From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010

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From Fans and From Fans and Followers to Followers to Customer and Customer and Advocates Advocates Jacob Morgan and Brent Leary
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Brent Leary and I had the opportunity to present the first ever session on Social Customer Relationship Management (Social CRM) at Blog World Expo 2010 in Las Vegas. The session is not about social media but instead looks at business applications of customer strategy and the evolution of CRM to Social CRM.

Transcript of From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010

Page 1: From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010

From Fans and From Fans and Followers to Followers to

Customer and Customer and AdvocatesAdvocates

From Fans and From Fans and Followers to Followers to

Customer and Customer and AdvocatesAdvocates

Jacob Morgan and Brent Leary

Jacob Morgan and Brent Leary

Page 2: From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010

• Principal, Chess Media Group

• Author of Twittfaced

• Blogger on Customer/Employee Engagement: jmorganmarketing.com

• Traveler, Chess Lover, and Explorer

• Twitter: @JacobM

• Email: [email protected]

Page 3: From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010

Some Numbers(customer side)Some Numbers(customer side)

• 93% of Americans want brands to have a presence on social media sites (2008 Cone Business in Social Media)

• Three most influential factors for consumers when deciding which company to do business with are:• personal experience (98%)• company’s reputation or brand (92%)• recommendations from friends and family (88%) (AMEX)

• Americans Will Spend 9% More With Companies That Provide Excellent Service (AMEX)

• 7% of organizations understand the CRM value of social media according to the Brand Science Institute, European Perspective, August 2010. 

Page 4: From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010

Some Numbers(employee side)Some Numbers(employee side)

• Collaboration has a 36% impact on overall business performance (Frost and Sullivan)

• Companies with high employee engagement had a 19% increase in operating income and almost 28% growth in earnings per share. Companies with low levels of engagement saw operating income drop more than 32% and earnings per share drop over 11% (Towers Perrin Global Report 2007-2008)

• Four our of five workers are not living up to their full potential or doing what it takes to help their organization succeed. Employers are not harnessing the full power of their workforce and achieving the performance lift that high engagement delivers. (Towers Perrin Global Report 2007-2008)

Page 5: From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010

High Level ChallengesHigh Level ChallengesHigh Level ChallengesHigh Level ChallengesAre you having problems Are you having problems responding to customer responding to customer

requests?requests?

Are you losing to Are you losing to competitors?competitors?

Are you closing Are you closing enough deals?enough deals?

Do email campaigns Do email campaigns work for you?work for you?

Having trouble finding Having trouble finding customer information quickly?customer information quickly?

Any issues sharing customerInformation across

the company?

Are your sales people Are your sales people always in the office?always in the office?

Lost any good Lost any good customers lately?customers lately?

Is the sales pipeline full?Is the sales pipeline full?

Page 6: From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010

CATCHCATCHSalesSales

AutomationAutomation

KEEPKEEPCustomer Customer

ServiceService

FINDFINDMarketing Marketing

AutomationAutomation

Traditional CRMTraditional CRMTraditional CRMTraditional CRM

CUSTOMERCUSTOMERRELATIONSHIRELATIONSHI

PPMANAGEMENMANAGEMEN

TT• Lead management

• Campaign management • Customer profiling

• Opportunity management• Contact management• Activity management

• Ongoing dialog• Web self-service

• field service

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Traditional CRM: How It All FitsTraditional CRM: How It All FitsTraditional CRM: How It All FitsTraditional CRM: How It All Fits

CampaignsCampaigns ForecastForecast

AccountsAccounts

OpportunitiesOpportunities

ContactsContactsLeadsLeads

Analyzed to determine Analyzed to determine successsuccess

GENERATEGENERATECONVERT TO FEED TOCONVERT TOCONVERT TO FEED TOFEED TO

Page 8: From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010

Example of a Small Business Sales CycleExample of a Small Business Sales CycleExample of a Small Business Sales CycleExample of a Small Business Sales CycleMarketingCollateral10 % Likelihood of winning

NeedsAnalysis

20 % Likelihood of winning

Presentation40 % Likelihood of winning

Proposal60 % Likelihood of winning

ContractSubmitted80 % Likelihood of winning

ClosedLost

Negotiation90 % Likelihood of winning

ClosedWon

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CRM Timelime….CRM Timelime….CRM Timelime….CRM Timelime….

Contact Contact ManagementManagementIndividual usageIndividual usage

PC basedPC based

CRMCRM SuitesSuitesSFA, MA, CSS: SFA, MA, CSS:

WorkgroupWorkgroup Server basServer baseded

Early 1990sEarly 1990s

Mid 1990sMid 1990s

TodayTodayCRM On-CRM On-demanddemand

Browser basedBrowser basedEarly 2000sEarly 2000s

Social CRMSocial CRM

Mobile CRMMobile CRMHandheldHandheld

Accessible from Accessible from anywhereanywhere

Page 10: From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010

Small Business Success Index, Network Solutions - 2010

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Small Business Success Index, Network Solutions - 2010

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CCRRM or CM or CIIM? Customer Information MgmtM? Customer Information MgmtCCRRM or CM or CIIM? Customer Information MgmtM? Customer Information Mgmt

Traditional CRM Strategy FocusTraditional CRM Strategy Focus Centralize Customer DataCentralize Customer Data Operational EfficiencyOperational Efficiency ForecastingForecasting Activity ManagementActivity Management ReportingReporting But What About THE CUSTOMER???But What About THE CUSTOMER???

