Social CRM (Follow Fridays)

SOCIAL CRMWhen 2 Worlds Meet

1

2

SOCIAL MEDIAThe limitations of

Social is certainly not obvious for each and every organisation.

SOCIAL MEDIAThe limitations of

Even realtime is not fast enough.

SOCIAL MEDIAThe limitations of

Impossible to scale.

SOCIAL MEDIAThe limitations of

Customers don’t really care about departments.

CRMThe limitations of

Even though very customer-focused, the customer is not actively involved.

CRMThe limitations of

Company CustomerINSIDE OUT

CRMThe limitations of

Company CustomerINSIDE OUT

Other customer

Other customer

Other customer

Other customer

social media crm

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

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)

SOCIAL MEDIA AND CRM

WILL THEY BLEND?

LET’S FIND OUT TODAY ...

1. What is this social CRM all about?

2. Advantages and opportunities

3. Putting SCRM into practice

4. Takeaway tweets

SO WHAT IS THISSOCIAL CRM ALL ABOUT?

1

I GUESS WE ALL AGREE

THE WORLD HAS CHANGED

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.

Disagree? Ask

Traditional

Today

Forrester

YOUR BEST CUSTOMER ISN’T NECESSARILY

THE ONE WHO BUYS MOST

Who is your most valuable customer?

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The 80/20 rule

The 80/20 rule

Who is your most valuable customer?pu

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The 90/9/1 rule*

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90% audience

9% editors

1% creators

*cc Jake McKee & 90-9-1.com

The 80/20 rule

Who is your most valuable customer?pu

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The 90/9/1 rule*

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90% audience

keep

*cc Jake McKee & 90-9-1.com

1% creators

The 80/20 rule

Who is your most valuable customer?pu

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The 90/9/1 rule*

con

ten

t co

ntr

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tion

90% audience

keep

grow

*cc Jake McKee & 90-9-1.com

1% creators

The 80/20 rule

Who is your most valuable customer?pu

rcha

se v

alu

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€

€€

€€€

€€€€

The 90/9/1 rule*

con

ten

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90% audience

keep

grow

*cc Jake McKee & 90-9-1.com

1% creators

acquire

Social CRM is the company's response to the customer's ownership of the conversation.

Paul Greenberg

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.

relationship managementsocial customer

? ?

?

Company CustomerTRADITIONAL CRM: INSIDE OUT

SOCIAL CRM: OUTSIDE IN

Company CustomerTRADITIONAL CRM: INSIDE OUT

SOCIAL CRM: OUTSIDE IN

Other customer

Other customer

Other customer

Other customer

Company CustomerTRADITIONAL CRM: INSIDE OUT

SOCIAL CRM: OUTSIDE IN

SO WHAT REALLY IS

THE DIFFERENCE?

WHO

WHAT

WHEN

WHERE

WHY

HOW

Assigned departments

Company defined proces

Business hours

Defined channels

Transaction

Inside out

Everyone

Customer defined proces

Customer sets the hours

Customer-driven dynamic channels

Interaction

Outside in

ADVANTAGESAND OPPORTUNITIES

2

MARKETING & PR1

SALES2

CUSTOMER SERVICE3

Purpose of “Social” ?

1. Marketing and PR 2. Sales 3. Customer Support

Source: FollowFridays Survey

83%

13%2%

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.

69,2

19,211,5

75

21,9

3,1

75

18,8

pre-campaign campaign post-campaign

= negative = neutral

A better analysis of marketing effects.

6,3

= postive

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.

The value of sharing.

The value of sharing.

each share equals $1.78 in ticket sales

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”.

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

Comcastcares

PUTTING THINGSINTO PRACTICE

3

THE FIVE M’S OF SOCIAL CRMMMMM

✓ Monitoring✓ Mapping✓ Management✓ Middleware✓ Measure

According to Altimeter

MONITORING1

✓ Similar to social media, you can’t engage in social CRM without listening first.

✓ Monitor the social web for relevant content.

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).

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)?

MIDDLEWARE4

✓ The seamless integration of social and corporate data.

MEASURE5

✓ We probably no longer need to convince you of the importance of measuring ...

✓ Yet what you can’t measure, you can’t improve.

18 use cases to have a look at. We picked a few for this next example.

LET’S TRY

AN EXAMPLE

Remember this bike?

Let’s imagine for a second we’re bicycle dealers and want to sell Bart a new bike.

AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE

1 2

Google

http://www.url.com1

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.

Choose my bike

http://www.url.com1

Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper.

Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat ullamcorper.

Facebook

http://www.url.com1

Don’t pick the designer bike. Way too expensive! The Kalkhoff is better, even features built-in USB!

OR

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.

Bart decides to buy this bike.

AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE

1 2

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.

Facebook

http://www.url.com2

Woot! Just bought myself a new bike!

Super!

Which one did you pick?

Wow! What color did you choose?

I like!

That’s great news! Yet as a bicycle dealer, we’re missing quite an opportunity. Let’s help Bart share his enthousiasm.

Facebook

http://www.url.com2

Woot! Just bought myself a new bike! Go have a look at http://bycic.ly/47z6m

Super!

I want one too!!!

OMG! USB!

I like!

Bycic.ly

http://www.url.com2

Congratulations Bart with your brand new Kalkhoff bike. Have fun!

Super!

I want one too!!!

OMG! USB!

I like!

Bike specifications

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.

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.

TAKEAWAYTWEETS5

4

Social CRM is not a replacement for traditional CRM, nor for social media.74 characters

It’s a solution to business problems that have always existed.62 characters

SCRM is a (long-term) strategy. Technology only is the enabler.63 characters

There’s no such thing as one size fits all.43 characters

We’re just scratching the surface. And you should do that too*.62 characters

* don’t worry: while you’re doing so, we’ll be glad to help you.

thanks you!

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Follow Fridays Briefing !

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tijs.vrolix@proximity.bbdo.befranky.willekens@proximity.bbdo.bebart.muskala@proximity.bbdo.bejan.algoed@proximity.bbdo.be