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Follow @ residerocks on Twitter. Social CRM: A New Realm of B2B Engagement. I guess .16 is a lot. Introduction. Listening Building and maintaining trust Responding with a sense of urgency Innovating and finding solutions Rockin ’!. - PowerPoint PPT Presentation
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Follow @residerocks on Twitter
Social CRM: A New Realm of B2B Engagement
Introduction
I guess .16 is a lot.
• Listening• Building and maintaining trust• Responding with a sense of urgency• Innovating and finding solutions• Rockin’!
Reside helps businesses solve sales, marketing and service problems by building and integrating cloud solutions.
• Web / Cloud Services Firm• Founded in 2001• Based in Minneapolis, MN• Salesforce.com Partner since 2004
Introducing Reside
Who we are
What we do
What we value
CRM
Manage
Social CRM
Engage
AppDev
Enable
CloudServices
SalesMarketingService
CustomersPartners
Employees
Taking your business model
to the Web
Practice areas
Who we serve
2009: Social Networking Surpasses Email
Email Users
Social Networking Users
Glo
bal U
sers
(MM
)
Social Networking Users Surpass Email Users on 7/09
Source: Morgan Stanley Internet Mobile Report, December 2009
Application Moving to the Cloud
2000’sCloud Computing
Applications
1960’sMainframe
1980’sClient/server
1960’sMainframe
1980’sClient/server
Platforms Moving to the Cloud
2000’sCloud Computing
Platforms
Broad Change in Internet UsageS
hare
of O
nlin
e U
sage
Top Internet Use Cases
Search
Source: Morgan Stanley Internet Mobile Report, December 2009
6/06 9/06 12/063/07 6/07 9/07 12/07
3/08 6/08 9/08 12/083/09 6/09 9/09
Next Generation Devices Changing How We Access the Internet
Annu
al U
nit S
hipm
ents
(M
M)
2005 2006 2007 2008 2009E 2010E 2011E 2012E 2013E
Desktop
Smartphones
Notebook PCs
Source: Morgan Stanley Internet Mobile Report, December 2009
Device Shipments
Ten-Year Computing Cycles10X the number of users per cycle
1980s Client/server Computing
1970s Mini Computing
1990s Desktop Internet Computing
2000s Mobile Internet Computing
1960s Mainframe Computing
Fundamental Shift in Internet/Cloud Computing
“The Facebook Imperative”: The World Has Changed
Amazon.com
Transactional
Tabs
Click
Desktop
Fixed
Location Unknown
Collaborative
Feeds
Touch
Smartphone/Tablet
Mobile
Location Aware
2000 2010
Yesterday’s CRM Needs to Evolve
Contact Center
Companies invested here:
Customers are here:
Community Sites
Customers Talk
“These conversations are going to occur whether you like it or not. Do you want to be part of that or not?
“My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
Michael Dell,BusinessWeek
3,200 followers 281,000 followers 28,000 followers 14,000 followers 1,000,000 followers
Businesses Are Joining The Conversation
Social CRM…is Tapping into social networks to improve marketing, sales,
and service processes and results.
Social CRM enables companies to create a deeper and more engaging community-based relationship with their customers, in place of the traditional approaches to managing them.
Listen, Analyze, Relate, Act
www.mystarbucksidea.com
Why MSI?
PartnersCustomers Both
Current communications
Customer Contact Center
Online Surveys
Passion Panel
Customer Voice
Focus Groups
Survey
Promotional Websites (e.g., itsredagain.com)
Mission Review
External Websites (e.g., StarbucksGossip.com)
Customer Comment Cards
Starbucks.com
Partner Portal
In-Store Experience
"Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"
• Community Moderators– 30-40 throughout the organization, 2 hours per week– 2-3 per department (Beverage, Card, Food, HR, etc)– Two responsibilities:
• Moderate Ideas • Promote Key Ideas to Manager
• Managers– 1 per department– Two responsibilities:
• Support time commitment of moderators• Build business case around Key Ideas
• Executives– Fully supported from highest level of company
Company Commitment
"Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"
• Implement a formal process to put ideas into action
• Flag content that is under consideration
• Share stories of how user ideas are being adopted
Ideas in Action Process
"Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"
Idea Moderators Gather Information
Ideas are vetted
Shared with LeadsLeads help build Businesscase
Presented to ExecutiveTeam for approval
Blog post announcing decision
MSI - Ideas in Action
– The single most important page on the site
– Frequent “blog” posts on actions taken—and further discussion
– Authors from every level and department
– Besides reporting action, a place to hone discussion
"Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"
Results• 40,000 ideas submitted in the first 3 months.• 310,000 votes obtained in the first 2 months the site was live. • 94 ideas were put into action in the first year the site was launched.• Ideas implemented include:
• Gluten-free options, • oatmeal, • free coffee on election day • new ideas for the Starbucks Gold Card program.
“Companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that period. Among the top 100 brands reviewed, Starbucks came out on top.”~ Online Media Daily, July 20, 2009
www.mystarbucksidea.com
"Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"
Mystarbucksidea.com - Key Learnings• The conversation about your company
will happen whether you like it to or not. Your only choice is whether to join it.
