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The Rise of Social CRM
1. The Rise of Social CRM
What it Means for Your Business
Richard Hughes
rhughes@broadvision.com
@_richardhughes
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10. What is Social CRM?
“Social CRM is a philosophy and a
business strategy, supported by a
technology platform, business rules,
processes and social characteristics,
designed to engage the customer in a
collaborative conversation in order to
provide mutually beneficial value in a
trusted and transparent business
environment.”
It is the company's programmatic
response to the customer's control of
the conversation.”
Paul Greenberg
11. What’s wrong with this picture?
“In MarketingSherpa’s recent social marketing
benchmark survey, 38 percent of marketers
responded that they have not yet begun
planning a social CRM initiative”
Exploding 3 Social CRM Myths that Paralyze Business Leaders
October 2011
22. “It's one thing to read about your
company, but when a customer can
associate it with an actual person, it
creates a deeper, more meaningful
connection to the brand”
Tony Hsieh
33. Gartner: Top Use Cases for Social CRM
Marketing
• Idea management
• New product market
research
• New product launch
• Social campaigns
• Social Event
Networking
• Public relations
• Brand/reputation
promotion and
defence
Customer service
• Peer-to-peer support
• Service customer
feedback
• Service listen and
respond
• Service process
analysis
Sales
• Social sales
prospecting and
research
• Social sales
collaboration
34. The company’s
response
to the customer’s ownership of
the conversation
Social Media
Monitoring
Peer-to-peer support
Enterprise 2.0 Social sales collaboration
Customer
communities
Idea management
Social CRM is…
all of the above
35. The company’s
response
to the customer’s ownership of
the conversation
Social Media
Monitoring
Peer-to-peer support
Enterprise 2.0 Social sales collaboration
Customer
communities
Idea management
a philosophy and a business strategy