The basics of Social CRM

© 2010 IBM CorporationSales Transformation iSTART Team

The Basics of Social CRM

W. Cramer

Nov. 16, 2010

© 2010 IBM CorporationPage 2 Sales Transformation iSTART Team

What is Social CRM?


Customers have become more social and savvy…. And are taking control of the conversation.


Traditional customer feedback models are being replaced by more open and social models.

Source: Adapted from Social CRM a primer - by Esteban Kolsky at Enterprise2.0 Conference Santa Clara 2010.


Social CRM is an enterprise’s response to “social customers” taking ownership of the relationship with their partners and suppliers.

Paul Greenberg describes Social CRM as…

– 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 a mutually beneficial value

– in a trusted and transparent business environment .”

It’s the company’s programmatic response to the customer’s

ownership of the conversation.

Source: Adapted from Convergence: E20’s & SCRM’s Twain Meet - by Paul Greenberg at Enterprise2.0 Conference Santa Clara 2010.


• Phone• Fax• Email• Service• Letters• Personal contact• Company’s website• SMS• Instant Messenger• Chat• Media

• Phone• Fax• Email• Service• Letters• Personal contact• Company’s website• SMS• Instant Messenger• Chat• Media

+

• Blogs

• Social Bookmarking

• Microblogs

• RSS• Wikis

• Social Networks

• Widgets

• Podcast

• Video sharing

• Forums

• Wish lists

• Price comparison website

• Reviews and ratings in retail sites

• Photo sharing

• Slides sharing

• Auction website

Traditional CRMTraditional CRM Social CRMSocial CRM

Social CRM encompasses a much broader spectrum of customer interaction spaces which are not controlled by the enterprise.

Source: Adapted from Social CRM: Concept, Benefits and Approach to adopt - by Fabio Cipriani, Nov. 2008.


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

CRM is no longer just a model for managing customersbut one of customer engagement.



Emerging principles of Social CRM

1. Value is a two-way street.� Collaboration, co-creation, transparency, authenticity, advocacy

2. Each of us is governed by self-interest.� Personalization, controlling own experiences

3. We are social creatures too.� conversation, collaboration, data capture/insight

4. For ideas to be truly exciting, they have to be real.� measurement, analytics, realistic objectives, success

5. Do unto others…you know the rest.� customer experience, customer-company interactions

Source: Adapted from Convergence: E20’s & SCRM’s Twain Meet - by Paul Greenberg at Enterprise2.0 Conference Santa Clara 2010.


The “5 Ms” of Social CRM business processes offers a framework for using social customer insights to develop a Social CRM strategy.

Tracking the effectiveness of

CRM goals

Data seamlessly flowing from external to

internal.

Management systems to

provide insights to the right

teams at the right times.

Linking social profiles to company records.

Listening capabilities in

the online social world.

Is it working?How do I get it there?

Where should it go?

Who is saying it?

What is being said?

Monitor Map Manage Middleware Measure

Adapted from Social CRM: The New Rules of Relationship Management, March 5, 2010. Altimeter Group. By R “Ray” Wang and Jeremiah Owyang with Christine Tran.


The Altimeter Group has identified 18 use cases for formulating a Social CRM strategy.

Source: Social CRM: The New Rules of Relationship Management, March 5, 2010. Altimeter Group. By R “Ray” Wang and Jeremiah Owyang with Christine Tran.


Social CRM is an evolutionary step towards a more Collaborative Enterprise in the future.



What does the product landscape look like?


Use cases of Social CRM focuses on engaging customers in more collaborative business efforts which can yield value for all.

� Capturing indirect feedback from customers on social networks and communities

� Generating brand awareness and visibility

� Enabling customers to get help from other customers

� Offering price comparisons and enabling customer-generated reviews for customers

� Sharing ideas for innovation

� Co-developing new products or services

� Assisting the selling process by sharing contacts in a community

The main subcategories of Social CRM applications include:

• social monitoring

• customer- and partner-hosted communities

• enterprise feedback management (EFM)

• product reviews

• sales contacts


There are over 100 vendors with Social CRM offerings and no realclear leaders have emerged in the Social CRM space (yet).

Source: Magic Quadrant for Social CRM, 29 June 2010, ID Number: G00201531

Social CRM offers applications with different approaches for…

•supporting communities…• Customers

• Partners

• Internal users

•supporting business processes…• Sales

• Marketing

• Customer service

• Innovation

For the mutual benefit of enterprises and their customers.

Magic Quadrant intentionally removed


Traditional CRM Vendors offering Social Integration

� ACT!: Allows a single individual to manage multiple types of information, including social, however if this product was extended across an enterprise, it fits the quota.

� BatchBlue: Has traditional sales automation features, but also connect with existing social graph data, think social aggregation of contact lists.

� Buzzient: Offers a CRM platform that provides social media analytics that can be used for web marketing, customer tracking, or reporting. They have partnerships with Salesforce, Oracle, and SugarCRM.

� Microsoft Dynamics: Offers Accelerators that “Allows business professionals to monitor and analyze customers’ conversations on social networking sites, and as a result, provides real-time status updates about their products and services” They are also partnered with Neighborhood America

� NetSuite: Offers social CRM with a partnership with InsideView and has Twitter integration

� Oracle Siebel Social CRM: Promises the ability to provide insights based on the buying behaviors of similar customers, as well as shared content to be used between sales teams.

