s-crm
DESCRIPTION
MAAMC Bournemouth University IN-PRACTICE assignment March 2011.TRANSCRIPT
S-CRM
What’s not to ?
Using the Tools effectively
It’s a new dawn It’s a new day It’s a new life
And I’m feeling……………………..
It is true,
Man is indeed a Social animal!
WE like to live in tribes
And Communities…
Now more than Ever!
74% of all the people on the internet are tied to a social network
www.jmorganmarketing.com 2010.
Social Media & Web 2.0
What is S-CRM?
SCRM is the company’s response to the customers’ control of the conversation
Simply put
Paul Greenberg 2009
Also known as CRM 2.0
OTHER DEFINITIONS OF SCRM
• SCRM is a strategy supported by various tools and technologies based around customer engagement and interactions with transactions being a by-product
Morgan 2010
•“Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It's the company's response to the customer's ownership of the conversation.”
Greenberg 2009
The consumer converses, shares opinions and essentially controls the conversation in the environment spun around him by social media
Consumer is now the Brand’s Ambassador&
Advocate
Consumer is Now in the driving seat
So join him in the ride on the social media bandwagon!
Social Media is a tool in the SCRM Strategy
But why?????
Consumer’s expectations are higher now, they don’t just want to be sold a product but DEMAND attention…………So are you listening!
And why Social Media?
“What better way to know what consumers’ want than them telling you”!
We’ve heard it before but just to remind you!
Over 500 million users
Translation application supports over 100 languages
Average user is connected to 80 community pages, groups and events
More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared
each month
Source: Facebook 2011
95 million Tweets a day
Over 175 million users of Twitter currently
More than 600 million searches happen on Twitter every day
80% of Twitter users use Twitter on mobile devices
Source: Twitter, 2011.
2nd largest used search engine
2 billion views a day
Localised in 25 countries, 43 languages
Source: YouTube 2011, TG Daily 2011.
And so on and on and on…
oAdvertising has also been impacted greatly because of social media with only 18% of traditional TV campaigns generate a positive return on investment
o24 out of the 25 largest newspapers are experiencing declines in circulations because the news reaches users in other formats
Affects on traditional media
Source: Asaptechworks, 2011
Social Media Examiner 2011
o78% of customers trust peer recommendations on sites. While, only 14% trust advertisements
Source: Asaptechworks, 2011.
There is no escape………..It’s the REAL thing!
YouTube, 2011.
Carlson , 2010.
Morgan, 2010.
Good old CRM
One wayCommunication
The Social CRM
Morgan, 2010.
360° Communication
Morgan, 2010.
Garcia, 2011.
No more
I Communicate, You Receive.
Listen-engage-Act
The Social Media Integration Model has an impact on the overall effectiveness for the Social Media platforms. For this reason consider all the elements when developing Social Media strategies.
Garcia, 2011.
41% of customers believe that companies should use social media tools to solicit feedback on products & services
Cone Business in Social Media Study, 2008
Brain Green Consultancy, 2010.
Companies' cannot wake up one day and decide to jump into social media.It doesn’t work that way.
Social media cannot be utilized as an isolated strategy but the culture of social CRM must be installed in the company’s core values
or else…….
Source: Social Media Today 2011.
Bad Move
2009
What were you thinking?
2011
Social Media Today 2011
Source: www.briansolis.com
Good Practice
does it well
Dell, 2011.
Source: briansolis.com
They know what they are doing
And so does Nestle’
Nestle 2011
Do it right and not only win the consumers’ heartsYou may win accolades and more
• Best global product/service launch by Mobile Marketing Association 2010
•#2 Free App on iTunes upon launch
•Still in top 100 year after its launch
Nutrition
Health & Wellness
•Very popular with mums-to-be
•Over 100,000 downloads since its launch in 2009
Premiumisation
•Downloaded 550,000 above to date
•Ranked top 50 downloads in 10 European nations
•Featured in Apple 3G advertisement in France
Pet Care
•Forbes 4th Best Branded Mobile Application
•220,000 above downloads and counting
•Free for iPhone, iPod, iPad, Blackberry
Source: Techcrunch., 2009, Virgin America 2011
Brands create Evangelists through earned media by acting like human beings
B.L.Ochman
“Company culture has to change to allow
Social CRM to happen.”
Greenberg 2010
Service
MarketingHR
Finance
Sales
Product
The Conversation Funnel
Brian Solis 2011
SCRM Process
Not just Social Media A complete process
Social Media Examiner, 2011.
Social CRM is not just Social Media
Get personal, Get connected…..Get Social
Greenberg tells the Coke story
Levi’s wants you to Like it!
Thank you for listening
ASAP Tech, 2011. Social media fascinating statistics. Available from:http://www.asaptechworks.com/news/2011/1/8/social-media-fascinating-statistics.html [Accessed 20 March 2011].
