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Brent leary social crm - london

  1. 1. LOGO Brent Leary, CRM Essentials
  2. 2. Sign of the Times…Sign of the Times… BrentLeary.com Sign of the times….Sign of the times….
  3. 3. BrentLeary.com
  4. 4. CRM Timelime….CRM Timelime…. ContactContact ManagementManagement Individual usage PC based CRM SuitesCRM Suites SFA, MA, CSS: Workgroup Server based Early 1990s Mid 1990s Today CRM On-demandCRM On-demand Browser based Early 2000s Social CRMSocial CRM Mobile CRMMobile CRM Handheld Accessible from anywhere
  5. 5. Information OverloadInformation Overload 5M Terabytes5M Terabytes of web info (Eric Schmidt – Google CEO – 2005) Before…Before… FacebookFacebook opened upopened up TwitterTwitter was bornwas born New generation ofNew generation of mobilemobile devicesdevices BlogsBlogs from 20M to …from 20M to … BrentLeary.com
  6. 6. 200 MillionThe number of blogs on the Internet. Source: Jess3
  7. 7. 2 Billion Videos Are Streamed Each Day On YouTubePhoto Credit: jonsson Source: Techcrunch
  8. 8. 10 Billion+ Tweets Sent on Twitter Since 2006 Photo Credit: Rosaura Ochoa Source: Mashable
  9. 9. BrentLeary.com
  10. 10. Photo Credit: Rosaura Ochoa Source: Mashable By 2020, the amount of data will have grown 44-fold, to 3535 trilliontrillion gigabytesgigabytes
  11. 11. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  12. 12. BrentLeary.com State of Small Business, Network Solutions – 2011 9% 12% 45% 58% 36% 26% Jan2011 (n=184) Dec2009 (n=89)* BusinessUseofSocialMediaExpectations -Among business owners who use/may use social media- Exceeded expectations Metexpectations Fallenshort of expectations
  13. 13. Marketing & Innovation Challenges BrentLeary.com State of Small Business, Network Solutions – 2011 Small Business Success Report Card Importance Score** Index Score* Grade  OVERALL INDEX SCORE* 73 C- Sub-Indices Capital Access 33 67 D+ Marketing & Innovation 23 65 D Workforce 14 76 C Customer Service 11 88 B+ Computer Technology 11 75 C Compliance 8 92 A- *Index Score is calculated on a 0-100 scale **Importance Score is calculated proportionally, meaning that the total of the numbers across all the sub-indices is 100%.
  14. 14. Trust BrentLeary.com Edelman Trust Barometer– 2011
  15. 15. In Experts We Trust… BrentLeary.com Edelman Trust Barometer– 2011
  16. 16. Trust Extends ReputationsTrust Extends Reputations BrentLeary.com Edelman Trust Barometer– 2011
  17. 17. Where things standWhere things stand TrustTrust AttentionAttention
  18. 18. Comparison of Ad Hoc and Strategic Users: Track andComparison of Ad Hoc and Strategic Users: Track and Measure Social MediaMeasure Social Media Sample Size = 245 24.) How does your currently track, analyze and measure the success of the company's social media efforts? Small Business
  19. 19. How Satisfied Are SMBs with the Results they AreHow Satisfied Are SMBs with the Results they Are Achieving from Social Media in these Areas?Achieving from Social Media in these Areas? Small Business Sample Size = 131 Sample Size = 114 Structured Users Ad Hoc Users
  20. 20. Received an average of 10,000 e-mailsReceived an average of 10,000 e-mails each month from customers asking abouteach month from customers asking about motorcycle partsmotorcycle parts •Blog:Blog: Tie Facebook & Twitter posts, Newsletter articles, and customer correspondence back to the Blog. •Facebook:Facebook: All blog articles are posted on Facebook, Twitter and Newsletter articles. •Monitoring NetworksMonitoring Networks: Monitor online activity, as well as competitors, vendors, and industry happenings. •Monthly Newsletter:Monthly Newsletter: The monthly newsletter is just another way to provide value to customers, and is closely tied to all forms of social media.
