social crm november 5, 2013
DESCRIPTION
This is the new order of CRM. The value of a customer goes beyond the transaction. Social layered into transactional information gives brands a holistic view of the customer and greater context in their propensities as customers and potential advocates.TRANSCRIPT
![Page 1: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/1.jpg)
Confidential ArCompany
Social CRM (sCRM)
November 5, 2013
![Page 2: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/2.jpg)
Confidential ArCompany
· The Evolution of CRM to sCRM· sCRM changes things for an organization· A truly customer centric organizations
requires change· Big Data Solutions· Collaboration/Communication Enablers
Agenda
![Page 3: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/3.jpg)
Confidential ArCompany
· Content is everywhere; it’s accessible; it’s free. People are more informed than ever before.
· We’re moving from an era of mass communications to being a mass of communicators, with more people trusting the communicators.
· This wealth of content and conversations has enabled data-driven solutions to filter out the noise and provide companies actionable insights.
· It is eliminating the guesswork for all of us.· It has the ability to allow business to make smarter
decisions.
Today’s Truisms:
![Page 4: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/4.jpg)
Confidential ArCompany
ONE-to-ONE Marketing has evolved from Transaction to Interaction...
![Page 5: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/5.jpg)
Confidential ArCompany
…With Customers becoming increasingly part of the communication/offer message.
![Page 6: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/6.jpg)
Confidential ArCompany
Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's the company's response to the customer's ownership of the conversation.
“
”Paul Greenberg, Social CRM Author
![Page 7: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/7.jpg)
Confidential ArCompany
Social data gives brands the opportunity to move from segments to individuals
![Page 8: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/8.jpg)
Confidential ArCompany
Social data gives brands the opportunity to move from demographics to actual consumer insights in real time.
![Page 9: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/9.jpg)
Confidential ArCompany
Look and Listen
Establish a
Social Footprin
t
Engage
Increase Your
Social Currency
Build Your Community
Social Enterpris
e
Basic consumer expectations Differentiating Experiences Operational Sustainability
Social media intelligence is defining the way business is structured, as a dynamic, customer centric and
responsive culture.
![Page 10: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/10.jpg)
Confidential ArCompany
Social Media Maturity
Monitor conversation
Social platforms: FB, LI, Twitter,
Foursquare
Define voice and tone
Start conversations
Reach out to brand
advocates
Address issues driving complaints
Regular reporting
Media sites: Youtube, Flickr,
Instagram, Pinterest
Engage existing
networks
Custom response
Empower external
advocates
Social commerce
Social media education
Blogs and podcasts,
forums and boards
Participate in existing
conversations
Non-social content goes
social
Empower internal
advocates
Develop internal data workflow processes
Monitor growth of emerging technology
Supported by SEO
Respond to wall,
comments
Geo-targeting social, mobile
Allow for community
defense
Adapt products, services and policies
Clear ownership and
governance
Active growth of social asset
base
Quality vs. quantity follower
refinement
Appropriate staffing
(governance)
Location-based community
building
Collaboration systems among all
stakeholders
Designate community manager
Design for social
longevity
Social and web integration
Identify social influence
Social CRM
Social media monitoring
tools
Social marketing
tools
Advanced social analytics
Content management and curation
Social Media ROI
Look and Listen
Establish a
Social Footprin
t
Engage
Increase Your
Social Currency
Build Your Community
Social Enterpris
e
Source: Social Wisdom, Laurie Dillon Schalk
![Page 11: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/11.jpg)
Confidential ArCompany
Traditional CRM
InquiriesPurchasesReturnsInvoicesComplaintsPhone CallsEmailsTransactions
![Page 12: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/12.jpg)
Confidential ArCompany
Social CRM refinedInquiriesPurchasesReturnsInvoicesComplaintsPhone CallsEmailsTransactions
Where does s/he go? What does s/he do? What does s/he like? What TV program(s) does s/he watch?What are the favourite movie genres? What does s/he hate?Who does s/he speak to?What does s/he talk about?What does s/he share?What are his/her hobbies?What events does s/he attend?What else does s/he buy?What does s/he search for?Plus:
How often does s/he check-in at XYZ?What does s/he say about the products?What does s/he say about the company?What does s/he say about the prices?Does s/he go to the competition? When? How often?What does s/he say about the competition?
