keynote presentation from CRM Evolution 2011 in New York, August 10th

1. Delivering on SCRM’s Promise…? Brent Leary CRM Essentials

8. Mad as… I'm just a citizen, a consumer, a guy who has my own printing press - my weblog, BuzzMachine.com - and I get to use it however I want. - Jeff Jarvis, 2005

9. Monitors 22K online conversations daily

10. The 3 Commandments 1 Read blogs. At Technorati.com or Icerocket.com, search for what people say about your brand. Don't think of bloggers as strange beasts blathering, but as people, just customers. Beats any focus group. 2 Talk with your consumers. A Dell PR executive told blogger and Houston Chronicle columnist Dwight Silverman that the company's blog policy was, in Silverman's words, "look, don't touch". How insulting: You ignore you customers. How much better it would be to ask their advice. Beats any consultant. 3 Blog. If execs at Microsoft, Sun, and even GM can, you can. Show that you are open and unafraid to engage your public. Beats PR. Jeff Jarvis

11. Social CRM “The company’s programmatic response to the customer’s control of the conversation” Paul Greenberg, Godfather of Social CRM

12. What’s changed…what hasn’t? Philosophy Behavior Activity Expectation

13. In Tech We Trust…. Edelman Trust Barometer, 2011

14. Edelman Trust Barometer, 2011

15. Welcome the theZettabyte Era By 2020, the amount of data will have grown 44-fold, to 35 trillion gigabytes Cisco, 2011

16. Getting in the palm of their hands… At Intuit good numbers of our customers are now coming to us solely through the mobile device. In the past, they would start out with a Web-based application and desktop products, then use the mobile device as a supplement. Now we see folks interacting with our products solely through mobile. Trevor Dryer – Intuit Program Manager, Mobile Payments

17. A Tale of Two iPads…

19. 93%of Americans believe a company should have a presencein 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 connectionwith and better servedby companies when they can interact with them in a social media environment. 2008 Cone Business in Social Media Study

20. If It Ain’t Broke, Make It Better…

22. 36% of all streams for were from the iPad and iPhone apps (3/17-20)

23. An average of 92.9 minutes per daily unique visitor (3/17-20)

24. MMOD delivered a 63% increase in total visits across the MMOD broadband and mobile products

25. 13.7 million total hours of live streaming video consumed. (11.7M total in 2010)“I’m not sure I need a television anymore. By opening the floodgates, the NCAA and CBS is fit to deliver a true revolution in sports. And in returnthey’ll get audience data, captivity and flexibility like no sports broadcasting has ever seen before”. FastCompany, April 2011

26. Humanizing the Big Box

27. Improving the life experience of a customer goes beyond improving their experience as your customer

28. Evolution of Experience

29. What needs to change? Philosophy Behavior Activity Expectation

30. Embracing CMR: Customer Managed Relationships “The challenge is that most companies have been wired from the ground up to operate in a world of company-controlled communication, and they're simply not equipped to engage in conversations. But, the rules have changed.” Greg Gianforte, CEO of RightNow Technologies

31. Pushing Marketing 1.0 messages over Marketing 2.0 Channels Won’t Work The financial cost of pushing content is negligible, but can costyou everything…

32. Data Information Insights Empathy Action Interaction Trust

34. Operational Efficiency

35. Forecasting

36. Activity Management

37. Reporting

39. Components Voice of the Customer Mission and Vision Objectives Business Requirements Processes Assessments Business Case including costs/TCO Risk Assessment Metrics/Benchmarks/ROI Culture Communications Vendor Selection Strategy Model Project (Pilots) SOCIAL CRM

41. Expects Social CRM spending to reach $1B by end of 2012

42. More than 100 vendors with Social CRM offerings

43. B2B spending on Social CRM will account for 30% of market by 2015Gartner, July 2011

44. Customer Experience vs. Life Experience “The more we as technology vendors give you choices, by integrating our products with other helpful products, the better it is for you.” “If that includes integrating with another product that might also integrate with our competitors, that's okay. We are going to win you because we are a better partner, not because we are holding you hostage”. Pamela O’Hara, BatchBlue