  21. 21. Received an average of 10,000 e-mailsReceived an average of 10,000 e-mails each month from customers asking abouteach month from customers asking about motorcycle partsmotorcycle parts •Membership on Facebook has gone from 1,500 fans (12/09) to over 27,000 fansover 27,000 fans. •1,000% increase1,000% increase in on-line chat traffic (customers who chat are 4 times as likely4 times as likely to make a purchase on the site). •98%98% of customers say they’d recommend the company to a friend/family member
  22. 22. CATCHCATCH SalesSales AutomationAutomation KEEPKEEP CustomerCustomer ServiceService FINDFIND MarketingMarketing AutomationAutomation Traditional CRMTraditional CRM CUSTOMERCUSTOMER RELATIONSHIPRELATIONSHIP MANAGEMENTMANAGEMENT • Lead management • Campaign management • Customer profiling • Opportunity management • Contact management • Activity management • Ongoing dialog • Web self-service • field service
  23. 23. CCRRMM oror CCIIM? CustomerM? Customer InformationInformation MgmtMgmt Traditional CRM Strategy FocusTraditional CRM Strategy Focus  Centralize Customer DataCentralize Customer Data  Operational EfficiencyOperational Efficiency  ForecastingForecasting  Activity ManagementActivity Management  ReportingReporting  But What About THE CUSTOMER???But What About THE CUSTOMER???
  24. 24. Defining CRM… SociallyDefining CRM… Socially Content Information Confidence Sales process Conversations Analyzed to determine success GENERATE CONVERT TO FEED TO CONVERT TO CREATING Exchanges Relationships Customer Partner Vendor Community Influencer
  25. 25. Page 25 What is Social CRM?What is Social CRM? ““Traditional CRM grew out of this need toTraditional CRM grew out of this need to store, track, and report on critical informationstore, track, and report on critical information about customers and prospects.about customers and prospects. Social CRM is growing out of a completelySocial CRM is growing out of a completely different need -- thedifferent need -- the need to attract theneed to attract the attentionattention of those using the Internet to findof those using the Internet to find answers to business challenges they areanswers to business challenges they are trying to overcome.“trying to overcome.“ --Brent Leary in Inc. magazine--Brent Leary in Inc. magazine
  26. 26. Activating ContentActivating Content
  27. 27. CONTENTCONTENT AutomationAutomation COMMUNITYCOMMUNITY FacilitationFacilitation LISTENINGLISTENING AutomationAutomation SOCIAL CRMSOCIAL CRM SOCIALSOCIAL CUSTOMERCUSTOMER RELATIONSHIPRELATIONSHIP MANAGEMENTMANAGEMENT TRANSFORMTRANSFORM ManagementManagement
  28. 28. 28 ““the challenge is that most companiesthe challenge is that most companies have been wired from the ground up tohave been wired from the ground up to operate in a world ofoperate in a world of company-company- controlled communicationcontrolled communication, and, and they're simply not equipped to engagethey're simply not equipped to engage in conversations. But, the rules havein conversations. But, the rules have changed.”changed.” Greg Gianforte, CEO – RightNowGreg Gianforte, CEO – RightNow Embracing CMR: Customer Managed RelationshipsEmbracing CMR: Customer Managed Relationships The good news is that true Social CRM offers companies a seamless and real-time view across the many different channels that customers converse in, new and old alike. With this view, companies can truly get to know and proactively care for their customers, ultimately fulfilling their brand promises, the social way
  29. 29. New Differentiation Models NeededNew Differentiation Models Needed 29
  30. 30. Real Customer Value DriversReal Customer Value Drivers 32 What makes a CustomerCustomer ExperienceExperience superior for Customers? It’s about much more than price or incentives – its about ego and id
  31. 31. 33
  32. 32. 34
  33. 33. 35 ““2011 will bring an impressive increase2011 will bring an impressive increase in the amount of customer servicein the amount of customer service delivered over social networks. Notdelivered over social networks. Not only will more companies provideonly will more companies provide service over social channels, butservice over social channels, but socially-networked customersocially-networked customer service will take its place alongsideservice will take its place alongside sales and marketingsales and marketing as aas a cornerstone of any comprehensivecornerstone of any comprehensive Social CRM strategy.”Social CRM strategy.” Alex Bard, CEO – Assistly.comAlex Bard, CEO – Assistly.com Customer Service Moves toCustomer Service Moves to ForefrontForefront In our view, social customer care will nosocial customer care will no longer be an afterthought or an adjunctlonger be an afterthought or an adjunct to Social CRMto Social CRM; it will sit squarely at the core of business strategy alongside other forms of customer interaction.