![Page 13: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/13.jpg)
Confidential ArCompany
The shorter the time between the customer’s “stated need” and the ensuing relevant response increases the probability of response.
![Page 14: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/14.jpg)
Confidential ArCompany
Tap into the data generated at each touch point along the customer decision journey
65% learn about
brand products/ser
vices
53% compliment
brands
70% listen to other experiences
50% express
complaints/concerns about
brands
![Page 15: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/15.jpg)
Confidential ArCompany
Leverage Interactions and Insights to Optimize Response Probabilities
![Page 16: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/16.jpg)
Confidential ArCompany
Social CRM can complement existing internal operations by enriching them with client-facing external activities
Social CRM (External)Client Facing Operations
Enterprise 2.0 (Internal)Internal Operations
![Page 17: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/17.jpg)
Confidential ArCompany
How to continuously leverage social customer insights to develop a Social CRM Strategy
Monitor Map ManageMiddlewa
reMeasur
e
What is being said?
Who is saying it?
Where should it go?
How do I get it there?
Is it working?
Listening capabilities in social media.
Linking social profiles to company records.
Mgt systems to provide insights to the right
teams at the right times.
Data seamlessly flows from external to
internal
Tracking the effectiveness of CRM goals.
Resource: Altimeter: New rules for relationship mgt.
![Page 18: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/18.jpg)
Confidential ArCompany
We consistently upload our identities and propensities….They, in turn, become quantified
![Page 19: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/19.jpg)
Confidential ArCompany
Understanding Intent – At Scale
![Page 20: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/20.jpg)
Confidential ArCompany
Technology can help us listen to everything that’s being said about ourselves, our
company, our brand…….But finding that one key, that game-
changing insight in a sea of chatter and then actually doing something about it is another
story.
David Armano
“
”
![Page 21: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/21.jpg)
Confidential ArCompany
![Page 22: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/22.jpg)
Confidential ArCompany
…understand intent
My car died
again!!
Sometimes I wish I could just trade in this dud for
something that works!
I can only afford to buy a
low-end Toyota!
![Page 23: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/23.jpg)
Confidential ArCompany
…match user intent to the business intent
My car died
again!!
I can only afford to buy a
low-end Toyota!
![Page 24: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/24.jpg)
Confidential ArCompany
…structure relevant responses based on customer need….allow business to personalize or automate responses in real time
My car died
again!!
At your service!
I think we can help!
I can only afford to buy a
low-end Toyota!
Service Intent
Purchase intent
![Page 25: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/25.jpg)
Confidential ArCompany
this changes the game for business
• …puts the business directly in contact with a prospect
• …provides actionable user insight to optimize business response
• …provides the ability to scale social responses
![Page 26: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/26.jpg)
Confidential ArCompany
![Page 27: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/27.jpg)
Confidential ArCompany
![Page 28: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/28.jpg)
Confidential ArCompany
Advocacy Identification and Social Profiles
![Page 29: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/29.jpg)
Confidential ArCompany
Meet Kevin Patrick Robbins
4,047 Tweets883 followers on Twitter74 friends on Facebook
![Page 30: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/30.jpg)
Confidential ArCompany
A local guy, Kevin appears to have grown up in Toronto. He talks about Toronto a lot. He also does comedy, video/photography and theatre. He’s also clearly a big dog fan.
