ONE-Referat: Wer oder was ist eigentlich Social CRM?

transcript

Andreas UthmannZürich, Februar 2013

Wer oder was ist eigentlich Social CRM?

Wer nutzt bereits Social CRM?

Wer würde gerne Social CRM nutzen?

Warum?

Video: Get serious about social.

Facebook isn’t how they do it

of fans return to the facebook brand page22%of brand posts make it to fans’ news feeds317%of fans find brand messaging annoying on FB60%1: Ad Age, quoting Ehrenberg-Bass Institute study, 2012 >2: AdWeek, quoting Networked Insights study, 2011 >3: Mashable, quoting Facebook, 2011 >

of fans mention the brand on facebook1.5%

#seriousaboutsocial

The «Social Sales» Opportunity.

74%57%80%

«Of companies seeing measurable business benefits by using Web 2.0 technologies.»

Source: McKinsey & Company,»How social technologies are extending the organization”, November 2011.

«Of companies plan to increase the use of Social Media, Customer Analytics as well as CRM in the coming years.»

Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.

Source: Penn Schoen Berland, «The Jive Social Business Index Survey.», July 2011.

«Of US business executives anticipate increased revenue or sales as a result of implementing a Social Business strategy.»

Intro Background & Definitions

Examples 1-8 Social Identities, Social Media Monitoring,

Network Analysis Examples 9-17

Social Connections, Intelligence,Visualization

Bonus: Mobility & CMS Outro

Implementation & Recommendations

Our Social CRM Roadmap

About Me, ch.linkedin.com/in/uthmann

Customer Intimacy is CEO Priority #1

Source: IBM Institute for Business Value, «Capitalizing on Complexity – Insights from global CEO Study», May 2010.

What is CRM?Sales

Incentives

Marketing Services

CampaignsPromotions

ActivitiesPricing

Influencers Time&Travel

Planning

QuotationOrders

Partners Contacts

Contracts

eCommerce eServicesContact Center

Requests

Installed Base

Complaints

SchedulingWarranty

Accounts

Opportunities

Forecasting

LeadsProducts

Communities

eMarketing

Configurators

Spare PartsField Force

Surveys

Analysis & Reporting360d view

KPI Planning

LifecycleValue

MarketModel Trends

Simulations

Knowledge

Segmentation Dashboard

CustomerServiceMarketing

So what is Social CRM?

Collaboration Social Media

• Process efficiency• Cycle times• Costs• Quality

Transactional

• Strategic decisions• Market knowledge• Performance

Monitoring• Reporting

Analytical• Effectiveness• Virtual Teamwork• Social networks• Communication

Collaborative

The Evolution of Customer Relationship Mgmt.

Value Networks CommunitiesHierarchies

Win. Grow.

Customer RelationshipManagement

Social Networks

Combining the Power of 2 Worlds.

SocialSalesMap®

More Customers. Less Work.

Win. Grow. SocialSalesMap.®

The «Information Challenge»

Identify Social Contacts

Social Connector for Outlook

Windows Phone: Social Phonebook

Social Customer Engagement has arrived

Integrated Newsstream

More Customers. Less Work.™

«Social Media puts Buyers, not Marketers in control.»Laura Ramos, Forrester

The Buying Process30

Accelerom: Touchpoint Analysis31

The 4C’s: Social Media Opportunities

Content Collaboration

CrowdsourcingCommunitySocialMedia

Listen Engage

Promote LearnCo-innovationSocial Media Marketing

Social Media Monitoring Online Support

Social Keyword Search

Brandwatch Social Media Monitoring

Netbreeze – Understanding Your Audience

HubSpot: Inbound Marketing

Why «Social Sales»?

Source: Aberdeen Group, «Social Selling: Best‐in‐class Targeting of the Right Message, at the Right Time, for the Right Person», 2012.

Identify Contacts

Mark S. Granovetter, 197346

Source: McKinsey & Company, November 2012.

Video: The truth about advertising.51

«People love to buy. But they hate being sold to.»Miller Heiman

People Contacts/Pic Job/Title/CV Interests

What REALLY is a Social Network?

Relationships Connections Friends Follower

Content Status Updates Posts/Tweets Pics/Vids/Docs

Social Graph NewsfeedProfile

AnalyzeAnalyze

ActAct

IdentifyIdentify

The «Social Sales» Cycle

Ajando: Marktentwicklung

• Der Google Insight Search-Index gilt als Indikator zur Erkennung weltweiter Trends

• Dargestellt ist die Anzahl der Google-Suchen der Jahre 2004 bis 2012 nach den angegebenen Keywords

• Seit 2009 boomen die Themen Inbound Marketing & Social Media

• Zugleich nahm das Interesse am Thema Telemarketing stetig ab

Google Search-Volumen von 2004 bis 2012

*Quelle: Google Insight, Abfrage vom 25.02.2012

„Inbound Marketing“

„Social Media“

„Telemarketing“

Video: What’s better than cold calling?

