An Introduction to Social CRM & Social Business, Tom Schuster, SugarCRM
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Transcript of An Introduction to Social CRM & Social Business, Tom Schuster, SugarCRM
Social Business and Social CRM
Tom Schuster
General Manager
SugarCRM Europe, Middle East, Africa
Social Business
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GETTING STARTED
• The business context
• The essential characteristics
• Getting started
• A live example
• Recommendation
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Change:
Newspaper Circulation
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Change: Egypt’s Facebook Revolution
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Change: Occupy Wall Street Revolution
Change: Accelerated speed to going Critical
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Change: Facebook rapid adoption
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©2011 SugarCRM Inc. All rights reserved. 10 Source: Brett Tischler, 2007 (http://gallery.photo.net/)
Evolution of the Sales Landscape
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Marketing: Complex Social Buying Model
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Customer Service is Marketing
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Start With the Customer
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CRM
Put the customer at the center
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CRM
Customer
Relationship
Management
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CRM
CRM is about Customers
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CRM is about Acquiring,
Retaining and Growing
Customers
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Enable the sales edge
SALES EDGE CUSTOMERS INNER CORE
SALES
CUSTOMER
SERVICE
CALL CENTER
MARKETING
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Introducing Social CRM
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CRM Made Social: Enable the customer edge
SALES EDGE CUSTOMERS
SALES
CUSTOMER
SERVICE
CALL CENTER
MARKETING
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Social CRM
Social CRM is an
extension of, not a
replacement for, CRM
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CRM made Simple
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Open
Intuitive
Flexible
CRM Made Simple Social CRM
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6 Steps to Getting started with Social CRM
Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
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Getting started with Social CRM
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Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
Social CRM
Technology
Open Systems Users Have Control
Web applications Web Standards
Reasonable, predictable cost
Community
Open Social CRM
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Getting started with Social CRM
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Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
Social CRM
For Users
Web 2.0 User Experience
Works the Way YOU Work
Intuitive
For Administrators
Simple Customisation
Seamless Upgrades
Social CRM
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Getting started with Social CRM
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Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
360 Degree View of the Customer
CRM Activities
• Customer Support
• Marketing
• Sales
INTERNAL data sources
• ERP
• Market Data
• HR
• Product
External Data Sources
• Linked-In
• InsideView
• Hoovers
Specialised Tools
• Web Analysis
• Business Intelligence
• Statistics
Getting started with Social CRM
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Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
RUN ANYWHERE
• Any Device
• Any Platform
• Any Cloud
CLOUD 2.0 Run Anywhere
On Site
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Intuitive
Getting started with Social CRM
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Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
Social CRM
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Collaboration Conferencing
Step 5: Provide collaboration tools
Getting started with Social CRM
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Step 1: Implement an Open CRM System
Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure
Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
Social CRM
Twitter Feeds on Your Dashboard
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LinkedIn Accounts
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Google Maps integration
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Question:
What is the Social CRM interface
of the future?
Answer:
The social networking site
of choice
combined with
An open CRM system
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Hillel Uses Social CRM to Connect with
College Students
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Add additional fields before saving to CRM
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Enter Friend Details in Facebook
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Add people from Facebook to CRM
Add Interactions in CRM from Facebook
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Match Event Attendees with Contacts in CRM
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Contact Profile Page
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Write Comments to Facebook Wall from CRM
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Link Existing Contacts to Facebook Friends
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Type the names of Facebook friends
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Facebook Friend Request
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Mobile Interactions
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Result:
Goal exceeded by
500%
•
•
•
•
Components of a Social CRM
Conferencing Cloud
Collaboration Social
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Social Business and social CRM
Start with the customer
Choose an Open CRM System
Enable a flexible, Cloud 2.0 infrastructure
Integrate Collaboration and conferencing
Allow Users to use their social tools of choice
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The Sweeter Road Microsoft
Oracle
SFDC
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