Social CRM - Connecting Online Communities with Salesforce
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Transcript of Social CRM - Connecting Online Communities with Salesforce
Social CRM: Connecting Online Communities with CRM
Marketing
Jamie Grenney: Salesforce.comRyan Ellis: Salesforce.comMark Brundage: Adaptu
Agenda
New Concept Called Social CRM
Three Pillars of Online Community
How You Measurable ROI
Which Community Platform is Right for You
Customer Case Study: Adaptu
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Safe Harbor
2002 2004Launched Our Community
2006IdeaExchange
was Born
2010Social Media
StrategyJoined Salesforce
2008Productized
Salesforce Ideas
My History at Salesforce
Virtually every prospect and customer
is engaged in social media and using mobile apps
Learn about new products through social channels
Trust their network and other customers to provide honest feedback
Expect you to have a complete picture of your interacts across channels
Broad Shift in Internet Usage
Today the Two World’s Are Disconnected
New Concept Called Social CRM
–Paul Greenberg“Godfather of CRM”
Social CRM is a philosophy and a business strategy,
supported by a technology platform, business rules,
workflow, process, and social characteristics,
designed to engage the customer in a collaborative
conversation in order to provide mutually beneficial
value in a trusted and transparent business
environment. Social CRM is the company’s response
to customers ownership of the conversation.
Collaborative, Closed Loop Processes
Visibility into the Conversations
Real-Time Feeds . Collaboration in Context . Mobile Access
Manage Everything On Dashboards
Online Community . CRM . Social Channels
The IdeaExchange Celebrates its 4th Birthday
Three Pillars of Online Community
Online Community On Your Site
Greatest control over the experience
Build tight integration with CRM
BlogsBlogs
Learning CenterLearning Center
AnswersAnswers
IdeasIdeas
ProfilesProfiles
GroupsGroups
Community On Your Site
Community On Your Site
FacebookFacebook
LinkedInLinkedIn
TwitterTwitter
YouTubeYouTube
SlideshareSlideshare
FlickrFlickr
Your Official Social Media Channels
Your Official Social Media Channels
Official Social Media Channels
Meet people where they live
Ideal medium to drive awareness
Easy to setup and maintain
MicroblogsMicroblogs
BlogsBlogs
ForumsForums
VideoVideo
ImagesImages
Mainstream NewsMainstream News
Other Conversations About Your Brand
Other Conversations About Your Brand
Conversations On 3rd Party Sites
People are talking about your brand
You want to make sure your present to
listen, engage, and help shape brand
perception
MicroblogsMicroblogs
BlogsBlogs
ForumsForums
VideoVideo
ImagesImages
Mainstream NewsMainstream News
Other Conversations About Your Brand
Other Conversations About Your Brand
Three Pillars of Online Community
BlogsBlogs
Learning CenterLearning Center
AnswersAnswers
IdeasIdeas
ProfilesProfiles
GroupsGroups
Community On Your SiteCommunity On Your Site
FacebookFacebook
LinkedInLinkedIn
TwitterTwitter
YouTubeYouTube
SlideshareSlideshare
FlickrFlickr
Your Official Social Media Channels
Your Official Social Media Channels
BlogsBlogs
Learning CenterLearning Center
AnswersAnswers
IdeasIdeas
ProfilesProfiles
GroupsGroups
Community On Your SiteCommunity On Your Site
MicroblogsMicroblogs
BlogsBlogs
ForumsForums
VideoVideo
ImagesImages
Mainstream NewsMainstream News
Other Conversations About Your Brand
Other Conversations About Your Brand
How Do These Communities Intersect?
