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2. 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?

3. 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?

4. 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

5. 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

6. 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

7. 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

8. 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)

9. 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

10. 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

11. 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?

12. 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

13. 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

14. 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

15. 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)

16. 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

17. 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

18. 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

19. Now for Some Simple Examples
CRM On Demand Home Page
With DocStoc Visual
Document Library
& Twitter Feed Targeting
Mashup

20. 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)

21. 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

22. 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

23. Where are people talking? Where are my customers?

24. 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

25. 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

26. Mashup the Conversation Data
CRM On Demand Mashup – Targeting Geographically by Date, Status etc

27. 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

28. Myth or Reality
• A Socialized CRM On Demand , does it
exist today?
– Does it exist in your implementation?
• Possible?
• Feasible?
• Desirable?
• Cost Effective?

29. 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

30. 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

31. 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

32. Conclusion
• Fly with what you have, but realize that it
will never allow you to completely
implement a Social CRM process set

33. Question & Answers

34. Should you require any further
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