On Demand Education Ltd - Socializing CRM On Demand
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Transcript of On Demand Education Ltd - Socializing CRM On Demand
Socializing CRM On Demand
Rev 2.1 January 2011
Agenda
• Overview of Presentation– Opening Premise– The 4Cs
• Socialized CRM On Demand– Where can I get it?– a Strategy– Implementation– Sales Teams– Marketing Teams– Sharing, Mashup, Metrics
• Old Model, New Model– Practical Suggestions– Some Examples
• Myth or Reality?
Overview
• The objective of this presentation is to address in very high-level terms some of the principles, challenges and applications of Social CRM in a CRM On Demand deployment.
• The high-level agenda is :• Where does Social CRM fit in to the CRM On Demand Big
Picture?– Why is it important to CRM business?– What Strategy might a company need?– What Tools might a company need?
CRM : An Opening Premise
• Traditional Customer Relationship Management
• Twenty years ago, businesses knew every client, every contact, their wives, children and pets.
• Then we spent the next twenty years trying to dehumanize the relationship– Reduced physical sales interaction in showrooms and shops– increased virtual showrooms like the Internet– Distanced support systems from the customer– Created self service systems to eliminate interaction
• This is an extreme example, but it is true to some extent in most industries and companies
CRM : An Opening Premise (suite)
• Businesses then woke up and realized they needed to analyze, slice and dice all the interactions they had so carefully virtualized and computerized:
– Customer Trend Analysis– Performance Analysis– Sales Analysis
• But at some point, the customer was going to want to talk to a human – so they jumped on Community Boards, Blogs, and now Social Networking
The 4 Cs
– Social CRM (re)humanizes relationships with customers
– Using the power of the Web 2.0 collaborative tools and the 4 Cs
• Collaboration• Creativity• Conversation• Community creation
Socialized CRM On Demand : Where can I get it?
• Online Forums and Communities– Were the original place where people could go to moan, praise or
otherwise judge products and services• YouTube
– Started out as a place to watch America’s Funniest Videos, now recognized as a vehicle for consumer concern (try searching for a Supermarket chain) and a place for companies to position themselves in a more freeform environment
– Savvy CRM users position videos in Channels• Twitter
– The most obvious channel for near real-time communications with peer groups
– Positive Media Buzz– Geographic and time-bound searches available
Socialized CRM On Demand : Where can I get it?
• Facebook– 250,000 businesses have a presence on Facebook
• Digg / StumbleUpon– Viral Web Page linking
• Slideshare– PDF /PPT and other documents]– Groups, Links and Favorites– Integration with LinkedIn, Facebook, Twitter
• DocStoc – Sharing PDFs and embedding content– Groups, Links and Favorites
• Blogs (blogspot, wordpress etc)
Socializing CRM On Demand as a Strategy
• Part One - Internal Strategy for CRM On Demand Users
• Open the Door in phases and certain groups– Opening your OCOD to new sources of information
• Adding Fields for common Social Networking site in the Contact form
• Feeding the CRM On Demand System• Sales :Targeted feeds from online information sources• Marketing : Effective Monitoring of Feedback and customer Buzz• General : Monitoring and Assessing feedback, converting it to
actionable information
Socializing CRM On Demand as a Strategy
• Part Two - External Strategy for your Customers• Engage dialogue
– Organize and Classify your Online Presence• Videos, Blogs, Forums
– Encourage and monitor the 4Cs• New Segmentation and new Criteria for Lead Generation
• Various Approaches– Short Term
• Twitter dialogue and monitoring during Trade Show or Product Launch for example
– Medium Term • Establishing Document Library in Slideshare or DocStoc
– Long Term and Ongoing• Facebook presence
Socialized CRM On Demand : Where are the Customers
• Where are my customers and what are they talking about?– are you committed to authentically join the conversation
with the customer?– Know how to look and how to interpret conversations
• Your Customers are smart, and see through you– exploiting a new tactic for the sake of gaining market
share. Customers want dialogue, not a one way street– Do you go online as a brand, as a team, as multiple
employees, and what is your strategy?
Socialized CRM On Demand : Where are the Customers
• Implementation Methods to expose the networks back into CRM On Demand include– RSS Feeds– Twitter Feed (either live or in filtered feed)– Introducing Social News or Shared Documents into the
Homepage– Channelled Audio and Video to Homepage from YouTube– Web Site Forms should contain relevant fields for
Networking IDs– Embedding Facebook and other Social Widgets
Socializing CRM On Demand : Sales Teams
• Levers– Based on Data from the “Where” Exercise
• Provide LinkedIn Information• Provide DocStoc / Slideshare Access to private or
public documents• Feeds from Competitors
• Challenges• For best practice, requires that Sales personnel share
information with each other. You may have to adjust – Your Sales Stages and your Workflow
Socializing CRM On Demand : Marketing
• Levers– Often drive the “Where” Exercises
• Targets of Campaign• Visitor to Trade Show
– Facebook Groups, Pages to gauge – Youtube
• Channel release of new corporate video, Google Analytics for results
• Challenges– May reveal weakness in your marketing lists and databases– Requires filtering for volume and pertinence
Social CRM On Demand : Sharing
• Provide the Basics– Make Bookmarking and Tagging easy
• Encourage users to learn how to use the Favorites & Sticky Notes in CRM On Demand
• Reward people who link or contact you on your Web site• Maintain a list in CRM On Demand of all Web Site Contacts and link them
to LinkedIn profiles• Reward the regions who generate the most links and the community
members who contribute the most
– Mashup• Let CRM On Demand users see their data in new ways• Let them search and find unstructured content and link it to CRM On
Demand data• Let them share this with others (within reason)
Social CRM On Demand : Mashup
• Mashup– Use internal and external data to create new ways of
understanding customer or prospect behavior• Map Prospects, Projects or Service Requests by Type or Channel
to LinkedIn Groups, Google Maps, other data• Twitter followers imported and campaigned in OCOD then
segmented / assessed
– Find / map Channel Partners and focus on recruitment areas– DocStoc or similar for project documents
• Public or Private Collections
– CRM On Demand and “visual” mapping tool -• For example Mindmap Pro
Socializing CRM On Demand : Metrics
• Like everything else in CRM, data without measurement or objectives is just, well, data– Lead Conversion– Sales Cycle Time to Close– Hits / Leads from Web Sites / Blogs / other Sources– Feedback Loop– Calculating ROI is tough
• Marketing Segmentation can take advantage of the new data and criteria
• More advanced data analysis may be required beyond segmentation– Analysis of behavior over time
One More Time!
