Un giorno nella vita di un Social Business

1. A day in the life of a Social
Business
Marilú Tallarico
SugarCRM Italy

2. Social Business and Social CRM
GETTING STARTED
• The business context
• The essential characteristics
• Getting started
• A live example: case study
• Recommendation
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 2

3. Traditional Buying Model

4. Marketing: Complex Social Buying Model
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 4

5. Customer Service is Marketing
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 5

6. Start With the Customer
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 6

7. Put the customer at the center
CRM
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 7

8. CRM
Customer
Relationship
Management
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 8

9. CRM
CRM is about Customers
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 9

10. CRM is about Acquiring,
Retaining and Growing
Customers
©2011 SugarCRM Inc. All rights reserved. 10
©2009 SugarCRM Inc. All rights reserved. 05/08/09
10/27/11 10

11. Enable the sales edge
INNER CORE SALES EDGE CUSTOMERS
SALES
CUSTOMER
SERVICE
CALL
CENTER
MARKETING
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 11

12. Introducing Social CRM
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 12

13. CRM Made Social: Enable the customer edge
SALES EDGE CUSTOMERS
SALES
CUSTOMER
SERVICE
CALL
CENTER
MARKETING
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 13

14. Social CRM
Social CRM is an
extension of, not a
replacement for, CRM
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 14

15. CRM made Simple
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 15 05/08/09

16. CRM Made Simple Social CRM
Intuitive
Open
Flexible
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 16

17. 6 Steps to Getting started with Social CRM
Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 17

18. Getting started with Social CRM Social CRM
Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 18

19. Social CRM
Open
Technology
" Open Systems
" Users Have Control
" Web Standards: ie iPad
" Reasonable, predictable cost
Community
" Hundreds of customised and
tailor made Extensions
" Qualified Partners:
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 19

20. Getting started with Social CRM Social CRM
Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 20

21. Social CRM
Intuitive
For Users
" Web 2.0 User Experience
" Works the Way YOU Work
For Administrators
" Simple Customisation
" Seamless Upgrades
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 21

22. Getting started with Social CRM
Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 22

23. 360 Degree View of the Customer
CRM Activities External data sources
• Customer Support • ERP
• Marketing • Market Data
• Sales • HR
Specialised Tools
• Web Analysis
• Business Intelligence
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 23

24. IBM and SugarCRM: integrated offerings
LotusLive TM
LotusNotes
SPSS
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 24

25. Getting started with Social CRM
Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 25

26. SugarCRM Cloud: Run Anywhere
RUN ANYWHERE
• Any Device
• Any Platform
• Any Cloud
On Site
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 26

27. Expands SugarCRM’s Global Reach
Sugar On-Demand + Sugar on IBM SmartCloud Enterprise
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 27

28. Getting started with Social CRM Social CRM
Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 28

29. Step 5: Provide collaboration tools
Collaboration Conferencing
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 29

30. Getting started with Social CRM Social CRM
Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 30

31. Twitter Feeds on Your Dashboard
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 31

32. LinkedIn Accounts
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 32

33. Google Maps integration
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 33

34. Hillel Uses Social CRM to Connect with
College Students
• Hillel is the largest organization in the world with a
focus on university-age Jewish student
• Hillel serves young adults at more than 550
colleges and communities in North America,
SouthAmerica, Israel, and the former Soviet
Union.
• Hillel seeks to enrich the lives of Jewish
undergraduate and graduate students

35. Add additional fields before saving to Sugar
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 35

36. Facebook Friend Request
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 36

37. Enter Friend Details in Facebook
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 37

38. Write Comments to Facebook Wall from Sugar
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 38

39. Mobile Interactions
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 39

40. “Our newly updated REACH database program
powered by Sugar Professional even features a
mobile application that allows students and
professionals to track their interactions and
relationship-building in the fast paced and
constantly changing world in which our college
students live.”
Wayne L. Firestone
President, Hillel: The Foundation for Jewish
Campus Life
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 10/27/11 40 ©2011 SugarCRM Inc. All rights reserved. 40

41. Components of a Social CRM
Conferencing Cloud
•
•
•
•
Collaboration Social Tools
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 41

42. RECOMMENDATIONS:
Social Business and social CRM
" Start with the customer
" Choose an Open CRM System
" Enable a flexible, Cloud 2.0 infrastructure
" Integrate Collaboration and conferencing
" Allow Users to use their social tools of choice
10/27/11 ©2011 SugarCRM Inc. All rights reserved. 42

43. Microsoft The Sweeter Road
Oracle
SFDC
©2011 SugarCRM Inc. All rights reserved. 43
10/27/11 43

44. Thank you
Marilú Tallarico
mtallarico@sugarcrm.com