15
More than 90% of customers' issues haven't been unearthed in most organizations, and in addition, often the organization doesn't have answers for them, according to Forrester Research.
These issues lead to long support calls, poor issue resolution, cost increases and customer dissatisfaction.
Reduce customer response times.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 16
The primary driver of a consumer's loyalty is their experience with your business, product or service.
Yet, marketers on average only invest
20% of their programs in loyalty and customer experience efforts.
Improve customer loyalty & satisfaction
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Enter Social CRM
Todd Van Hoosear@vanhoosear
Chuck [email protected]@itsfreshground.comFresh Ground, Inc.
www.itsfreshground.com
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
What is it?
“…designed to engage the customer in a collaborative conversation in order to provide a mutually beneficial value in a trusted and transparent business environment.”
- Paul Greenberg, and author
“The tools and processes that encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers.”
-Mitch Lieberman
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
“Ultimately social media is not about the tools, technology and whiz-bang things. It’s
about culture and culture change.” - @ScottMonty
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Evolving Capabilities
Content Creation
Monitoring & Reporting
Platform Integration
Workflow Management
Unified View of Customer
1
2
3
4
5
(Social CRM)
(Where we are today)
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Five I’s of Social CRM
InformationTraditional Customer Relationship Management (CRM) system are all about information. But too often, traditional CRM systems focus on standardizing and sharing the information rather than on trying to manage the relationship.
InteractionWhen you introduce social technologies, relationships move to the forefront and control shifts to the customer. Interaction can drive more fulfilling and engaging relationships between and among the customers and you.
1.2.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Five I’s of Social CRM
IntegrationBut information and interaction aren't enough. You own the information and the customer owns the conversation. You need integration. Because ultimately you can't just give your customer a voice in just one spot.
InfluenceBut don't be fooled! Not all of your customers will interact with you - and what they say shouldn't necessarily dictate where you should go.
InsightFostering interaction with and among your customers probably drives value, but you can't be sure unless you measure it.
3.4.5.
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
The Social Organization
Fresh Ground, Inc.
A New Model
IdeateFlickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense
ShareFlickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense
ListenFlickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense
ChangeFlickr image uploaded by adam*bShared under Creative CommonsAttribution 2.0 GenericLicense
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Traditional business processes
Often hierarchal and siloed, but critical to business goals and success
Product Mkting Sales Services
Corporate Strategy
Information Systems
Human Resources
Finance & Administration
Unstructured social interactions
that streamline communication, enhance relationships, etc.
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And can transform the way you do business…
Role-based solutionsTransform business processes to
improve productivity, efficiencies & revenue growth
Services
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
To solve the challenges that keep you up at night…
Services & Support
How can I reduce support costs?How can I reduce response times in addressing client issues?How can I improve customer satisfaction & loyalty?
How can I develop long-term relationships with customers?How can I reduce my sales cycle?How can I accelerate new client acquisition & upsell opportunities?
Sales
ProductHow can I innovate my products faster?How can I stay abreast of market research for R&D?How can I streamline my product development process?
MarketingHow can I improve brand visibility?How can I drive enhanced demand generation?How can I increase website traffic & ad revenue?
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Social CRM Solves 3 Ailments…
FISHBOWL SYNDROME
SHINY OBJECT SYNDROME
TALKING HEAD SYNDROME
MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
A few action items to get you started….
Determine a few initial goals (and start simple & small)Rally a few champions to support your planSet your sights on a small segment of customersSet some basic guidelines & communication plansFocus on value, not volume of interactionMake it easy to interactBe responsiveMonitor and assess results
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MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l
Monitoring, Management and the Promise of
Social CRM
FRESH GROUND, INC.
Todd Van Hoosear@vanhoosear
THANKS!
Todd Van Hoosear@vanhoosear
Chuck [email protected]@itsfreshground.comFresh Ground, Inc.
www.itsfreshground.com