the rise of social crm: what it means for your business
DESCRIPTION
Richard Hughes of Broadvision (which runs Clearvale, the enterprise social networking solution) explains what social CRM is and how it is changing businesses, both inside and out.TRANSCRIPT
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
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 LeadersOctober 2011
Who owns “Social”?
Who owns the phone?
“Customer service is not a department, it's a company
culture”
“Customer service is not a department, it's a company
culture”
“We’re all marketers now”
“Customer service is not a department, it's a company
culture”
“We’re all marketers now”
“We’re all salesmen”
Talking Discussing
Hearing Listening
Public Social
Non-synonyms
Elvis Costello’s Guide To British English
Oliver’s Army is here to stayOliver’s Army are on their way
“I have the belief that the long term strategies do not reside in
these branded accounts, but rather with the employees themselves”
Frank Eliason
The Good
“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
The Good
The Bad
“A lot of times, people don't know what they want until you show it to them”
Steve Jobs
The Ugly
“Qwikster became the symbol of Netflix not listening”
Reed Hastings
Engage the customer
Engage the customer
Social Media
Engage the customer
“Enterprise 2.0” Social Media
Engage the customer
Customer communities
“Enterprise 2.0” Social Media
Mixed Metaphors
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
The company’s response
to the customer’s ownership of the conversation
Social Media MonitoringPeer-to-peer support
Enterprise 2.0 Social sales collaboration
Customer communitiesIdea management
Social CRM is…
all of the above
The company’s response
to the customer’s ownership of the conversation
Social Media MonitoringPeer-to-peer support
Enterprise 2.0 Social sales collaboration
Customer communitiesIdea management
a philosophy and a business strategy
Social CRM
