Social CRM - presented to the INCORPORATED GUILD FOR INTELLIGENCE-BASED COMMERCE

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IGIBCSocial CRM (sCRM)

September 19, 2013

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· The Evolution of CRM to sCRM· sCRM changes things for an organization· A truly customer centric organizations

requires change· Big Data Solutions· Collaboration/Communication Enablers

Agenda

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· Content is everywhere; it’s accessible; it’s free. People are more informed than ever before.

· We’re moving from an era of mass communications to being a mass of communicators, with more people trusting the communicators.

· This wealth of content and conversations has enabled data-driven solutions to filter out the noise and provide companies actionable insights.

· It is eliminating the guesswork for all of us.· It has the ability to allow business to make smarter

decisions.

Today’s Truisms:

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ONE-to-ONE Marketing has evolved from Transaction to Interaction...

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…With Customers becoming increasingly part of the communication/offer message.

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Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes 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. It's the company's response to the customer's ownership of the conversation.

“

”Paul Greenberg, Social CRM Author

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Social data gives brands the opportunity to move from segments to individuals

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Social data gives brands the opportunity to move from demographics to actual consumer insights in real time.

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Look and Listen

Establish a

Social Footprin

t

Engage

Increase Your

Social Currency

Build Your Community

Social Enterpris

e

Basic consumer expectations Differentiating Experiences Operational Sustainability

Social media intelligence is defining the way business is structured, as a dynamic, customer centric and

responsive culture.

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Social Media Maturity

Monitor conversation

Social platforms: FB, LI, Twitter,

Foursquare

Define voice and tone

Start conversations

Reach out to brand

advocates

Address issues driving complaints

Regular reporting

Media sites: Youtube, Flickr,

Instagram, Pinterest

Engage existing

networks

Custom response

Empower external

advocates

Social commerce

Social media education

Blogs and podcasts,

forums and boards

Participate in existing

conversations

Non-social content goes

social

Empower internal

advocates

Develop internal data workflow processes

Monitor growth of emerging technology

Supported by SEO

Respond to wall,

comments

Geo-targeting social, mobile

Allow for community

defense

Adapt products, services and policies

Clear ownership and

governance

Active growth of social asset

base

Quality vs. quantity follower

refinement

Appropriate staffing

(governance)

Location-based community

building

Collaboration systems among all

stakeholders

Designate community manager

Design for social

longevity

Social and web integration

Identify social influence

Social CRM

Social media monitoring

tools

Social marketing

tools

Advanced social analytics

Content management and curation

Social Media ROI

Look and Listen

Establish a

Social Footprin

t

Engage

Increase Your

Social Currency

Build Your Community

Social Enterpris

e

Source: Social Wisdom, Laurie Dillon Schalk

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Traditional CRM

InquiriesPurchasesReturnsInvoicesComplaintsPhone CallsEmailsTransactions

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Social CRM refinedInquiriesPurchasesReturnsInvoicesComplaintsPhone CallsEmailsTransactions

Where does s/he go? What does s/he do? What does s/he like? What TV program(s) does s/he watch?What are the favourite movie genres? What does s/he hate?Who does s/he speak to?What does s/he talk about?What does s/he share?What are his/her hobbies?What events does s/he attend?What else does s/he buy?What does s/he search for?Plus:

How often does s/he check-in at XYZ?What does s/he say about the products?What does s/he say about the company?What does s/he say about the prices?Does s/he go to the competition? When? How often?What does s/he say about the competition?

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The shorter the time between the customer’s “stated need” and the ensuing relevant response increases the probability of response.

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Tap into the data generated at each touch point along the customer decision journey

65% learn about

brand products/ser

vices

53% compliment

brands

70% listen to other experiences

50% express

complaints/concerns about

brands

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Leverage Interactions and Insights to Optimize Response Probabilities

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Social CRM can complement existing internal operations by enriching them with client-facing external activities

Social CRM (External)Client Facing Operations

Enterprise 2.0 (Internal)Internal Operations

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How to continuously leverage social customer insights to develop a Social CRM Strategy

Monitor Map ManageMiddlewa

reMeasur

e

What is being said?

Who is saying it?

Where should it go?

How do I get it there?

