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Nr. 1Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved
Social CRM –Neue Wege zum Kunden
Sabrina Uthe, Senior Unit Manager Web Solutions
Frank Wiedemann, Business Consultant
September 2010
sCRM
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Nr. 2Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
SocialCRM – alter Wein in neuen Schläuchen?
Google Insight for Search: Begriff „Social CRM“
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Nr. 3Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
• Zahlen, Fakten und die Relevanz von Social Media
• Social Media vs. Social CRM
• Social CRM an praktischen Beispielen
Agenda
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Nr. 4Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
Social Media ein weltweiter Trend …
520.000.000
100 /Minute – 1,300
600/Sekunde
2.800.000
1.000.000.000/Tag
250.000.000
?
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Nr. 5Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
… mehr als ein Trend … auch in Deutschland
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Nr. 6Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
Sind Sie schon drin?Facebook deklassiert die deutsche Konkurrenz …
30. WWW-Benutzer-Analyse W3B, Frühjahr 2010Mind. Wöchentliche Nutzung von Social Media Networks – Reichweiten Trend
50%
40%
30%
20%
10%
0%
2007 2008 2009
45,5%
20,5%
15,0%
15,0%
14,0%
4,8%
Quelle: www.fittkaumaass.de
2010
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Nr. 7Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
… und es ist noch Luft nach oben!
Social Media-Netzwerke/Blogs
Nr. LandReichweite
aktiver NutzerNutzungsdauer
pro Monat
1 Brasilien 86% 5:03:37
2 Italien 78% 6:28:41
3 Spanien 77% 5:11:44
4 Japan 75% 2:50:50
5 USA 74% 6:35:02
6 Großbritannien 74% 5:52:38
7 Frankreich 73% 2:50:50
8 Australien 72% 7:19:13
9 Deutschland 63% 4:13:05
10 Schweiz 59% 3:43:58
Quelle: Nielsen, http://blog.nielsen.com, 2010
Reichweite gegenüber
Vorjahr: + 24%
Nutzungsdauer: Wachstum gegenüber Vorjahr:
+ 66%
Anteil sozialer Netzwerke/Blogsan ges. Online-Zeit:
+ 22%
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Nr. 8Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
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Nr. 9Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
78% der Konsumenten vertrauen auf
Bewertungen von anderen Nutzern
lediglich 14% vertrauen der Werbung
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Nr. 10Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
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Nr. 11Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
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Nr. 12Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
CRM 2011. Medienkonvergenz als Königsweg?
Heute Morgen
Aktuelle Trends im Internet haben maßgeblichen Einfluss auf das Kundenmanagement
Medienkonvergenz – Der Königsweg.
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Nr. 13Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
5. Erwartet hervorragendeKundenerlebnisse
Kunden sind neugierig, fordernd und gut vernetzt
1. Nutzt neue Online Kanäle und neue Kommunikationstools
2. Vertraut denEmpfehlungen
im Web
3. Kauft ebenso online wie offline
4. Möchte seine Meinungzu Produkten und Services mitteilen
7. Will sich mit Gleich-gesinnten verbinden
6. Liest und/oderschreibt in Blogs,Foren, Twitter etc.
1
2
3
4
7
6
Der neue„Social
Customer …“
5
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Nr. 14Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
Neue Kommunikationswege. Schwarm statt Individuum
Konkurrenz
KundeKundeKunde
KundeKunde
KundeKunde
Ihr Unternehmen
Lieferant/Partner
Konkurrenz Lieferant/Partner
Kunde KundeKunde
Kunde Kunde
Ihr Unternehmen
Kunde Kunde
Kunde Kunde
Kunde Kunde
Kunde Kunde
CRM 1.0 CRM 2.0
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Nr. 15Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
CRM 1.0
Neue Kanäle. Rückkanal statt Einbahnstraße
• Telefon
• Fax
• Service
• Briefe
• Persönlicher Kontakt
• Unternehmens-Webseite
• SMS
• Instant Messenger
• Chat
• Medien
• Telefon
• Fax
• Service
• Briefe
• Persönlicher Kontakt
• Unternehmens-Webseite
• SMS
• Instant Messenger
• Chat
• Medien
CRM 2.0
• Blogs • Microblogs
• Preisvergleiche
• Podcast• RSS • Wikis
• Social Networks
• Widgets • Video sharing
• Photo sharing • Foren
• Auktions-Webseite
• Slides sharing
• Reviews und Ratings
• Wunschliste
• Social Bookmarking
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Nr. 16Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
Neue Geschäftsprozesse. Kundensicht statt Innensicht
CRM 1.0 CRM 2.0
Marketing Verkauf Kunden ServiceSupport Prozesse
Operative ProzesseWert
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Nr. 17Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
Mehr Innovation. Mitarbeiter UND Kunden sind Treiber
CRM 1.0 CRM 2.0
KundeKunden
Mitarbeiter
!
