Presentation on Social CRM; distilled from the works of various SCRM expert resources

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

2. Holistic
Social
Social CRM CRM
Media

3. Holistic
Social
Social CRM CRM
Media

4. Why your company needs CRM?

5. 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

6. Gartner & The Recessionary Economy
“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.
--------------------------------------------------------
Without CRM, you will lose customers and
business faster than the effects of a tough
economic condition.

7. Traditional CRM 1.0

8. Web 2.0 Stimulated
Uses new
online channels
and new
communication
Trusts in
tools
Seeks support
advices made
to connect with
by online
like-minded
acquaintances
peers
and strangers
The new
Reads and
Social
creates product Tends to buy
Customer
reviews, more online
product than offline
rankings and
blog posts
Wants to
provide
Expects better
feedback about
customer
the product and
experience
customer
service

9. Social CRM or CRM 2.0

10. Social Web: New Challenges

11. Social Web: New Challenges
Online Activity
Rank Sector Global Reach Global Reach Increase in
‘08 ‘07 Rank
1 Search 85.9% 84% 1.9%
2 General Interests, 85.2% 83.4% 1.9%
Portals, Communities
3 Software 73.4% 72% 1.4%
Manufacturers
4 Member 66.8% 61.5% 5.4%
Communities
5 Email 65.1% 62.5% 2.7%
Nielsen’s March 2009 “Global Faces and Networked Places” Social Networking Report:
www.nielsen-online.com/pr/pr_090309.pdf

12. Customer’s Expectations
C
CRM New

13. Comparison: CRM 1.0 vs 2.0
Traditional CRM
analyzed to determine success

14. Comparison: CRM 1.0 vs 2.0
analyzed to determine success

15. Comparison: CRM 1.0 vs 2.0
Social CRM - Automating the Conversation Process
converting content to conversations
★
★ extending conversations into collaborative experiences
★ transforming experiences into meaningful relationships

16. Hype? What it is and is not?
MarketBright
Salesforce Service Cloud
HelpStream
SugarCRM RightNow
On Demand CRM
Mitch Lieberman Paul Greenberg
Brian Solis
Jeremiah Owyang
Brent Leary
Valeria Maltoni
Denis Pombriant
A Prem Kumar

17. Question: Not “if” but “how”
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

18. The Social Customer’s Tools

19. 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/

20. 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

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

22. ROI?
“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.

23. Acknowledgment!
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)

24. Connect :)
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email: ayap@G2iX.com
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http://blog.mor.ph
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