Social Media – Social CRM – What is in it for you

Social Media – Social CRM – What is in it for you

Rick Mans - Social Media Evangelist

The Perfect Storm has changed Business Focus

Business has been hit with;

• The Credit Crunch• Globalisation of Competition• Commoditisation of key Activities• Customisation requirements for Products• Expectations for new levels of online

Services

and then there is the Technology impacts around;

• The Ubiquitous Connectivity• Social Collaboration and Networks• The arrival of ‘The Cloud’• etc …..

Another big switch

Publishing is complex and limited to few traditional media and online

merchants

Value is created by aggregating content

(portals)Easy and free publication for all

Value is generated by tools allowing to publish easily

Mai

nly

narr

ow b

and

Mai

nly

Broa

dban

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2004 2005

Traditional media

Alternative media

Google search

Flickr

Wikipedia

netvibes

Web 1.0 Web 2.0

Broadband is (becoming) a right in Spain and Finland

Technology and social factors have converged over the past few years to create a phenomenon called

social computing

TECHNOLOGY Cheap hardware and software reach the masses. Simple devices that anyone can operate.

SOCIAL CHANGE Consumers look for cost and time efficient technologies, ways to make their voices heard. Younger techno savvy generations pioneer the use of personal networks and viral communication.

Source: Forrester (2006) – Social Computing.

Internet statistics• 100 billion – The number clicks per day• 55 trillion – links on the Internet• 5% - The percentage of global electricity used for

the Internet• 90 trillion – The number of emails sent in 2009• 81% – The percentage of emails that were spam.• 200 billion – The number of spam emails per day

(assuming 81% are spam).

• 1 million - IM messages per second• 8 terabytes – Traffic per seconde• 234 million – The number of websites as of

December 2009.• 47 million – Added websites in 2009.

Social Media statistics• 24 – Hours of video uploaded

every minute onto YouTube• 600k - new members on

Facebook per day• 900.000 -The number of blogs

posts put up every day• 700 million – The number of

photos uploaded per day on Facebook

• 400 million – People on Facebook.

• 50% – Percentage of Facebook users that log in every day.

• 500,000 – The number of active Facebook applications.

• 84% – Percent of social network sites with more women than men.

• 1,73 billion – Internet users worldwide (September 2009).

• 18% – Increase in Internet users since the previous year.

• 126 million – The number of blogs on the Internet (as tracked by BlogPulse).

• 27.3 million – Number of tweets on Twitter per day (November, 2009)

• 57% – Percentage of Twitter’s user base located in the United States.

• 4.25 million – People following @aplusk (Ashton Kutcher, Twitter’s most followed user).

• 1800 – only this many people are following Rick Mans

The Intelligence is in the Connections

Connections between people

Conn

ectio

ns b

etw

een

Info

rmati

on

Email

Social Networks

Groupware

JavascriptBlogging

Databases

File Systems

HTTPKeyword Search

USENET

Wikis

Websites

Directory Portals

2009

Web 1.0

1999

1989

PC Era1977

RSS Widgets

PC’s

2018

Office 2.0

XML

RDF

SPARQLAJAX

FTP IRC

SOAP

Mashups

File Servers

Social Media

Lightweight Collaboration

ATOM

Web 3.0

Web 4.0

Semantic SearchLifestreaming

Natural Language Search

Intelligent personal agents

JavaSaaS

Web 2.0 Flash

OWL

HTML

SGMLSQL

Gopher

P2P

The Web

The DesktopWindows

MacOS

SWRL

OpenID

BBS

VR

Semantic Web

The Internet

Social Web

Web OS

Real-Time Web

Intelligent Web

Microblogging

Memetrackers

Online ServicesConsumer online services

Multimedia CDROMs

Activity streams

Virtual worlds

IT SEEMS TO BE LIKE PINK FLOYD LYRICS: IT CAN MEAN DIFFERENT THINGS TO DIFFERENT PEOPLE, DEPENDING ON YOUR STATE OF MIND

Kevin Maney

HUMAN INTERACTION IN A VIRTUAL WORLD

For me Social Media is

http://www.flickr.com/photos/greenboy/416052683/

who are you?

A new generationGeneration Y, The Millenials, Digital Natives… the future generations are infinately

connected, born and raised digital, and favour values such

as connectedness / community, environmental awareness, authenticity,

freedom and friendship above all else.

