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Andreas Uthmann
Zürich, Februar 2013
Wer oder was ist eigentlich
Social CRM? Copyright 2012 by Blueconomics Business Solutions GmbH
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Wer nutzt bereits Social CRM?
Copyright 2013 by Andreas Uthmann
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Wer würde gerne Social CRM nutzen?
Copyright 2013 by Andreas Uthmann
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Warum?
Copyright 2013 by Andreas Uthmann
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Video: Get serious about social.
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Facebook isn’t how they do it
of fans mention the
.5% brand on facebook
1
of fans return to the
2% facebook brand page
2
of brand posts make it
17% to fans’ news feeds
3
of fans find brand
60% messaging annoying on FB
1: Ad Age, quoting Ehrenberg-Bass Institute study, 2012 >
2: AdWeek, quoting Networked Insights study, 2011 >
3: Mashable, quoting Facebook, 2011 >
#seriousaboutsocial
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The «Social Sales» Opportunity.
74% «Of companies seeing measurable business
benefits by using Web 2.0 technologies.»
Source: McKinsey & Company,»How social technologies are extending the organization”, November 2011.
57%
«Of US business executives anticipate
increased revenue or sales as a result of
implementing a Social Business strategy.»
Source: Penn Schoen Berland, «The Jive Social Business Index Survey.», July 2011.
80%
«Of companies plan to increase the use of
Social Media, Customer Analytics as well as
CRM in the coming years.»
Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.
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Our Social CRM Roadmap
Intro
Background & Definitions
Examples 1-8
Social Identities, Social Media Monitoring,
Network Analysis
Examples 9-17
Social Connections, Intelligence,
Visualization
Bonus: Mobility & CMS
Outro
Implementation & Recommendations
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About Me, ch.linkedin.com/in/uthmann
Copyright 2013 by Andreas Uthmann
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Customer Intimacy is CEO Priority #1
Source: IBM Institute for Business Value, «Capitalizing on Complexity – Insights from global CEO Study», May 2010.
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What is CRM?
Marketing Sales Services
eMarketing eCommerce eServices
Campaigns Accounts Contact Center
Promotions Partners Requests
Contacts Cases
Activities Opportunities
Leads Complaints
Pricing Orders Quotation Surveys
Products Knowledge
Configurators ContractsForecasting Installed Base
Planning Field Force
Incentives Spare Parts
Communities
Influencers Time&Travel Scheduling
Warranty
Lifecycle Analysis & Reporting Market
360d view Simulations
Value Dashboard Model
Segmentation KPI Planning Trends
Copyright 2013 by Andreas Uthmann
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So what is Social CRM?
Sales
Collaboration Social Media
Customer
Marketing
Service
Copyright 2013 by Andreas Uthmann
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The Evolution of Customer Relationship Mgmt.
Hierarchies Value Networks Communities
1990+ 2010+
Analytical
• Process efficiency • Effectiveness
• Strategic decisions
• Cycle times • Virtual Teamwork
• Market knowledge
• Costs • Social networks
• Performance
• Quality Monitoring • Communication
• Reporting
Transactional Collaborative
2000+
Copyright 2013 by Andreas Uthmann
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Combining the Power of 2 Worlds.
Win. Grow.
SocialSalesMap®
Customer
Social Relationship
More Customers. Management
Networks Less Work.
(CRM)
Copyright 2013 by Andreas Uthmann
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Our Social CRM Roadmap
Intro
Background & Definitions
Examples 1-8
Social Identities, Social Media Monitoring,
Network Analysis
Examples 9-17
Social Connections, Intelligence,
Visualization
Bonus: Mobility & CMS
Outro
Implementation & Recommendations
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Copyright 2012 by Blueconomics Business Solutions GmbH
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The «Information Challenge»
Win. Grow. SocialSalesMap.®
Copyright 2012 by Blueconomics Business Solutions GmbH
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Identify Social Contacts
Win. Grow. SocialSalesMap.®
Copyright 2012 by Blueconomics Business Solutions GmbH
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Social Connector for Outlook
Copyright 2013 by Andreas Uthmann
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Windows Phone: Social Phonebook
Copyright 2013 by Andreas Uthmann
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Social Customer Engagement has arrived
Copyright 2012 by Blueconomics Business Solutions GmbH
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Integrated Newsstream
More Customers. Less Work.™
Copyright 2012 by Blueconomics Business Solutions GmbH
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Copyright 2012 by Blueconomics Business Solutions GmbH
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«Social Media puts Buyers, not
Marketers in control.»
