From Fans and From Fans and Followers to Followers to Customer and Customer and Advocates Advocates Jacob Morgan and Brent Leary
Oct 17, 2014
From Fans and From Fans and Followers to Followers to
Customer and Customer and AdvocatesAdvocates
From Fans and From Fans and Followers to Followers to
Customer and Customer and AdvocatesAdvocates
Jacob Morgan and Brent Leary
Jacob Morgan and Brent Leary
• Principal, Chess Media Group
• Author of Twittfaced
• Blogger on Customer/Employee Engagement: jmorganmarketing.com
• Traveler, Chess Lover, and Explorer
• Twitter: @JacobM
• Email: [email protected]
Some Numbers(customer side)Some Numbers(customer side)
• 93% of Americans want brands to have a presence on social media sites (2008 Cone Business in Social Media)
• Three most influential factors for consumers when deciding which company to do business with are:• personal experience (98%)• company’s reputation or brand (92%)• recommendations from friends and family (88%) (AMEX)
• Americans Will Spend 9% More With Companies That Provide Excellent Service (AMEX)
• 7% of organizations understand the CRM value of social media according to the Brand Science Institute, European Perspective, August 2010.
Some Numbers(employee side)Some Numbers(employee side)
• Collaboration has a 36% impact on overall business performance (Frost and Sullivan)
• Companies with high employee engagement had a 19% increase in operating income and almost 28% growth in earnings per share. Companies with low levels of engagement saw operating income drop more than 32% and earnings per share drop over 11% (Towers Perrin Global Report 2007-2008)
• Four our of five workers are not living up to their full potential or doing what it takes to help their organization succeed. Employers are not harnessing the full power of their workforce and achieving the performance lift that high engagement delivers. (Towers Perrin Global Report 2007-2008)
High Level ChallengesHigh Level ChallengesHigh Level ChallengesHigh Level ChallengesAre 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?
CATCHCATCHSalesSales
AutomationAutomation
KEEPKEEPCustomer Customer
ServiceService
FINDFINDMarketing Marketing
AutomationAutomation
Traditional CRMTraditional CRMTraditional CRMTraditional CRM
CUSTOMERCUSTOMERRELATIONSHIRELATIONSHI
PPMANAGEMENMANAGEMEN
TT• Lead management
• Campaign management • Customer profiling
• Opportunity management• Contact management• Activity management
• Ongoing dialog• Web self-service
• field service
Traditional CRM: How It All FitsTraditional CRM: How It All FitsTraditional CRM: How It All FitsTraditional CRM: How It All Fits
CampaignsCampaigns ForecastForecast
AccountsAccounts
OpportunitiesOpportunities
ContactsContactsLeadsLeads
Analyzed to determine Analyzed to determine successsuccess
GENERATEGENERATECONVERT TO FEED TOCONVERT TOCONVERT TO FEED TOFEED TO
Example of a Small Business Sales CycleExample of a Small Business Sales CycleExample of a Small Business Sales CycleExample of a Small Business Sales CycleMarketingCollateral10 % Likelihood of winning
NeedsAnalysis
20 % Likelihood of winning
Presentation40 % Likelihood of winning
Proposal60 % Likelihood of winning
ContractSubmitted80 % Likelihood of winning
ClosedLost
Negotiation90 % Likelihood of winning
ClosedWon
CRM Timelime….CRM Timelime….CRM Timelime….CRM Timelime….
Contact Contact ManagementManagementIndividual usageIndividual usage
PC basedPC based
CRMCRM SuitesSuitesSFA, MA, CSS: SFA, MA, CSS:
WorkgroupWorkgroup Server basServer baseded
Early 1990sEarly 1990s
Mid 1990sMid 1990s
TodayTodayCRM On-CRM On-demanddemand
Browser basedBrowser basedEarly 2000sEarly 2000s
Social CRMSocial CRM
Mobile CRMMobile CRMHandheldHandheld
Accessible from Accessible from anywhereanywhere
Small Business Success Index, Network Solutions - 2010
Small Business Success Index, Network Solutions - 2010
CCRRM or CM or CIIM? Customer Information MgmtM? Customer Information MgmtCCRRM or CM or CIIM? Customer Information MgmtM? Customer Information Mgmt
Traditional CRM Strategy FocusTraditional CRM Strategy Focus Centralize Customer DataCentralize Customer Data Operational EfficiencyOperational Efficiency ForecastingForecasting Activity ManagementActivity Management ReportingReporting But What About THE CUSTOMER???But What About THE CUSTOMER???
