Social Customer Engagement Background, Examples & Opportunities

1. Andreas Uthmann
Zurich, November 2012
Social Customer Engagement
Background, Examples & Opportunities
Copyright 2012 by Blueconomics Business Solutions GmbH

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About this document
 This presentation is designed as part of the
 Euro*MBA Winterschool «Customer Centric Engagement”
 curated by professor Clemens Bechter
 The objective is to
 introduce and discuss the background, examples and
opportunities
 of social customer engagement
 It is NOT confidential.
 Feel Free to distribute with respect to the underlying copyright of
third-party materials
 as well as reference to www.Blueconomics.info or this
presentation.
Copyright 2012 by Blueconomics Business Solutions GmbH

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About Me, ch.linkedin.com/in/uthmann
Copyright 2012 by Blueconomics Business Solutions GmbH

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Copyright 2012 by Blueconomics Business Solutions GmbH

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How can You differentiate from competition?
Needs &
Relationships.
Empowering B2B Customer
Relationships.
Intimacy
Cost,
Time &
Quality. Operational Product
Excellence Leadership
Innovation,
Design &
Technology.
Copyright 2012 by Blueconomics Business Solutions GmbH

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Customer Intimacy is CEO Priority #1
Source: IBM Institute for Business Value, «Capitalizing on Complexity – Insights from global CEO Study», May 2010.
Copyright 2012 by Blueconomics Business Solutions GmbH

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Copyright 2012 by Blueconomics Business Solutions GmbH

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Business Opportunities in Social Media
Listen Engage
Social Media Monitoring Online Support
Content Collaboration
Social
Community Media Crowdsourcing
Social Media Marketing Co-innovation
Promote Learn
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9. Social Customer Engagement has arrived
Copyright 2012 by Blueconomics Business Solutions GmbH

10. The «Information Challenge»
Win. Grow. SocialSalesMap.®
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i2S Studie 2012: CRM Herausforderungen
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The Evolution of Customer Relationship Mgmt.
Hierarchies Value Networks Communities
1990+ 2010+
Analytical
• Process efficiency • Effectiveness
• Strategic decisions
• Cycle times • Virtual Teamwork
• Market knowledge
• Costs • Social networks
• Performance
• Quality Monitoring • Communication
• Reporting
Transactional Collaborative
2000+
Copyright 2012 by Blueconomics Business Solutions GmbH

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Investment Priorities
Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.
Copyright 2012 by Blueconomics Business Solutions GmbH

14. Combining the Power of 2 Worlds.
Win. Grow.
SocialSalesMap®
Customer
Social Relationship
More Customers. Management
Networks
Less Work.
(CRM)
Copyright 2012 by Blueconomics Business Solutions GmbH

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Copyright 2012 by Blueconomics Business Solutions GmbH

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What REALLY is a Social Network?
 
People Relationships Content
 Contacts/Pic  Connections  Status Updates
 Job/Title/CV  Friends  Posts/Tweets
 Interests  Follower  Pics/Vids/Docs
Profile Social Graph Newsfeed
Copyright 2012 by Blueconomics Business Solutions GmbH

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Social Sales Objectives
Source: CSO Insights, 2012.
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The «Social Sales» Cycle
Who? 2 What?
 Identify Analyze

1
How?
Act
3
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Why «Social Sales»?
Source: Aberdeen Group, «Social Selling: Best-in-class Targeting of the Right Message, at the Right Time, for the Right Person», 2012.
Copyright 2012 by Blueconomics Business Solutions GmbH

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Example1: SocialSalesMap.®
Win. Grow. SocialSalesMap.®
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Use Case: Identify joint Connections
Win. Grow. SocialSalesMap.®
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22. Thank you for your support and recognition.
Win. Grow. SocialSalesMap.®
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Example2: Nimble Social CRM.
More Customers. Less Work.™
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Use Case: Merge Social Identities
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The «Social Sales» Cycle
2
Identify Analyze
1
Act
3
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Enhance Your Sales Network
Hunt
Manage Strategic
Sales Opportunities
Farm
Develop Key/Target
Accounts
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Copyright 2012 by Blueconomics Business Solutions GmbH

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Why Social Relationship Management?
Business Lifecycle Cross- &
Growth Revenue Upselling
Increase Optimize Collaborate
Win Rate Touchpoints Effectively
Drive Your Sales, Marketing and Service Effectiveness
by leveraging the power of collaboration, social networks and CRM.
Pro-Active Enhance
Mitigation Efficiency
Risks Costs
Copyright 2012 by Blueconomics Business Solutions GmbH

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Source: McKinsey & Company,»Business and Web 2.0: An interactive feature”, November 2011.
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30. Executive Expectation: High Potential
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Surprise, Surprise...
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Source: McKinsey & Company, November 2012. Copyright 2012 by Blueconomics Business Solutions GmbH

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Enjoy the holiday season...
Copyright 2012 by Blueconomics Business Solutions GmbH

34. Shake up
Your B2B
Sales.

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www.Blueconomics.info
Copyright 2012 by Blueconomics Business Solutions GmbH