an introduction to social crm & social business, tom schuster, sugarcrm
DESCRIPTION
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.TRANSCRIPT
Social Business and Social CRM
Tom Schuster
General Manager
SugarCRM Europe, Middle East, Africa
Social Business
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GETTING STARTED
• The business context
• The essential characteristics
• Getting started
• A live example
• Recommendation
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Change:
Newspaper Circulation
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Change: Egypt’s Facebook Revolution
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Change: Occupy Wall Street Revolution
Change: Accelerated speed to going Critical
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Change: Facebook rapid adoption
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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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CRM
Put the customer at the center
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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
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Enable the sales edge
SALES EDGE CUSTOMERS INNER CORE
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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Open
Intuitive
Flexible
CRM Made Simple Social CRM
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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
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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
Social CRM
Technology
Open Systems Users Have Control
Web applications Web Standards
Reasonable, predictable cost
Community
Open Social CRM
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Getting started with Social CRM
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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
Social CRM
For Users
Web 2.0 User Experience
Works the Way YOU Work
Intuitive
For Administrators
Simple Customisation
Seamless Upgrades
Social CRM
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Getting started with Social CRM
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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
360 Degree View of the Customer
CRM Activities
• Customer Support
• Marketing
• Sales
INTERNAL data sources
• ERP
• Market Data
• HR
• Product
External Data Sources
• Linked-In
• InsideView
• Hoovers
Specialised Tools
• Web Analysis
• Business Intelligence
• Statistics
Getting started with Social CRM
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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
RUN ANYWHERE
• Any Device
• Any Platform
• Any Cloud
CLOUD 2.0 Run Anywhere
On Site
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Intuitive
Getting started with Social CRM
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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
Social CRM
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Collaboration Conferencing
Step 5: Provide collaboration tools
Getting started with Social CRM
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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
Social CRM
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
An open CRM system
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Hillel Uses Social CRM to Connect with
College Students
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Add additional fields before saving to CRM
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Enter Friend Details in Facebook
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Add people from Facebook to CRM
Add Interactions in CRM from Facebook
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Match Event Attendees with Contacts in CRM
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Contact Profile Page
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Write Comments to Facebook Wall from CRM
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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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Result:
Goal exceeded by
500%
•
•
•
•
Components of a Social CRM
Conferencing Cloud
Collaboration Social
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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
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The Sweeter Road Microsoft
Oracle
SFDC
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