Laura Ramos, Forrester
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Copyright 2013 by Andreas Uthmann
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The Buying Process
Copyright 2013 by Andreas Uthmann
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Accelerom: Touchpoint Analysis
Copyright 2013 by Andreas Uthmann
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Copyright 2012 by Blueconomics Business Solutions GmbH
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The 4C’s: Social Media Opportunities
Listen Engage
Social Media Monitoring Online Support
Content Collaboration
Social
Community Media Crowdsourcing
Social Media Marketing Co-innovation
Promote Learn
Copyright 2013 by Andreas Uthmann
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Social Keyword Search
More Customers. Less Work.™
Copyright 2012 by Blueconomics Business Solutions GmbH
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Brandwatch Social Media Monitoring
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Brandwatch Social Media Monitoring
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Netbreeze – Understanding Your Audience
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Copyright 2012 by Blueconomics Business Solutions GmbH
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HubSpot: Inbound Marketing
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Why «Social Sales»?
Source: Aberdeen Group, «Social Selling: Best-in-class Targeting of the Right Message, at the Right Time, for the Right Person», 2012.
Copyright 2012 by Blueconomics Business Solutions GmbH
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Identify Contacts
More Customers. Less Work.™
Copyright 2012 by Blueconomics Business Solutions GmbH
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Mark S. Granovetter, 1973
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Copyright 2013 by Andreas Uthmann
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Source: McKinsey & Company, November 2012.
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Video: The truth about advertising.
Copyright 2013 by Andreas Uthmann
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Break
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Our Social CRM Roadmap
Intro
Background & Definitions
Examples 1-8
Social Identities, Social Media Monitoring,
Network Analysis
Examples 9-17
Social Connections, Intelligence,
Visualization
Bonus: Mobility & CMS
Outro
Implementation & Recommendations
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«People love to buy. But they hate
being sold to.»
Miller Heiman
Copyright 2013 by Andreas Uthmann
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What REALLY is a Social Network?
People Relationships Content
Contacts/Pic Connections Status Updates
Job/Title/CV Friends Posts/Tweets
Interests Follower Pics/Vids/Docs
Profile Social Graph Newsfeed
Copyright 2013 by Andreas Uthmann
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The «Social Sales» Cycle
Who? 2 What?
Identify Analyze
1
How?
Act
3
56 Copyright 2013 by Andreas Uthmann
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Ajando: Marktentwicklung
Google Search-Volumen von 2004 bis 2012
• Der Google Insight Search-Index gilt als
Indikator zur Erkennung weltweiter Trends
„Inbound Marketing“
• Dargestellt ist die Anzahl der Google-
Suchen der Jahre 2004 bis 2012 nach den
angegebenen Keywords
„Social Media“
• Seit 2009 boomen die Themen
Inbound Marketing & Social Media
• Zugleich nahm das Interesse am
„Telemarketing“
Thema Telemarketing stetig ab
*Quelle: Google Insight, Abfrage vom 25.02.2012
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Video: What’s better than cold calling?
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Identify joint Connections
Win. Grow. SocialSalesMap.®
Copyright 2012 by Blueconomics Business Solutions GmbH
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Investment Priorities
Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.
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Copyright 2012 by Blueconomics Business Solutions GmbH
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«A wealth of information creates a
poverty of attention.»
Herbert A. Simon, Social Scientist, Nobel Prize in Economics
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Squirro for Sales Intelligence
Industry issues and goals: Stay on top of industry news
Increasing
– annual pressure on quota targets
– ramp up times and cost
– complexity and time pressure of research
Stay in the know on leads – Drive for
improved Sales Intelligence!
– Follow news about your customers
– Track their product and media mind share
– Stay on top of trends in your industry
– Improve your win rate
– Decrease your cost of sale
– Reduce time and cost of ramp up
– Improve pipeline qualification
– Increase customer facing time
Be the first to act on relevant information
Designed and produced in Switzerland Squirro – © 2012 Nektoon AG
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Today: Available in CRMs and on the Web
Salesforce, SAP, SugarCRM*, MS Dynamics*, and on any Smartphone and Tablet
Live and selling Available, yet in Beta
* Under development
Designed and produced in Switzerland Squirro – © 2012 Nektoon AG
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Collaborate within CRM
More Customers. Less Work.™
Copyright 2012 by Blueconomics Business Solutions GmbH
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Collaborative Enterprise Network
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Podio Project Collaboration
Copyright 2012 by Blueconomics Business Solutions GmbH
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i2S Studie 2012: CRM Herausforderungen
Copyright 2012 by Blueconomics Business Solutions GmbH
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Case7. Visualize Company Networks
Win. Grow. SocialSalesMap.®
Copyright 2012 by Blueconomics Business Solutions GmbH
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Enhance Your Sales Network
Hunt
Manage Strategic
Sales Opportunities
Farm
Develop Key/Target
Accounts
Copyright 2012 by Blueconomics Business Solutions GmbH
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Copyright 2012 by Blueconomics Business Solutions GmbH
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SocialSalesMatrix: Analyzing Sales Networks
Win. Grow. SocialSalesMap.®
Copyright 2012 by Blueconomics Business Solutions GmbH
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The «Social Sales» Cycle
2
Identify Analyze
1
Act
3
Copyright 2012 by Blueconomics Business Solutions GmbH
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Thank you for your great support
and recognition.
