Social media has enabled behaviour that has resulted in an overwhelming volume of data -- so abundant in its velocity bringing with it insights that were never thought possible until now. Businesses need to see its power and determine how to harness it to forge stronger connections with the customer, and ultimately to drive to business results.

1. Confidential ArCompany
IGIBC
Social CRM (sCRM)
September 19, 2013

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· The Evolution of CRM to sCRM
· sCRM changes things for an organization
· A truly customer centric organizations requires
change
· Big Data Solutions
· Collaboration/Communication Enablers
Agenda

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· Content is everywhere; it’s accessible; it’s free. People are
more informed than ever before.
· We’re moving from an era of mass communications to being a
mass of communicators, with more people trusting the
communicators.
· This wealth of content and conversations has enabled data-
driven solutions to filter out the noise and provide
companies actionable insights.
· It is eliminating the guesswork for all of us.
· It has the ability to allow business to make smarter
decisions.
Today’s Truisms:

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ONE-to-ONE Marketing has evolved from Transaction to
Interaction...

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…With Customers becoming increasingly part of the
communication/offer message.

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Social CRM is a philosophy and a business
strategy, 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. It's the company's response to
the customer's ownership of the
conversation.
“
”Paul Greenberg, Social CRM Author

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Social data gives brands the
opportunity to move from
segments to individuals

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Social data gives brands the
opportunity to move from
demographics to actual consumer
insights in real time.

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Look and
Listen
Establish
a Social
Footprint
Engage
Increase
Your
Social
Currency
Build Your
Community
Social
Enterprise
Basic consumer expectations Differentiating Experiences Operational
Sustainability
Social media intelligence is defining the way business is
structured, as a dynamic, customer centric and responsive
culture.

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Social Media Maturity
Monitor
conversation
Social platforms:
FB, LI, Twitter,
Foursquare
Define voice
and tone
Start
conversations
Reach out to
brand advocates
Address issues driving
complaints
Regular
reporting
Media sites:
Youtube, Flickr,
Instagram,
Pinterest
Engage
existing
networks
Custom response Empower
external
advocates
Social commerce
Social media
education
Blogs and
podcasts, forums
and boards
Participate in
existing
conversations
Non-social
content goes
social
Empower internal
advocates
Develop internal data
workflow processes
Monitor growth
of emerging
technology
Supported by SEO Respond to
wall,
comments
Geo-targeting
social, mobile
Allow for
community
defense
Adapt products, services
and policies
Clear ownership
and governance
Active growth of
social asset base
Quality vs.
quantity
follower
refinement
Appropriate
staffing
(governance)
Location-based
community
building
Collaboration systems
among all stakeholders
Designate
community
manager
Design for
social
longevity
Social and web
integration
Identify social
influence
Social CRM
Social media
monitoring tools
Social
marketing tools
Advanced social
analytics
Content
management and
curation
Social Media ROI
Look and
Listen
Establish
a Social
Footprint
Engage
Increase
Your
Social
Currency
Build Your
Community
Social
Enterprise
Source: Social Wisdom, Laurie Dillon Schalk

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Traditional CRM
Inquiries
Purchases
Returns
Invoices
Complaints
Phone Calls
Emails
Transaction
s

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Social CRM refined
Inquiries
Purchases
Returns
Invoices
Complaints
Phone Calls
Emails
Transactions
Where does s/he go?
What does s/he do?
What does s/he like?
What TV program(s) does s/he watch?
What are the favourite movie genres?
What does s/he hate?
Who does s/he speak to?
What does s/he talk about?
What does s/he share?
What are his/her hobbies?
What events does s/he attend?
What else does s/he buy?
What does s/he search for?
Plus:
How often does s/he check-in at XYZ?
What does s/he say about the products?
What does s/he say about the company?
What does s/he say about the prices?
Does s/he go to the competition? When?
How often?
What does s/he say about the
competition?

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The shorter the time between the customer’s “stated need” and the
ensuing relevant response increases the probability of response.

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Tap into the data generated at each touch point along the customer
decision journey
65%
learn about
brand
products/ser
vices
53%
compliment
brands
70%
listen to other
experiences
50%
express
complaints/co
ncerns about
brands

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Leverage Interactions and Insights to Optimize Response
Probabilities

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Social CRM can complement existing internal operations by enriching
them with client-facing external activities
Social CRM (External)
Client Facing Operations
Enterprise 2.0 (Internal)
Internal Operations

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How to continuously leverage social customer insights to develop a
Social CRM Strategy
Monitor Map Manage
Middlewar
e
Measur
e
What is being
said?
Who is saying
it?
Where should it
go?
How do I get it
there?
Is it working?
Listening
capabilities in
social media.
Linking social
profiles to
company
records.
Mgt systems to
provide insights
to the right
teams at the
right times.
Data
seamlessly
flows from
external to
internal
Tracking the
effectiveness of
CRM goals.
Resource: Altimeter: New rules for relationship mgt.