““Social” challenges… to Social” challenges… to The The CustomerCustomer
““Social” challenges… to Social” challenges… to The The CustomerCustomer
• Finding time to turn Finding time to turn searchessearches into into answers/solutionsanswers/solutions
• Finding Finding enoughenough trusted trusted informationinformation
• Finding trusted vendorsFinding trusted vendors• Finding vendors who Finding vendors who valuevalue
themthem• Creating opportunities for Creating opportunities for
meaningfulmeaningful exchanges exchanges
Trust updateTrust updateTrust updateTrust update
The Customer Experience is SocialThe Customer Experience is SocialThe Customer Experience is SocialThe Customer Experience is Social
Friends of friends
Socialweb
YourCommunitywww Site
YourBrand
Competitor A
Competitor B
InfluencersFriendsYourwwwSite
YourContactCenter
Earned Hosted OwnedRelationships Conversation
sProcesses
Competitor C
Courtesy of RightNow Technologies
Defining CRM… SociallyDefining CRM… SociallyDefining CRM… SociallyDefining CRM… Socially
ContentContent
InformationInformation
ConfidenceConfidence
Sales processSales processConversationsConversations
Analyzed to determine success
GENERATEGENERATE CONVERT TO FEED TOCONVERT TOCONVERT TO CREATINGCREATING
ExchangesExchanges RelationshipsRelationshipsCustomerCustomer
PartnerPartner
VendorVendor
CommunityCommunity
InfluencerInfluencer
CONTENTCONTENTAutomationAutomation
COMMUNITYCOMMUNITYFacilitationFacilitation
LISTENINGLISTENINGAutomationAutomation
SOCIAL CRMSOCIAL CRMSOCIAL CRMSOCIAL CRM
SOCIALSOCIALCUSTOMERCUSTOMER
RELATIONSHIRELATIONSHIPP
MANAGEMENMANAGEMENTT
TRANSFORMTRANSFORMManagementManagement
Headline 1…Headline 1…
• Body Text here• Body Text here• Etc…
Headline 1…Headline 1…
• Body Text here• Body Text here• Etc…
AgendaAgendaAgendaAgenda
Created by Jeremiah Owyang and Ray Wang from Altimeter Group
Will Companies Succeed?Will Companies Succeed?Will Companies Succeed?Will Companies Succeed?
“By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value. Rushing into social computing initiatives without clearly defined
benefits for both the company and the customer will be the biggest cause of
failure.” ~ Gartner Group
Headline 1…Headline 1…
Headline 1…Headline 1…
Social Media and Social Social Media and Social CRMCRM
Social Media and Social Social Media and Social CRMCRM
Headline 1…Headline 1…
• Body Text here• Body Text here• Etc…
Social Media Customer Social Media Customer Care Maturity ModelCare Maturity Model
Social Media Customer Social Media Customer Care Maturity ModelCare Maturity Model
Level
1
Level
2
Level
3
Level
4
Listening Listening (or ignoring)(or ignoring)
Social Media Social Media BroadcastingBroadcasting
Social Media Social Media MarketingMarketing
Social Media Social Media Customer Customer
CareCare
Proactive Proactive EngagementEngagement
Occasional reporting Reactive/surprised by social media
Facebook page and Twitter presence Broadcast standard marketing via social media
Social Media strategy
Engagement marketing
Scalable engagement process
Teams work queues
Proactive Customer Care
Proactive Sales
Brand dashboarding Minimal customer care
involvement
Managed process Team activity
reports
Social Media Business Intelligence
Level
5
Cisco, 2010Cisco, 2010
Mobile Web Mobile Web Self-ServiceSelf-Service
Mobile Web Mobile Web ChatChat
Mobile Web Mobile Web Guided Guided
AssistanceAssistance
Mobile Web Mobile Web Ask A Ask A
QuestionQuestion
Enabling the Mobile Web ExperienceEnabling the Mobile Web Experience
Courtesy of RightNow Technologies
Self-ServiceSelf-ServiceSelf-ServiceSelf-Service
Courtesy of RightNow Technologies
Crowd ServiceCrowd ServiceCrowd ServiceCrowd Service
Courtesy of RightNow Technologies
Key TakeawaysKey Takeaways
• Social CRM is not a replacement for CRM or social media
• Social CRM is not about a technology solution• Social CRM is more than marketing, promotion
and branding• Social CRM solves business problems that have
always existed• Social CRM is a long term strategy and not
campaign based• Social CRM is process centric vs conversation
centric