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Brent Leary, CRM Essentials

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About Me….Before 2004 CRM implementation consultant. Salesforce.com and Microsoft CRM certified partners Customers include local small businesses like ERS, Icebox Reads Inc., Entrepreneur, Wall Street, Black Enterprise

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About Me….After 2004 CRM industry analyst, advisor, strategic consultant Customers include Intuit, Microsoft, RIM, Sage Quoted in Inc., Entrepreneur, Wall Street, Black Enterprise

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OK….So What Happened? First Article Blogging Podcasting Social Networking Barack 2.0 <ul><li>April 2008 – Will Barack Obama be our first CRM president? </li></ul><ul><li>February 2007 </li></ul><ul><li>November 2006 Technology For Business Sake </li></ul><ul><li>June 2005 Brent’s CRM Blog </li></ul><ul><li>March 2004 . DestinationCRM.com </li></ul>

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Sales & Marketing Challenges <ul><li>The Problem </li></ul><ul><li>Avg. Business has 7% awareness </li></ul><ul><li>90%+ of market not ready to buy </li></ul><ul><li>Awareness = 6-7 touches per yr </li></ul><ul><li>80% of new sales take 8-15 contacts to gain interest </li></ul><ul><li>Avg. salesperson abandons after 1-2 calls </li></ul><ul><li>50% of all leads buy – in 6-18 months </li></ul><ul><li>Result </li></ul><ul><ul><li>Huge numbers of missed opportuniti es </li></ul></ul><ul><ul><li>* Source: Cargill Consulting Group, Inc., Griffin Consulting Group, Sales & Marketing Mgmt Magazine, Harvard Business Review, Dartnell Institute </li></ul></ul>

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“ Social” challenges <ul><li>Finding time to turn good customers into advocates </li></ul><ul><li>Finding enough good customers </li></ul><ul><li>Creating opportunities for meaningful exchanges </li></ul><ul><li>Creating opportunities for prospects to find us </li></ul><ul><li>Need to automate time consuming tasks keeping you from creating advocates: </li></ul><ul><ul><li>Creating attractive content appealing to good prospects </li></ul></ul><ul><ul><li>Responding to Leads Quickly, Correctly and Effectively </li></ul></ul><ul><ul><li>Closing more good deals efficiently </li></ul></ul>

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“ Social” challenges… to The Customer <ul><li>Finding time to turn searches into answers/solutions </li></ul><ul><li>Finding enough trusted information </li></ul><ul><li>Finding trusted vendors </li></ul><ul><li>Finding vendors who value them </li></ul><ul><li>Creating opportunities for meaningful exchanges </li></ul>

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<ul><li>By 2010 Gen Y will outnumber Baby Boomers…. 96% of them have joined a social network </li></ul><ul><li>1 out of 8 couples married in the U.S. last year met via social media </li></ul><ul><li>34% of bloggers post opinions about products & brands </li></ul><ul><li>25% of Americans in the past month said they watched a short video… on their phone </li></ul>Socialnomics.net - 2009

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<ul><li>These two have more Twitter followers than the entire populations of Ireland , Norway and Panama </li></ul>Socialnomics.net - 2009

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<ul><li>Wants a personalized experience … </li></ul><ul><li>Couldn’t care less if they are high value or low value customers </li></ul><ul><li>Want tools for the customer to manage their own experience </li></ul>Paul Greenberg - 2008

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The Rise of the Social Customer

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Facebook <ul><li>200M+ Users </li></ul><ul><li>3.5B minutes a day spent on FB </li></ul><ul><li>850M photos uploaded monthly </li></ul><ul><li>8M videos uploaded monthly </li></ul><ul><li>1B pieces of content shared each week </li></ul><ul><li>30M active members access FB from mobile devices </li></ul>Facebook.com – April 2009

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Facebook <ul><li>250M+ Users </li></ul><ul><li>5B minutes a day spent on FB </li></ul><ul><li>1B+ photos uploaded monthly </li></ul><ul><li>10M videos uploaded monthly </li></ul><ul><li>1B pieces of content shared each week </li></ul><ul><li>30M active members access FB from mobile devices </li></ul>Facebook.com – August 2009

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Facebook <ul><li>300M+ Users </li></ul><ul><li>6B minutes a day spent on FB </li></ul><ul><li>1B+ photos uploaded monthly </li></ul><ul><li>10M videos uploaded monthly </li></ul><ul><li>2B pieces of content shared each week </li></ul><ul><li>65M active members access FB from mobile devices </li></ul>Facebook.com September 2009

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Years to Reach 50 millions Users <ul><li>Radio - 38 Years </li></ul><ul><li>TV - 13 Years </li></ul><ul><li>Internet - 4 Years </li></ul><ul><li>iPod - 3 Years </li></ul><ul><li>Facebook added 100 million users in less than 9 months </li></ul><ul><li>iPhone applications hit 1 billion in 9 months </li></ul>Socialnomics.net - 2009

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More time spent being soci al

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Obama SM Timeline

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McCain SM Timeline

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<ul><li>Guess who won….. </li></ul>

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<ul><li>A Black guy… </li></ul><ul><li>With a funny name… </li></ul><ul><li>And that notorious middle name… </li></ul><ul><li>Having serious pastor problems … </li></ul><ul><li>Wearing this outfit…. </li></ul>He won???