BlogsBlogs
Learning CenterLearning Center
AnswersAnswers
IdeasIdeas
ProfilesProfiles
GroupsGroups
Community On Your SiteCommunity On Your Site
FacebookFacebook
LinkedInLinkedIn
TwitterTwitter
YouTubeYouTube
SlideshareSlideshare
FlickrFlickr
Your Official Social Media Channels
Your Official Social Media Channels
Embedded YouTube Video
Become a Fan
Share with Your Network
Social SSO
Case Study: How to Make a Social Website
Incorporating All Three Pillars
MicroblogsMicroblogs
BlogsBlogs
ForumsForums
VideoVideo
ImagesImages
Mainstream NewsMainstream News
Other Conversations About Your Brand
Other Conversations About Your Brand
Wire the Three Pillars Together with CRM
BlogsBlogs
Learning CenterLearning Center
AnswersAnswers
IdeasIdeas
ProfilesProfiles
GroupsGroups
Community On Your SiteCommunity On Your Site
FacebookFacebook
LinkedInLinkedIn
TwitterTwitter
YouTubeYouTube
SlideshareSlideshare
FlickrFlickr
Your Official Social Media Channels
Your Official Social Media Channels
MonitoringMonitoring WorkflowWorkflow
CollaborationCollaboration
ProfilesProfiles
PreferencesPreferences
ReportingReporting
ManagementManagement DashboardsDashboards
It’s a Big Vision…
It’s a Big Vision… Requires a Big Investment
Goal is to fix what’s broken
Increase Self-Service Transactions
Provide 24/7 Support
#1 Help Communities
KnowledgeKnowledge
Log a CaseLog a Case
AnswersAnswers
IdeasIdeas
Account InfoAccount Info
Help Communities
Help Communities
Key MetricsKey Metrics
Reach Costs Satisfaction
Key MetricsKey Metrics
Reach Costs Satisfaction
Key MetricsKey Metrics
Reach Costs Satisfaction
Example
Key MetricsKey Metrics
Reach Costs Satisfaction
#2 Learning Centers
GuidesGuides
BlogsBlogs
VideosVideos
FeedsFeeds
PersonalizationPersonalization
Learning Centers
Learning Centers
Optimize the Customer Experience
Expand the Value They Derive
Identify New Areas for Growth
Key MetricsKey Metrics
Usage Loyalty Cross-Sell
Key MetricsKey Metrics
Usage Loyalty Cross-Sell
Key MetricsKey Metrics
Usage Loyalty Cross-Sell
#3 Explore, Discover, Connect
BlogsBlogs
VideoVideo
ProfilesProfiles
GroupsGroups
FeedsFeeds
Discover & ConnectCommunities
Discover & ConnectCommunities
Awareness
Produce Interesting Content
Let People Connect with Others
Make Sharing Compelling
AdvocacyGrowth
Key MetricsKey Metrics
Awareness Growth Advocacy
Key MetricsKey Metrics
Awareness Growth Advocacy
Key MetricsKey Metrics
Awareness Growth Advocacy
Key MetricsKey Metrics
Awareness Growth Advocacy
Key MetricsKey Metrics
Awareness Growth Advocacy
What is Most Important to Your Business?
KnowledgeKnowledge
Log a CaseLog a Case
AnswersAnswers
IdeasIdeas
Account InfoAccount Info
Help Communities
Help Communities
GuidesGuides
VideoVideo
BlogsBlogs
FeedsFeeds
RecommendationsRecommendations
Learning Center
Learning Center
BlogsBlogs
VideoVideo
ProfilesProfiles
GroupsGroups
FeedsFeeds
Connect with the Brand
Connect with the Brand
Key MetricsKey Metrics
Costs Satisfaction Usage Loyalty Cross Sell Advocacy Awareness
#4 Business Applications
Account InfoAccount Info
Lead ReferralsLead Referrals
Deal RegistrationDeal Registration
Content SharingContent Sharing
FeedbackFeedback
Business Applications
Business Applications
Custom to your Business or
Transactional Applications
Goal is to Activate Your Community
Collaborate in Private Forums
Increase Use of Self-Service Channels
Key MetricsKey Metrics
Costs SatisfactionMarketplaceMarketplace Reach
Leads GrowthPipeline
Ryan Ellis
Product Manager
Salesforce.com
What Platform is Right For You?
A) Focus on Your Social Channels
Integrate Your Social Channels with CRM
MonitoringMonitoring WorkflowWorkflow
CollaborationCollaboration
ProfilesProfiles
PreferencesPreferences
ReportingReporting
ManagementManagement DashboardsDashboards
What Is Most Important To Your Business?
KnowledgeKnowledge
Log a CaseLog a Case
AnswersAnswers
IdeasIdeas
Account InfoAccount Info
Help Communities
Help Communities
GuidesGuides
VideoVideo
BlogsBlogs
FeedsFeeds
RecommendationsRecommendations
Learning Center
Learning Center
BlogsBlogs
VideoVideo
ProfilesProfiles
GroupsGroups
FeedsFeeds
Connect with the Brand
Connect with the Brand
Key MetricsKey Metrics
Costs Satisfaction Usage Loyalty Cross Sell Advocacy Awareness
B) Best of Breed Community Vendors
Or
Or
B) Best of Breed Community Vendors
MonitoringMonitoring WorkflowWorkflow
CollaborationCollaboration
ProfilesProfiles
PreferencesPreferences
ReportingReporting
ManagementManagement DashboardsDashboards
Or
Or
Be Careful about the Number of Vendors
MonitoringMonitoring WorkflowWorkflow
CollaborationCollaboration
ProfilesProfiles
PreferencesPreferences
ReportingReporting
ManagementManagement DashboardsDashboards
And…
And…
And…
And…
C) Use Salesforce as the Foundation
MonitoringMonitoring WorkflowWorkflow
CollaborationCollaboration
ProfilesProfiles
PreferencesPreferences
ReportingReporting
ManagementManagement DashboardsDashboards
C) Use Salesforce as the Foundation
MonitoringMonitoring WorkflowWorkflow
CollaborationCollaboration
ProfilesProfiles
PreferencesPreferences
ReportingReporting
ManagementManagement DashboardsDashboards
When Is Salesforce Not a Fit?