Feedback
!
!
Mitarbeiter
InteraktionKonversationKontribution
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Nr. 18Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
Flexible Infrastruktur. Integration Medienmix
CRM 1.0 CRM 2.0
Process SupportAccount ManagementContact ManagementActivity Management
Lead/Opp. ManagementCampaign Management
Sales ManagementService Management
…
Process SupportAccount ManagementContact ManagementActivity Management
Lead/Opp. ManagementCampaign Management
Sales ManagementService Management
…
ConversationTools
RSS Forums
Blogs Widgets
Wikis Podcast
Social Networks
MonitoringInterconnecting Tools
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Nr. 19Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
Wie können Sie Social Media erfolgreich in Ihre CRM Strategie integrieren?
MarketingProdukt- & Innovation
Management
Vertrieb Kundenservice
Social CRM
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Nr. 20Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
MarketingProfilieren und positionieren durch Themenführerschaft
Marketing Produkt- & InnovationManagement
Vertrieb Kundenservice
Social CRM
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Nr. 21Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
MarketingKommunikation und PR über alle Kanäle hinweg
Marketing Produkt- & InnovationManagement
Vertrieb Kundenservice
Social CRM
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Nr. 22Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
MarketingKommunikation und PR über alle Kanäle hinweg
Marketing Produkt- & InnovationManagement
Vertrieb Kundenservice
Social CRM
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Nr. 23Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
MarketingKommunikation und PR über alle Kanäle hinweg
Marketing Produkt- & InnovationManagement
Vertrieb Kundenservice
Social CRM
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Nr. 24Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
MarketingKommunikation und PR über alle Kanäle hinweg
Marketing Produkt- & InnovationManagement
Vertrieb Kundenservice
Social CRM
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Nr. 25Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
MarketingMit Social Media News Rooms viele Kanäle bündeln
Marketing Produkt- & InnovationManagement
Vertrieb Kundenservice
Social CRM
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Nr. 26Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
MarketingMit Social Media News Rooms viele Kanäle bündeln
Marketing Produkt- & InnovationManagement
Vertrieb Kundenservice
Social CRM
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Nr. 27Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
MarketingCorporate Social Responsibility mal anders
Marketing Produkt- & InnovationManagement
Vertrieb Kundenservice
Social CRM
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Nr. 28Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
KundenbindungTreffen Sie sich mit Kunden in der Lounge
Marketing Produkt- & InnovationManagement
Vertrieb Kundenservice
Social CRM
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Nr. 29Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
VertriebViele Fans bringen viel Umsatz
MarketingProdukt- & Innovation
Management
VertriebKundenservice
Social CRM
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Nr. 30Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
VertriebViele Fans bringen viel Umsatz
MarketingProdukt- & Innovation
Management
VertriebKundenservice
Social CRM
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Nr. 31Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
InnovationenVon der Erfahrung und den Ideen der Kunden profitieren
Marketing
Produkt- & Innovation
Management
Vertrieb Kundenservice
Social CRM
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Nr. 32Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
InnovationenVon der Erfahrung und den Ideen der Kunden profitieren
Marketing
Produkt- & Innovation
Management
Vertrieb Kundenservice
Social CRM
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Nr. 33Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
ServiceGuter Service, schnelle Reaktion, überschaubarer Aufwand
MarketingProdukt- & Innovation
Management
VertriebKundenservice
Social CRM
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Nr. 34Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
In vier Schritten zu Social CRM
Reifegrad
verfolgen
reagieren
agieren
t
engagieren
Sämtliche
Kanäle nutzen,
Social Media als
aktiver Pfeiler
Aktiv ein
Thema über 1-2
Instrumente
bespielen
Auf interessante
Beiträge &
Content
hinweisen
Debatte in Social
Media beobachten,
relevante Kanäle
auswerten
1 2 3 4
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Nr. 35Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
Quelle: http://www.flickr.com/photos/marc_smith/4511843933/sizes/o/in/photostream/
We don’t have a choice on whether we DO social media,the question is how WELL we do it.
Erik Qualman, Mai 2010
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Nr. 36Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved© Logica Business Consulting 2010. All rights reserved
Wir freuen uns über Ihre Feedback
Vielen Dank
Social CRM | Know-how Event© Logica Business Consulting 2010. All rights reserved
Sabrina UtheSenior Unit Manager Web Solutions
Frank WiedemannBusiness Consultant
Mobile: +49 175 432 59 42
Mail: [email protected]
Xing: www.xing.com/profile/Frank_Wiedemann6
Twitter: http://twitter.com/Frank_Wiedemann
Mobile: +49 17 08565678
Mail: [email protected]
Xing: https://www.xing.com/profile/Sabrina_Uthe