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““Social” challenges… to Social” challenges… to The The CustomerCustomer

““Social” challenges… to Social” challenges… to The The CustomerCustomer

• Finding time to turn Finding time to turn searchessearches into into answers/solutionsanswers/solutions

• Finding Finding enoughenough trusted trusted informationinformation

• Finding trusted vendorsFinding trusted vendors• Finding vendors who Finding vendors who valuevalue

themthem• Creating opportunities for Creating opportunities for

meaningfulmeaningful exchanges exchanges

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Trust updateTrust updateTrust updateTrust update

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The Customer Experience is SocialThe Customer Experience is SocialThe Customer Experience is SocialThe Customer Experience is Social

Friends of friends

Socialweb

YourCommunitywww Site

YourBrand

Competitor A

Competitor B

InfluencersFriendsYourwwwSite

YourContactCenter

Earned Hosted OwnedRelationships Conversation

sProcesses

Competitor C

Courtesy of RightNow Technologies

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Defining CRM… SociallyDefining CRM… SociallyDefining CRM… SociallyDefining CRM… Socially

ContentContent

InformationInformation

ConfidenceConfidence

Sales processSales processConversationsConversations

Analyzed to determine success

GENERATEGENERATE CONVERT TO FEED TOCONVERT TOCONVERT TO CREATINGCREATING

ExchangesExchanges RelationshipsRelationshipsCustomerCustomer

PartnerPartner

VendorVendor

CommunityCommunity

InfluencerInfluencer

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CONTENTCONTENTAutomationAutomation

COMMUNITYCOMMUNITYFacilitationFacilitation

LISTENINGLISTENINGAutomationAutomation

SOCIAL CRMSOCIAL CRMSOCIAL CRMSOCIAL CRM

SOCIALSOCIALCUSTOMERCUSTOMER

RELATIONSHIRELATIONSHIPP

MANAGEMENMANAGEMENTT

TRANSFORMTRANSFORMManagementManagement

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Headline 1…Headline 1…

• Body Text here• Body Text here• Etc…

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Headline 1…Headline 1…

• Body Text here• Body Text here• Etc…

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AgendaAgendaAgendaAgenda

Created by Jeremiah Owyang and Ray Wang from Altimeter Group

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Will Companies Succeed?Will Companies Succeed?Will Companies Succeed?Will Companies Succeed?

“By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value. Rushing into social computing initiatives without clearly defined

benefits for both the company and the customer will be the biggest cause of

failure.” ~ Gartner Group

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Headline 1…Headline 1…

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Headline 1…Headline 1…

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Social Media and Social Social Media and Social CRMCRM

Social Media and Social Social Media and Social CRMCRM

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Headline 1…Headline 1…

• Body Text here• Body Text here• Etc…

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Social Media Customer Social Media Customer Care Maturity ModelCare Maturity Model

Social Media Customer Social Media Customer Care Maturity ModelCare Maturity Model

Level

1

Level

2

Level

3

Level

4

Listening Listening (or ignoring)(or ignoring)

Social Media Social Media BroadcastingBroadcasting

Social Media Social Media MarketingMarketing

Social Media Social Media Customer Customer

CareCare

Proactive Proactive EngagementEngagement

Occasional reporting Reactive/surprised by social media

Facebook page and Twitter presence Broadcast standard marketing via social media

Social Media strategy

Engagement marketing

Scalable engagement process

Teams work queues

Proactive Customer Care

Proactive Sales

Brand dashboarding Minimal customer care

involvement

Managed process Team activity

reports

Social Media Business Intelligence

Level

5

Cisco, 2010Cisco, 2010

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Mobile Web Mobile Web Self-ServiceSelf-Service

Mobile Web Mobile Web ChatChat

Mobile Web Mobile Web Guided Guided

AssistanceAssistance

Mobile Web Mobile Web Ask A Ask A

QuestionQuestion

Enabling the Mobile Web ExperienceEnabling the Mobile Web Experience

Courtesy of RightNow Technologies

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Self-ServiceSelf-ServiceSelf-ServiceSelf-Service

Courtesy of RightNow Technologies

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Crowd ServiceCrowd ServiceCrowd ServiceCrowd Service

Courtesy of RightNow Technologies

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Key TakeawaysKey Takeaways

• Social CRM is not a replacement for CRM or social media

• Social CRM is not about a technology solution• Social CRM is more than marketing, promotion

and branding• Social CRM solves business problems that have

always existed• Social CRM is a long term strategy and not

campaign based• Social CRM is process centric vs conversation

centric