1. SOCIAL CRM
When 2 Worlds Meet

2. 2
1

3. The limitations of SOCIAL MEDIA
Social is certainly not
obvious for each and
every organisation.

4. The limitations of SOCIAL MEDIA
Even realtime is
not fast enough.

5. The limitations of SOCIAL MEDIA
Impossible to scale.

6. The limitations of SOCIAL MEDIA
Customers don’t
really care about
departments.

7. The limitations of CRM
Even though very
customer-focused,
the customer is not
actively involved.

8. The limitations of CRM
Company INSIDE OUT Customer

9. The limitations of CRM
Other customer
Company INSIDE OUT Customer
Other customer
Other customer
Other customer

10. social media crm

11. Social relationships
Social functionality
Social colonization
Social context
Social commerce
2006 2007 2008 2009 2010 2011 2012 2013 2014
Forrester, The future of the social web

12. people talking to each other online, yet no social networks
Social relationships
Social functionality
social networking Social colonization
“friends” (walled gardens) social identies Social context
(Facebook Connect)
Social commerce
customisation based on social profiles
2006 2007 2008 2009 2010 2011 2012 2013 2014
power to the (connected)
customer (social CRM)
Forrester, The future of the social web

13. SOCIAL MEDIA AND CRM
WILL THEY BLEND?

14. LET’S FIND OUT TODAY ...
1. What is this social CRM all about?
2. Advantages and opportunities
3. Putting SCRM into practice
4. Takeaway tweets

15. 1
SO WHAT IS THIS
SOCIAL CRM ALL ABOUT?

16. I GUESS WE ALL AGREE
THE WORLD HAS CHANGED

17. PEOPLE
have access to every possible information, therefore ...
CUSTOMERS
no longer need to listen, they’ll just talk to each other. Meaning ...
TRUST
today works totally different then it used to.

18. Disagree? Ask

19. Traditional
Today
Forrester

20. YOUR BEST CUSTOMER ISN’T NECESSARILY
THE ONE WHO BUYS MOST

21. Who is your most valuable customer?
The 80/20 rule
€€€€
purchase value
€€€
€€
€

22. Who is your most valuable customer?
The 80/20 rule The 90/9/1 rule*
1% creators
€€€€ 9% editors
€€€
content contribution
purchase value
€€ 90% audience
€
*cc Jake McKee & 90-9-1.com

23. Who is your most valuable customer?
The 80/20 rule The 90/9/1 rule*
1% creators
€€€€ keep
€€€
content contribution
purchase value
€€ 90% audience
€
*cc Jake McKee & 90-9-1.com

24. Who is your most valuable customer?
The 80/20 rule The 90/9/1 rule*
1% creators
€€€€ keep
€€€
content contribution
purchase value
grow
€€ 90% audience
€
*cc Jake McKee & 90-9-1.com

25. Who is your most valuable customer?
The 80/20 rule The 90/9/1 rule*
1% creators
€€€€ keep
€€€
content contribution
purchase value
grow
€€ 90% audience
acquire
€
*cc Jake McKee & 90-9-1.com

26. Social CRM is the
company's response to the
customer's ownership of
the conversation.
Paul Greenberg

27. Social CRM is a company’s necessary response to its
customers’ transformation from spectators to
participants and their subsequent co-ownership of the
brand, based on their needs rather than on your rules.

28. social customer
?
relationship management
? ?

29. Company Customer
TRADITIONAL CRM: INSIDE OUT
SOCIAL CRM: OUTSIDE IN

30. Other customer
Company Customer
TRADITIONAL CRM: INSIDE OUT
SOCIAL CRM: OUTSIDE IN
Other customer
Other customer
Other customer

31. Company TRADITIONAL CRM: INSIDE OUT
SOCIAL CRM: OUTSIDE IN Customer

32. SO WHAT REALLY IS
THE DIFFERENCE?

33. Assigned departments WHO Everyone
Company defined proces WHAT Customer defined proces
Business hours WHEN Customer sets the hours
Defined channels WHERE Customer-driven dynamic channels
Transaction WHY Interaction
Inside out HOW Outside in

34. 2
ADVANTAGES
AND OPPORTUNITIES

35. 1 MARKETING & PR
2 SALES
3 CUSTOMER SERVICE

36. Purpose of “Social” ?
83%
13%
2%
1. Marketing and PR 2. Sales 3. Customer Support
Source: FollowFridays Survey

37. 1 MARKETING & PR
✓ Listening allows you to reach out to
prospects at the very moment they
have a specific need.
✓ Better analysis of marketing
effectiveness.
✓ Social media as a currency.

38. A better analysis of marketing effects.
75 75
69,2
19,2 21,9
18,8
11,5
6,3 3,1
pre-campaign campaign post-campaign
= negative = neutral = postive

39. TastiRewards incentivizes
customers to associate their
Twitter, Facebook and Foursquare
accounts with their Tasti D-Lite
membership cards.
Each time your card is swiped, your
Twitter/Facebook/Foursquare
status is updated and you earn
extra points.

