This document discusses social CRM and how it differs from traditional CRM. Social CRM is a company's response to customers owning the conversation on social media and other online channels. It involves listening to customers, engaging with them through social and other digital channels, and using social data to enhance customer relationships and experiences. The document provides examples of how a bicycle dealer could implement aspects of social CRM by monitoring online customer conversations, engaging with customers on social media, and gaining insights to improve marketing, sales and customer service. It emphasizes that social CRM is a long-term strategy requiring an outside-in approach where the customer is at the center.
11. Forrester, The future of the social web
2006 2007 2008 2009 2010 2011 2012 2013 2014
Social relationships
Social functionality
Social colonization
Social context
Social commerce
12. Forrester, The future of the social web
2006 2007 2008 2009 2010 2011 2012 2013 2014
Social relationships
Social functionality
Social colonization
Social context
Social commerce
people talking to each other online, yet no social networks
social networking
“friends” (walled gardens) social identies
(Facebook Connect)
customisation based on social profiles
power to the (connected)
customer (social CRM)
17. PEOPLE
CUSTOMERS
TRUST
have access to every possible information, therefore ...
no longer need to listen, they’ll just talk to each other. Meaning ...
today works totally different then it used to.
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26. Social CRM is the
company's response to the
customer's ownership of
the conversation.
Paul Greenberg
27. Social CRM is a company’s necessary response to its
customers’ transformation from spectators to
participants and their subsequent co-ownership of the
brand, based on their needs rather than on your rules.
36. Purpose of “Social” ?
1. Marketing and PR 2. Sales 3. Customer Support
Source: FollowFridays Survey
83%
13%
2%
37. MARKETING & PR1
✓ Listening allows you to reach out to
prospects at the very moment they
have a specific need.
✓ Better analysis of marketing
effectiveness.
✓ Social media as a currency.
39. TastiRewards incentivizes
customers to associate their
Twitter, Facebook and Foursquare
accounts with their Tasti D-Lite
membership cards.
Each time your card is swiped, your
Twitter/Facebook/Foursquare
status is updated and you earn
extra points.
41. The value of sharing.
each share equals
$1.78 in ticket sales
42. SALES2
✓ Enriching prospect and
customer data with
social interactions to
get a better view of the
client.
Imagine I’d also be asked for my
social profiles in order to provide sales
people with “socially enriched leads”.
43.
44. CUSTOMER SERVICE3
✓ Proactive problem solving and answering to customers.
✓ Better view of the client’s situation (history,
influence, ...).
“Twitter has changed the
culture of our company.”
Brian Roberts, Comcast CEO
47. THE FIVE M’S OF SOCIAL CRMMMMM
✓ Monitoring
✓ Mapping
✓ Management
✓ Middleware
✓ Measure
According to Altimeter
48. MONITORING1
✓ Similar to social media,
you can’t engage in social
CRM without listening first.
✓ Monitor the social web for
relevant content.
49. MAPPING2
✓ Identify who’s talking. Do we
already know this person on
other social networks, our
own database, ...?
✓ Get people to map their
profiles themselves (in return
for rewards).
50.
51. MANAGEMENT3
✓ The rules and processes that define what we’re going
to do with what we just learned:
✓ When are we going to
respond how?
✓ How do we dispatch
information to whom
(remember social
crm is about the
entire organisation)?
60. Bart has done extensive research, yet he
can’t decide between two models. In order to
make a final decision, he turns to his friends.
61. Choose my bike
http://www.url.com1
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63. 1 So why is this interesting?
✓ Bart discusses both bikes (and probably the
dealership as well) extensively with his online
friends.
✓ If the dealer manages to monitor these
conversations properly, he’ll have access to sales
information he’s never had before.
✓ Moreover, the conversation might well have
drawn in a number of other interesting leads.
66. Just like any other consumer, Bart’s
pretty excited about his new purchase.
As soon as he returns home, he
immediately visits his favorite online
social networks to share his
enthousiasm with friends and family.
71. 2 So why is this interesting?
✓ We’re optimally using Bart’s enthousiasm to tell his
friends about the Kalkhoff brand.
✓ Comments and congratulations provide us with
interesting insights on why people (dis)like the bike.
✓ And again, the conversation might well have drawn
a number of new leads.
✓ We’re able to find out which of our customers are
able to reach the largest network of friends.
72. WHY THE BICYLE DEALER BENEFITS
✓ Enrich (map) our database with social profiles.
✓ Topic of conversation among Bart’s friends.
✓ Closely monitor the conversation.
✓ Gather leads based on comments and discussions.
✓ Confirm customers in their purchase decision.
✓ WOM: Bart becomes our most trusted sales representative.