Social CRM presents email marketers with an unprecedented opportunity to improve the performance of their campaigns by leveraging data from their customers' most recent social media activities. At the heart of social CRM is the ability to identify, engage and influence your best customers, and this on-demand webinar will show you how. Join recognized social media industry analyst Jeremiah Owyang and learn the core building blocks of a successful social CRM strategy, then see how a major brand applied those principles to dramatically improve their results in an in-depth case study. Find out why everyone is talking about social CRM and learn insights from an informative Q&A session.

8. Social Business Does Not Scale

9. Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917 To Scale, Companies Must Invest in Social CRM © 2010 Altimeter Group

11. Social CRM Framework: How it works © 2010 Altimeter Group Image by Hexadecimal Time used with a Attribution as directed by Creative http://www.flickr.com/photos/hexadecimal_time/3238546967

12. © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.

13. © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.

14. Marketing Sales Service & Support Innovation Collaboration Customer Experience © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.

15. Marketing Sales Service & Support Innovation Collaboration Customer Experience 2. Social Marketing Insights 3. Rapid Social Marketing Response 4. Social Campaign Tracking 5. Social Event Management 6. Social Sales Insights 7. Rapid Social Sales Response 8. Proactive Social Lead Generation 9. Social Support Insights 10. Rapid Social Response 11. Peer-to-Peer Unpaid Armies 12. Innovations Insights 13. Crowdsourced R&D 14. Collaboration Insights 15. Enterprise Collaboration 17. Seamless Customer Experience 18. VIP Experience 16. Extended Collaboration © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.

16. Marketing Sales Service & Support Innovation Collaboration Customer Experience 2. Social Marketing Insights 3. Rapid Social Marketing Response 4. Social Campaign Tracking 5. Social Event Management 6. Social Sales Insights 7. Rapid Social Sales Response 8. Proactive Social Lead Generation 9. Social Support Insights 10. Rapid Social Response 11. Peer-to-Peer Unpaid Armies 12. Innovations Insights 13. Crowdsourced R&D 14. Collaboration Insights 15. Enterprise Collaboration 17. Seamless Customer Experience 18. VIP Experience 16. Extended Collaboration © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM 1. Social Customer Insights: The 5M’s Social Web: Facebook, Twitter, Foursquare, Blogs, Forums, etc.

17. © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States Not All 18 Social CRM Use Cases are Market Ready

18. © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States Not All 18 Social CRM Use Cases are Market Ready

19. Baseline: Starting with the 5 Ms © 2010 Altimeter Group

21. Social CRM Marketing Use Cases © 2010 Altimeter Group

23. Not All Marketing Use Cases are Market Ready © 2010 Altimeter Group

33. Next Steps © 2010 Altimeter Group

35. Thank you Jeremiah Owyang [email_address] web-strategist.com/blog Twitter: jowyang With assistance from Christine Tran, Researcher

36. Social CRM: Driving Conversations, Conversions & Commerce

37. Aligning strategy, vision, goals influence A Social CRM Partnership We’re

38. Aligning strategy, vision, goals Our Approach & Framework to Social CRM influence influence listen learn engage

42. Strategy – Be everywhere our customers are Strategy – Be Everywhere Our Customers Are

44. Facebook discussions, polls Forums, car care, special offers Sign up for email newsletter/alerts Real-time feed from Twitter Exclusive racing content & updates Join, Share, Get Rewarded Create a Unique Experience for Best Customers engage

45. Query Tool Activity table Social table (Rapleaf) Source LEC CPLE Warranty Building Insights and Customer Intelligence Survey table Loyalty Engine Profile table

48. Meet Chuck Social Graph Insights Long term Opportunity: LTV Loyalty Profile Loyalty/Web Activity Email/ Social Activity Social CRM Leverages Data & Drives LTV

49. How will we drive additional participation, advocacy, sales?

52. Thank You Rob Krin Castrol twitter.com/robatcastrol Michael Della Penna StrongMail [email_address] Jeremiah Owyang Altimeter Group [email_address] http://bit.ly/socialcrmpaper http://bit.ly/facebook-bp #socialcrm