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DearMedia Social CRM

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Is Social CRM the new Holy Grail? How big is the hype and what is reality? A critical view on all types of (online) CRM and what Social CRM actually means today.

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Social CRM Myth or Reality jo@dearmedia.be @jcaudron vrijdag 8 maart 13 1
• a digital consulting company • founded in 2009 by Jo Caudron • our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ... • We work for large European clients @jcaudron vrijdag 8 maart 13 2
Strategy & concept development Mobile & Tablets Online Media Social Media Connected TV Impact on traditional communication, media, business, ... @jcaudron vrijdag 8 maart 13 3
What about social media? vrijdag 8 maart 13 4
vrijdag 8 maart 13 Radio @jcaudron TV Print Billboards From ... DM Social Media Marketing & Communication Sales The sky is the limit... Service & Support HR ... to IT Social Business PR & External Commun. R&D & Enterprise 2.0 5
The 7 C’s of “Engagement” Customers & Relaties (B2C + Compe- Public B2B) Influencers Media Staff titors Listening to anticipate potential damaging messages that can create Crisis crisis situations in the organization. Responsive Listening to provide help & support to people Care with questions or problems. Listening to understand people’s needs & expectations, being ‘close’ Closeness to their feelings and acting upon it. Listening to understand the broader picture: what are trends in consumer behavior, Context technology, the industry,..to find relevant insights. Collaboration Listening to collaborate & co-create with the community to develop better products & services Pro-active Content Pro-active outbound initiatives to engage in content marketing via social media Conversion Listening to spot opportunities to convert people to your business. vrijdag 8 maart 13 6
@jcaudron 7.000.000.000 vrijdag 8 maart 13 7
2.000.000.000 @jcaudron 7.000.000.000 vrijdag 8 maart 13 8
1.500.000.000 2.000.000.000 @jcaudron 7.000.000.000 vrijdag 8 maart 13 9
6.000.000.000 1.500.000.000 2.000.000.000 @jcaudron 7.000.000.000 vrijdag 8 maart 13 10
So let’s try to tap into all that activity. vrijdag 8 maart 13 11
So what is ...? vrijdag 8 maart 13 12
What is Social CRM? “Social CRM is a philosophy and a business strategy, WTF? 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...” vrijdag 8 maart 13 13
Is this CRM? vrijdag 8 maart 13 14
Is this CRM? vrijdag 8 maart 13 15
Is this CRM? vrijdag 8 maart 13 16
Is this CRM? vrijdag 8 maart 13 17
Is this CRM? vrijdag 8 maart 13 18
Is this CRM? vrijdag 8 maart 13 19
Bottom-line Most companies have NO social CRM They have NO decent web-CRM They have NO customer-journey CRM OK, some might have some sales-oriented CRM vrijdag 8 maart 13 20
So what is happening? vrijdag 8 maart 13 21
First this vrijdag 8 maart 13 22
Forget CRM It just became RM (do you know who is a customer and who is not?) vrijdag 8 maart 13 23
AUDIENCE Engaged Existing Audience Clients Full Market @jcaudron vrijdag 8 maart 13 24
Full audience, total Aim 1: possible reach of people convert “general influenced and impacted by audience” into “engaged AUDIENCE the brand audience” (social relationship) Aim 2: convert “engaged audience” into clients Engaged Existing People in a (short term) Audience commercial relationship Clients Total market, including those not impacted by People in a social the brand relationship with the brand (via Facebook, Twitter,...), not linked to a commercial relationship Aim 2: Full Market turn existing clients (commercial relationship) into @jcaudron engaged customers (social long term relationship) vrijdag 8 maart 13 25
It’s becoming complex vrijdag 8 maart 13 26
stuff, stuff, stuff, stuff, big stuff Social CRM sales support online/offline/PoS web/social profile integrity opportunities the full customer journey RM care online journey sales & support access sales profiles support Web CRM CRM brand subscriptions online/offline/PoS opportunities profiling the full customer journey targetting sales service vrijdag 8 maart 13 27
It’s becoming big too vrijdag 8 maart 13 28
@jcaudron BIG DATA! vrijdag 8 maart 13 29
All the traditional Tweets (structured) input Check-ins Mobile Stuff The quantified self (Youtube) videos Facebook Stuff Spotify Streams Machine2Machine Sensor data (IoT) @jcaudron BIG DATA! vrijdag 8 maart 13 30
oops @jcaudron BIG DATA! vrijdag 8 maart 13 31
How does the social and mobile data-buzz becomes meaningful? From manual to machine? @jcaudron vrijdag 8 maart 13 32
How do you get unstructured thoughts, emotions, intentions, opinions, ... of billions of people in a database? ? @jcaudron vrijdag 8 maart 13 33
You can use social media and big data to predict the future of the world @jcaudron vrijdag 8 maart 13 34
But can you predict the next purchase of one individual? - who’s able to work out the actual business rules? - what business people are able to use these rules to do business? @jcaudron vrijdag 8 maart 13 35
Relevant individual solutions Mobile B I G feed trends SMALL DATA add live DATA Apps + intelligence Location + Profiles + Social Recommendations @jcaudron vrijdag 8 maart 13 36
Steps to take vrijdag 8 maart 13 37
now 1. Build your Social RM (whatever that may be for you) ASAP 2. Integrate with your online RM (branding, profiling, subscriptions, targetting) Who knows 3. Integrate with that Holy-Grail-Corporate RM when (that probably will never come) vrijdag 8 maart 13 38
But whatever you use it for... vrijdag 8 maart 13 39
me Use it to be relevant, help and service, not to spam @jcaudron vrijdag 8 maart 13 40
Social CRM Myth or Reality jo@dearmedia.be @jcaudron vrijdag 8 maart 13 41

