Wer oder was ist eigentlich Social CRM?

6. Video: Get serious about social.

7. 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

8. 8The «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.

9. 9Our 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

11. 11Customer Intimacy is CEO Priority #1Source: IBM Institute for Business Value, «Capitalizing on Complexity – Insights from global CEO Study», May 2010.

12. 12What is CRM? Marketing Sales Services eMarketing eCommerce eServices Campaigns Accounts Contact Center Promotions Partners Requests Contacts Cases Activities Opportunities Leads ComplaintsPricing Orders Quotation Surveys Products Knowledge Configurators ContractsForecasting Installed Base Planning Field Force Incentives Spare Parts Communities Influencers Time&Travel Scheduling Warranty Lifecycle Analysis & Reporting Market360d view Simulations Value Dashboard Model Segmentation KPI Planning Trends Copyright 2013 by Andreas Uthmann

14. 14

15. 15The 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

33. 33The 4C’s: Social Media OpportunitiesListen EngageSocial Media Monitoring Online SupportContent Collaboration SocialCommunity Media CrowdsourcingSocial Media Marketing Co-innovationPromote Learn Copyright 2013 by Andreas Uthmann

35. Brandwatch Social Media Monitoring

36. Brandwatch Social Media Monitoring

37. Netbreeze – Understanding Your Audience

39. HubSpot: Inbound Marketing

41. 43Why «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

44. 46Mark S. Granovetter, 1973

47. 49

48. 50Source: McKinsey & Company, November 2012.

50. 52Break

53. 55What 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

55. Ajando: MarktentwicklungGoogle 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 25.02.201257

57. Video: What’s better than cold calling?

58. 60

64. 67Investment PrioritiesSource: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.

66. «A wealth of information creates apoverty of attention.»Herbert A. Simon, Social Scientist, Nobel Prize in Economics

67. Squirro for Sales IntelligenceIndustry issues and goals: Stay on top of industry newsIncreasing – annual pressure on quota targets – ramp up times and cost – complexity and time pressure of researchStay in the know on leads – Drive forimproved 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 timeBe the first to act on relevant informationDesigned and produced in Switzerland Squirro – © 2012 Nektoon AG

68. Today: Available in CRMs and on the WebSalesforce, SAP, SugarCRM*, MS Dynamics*, and on any Smartphone and Tablet Live and selling Available, yet in Beta* Under developmentDesigned and produced in Switzerland Squirro – © 2012 Nektoon AG

70. 74

73. 77Collaborative Enterprise Network

86. 90Pitcher: Engaging Sales Presentations

89. 93

90. 94Ajando: Social Seller Roadmap Entwicklungsstufen im Social SellingANFÄNGER MACHER KOORDINATOR SOCIAL SELLERWebsite 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 undAuffindbar sein Geschäftspartnern = CHANCEN FÜR SIE, NICHTErreichbar sein Kundentrends nutzen FÜR IHREN KONKURRENTEN = VERKAUFSZYKLUS Kunden in Bewegung setzen BESCHLEUNIGENNeue Kontakte findenNetzwerke 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

91. 95McKinsey Quarterly: Six social-media skillsevery leader needs

94. 98Blueconomics 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

95. 99Why 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

96. 100The Networked EconomySource: McKinsey & Company,»Business and Web 2.0: An interactive feature”, November 2011.

97. 101Surprise, Surprise...

99. BeflügelnSie IhrenVerkauf.

101. Andreas UthmannZürich, Februar 2013Wer oder was ist eigentlichSocial CRM?