Like “optimization” before it, “social CRM” (sCRM) is the latest catchphrase that has marketing and customer intelligence professionals abuzz. Broadly, social CRM is the application of emerging social technologies, strategy, and data to traditional customer relationship marketing (CRM) practices. Core sCRM components to consider when extending traditional CRM approaches are strategy, data, and underlying technology used (e.g., text mining). Learn to separate the myths about sCRM from the realities. This presentation will highlight current realities and challenges facing each of these three foundational aspects of sCRM.

1. PREPARED BY: Dean Westervelt Metrics Marketing Group 905 Corporate Way Westlake, Ohio 44145 877.332.9222 March 17th, 2011 www.metricmarketing.com Social CRM: Myths and Realities CONFIDENTIAL © Metrics Marketing 2010

3. All questions will be answered at the end of the presentation

4. Please report any technical difficulties to seminars@metricsmarketing.com©2010 Metrics Marketing Group | All Rights Reserved

5. 3 Today’s Presenter: Dean Westervelt Dean Westervelt works as a consultant in Metrics' consulting and analytical services group, with a focus on both interactive and traditional marketing. Dean's career includes more than 12 years in database marketing analytics and strategic consulting with a particular focus on social media marketing analytics and strategy. His work on synthesizing traditional marketing measurement with digital and social media metrics has made him particularly acquainted with concepts like “social CRM.” Prior to joining Metrics Marketing, Dean was on the management team for a social media analytics firm, managing the client services group and providing thought leadership in terms of measuring and quantifying social media marketing analytics. Dean also worked for ten years for a leading marketing services firm in the database marketing analytics group, providing strategic recommendations based on predictive analytics. Dean enjoys creating webcasts and occasional blogging about social media and marketing analytics. ©2010 Metrics Marketing Group | All Rights Reserved

7. Focused on improving marketing ROI through customer insights and implementation of personalized, multi- channel communications

8. Founded in 1998

9. Stable, consistent growth

10. Locations in Cleveland, Chicago, San Francisco, Portland and Dallas

11. 5 Social CRM Definitions “…the company’s programmatic response to the customer’s control of the conversation” – Paul Greenberg (July, 2010) “…a back-end process and system for managing customer relationships…a component for developing a social or collaborative business” – Social Media Examiner (November, 2010) “A fully integrated solution, combining real-time Listening, Engagement and Measurement to effectively collaborate with your customers, prospects, influencers and employees in an ever-evolving socially connected world” – Don Springer, Collective Intellect (February, 2011) ©2010 Metrics Marketing Group | All Rights Reserved

12. 6 Social CRM Definitions - MINE “…social CRM (sCRM) is simply the application of emerging social technologies and data to traditional customer relationship marketing (CRM) strategy – which is both an extension and a cultural shift in the way companies interact 1:1 with their customers” – Dean Westervelt (today) ©2010 Metrics Marketing Group | All Rights Reserved

14. 8 Social CRM Social Maturity Curve Source: Collective Intellect, “Social Business Process Management”, (February 2011) ©2010 Metrics Marketing Group | All Rights Reserved

15. 9 Social CRM Components ©2010 Metrics Marketing Group | All Rights Reserved

17. “Marketing” or CRM

19. Workflow

21. Data Management Platforms (DMP)©2010 Metrics Marketing Group | All Rights Reserved

25. 14 Social CRMDatabase Sources – Facebook and Online Privacy ©2010 Metrics Marketing Group | All Rights Reserved

26. 15 Social CRMDatabase Database Enhancement  = Socially appended database ©2010 Metrics Marketing Group | All Rights Reserved

27. 16 Social CRMDatabase Socially appended CRM database Client or CRM Data Analytics Partner Traditional Inputs Cookie History Web Analytics Transaction History Social Inputs Intentions Customer Identities & Contacts Targeted Communication Customer Preferred Social, Traditional Social Influence Customer Activity Customer Preferences Interests Sentiment Demo/Psychographic Data Passion Consumer Analytics Qualitative/Quant. Research - Scorecards Categorization/Segmentation Data Themes Behavioral Data Terms ©2010 Metrics Marketing Group | All Rights Reserved