![Page 31: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/31.jpg)
Confidential ArCompany
Yesterday on Facebook
![Page 32: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/32.jpg)
Confidential ArCompany
To which his friends responded:
![Page 33: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/33.jpg)
Confidential ArCompany
To which his friends responded:
![Page 34: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/34.jpg)
Confidential ArCompany
Here are Kevin’s other social accounts:
https://twitter.com/kprobbinshttps://www.facebook.com/kevinpatrickrobbins/posts/10151850798409406http://instagram.com/kevinpatrickrobbinshttps://foursquare.com/kprobbinshttp://www.kprobbins.com
![Page 35: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/35.jpg)
Confidential ArCompany
Task: Use mobile data to identify people within proximity of Bank X Queens Quay location
![Page 36: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/36.jpg)
Confidential ArCompany
Validate demographics, how long they’re in the Queens Quay Bank X Location
![Page 37: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/37.jpg)
Confidential ArCompany
Identify home and shopping patterns
![Page 38: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/38.jpg)
Confidential ArCompany
• What if we overlaid social accounts against those who visited those users?
• What if we further identified who were existing customers?
![Page 39: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/39.jpg)
Confidential ArCompany
![Page 40: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/40.jpg)
Confidential ArCompany
![Page 41: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/41.jpg)
Confidential ArCompany
![Page 42: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/42.jpg)
Confidential ArCompany
![Page 43: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/43.jpg)
Confidential ArCompany
A truly customer centric organization requires some changes…
![Page 44: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/44.jpg)
Confidential ArCompany
IT Integration
Structure
Process
· Goal: Create a single view of the customer
· The value in socialCRM: having a holistic view of the customer beyond transactions
· Transform how customer data is collected, analyzed and shared
![Page 45: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/45.jpg)
Confidential ArCompany
Creating a Social Culture
Process
· Walk in the Customer’s shoes
· Build relationships based on trust
· Build advocacy· Build efficiency· Maximize customer
experience at all touch points
· Build accountability at the edge
![Page 46: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/46.jpg)
Confidential ArCompany
Demands of Data
Process
· Data validity?· Who has access?· How much data is
too much?· Data Vulnerability· Who owns the data?· Regulatory and
Privacy impacts
![Page 47: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/47.jpg)
Confidential ArCompany
Compliance· What can you say in social?· How do you deal with
complaints on forums?· How do you adapt “proper
disclosure” on social networks?
· Who has the authority to engage on social networks?
· Are there policies and practices in place?
![Page 48: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/48.jpg)
Confidential ArCompany
· Enable social marketing to the branch/field levels
· Reduce silos in social channels and integrate into customer decision journey
· Deliver deeper engagement and value· Move from push marketing in social
channels to embedding social at all touch points
· Creating a single view of the customer
Priorities in operationalizing “social”:
![Page 49: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/49.jpg)
Confidential ArCompany
Centre of Excellence
Enterprise
Branch/Field
Line of Business/Region
· Where oversight and control emerge in social media
· Cascading content, communications and tactics from HQ to Field… and back
![Page 50: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/50.jpg)
Confidential ArCompany
Start State
Enterprise
Line of Business/Region
· Silos· No alignment· Inconsistent
messaging· Duplication· Communication
gaps · Minimal cross-
functional learning · No coordination
![Page 51: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/51.jpg)
Confidential ArCompany
Preferred End StateEnterprise
Line of Business/Region
· Earned media· Lead generation· Increased efficiency· Actionable insight· Coordinated efforts· Familiar and capable · Improved
communication flow· Strengthened
customer retention
![Page 52: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/52.jpg)
Confidential ArCompany
Workflow and Communication Enablers
![Page 53: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/53.jpg)
Confidential ArCompany
Enablers – Yammer Enterprise Social Network
![Page 54: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/54.jpg)
Confidential ArCompany
The Opportunity: Customers Broadcasting Buying Signs
![Page 55: Social CRM november 5, 2013](https://reader034.vdocuments.net/reader034/viewer/2022051413/554f0f34b4c9058b388b456f/html5/thumbnails/55.jpg)
Confidential ArCompany
Enablers – Kaleo Knowledge Sharing