social crm 2

8/6/2019 Social CRM 2

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Social CRM Use Cases:

5Ms and Marketing

R Ray WangPartner

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April 8, 2010

Jeremiah OwyangPartner


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2010 Altimeter Group

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Social CRM represents a continuing journey by

organizations to deliver the right customer experience at

the right time . Its NOT just about technologies. Its NOT

just about business processes . Its fundamentally how to

and where to reengage with customers in both social

channels and the traditional world.

The customer experience journey

continues with Social CRM


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Facebook is second biggest site in US

Source: Compete.com (January 2010)


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Time spent on Facebook increased by

10% in January 2010alone

Source: Nielsen (February 16, 2010)

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Brands are trying to catch up5

www.engagementdb.com


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For companies, real time is not fast enough, Ex. Motrinresponded to angry moms within 24 hours it was too slow.

Companies are unable to scale to meet the needs of social, Ex.Dell and ComcastCares community managers cannot scale tomeet all customer interactions

Customers dont care what department youre in they just wanttheir problem fixed.

@dooces support problem with Maytag quickly became a

PR nightmare had the support group known she was aninfluencer (and what it means), they could have supportedher better.

Companies cannot keep up6


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Outdated frameworks and pet theories relegate discussions toincremental fixes.

Organizations realize they are no longer in charge. They often

lack a credible strategy that empowers employees to catch upto customers.

Although ComcastCares has over 10 employees responding insocial channels, they cant scale. Furthermore, a proliferation of new social networks and mobile tools are appearing at an

increased pace organizations will fall further behind.The result tremendous amounts of waste in piecemeal data,customer records, APIs, and experiences leaving companiesunable to efficiently reach customers, prospects, and partners.

Companies know the problem will get

worse before it gets better

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This does not replace CRM systems but augments them.This should be done in addition to existing CRM programs.

Remember the rules of engaging with customers thecommunities are in charge.

Change your mindset8


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Face to Face

Phone

Web

Machine to Machine

Community

Mobile

BusinessUseCases

BusinessUseCases

SocialCustomer Insights

SocialCustomer Insights

SocialMarketing

SocialMarketing

Social SalesSocial Sales

SocialService &Support

SocialService &Support

SocialInnovation

SocialInnovation

CollaborationCollaboration

Customer ExperienceCustomer

Experience

2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States

Choose Your Entry Points to Business Value


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Marketing Sales Service &Support InnovationCollaboration

Customer Experience

2. SocialMarketingInsights

3. RapidSocial

MarketingResponse

4. SocialCampaignTracking

1. Social Customer Insights: The 5Ms

5. SocialEvent

Management

6. SocialSales Insights

7. RapidSocial Sales

Response

8. ProactiveSocial LeadGeneration

9. SocialSupportInsights

10. RapidSocial

Response

11. Peer-to-Peer Unpaid Armies

12.InnovationsInsights

13.Crowdsourced

R&D

14.CollaborationInsights

15. EnterpriseCollaboration

17. SeamlessCustomer Experience

18. VIPExperience

16. ExtendedCollaboration

2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States

The 18 Use Cases of Social CRM


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Start with the Five 5Ms11

Monitoring

Mapping

Management

Middleware

Measurement


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Provide listening capabilities to filter out noise from the socialsphere. Encapsulate both metrics and measurement. Extractinsights making measurement more effective.

Brand monitoring software that monitors and scrapes the socialweb, has team-based workflows and connects to existing CRMdatabases.

Use tightly scoped keywords to define the search parameters.Yet don't go too tight or you miss key opportunities going toowide results in too much noise.

Vendors to watch: Biz360, Buzzmetrics (Nielsen), Cymfony,Radian6, SAS Institute, Scoutlabs, Visible Technologies

Monitoring12


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Mapping solutions identify relationships. Due to lack of singleidentity, companies must link social profiles to customer recordsto provide a holistic experience.

First, find existing public profiles to match, like LinkedIn andGoogle profiles. Additional database fields must be created thatmatch customer records to social profiles.

The trick is to get them to map their profiles for you. Enticethem with rewards, better service, and special deals in an opt-inmanner.

Vendors to watch: Facebook (profiles), Gigya, Google (profiles),OpenID, SalesView, Spredfast, Sprinklr

MDM vendors to watch: D&B Purisma, IBM, Informatica, Oracle

Mapping13


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Without a purpose, social data is unactionable. Business rulesand processes are needed to triage the right information to theright teams in real-time.

Tie back the social world and channels to existing innovation,marketing, sales, support and service processes. Triageprofiles to create prioritization frameworks.

Companies must develop a crises plan for worst possiblescenarios and conduct internal fire drills. Expect the worst tohappen on Friday afternoons.

