Social CRM or CRM 2.0: CRM That Leverages the Social Web

Holistic

Social Media CRMSocial CRM

Holistic

Social Media CRMSocial CRM

Why your company needs CRM?

What is CRM?

★ company-wide business strategy★ reduce costs & increase profitability★ brings together info from all data sources within an organization★ to get holistic view of each customer at near-real time★ allows customer facing employees - sales, marketing, support, to make quick yet informed decisions on everything from cross-selling and up-selling opportunities★ to target marketing strategies to competitive positioning tactics

DestinationCRM - Feb 2002

“CRM remains a major focus for business executives, because the goals of acquiring,

developing and retaining customers in a profitable manner are timeless,” said Ed Thompson, VP and

distinguished analyst at Gartner.

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Without CRM, you will lose customers and business faster than the effects of a tough

economic condition.

Gartner & The Recessionary Economy

Traditional CRM 1.0

Web 2.0 Stimulated

Uses new online channels

and new communication

tools Trusts in advices made

by online acquaintances and strangers

Tends to buy more online than offline

Wants to provide

feedback about the product and

customer service

Expects better customer

experience

Reads and creates product

reviews, product

rankings and blog posts

Seeks support to connect with

like-minded peers

The new Social

Customer

Social CRM or CRM 2.0

Social Web: New Challenges

Rank Sector Global Reach ‘08

Global Reach ‘07

Increase in Rank

1 Search 85.9% 84% 1.9%

2 General Interests, Portals, Communities

85.2% 83.4% 1.9%

3 Software Manufacturers

73.4% 72% 1.4%

4 Member Communities

66.8% 61.5% 5.4%

5 Email 65.1% 62.5% 2.7%

Online Activity

Nielsen’s March 2009 “Global Faces and Networked Places” Social Networking Report: www.nielsen-online.com/pr/pr_090309.pdf

Social Web: New Challenges

CRM New C

Customer’s Expectations

Comparison: CRM 1.0 vs 2.0

Traditional CRM

analyzed to determine success

Comparison: CRM 1.0 vs 2.0

analyzed to determine success

Social CRM - Automating the Conversation Process

★ converting content to conversations★ extending conversations into collaborative experiences★ transforming experiences into meaningful relationships

Comparison: CRM 1.0 vs 2.0

Salesforce Service Cloud

SugarCRMHelpStream

RightNow

MarketBright

On Demand CRM

Jeremiah Owyang

Paul Greenberg

Brent Leary

A Prem KumarDenis Pombriant

Valeria Maltoni

Mitch LiebermanBrian Solis

Hype? What it is and is not?

People like doing business with people they like; love doing business with people they trust

Leverage web for 

More ... Listening, sharing & participating ... 

Less Talking 1.0, selling and marketing 1.0 style

Question: Not “if” but “how”

The Social Customer’s Tools

Real World Experiences

• Ford has a Social Media Head! - Scott Monty• “Social Media is not an afterthought” - integrated with marketing strategy• Ford handed keys to 100 new “Fiesta’ for testing

http://www.inquisitr.com/21526/ford-tries-the-ultimate-social-media-experiment/

Real World Experiences

• “Brand conversations are no longer one way” - Simon Clift CMO• “Communicate about deeper issues”• Marketing Programs with social benefits - Lifebuoy Prog

http://adage.com/digital/article?article_id=135943

Real World Experiences

• Use of online listening platforms and social networks• Justin Ball’s Mor.ph Review• Global community participant for emergent industries

“It’s not supposed to be a closing tool. Social media is an opening tool, a way to keep lines of communication open and maybe even keep pipelines full. It might even help reduce the sales cycle.”

Its value is in developing the kinds of relationships that serve you over time, if you’re a sales person, in pursuing opportunities and finding leads & developing the kind of sales intelligence that provides you with the insight in making your job easier and better.

ROI?

Valuable Contributors Shaping Social CRM (all of whom you can find and engage ONLINE!)

Slides: Brent Leary’s ‘Social CRM:Not Your Father’s CRM’ and Fabio Cipriani’s ‘Social CRM’

CRM Analysts: Paul Greenberg (@pgreenblog), Brent Leary (@brentleary), A. Prem Kumar (@scorpfromhell), Bob Thompson (@bob_thompson), Mitch Lieberman (@mjliebs), Shane Gibson(@shanegibson), Denis Pombriant (@denispombriant)

Social Media: Brian Solis(@brian_solis), Jeremiah Owyang(@jowyang)

Acknowledgment!

twitter: www.twitter.com/friarminoremail: ayap@G2iX.comsites: www.friarminor.com www.g2ix.com/blog http://blog.mor.phresources: www.delicious.com/friarminor

Connect :)