Social CRM (SCRM) goes beyond traditional CRM to incorporate social media into the capture of customer relationship information. A Social CRM tool set is intended to help folks within a company deepen their business relationships collecting actionable intelligence from your social channels to help propel your business. This slide preso highlights what's required to incorporate SCRM into your business model.

1. Social CRM Solution
The integration of social media & traditional
CRM
May 2009

2. Traditional CRM
versus Social CRM
• Traditional CRM (CRM 1.0):
– Focused on operational
effectiveness.
• SCRM (CRM 2.0):
– Incorporates CRM 1.0
functionality/benefits.
– Business strategy of
engaging customers in
collaborative conversation.
Also on collecting
actionable intelligence on
conversations.
– Transparent.
– Requires corporate culture
embracing social
relationships mindset.

3. SCRM Strategy

4. Customer pyramid in SCRM world
Target Prospects
Find customer
Capture customer
Retain customer
(& up-sell)
Customers
Customer Champions
Prospects

5. Conversation- &
customer-centric
Revenues
Collaboration
RelationshipsConversations
Extend CRM to include
gathering conversations,
buzz tracking, sentiment
scoring.

6. SCRM Benefits

7. “Centrifies” customer
• Puts customer at core of business
strategy.
• Humanizes company.
– People buy from people.
• Heightens customer loyalty.

8. Enhances,
accelerates, &
lowers cost of
innovation.
– Inspirations from
customers &
partners, as well
as employees.
Leap frogs innovation

9. Automates content creation
Monitor conversations.
Tap into content created by
users or other helpful folks.
Automate content creation.
Release content into
Knowledge Base & back
into social channels.

10. High-grades social channels
Ongoing analysis of
most valuable social
channels for your
company.
– Places where your
customers & partners
hang out.
– Sources of new
prospects.

11. Inside SCRM solution

12. SCRM spheres
Process support
(= CRM 1.0)
Accounts, Contacts,
Activities, Leads, Opps,
Campaigns, Service, etc.
Conversation tools
RSS
Blogs /
Podcasts
Wikis
Social networks
OpenID
Forums /
Community
discussions
Widgets
Monitoring & interconnecting
tools
Customer
-owned
data
Brand
monitoring
services
Data
mining
APIs
Cloud
computingOriginal slide created by Fabio Cipriani.
http://www.slideshare.net/fhcipriani/soci
al-crm-presentation-761225

13. SCRM solution
Mktg &
Campaign
mgmt
Lead &
Contact
mgmt
Opp mgmt
Services &
case mgmt
Traditional CRM
* User specific
* Structured data
Social media
monitoring
Compile generalized non-
user specific info
- Aggregated convos,
- Buzz tracking,
- Sentiment scoring.
(SF Service Cloud,
Radian6, etc)
SCRM solution
Customers
Partners
Supporters
Relationships
Identify
user?
Yes
All
(Identifiable & non-idable)
Gated
community
Opt-in
(emails,
etc)
Content Mgmt
Social Media Channels
Social networks
(FB, LI, etc).
Social bookmarks
Communities
Twitter
ecosystem
Blogs
Documents
Other
Sources of conversations
Actionable
intelligence

14. About

15. 15
Kathy helps companies ignite
positive change by holistically
fusing people, process, and
technology.
1
Her diverse experience helps companies
optimize customer relationships and
marketing strategies, grounded in the ways
real people relate and do business with each
other.
Kathy Herrmann

16. 16
Centers of Excellence
1
• Change management:
• Strategy design.
• Process design & definition.
• Business requirements definition and
documentation.
• Project management.
• Social business adoption.
• Business intelligence:
• Insightful meaning driven by data
• analysis.
• Data mining.
• Business case development.
• Economic valuation (ROI):
• Including social media ROI.

17. Kathy Herrmann
571-236-7929
info@kathyherrmann.com
www.kathyherrmann.com