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We consistently
upload our
identities and
propensities….Th
ey, in turn,
become
quantified

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Understanding Intent – At Scale

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Technology can help us listen to everything that’s
being said about ourselves, our company, our
brand…….
But finding that one key, that game-changing
insight in a sea of chatter and then actually doing
something about it is another story.
David Armano
“
”

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…understand
intent
My car
died
again!!
Sometimes I
wish I could
just trade in this
dud for
something that
works!
I can only afford
to buy a low-
end Toyota!

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…match user
intent to the
business intent
My car
died
again!!
I can only afford
to buy a low-
end Toyota!

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…structure relevant responses
based on customer need
….allow business to personalize or
automate responses in real time
My car
died
again!!
At your
service!
I think
we can
help!
I can only afford
to buy a low-
end Toyota!
Service Intent
Purchase intent

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this changes the game for business
• …puts the business directly in contact with a
prospect
• …provides actionable user insight to optimize
business response
• …provides the ability to scale social responses

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Advocacy Identification and Social Profiles

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Meet Kevin Patrick Robbins
4,047 Tweets
883 followers on Twitter
74 friends on Facebook

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A local guy, Kevin appears to have grown up in Toronto. He
talks about Toronto a lot. He also does comedy,
video/photography and theatre. He’s also clearly a big dog
fan.

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Yesterday on Facebook

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To which his friends responded:

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To which his friends responded:

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Here are Kevin’s other social accounts:
https://twitter.com/kprobbins
https://www.facebook.com/kevinpatrickrobbins/posts/10151850798409406
http://instagram.com/kevinpatrickrobbins
https://foursquare.com/kprobbins
http://www.kprobbins.com

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Task: Use mobile data to identify people within
proximity of Bank X Queens Quay location

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Validate demographics, how long they’re in the Queens
Quay Bank X Location

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Identify home and shopping patterns

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• What if we overlaid social accounts against those who
visited those users?
• What if we further identified who were existing
customers?

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A truly customer centric organization
requires some changes…

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IT Integration
Structure
Process
· Goal: Create a single
view of the customer
· The value in
socialCRM: having a
holistic view of the
customer beyond
transactions
· Transform how
customer data is
collected, analyzed
and shared

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Creating a Social Culture
Process
· Walk in the Customer’s shoes
· Build relationships based on
trust
· Build advocacy
· Build efficiency
· Maximize customer
experience at all touch points
· Build accountability at the
edge

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Demands of Data
Process
· Data validity?
· Who has access?
· How much data is too
much?
· Data Vulnerability
· Who owns the data?
· Regulatory and Privacy
impacts

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Compliance
· What can you say in social?
· How do you deal with
complaints on forums?
· How do you adapt “proper
disclosure” on social networks?
· Who has the authority to
engage on social networks?
· Are there policies and practices
in place?

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· Enable social marketing to the branch/field
levels
· Reduce silos in social channels and integrate
into customer decision journey
· Deliver deeper engagement and value
· Move from push marketing in social channels to
embedding social at all touch points
· Creating a single view of the customer
Priorities in operationalizing “social”:

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Centre of Excellence
Enterprise
Branch
/Field
Line of
Business/
Region
· Where oversight and
control emerge in
social media
· Cascading content,
communications and
tactics from HQ to
Field… and back

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Start State
Enterprise
Line of
Business/
Region
· Silos
· No alignment
· Inconsistent
messaging
· Duplication
· Communication gaps
· Minimal cross-
functional learning
· No coordination

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Preferred End State Enterprise
Line of
Business/
Region
· Earned media
· Lead generation
· Increased efficiency
· Actionable insight
· Coordinated efforts
· Familiar and capable
· Improved communication
flow
· Strengthened customer
retention

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Workflow and Communication Enablers

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Enablers – Yammer
Enterprise Social Network

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The Opportunity: Customers
Broadcasting Buying Signs

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Hearsay Social Makes Enterprise Social
Sales Possible
SOLUTION:
SOCIAL SIGNALS

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Enablers – Kaleo
Knowledge Sharing

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Hessie Jones
h.jones@arcompany.co
647-999-2348
@hessiejones