Personify Education 08Personify Education 08

Brent Leary, CRM Essentials LLCBrent Leary, CRM Essentials LLC

Social CRM: Not Your Father’s Social CRM: Not Your Father’s Customer Relationship ManagementCustomer Relationship Management

What Is Customer Relationship What Is Customer Relationship Management?Management?

CRM is your approach and attitude for CRM is your approach and attitude for findingfinding, , captivating captivating and and keepingkeeping goodgood customers... customers...AND AND

its strategy for its strategy for being found by thembeing found by them..

Defining CRM – Traditionally SpeakingDefining CRM – Traditionally Speaking

High Level ChallengesHigh Level Challenges

Are 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?

““Social” challengesSocial” challenges Finding time to turn Finding time to turn good customers good customers into into

advocatesadvocates Finding Finding enoughenough good customers good customers Creating opportunities for Creating opportunities for meaningfulmeaningful

exchangesexchanges Creating opportunities for prospects to Creating opportunities for prospects to find find

usus Need to Need to automateautomate time consuming tasks time consuming tasks

keeping you from creating advocates:keeping you from creating advocates:

– Creating Creating attractiveattractive content appealing to content appealing to good prospectsgood prospects

– RespondingResponding to Leads Quickly,Quickly, Correctly Correctly and Effectivelyand Effectively

– Closing more good deals Closing more good deals efficientlyefficiently

Automating the Acquisition ProcessAutomating the Acquisition Process

Campaigns LeadsGenerates Convertsinto

Opportunities

Contacts

Account

ForecastFeedsInto

Analyzed to determine successAnalyzed to determine success

Traditional CRMTraditional CRM

Converting Converting contentcontent into into conversationsconversations Extending Extending conversationsconversations into collaborative into collaborative

experiencesexperiences Transforming Transforming experiencesexperiences into meaningful into meaningful

relationshipsrelationships

Enter Social CRMEnter Social CRM

Automating the Automating the ConversationConversation Process Process

Where does that put us?

TraditionalTraditional CRMCRM + SocialSocial CRMCRM =

REALREAL CRMCRM

New Dimension to Traditional Focus

Build quality business relationships Analyze the effectiveness of relationship-building activities (blogging, twittering, email marketing, etc.), and Create audacious content that grabs the attention of those you want to engage in conversations

Social Adds...Social Adds... Playing easy to getPlaying easy to get Dale Carnegie 2.0Dale Carnegie 2.0 The Three AsThe Three As

AAutomationutomation AAnalysisnalysis AAudacityudacity

Automation, Analysis & AudacityAutomation, Analysis & Audacity

““People People likelike doing doing business with people business with people theythey likelike……

……and and lovelove doing doing business with people business with people they trust!”they trust!”

Social CRM BasicsSocial CRM Basics

How do you get people to like How do you get people to like you when…you when…

• TheyThey don’t know you don’t know you existexist

• TheyThey don’t live near don’t live near youyou

Social CRM ExampleSocial CRM Example

Automating Content Creation & Automating Content Creation & DistributionDistribution

AAccelerate Collaborationccelerate CollaborationWiki – Case Western Reserve UniversityWiki – Case Western Reserve University

Social Networking for Higher EdSocial Networking for Higher Ed

Twitter in the ClassroomTwitter in the Classroom

Twitter in the ClassroomTwitter in the Classroom

Analysis: The New Metric SystemAnalysis: The New Metric System

WebAnalyticsDemystified.com 2008

Measuring Random Acts of Measuring Random Acts of Web Web SocialismSocialism

• Brand driven sessionsBrand driven sessions

• Either originating directly or from “branded” “branded” search terms

– • ““brent leary”brent leary”, “crm blog”“crm blog”, “social crm”“social crm”, etc.

– • anyone coming directly or searching for my name is already fairly engaged

• Measured eventsMeasured events

• Pre-determined non-commerce events

– • Email meEmail me, comment on my blogcomment on my blog, download a PDF, DiggDigg me, StumbleUponStumbleUpon me, MixxMixx me, etc.

FeedburnerFeedburner

Tweetburner

Monologue or Dialogue?Monologue or Dialogue?

The Audacity of CRMThe Audacity of CRM

Custom YouTube Channels – UC BerkeleyCustom YouTube Channels – UC Berkeley

Custom YouTube Channels – UC BerkeleyCustom YouTube Channels – UC Berkeley

iTunes U.iTunes U.

Second Life in Higher EdSecond Life in Higher Ed

Second Life in Higher Learning

Pyramid of Customer Pyramid of Customer LoyaltyLoyalty

New Tools of the TradeNew Tools of the Trade

del.icio.usdel.icio.us

Thank You!Thank You!

Brent Leary BLEARY@CRM-ESSENTIALS.COM Blog

– WWW.BRENTLEARY.COM

For More Show Info: www.BusinessTechnologyRadio.comFor More Show Info: www.BusinessTechnologyRadio.com