Vendors to watch: CoTweet, Infor, KANA, Oracle, RightNowTechnologies, SAP, SAS, SugarCRM

Management14


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Middleware technologies glue the social world to the enterprise.Data must seamlessly flow between systems, and advanceddashboards that provide intelligence.

Apply technologies such as complex event processing,business process management, business rules, workflows, dataintegration, and process orchestration among disparatesystems.

Develop business rules based on your unique processes.Include workflows, complex event processing, and enablement

technologies to respond.Vendors to watch: Boomi, D&B Purisma, IBM, Informatica,Oracle, Pervasive, Progress Software, SAS DataFlux, SOASoftware, Software AG, TIBCO

Middleware15


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What you cant measure you cant improve, thereforeorganizations must be able to benchmark whats been done.

Advanced dashboards that provide intelligence. Measure basedon business objective like improved satisfaction, spread of message.

Rely on data to provide benchmarks, trending, prediction, andsentiment. Bring the insight into actionable state.

Vendors to watch: IBM Cognos, Information Builders, Microsoft,Oracle Hyperion, QlikView, SAP Business Objects, SASInstitute

Measurement16


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Social CRM marketing use cases17

Social Marketing Insights (M1)

Rapid Social Marketing Response (M2)

Social Campaign Tracking (M3)

Social Event Management (M4)


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Not all Marketing use cases are market ready



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"Listen before talking."To be effective, marketers must listen to what consumers arealready saying, making them relevant when they deploy their social marketing efforts.

Identify top influencers, rank top conversations, prioritize topchannels, identify velocity of discussion, and gauge the tone of topics.

Sophisticated marketers will create their own private focusgroups using insight community vendors.

Social Marketing Insights (M1)19


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High tech firm discovers 70% of market spend is not reachingtarget audience.

Example Social Marketing Insights (M1)20


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Market Demand Index: 4.00 Tech Maturity Index: 4.00


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AlterianBiz360

BlogPulse (Nielsen)

Brandwatch

BuzzLogic

BuzzMetrics (Nielsen)Cymfony

Dow Jones Insight

Get Satisfaction

IBM Atlas for Lotus Connections

Jive Software (Filtrbox)

Microsoft Dynamics

Overtone

Radian6

RightNow TechnologiesSAS Institute

Scout Labs

Spiral16

Sysomos

TelligentVisible Technologies

Insight community vendors:

CommunispacePassenger



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Defending the brand."Companies can no longer afford to slowly respond tocustomers, as a blogger can trigger a discussion that results inmainstream PR crises

Brands will have to identify what's being said, the severity of theinformation, the influence of that person, and context of previous interactions. They must quickly triage to respond innear real-time.

The Social CRM system provides coordination among teams.

Rapid Social Marketing Response (M2)23


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Brands Are Getting Punkd By Socialhttp://www.web-strategist.com/blog/2008/05/02/a-chonology-of-

brands-that-got-punkd-by-social-media/



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AlterianCoTweet (ExactTarget)HootsuiteJive Software

Microsoft DynamicsRadian6RightNow TechnologiesSalesforce.com

SAPScout LabsTelligentVisible Technologies



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"Optimizing in flight."Unlike traditional advertising, social marketing is constantlychanging and requires constant attention and massaging.

Track what's being said in order to quickly respond. Constantly

monitor sentiment, velocity, discussion, and relationships inorder to make real-time course corrections.

For example, a social gaming company used Social CampaignTracking to learn about the right language and conversations toparticipate in. It changed key elements of its product launch shifting from a print campaign to an actual offer in a countryspecific multi-player environment which led to a 23% increase insales.

Social Campaign Tracking (M3)27


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Restaurant tests offer effectiveness in different FacebookFan Pages and discovers a new cash and carry market.

Savvy brands will look for conversation hot spots andamplify that activity.

Build your marketing plan with flexibility as part of theprogram dont be rigid.



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AlterianBiz360Dow Jones InsightOvertone

Radian6SAS InstituteScout LabsVisible Technologies



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What happens in person goes social."Events are no longer a fixed period of time. Marketers mustuse social to promote the event to connect customers, improvethe event experience in real-time, and track mentions andfollow-ups for lead generation.

Attendees already supplement traditional events with live chatpress conferences, video uploads, and podcasts.

Dont expect this to be limited to physical events.

The goal provide speakers with feedback, answer audiencequestions, and gauge overall sentiment.

Social Event Management (M4)31


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The offline world and online world are intricately related.

Develop a before, during, and after strategy.

Integrate virtual events with existing communities.

Take input from the community feature and enable them inaddition to speakers.



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AlterianBiz360Dow Jones InsightGigya

InXpoON24OvertoneRadian6

Scout LabsUnisfair Visible Technologies



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Begin with the end in mind.Decide what to measure.Start with Social Customer Insights.Identify your targets.

Choose a use case.Design for the future state processes.Consider change management.

Align back to existing CRM processes.Test. Refine. Repeat.

Next steps35

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