Monitoring, Management & Promise of Social CRM

MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l

Monitoring, Management and the Promise of

Social CRM

FRESH GROUND, INC.

Todd Van Hoosear@vanhoosear

(with help from Dan Bruns of Mzinga)


[email protected]

Chuck [email protected]@itsfreshground.comFresh Ground, Inc.

www.itsfreshground.com

mailto:[email protected]




The Social Organization

Fresh Ground, Inc.

The Old Model

MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA

http://www.flickr.com/photos/thivierr/

MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.

The Reality




The Reality

Fresh Ground, Inc.



The Reality

Fresh Ground, Inc.



The Reality

Fresh Ground, Inc.



The Reality

Fresh Ground, Inc.



The Reality



The Reality

Fresh Ground, Inc.



The Reality

Fresh Ground, Inc.



The Reality

Fresh Ground, Inc.


As a result, the pressure on businesses is higher than ever…

MZINGA l #1 ON-DEMAND SOCIAL SOFTWARE l 13

According to IDC, the cost of NOT easily finding information = $3,300 per employee each year

(That’s $3.3M in annual lost opportunity cost for a business of 1000 people)

Work smarter & more efficiently.


30% of consumers rely less on advertising, and much more on recommendations from friends and family for making buying decisions.

Build brand credibility & buyer trust.


More than 90% of customers' issues haven't been unearthed in most organizations, and in addition, often the organization doesn't have answers for them, according to Forrester Research.

These issues lead to long support calls, poor issue resolution, cost increases and customer dissatisfaction.

Reduce customer response times.


The primary driver of a consumer's loyalty is their experience with your business, product or service.

Yet, marketers on average only invest

20% of their programs in loyalty and customer experience efforts.

Improve customer loyalty & satisfaction


Enter Social CRM


[email protected]







What is it?

“…designed to engage the customer in a collaborative conversation in order to provide a mutually beneficial value in a trusted and transparent business environment.”

- Paul Greenberg, and author

“The tools and processes that encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers.”

-Mitch Lieberman

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http://the56group.typepad.com/


“Ultimately social media is not about the tools, technology and whiz-bang things. It’s

about culture and culture change.” - @ScottMonty


Evolving Capabilities

Content Creation

Monitoring & Reporting

Platform Integration

Workflow Management

Unified View of Customer

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2

3

4

5

(Social CRM)

(Where we are today)


The Five I’s of Social CRM

InformationTraditional Customer Relationship Management (CRM) system are all about information. But too often, traditional CRM systems focus on standardizing and sharing the information rather than on trying to manage the relationship.

InteractionWhen you introduce social technologies, relationships move to the forefront and control shifts to the customer. Interaction can drive more fulfilling and engaging relationships between and among the customers and you.

1.2.


The Five I’s of Social CRM

IntegrationBut information and interaction aren't enough. You own the information and the customer owns the conversation. You need integration. Because ultimately you can't just give your customer a voice in just one spot.

InfluenceBut don't be fooled! Not all of your customers will interact with you - and what they say shouldn't necessarily dictate where you should go.

InsightFostering interaction with and among your customers probably drives value, but you can't be sure unless you measure it.

3.4.5.



Fresh Ground, Inc.

A New Model

IdeateFlickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense

ShareFlickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

ListenFlickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense

ChangeFlickr image uploaded by adam*bShared under Creative CommonsAttribution 2.0 GenericLicense

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http://www.flickr.com/photos/yourdon/

http://www.flickr.com/photos/24258698@N04/

http://www.flickr.com/photos/atbartlett/


Traditional business processes

Often hierarchal and siloed, but critical to business goals and success

Product Mkting Sales Services

Corporate Strategy

Information Systems

Human Resources

Finance & Administration

Unstructured social interactions

that streamline communication, enhance relationships, etc.

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And can transform the way you do business…

Role-based solutionsTransform business processes to

improve productivity, efficiencies & revenue growth

Services


To solve the challenges that keep you up at night…

Services & Support

How can I reduce support costs?How can I reduce response times in addressing client issues?How can I improve customer satisfaction & loyalty?

How can I develop long-term relationships with customers?How can I reduce my sales cycle?How can I accelerate new client acquisition & upsell opportunities?

Sales

ProductHow can I innovate my products faster?How can I stay abreast of market research for R&D?How can I streamline my product development process?

MarketingHow can I improve brand visibility?How can I drive enhanced demand generation?How can I increase website traffic & ad revenue?


Social CRM Solves 3 Ailments…

FISHBOWL SYNDROME

SHINY OBJECT SYNDROME

TALKING HEAD SYNDROME


A few action items to get you started….

Determine a few initial goals (and start simple & small)Rally a few champions to support your planSet your sights on a small segment of customersSet some basic guidelines & communication plansFocus on value, not volume of interactionMake it easy to interactBe responsiveMonitor and assess results

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Monitoring, Management and the Promise of

Social CRM

FRESH GROUND, INC.


THANKS!


[email protected]






Monitoring, Management & Promise of Social CRM

Business

comfres ground

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social media

social crm1

customer dissatisfaction

customer experience

broader customer community

effective customer interaction