45. Social Media Usage For Business Activities Structured Users – Interest, Adoption and Level of Satisfaction Small Business Customer Focus Generate more web site traffic Generate new leads Very Satisfied Improve market awareness Of the company Connect with people who aren't customers Improve service/support and customer retention Company/Brand Focus Internal Focus Bring voice of the customer into the company Improve internal collaboration Analyze data to improve knowledge of market Get input for product development Aid new employee recruitment Interest in activity Very Dissatisfied High Level Low Level Sample Size = 131 8/12/2011 SMB Group Confidential 34

46. The Company thatContentBuilt

47. Inbound Marketing software & advice that helps SMB businesses grow 2006 5,000+ 500,000+ 98% 270+ Founded Customers Monthly leads generated by customers Customer Retention Employees

48. Content withUtility

49. Content withContext

50. Content withCharacter

51. Content withCommunity

53. 123K+ Twitter Followers

54. 30K+ Facebook Fans

55. 62K LinkedIn Group Members

56. 40K leads monthly

57. 35% Conversion Rate (Up from 28% 2 years ago)

58. 5K Customers

60. Experimented with promoted tweets, experimented with a variety of different social elements

61. Tens of thousands of leads from social Social is not the 'top' driver of leads but is a HUGE driver of additional traffic, prospects and 'opportunities' to engage in the conversation

62. Going Social – Inside & Out

64. Farmers Group provides marketing, advertising, legal, regulatory and compliance support

65. Agents have personal relationships with individuals

67. 15K Agents – 1400 Facebook Pages

68. 1000 Facebook Pages – Less than 10 Fans

69. Not enough content

71. Push content down to local agents

72. Local agents can edit & push to Facebook

73. Monitor content for compliance

74. Collaboration

75. Farmers to agent

77. Agent-to-Agent collaboration has accelerated adoption

78. 1000 new Facebook Fans in a month for one agent

80. 14M retail customers

81. 2M monthly customer contacts

82. Annual revenues of £8,297 million generated in 2009-10Customer Service in a social media world

83. We’ve industrialized social byempowering our people to engage directly with our customers – our team not only manage our service channels but also manage our core marketing presences thus acting as a social production unit. We did this because firstly, it allowed us to flow service queries that came in via separate channels into BTCare, keep the tone consistent and also allow for scalability BianSalins, Head of Social Media Innovation, BT Customer Service

84. BT in the social space Links Twitter: http://www.twitter.com/btcare YouTube: http://www.youtube.com/btcare Community: http://www.bt.com/community Facebook: http://www.facebook.com/BTUK

86. 376 ratings from other users

87. 76.5 full days spent online reading over 155k messages and helping our customersIdeas Bank: Live Discussions:

89. The outcome

91. Community savings – now $60K pounds a month

92. 28,000registered users

93. Peer to peer support forum 500,000 user sessions per week

94. 90% of customers more likely to stay after dealing with BTCare

95. 50% are likely to recommend after dealing with BTCare

97. Promise isn’t promised to us…

98. “The #1 use case we’re seeing of late is the triaging, prioritizing, automating and routing of customer tweets, status updates, and other information across the enterprise”. John Bastone, Global Product Marketing Manager, SAS “As social becomes an integral channel, and as insights on who matters, and who doesn’t become quantified, handling this efficiently becomes of paramount importance”. John Bastone, Global Product Marketing Manager, SAS 57

99. Privacy concerns will intensify Companies will struggle with the privacy issue. We’ll begin to recognize the power of being able to "connect the dots" with respect to people and their online profiles and see some creative business applications. But, this power will make consumers increasingly uncomfortable (as evidenced by the news around Sony, Epsilon, etc.) We'll learn that success in social media is not 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. Dharmesh Shah, Co-founder Hubspot 58

100. The Revolution will be Measurized

101. Comparison of Ad Hoc and Strategic Users: Track and Measure Social Media 8/12/2011 SMB Group and CRM Essentials Confidential 60 Medium Business Sample Size = 103

102. Measuring the Social Customer…Beyond the Transaction Customer Lifetime Value (CLV) + Customer Lifetime Influence (CLI) + Customer Lifetime Activity = Value of your social customer

104. Thank You! @BrentLeary BrentLeary.com