  34. 34. 36 Social Customer Engagement Index 2011- TheSocialCustomer.comSocial Customer Engagement Index 2011- TheSocialCustomer.com
  35. 35. Social Media Customer Care Maturity ModelSocial Media Customer Care Maturity Model Level 1 Level 2 Level 3 Level 4 ListeningListening (or ignoring)(or ignoring) Social MediaSocial Media BroadcastingBroadcasting Social MediaSocial Media MarketingMarketing Social MediaSocial Media Customer CareCustomer Care ProactiveProactive EngagementEngagement  Occasional reporting  Reactive/surprised by social media  Facebook page and Twitter presence  Broadcast standard marketing via social media  Social Media strategy  Engagement marketing  Scalable engagement process  Teams work queues  Proactive Customer Care  Proactive Sales  Brand dashboarding  Minimal customer care involvement  Managed process  Team activity reports  Social Media Business Intelligence Level 5 Cisco, 2010Cisco, 2010
  36. 36. Drugstore.com Using Chat function (what Drugstore.com calls ‘Chat with a Beauty Advisor’) fromfrom both of its Twitter Accounts (@BeautyAdvisor andboth of its Twitter Accounts (@BeautyAdvisor and @ Beautydotcom)@ Beautydotcom). As a result: • Phone-handle time has decreased 15 percentdecreased 15 percent • Email volume has decreased 30 percentdecreased 30 percent • Shopping-cart sizes in sales with chat are 10 percent to 2010 percent to 20 percent largerpercent larger than in those without; • Chat sessions deliver a conversion rate of approximately 25approximately 25 percentpercent; the site’s overall conversion rate is just 6.4 percentoverall conversion rate is just 6.4 percent Third-quarter sales grew 17 percent, compared to 2 percent growth in e-commerce overall Customer satisfaction scores reached 77, among ForeSee Results’ list of the top 15 online retailers
  37. 37. AskAsk NOTNOT What Your Customer Can Do For You…What Your Customer Can Do For You… …… ListenListen to What You Can Do FOR Them!to What You Can Do FOR Them! LaaS: Listen as a StrategyLaaS: Listen as a Strategy •Who to listen toWho to listen to •What to listen toWhat to listen to •What to listen forWhat to listen for •How to listenHow to listen •When to listenWhen to listen •Responding to what you hearResponding to what you hear
  38. 38. One of the main goals in using social media is to actively listen to the customersactively listen to the customers. And because all users were automatically invited to the team’s NBA Draft Party, Warriors employees had the chance to personallypersonally meetmeet those who participated in the contest. The Draft Party wound up being the team’s biggest to date, with over 4,000 fans in4,000 fans in attendance.attendance. •Unveil the new logo in a unique and creative way •IncreaseIncrease fan engagement with the brand •BuildBuild brand loyalty •DriveDrive awareness and attendance at the team’s annual NBA Draft Party •IncreaseIncrease ticket and merchandise sales
  39. 39. Increased Followers/Reach a. 2,500 new Facebook fans in 2in 2 weeksweeks (Over 100,000 new fans100,000 new fans since June 1) b. Challenge Page received 900 ‘Likes’ in 2 weeks c. 1,500 new Twitter followers in 2 weeks (Over 12,000 new followers12,000 new followers since June 1) d. Total Twitter reach of more than 120,000 in 2 weeks e. Over 12,000 views12,000 views of two related YouTube videos in 2 weeks Cost: Less than $5,000$5,000 Return: Over $440,000$440,000 Long Term: Continued growth and engagement