More Related Content

DearMedia Social CRM

  • 1. Social CRM Myth or Reality jo@dearmedia.be @jcaudron vrijdag 8 maart 13 1
  • 2. • a digital consulting company • founded in 2009 by Jo Caudron • our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ... • We work for large European clients @jcaudron vrijdag 8 maart 13 2
  • 3. Strategy & concept development Mobile & Tablets Online Media Social Media Connected TV Impact on traditional communication, media, business, ... @jcaudron vrijdag 8 maart 13 3
  • 4. What about social media? vrijdag 8 maart 13 4
  • 5. vrijdag 8 maart 13 Radio @jcaudron TV Print Billboards From ... DM Social Media Marketing & Communication Sales The sky is the limit... Service & Support HR ... to IT Social Business PR & External Commun. R&D & Enterprise 2.0 5
  • 6. The 7 C’s of “Engagement” Customers & Relaties (B2C + Compe- Public B2B) Influencers Media Staff titors Listening to anticipate potential damaging messages that can create Crisis crisis situations in the organization. Responsive Listening to provide help & support to people Care with questions or problems. Listening to understand people’s needs & expectations, being ‘close’ Closeness to their feelings and acting upon it. Listening to understand the broader picture: what are trends in consumer behavior, Context technology, the industry,..to find relevant insights. Collaboration Listening to collaborate & co-create with the community to develop better products & services Pro-active Content Pro-active outbound initiatives to engage in content marketing via social media Conversion Listening to spot opportunities to convert people to your business. vrijdag 8 maart 13 6
  • 7. @jcaudron 7.000.000.000 vrijdag 8 maart 13 7
  • 8. 2.000.000.000 @jcaudron 7.000.000.000 vrijdag 8 maart 13 8
  • 9. 1.500.000.000 2.000.000.000 @jcaudron 7.000.000.000 vrijdag 8 maart 13 9
  • 10. 6.000.000.000 1.500.000.000 2.000.000.000 @jcaudron 7.000.000.000 vrijdag 8 maart 13 10
  • 11. So let’s try to tap into all that activity. vrijdag 8 maart 13 11
  • 12. So what is ...? vrijdag 8 maart 13 12
  • 13. What is Social CRM? “Social CRM is a philosophy and a business strategy, WTF? 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...” vrijdag 8 maart 13 13
  • 14. Is this CRM? vrijdag 8 maart 13 14
  • 15. Is this CRM? vrijdag 8 maart 13 15
  • 16. Is this CRM? vrijdag 8 maart 13 16
  • 17. Is this CRM? vrijdag 8 maart 13 17
  • 18. Is this CRM? vrijdag 8 maart 13 18
  • 19. Is this CRM? vrijdag 8 maart 13 19
  • 20. Bottom-line Most companies have NO social CRM They have NO decent web-CRM They have NO customer-journey CRM OK, some might have some sales-oriented CRM vrijdag 8 maart 13 20
  • 21. So what is happening? vrijdag 8 maart 13 21
  • 22. First this vrijdag 8 maart 13 22
  • 23. Forget CRM It just became RM (do you know who is a customer and who is not?) vrijdag 8 maart 13 23
