Social CRM DeMystified: The Business & Customer Benefits
Introductions. Dan Bruns Mzinga Sr. Vice President of Advanced Technologies 781.577.8968 www.mzinga.com Todd Van Hoosear Principal of Fresh Ground and a founder of the Social Media Club @vanhoosear 617.326.3211 www.
Today’s Agenda. Topic The new reality & the challenges we’re facing What is Social CRM & how can it help your business? Common use cases & benefits How to get started
(The Old Model) Megaphone Flickr image uploaded by thivierr Shared under Creative Commons Attribution-Share Alike 2.0 Generic License The Earth Taken 7 December, 1972 Apollo 17 mission Courtesy: NASA The Social Organization.
According to IDC, the cost of NOT easily finding information = $3,300 per employee each year (That’s $3.3M in annual lost opportunity cost for a business of 1000 people) Work smarter & more efficiently.
30% of consumers rely less on advertising, and much more on recommendations from friends and family for making buying decisions. Build brand credibility & buyer trust.
- Paul Greenberg, Author CRM at the Speed of Light: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers … designed to engage the customer in a collaborative conversation in order to provide a mutually beneficial value in a trusted and transparent business environment . “ ”
It is not about the technology, it is about the people, process and cultural shifts necessary to support and grow a business with the social customer. “ ” - Mitch Lieberman, President & CEO Comity Technology Advisors Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change. “ ” - Scott Monty, head of social media Ford Motor Company
The Five I’s of Social CRM 5. Insight Fostering interaction with and among your customers will likely drive value, but you can't be sure unless you measure it. 3. Integration You need integration because ultimately you can't just give your customer a voice in one spot. You own the information and the customer owns the conversation. 4. Influence But don't be surprised! Not all of your customers will interact with you - and what they say shouldn't necessarily dictate where you should go.
The Social Organization Fresh Ground, Inc. A New Model Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria) Shared under Creative Commons Attribution-No Derivative Works 2.0 Generic License Flickr image uploaded by Ed Yourdon Shared under Creative Commons Attribution-Share Alike 2.0 Generic License Flickr image uploaded by andronicusmax Shared under Creative Commons Attribution 2.0 Generic License Flickr image uploaded by adam*b Shared under Creative Commons Attribution 2.0 Generic License Ideate. Share. Listen. Change.
It can transform how you do business… Traditional business processes Often hierarchal and siloed, but critical to business goals and success Product Mkting Sales Services Corporate Strategy Information Systems Human Resources Finance & Administration Unstructured social interactions that streamline communication, enhance relationships, etc. Social organizations Transformed business processes that improve productivity, efficiencies & revenue growth Services
Social CRM solves three ailments Fishbowl syndrome Shiny object syndrome Talking head syndrome