Slide deck of SugarCRM's Chris Bucholtz at Social Biz Atlanta 2013

1. The Three P’s of Avoiding
Social CRM Failure
Chris Bucholtz
@Bucholtz
www.crmoutsiders.com

2. Schadenfreude
n. pleasure derived from the misfortunes of others
@Bucholtz

3. We’re Smack-Dab in the Social Age
• Pew Institute Study in December 2012:
– 67% of adult Internet users used Social Media Sites
– 67% use Facebook
– 20% use LinkedIn
– 16% use Twitter
– 15% use Pinterest
– 13% use Instagram
– 6% use Tumblr
@Bucholtz

4. Social Age = A Shorter Time To
• Success Facebook fans and Twitter followers say
Over 50% of
they are more likely to buy, recommend than before they
were engaged
• 44% of consumers said that exposure to technology
products in social media positively affects their likelihood
of purchase.
• 65% of the most successful salespeople believe social
media is an integral part of their sales success.
• 74% of consumers rely on social networks to guide
purchase decisions
• 59% of B2B buyers engaged with peers before making
buying decisions
@Bucholtz

5. Not what we’re
here to discuss

6. Social Age = A Shorter Time To
• Fiasco
Jeep
• Burger King
• Applebee’s
• Wal-Mart
• Chrysler
• FedEx
• American Red Cross
• Qantas
• United Airlines
@Bucholtz

7. Social Media failures are avoidable
@Bucholtz

8. How? Concentrate on the Three P’s:
•Policy
•People
•Paying Attention
@Bucholtz

9. People
• American Red Cross: Employees Tweet about getting
drunk after work
• Casey Movers: Sales VP threatens a Yelp! Reviewer with
legal action
• Stubhub: Social media manager Tweets that his job is a
“Stubsucking Hellhole”
• Kitchenaid: Says horrible things about the president’s
dead mother on Twitter
@Bucholtz

10. People
• All of CRM starts
with hiring
• Customers can now
contact everyone in
your business
• Trust is a major part
of the SCRM world
• Bottom line: why
would you hire
people you don’t
trust?
@Bucholtz

11. Policy
• Applebee’s gets pounded after firing a waitress for posting
a snarky customer note on Facebook
• Club 24 fired an employee for things she said about her
bosses on Facebook – and was then sued (and lost)
• HMV leaves its Twitter account open to employees who
have been laid off. Their next job? Going bananas on
Twitter
@Bucholtz

12. Policy
• Give your employees a
written policy explaining what
is and is not permitted on
both company and personal
accounts
• Create internal policies for
managing your social media
accounts, including password
management and account
controls
@Bucholtz

13. Pay Attention
• Qantas launches its Twitter “#QantasLuxury” campaign
during a contentious labor dispute and flight stoppage
• FedEx waits to respond to video of a delivery man tossing
a monitor over a fence
• United broke a guy’s guitar, then ignored him
@Bucholtz

14. Pay Attention
• Monitor Social Media
• Define and prioritize what’s most important to respond to
• Assign people to defined social media tasks
• Listen to all your employees for early warning
@Bucholtz

15. How CRM can help
• Provides a place to store information you’ve picked up
while listening
• Allows you to spot trends and take action
• Gives you tools to filter social media traffic to find what’s
important to you
@Bucholtz

16. SugarCRM Confidential

19. One last thing: try to be nice
• Don’t be
intentionally
provocative
(RyanAir)
• Don’t be
insensitive
(American Apparel)
• Don’t prolong
problems
(Applebee’s)
@Bucholtz

20. CRM for EVERYONE
See you in New York for SugarCon 2013!