This document discusses social CRM and how it differs from traditional CRM. Social CRM is a company's response to customers owning the conversation on social media and other online channels. It involves listening to customers, engaging with them through social and other digital channels, and using social data to enhance customer relationships and experiences. The document provides examples of how a bicycle dealer could implement aspects of social CRM by monitoring online customer conversations, engaging with customers on social media, and gaining insights to improve marketing, sales and customer service. It emphasizes that social CRM is a long-term strategy requiring an outside-in approach where the customer is at the center.

1. SOCIAL CRMWhen 2 Worlds Meet

2. 1
2

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

4. SOCIAL MEDIAThe limitations of
Even realtime is
not fast enough.

5. SOCIAL MEDIAThe limitations of
Impossible to scale.

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

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

8. CRMThe limitations of
Company CustomerINSIDE OUT

9. CRMThe limitations of
Company CustomerINSIDE OUT
Other customer
Other customer
Other customer
Other customer

10. social media crm

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

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

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. SO WHAT IS THIS
SOCIAL CRM ALL ABOUT?
1

16. I GUESS WE ALL AGREE
THE WORLD HAS CHANGED

17. PEOPLE
CUSTOMERS
TRUST
have access to every possible information, therefore ...
no longer need to listen, they’ll just talk to each other. Meaning ...
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?
purchasevalue
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The 80/20 rule

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

23. The 80/20 rule
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24. The 80/20 rule
Who is your most valuable customer?purchasevalue
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The 90/9/1 rule*
contentcontribution
90% audience
keep
grow
*cc Jake McKee & 90-9-1.com
1% creators

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

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. relationship management
social customer
? ?
?

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

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

31. Company CustomerTRADITIONAL CRM: INSIDE OUT
SOCIAL CRM: OUTSIDE IN

32. SO WHAT REALLY IS
THE DIFFERENCE?

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

34. ADVANTAGES
AND OPPORTUNITIES
2

35. MARKETING & PR1
SALES2
CUSTOMER SERVICE3

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

37. MARKETING & PR1
✓ 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. 69,2
19,2
11,5
75
21,9
3,1
75
18,8
pre-campaign campaign post-campaign
= negative = neutral
A better analysis of marketing effects.
6,3
= 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. SALES2
✓ Enriching prospect and
customer data with
social interactions to
get a better view of the
client.
Imagine I’d also be asked for my
social profiles in order to provide sales
people with “socially enriched leads”.

44. CUSTOMER SERVICE3
✓ 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. PUTTING THINGS
INTO PRACTICE
3

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

48. MONITORING1
✓ Similar to social media,
you can’t engage in social
CRM without listening first.
✓ Monitor the social web for
relevant content.

49. MAPPING2
✓ 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. MANAGEMENT3
✓ 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. MIDDLEWARE4
✓ The seamless
integration of social
and corporate data.

53. MEASURE5
✓ 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. AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE
1 2

59. Google
http://www.url.com1

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. Choose my bike
http://www.url.com1
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.
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. Facebook
http://www.url.com1
Don’t pick the designer bike. Way
too expensive! The Kalkhoff is
better, even features built-in USB!
OR

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. AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE
1 2

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. Facebook
http://www.url.com2
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. Facebook
http://www.url.com2
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. Bycic.ly
http://www.url.com2
Congratulations Bart
with your brand new
Kalkhoff bike. Have fun!
Super!
I want one too!!!
OMG! USB!
I like!
Bike specifications

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. TAKEAWAY
TWEETS5
4

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. !
!
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Follow Fridays Briefing
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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