social meets crm federated press september 28, 2011
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SOCIAL MEDIA MEETS CRM
Reinventing Customer Service
Hessie Jones September 28, 2011
Traditional Channels
The institutions traditionally defined and controlled the Brand.
But traditional marketers are realizing that product sales were not necessarily the result of messaging from the marketers to the consumer….
New Paradigms
Visit My Facebook Profile
Read My Blog
Search for Reviews I Wrote
Participate in a Community Conversation
Read My Tweets
Traditional Conversations Digital Conversations
Ask Me Directly
SOCIAL NETWORKING
The game is changing…social computing has made it easier to amplify conversation and influence…..
Access proliferation has put customers in control of how, when and what kind of media
they consume
Digital Evolution
Old Media
Mass Media Niche Media
Rea
ch
Digital Evolution
Old Media
Mass Media Niche Media
Rea
ch
New Media
Mass Media Niche Media
Rea
ch
Digital Evolution
Old Media
Mass Media Niche Media
Rea
ch
New Media
Mass Media Niche Media
Rea
ch
Digital Evolution
Old Media
Mass Media Niche Media
Rea
ch
New Media
Mass Media Niche Media
Rea
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Digital Evolution
Old Media
Mass Media Niche Media
Rea
ch
New Media
Mass Media Niche Media
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How long does it take to reach 50 million users?
Radio: 38 years TV: 13 years
Facebook added 200 million users in less than a year
Internet: 4 years!
iPod: 3 years
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“Mind-bending” social media stats
http://blog.hubspot.com/blog/tabid/6307/bid/23865/13-Mind-Bending-Social-Media-Marketing-Statistics.aspx
20 percent of searches on Google
each day have NEVER been
searched for before.
There are more than 3.5 billion pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook.
43 percent of all online consumers are social media fans or followers
56 percent of LinkedIn's 100
million users are outside of the United States.
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Every day, 2,300 new Wikipedia
articles are created, adding to its 17
million articles, with contributions from 91,000 active contributors.
There are more than 5 billion photos on Flickr.
$3.08 billion will be spent to advertise on social networking sites in 2011, a 55 percent increase over 2010.
News travels fast... Search and Social are connected
Increasingly, product quality and what a brand stands for is determined by Google
TRUST is the New Currency...enter Cluetrain Manifesto
A radical change has occurred in the World of advertising and marketing
Consumers are listening less and less…Interruptive Marketing has seen its day.
The Audience is Creating…The Audience is Selecting…. The Audience is Changing…and as a result the audience is telling brands……
“You want us to pay? We want you to pay attention. ”
“ The Internet has become a place where people could talk to other people without constraint. Without filters or censorship or official sanction — and perhaps most significantly, without advertising ”
“Don't talk to us as if you've forgotten how to speak. Don't make us feel small. Remind us to be larger. Get a little of that human touch. ”
Social Media Model
A distinct opportunity in the Canadian marketplace is created for companies who can act as brand stewards …
… and influence consumer perceptions, attitudes and behaviours to create brand advocates
The New Customer Relationship
Social Marketing
Benefits are Clear
Media Defined in the New Customer World
Where Social Meets CRM
Social Media is evolving... did you know?
Smartphone shipments will
outpace PCs by 2012?
Online users in rapid-growth regions like Latin America, the Middle East and China are now spending more time on social networking sites than on email.
Gartner Research predicts that social networking services will replace e-mail as the primary communications vehicle for 20% of business users by 2014.
globally, total minutes spent on social networks monthly saw a more than 100% gain over the same period last year.
Traditional CRM
http://thebrandbuilder.wordpress.com/
CRM Evolved
http://thebrandbuilder.wordpress.com/
The difference....
Social CRM combines the customers’ transaction data with their social/
lifestyle data
Defining Social CRM
• Source: the brandbuilder..... Olivier Blanchard.... (note: work-in-progress)
SOCIAL CRM IS A BUSINESS FUNCTION SUPPORTED BY A SYSTEM AND TECHNOLOGIES WHOSE AIMS ARE TO
IMPROVE A COMPANY’S ABILITY TO DERIVE INSIGHTS INTO CUSTOMER NEEDS AND BEHAVIOURS BY ADDING TO THEIR TRANSACTIONAL DATA THE LIFESTYLE DATA
THEY SHARE ONLINE.
Customers have Evolved
The Influence of Interaction
The Evolution from Traditional CRM
Case Study: Columbia House
Case Study: Columbia House
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Case Study: Columbia HouseStellar Results
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Just another vote FOR CH Canada. I've had no problem with numerous orders from them, along with great prices, occasional free shipping, and bonus DVDs.
