Businesses now have the power to leverage the Internet -- search engines, blogs, social media -- to reach customers more effectively. This includes connecting with customers where they hang out online and engaging in conversations about the topics most important to them. Social CRM (Customer Relationship Management) is all about joining the ongoing conversations our customers and prospects are already having and not trying to control them. It's realizing that people like doing business with people they like and love doing business with people they trust. This presentation covers: * How to use social media to connect with customers online * Creating content to attract more customers to your business * Tools to help you manage and measure your social media efforts

5. LOGO
Brent Leary, CRM Essentials
e t ea y, C sse t als

6. About Me….Before 2004
CRM implementation consultant.
Salesforce.com and Microsoft CRM
certified partners
Customers include local small
businesses like ERS, Icebox
Reads Inc., Entrepreneur, Wall
p
Street, Black Enterprise

7. Traditional CRM: How It All Fits
Accounts
GENERATE FEED TO
FEED TO
CONVERT TO
CONVERT TO
CONVERT TO FEED TO
Opportunities
Campaigns Leads Forecast
Contacts
Analyzed to determine success

8. About Me….After 2004
CRM industry analyst, advisor,
strategic consultant
Customers include Intuit, Microsoft,
RIM, Sage
Quoted in Inc., Entrepreneur, Wall
p
Street, Black Enterprise

9. What’s Happened Since 2004?

10. CRM – Community Relationship Management?
Source: Nielsen Online, Global Index, December 2007 – December 2008. E.g. In Dec 08 the Search sector
reached 1.9% (points) more of the world s online population than it did in Dec 07
reached 1 9% (points) more of the world’s online population than it did in Dec 07
1 ‘Global’ refers to AU, BR, CH, DE, ES, FR, IT, UK & USA only

11. These weren’t around either…

12. OK….So What Happened?
Barack 2.0 • April 2008 – Will Barack Obama be our first CRM
president?
Social Networking • February 2007
• November 2006 Technology For Business Sake
Podcasting
• June 2005 Brent’s CRM Blog
Blogging
• March 2004 DestinationCRM com
2004. DestinationCRM.com
First Article

13. Customers say business should be social…
93% of Americans believe a company
should have a presence in social media
85% believe a company should not
only be present but also interact with
its consumers via social media
56% of American consumers feel
both a stronger connection with and
better served by companies when they
can interact with them in a social media
environment.
2008 Cone Business in Social Media Study

14. Defining CRM… Socially
RM…
Relationships
Exchanges
g
Information Customer
Partner
GENERATE CREATING
CONVERT TO
CONVERT TO
CONVERT TO FEED TO
Confidence
Vendor
Conversations
Content
Sales process
Analyzed to determine success

15. Social CRM Basics… More or Less
More listening, sharing and
listening,
participating…
participating…
ii i
… L t lki 1 0 selling 1 0 and
Less talking 1.0, lli 1.0 d
marketing 1.0
g

16. Social CRM, Twitter & Biscuits

17. The Impact of 140 Characters
•I replied
•I followed
•I bl
bloggedd
•I podcasted
•I ate…and
ate…and
ate…
ate…$$$

18. Social CRM: Barack 2.0 – An Example

19. The Three A's Of Social CRM
Keys to keeping and growing good
l ti hi
relationships
Automation of
content creation and
distribution
Analysis – capturing
‘social’ and web‐
based data
Audacity – focus on
‘captivating’ people
captivating people

20. Automating Content Creation & Distribution
•A Blog
g
•A Tweet
•A Comment
•A Phone
•A Webcam
•User-generated
User-
•Co-created
Co-
•Syndicated
•Repurposed

21. Automating Content Distribution – Tweet This!

22. Automating Content Distribution – Tweet This Cont’d

23. Automating Content Distribution: TubeMogul.com

24. Conversation Management: CoTweet.com

25. Conversation Management:
Salesforce.com + Twitter
ZDNet.com

26. Remember the Good, Bad, Ugly & Unexpected:
A Cautionary Tale

27. Remember the Good, Bad, Ugly & Unexpected:
A Cautionary Tale

28. Remember the Good, Bad, Ugly & Unexpected:
A Cautionary Tale

29. Remember the Good, Bad, Ugly & Unexpected:
A Cautionary Tale

30. Remember the Good, Bad, Ugly & Unexpected:
A Cautionary Tale

31. Remember the Good, Bad, Ugly & Unexpected:
A Cautionary Tale

32. Analysis: The New Metric System
WebAnalyticsDemystified.com 2008

33. Measuring Random Acts of Web Socialism
• Brand driven sessions
Brand
• Either originating directly or from “branded” search terms
“branded”
– • “brent leary”, “crm blog” “social crm”, etc.
leary” blog”, crm”
– • anyone coming directly or searching for my name is already
fairly engaged
Measured events
•
• Pre‐determined non‐commerce events
– • Email me comment on my blog, download a PDF, Digg me,
me, blog
StumbleUpon me, Mixx me, etc.

34. Who’s Liking your Links?

35. Who’s Favoring Your Tweets?

36. Analyze This….

37. Social Media Monitoring

38. Audacity

40. Audacity – HubSpot & Hammer?

42. The Idea / Blog – www.Barack20.com

43. What Is The Site About? (www.wordle.net)

44. Favs,
Favs, Embeds, Tags….and Views

45. Main Stream Media

48. From Digital to Print

49. Benefits of Social Media on Customer
Relationship Management
Avanade – June 2008

50. Thank You!
Brent Leary
BLEARY@CRM‐ESSENTIALS.COM
Blog
WWW.BRENTLEARY.COM
Twitter
WWW.TWITTER.COM/BRENTLEARY
WWW TWITTER COM/BRENTLEARY
Barack 2.0
WWW.BARACK20.COM
For More Show Info: www.BusinessTechnologyRadio.com