A presentation I did for the participants at the course Social Media Manager at IBC in March 2013

1. Social Media Manager - 13/03/2013 - 14/03/2013
Kasper Risbjerg, Social Business Manager @ IBM | Twitter: @kasperrisbjerg | LinkedIn: linkedin.com/in/kasperrisbjerg/ | Email: risbjerg@dk.ibm.com
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SOCIAL CRM

2. 8
Source: Altimeter Group

3. SOCIAL CRM
“We’ve moved from the transaction to the interaction with
customers, though we haven’t eliminated the transaction – or the
data associated with it... Social CRM focuses on engaging the
customer in a collaborative conversation in order to provide mutually
beneficial value in a trusted and transparent business environment.
It’s (i.e. Social CRM is) the company’s response to the customer’s
ownership of the conversation.”
- Paul Greenberg,“the Godfather of CRM”

4. “Tap into the data generated at each
touch point along the consumer
decision journey and be creative”
Source: McKinsey

5. Source: http://econsultancy.com/dk/blog/9783-traditional-crm-vs-social-crm-infographic
THE EVOLUTION FROM
CRM TO SOCIAL CRM

6. Source: Chess Media Group

7. SOCIAL CRM USE CASES
Source: Altimeter Group

8. Social Customer Insights:
The 5 M’s - Framework
• Monitoring
• Mapping
• Management
• Middleware
• Measurement

9. Monitoring

10. Monitoring
Source: http://lee.smallwood.ws/2010/03/18/in-the-beginning-there-was-sliced-bread-and-then-came-radian6/

11. Mapping
John Doe

12. “We are uploading our
(complex) identities
and in turn they
become quantified“
http://www.newsits.com/wp-content/uploads/2013/02/social-media-profile.jpg

13. http://www.realadventure.co.uk/wp-content/uploads/2012/03/matt-h-social-search.jpg
“Social data gives brands the
opportunity to move from
segments to individuals...

14. http://www.realadventure.co.uk/wp-content/uploads/2012/03/matt-h-social-search.jpg
“Social data gives brands the
opportunity to move from
segments to individuals... and signals the death of the average consumer”

15. Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y
“Meet Nick. He likes
to use his iPhone to
check-in at places he
vists...”

16. Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y
“Meet Nick. He likes
to use his iPhone to
check-in at places he
vists...”

17. Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y
“Nick also likes to
take pictures along
his way...

18. Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y
“Nick also likes to
take pictures along
his way...
and his iPhone
embeds the
coordinates into the
data of a specific
picture”

19. “Based on Nick’s
social data we can
predict his behavior...
Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y

20. “Based on Nick’s
social data we can
predict his behavior...
Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y
and the no. 1 place
Nick checks-in is the
gym...

21. “Based on Nick’s
social data we can
predict his behavior...
Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y
and the no. 1 place
Nick checks-in is the
gym...
on Mondays...

22. “Based on Nick’s
social data we can
predict his behavior...
Adapted from http://www.youtube.com/watch?v=O1dgoQJAt6Y
and the no. 1 place
Nick checks-in is the
gym...
on Mondays... at 6 am!”

23. Adapted from www.smartassfitness.com/
“So we know Nick
likes fitness or at
least likes to check-in
at the gym...

24. Adapted from www.smartassfitness.com/
“So we know Nick
likes fitness or at
least likes to check-in
at the gym...
but apparently he is
also an avid blogger”

25. Adapted from http://farm5.static.flickr.com/4001/4618279087_fb950e357d.jpg
“with a lot of
influence...”

26. Adapted from http://farm5.static.flickr.com/4001/4618279087_fb950e357d.jpg
“with a lot of
influence...”

27. “The promise of Social Data is tailored
experiences and relevancy”
http://www.realadventure.co.uk/wp-content/uploads/2012/03/matt-h-social-search.jpg

