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Wer oder was ist eigentlich Social CRM?

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Presentation at ONE Schweiz/Digicomp Event in Zürich, dated 2013/02/09.

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Wer oder was ist eigentlich Social CRM?

  1. 1. Andreas UthmannZürich, Februar 2013Wer oder was ist eigentlichSocial CRM? Copyright 2012 by Blueconomics Business Solutions GmbH
  2. 2. 2
  3. 3. 3Wer nutzt bereits Social CRM? Copyright 2013 by Andreas Uthmann
  4. 4. 4Wer würde gerne Social CRM nutzen? Copyright 2013 by Andreas Uthmann
  5. 5. 5Warum? 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. 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. 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
  10. 10. 10About Me, ch.linkedin.com/in/uthmann Copyright 2013 by Andreas Uthmann
  11. 11. 11Customer Intimacy is CEO Priority #1Source: IBM Institute for Business Value, «Capitalizing on Complexity – Insights from global CEO Study», May 2010.
  12. 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
  13. 13. 13So what is Social CRM? SalesCollaboration Social Media Customer Marketing Service Copyright 2013 by Andreas Uthmann
  14. 14. 14
  15. 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
  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. 17Our 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. 18Copyright 2012 by Blueconomics Business Solutions GmbH
  19. 19. The «Information Challenge» Win. Grow. SocialSalesMap.® Copyright 2012 by Blueconomics Business Solutions GmbH
  20. 20. 20Identify Social ContactsWin. Grow. SocialSalesMap.® Copyright 2012 by Blueconomics Business Solutions GmbH
  21. 21. 21Copyright 2012 by Blueconomics Business Solutions GmbH
  22. 22. 22Social Connector for Outlook Copyright 2013 by Andreas Uthmann
  23. 23. Windows Phone: Social Phonebook Copyright 2013 by Andreas Uthmann
  24. 24. 24Copyright 2012 by Blueconomics Business Solutions GmbH
  25. 25. Social Customer Engagement has arrived Copyright 2012 by Blueconomics Business Solutions GmbH
  26. 26. 26Integrated NewsstreamMore Customers. Less Work.™ Copyright 2012 by Blueconomics Business Solutions GmbH
  27. 27. 27Copyright 2012 by Blueconomics Business Solutions GmbH
  28. 28. «Social Media puts Buyers, notMarketers in control.»Laura Ramos, Forrester Copyright 2013 by Andreas Uthmann
  29. 29. Copyright 2013 by Andreas Uthmann
  30. 30. 30The Buying Process Copyright 2013 by Andreas Uthmann
  31. 31. 31Accelerom: Touchpoint Analysis Copyright 2013 by Andreas Uthmann
  32. 32. 32Copyright 2012 by Blueconomics Business Solutions GmbH
  33. 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
  34. 34. 34Social Keyword SearchMore 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. 38Copyright 2012 by Blueconomics Business Solutions GmbH
  39. 39. HubSpot: Inbound Marketing
  40. 40. 42Copyright 2012 by Blueconomics Business Solutions GmbH
  41. 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
  42. 42. 44Identify ContactsMore Customers. Less Work.™ Copyright 2012 by Blueconomics Business Solutions GmbH
  43. 43. 45Copyright 2012 by Blueconomics Business Solutions GmbH
  44. 44. 46Mark S. Granovetter, 1973
  45. 45. 47Copyright 2013 by Andreas Uthmann
  46. 46. 48Copyright 2013 by Andreas Uthmann
  47. 47. 49
  48. 48. 50Source: McKinsey & Company, November 2012.
  49. 49. 51Video: The truth about advertising. Copyright 2013 by Andreas Uthmann
  50. 50. 52Break
  51. 51. 53Our 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 hatebeing sold to.»Miller Heiman Copyright 2013 by Andreas Uthmann
  53. 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