Copyright 2012 by Blueconomics Business Solutions GmbH
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Kony Mobile CRM
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL
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Pitcher: Engaging Sales Presentations
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Our Social CRM Roadmap
Intro
Background & Definitions
Examples 1-8
Social Identities, Social Media Monitoring,
Network Analysis
Examples 9-17
Social Connections, Intelligence,
Visualization
Bonus: Mobility & CMS
Outro
Implementation & Recommendations
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Blueconomics CRM Framework
Copyright 2012 by Blueconomics Business Solutions GmbH
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Ajando: Social Seller Roadmap
Entwicklungsstufen im Social Selling
ANFÄNGER MACHER KOORDINATOR SOCIAL SELLER
Website erstellen Digitale Präsenz festigen Zusammenarbeit mit Wird von Firmen kontaktiert
Vertriebsteam, Kunden,
Eigene Marke erschaffen Kunden auf dem Laufenden Ständige Präsenz im Markt
halten zukünftigen Kunden und
Auffindbar sein Geschäftspartnern = CHANCEN FÜR SIE, NICHT
Erreichbar sein Kundentrends nutzen FÜR IHREN KONKURRENTEN
= VERKAUFSZYKLUS
Kunden in Bewegung setzen BESCHLEUNIGEN
Neue Kontakte finden
Netzwerke mobilisieren = INTERESSE BESTÄTIGEN &
IN BEWEGUNG SETZEN
= NEUE KONTAKTE FINDEN
• In vielen Netzwerken bekannt
• Relevante Inhalte für Zielgruppe
• Sich besser organisieren bereitstellen/Mehrwert
• LinkedIn-Gruppen beitreten • Automatisierte Status-Updates
• Nachrichten an Kunden
• Zusammenarbeit mit • Früher von Projekten wissen =
• Social Messaging & Vertriebsteam & Kunden mehr Kontakte, Chancen, Deals
Sharing
• „Get connected“ • Zu Blogs/Artikeln Stellung • Der Konkurrenz voraus
• Social Networking nehmen
• Profile schaffen/
aktualisieren
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McKinsey Quarterly: Six social-media skills
every leader needs
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«What you can’t measure, you
can’t manage.»
Robert S. Kaplan
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Joseph Jaffe: Flip The Funnel
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Blueconomics Market Model
Marketing Stage Sales Status KPI
Potential n/a n/a
Access n/a Coverage
Marketing Awareness Prospects Reach
Interest Leads Prospect Conversion
Consideration Opportunities Lead Conversion
Information RFI RFI Rate
Pre-Evaluation Budgetary Offer Pre-Bid
Proof Feasibility Study POC Rate
Sales
Preference RFQ Request Rate
Evaluation Offers Bid Rate
Commitment Customers Hit Rate
Repeat
Loyality Repurchase Rate
Service Customers
Referral Net Promoter Net Promoter Score
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Why Social CRM?
Business Lifecycle Cross- &
Growth Revenue Upselling
Increase Optimize Collaborate
Win Rate Touchpoints Effectively
Drive Your Sales, Marketing and Service Effectiveness
by leveraging the power of collaboration, social networks and CRM.
Pro-Active Enhance
Mitigation Efficiency
Risks Costs
Copyright 2013 by Andreas Uthmann
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The Networked Economy
Source: McKinsey & Company,»Business and Web 2.0: An interactive feature”, November 2011.
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Surprise, Surprise...
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Inspired?
Learn & Grow
Organisation
& Budget
Quick Wins
Identifizieren
Geschäftsziele
Definieren
Copyright 2013 by Andreas Uthmann
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Beflügeln
Sie Ihren
Verkauf.
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www.Blueconomics.info
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL
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Andreas Uthmann
Zürich, Februar 2013
Wer oder was ist eigentlich
Social CRM?
The world is changing. So is the CRM landscape. Enabled by technological innovation but driven by business needs & requirements. Collaboration, mobility, usability, cloud computing, social CRM and other macro and micro trends will fundamentally change the way we use, interact with and benefit from CRM systems. In the past, CRM was about managing contact information, transactions and reports. But CRM will open up. It will be a platform for teams to collaborate. It will be an environment for social networking. It will be a service supporting sales people, not just in the office. And users will enjoy working with it, because it will help them achieving and exceeding their targets. Blueconomics anticipates and drives the customer potential of “Collaborative CRM” to become reality.