Identify joint Connections

Investment Priorities67

Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.

«A wealth of information creates a poverty of attention.»Herbert A. Simon, Social Scientist, Nobel Prize in Economics

Squirro for Sales Intelligence

Increasing– annual pressure on quota targets– ramp up times and cost– complexity and time pressure of research

Stay in the know on leads – Drive for improved Sales Intelligence!

– Follow news about your customers– Track their product and media mind share– Stay on top of trends in your industry– Improve your win rate– Decrease your cost of sale– Reduce time and cost of ramp up– Improve pipeline qualification – Increase customer facing time

Be the first to act on relevant information

Industry issues and goals: Stay on top of industry news

Today: Available in CRMs and on the WebSalesforce, SAP, SugarCRM*, MS Dynamics*, and on any Smartphone and Tablet

* Under developmentLive and selling Available, yet in Beta

Collaborate within CRM

Collaborative Enterprise Network77

Podio Project Collaboration

i2S Studie 2012: CRM Herausforderungen

Case7. Visualize Company Networks

HuntManage StrategicSales Opportunities

FarmDevelop Key/Target

Accounts

Enhance Your Sales Network

SocialSalesMatrix: Analyzing Sales Networks

The «Social Sales» Cycle

AnalyzeAnalyze

ActAct

IdentifyIdentify

Thank you for your great supportand recognition.

Kony Mobile CRM

Pitcher: Engaging Sales Presentations

Blueconomics CRM Framework

Entwicklungsstufen im Social Selling

Ajando: Social Seller Roadmap

ANFÄNGERWebsite erstellenEigene Marke erschaffenAuffindbar seinErreichbar seinNeue Kontakte findenNetzwerke mobilisieren

= NEUE KONTAKTE FINDEN

MACHERDigitale Präsenz festigenKunden auf dem Laufenden haltenKundentrends nutzenKunden in Bewegung setzen

= INTERESSE BESTÄTIGEN & IN BEWEGUNG SETZEN

KOORDINATORZusammenarbeit mit Vertriebsteam, Kunden, zukünftigen Kunden und Geschäftspartnern

= VERKAUFSZYKLUS BESCHLEUNIGEN

SOCIAL SELLERWird von Firmen kontaktiertStändige Präsenz im Markt

= CHANCEN FÜR SIE, NICHT FÜR IHREN KONKURRENTEN

• „Get connected“• Profile schaffen/

aktualisieren

• Nachrichten an Kunden• Social Messaging &

Sharing• Social Networking

• Sich besser organisieren• LinkedIn-Gruppen beitreten• Zusammenarbeit mit

Vertriebsteam & Kunden• Zu Blogs/Artikeln Stellung

nehmen

• In vielen Netzwerken bekannt• Relevante Inhalte für Zielgruppe

bereitstellen/Mehrwert• Automatisierte Status-Updates• Früher von Projekten wissen =

mehr Kontakte, Chancen, Deals• Der Konkurrenz voraus

McKinsey Quarterly: Six social-media skills every leader needs

«What you can’t measure, you can’t manage.»Robert S. Kaplan

Joseph Jaffe: Flip The Funnel

Marketing Stage Sales Status KPI

Marketing

Potential n/a n/aAccess n/a Coverage

Awareness Prospects ReachInterest Leads Prospect Conversion

Consideration Opportunities Lead Conversion

Information RFI RFI RatePre‐Evaluation Budgetary Offer Pre‐Bid

Proof Feasibility Study POC RatePreference RFQ Request RateEvaluation Offers Bid Rate

Commitment Customers Hit Rate

Service Loyality

Repeat Customers

Repurchase Rate

Referral Net Promoter Net Promoter Score

Blueconomics Market Model

BusinessGrowth

LifecycleRevenue

Cross- &Upselling

Why Social CRM?

Increase Win Rate

Pro-ActiveMitigation

EnhanceEfficiency

Drive Your Sales, Marketing and Service Effectiveness by leveraging the power of collaboration, social networks and CRM.

OptimizeTouchpoints

CollaborateEffectively

The Networked Economy

Source: McKinsey & Company,»Business and Web 2.0: An interactive feature”, November 2011.

Surprise, Surprise...

GeschäftszieleDefinieren

Quick Wins Identifizieren

Organisation& Budget

Learn & Grow

Inspired?

Beflügeln Sie IhrenVerkauf.

www.Blueconomics.info

Andreas UthmannZürich, Februar 2013

Wer oder was ist eigentlich Social CRM?