• Great content trumps slick design: the MSI site is popular because it delivers relevant, interesting content. Still, people have a limit, especially your core.
• “Internet time” is much shorter than “company time”.
• Even so, people understand some things take time. In the meantime, keep engaging, the written equivalent of a “head nod” goes a long way.
• Customers are willing to donate a ton of time to your company.
• A few “negative” leaders can tank a good conversation. Nip them in the bud. Conversations can turn quickly.
• A community site like MSI is a good place to add context—complete and accurate information—to the ongoing public discussions.
• A successful community requires a significant philosophical commitment from many levels of the company: a new level of transparency, a willingness to give up control.
"Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"
Best Practices
Communities and Channels
Attributes of Social CRM• Social Environment
• Crowdsourced Results
• Community Driven
• Joint Accumulated Value
• Scalable Relationships
• Integrated Analytics
Opportunities and Challenges
How do we take action and deliver measurable business impact?
How do we expose this wealth of insight back to the company?
How do we engage in the conversation and channel this energy?
Common Use Cases
• Facilitate Innovation
• Drive Loyalty
• Monitor Brand-Health
• Enable Self-Service
• Identify Leads
Facilitate Innovation
Drive Loyalty
Monitor Brand Health
Enable Self-Service
Identify Leads
Approaches• Types
– Campaign (short-run)– Evergreen (long-run)
• Audience– Internal– External
• Access– Private– Public
• Execution– Listen & Iterate
Plan Disruptive Shifts
Results
Increase Employee Pride
Gain Customer Insight
Harness Innovation
Create Competitive Differentiation
Generate Better Qualified Leads
Drive Down Support Costs
FICO - Decisions Community
Peer-to-Peer Community
Peer-to-Peer Community
Results• 620 users signed up for the Decision Management Community in the first month the
site was launched• Second largest source for leads• Continual customer engagement from around the globe, rather than only twice a
year.• The integration of the CRM tool allows FICO to capture leads and increase
sales.• The Decision Management Community allows FICO to collaborate directly with its
customers to identify, understand and address their biggest business challenges.• For more information on this case study visit www.reside.biz/fic
Peer-to-Peer Community
Metrics
Metrics
Traffic
Engagement
Pipeline & Conversion
Traffic
Traffic
Social Technographics
Engagement
Omniture
Pipeline & Conversion
43
HÄAGEN-DAZS FRANCHISE MANAGEMENT PORTAL
CUSTOM COUPON BUILDER
Häagen-Dazs – Franchise Management
Results• 53,092 page views were generated on the extranet in the first 10 months.• 8 minutes – average site visit. • Häagen-Dazs staff are able to easily manage the content on the site.• The customized extranet increased engagement between the franchisees
through this interactive space.
Häagen-Dazs – Franchise Management
Tools
The Central Hub
The Central Hub
The Central Hub
The Central Hub
Common Tool Integrations
What if enterprise collaboration worked like Facebook?
But was private, secure, and trusted?
Easy to Use:
Works like Facebook
Trusted:
Real-time Updates:
Secure, private application
Choose the people, documents, and apps to follow
Chatter: A Smarter Way to Collaborate
Share Patient Care Records, Documents and Images
Dr. Deb Lawson
T. Burton Hip X-ray with notes
Attached is Todd’s x-ray from this morning. I think he may have a small hairlinefracture on the femoral neck. Let’s go ahead and order an MRI scan.
Kasey Technician Dr. Lawson – I’ve order an MRI scan for Todd. We’ll take him in and have the results ready for you in less than an hour.
Chatter Helps Teams Market to Physicians and Consumers
Marketing teams collaborate on
community outreach
Valerie Manager Our annual diabetes outreach seminar is this Saturday. Should we invite any docs in particular?
Robert Liaison Make sure to invite Dr. Jones. He’s the regional expert on diabetes and currently refers most of his patients to Seattle Grace.
Cindy Marketer That’s a great idea. I’ll reach out to Dr. Jones right now. Val—I’m going to get started on printing our diabetes handouts for the event.
Chatter Changes the Way Banks Collaborate and Communicate
Easy referrals and cross selling
Chatter Changes the Way Retail Banks Collaborate and Communicate
Mortgage Specialists
collaborate with Loan Officers on
clients
Fast Action on Case Resolution & Issues
Conclusions
Be Yourself• Not a vehicle for marketing
Be Open• Comments not censored• Establish Bill of Rights – need strong social media policy • Terms and Conditions for users• Monitor for compliance with community policies
Be Easy• Provide a desirable user experience
Be Engaging• Engaging content trumps slick design
Listen and Learn• Listen and learn from feedback, metrics• Plan to make changes over time• Expect and prepare for negative feedback• Have thick skin
Share Nicely• Sales / Operations / Marketing• Integrate with other business units, efforts, systems• Have Subject Matter Experts participate in the
community
Be Transparent• Must walk the fine line with sensitive information• Internal input is as important as external input
Communicate Often• Ongoing communication is critical to maintaining
user engagement• Develop a communication plan prior to launch
Participate and Integrate
Community Sites
Social CRM
Eric ScheelCo-Founder & CTO
p: 612.767.2000, ext. 226e: [email protected]
http://www.linkedin.com/in/escheel
Thank you!