  40. 40. 43 Moving beyond the early adopters, weMoving beyond the early adopters, we will seewill see aa majority of companies inmajority of companies in 2011 start their investments in2011 start their investments in social listening and engagementsocial listening and engagement,, and we will also see many leadingand we will also see many leading brands demonstrate what anbrands demonstrate what an enterprise wide social strategy looksenterprise wide social strategy looks like and showing us the power oflike and showing us the power of getting the voice of the customergetting the voice of the customer closer to every employee..closer to every employee..Marcel LeBrun, CEOMarcel LeBrun, CEO Radian6Radian6 Social Listening AND Engagement GoSocial Listening AND Engagement Go MainstreamMainstream As social becomes an integral channel,As social becomes an integral channel, and as insights on who matters, and whoand as insights on who matters, and who doesn’t become quantified, handling thisdoesn’t become quantified, handling this efficiently becomes of paramountefficiently becomes of paramount importance.importance.
  41. 41. Listening Makes A DifferenceListening Makes A Difference The Social Customer Engagement Index, 2011
  42. 42. Key Listening ScenariosKey Listening Scenarios  “Voice of Customer” insightsVoice of Customer” insights  Reveal community themesReveal community themes for message planningfor message planning  Locate where relevantLocate where relevant conversations are taking placeconversations are taking place  Influencer identificationInfluencer identification  Brand reputation and riskBrand reputation and risk managementmanagement  Early warning for product andEarly warning for product and service issuesservice issues  Competitive trackingCompetitive tracking  Monitor conversation trendsMonitor conversation trends  Campaign metrics and benchmarking  Measure message reach  Community and influencerCommunity and influencer outreachoutreach  Response to customerResponse to customer feedbackfeedback
  43. 43. BRAND LISTENING MONTHLY REPORTBRAND LISTENING MONTHLY REPORT EXECUTIVE SUMMARYEXECUTIVE SUMMARY XYZ Brand positive sentiment at 84%, down 4% from last month • XYZ appoints former PDQ CEO John Doe highly questioned • XYZ extends the "maintenance duration" for software from Dec. 31, 2010, to March 31, 2013 XYZ iPad deployment spikes positive sentiment at 88% • World’s largest enterprise iPad rollout: XYZdeploys 1,000 iPads to employees, favorably viewed Sentiment Volume Share of Voice Themes  Nearly 50% of all brand conversation focused on three topics of HHH, new ceo implications for XYZ, and XYZ “Super App”  39% of all solution conversations around Super App reviews  XYZ continues to make promises, but fails to reveal specifics for 2010  Mobile Sales "Super App“ widely discussed by industry  XYZ brand share of voice increased 1% vs. competitive set this month  Key competitor topics driving SOV  MMM hires former DD CEO Adam Smith  JJJ announces “Power App at JJJ Supercon”  TTT unveils Social Mobile  Outsourcing cloud is a rising theme of conversation on industry blogs  Belief that XYZ and competitors are in good positions to be deliverers of cloud-based services, changing the landscape of outsourcing as we know it  Industry discussion around “the new age of highly integrated and optimized systems  MBI and JJJ are seen as leaders of this space by analysts/ industry bloggers
  44. 44. 47 ““““The #1 use case we’re seeing of late is the triaging, prioritization,triaging, prioritization, automation and routing of customerautomation and routing of customer tweets, status updates, and othertweets, status updates, and other information across the enterpriseinformation across the enterprise. John Bastone, Global ProductJohn Bastone, Global Product Marketing Manager, SASMarketing Manager, SAS Strategic approach to mainstreamingStrategic approach to mainstreaming social datasocial data As social becomes an integral channel,As social becomes an integral channel, and as insights on who matters, and whoand as insights on who matters, and who doesn’t become quantified, handling thisdoesn’t become quantified, handling this efficiently becomes of paramountefficiently becomes of paramount importance.importance.