  54. 54. The «Social Sales» Cycle Who? 2 What?  Identify Analyze  1 How? Act 356 Copyright 2013 by Andreas Uthmann
  55. 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
  56. 56. 58Copyright 2012 by Blueconomics Business Solutions GmbH
  57. 57. Video: What’s better than cold calling?
  58. 58. 60
  59. 59. 61Copyright 2012 by Blueconomics Business Solutions GmbH
  60. 60. 62Identify joint ConnectionsWin. Grow. SocialSalesMap.® Copyright 2012 by Blueconomics Business Solutions GmbH
  61. 61. 63Copyright 2012 by Blueconomics Business Solutions GmbH
  62. 62. 65Copyright 2012 by Blueconomics Business Solutions GmbH
  63. 63. 66Copyright 2012 by Blueconomics Business Solutions GmbH
  64. 64. 67Investment PrioritiesSource: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.
  65. 65. 69Copyright 2012 by Blueconomics Business Solutions GmbH
  66. 66. «A wealth of information creates apoverty of attention.»Herbert A. Simon, Social Scientist, Nobel Prize in Economics
  67. 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. 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
  69. 69. 73Copyright 2012 by Blueconomics Business Solutions GmbH
  70. 70. 74
  71. 71. 75Copyright 2013 by Andreas Uthmann
  72. 72. Collaborate within CRMMore Customers. Less Work.™ Copyright 2012 by Blueconomics Business Solutions GmbH
  73. 73. 77Collaborative Enterprise Network
  74. 74. 78Copyright 2012 by Blueconomics Business Solutions GmbH
  75. 75. 79Podio Project Collaboration Copyright 2012 by Blueconomics Business Solutions GmbH
  76. 76. 80Copyright 2012 by Blueconomics Business Solutions GmbH
  77. 77. 81i2S Studie 2012: CRM Herausforderungen Copyright 2012 by Blueconomics Business Solutions GmbH
  78. 78. 82Case7. Visualize Company NetworksWin. Grow. SocialSalesMap.® Copyright 2012 by Blueconomics Business Solutions GmbH
  79. 79. 83Enhance Your Sales Network Hunt Manage Strategic Sales Opportunities Farm Develop Key/Target Accounts Copyright 2012 by Blueconomics Business Solutions GmbH
  80. 80. 84Copyright 2012 by Blueconomics Business Solutions GmbH
  81. 81. SocialSalesMatrix: Analyzing Sales NetworksWin. Grow. SocialSalesMap.® Copyright 2012 by Blueconomics Business Solutions GmbH
  82. 82. 86The «Social Sales» Cycle 2 Identify Analyze 1 Act 3 Copyright 2012 by Blueconomics Business Solutions GmbH
  83. 83. Thank you for your great supportand recognition. Copyright 2012 by Blueconomics Business Solutions GmbH
  84. 84. 88Copyright 2012 by Blueconomics Business Solutions GmbH
  85. 85. Kony Mobile CRMCopyright © 2012 Kony Solutions, Inc. CONFIDENTIAL
  86. 86. 90Pitcher: Engaging Sales Presentations
  87. 87. 91Our 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. 92Blueconomics CRM Framework Copyright 2012 by Blueconomics Business Solutions GmbH
  89. 89. 93
  90. 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. 91. 95McKinsey Quarterly: Six social-media skillsevery leader needs
  92. 92. «What you can’t measure, youcan’t manage.»Robert S. Kaplan Copyright 2013 by Andreas Uthmann
  93. 93. 97Joseph Jaffe: Flip The Funnel Copyright 2013 by Andreas Uthmann
  94. 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. 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. 96. 100The Networked EconomySource: McKinsey & Company,»Business and Web 2.0: An interactive feature”, November 2011.
  97. 97. 101Surprise, Surprise...
  98. 98. 102Inspired? Learn & Grow Organisation & Budget Quick Wins Identifizieren Geschäftsziele Definieren Copyright 2013 by Andreas Uthmann
  99. 99. BeflügelnSie IhrenVerkauf.
  100. 100. 104 www.Blueconomics.infoCopyright © 2012 Kony Solutions, Inc. CONFIDENTIAL
  101. 101. Andreas UthmannZürich, Februar 2013Wer oder was ist eigentlichSocial CRM?

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