• Collaboration– Use the Favorites and Messaging Features in CRM On Demand– Embed enabling tools and identifiers (Twitter, Facebook , Slideshare) in Signatures,
Web Applets– Set up Slideshare Private Groups to collaborate on collateral and other « internet »
information sources– Set up Web Forms with adapted field on your Web Site
• Creativity– Challenge users to create content
• Conversation– Blog your OCOD users or your customer and keep the channel open
• Communication– Talk to your Web Form respondants!– Reward collaborative behaviour internally and externally– Link to Blog / Youtube Channel / Twitter Feed in OCOD Homepage
Now for Some Simple Examples
CRM On Demand Home PageWith DocStoc Visual Document Library& Twitter Feed Targeting Mashup
DocStoc Applet
• DocStoc Applet Uses– Display DocStoc Documents in graphical
format to users of CRM On Demand– Provide One-Click Access to embedded
documents or Download by Sales Users and email to Customers in the conversation
– Can be interest-based (filtered)
Where are people talking?
• Where are conversations happening?– Expect to poll and query Twitter, Facebook
and other online communities– Are you monitoring competitor conversations
too? Why not?• Manual Queries or automated services
Twitter Applet
• Twitter Applet Uses– Short Term Monitoring of event in an specific town or
locality– Longer Term Brand and Buzz Monitoring– Contact Detection and Interested Party / Influencer
detection– Follow Tweeters directly from Applet– Save as Service Requests or Notes or Leads in CRM On
Demand– Create Forum Discussions based on Content or Questions
Where are people talking? Where are my customers?
Feed Management inside CRM On Demand
• RSS Lead Generator with Filtering of RSS data and creation of CRM Leads
• Leverage Facebook RSS Feed and others to provide one stop shop
Network Integration
• Examples of platforms like Ning – allows creation of Social Networks
and supplies user and management tools
• Apps can connect to CMS or other sources to integrate them into your Social Network
• Facebook API and Social Widgets allow a degree of exposure to the Social Network for relatively small effort– Enables you to follow what the
conversations are about– Expect the unexpected
Mashup the Conversation Data
CRM On Demand Mashup – Targeting Geographically by Date, Status etc
Explanation
• Mashup (Opportunities, Tweets etc) with Google Maps– Create Visual Segments for Campaigns– Analyze Target Areas– Identify hotspots and Competitor activity– Target ineffective sales efforts or gaps in
coverage
Myth or Reality
• A Socialized CRM On Demand , does it exist today?– Does it exist in your implementation?
• Possible?• Feasible?• Desirable?• Cost Effective?
Why it probably doesn’t exist today
• The weakness of the solutions illustrated – The methodology of selling and servicing embedded in the CRM is still
rooted in the old world• CRM processes are based on old models
– Any extension to any existing CRM system will largely be a cosmetic one• Making noises or making gestures in the right direction
– Most of the solutions proposed are data mart exploitation• Simple data upload and presentation• No analysis or call to action based on the information• No proactive element for the user or the community
– We are playing an old game• Quick, on XXX (insert social network name)..they’re talking about us!• XXX Is the new Youtube – stick our corporate videos up there!
– We are not listening, we are still trying to dictate
Socialized CRM On Demand
• With CRM On Demand– How do you find conversations?– How do you nurture and maintain conversations?– Is it possible to collaborate with externals?– Can you make a community based around CRM
On Demand?• CRM On Demand is a CRM tool
– Social CRM is not a Tool
Socialized CRM On Demand 2
• An opportunity exists for integration partners to deliver a (relatively) painless way of implementing parts of the Social CRM process set inside an existing CRM solution
Conclusion
• Fly with what you have, but realize that it will never allow you to completely implement a Social CRM process set
Sources and Reference Material
• Resources and Reading– http://insightory.com/view/1290//social_crm (source of slides 19 & 20)– http://www.socialcrm.net/ – http://www.web-strategist.com/blog/2009/03/22/the-future-of-twitter-social-crm/ – http://www.customerthink.com/blog/q_who_should_own_social_crm_a_not_who_you_thin
k
– http://www.crmoutsiders.com/2009/07/15/can-social-crm-live-in-a-vacuum/ • Software and Services
– http://www.oracle.com/socialcrm/index.html – http://www.lithium.com– http://www.ning.com – http://www.conceptdraw.com/en/products/mindmap/
• Us– http://twitter.com/trickshot251 – http://www.facebook.com/group.php?gid=145295408845854– http://www.ondemand-education.com/enu/
Useful Sites
• http://www.bluecamroo.com/• http://www.altimetergroup.com/ • http://www.bantamlive.com