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Wer oder was ist eigentlich Social CRM?

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Wer oder was ist eigentlich Social CRM?

  1. 1. Andreas Uthmann Zürich, Februar 2013 Wer oder was ist eigentlich Social CRM? Copyright 2012 by Blueconomics Business Solutions GmbH
  2. 2. 2
  3. 3. 3 Wer nutzt bereits Social CRM? Copyright 2013 by Andreas Uthmann
  4. 4. 4 Wer würde gerne Social CRM nutzen? Copyright 2013 by Andreas Uthmann
  5. 5. 5 Warum? Copyright 2013 by Andreas Uthmann
  6. 6. Video: Get serious about social.
  7. 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. 8. 8 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.
  9. 9. 9 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
  10. 10. 10 About Me, ch.linkedin.com/in/uthmann Copyright 2013 by Andreas Uthmann
  11. 11. 11 Customer Intimacy is CEO Priority #1 Source: IBM Institute for Business Value, «Capitalizing on Complexity – Insights from global CEO Study», May 2010.
  12. 12. 12 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
  13. 13. 13 So what is Social CRM? Sales Collaboration Social Media Customer Marketing Service Copyright 2013 by Andreas Uthmann
  14. 14. 14
  15. 15. 15 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
  16. 16. Combining the Power of 2 Worlds. Win. Grow. SocialSalesMap® Customer Social Relationship More Customers. Management Networks Less Work. (CRM) Copyright 2013 by Andreas Uthmann
  17. 17. 17 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
  18. 18. 18 Copyright 2012 by Blueconomics Business Solutions GmbH
  19. 19. The «Information Challenge» Win. Grow. SocialSalesMap.® Copyright 2012 by Blueconomics Business Solutions GmbH
  20. 20. 20 Identify Social Contacts Win. Grow. SocialSalesMap.® Copyright 2012 by Blueconomics Business Solutions GmbH
  21. 21. 21 Copyright 2012 by Blueconomics Business Solutions GmbH
  22. 22. 22 Social Connector for Outlook Copyright 2013 by Andreas Uthmann
  23. 23. Windows Phone: Social Phonebook Copyright 2013 by Andreas Uthmann
  24. 24. 24 Copyright 2012 by Blueconomics Business Solutions GmbH
  25. 25. Social Customer Engagement has arrived Copyright 2012 by Blueconomics Business Solutions GmbH
  26. 26. 26 Integrated Newsstream More Customers. Less Work.™ Copyright 2012 by Blueconomics Business Solutions GmbH
  27. 27. 27 Copyright 2012 by Blueconomics Business Solutions GmbH
  28. 28. «Social Media puts Buyers, not Marketers in control.» Laura Ramos, Forrester Copyright 2013 by Andreas Uthmann
  29. 29. Copyright 2013 by Andreas Uthmann
  30. 30. 30 The Buying Process Copyright 2013 by Andreas Uthmann
  31. 31. 31 Accelerom: Touchpoint Analysis Copyright 2013 by Andreas Uthmann
  32. 32. 32 Copyright 2012 by Blueconomics Business Solutions GmbH
  33. 33. 33 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
  34. 34. 34 Social Keyword Search More Customers. Less Work.™ Copyright 2012 by Blueconomics Business Solutions GmbH
  35. 35. Brandwatch Social Media Monitoring
  36. 36. Brandwatch Social Media Monitoring
  37. 37. Netbreeze – Understanding Your Audience
  38. 38. 38 Copyright 2012 by Blueconomics Business Solutions GmbH
  39. 39. HubSpot: Inbound Marketing
  40. 40. 42 Copyright 2012 by Blueconomics Business Solutions GmbH
  41. 41. 43 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
  42. 42. 44 Identify Contacts More Customers. Less Work.™ Copyright 2012 by Blueconomics Business Solutions GmbH
  43. 43. 45 Copyright 2012 by Blueconomics Business Solutions GmbH
  44. 44. 46 Mark S. Granovetter, 1973
  45. 45. 47 Copyright 2013 by Andreas Uthmann
  46. 46. 48 Copyright 2013 by Andreas Uthmann
  47. 47. 49
  48. 48. 50 Source: McKinsey & Company, November 2012.
  49. 49. 51 Video: The truth about advertising. Copyright 2013 by Andreas Uthmann
  50. 50. 52 Break
  51. 51. 53 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
  52. 52. «People love to buy. But they hate being sold to.» Miller Heiman Copyright 2013 by Andreas Uthmann