40. The value of sharing.

41. The value of sharing.
each share equals
$1.78 in ticket sales

42. 2 SALES
✓ Enriching prospect and
customer data with
social interactions to
get a better view of the
client.
or my
als o be asked f
Imagine I’d der to provid
e sales
s in or
s ocial profile enriched lea
ds”.
ocially
p eople with “s

44. 3 CUSTOMER SERVICE
✓ Proactive problem solving and answering to customers.
✓ Better view of the client’s situation (history,
influence, ...).
“Twitter has changed the
culture of our company.”
Brian Roberts, Comcast CEO

45. Comcastcares

46. 3
PUTTING THINGS
INTO PRACTICE

47. THE FIVE M’S OF SOCIAL CRMMMMM
According to Altimeter
✓ Monitoring
✓ Mapping
✓ Management
✓ Middleware
✓ Measure

48. 1 MONITORING
✓ Similar to social media,
you can’t engage in social
CRM without listening first.
✓ Monitor the social web for
relevant content.

49. 2 MAPPING
✓ Identify who’s talking. Do we
already know this person on
other social networks, our
own database, ...?
✓ Get people to map their
profiles themselves (in return
for rewards).

51. 3 MANAGEMENT
✓ The rules and processes that define what we’re going
to do with what we just learned:
✓ When are we going to
respond how?
✓ How do we dispatch
information to whom
(remember social
crm is about the
entire organisation)?

52. 4 MIDDLEWARE
✓ The seamless
integration of social
and corporate data.

53. 5 MEASURE
✓ We probably no longer need to
convince you of the
importance of measuring ...
✓ Yet what you can’t measure,
you can’t improve.

54. 18 use cases to have a
look at. We picked a few
for this next example.

55. LET’S TRY
AN EXAMPLE

56. Remember this bike?

57. Let’s imagine for a second
we’re bicycle dealers and
want to sell Bart a new bike.

58. 1 2
AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE

59. 1
Google
http://www.url.com

60. Bart has done extensive research, yet he
can’t decide between two models. In order to
make a final decision, he turns to his friends.

61. 1
Choose my bike
http://www.url.com
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quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros
nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat
ullamcorper.
Aenean eu est. Etiam imperdiet turpis. Praesent nec augue. Curabitur ligula
quam, rutrum id, tempor sed, consequat ac, dui. Vestibulum accumsan eros
nec magna. Vestibulum vitae dui. Vestibulum nec ligula et lorem consequat
ullamcorper.

62. 1
Facebook
http://www.url.com
OR
Don’t pick the designer bike. Way
too expensive! The Kalkhoff is
better, even features built-in USB!

63. 1 So why is this interesting?
✓ Bart discusses both bikes (and probably the
dealership as well) extensively with his online
friends.
✓ If the dealer manages to monitor these
conversations properly, he’ll have access to sales
information he’s never had before.
✓ Moreover, the conversation might well have
drawn in a number of other interesting leads.

64. Bart decides to buy this bike.

65. 1 2
AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE

66. Just like any other consumer, Bart’s
pretty excited about his new purchase.
As soon as he returns home, he
immediately visits his favorite online
social networks to share his
enthousiasm with friends and family.

67. 2
Facebook
http://www.url.com
Woot! Just bought myself a new bike!
Super!
Which one did you pick?
Wow! What color did you choose?
I like!

68. That’s great news! Yet as a bicycle dealer,
we’re missing quite an opportunity. Let’s
help Bart share his enthousiasm.

69. 2
Facebook
http://www.url.com
Woot! Just bought myself a new bike! Go have
a look at http://bycic.ly/47z6m
Super!
I want one too!!!
OMG! USB!
I like!

70. 2
Bycic.ly
http://www.url.com
Congratulations Bart
with your brand new
Kalkhoff bike. Have fun!
Bike specifications Super!
I want one too!!!
OMG! USB!
I like!

71. 2 So why is this interesting?
✓ We’re optimally using Bart’s enthousiasm to tell his
friends about the Kalkhoff brand.
✓ Comments and congratulations provide us with
interesting insights on why people (dis)like the bike.
✓ And again, the conversation might well have drawn
a number of new leads.
✓ We’re able to find out which of our customers are
able to reach the largest network of friends.

72. WHY THE BICYLE DEALER BENEFITS
✓ Enrich (map) our database with social profiles.
✓ Topic of conversation among Bart’s friends.
✓ Closely monitor the conversation.
✓ Gather leads based on comments and discussions.
✓ Confirm customers in their purchase decision.
✓ WOM: Bart becomes our most trusted sales representative.

73. 4
5 TAKEAWAY
TWEETS

74. Social CRM is not a
replacement for traditional
CRM, nor for social media.
74 characters

75. It’s a solution to
business problems that
have always existed.
62 characters

76. SCRM is a (long-term)
strategy. Technology
only is the enabler.
63 characters

77. There’s no such
thing as one size
fits all.
43 characters

78. We’re just scratching
the surface. And you
should do that too*.
62 characters
* don’t worry: while you’re doing so, we’ll be glad to help you.

79. thanks you!

80. !
!
!
Follow Fridays Briefing
!
Contact Info
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82. tijs.vrolix@proximity.bbdo.be
franky.willekens@proximity.bbdo.be
bart.muskala@proximity.bbdo.be
jan.algoed@proximity.bbdo.be