1. ©2013 LHST sarl
Social CRM
MT 115

2. ©2013 LHST sarl
Introduction Branding Cases
SCRM
The Key Question
Partners
Stockholders
Clients
Employees
How can customer relationship
management enhance
organizational performance?
CRM helps us understand the motivations, experience and objectives of the
internal and external clients of the organization

3. ©2013 LHST sarl
Introduction Branding Cases
SCRM
The Answer
(at least in part)
Focus Improve Knowledge Leverage Mesure
Organization Processes Explicit Transactions Efficency
Networks Relationships Emerging Interactions Effectiveness
Social CRM Participation Embedded Innovation Engagement

4. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
Social CRM
Thousands of « friends »
or
partners in the co-creation of value?
• “Social CRM is a business strategy
designed to engage the customer in
a collaborative conversation in order
to provide mutually beneficial value
in a trusted & transparent business
environment.
• It's the company's response to the
customer's ownership of the
conversation.”
Paul Greenberg

5. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
Five Questions
• In which areas do they believe organizations
are investing today in social business?
• Which new work activities and capabilities are
required to make customer communities
successful:?
• According to to article, how do
organizations enhance learning through social
business?
• Of the examples given of structured innovation,
which make the most sense from your point of
view?
• Which key issues must be addressed to weave
social business into the organizational fabric:?
C’est quoi le social CRM ?
The Business of Social Business

6. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
Social CRM
• Social CRM is a business strategy
rather than technology, tools or
platforms
• Social CRM is all about engagement –
drawing customers into the
organization.
• Social CRM enhances rather than
replaces “traditional” CRM
• It’s by defintion customer centric - the
ultimate goal of Social CRM is building
trust and the brand
Harish Kotadia, Ph.D..

7. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
Outside In
• The three most important factors that influence
consumer behavior are :
– personal experience (98%)
– company’s reputation or brand (92%)
– recommendations from friends and family (88%)
• 41% of customers believe that companies should
use social media tools to solicit feedback (Cone
Business in Social Media Study, 2008)
• 43% of consumers say that companies should
use social networks to address customers
problems
• Only 7% of organizations understand the CRM
value of social media, according to the Brand
Science Institute, European Perspective, August
2010
Jacob Morgan

8. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
Mobility – acknowledging context
Geographical Social
Longitude Experience
Latitude Networks
Altitude Events
Can enterprise applications take context into account?

9. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
Trust - in a virtual world
Blind trust "Seeing is believing"
Trustworthiness Personal or product based
reputation
Contextual trust What works in a special
context
Referred trust Relying on the opinions of
those we admire
Vanessa Hall - The Truth About Trust in Business

10. ©2013 LHST sarl
SCRM
MT 115

11. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
SCRM in six questions

12. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
Common Features of Social
Networking Applications
• Hosting and supporting a branded or private-
label community
• Monitoring and surveying private-label or
independent social networks
• Facilitating the sharing of common B2B or
business-to-consumer (B2C) contacts
through the use of an internal community
• Community product reviews to facilitate the
online sales process
12

13. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
The Conversation Prism
The Conversation Prism v2.0
• You are at the center of the prism
• The first layer of circles displays the
activity of learning and organizing
engagement strategies…
• The second ring maps specific
authorities within an organization to
provide a competent and helpful
response.
• The third ring represents the
continual rotation of listening,
responding, and learning online and
in the real world.

14. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
Market Leaders
• It’s not a question of channels
but of capturing conversations
• Gartner sees SCRM is a
$1B extension of the CRM
market
• Jive and Lithium are seen as
market leaders
• Oracle CRM and Salesforce
are niche players
• The importance of hosted
communities
• The future of social analytics

15. ©2013 LHST sarl
Case Studies
MT 115

16. ©2013 LHST sarl
Introduction Branding Cases
SCRM
Case Testimony - Transportation
• KLM has sought to differentiate
itself by offering a superior
customer experience
• Strategy of “Circle of Contacts” to
make its customer relationships as
intimate as possible
• Facebook + Twitter = KLM
Surprises and Fly2Miami
• Staff of 16, 230 000+ fans, wide
press coverage

17. ©2013 LHST sarl
Introduction Branding Cases
SCRM
Case Testimony - Consumer products
Prof. Lee
• Finnish maker of fine cutting tools
• Customer communities of crafting
enthusiasts have transformed the way
this 300-year-old company does
business.
• Brings customers into the product
development process
• Fiskars also leverages these groups of
advocates to market to small retailers
• Virtual + Real events – 6000 members

18. ©2013 LHST sarl
Introduction Branding Cases
SCRM
Case Testimony – Printed Media
• The Guardian- founded in
Manchester over 150 years ago
• Threat of the Internet –
consistently lost money over the
last decade
• The Internet itself serves as a
metaphor in helping consumers
make better decisions
• “The real measure of our success
is what the industry can create.
Not what we can cut.”
Open Platform Case Study

19. ©2013 LHST sarl
Introduction Branding Cases
SCRM
Case Testimony – Fashion
Prof. Lee
• Moving from design to the store
front in less than three weeks
• Benneton, H&M, Topshop, Wet
Seal, Zara
• Collaborative design, social CRM,
electronic store fronts
• Fast fashion retailer Wet Seal
used their technology platform to
help their customers create 50 000
garment designs over the past two
years

20. ©2013 LHST sarl
Introduction Branding Cases
SCRM
Case Testimony - Pharmaceuticals
• InnoCentive is an example of
Open Innovation born out of
necessity in the Pharmaceutical
Industyr
• InnoCentive captures value
between "seekers" and "solvers"
by exchangint monetary rewards
for external technical expertise
• 64 customers have posted more
than 800 "challenges" in 40
disciplines

21. ©2013 LHST sarl
Social
Metrics
MT 115

22. ©2013 LHST sarl
Introduction Branding Cases
SCRM
Funnel Analysis
• Why are users are failing to complete proposed
activity?
• Monitor conversion rate using unique visitors
and click-through rates.
• Landing pages provide the biggest challenge to
digital challenges.
• Reduce number of steps to facilitate
engagement.
• Reduce the number of fields that require user
input.
• Check for leaks: visitors might not be dropping
completely but using other routes.
Cian O' Sullivan
Intro Application Metrics
Impact

23. ©2013 LHST sarl
Introduction Branding Cases
SCRM
Social stickiness
• What aspects of your app are influencing the
mindset of your users?
• Monitor the « stickiness » of your message
through number of visits, time spent per
visit, citations and redirects.
• What customer challenges/opportunities are you
addressing?
• What skills and knowledge are you targeting?
• How does your application fit into the story that
your customers are trying to tell?
Intro Application Metrics
Impact

24. ©2013 LHST sarl
Introduction Branding Cases
SCRM
Mapping context
• Why your user base does what it does?
• Tracking time and location to map out
the spaces where "what's going on"
happens.
• Context is a means of measuring the
extent to which a vision (product,
service, idea) can be shared
• Social spaces are constructed from a
vision, “actors”, repeatable events, and
outcomes.
Intro Application Metrics
Impact

25. ©2013 LHST sarl
Introduction Branding Cases
SCRM
Social graph and emergent behavious
• How does your data elucidate user
behavior?
• Social graphs are the global mapping
of your customer base and how
they're related
• Capture and monitor identity, quality
and structure of relationships with
others
• Emergent behaviors – what new
business opportunities might be
explored? Alex Iskold
Intro Application Metrics
Impact

26. ©2013 LHST sarl
Workshop
MT 115

27. ©2013 LHST sarl
Introduction Cases Workshop
SCRM
Additional Resources