Social CRM and Social Business

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Tom Schuster (General Manager, EMEA, SugarCRM) presented this introduction to Social CRM and Social Business at Our Social Times's Paris Social CRM 2011 conference. The rapid adoption of social media has created a new paradigm for doing business: it's called Social Business. In this presentation, Tom Schuster will set out how to make your business a Social Business and how to supercharge your internal processes through the use of Social CRM - and your own imagination. He will explain how to engage with customers in meaningful ways, capture customer data, drive revenue and build brand reputation.

Business Technologie

Social Business and Social CRM

Tom Schuster
General Manager
SugarCRM Europe, Middle East, Africa

Social Business

GETTING STARTED
• The business context
• The essential characteristics
• Getting started
• A live example
• Recommendation

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Evolution of the Sales Landscape

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Marketing: Complex Social Buying Model

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Customer Service is Marketing

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Start With the Customer

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Put the customer at the center

CRM

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CRM

Customer
Relationship
Management

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CRM

CRM is about Customers

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CRM is about Acquiring,
Retaining and Growing
Customers

©2011 SugarCRM Inc. All rights reserved. 10
©2009 SugarCRM Inc. All rights reserved. 05/08/09
10/17/2011 10

Enable the sales edge

INNER CORE SALES EDGE CUSTOMERS

SALES

CUSTOMER
SERVICE

CALL CENTER

MARKETING

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Introducing Social CRM

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CRM Made Social: Enable the customer edge
SALES EDGE CUSTOMERS

SALES

CUSTOMER
SERVICE

CALL CENTER

MARKETING

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Social CRM

Social CRM is an
extension of, not a
replacement for, CRM

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CRM made Simple

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CRM Made Simple Social CRM

Intuitive

Open

Flexible

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6 Steps to Getting started with Social CRM

Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice

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Getting started with Social CRM Social CRM

Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice

10/17/2011 ©2011 SugarCRM Inc. All rights reserved. 18

Social CRM
Open

Technology
Open Systems
Users Have Control
Web Standards
Reasonable, predictable cost

Community
Hundreds of Extensions
Qualified Partners

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Social CRM
Intuitive

For Users
Web 2.0 User Experience
Works the Way YOU Work

For Administrators
Simple Customisation
Seamless Upgrades

10/17/2011 ©2011 SugarCRM Inc. All rights reserved. 21

Getting started with Social CRM

Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice

10/17/2011 ©2011 SugarCRM Inc. All rights reserved. 22

360 Degree View of the Customer
CRM Activities External data sources
• Customer Support • ERP
• Marketing • Market Data
• Sales • HR

Specialised Tools
• Web Analysis
• Business Intelligence

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IBM and SugarCRM: integrated offerings

LotusLive TM

LotusNotes

SPSS

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SugarCRM: Run Anywhere

RUN ANYWHERE
• Any Device
• Any Platform
• Any Cloud

On Site

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Expands SugarCRM’s Global Reach
Sugar On-Demand + Sugar on IBM SmartCloud Enterprise

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Step 5: Provide collaboration tools

Collaboration Conferencing

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Twitter Feeds on Your Dashboard

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LinkedIn Accounts

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Google Maps integration

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Question:

What is the Social CRM interface
of the future?
Answer:

The social networking site of
choice
combined with

The global leading open CRM
system

10/17/2011 ©2011 SugarCRM Inc. All rights reserved. 34

Hillel Uses Social CRM to Connect with
College Students

10/17/2011 ©2011 SugarCRM Inc. All rights reserved. 35

Add additional fields before saving to Sugar

10/17/2011 ©2011 SugarCRM Inc. All rights reserved. 36

Enter Friend Details in Facebook

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10/17/2011 ©2011 SugarCRM Inc. All rights reserved. 38

Add Interactions in Sugar from Facebook

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Match Event Attendees with Contacts in Sugar

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Write Comments to Facebook Wall from Sugar

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Link Existing Contacts to Facebook Friends

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Type the names of Facebook friends

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Facebook Friend Request

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Mobile Interactions

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“Our newly updated REACH database program
powered by Sugar Professional even features a
mobile application that allows students and
professionals to track their interactions and
relationship-building in the fast paced and
constantly changing world in which our college
students live.”

Wayne L. Firestone
President, Hillel: The Foundation for Jewish
Campus Life

10/17/2011 ©2011 SugarCRM Inc. All rights reserved. 10/17/2011 47 ©2011 SugarCRM Inc. All rights reserved. 47

Components of a Social CRM
Conferencing Cloud

•
•
•
•

Collaboration Community
10/17/2011 ©2011 SugarCRM Inc. All rights reserved. 48

Social Business and social CRM

Start with the customer

Choose an Open CRM System

Enable a flexible, Cloud 2.0 infrastructure

Integrate Collaboration and conferencing

Allow Users to use their social tools of choice

10/17/2011 ©2011 SugarCRM Inc. All rights reserved. 49

Microsoft The Sweeter Road
Oracle
SFDC

©2011 SugarCRM Inc. All rights reserved. 50
10/17/2011 50

Thank you

Tom Schuster
tschuster@sugarcrm.com

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