What does this mean for a company

• Cut and paste Generation: Today’s youth create their own authentic style but combining different styles.• Generation Search: S=searching and sharing, E=equilibrium, A=achieving, R=rules, C=commitment, H=harmony.• Digitale Generatie: Todays youth … Jongeren van nu vinden het leven in de virtuele wereld even vanzelfsprekend als

daarbuiten; de eerste generatie die opgroeit met digitale media.• My Media Generation: Today’s youth have three basic needs: community, selfexpression and personalisation; the first

'global' generation That can customize everything to its own taste and wants. • Generatie Einstein: Todays youth is smarter, stronger and more social: the first positive generation!

Generation VGeneration Virtual is used to describe a growing online culture in

which people participate, often anonymously, through

personas in a flat, virtual environment. Generation Virtual is not

defined by age, gender, social demographics or geographic

location. It is based on demonstrated accomplishments

(merit) and an increasing preference for the use of digital

media channels to discover information, build knowledge

and share insights.

The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ – Gartner ID Number: G00158087

Or in a more visual wayMultiple Online Personas

use of digital media

genderage

geography

demonstrated achievement

accomplishmentssocial

demographic

“Twitterati”“Clouderati

”

Con

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mers

on

the W

eb

2.0

http://www.flickr.com/photos/naturalturn/3264726560/

THE END OF THE WEB AS WE KNOW

The Internet and its attendant array of consumer devices, networks and content sources have fundamentally changed how customers, employees and partners expect to interact with the enterprise (Gartner CIO survey 2008/2009).

INTERNET RETAILING IS RESPONSIBLE FOR CIRCA 10% OF TOTAL SALES, THIS IS EXPECTED TO GROW NOT SHRINK

HOWEVER, SOCIAL MEDIA AND NETWORKS INFLUENCE A VERY SIGNIFICANT PORTION (GREATER THAN 40%) OF ALL OFFLINE SALES.

The Historic Focus of CRM projects vs How Customers buy things today

Wikipedia about CRM

Customer relationship management is a broadly recognized,

widely-implemented strategy for managing and nurturing a

company’s interactions with clients and sales

prospects. It involves using technology to organize,

automate, and synchronize business processes—

principally sales activities, but also those

for marketing, customer service, and technical support. The

overall goals are to find, attract, and win new clients,

nurture and retain those the company already has,

entice former clients back into the fold, and reduce the costs

of marketing and client service. 

Social CRM

Social CRM is your existing CRM plus the ability to leverage the social web and kick start, manage and ultimately automate the conversation process. Its power lies in the ability for all parts of the organisation but mostly customer services and sales/marketing teams to listen in on conversations (social voyeurism), craft compelling messages, join in on customer conversations (Twitter is being increasingly used in this context) and offer people added value information in real time.

Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.

It’s the company’s response to the customer’s ownership of the conversation

Evolution of Organizational Mindset

• Innovation comes from one specialized source within the company (innovation group)

• Frontline employees communicate targeted messages for transactional operations

• Innovation is gathered from all employees as they are closely connected to the final customer and to each other via internal web 2.0 tools. Customers are in the center of the innovation cycle.

• Frontline and non frontline employees engage conversations including new customers in the context and rerouting conversations. New set of employee skills needed.

!!

!!

InteractionConversationContribution

TransactionFeedback

Employee Customer

Employees Customers

Evolution of Technology

• CRM Solutions focused in automating and supporting internal business processes

• CRM Solutions focused in community creation internal and externally

Process Support

Account ManagementContact ManagementActivity Management

Lead / Opp ManagementCampaign Management

Sales ManagementService Management…

Conversation tools

Process Support

Account ManagementContact ManagementActivity Management

Lead / Opp ManagementCampaign Management

Sales ManagementService Management…

Monitoring / Interconnecting tools

RSS

Blogs

Wikis

Social Networks

Widgets

Forums

Podcast

Brand monitoringservices

Datamining

APIsOpen Id

CustomerOwnedData

Cloud Computing

WHAT IS IN IT FOR YOU

Building meaningful relationships

• With your friends and colleagues• With people you don’t know (yet)• Build trust

Increased visibility

Become the go-to-expert

Mind sharing and insight

• Get new insights (for free)• Help others• Get feedback and input from experts• Share your information

(Business) Opportunities

• You can be connected to more people• More people will be able to find you• They will be aware of your expertise

Goldrush

Just like the gold rush, this is going toend…what are you waiting for?

Rick Mans

[email protected]+31 6 512 10 144

http://twitter.com/rickmanshttp://www.linkedin.com/in/rickmans