MonitoringMonitoring WorkflowWorkflow
CollaborationCollaboration
ProfilesProfiles
PreferencesPreferences
ReportingReporting
ManagementManagement DashboardsDashboards
And…
Measure Everything on Dashboards
Community Manager Dashboard Executive Dashboard
Emailed Weekly, Monthly
Measures Community Health
Posts, Comments, Views, Unique Users,
Registered Users, Top Contributors, Data
Quality
Emailed Monthly or Quarterly
Measures Metrics Execs Cared About
Pre-Web 2.0
Engagement, Cost Deflection,
Subscribers, Leads, Pipeline,
Satisfaction, Feedback
Mark Brundage
Adaptu
Why We Created Our Community
Making Money is More Difficult
Things Costing Money Not Slowing Down
Rent / Mortgage
Student Loans
Retirement
Kids College Education
Senior Care / Healthcare
Bill / Utilities
…Keeping a Little for Yourself
Decreasing Home Values
Salary Wage Freezes
Removing/Reduction of Benefits
Cutting Back 401k Match
8% to 10% Unemployment
High Credit APR
Stringent Loan Requirements
My Finances. My Future.
Key Objectives
Communicate with Consumers
Go Where They Are Online
Transparency, Trust and Insight
Empowered to Make Better Decisions
MicroblogsMicroblogs
BlogsBlogs
ForumsForums
VideoVideo
ImagesImages
Mainstream NewsMainstream News
Other Conversations About Your Brand
Other Conversations About Your Brand
Three Pillars of Online Community + CRM
BlogsBlogs
Learning CenterLearning Center
AnswersAnswers
IdeasIdeas
ProfilesProfiles
GroupsGroups
Community On Your SiteCommunity On Your Site
FacebookFacebook
LinkedInLinkedIn
TwitterTwitter
YouTubeYouTube
SlideshareSlideshare
FlickrFlickr
Your Official Social Media Channels
Your Official Social Media Channels
MonitoringMonitoring WorkflowWorkflow
CollaborationCollaboration
ProfilesProfiles
PreferencesPreferences
ReportingReporting
ManagementManagement DashboardsDashboards
Highlight Where Social and CRM Come Together
Authentication – Identity Mapped Back to Customer Records1
Management – Jive, Salesforce3
Community Apps – Blogs, Forums, Video, Profiles, Feeds2
Measurement – Reports, Dashboards4
Product Demo
Adaptu Community
August 2010
Build/BetaBranding/CommunicationsOperationsAlpha TestingLaunch PlanningSalesforce DashboardListening/Engaging
January 2010
DesignStaffingVendor KickoffListening
October 2009
Strategy/VisionStrategyConceptual DesignFundingListening
November 15th 2010
LaunchBrand Monitoring, Listen, EngageIT MonitoringCommunications CampaignCommunity Management
Project Timeline
Lessons Learned
Know your customer - listen first and then engage
Have a vision and get everyone on board
Be prepared to do everyone’s job
Build your internal fan base – especially the key people
Simplify your technology stack
Put the customer experience first, then technology
Observe how your customers communicate
Don’t separate business / IT Teams – Use work clusters
What’s Next?
Enhance the Online Experience
Enhance the Online Experience
Deeper CRM Integration
Deeper CRM Integration
MonitoringMonitoring
WorkflowWorkflow
CollaborationCollaboration
ProfilesProfiles
PreferencesPreferences
ReportingReporting
ManagementManagement
DashboardsDashboards
Expand into Mobile
Expand into Mobile
The Key Takeaways from Today’s Session
The rise of social media has changed consumer behavior
Companies need to engage customers and facilitate
conversations which provide mutual value
Align your community investment with the strategic
priorities of your company
Track key metrics on the same dashboards you use to
measure leads, pipeline, and case volume
Manage the conversations and workflow in context with
your other CRM data
Questions
Jamie Grenney Salesforce.com
Search YouTube for “Setting Your Social Media Strategy” to Find More Best Practices
Mark BrundageAdaptu
Ryan EllisSalesforce.com