  45. 45. 48 Integrations with other applications areIntegrations with other applications are driving the decision-making of CRMdriving the decision-making of CRM consumers. Small businesses especiallyconsumers. Small businesses especially need a CRM solution that willneed a CRM solution that will seamlesslyseamlessly share information with their accounting,share information with their accounting, event planning, marketing and otherevent planning, marketing and other business tools no matter where they arebusiness tools no matter where they are workingworking: online, offline, in social networks: online, offline, in social networks or on mobile systems.or on mobile systems. Pamela O’HaraPamela O’Hara President, BatchBluePresident, BatchBlue Open and CollaborativeOpen and Collaborative Social media is rapidly increasing inboundSocial media is rapidly increasing inbound and outbound communication channels. Forand outbound communication channels. For Social CRM, this meansSocial CRM, this means following threadsfollowing threads of conversations across live chat toof conversations across live chat to Twitter to the phoneTwitter to the phone and involving the rightand involving the right responders -- whether that's customerresponders -- whether that's customer support, the tech team or the marketingsupport, the tech team or the marketing director..director..
  46. 46. 49 In 2011, once again, mobile CRM –In 2011, once again, mobile CRM – though more and more incorporatingthough more and more incorporating social profiles and featuressocial profiles and features - will become- will become the “thing”. It could be field service orthe “thing”. It could be field service or consumer based mobile marketingconsumer based mobile marketing applications or location basedapplications or location based sales/marketing tools for customers orsales/marketing tools for customers or smart tools for your sales teams in thesmart tools for your sales teams in the field. But it will be mobile.field. But it will be mobile. Paul GreenbergPaul Greenberg Author, CRM Playa #1Author, CRM Playa #1 It will be MobileIt will be Mobile Practitioners are going to increasinglyPractitioners are going to increasingly demand better knowledge managementdemand better knowledge management toolstools from vendors as the practitionersfrom vendors as the practitioners realize that their customers – their socialrealize that their customers – their social customers – are not only demanding greatercustomers – are not only demanding greater transparency which translates into moretransparency which translates into more knowledge about the companyknowledge about the company
  47. 47. SMB Case Study: Hubspot Experiential Adoption Funnel
  48. 48. SMB Case Study: Hubspot Experiential Adoption Funnel
  49. 49. BrentLeary.com
  50. 50. Mobile WebMobile Web Self-ServiceSelf-Service Mobile WebMobile Web ChatChat Mobile WebMobile Web GuidedGuided AssistanceAssistance Mobile WebMobile Web Ask AAsk A QuestionQuestion Enabling the Mobile Web ExperienceEnabling the Mobile Web Experience Image Courtesy of RNT
  51. 51. Arhaus Furniture & the iPadArhaus Furniture & the iPad
  52. 52. 55 The Mobile Imperative…The Mobile Imperative…
  53. 53. Cloudy Future
  54. 54. The Subscription EconomyThe Subscription Economy We think years from now businessesWe think years from now businesses will find themselveswill find themselves buying less andbuying less and less products, and subscribing moreless products, and subscribing more and more to servicesand more to services, whether, whether software services [like] Googlesoftware services [like] Google applications, or transportation servicesapplications, or transportation services like a Zip car, or computing power fromlike a Zip car, or computing power from Storage, or collaboration from Box.net.Storage, or collaboration from Box.net. We think the world isWe think the world is shifting to ashifting to a subscription-basedsubscription-based economy.economy. Tien Tzuo, Founder, ZuoraTien Tzuo, Founder, Zuora
  55. 55. 58 It takes a community to raise aIt takes a community to raise a customercustomer