  53. 53. 55 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
  54. 54. The «Social Sales» Cycle Who? 2 What?  Identify Analyze  1 How? Act 3 56 Copyright 2013 by Andreas Uthmann
  55. 55. 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 57
  56. 56. 58 Copyright 2012 by Blueconomics Business Solutions GmbH
  57. 57. Video: What’s better than cold calling?
  58. 58. 60
  59. 59. 61 Copyright 2012 by Blueconomics Business Solutions GmbH
  60. 60. 62 Identify joint Connections Win. Grow. SocialSalesMap.® Copyright 2012 by Blueconomics Business Solutions GmbH
  61. 61. 63 Copyright 2012 by Blueconomics Business Solutions GmbH
  62. 62. 65 Copyright 2012 by Blueconomics Business Solutions GmbH
  63. 63. 66 Copyright 2012 by Blueconomics Business Solutions GmbH
  64. 64. 67 Investment Priorities Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.
  65. 65. 69 Copyright 2012 by Blueconomics Business Solutions GmbH
  66. 66. «A wealth of information creates a poverty of attention.» Herbert A. Simon, Social Scientist, Nobel Prize in Economics
  67. 67. 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
  68. 68. 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
  69. 69. 73 Copyright 2012 by Blueconomics Business Solutions GmbH
  70. 70. 74
  71. 71. 75 Copyright 2013 by Andreas Uthmann
  72. 72. Collaborate within CRM More Customers. Less Work.™ Copyright 2012 by Blueconomics Business Solutions GmbH
  73. 73. 77 Collaborative Enterprise Network
  74. 74. 78 Copyright 2012 by Blueconomics Business Solutions GmbH
  75. 75. 79 Podio Project Collaboration Copyright 2012 by Blueconomics Business Solutions GmbH
  76. 76. 80 Copyright 2012 by Blueconomics Business Solutions GmbH
  77. 77. 81 i2S Studie 2012: CRM Herausforderungen Copyright 2012 by Blueconomics Business Solutions GmbH
  78. 78. 82 Case7. Visualize Company Networks Win. Grow. SocialSalesMap.® Copyright 2012 by Blueconomics Business Solutions GmbH
  79. 79. 83 Enhance Your Sales Network Hunt Manage Strategic Sales Opportunities Farm Develop Key/Target Accounts Copyright 2012 by Blueconomics Business Solutions GmbH
  80. 80. 84 Copyright 2012 by Blueconomics Business Solutions GmbH
  81. 81. SocialSalesMatrix: Analyzing Sales Networks Win. Grow. SocialSalesMap.® Copyright 2012 by Blueconomics Business Solutions GmbH
  82. 82. 86 The «Social Sales» Cycle 2 Identify Analyze 1 Act 3 Copyright 2012 by Blueconomics Business Solutions GmbH
  83. 83. Thank you for your great support and recognition. Copyright 2012 by Blueconomics Business Solutions GmbH
  84. 84. 88 Copyright 2012 by Blueconomics Business Solutions GmbH
  85. 85. Kony Mobile CRM Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL
  86. 86. 90 Pitcher: Engaging Sales Presentations
  87. 87. 91 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
  88. 88. 92 Blueconomics CRM Framework Copyright 2012 by Blueconomics Business Solutions GmbH
  89. 89. 93
  90. 90. 94 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
  91. 91. 95 McKinsey Quarterly: Six social-media skills every leader needs
  92. 92. «What you can’t measure, you can’t manage.» Robert S. Kaplan Copyright 2013 by Andreas Uthmann
  93. 93. 97 Joseph Jaffe: Flip The Funnel Copyright 2013 by Andreas Uthmann
  94. 94. 98 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
  95. 95. 99 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
  96. 96. 100 The Networked Economy Source: McKinsey & Company,»Business and Web 2.0: An interactive feature”, November 2011.
  97. 97. 101 Surprise, Surprise...
  98. 98. 102 Inspired? Learn & Grow Organisation & Budget Quick Wins Identifizieren Geschäftsziele Definieren Copyright 2013 by Andreas Uthmann
  99. 99. Beflügeln Sie Ihren Verkauf.
  100. 100. 104 www.Blueconomics.info Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL
  101. 101. Andreas Uthmann Zürich, Februar 2013 Wer oder was ist eigentlich Social CRM?

Notizen

  • 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.
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