  • 24. AUDIENCE Engaged Existing Audience Clients Full Market @jcaudron vrijdag 8 maart 13 24
  • 25. Full audience, total Aim 1: possible reach of people convert “general influenced and impacted by audience” into “engaged AUDIENCE the brand audience” (social relationship) Aim 2: convert “engaged audience” into clients Engaged Existing People in a (short term) Audience commercial relationship Clients Total market, including those not impacted by People in a social the brand relationship with the brand (via Facebook, Twitter,...), not linked to a commercial relationship Aim 2: Full Market turn existing clients (commercial relationship) into @jcaudron engaged customers (social long term relationship) vrijdag 8 maart 13 25
  • 27. stuff, stuff, stuff, stuff, big stuff Social CRM sales support online/offline/PoS web/social profile integrity opportunities the full customer journey RM care online journey sales & support access sales profiles support Web CRM CRM brand subscriptions online/offline/PoS opportunities profiling the full customer journey targetting sales service vrijdag 8 maart 13 27
  • 28. It’s becoming big too vrijdag 8 maart 13 28
  • 29. @jcaudron BIG DATA! vrijdag 8 maart 13 29
  • 30. All the traditional Tweets (structured) input Check-ins Mobile Stuff The quantified self (Youtube) videos Facebook Stuff Spotify Streams Machine2Machine Sensor data (IoT) @jcaudron BIG DATA! vrijdag 8 maart 13 30
  • 31. oops @jcaudron BIG DATA! vrijdag 8 maart 13 31
  • 32. How does the social and mobile data-buzz becomes meaningful? From manual to machine? @jcaudron vrijdag 8 maart 13 32
  • 33. How do you get unstructured thoughts, emotions, intentions, opinions, ... of billions of people in a database? ? @jcaudron vrijdag 8 maart 13 33
  • 34. You can use social media and big data to predict the future of the world @jcaudron vrijdag 8 maart 13 34
  • 35. But can you predict the next purchase of one individual? - who’s able to work out the actual business rules? - what business people are able to use these rules to do business? @jcaudron vrijdag 8 maart 13 35
  • 36. Relevant individual solutions Mobile B I G feed trends SMALL DATA add live DATA Apps + intelligence Location + Profiles + Social Recommendations @jcaudron vrijdag 8 maart 13 36
  • 37. Steps to take vrijdag 8 maart 13 37
  • 38. now 1. Build your Social RM (whatever that may be for you) ASAP 2. Integrate with your online RM (branding, profiling, subscriptions, targetting) Who knows 3. Integrate with that Holy-Grail-Corporate RM when (that probably will never come) vrijdag 8 maart 13 38
  • 39. But whatever you use it for... vrijdag 8 maart 13 39
  • 40. me Use it to be relevant, help and service, not to spam @jcaudron vrijdag 8 maart 13 40
  • 41. Social CRM Myth or Reality jo@dearmedia.be @jcaudron vrijdag 8 maart 13 41