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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

Facebook

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: escheel@reside.biz

http://www.linkedin.com/in/escheel

Thank you!