social crm - connecting online communities with salesforce

Social CRM: Connecting Online Communities with CRM

Marketing

Jamie Grenney: Salesforce.comRyan Ellis: Salesforce.comMark Brundage: Adaptu

Agenda

New Concept Called Social CRM

Three Pillars of Online Community

How You Measurable ROI

Which Community Platform is Right for You

Customer Case Study: Adaptu

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Safe Harbor

2002 2004Launched Our Community

2006IdeaExchange

was Born

2010Social Media

StrategyJoined Salesforce

2008Productized

Salesforce Ideas

My History at Salesforce

Virtually every prospect and customer

is engaged in social media and using mobile apps

Learn about new products through social channels

Trust their network and other customers to provide honest feedback

Expect you to have a complete picture of your interacts across channels

Broad Shift in Internet Usage

Today the Two World’s Are Disconnected

New Concept Called Social CRM

–Paul Greenberg“Godfather of CRM”

Social CRM is a philosophy and a business strategy,

supported by a technology platform, business rules,

workflow, process, 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. Social CRM is the company’s response

to customers ownership of the conversation.

Collaborative, Closed Loop Processes

Visibility into the Conversations

Real-Time Feeds . Collaboration in Context . Mobile Access

Manage Everything On Dashboards

Online Community . CRM . Social Channels

The IdeaExchange Celebrates its 4th Birthday

Online Community On Your Site

Greatest control over the experience

Build tight integration with CRM

BlogsBlogs

Learning CenterLearning Center

AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups

Community On Your Site

FacebookFacebook

LinkedInLinkedIn

TwitterTwitter

YouTubeYouTube

SlideshareSlideshare

FlickrFlickr

Your Official Social Media Channels

Official Social Media Channels

Meet people where they live

Ideal medium to drive awareness

Easy to setup and maintain

MicroblogsMicroblogs

BlogsBlogs

ForumsForums

VideoVideo

ImagesImages

Mainstream NewsMainstream News

Other Conversations About Your Brand

Conversations On 3rd Party Sites

People are talking about your brand

You want to make sure your present to

listen, engage, and help shape brand

perception

BlogsBlogs

ForumsForums

VideoVideo

ImagesImages

BlogsBlogs

AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups

Community On Your SiteCommunity On Your Site

FacebookFacebook

LinkedInLinkedIn

TwitterTwitter

YouTubeYouTube

FlickrFlickr

BlogsBlogs

AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups

BlogsBlogs

ForumsForums

VideoVideo

ImagesImages

How Do These Communities Intersect?

BlogsBlogs

AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups

FacebookFacebook

LinkedInLinkedIn

TwitterTwitter

YouTubeYouTube

FlickrFlickr

Embedded YouTube Video

Become a Fan

Share with Your Network

Social SSO

Case Study: How to Make a Social Website

Incorporating All Three Pillars

BlogsBlogs

ForumsForums

VideoVideo

ImagesImages

Wire the Three Pillars Together with CRM

BlogsBlogs

AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups

FacebookFacebook

LinkedInLinkedIn

TwitterTwitter

YouTubeYouTube

FlickrFlickr

MonitoringMonitoring WorkflowWorkflow

CollaborationCollaboration

ProfilesProfiles

PreferencesPreferences

ReportingReporting

ManagementManagement DashboardsDashboards

It’s a Big Vision…

It’s a Big Vision… Requires a Big Investment

Goal is to fix what’s broken

Increase Self-Service Transactions

Provide 24/7 Support

#1 Help Communities

KnowledgeKnowledge

Log a CaseLog a Case

AnswersAnswers

IdeasIdeas

Account InfoAccount Info

Help Communities

Key MetricsKey Metrics

Reach Costs Satisfaction

Example

#2 Learning Centers

GuidesGuides

BlogsBlogs

VideosVideos

FeedsFeeds

PersonalizationPersonalization

Learning Centers

Optimize the Customer Experience

Expand the Value They Derive

Identify New Areas for Growth

Usage Loyalty Cross-Sell

#3 Explore, Discover, Connect

BlogsBlogs

VideoVideo

ProfilesProfiles

GroupsGroups

FeedsFeeds

Discover & ConnectCommunities

Awareness

Produce Interesting Content

Let People Connect with Others

Make Sharing Compelling

AdvocacyGrowth

Awareness Growth Advocacy

What is Most Important to Your Business?

