The Convergence of Social Media and CRMJanuary 26th, 2010

Introduction

Richard Bolton• President and Senior Consultant for Centricity360 Software

Consulting.

• 15 years experience in selling, marketing, consulting and implementing a very broad range of software and hardware solutions.

• Microsoft Software Advisor – Microsoft Dynamics CRM.

• Specialize and Strategize on:

• Customer Relationship Management – Sales, Marketing and Customer Support.

• Social Media – Consulting, Monitoring, Strategies, and Software Application Implementation.

• Chair – Marketing and Communication Committee - Milton Chamber of Commerce. Recipient of the Volunteer of the Year 2008.

Agenda

The New Economy – Social Media Impact Traditional CRM The Social Media Revolution Social CRM SCRM - Concept, Approach, Benefits. SCRM Technologies 2010 Q&A

The New EconomyThe Impact of Social Media

Social media is helping to forge a new era in business transparency and engagement, creating both new challenges and opportunities.

Today’s customers expect an honest and direct relationship with the companies with which they do business.

Companies are asked to be increasingly transparent and personal, revealing their human side.

Web 2.0 – 4 C’s – Content, Conversation, Collaboration, Community.

The New EconomyThe Shift

The Old Game

Trying to Sell

Large Campaigns

Controlling our Image

Hard to Reach

Social Economy

Making Connections

Small Acts

Being Ourselves

Available Everywhere

Traditional Customer Relationship Management

One to One Selling. Company to Customer.

Improved Operational Effectiveness – Internal Focus. Features and Benefits. Process Centric – Automation. Workflows. Reporting.

Improved Interdepartmental Collaboration Sales, Marketing and Service working as a cohesive unit.

Data Driven - Easier access to information. Data Centric – All customer data in one Location

Grew out the need to store, track, and report on critical information about customers and prospects.

More about the internal operations of a company.

Social Media RevolutionTransitioning CRM Focus

Content-Driven. Relevant, compelling content. Developing a blog post, podcast, YouTube video, or

Webinar, creating attractive content is a key pillar of Social CRM strategy.

Conversation-Centric. Conversations generate value.

People/Community-Focused. Social CRM is all about people and community. Customers contributing to product innovation

Social CRMDefinition

“CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

By  Paul Greenberg, President, The 56 Group

Social CRM is a company wide philosophy and a business strategy of engaging customers through Social Media for

communicating trust and brand loyalty.

Social CRMDefinition

Social Media Big Picture

Social CRMConcept - Benefits - Approach

What is it?

Web 2.0 is expanded the R in CRM:

CRM

Relationship

Social CRM - The Concept Social CRM is a new organizational philosophy

for governing our businesses in the new social economy.

It’s a customer strategy by which sales, marketing and service departments use social media to engage and support the customer. Externally.

How we share, interpret and act on those conversations in the best interest of customer. Internally.

Interaction with the CRM software system.

Social CRM

Social CRM - SCRM

The 3 Pillars of Social CRM: Social Media

Customers on the Social Web. Content, Conversation, Collaboration, Community.

Customer Relationship Management How Sales, Marketing and Service use Social Media both

external and internal to the company.

Transactional CRM Conversion process where we are converting nurtured

conversations to transaction business.

Social CRM

Integrating Social CRM in Business The Approach

Create a Customer based Social Media Marketing Strategy. Don’t lead with tools and expect your audience to

show up.

P.O.S.T. People, Objectives, Strategy, Technology Groundswell - Josh Bernoff and Charlene Li

Set Company Social Media Policy. Marketing should lead Social Media Strategy.

Monitor, Monitor, Monitor.

Benefits of Social CRMOrganizational Shift

Marketing Teams Meeting prospect at the point of need, earlier in the

buying process. Real Time listening and monitoring of conversations. Gain faster and greater insight into the effectiveness

of their marketing and communication efforts. Helps define and refine their message.

Sales Teams. More relevant information on customers and

prospects. Integrated view of customer online conversations,

analytics (SEO, Website) and existing CRM history.

Benefits of Social CRMOrganizational Shift

Service Teams. Empowered to provide memorable service. Responding to the customer on the customers terms

using the customers medium. Integrated view of the interaction, engagement and

conversation history.

Product Development Collaborate with the customer through the

development phase. Build advocacy and positive word of mouth. Via forums, communities, contests and polls.

Social CRM - BenefitsWhat to expect

Raise Marketing ROI thanks to better targeting, better product solution, customer experience and word-of-mouth.

Improve marketing effectiveness. Identify new business opportunities and improve

cross/up-sell abilities through increasing contact with existing and potential customers.

Increase R&D capabilities and stimulate innovation. Increase customer loyalty – Improve brand

reputation. Decrease customer service costs through self-

helping communities.

SCRM Products to Watchin 2010

Traditional CRM Vendors offering Social Integration Microsoft Dynamics CRM – “Social Media Accelerator”. SalesForce.com – “Chatter” and “Cloud Connectors” Sugar CRM – “Cloud Connectors” Act! – “Social Media Integration”

Community Platforms Offering Social CRM Lithium Technologies – “Social CRM Suite”

Community Applications, Reputation Engine, Actionable Analytics, CRM Connectivity, and Social Web Connectivity.

Brand Monitoring Offering Social CRM Radian 6 – “Webtrends” and “SalesForce”

Microsoft Dynamics CRMSocial Networking Accelerator

Social CRMConclusions

Social CRM does not replace traditional CRM. It extends the traditional CRM capabilities to engage conversations with

customers and the market.

Social CRM humanizes the company. The customers see it as a trusted peer. Customers trust people like themselves.

Social CRM puts the customer at the core of the companies strategy. Affects the entire organizational structure and culture. A new organizational mindset.

Social CRM introduces new value drivers thanks to customers engaged with the brand. Innovation through customers engaged with products.

Q & A

Discussion:Social Media Marketing Strategy

2010

Thank you!