29. Combines disparate data

30. More insights through [brand] information ownership

31. Supports multi-channel analysis and modeling

32. Drive action

33. Supports execution and “one view” perception by customer

34. First buyers: direct response marketers (CRM)Source: iMedia Connection, “The ABCs of the DMP” (March, 2011) ©2010 Metrics Marketing Group | All Rights Reserved

35. 18 Social CRM Future is Now: A March 2011 Gartner report states… “…during next two years, 30% of leading companies will extend goals of online community activities to include social CRM” “met with significant hype despite limited number of field deployments” “lack of broad scale adoption of the supporting technology makes business case more theoretical than proven” “only 5% of organizations took advantage of social/collaborative customer action to improve customer service processes…community peer-to-peer support projects will supplement or replace Tier 1 contact center support in more than 40 percent of top 1,000 companies with a contact center" Source: WebWire, “Use of Social CRM for Customer Service will Grow Rapidly Over the Next Two Years”, (Gartner, March, 2011) ©2010 Metrics Marketing Group | All Rights Reserved

36. 19 Social CRM Startups versus Old Guard Social CRM vendors have mostly come from one of two directions — traditional CRM vendors who are adding Social CRM capabilities and social software startups who center upon customer engagement. "I don't feel that either category has all the pieces in place yet. Traditional CRM vendors lack the customer community capability; social startups lack the enterprise-level integration capabilities to link the customer community back to enterprise systems. All the big CRM vendors are lagging behind. The social startups are closest to achieving true social CRM…” - Richard Hughes (director of product strategy and BroadVision) http://www.ecrmguide.com/article.php/11222_3924391_2

37. 20 Social CRM Collective Intellect – Social Business Collaboration Configure & Discover Set Goals Measurement Action 1 2 3 4 Team Analysts Bus. Mgmt. Operations Define KPIs Respond Select Sources Dash-board 1 Social CRM System Seed & Influence Business Intelligence Define Topics Dash-board n Workflow Text Mining System Target Campaign Build Social Platforms “Tag” Customers Influencers Central Repository Scheduled Data Runs

39. sCRM enterprise-wide adoption – requires buy-in across the organization, traditionally difficult

40. Rapidly evolving social network technology and space – Second Life from prominence to niche, e.g.

41. Customer experience – higher risk of fragmented customer experience©2010 Metrics Marketing Group | All Rights Reserved

42. Social CRM Social…everything “At the end of the day, you must ask yourself if the steps above help you enrich the two-way relationship between the social customer and your social business.” - Mashable

44. …to understand how far down the 1:1 sCRM path you can go with new data sources

45. …augment, or create, traditional or digital (email) segmentation with augmented social data

46. …help quantify the success of your program by measuring the success at building “relationships of value”©2010 Metrics Marketing Group | All Rights Reserved

47. 24 Contact Information Dean Westervelt VP, Strategy and Analytics 978.807.0435 dwestervelt@metricsmarketing.com TWITTER: @dean_westervelt ©2010 Metrics Marketing Group | All Rights Reserved

48. 3/16/2011 25 Social CRM Metrics Offerings – general SMM and Audit Strategic Audit Customized Policies and Procedures Guide Campaign Development and Execution Monitoring and custom reporting Blog Relations Social Media Asset Creation Social Media Influencers outreach Ongoing Maintenance & Consulting “I've had the pleasure to work with Metrics Marketing Group as one of our key partners. They have strong social media monitoring capabilities and expertise that gives us an in-depth look into the conversations surrounding our brand and messaging for one of our strategic product sets. The monitoring reports enabled us to listen, measure and engage with our viewers online. Ultimately, Metrics Marketing Group provided us with actionable data and real results." - James Miller, VP-Technology Industry, BrightTALK, Inc.

49. 26 Social CRM Metrics Offerings – Social Media Integration