28. Management
Source: Chess Media Group

29. Middleware
Soruce: http://blogmedia.eventbrite.com/wp-content/uploads/connecting.jpeg

30. Measurement
Soruce: http://ducksboard.com/wp-content/uploads/display2.png

31. SOCIAL CRM USE CASES
Source: Altimeter Group

32. SOCIAL CRM USE CASES
Source: Altimeter Group

33. Social Marketing Insights
“Listen before talking”
• What are consumers saying?
• Create meaningful and relevant engagement
• Identify influencers
• Locate where the buzz is
• Prioritize channels
• Gauge the tone of topics

34. “What happens in person goes social”
• Events are no longer a fixed period of time
• Events most be promoted before the market
• Events can be improved in real-time by
analyzing sentiment, comment etc.
• After the event tracking of mentions should
turn into follow-ups for lead generation
Social Event Management

35. Social Event Management:
Superbowl

36. and the
winner is...
Argo
Social Event Management:
The Oscars

37. Social Event Management:
The Oscars

38. Source: http://adage.com/article/global-news/flu-fever-fuels-sanitizer-sales-lots-tweets/136426/
“Finding your prospects’ and customers’ watering holes"
• Where are the customers?
• What are their needs?
• Who do they listen to?
• How did Purell Hand Sanitizer predict a flu?
Social Sales Insights

39. RAPID SOCIAL SALES
RESPONSE
“Catching a lead in mid-air”
It’s an online AND offline game, and integration with Marketing and Sales is key (and a challenge)

40. RAPID SOCIAL RESPONSE
“Defending the brand”
• People see themselves in the critic
• Everyone is busy so don’t use that as an
excuse
• Don’t ask people to mail you if you’re
busy
• Facebook enhances bad products and
experiences - so why have a presence
there?
• So how to respond?
Source: http://www.kommunikationsforum.dk/artikler/telenor-i-socialmediestorm

46. Social Support Insights
“Know where to hose in order to put out the social fire”
• Ranking of individuals’ influence
• Telling friend from foe
• Relationship with the organization
• Channels of communication
Source: http://wheelerblogs.files.wordpress.com/2011/10/ba-klout0513_flt_sfcg1305245777.jpg
http://fabjoueauxlego.files.wordpress.com/2012/03/lego-star-wars-minifigure-darth-vader-anakin-skywalker.jpg?w=490&h=346

47. Unpaid Armies
“Harnessing your fans”
• Customers often know more about your
products than you do
• A customer community provides value for the
customers and can save resources for your
organization
• Leading organizations recognize the value of
establishing a relationship with their advocates
Source: http://wheelerblogs.files.wordpress.com/2011/10/ba-klout0513_flt_sfcg1305245777.jpg
http://fabjoueauxlego.files.wordpress.com/2012/03/lego-star-wars-minifigure-darth-vader-anakin-skywalker.jpg?w=490&h=346

48. Unpaid Armies
Source: http://www.zendesk.com

49. Innovation Insights
“Catching innovation trends right under your nose"
• How are my customers using my product?
• Why aren’t people using my product?
• What are the trends?
• How did Fiskars experience a 3x increase in
sales?

50. Crowdsourced R&D
“Real-time innovation and feedback”
• Customers, partners, and industry
watchers can play a role in R&D

51. Enterprise Collaboration
“Break down the silos"
• Be in-sync internally in order to meet the
customers’ expectations
• A single collaboration tool rarely sweeps across
an entire corporation
• Empower departments to work together
across functional fiefdoms through shared APIs
that feed back into a centralized CRM system.

52. Social CRM
Source: Chess Media Group

53. KEY POINTS
• Listening with Intent
• What are people saying or seeking to improve what they’re doing today?
• Designing the Experience
• Social media represents a series of open windows to engage
• Paying It Forward
• Customers feel a sense of appreciation for those who help and provide value.
• The Power to Tell
• Make your customers the hero by helping them see what they can
accomplish simply by aligning with you.

54. • Have you mapped your customer’s decision
journey in a digital age?
• What is the experience you would want
your customer to have at every
touchpoint?
• How do you need to organize to create
that experience?
QUESTIONS TO ASK
YOURSELF

55. Thank you
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Connect with me on
Twitter: @kasperrisbjerg
LinkedIn: linkedin.com/in/
kasperrisbjerg/
Website: kasperrisbjerg.dk
Email: risbjerg@dk.ibm.com