Whatis CRM?
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company-wide business strategyreduce costs& increase profitability
bringstogether info from all data sources within anorganization
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to getholistic view of each customer at near-real timeallows customer facing employees- sales, marketing,
support, to make quick yet informed decisions oneverythingfromcross-sellingand up-selling opportunities
★to target marketing strategies to competitivepositioningtactics
DestinationCRM- Feb 2002
“CRMremainsa major focus for businessexecutives, because the goals of acquiring,
developing and retainingcustomers ina profitablemanner are timeless,” said Ed Thompson, VP and
distinguished analyst at Gartner.
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WithoutCRM, you will losecustomers andbusinessfaster thantheeffectsofa tough
economic condition.
Gartner& The RecessionaryEconomy
Uses newonlinechannels
and newcommunication
tools Trusts inadvicesmade
by onlineacquaintancesandstrangers
Tends to buymoreonlinethanoffline
Wants toprovide
feedbackabouttheproduct and
customerservice
Expects bettercustomer
experience
Readsandcreatesproduct
reviews,product
rankingsandblog posts
Seeks supportto connect with
like-mindedpeers
The newSocial
Customer
Web 2.0Stimulated
Online ActivityRank Sector Global ReachGlobal Reach Increase in
‘08 ‘07 Rank
1 Search 85.9% 84% 1.9%
2 General Interests, 85.2% 83.4% 1.9%Portals, Communities
3 Software 73.4% 72% 1.4%Manufacturers
4 Member 66.8% 61.5% 5.4%Communities
5 Email 65.1% 62.5% 2.7%
Nielsen’s March 2009 “Global Faces and Networked Places” Social Networking Report:www.nielsen-online.com/pr/pr_090309.pdf
www.nielsen-online.com/pr/pr_090309.pdf
Social Web:New Challenges
SocialCRM- Automating the Conversation Process
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converting content to conversationsextending conversations into collaborative experiences
transforming experiences into meaningful relationships
Comparison:CRM 1.0vs 2.0
Salesforce Service Cloud
SugarCRM
On Demand CRMMitch Lieberman Paul Greenberg
MarketBright
HelpStream
RightNow
Jeremiah Owyang
Valeria Maltoni
A Prem Kumar
Brian Solis
Brent LearyDenis Pombriant
Hype?Whatit is and is not?
Peoplelikedoingbusiness withpeoplethey like;lovedoingbusiness with people they trust
Leverage web for!
More ... Listening,sharing&participating ...!
Less Talking 1.0,selling and marketing 1.0 style
Question:Not “if”but “how”
• Fordhasa SocialMediaHead!- ScottMonty
• “Social Media is not anafterthought”- integrated with
marketing strategy• Fordhanded keys to 100new“Fiesta’ for testing
http://www.inquisitr.com/21526/ford-tries-the-ultimate-social-media-experiment/
ultimate-social-media-experiment/
Real World Experiences
• “Brand conversations are nolonger one way”- Simon Clift
CMO• “Communicate about deeper
issues”• Marketing Programs with
socialbenefits-Lifebuoy Prog
http://adage.com/digital/article?article_id=135943
http://adage.com/digital/article?article_id=135943
Real World Experiences
• Useof online listeningplatforms and social networks• Justin Ball’s Mor.ph Review
• Global community participantforemergent industries
Real World Experiences
“It’s not supposed to bea closing tool. Social media isanopening tool,away to keep lines of
communicationopenandmaybe evenkeep pipelinesfull. It mighteven help reduce the sales cycle.”
Itsvalue is in developing the kinds of relationships thatserve you overtime, if you’rea sales person, in
pursuingopportunities and finding leads& developingthekindof salesintelligence that provides you with the
insight inmaking your job easierandbetter.
ROI?
Valuable Contributors ShapingSocialCRM(all ofwhom youcanfind and engage ONLINE!)
Slides: Brent Leary’s ‘Social CRM:NotYourFather’s CRM’ and Fabio Cipriani’s ‘Social CRM’
CRM Analysts: Paul Greenberg(@pgreenblog), Brent Leary(@brentleary), A. Prem Kumar(@scorpfromhell), Bob
Thompson (@bob_thompson), Mitch Lieberman (@mjliebs),Shane Gibson(@shanegibson), Denis Pombriant
(@denispombriant)
SocialMedia: Brian Solis(@brian_solis), Jeremiah Owyang(@jowyang)
Acknowledgment!
twitter: www.twitter.com/friarminoremail:[email protected]:www.friarminor.com
www.g2ix.com/bloghttp://blog.mor.ph
resources: www.delicious.com/friarminor
Connect :)
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