  56. 56. No Website Model…In The FacebookNo Website Model…In The Facebook EraEra We decided, not only do we want to practice what we preach, but it’s the right move for the company strategically. Our customers areOur customers are already on Facebook, LinkedIn andalready on Facebook, LinkedIn and TwitterTwitter; that is why they come to us in the first place. What better way to serve them than in a highly targeted personalized and social environment? I think [social media]I think [social media] pages are the newpages are the new websites, especially ifwebsites, especially if you are a small oryou are a small or midsized company.midsized company. Clara Shih, CEO – HearSayClara Shih, CEO – HearSay Author, The Facebook EraAuthor, The Facebook Era
  57. 57. Community & Marketplace Social MediaCommunity & Marketplace Social Media Marketing ModelMarketing Model SAP Service Marketplace BO C BPX EcoHub UAC SDN © SAP 2010 / Page 60
  58. 58. Crowd ServiceCrowd Service
  59. 59. 0.3 0.7 1.9 2.52.5 EmailPhone/ click to call *-100 Customer Communities On-line self- service IVRWeb chat Community-based customer support can offerCommunity-based customer support can offer significant cost savings, as well as other benefitssignificant cost savings, as well as other benefits Support community 90%+ less costly than phone SOURCE: Gartner/Avaya, Linksys; McKinsey analysis Benefits beyond direct cost savings ▪ Increase customer satisfaction and loyalty ▪ Drive increased revenue (e.g., through recommendations) ▪ Increase productivity of support staff with knowledge base created by community ▪ Identify issues early on with new products ▪ Get inputs for future products Cost per contact $ per contact
  60. 60. The Customer Experience is SocialThe Customer Experience is Social Friends of friends Social web Your Community www Site Your Brand Competitor A Competitor B InfluencersFriends Your www Site Your Contact Center Earned Hosted Owned Relationships Conversations Processes Competitor C
  61. 61. 64 Companies will struggle with the privacyCompanies will struggle with the privacy issue. We’ll begin to recognize the powerissue. We’ll begin to recognize the power of being able to "connect the dots" withof being able to "connect the dots" with respect to people and their online profilesrespect to people and their online profiles and see some creative businessand see some creative business applications. But,applications. But, this power will makethis power will make consumers increasingly uncomfortableconsumers increasingly uncomfortable (as evidenced by the recent news around(as evidenced by the recent news around Sony, Epsilon, etc.)Sony, Epsilon, etc.) Dharmesh Shah, Co-founderDharmesh Shah, Co-founder HubspotHubspot Privacy concerns will intensifyPrivacy concerns will intensify We'll learn that success in social media issuccess in social media is not about auto-pilotnot about auto-pilot (the troubling example being all the auto-follow twitter software out there), but about power-steering. We'll start to see tools that don't replace genuine conversations and connections -- but just make the process easier and take some of the manual labor out.
  62. 62. Expectations of the Social CustomerExpectations of the Social Customer 2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study 93%93% of Americans believe a company should have a presenceshould have a presence in social media 85%85% believe a company should not only be present but also interactinteract with its consumers via social mediawith its consumers via social media 56% of American consumers feel both a stronger connectionstronger connection with and better servedbetter served by companies when they can interact with them in a social media environment.
  63. 63. Thank You!Thank You!  Brent LearyBrent Leary  BLEARY@CRM-ESSENTIALS.COM  BlogBlog  WWW.BRENTLEARY.COM  TwitterTwitter  WWW.TWITTER.COM/BRENTLEARY  FacebookFacebook  WWW.FACEBOOK.COM/BRENT.LEARY Free Social Contract eBookFree Social Contract eBook  SocialCRMContract.comSocialCRMContract.com
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