I’m amazed at how much they try to make everyone happy & take in their input. They’re doing a great job at trying to get everything right.!
while i haven’t ordered from chcanada in quite some time, i still frequent the thread and certainly appreciate the comments and inititiave shown by the chcanada staff. when is the last time you saw an amazon or futureshop/BB rep come in and ask us what we like? NEVER!!
….short version, I give a thumbs-up to CH Canada…. I have no complaints and would easily recommend CHC. !
CH Canada: the Discussion has Changed
“Social networking not only provided an open line of communication with customers, it also provided a product/offer testing arena, an ever-ready focus group, a source of testimonials, and for this business – our highest value customers.”
Rob Weatherall, Director of Marketing
CH Canada: the Testimonial
Benefits evolved...
• Improved insights from consumers about products or services
• Leveraged opportunities to listen and engage
• Gain insights about competitors
• Risk mitigation
• Provision of early warning signs for PR
• Reduce marketing spend
http://socialmediatoday.com/pervarakapadia/164956/benefits-online-reputation-management-social-media
Social CRM: the Technologies
Extended Customer Mgt and Solutions Ecosystem
Product Lifecycle Mgt.
Enterprise Mgt Marketing
Ecommerce
Social media and networks
solutions that support • defining and developing new prods and services• prioritizing the most appropriate target markets• communicating offers to best audiences for products and services.
Customer Targeting
Demographic Targeting
Product Lifecycle Mgt.
Enterprise Mgt Marketing
EcommerceSocial media and
networks
solutions that support defining and developing new prods and
services, prioritizing the most appropriate target markets,
communicating offers to best audiences for products and
services.
Customer Targeting:
applications that support • contacting customers to solicit interest in products and services• configuring solutions• setting prices• quoting• contracting• taking customer orders
Customer Acquisition Salesforce
Product Lifecycle Mgt.
Revenue Pricing Mgt
Partnership Relationship Mgt
Customer Lifecycle Mgt.
Order Mgt
Ratings and Reviews, Forums,
Microblogging, Social Networks
EBPP
IVR
Contact structure
technologies that support customers in pre & post sales scenarios• responding to queries pre purchase• scheduling installs, repairs• billing• diagnosing customer problems• routing customer queries• problem resolution
Customer Retention
Field Service Mgt Customer
service and support
Customer Loyalty, Q&A
Platforms, Community integrations
Customer Community Platforms
Customer forums
technologies that support• working collaboratively with customers• enabling customers to interact with and support each other•Both enable:• stronger customer insight• energizing brand advocacy• self-service solutions• direct to consumer feedback
Customer Collaboration
Customer Loyalty, Q&A
Platforms, Community integrations
solutions that support• collecting feedback from customers• analyzing/reporting customer info• maintaining up-to-date and accurate data about customers and interactions with the company
Customer Insight
Online developer
communities
Enterprise Feedback Mgt
Customer Business Intelligence
Customer Data Management
Listening Platforms
Are you ready?
• Is your organization committed?
• Can you put people before tools?
• Are you willing to invest in your audience?
• Can you spell INTEGRATION?
• Can you accept failure?
• Are ALL key departments in the game?
• Can you handle the skeletons in the closet?
BUSINESSES THAT LEVERAGE SOCIAL TO SUCCESSFULLY TRANSFORM CUSTOMER
RELATIONSHIPS WILL DEEPEN CUSTOMER RELATIONSHIPS, DRIVE OPERATIONAL
EFFICIENCIES AND OPTIMIZE THE WORKFORCE.
in the words of @garyvee...
Gary Vaynerchuck
When he was not yet 30, he grew his company from 2 million a year to over 50 million in 7 years
“We are verging on the thank you economy.... give a shit about
your customers.... care about them”
We’re not really good at knowing what we want, and we are very quick to say “this sucks”. That’s where the opportunity lies.
It’s not about what you’re saying, it’s about how you listen. Customer service is the new business.
All marketing is going to get back to the way it used to be in the Butcher Shop or Mom and Pop store where they knew your name, your kids name and your dogs name. That’s the way humans like it and this is what twitter and facebook can provide businesses today.
Gary Vaynerchuck
I could care less about the platform. It's all about the message.
Don't cheese it up. People's bullshit radars are insane. Marketing is about to get really, really hard. If you're just doing social media to keep up with the Joneses - don't
We are massively underestimating this culture shift... We are in the era of the humanization of business. We're living by small town rules again.
Legacy is greater than currency. Your brand equity is everything and sustainable.
Gary Vaynerchuck
Thank You
twitter: @hessiejonesg+: http://gplus.to/hessiej
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