Is it working?

Listening capabilities in social media.

Linking social profiles to company records.

Mgt systems to provide insights to the right

teams at the right times.

Data seamlessly flows from external to

internal

Tracking the effectiveness of CRM goals.

Resource: Altimeter: New rules for relationship mgt.

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We consistently upload our identities and propensities….They, in turn, become quantified

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Understanding Intent – At Scale

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Technology can help us listen to everything that’s being said about ourselves, our

company, our brand…….But finding that one key, that game-

changing insight in a sea of chatter and then actually doing something about it is another

story.

David Armano

“

”

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…understand intent

My car died

again!!

Sometimes I wish I could just trade in this dud for

something that works!

I can only afford to buy a

low-end Toyota!

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…match user intent to the business intent

My car died

again!!

I can only afford to buy a

low-end Toyota!

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…structure relevant responses based on customer need….allow business to personalize or automate responses in real time

My car died

again!!

At your service!

I think we can help!

I can only afford to buy a

low-end Toyota!

Service Intent

Purchase intent

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this changes the game for business

• …puts the business directly in contact with a prospect

• …provides actionable user insight to optimize business response

• …provides the ability to scale social responses

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Advocacy Identification and Social Profiles

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Meet Kevin Patrick Robbins

4,047 Tweets883 followers on Twitter74 friends on Facebook

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A local guy, Kevin appears to have grown up in Toronto. He talks about Toronto a lot. He also does comedy, video/photography and theatre. He’s also clearly a big dog fan.

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Yesterday on Facebook

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To which his friends responded:

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To which his friends responded:

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Here are Kevin’s other social accounts:

https://twitter.com/kprobbinshttps://www.facebook.com/kevinpatrickrobbins/posts/10151850798409406http://instagram.com/kevinpatrickrobbinshttps://foursquare.com/kprobbinshttp://www.kprobbins.com

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Task: Use mobile data to identify people within proximity of Bank X Queens Quay location

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Validate demographics, how long they’re in the Queens Quay Bank X Location

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Identify home and shopping patterns

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• What if we overlaid social accounts against those who visited those users?

• What if we further identified who were existing customers?

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A truly customer centric organization requires some changes…

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IT Integration

Structure

Process

· Goal: Create a single view of the customer

· The value in socialCRM: having a holistic view of the customer beyond transactions

· Transform how customer data is collected, analyzed and shared

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Creating a Social Culture

Process

· Walk in the Customer’s shoes

· Build relationships based on trust

· Build advocacy· Build efficiency· Maximize customer

experience at all touch points

· Build accountability at the edge

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Demands of Data

Process

· Data validity?· Who has access?· How much data is

too much?· Data Vulnerability· Who owns the data?· Regulatory and

Privacy impacts

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Compliance· What can you say in social?· How do you deal with

complaints on forums?· How do you adapt “proper

disclosure” on social networks?

· Who has the authority to engage on social networks?

· Are there policies and practices in place?

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· Enable social marketing to the branch/field levels

· Reduce silos in social channels and integrate into customer decision journey

· Deliver deeper engagement and value· Move from push marketing in social

channels to embedding social at all touch points

· Creating a single view of the customer

Priorities in operationalizing “social”:

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Centre of Excellence

Enterprise

Branch/Field

Line of Business/Region

· Where oversight and control emerge in social media

· Cascading content, communications and tactics from HQ to Field… and back

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Start State

Enterprise

Line of Business/Region

· Silos· No alignment· Inconsistent

messaging· Duplication· Communication

gaps · Minimal cross-

functional learning · No coordination

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Preferred End StateEnterprise

Line of Business/Region

· Earned media· Lead generation· Increased efficiency· Actionable insight· Coordinated efforts· Familiar and capable · Improved

communication flow· Strengthened

customer retention

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Workflow and Communication Enablers

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Enablers – Yammer Enterprise Social Network

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The Opportunity: Customers Broadcasting Buying Signs

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Hearsay Social Makes Enterprise Social Sales Possible

SOLUTION: SOCIAL SIGNALS

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Enablers – Kaleo Knowledge Sharing

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Hessie Jonesh.jones@arcompany.co647-999-2348@hessiejones