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Social media is rapidly becoming key to business communications. Yet, most organizations lack a strategy to facilitate this social system. This is where Social CRM can help. Make social media work for you - generate leads, market your events, recognize issues, and enhance customer relationships.
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WebAchievers, LLCMarketing Services for the Social Era
From Listening to ActionSocial CRM
July 20, 2011
Lou Ordorica
Alex Kwain
With contributions from Hung Tran and Steve Wilton
Agenda
What is CRM? Social CRM? 3 Reasons Why Social CRM is Good for Your
Business 5 Best Practices for Social CRM
What is CRM? Social CRM?
CRM Is a philosophy and a business strategy, Supported by a system and a technology, Designed to improve human interactions in a business
environment.
Social CRM Is a philosophy and a business strategy, Supported by a technology platform, business rules,
workflow, processes and social characteristics. It is designed to engage the customer in a collaborative
conversation in order to provide mutually beneficial value in a trusted and transparent business environment
Social CRM – a business strategy to facilitate social systemsSource: Paul Greenberg, “CRM Guru”
Integrate CRM with public social media services: Facebook, LinkedIn, Twitter
Track online presence for contacts and customers
Track and manage corporate online presence Ensure compliance Act on social media updates Manage outbound marketing messages Find relationships for opportunities
and companiesSocialCRM
What Can You Do with Social CRM?
3 Reasons
(and a success story)
Why Social CRM is Good for Your Business
April 30, 1975: Fall of Saigon
130,000 Refugees Escaped Vietnam
Hung Tran
Trans Kickboxing Fitness
2008: Recession Hits
Fighting Back with Social Media
Fighting Back with Social Media
Fighting Back with Social Media
Fighting Back with Social Media
Selling
Selling
Success and Recognition
Why Social CRM is Good for Your Business
1. It gives you a competitive edge.
311 Million
164
Million
Estimated US Population Estimated US Adult Internet Users
Source: Hubspot 100 Awesome Marketing Stats, Charts, & Graphs
More than Half of All US Residents Are Online
Source: Nielsen NetView, Nielsen VideoCensus, 2011
If All U.S. Internet Time Was Condensed Into One Hour
Source: Nielsen NetView, Nielsen VideoCensus, 2011
0
200000
400000
600000
800000
1000000
1200000
20092010
In 2010, Almost 1.2 million SMBs Used Some Form of Social Media
Source: Ad-ology, November 2010
32%
30%
25%
13%
Do Not UseVery BeneficialSomewhat Bene-ficialNot Very Beneficial
Over Half of SMBs Say Facebook Helps Their Business
Source: 360i.com Whitepaper on Twitter Usage July 2010
95%85%
Percent tweets that are personal in nature
Percent tweets with original content
Twitter Allows Businesses to Learn about Their Customers
Businesses• Make
Money• Build
Relationships
• Deliver Value
Customers• Higher
Satisfaction• More
Convenience
• Improved lifestyle
Social Media Benefits Businesses and Customers
Why Social CRM is Good for Your Business
1. It gives you a competitive edge.2. It brings you closer to your customers.
Business Value
Challenges
Keeping Up
Silos
Compliancy
Training
Running the business
Supporting Customers
Selling
Social Media Challenges Businesses
Paul Greenberg
“We’ve moved from the
transaction to the interaction with
customers, though we haven’t
eliminated the transaction or the
data associated with it.”
How CRM is Evolving
When … What … How …
is it time to chang
e?
has to happen, and when?
to make
money?
A Strategy is a Set of Choices We Make …
… in Order to Be Successful in the Future
When … What … How …
Start Now!
Listening
Trials
Training
Social CRM Tools
Social CRM Next Steps
Lead Generation
Customer Loyalty
Customer Support
Business Intelligenc
e
Social CRM
Opportunistic Sales and Marketing
Social CRM Use Cases
Integrates Social Media
Leverages Existing Tools
Builds on Existing
Skills
Integrates with Your Business
Workflows
Social CRM for Your Business
Why Social CRM is Good for Your Business
1. It gives you a competitive edge.2. It brings you closer to your customers.3. It provides you opportunities.
Five Best Practices for Social CRM
1. Treat Social CRM as Part of Your Overall CRM Strategy
• How do we get there from here?• First things first!• Holistic approach
Five Best Practices for Social CRM
1. Treat Social CRM as Part of Your Overall CRM Strategy
2. Prioritize and Iterate• Where do I start?• MySpace anyone?• Trial
Five Best Practices for Social CRM
1. Treat Social CRM as Part of Your Overall CRM Strategy
2. Prioritize and Iterate3. Integrate Social CRM into User
Workflows• Don’t reinvent the wheel• What are we doing today?• Now where do I go for social?
Five Best Practices for Social CRM
1. Treat Social CRM as Part of Your Overall CRM Strategy
2. Prioritize and Iterate3. Integrate Social CRM into User
Workflows4. Focus on Value
• • What have you done for me lately?
Five Best Practices for Social CRM
1. Treat Social CRM as Part of Your Overall CRM Strategy
2. Prioritize and Iterate3. Integrate Social CRM into User
Workflows4. Focus on Value5. Keep One Eye on the Future
• Journey, not a destination• What’s next?
Five Best Practices for Social CRM
1. Treat Social CRM as Part of Your Overall CRM Strategy
2. Prioritize and Iterate3. Integrate Social CRM into User
Workflows4. Focus on Value5. Keep One Eye on the Future
Lou Ordorica [email protected] @lordorica http://web-achiever.com
Alex Kwain [email protected] http://www.cdcsoftware.com
Thank You
