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Social CRM: What's in it for me?
- 3. Why do I care?
Customers are congregating.
There is a massive aggregation of thoughts and perspectives.
Customers are talking about your company/your products.
Customers are tired of old interaction models that are defined
by the company and at the company's convenience.
Customers want a voice & will seek out opportunities to be
heard.
© 2009 IDC 10-09
- 4. Disruption
Web 2.0 is not a
single disruption, it's
a ripple.
Web 2.0 will demand
giving up control to
the crowd.
The democratization
of technology
distributes power and
influence.
© 2009 IDC 10-09
- 5. The Social Enterprise
Democratization and
Empowerment:
Spreading control across a broad
audience, adding value, building
relationships, conversations and
increasing transparency
It’s not just “tools”,
it’s changing processes
and culture
© 2009 IDC 10-09
- 6. The Social Enterprise
External
Sales – Marketing – Product – Support - Service
Blogs – Communities – Social Networks - Ideasourcing
– Microblogs – Syndication – Virtual Conference - Video
Wiki’s – Social Analytics – Collaboration – Mashups –
Platforms -
Internal
© 2009 IDC 10-09
- 8. Social Software Solutions
Consumer
Apps Collab CRM Content PLM
Apps
Social Platforms
Social Analytics
EPPM SCM HCM Financials
Stand-a-lone Embedded
Stand-a-lone
Social Apps Social Social
Platforms Features
© 2009 IDC 10-09
- 9. Social Tools
Enterprise video (YouTube or 26.0% 21.1% 52.9%
VMP)
Collaboration platform 45.9% 16.9% 37.2%
Community platform 21.3% 18.7% 60.0%
Facebook fan pg or other social 27.6% 16.7% 55.7%
network company profile
Twitter, facebook or other Web 2.0 25.4% 20.9% 53.7% Use Now
tool for customer service
Public microblog for marketing 23.3% 16.1% 60.6%
Plan to implement
in next 12 mos
Ideasourcing / crowdsourcing tool 18.5% 21.5% 60.0%
Don't use / no plan
to implement
Wiki's 29.0% 11.3% 59.6%
Blog 32.0% 13.5% 54.5%
N=503 0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Source: IDC Appstats Survey Sep 2009
© 2009 IDC 10-09 9
- 10. Using Social Tools
25.7%
Partner focus
Ideasourcing / 52.0%
crowdsourcing tool Employee
63.7%
focus
Customer
Focus
16.7%
Wiki's 76.9%
39.8%
15.0%
Blogs 54.1%
69.5%
N=
220 Blogs
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
186 Wiki's
179 Ideasourcing /
crowdsourcing
tool Source: IDC Appstats Survey Sep 2009
© 2009 IDC 10-09 10
- 11. What’s happening?
Sales Marketing
The “mom & pop” Sentiment
effect My way
Mining social data Customer defined
Predicting needs products/services
Loyalty (+analytics)
PR Customer Service
Transparency Community
Collaborate / partner When, where, how
1:1 Preventative
User generated
content
© 2009 IDC 10-09 11
- 12. The Next Gen Web
Web 1.0 Web 1.5 Web 2.0 Web 3.0
Static
Web
Transaction
Web
Social
Web ? Semantic
Web
© 2009 IDC 10-09
- 13. The Next Gen Web
Real-time
Mobile
Ubiquitous access
Built for Web communication
Decentralized
Modular / reusable
Increasing
interconnectedness
© 2009 IDC 10-09
- 16. The Next Gen Web – Mobile Users
Share Of U.S. Online Users Also Accessing The
Internet Through a Mobile Device
Time: 45 hr/wk total
38 hr/wk Stationary
7 hr/wk Mobile (5%) Also Mobile Use
31.9%
No Mobile Use
68.1%
Total number of U.S. Internet users in 2008: 247.1M*.
Total number of U.S. mobile Internet users: 78.8M.
n = 3176. Mobile users = respondents who reported using one of the following to access the Internet: portable game console, feature phone, smart phone, Internet tablet,
personal media player, personal navigation device, e-book reader. * Source: Digital Marketplace Model and Forecast v1.3 draft, forthcoming.
© 2009 IDC 10-09
- 17. The Next Gen Web - Mobile Content
News
Weather
Entertainment
Local information
Sports
Health
Technology
Travel
Business and finance
Cars
0% 20% 40% 60% 80% 100%
Mobile Usage Stationary Usage
© 2009 IDC 10-09
- 18. Some Implications
Mobile
People as the Real-time
platform
Collective intelligence
Trust Video
Ubiquitous information
access
Conversations
Always on Transparent
Shared Control
© 2009 IDC 10-09
- 19. Conclusions: Social CRM
Not a replacement for traditional CRM but
builds on top of current processes.
Is a part of a broader strategy.
Requires a re-thinking of relationships & who
controls those relationships.
Is about fundamental cultural changes
Is about shifting control
© 2009 IDC 10-09
- 20. Expect first efforts to be a learning
process
Develop a strategy
Use tools to support the strategy
Part of the process is moving
control from you to your customer
© 2009 IDC 10-09
- 21. Contact
Michael Fauscette
mfauscette@idc.com
Twitter: @mfauscette
Blog: www.mfauscette.com
© 2008 IDC
© 2009 IDC 10-09