KnowledgeKnowledge

AnswersAnswers

IdeasIdeas

Help Communities

GuidesGuides

VideoVideo

BlogsBlogs

FeedsFeeds

RecommendationsRecommendations

Learning Center

BlogsBlogs

VideoVideo

ProfilesProfiles

GroupsGroups

FeedsFeeds

Connect with the Brand

Costs Satisfaction Usage Loyalty Cross Sell Advocacy Awareness

#4 Business Applications

Lead ReferralsLead Referrals

Deal RegistrationDeal Registration

Content SharingContent Sharing

FeedbackFeedback

Business Applications

Custom to your Business or

Transactional Applications

Goal is to Activate Your Community

Collaborate in Private Forums

Increase Use of Self-Service Channels

Costs SatisfactionMarketplaceMarketplace Reach

Leads GrowthPipeline

Ryan Ellis

Product Manager

Salesforce.com

What Platform is Right For You?

A) Focus on Your Social Channels

Integrate Your Social Channels with CRM

ProfilesProfiles

ReportingReporting

What Is Most Important To Your Business?

KnowledgeKnowledge

AnswersAnswers

IdeasIdeas

Help Communities

GuidesGuides

VideoVideo

BlogsBlogs

FeedsFeeds

RecommendationsRecommendations

Learning Center

BlogsBlogs

VideoVideo

ProfilesProfiles

GroupsGroups

FeedsFeeds

Connect with the Brand

Costs Satisfaction Usage Loyalty Cross Sell Advocacy Awareness

B) Best of Breed Community Vendors

ProfilesProfiles

ReportingReporting

Be Careful about the Number of Vendors

ProfilesProfiles

ReportingReporting

And…

C) Use Salesforce as the Foundation

ProfilesProfiles

ReportingReporting

C) Use Salesforce as the Foundation

ProfilesProfiles

ReportingReporting

When Is Salesforce Not a Fit?

ProfilesProfiles

ReportingReporting

And…

Measure Everything on Dashboards

Community Manager Dashboard Executive Dashboard

Emailed Weekly, Monthly

Measures Community Health

Posts, Comments, Views, Unique Users,

Registered Users, Top Contributors, Data

Quality

Emailed Monthly or Quarterly

Measures Metrics Execs Cared About

Pre-Web 2.0

Engagement, Cost Deflection,

Subscribers, Leads, Pipeline,

Satisfaction, Feedback

Mark Brundage

Adaptu

Why We Created Our Community

Making Money is More Difficult

Things Costing Money Not Slowing Down

Rent / Mortgage

Student Loans

Retirement

Kids College Education

Senior Care / Healthcare

Bill / Utilities

…Keeping a Little for Yourself

Decreasing Home Values

Salary Wage Freezes

Removing/Reduction of Benefits

Cutting Back 401k Match

8% to 10% Unemployment

High Credit APR

Stringent Loan Requirements

My Finances. My Future.

Key Objectives

Communicate with Consumers

Go Where They Are Online

Transparency, Trust and Insight

Empowered to Make Better Decisions

BlogsBlogs

ForumsForums

VideoVideo

ImagesImages

Three Pillars of Online Community + CRM

BlogsBlogs

AnswersAnswers

IdeasIdeas

ProfilesProfiles

GroupsGroups

FacebookFacebook

LinkedInLinkedIn

TwitterTwitter

YouTubeYouTube

FlickrFlickr

ProfilesProfiles

ReportingReporting

Highlight Where Social and CRM Come Together

Authentication – Identity Mapped Back to Customer Records1

Management – Jive, Salesforce3

Community Apps – Blogs, Forums, Video, Profiles, Feeds2

Measurement – Reports, Dashboards4

Product Demo

Adaptu Community

August 2010

Build/BetaBranding/CommunicationsOperationsAlpha TestingLaunch PlanningSalesforce DashboardListening/Engaging

January 2010

DesignStaffingVendor KickoffListening

October 2009

Strategy/VisionStrategyConceptual DesignFundingListening

November 15th 2010

LaunchBrand Monitoring, Listen, EngageIT MonitoringCommunications CampaignCommunity Management

Project Timeline

Lessons Learned

Know your customer - listen first and then engage

Have a vision and get everyone on board

Be prepared to do everyone’s job

Build your internal fan base – especially the key people

Simplify your technology stack

Put the customer experience first, then technology

Observe how your customers communicate

Don’t separate business / IT Teams – Use work clusters

What’s Next?

Enhance the Online Experience

Deeper CRM Integration

MonitoringMonitoring

WorkflowWorkflow

ProfilesProfiles

ReportingReporting

ManagementManagement

DashboardsDashboards

Expand into Mobile

The Key Takeaways from Today’s Session

The rise of social media has changed consumer behavior

Companies need to engage customers and facilitate

conversations which provide mutual value

Align your community investment with the strategic

priorities of your company

Track key metrics on the same dashboards you use to

measure leads, pipeline, and case volume

Manage the conversations and workflow in context with

your other CRM data

Questions

Jamie Grenney Salesforce.com

Search YouTube for “Setting Your Social Media Strategy” to Find More Best Practices

Mark BrundageAdaptu

Ryan EllisSalesforce.com

social crm - connecting online communities with salesforce

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