� RightNow CRM: Offers several features in their suite such as Support Communities, Innovation Communities, Cloud Monitoring, and Social Experience Design. Rightnow recently acquired Hivelive an enterprise community platform.

� Salesforce: Offers access to Social Networking like Facebook and Twitter. Salesforce, like SAP is importing the Twitter “firehose” feed, and has offered social features like Q&A, and social networking like Chatter, and has lightweight LinkedIn integration.

� SAP CRM: Imports the Twitter firehose feed

� Sugar CRM: Offers “SugarCRM Cloud Connectors connect via Web Services to leading third-party data service providers such as Hoover’s, JigSaw and LinkedIn”

� We Can Do Biz: Offers traditional CRM features (although their website is a bit difficult to navigate) for SMB, and has a unique Twitter scraping feature that filters down by some level of geography and organizes records in the database.

Source: http://www.web-strategist.com/blog/2009/12/08/list-of-companies-providing-social-crm/


Other vendors in the Social CRM space.

Community Platforms Offering Social CRM (5)� Jive Software: Community Engagement, offers data integration from

Radian6, encouraging management of the discussion.

� Leverage Software: I recall that Leverage offers built in integration with Salesforce, but I was unable to find it on their site.

� Lithium Technologies offers the Social CRM Suite offering features such as Community Applications, Reputation Engine, Actionable Analytics, CRM Connectivity, and Social Web Connectivity.

� Neighborhood America: Has had a partnership with Microsoft Dynamics, read press release, (they were early on in March 2009)and commentary from Paul Greenberg on ZDNet.

� Concourse: Offers a variety of integration modules to a variety of apps, including a CRM module that’s prebuilt. (via pjk54)

Brand Monitoring Offering Social CRM (4)� Alterian: Offers workflow management capabilities with multiple

users, emailed to me by Connie Benson, added Feb, 2010

� Radian 6: Offers brand monitoring tools that allow tools to discuss (Conversation Sidebar), triage, and manage disparate conversations, see Dave Fleet’s write up.

� ScoutLabs: Offers teams workflow ability to discuss social interactions.

� Visible Technologies: Offers CRM like features that allow teams to track, manage, triage, social conversations. Read Jason Falls take.

Social Media/Twitter Clients (2)� CoTweet: Offers a variety of features that allow teams to monitor,

manage, and triage conversations in Twitter, see features page.

� Hootsuite: Provides workflow, analytics, for teams to manage multiple Twitter accounts.

Social Customer Experience (4)� CrowdEngineering: Helps to match experts to customer problems, by

using a recommendation engine and skill resource set engine.� Fuze Digital Solutions: Provides a broad and modular multi-channel

customer care solution using a community knowledge base as its foundation.

� Helpstream: Offers tools that allow customers to submit questions to each other, with integration into SalesForce in addition to community driven knowledge centers. see video.

� Parature: Offers chat-like features for support reps to interact with customers, then measures sentiment.

� Get Satisfaction: Is an off-domain (all the support is done on their site –not yours) community that now offers premium features that offerability to manage discussions.

Sales 2.0/Social Graph Aggregation (6)� Flowtown: Allows marketers to prioritize targets to contact by a

variety of influence scores, and their social graph. It then offers targeted email marketing based on those two criteria.

� Gist: Offers a way to track the social behaviors of your customers and prioritize.

� InsideView: Offers some unique offerings that mine a business social graph to provide alerts as a plugin to traditional CRM systems, Watch this lengthy demo.

� Roving Group: Offers a product called ‘Roving Contacts’ that aggregates the social graphs and contact information from your address book.

� SocioToo: Not the typical corporate enterprise company, this Dutch company offers a search page (and no real corporate site –by intent) that mines social graph data in public.

� Xobni: This cleverly named (opposite of inbox) Outlook pluginscrapes your social graph and most frequently emailed contacts improving email utility. This barely falls within the scope of social crm, but if the data was able to export to other systems, it could start to apply.

Source: http://www.web-strategist.com/blog/2009/12/08/list-of-companies-providing-social-crm/


BACKUP


Is Social CRM a red herring for the sales function?

� Social CRM spans at least three key functional business areas:– Marketing– Sales– Customer support

� Social CRM, as it applies to the sales function, essentially represents hype resulting from dramatic developments in adjacent CRM domains

– Marketing– Customer support

� It remains unclear what kind of tangible benefits a sales organization can expect to gain from Social CRM.

Source: First Steps for Social CRM: The Gartner CRM Team's Perspective. 20 July 2010, ID Number: G00205471


Examples of effective communities for idea generation, collaboration, and self-service models.

P&G VocalpointWin / win community of

mothers. Try new products.Generate new ideas

Connect + DevelopP&G ties entrepreneurs, inventors, suppliers etc.

together to collaborate on R&D that they need.

IBM developerworksMassive forums allow

customers to help each other. Some IBM experts active via blogs & forums.

The basics of Social CRM

Business

scrms twain meet

social crm space

social crm strategy

social graph

social networking

social crm

christine tran

paul greenberg