Brian Green Consultancy, 2010.Image. Available from:http://www.blog.bdgreen.it/2010/03/18/social-crm-strategy/ [Accessed 17 March 2011].
Carlson, L., 2010. Social CRM, FTW! How real companies are going social and winning. Software advice. Available from:http://www.softwareadvice.com/articles/crm/social-crm-ftw-how-real-companies-are-going-social-and-winning-1111910/#ixzz1GyuIaaww [Accessed 17 March 2011].
Cone Business in social media study.2008. Social Media Examiner. Available from:http://www.socialmediaexaminer.com/what-is-social-crm/ [Accessed 17 March 2011].
Dell, 2011. Dell’s ed4good social media initiative. Available from:http://content.dell.com/us/en/corp/d/corp-comm/ed4good-home.aspx [Accessed 20 March 2011].
Facebook, 2011. Press room. Available from:http://www.facebook.com/press/info.php?statistics [Accessed 20 March 2011].
Garcia, I., 2011. Social media integration theory model. Social Media Today. Available from: http://socialmediatoday.com/isra-garcia/278936/social-media-integration-theory-model?ref=headline_rotator [Accessed 20 March 2011].
Gloria, T., 2009. How not to use Twitter: HabitatUK a case study. Social Media Today. Available from:http://socialmediatoday.com/SMC/103334 [Accessed 20 March 2011].
References
Greenberg, P., 2009. Social CRM comes of age by Paul Greenberg. Oracle. Available from: http://www.oracle.com/us/products/applications/siebel/036062.pdf [Accessed 18 March 2011].
Greenberg, P., 2010. Sugarcon Day 2, Re-cap of Paul Greenberg’s keynote on social CRM. Available from:http://www.jmorganmarketing.com/sugarcon-day-2-re-cap-of-paul-greenbergs-keynote-on-social-crm/ [Accessed 21 March 2011].
Hibbard, C. 2010. How social media saved Lake Arrowhead when city ad budgets ran dry. Available from:http://www.socialmediaexaminer.com/how-social-media-saved-lake-arrowhead-when-city-ad-budgets-ran-dry/#more-3268 [Accessed 20 March 2011].
Hill, J., 2008. YouTube surpasses Yahoo as world’s #2 search engine. TG Daily. Available from:http://www.tgdaily.com/trendwatch-features/39777-youtube-surpasses-yahoo-as-world%E2%80%99s-2-search-engine [Accessed 20 March 2011].
Morgan, J. 2010. What is Social CRM? Social Media Examiner. Available from:http://www.socialmediaexaminer.com/what-is-social-crm/ [Accessed 20 March 2011].
Morgan, J., 2010. The evolution of the social CRM process. Available from:http://www.jmorganmarketing.com/evolution-social-crm-process/ [Accessed 17 March 2011].
Morgan, J., 2011. Now this is how you use a corporate blog! Chrysler does it right after Twitter F-bomb. Available from: http://socialmediatoday.com/joshmorgan/277430/now-how-you-use-corporate-blog-chrysler-does-it-right-after-twitter-f-bomb?ref=node_related_posts [Accessed 18 March 2011].
Nestle, 2011. Free mobile Apps place brands in more hands. Available from: http://www.nestle.com/Media/NewsAndFeatures/Pages/Nestles-free-mobile-apps-place-brands-in-more-hands.aspx [Accessed 19 March 2011].
Ochman, B.L., 2011. Social CRM – Thank you Ben & Jerry’s: a brand that’s social, for real, (and MediaTemple, for trying). Available from:http://www.whatsnextblog.com/2010/12/social_crm_-_thank_you_ben_jerrys_a_brand_thats_social_for_real_and_mediate_1/ [Accessed 19 March 2011].
Solis, B., 2009. Real-time conversations hasten social CRM. Tech Crunch. Available from:http://techcrunch.com/2009/07/11/real-time-conversations-hasten-social-crm/ [Accessed 20 March 2011].
Solis, B., 2010.The business guide to Facebook part 2: From e-commerce to f-commerce. Available from:http://www.briansolis.com/2010/10/the-business-guide-to-facebook-part-2-from-e-commerce-to-f-commerce/ [Accessed 18 March 2011].
Twitter. 2011. About Twitter. Available from:http://twitter.com/about [Accessed 19 March 2011].
Virgin America, 2011. Available from:http://twitter.com/virginamerica [Accessed 20 March 2011].
Youtube. 2011. Press room. Available from:http://www.youtube.com/t/press_statistics [Accessed 20 March 2011].
Youtube, 2011. Video. Available from:http://www.youtube.com/watch?v=Ed5vJeaEuzA&feature=player_embedded [Accessed 19 March 2011].
YouTube, 2011. Video. Available from:http://www.youtube.com/watch?v=VSkT5XykJzo&feature=player_embedded [Accessed 17 March 2011].