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What’s Driving This?

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We’ve got tools

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Conversation Prism – Brian Solis BrentLeary.com

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We have these…

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These weren’t around either…

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<ul><li>25% of Americans in the past month said they watched a short video…on their phone </li></ul><ul><li>According to Jeff Bezos 35% of book sales on Amazon are for the Kindle when available </li></ul><ul><li>80% of Twitter usage is on mobile device s </li></ul>Socialnomics.net - 2009

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We Have Emotions

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Why Did They Do This? BrentLeary.com

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Obama Campaign Stats [ from Edelman Report ]

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We have opinions… And the need to share them

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Opinions Create Communities…Accidentally #scrm @prem_k @ekolsky @johnmoore @mjayliebs

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We have opinions… And the need to share them

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We have opinions… And the need to share them

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Social CRM Basics <ul><li>“ People like doing business with people they like… </li></ul>… and love doing business with people they trust !”

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Social CRM Challenge <ul><li>How do you get people to like you when: </li></ul><ul><li>They don’t know you exist </li></ul><ul><li>They don’t think you have a heart </li></ul>

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Social CRM Basics… More or Less <ul><li>More listening , sharing and participating … </li></ul>… Less talking 1.0 , selling 1.0 and marketing 1.0

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Social CRM, Twitter & Biscuits

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The Impact of 140 Characters <ul><li>I replied </li></ul><ul><li>I followed </li></ul><ul><li>I blogged </li></ul><ul><li>I podcasted </li></ul><ul><li>I ate …and ate … $$$ </li></ul>

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Humanizing the Big Box BrentLeary.com

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Customers say business should be social… <ul><li>93% of Americans believe a company should have a presence in social media </li></ul><ul><li>85% believe a company should not only be present but also interact with its consumers via social media </li></ul><ul><li>56% of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. </li></ul>2008 Cone Business in Social Media Study

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<ul><li>Converting content into conversations </li></ul><ul><li>Extending conversations into collaborative experiences </li></ul><ul><li>Transforming experiences into meaningful relationships </li></ul>Enter Social CRM Automating the Conversation Process

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The Three A's Of Social CRM Keys to keeping and growing good relationships <ul><li>Automation of content creation and distribution </li></ul><ul><li>Analysis – capturing ‘social’ and web-based data </li></ul><ul><li>Audacity – focus on ‘captivating’ people </li></ul>

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Automating Content Creation & Distribution <ul><li>A Blog </li></ul><ul><li>A Tweet </li></ul><ul><li>A Comment </li></ul><ul><li>A Phone </li></ul><ul><li>A Webcam </li></ul><ul><li>User-generated </li></ul><ul><li>Co-created </li></ul><ul><li>Syndicated </li></ul><ul><li>Repurposed </li></ul>

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Putting Created Content to Use

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Help People Be More Social BrentLeary.com

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BrentLeary.com

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CRM – Engagement by Faciliation

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User Generated www.sbbuzz.biz

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Community Generated www.sbbuzz.biz

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Community Response

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Community Conversion?

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Community Generated Links

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Conversation Management: CoTweet.com

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Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale

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Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale

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Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale

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Remember the Good, Bad, Ugly & Unexpected: A Cautionary Tale

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Analysis: The New Metric System WebAnalyticsDemystified.com 2008

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Measuring Random Acts of Web Engagement <ul><li>• Brand driven sessions </li></ul><ul><ul><li>Either originating directly or from “branded” search terms </li></ul></ul><ul><ul><li>• “ brent leary” , “crm blog” , “social crm” , etc . </li></ul></ul><ul><ul><li>• anyone coming directly or searching for my name is already fairly engaged </li></ul></ul><ul><li>Measured events </li></ul><ul><ul><li>Pre-determined non-commerce events </li></ul></ul><ul><ul><li>• Email me , comment on my blog , download a PDF , Digg me , StumbleUpon me , Mixx me , etc . </li></ul></ul>

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Measuring Random Acts of Web Socialism

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Number of Content Spreaders

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Who’s Favoring Your Tweets?

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Analyze This….

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Social Media Monitoring

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Engagement by Audacity

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Keys to Success <ul><li>Be consistent </li></ul><ul><li>Stick it out </li></ul><ul><li>Don’t try to sell </li></ul><ul><li>Be interesting AND interested </li></ul><ul><li>Tweet, Reply, Retweet! </li></ul><ul><li>Be real </li></ul>

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Pyramid of Customer Loyalty

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Thank You! <ul><li>Brent Leary </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Blog </li></ul><ul><ul><li>WWW.BRENTLEARY.COM </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>WWW.TWITTER.COM/BRENTLEARY </li></ul></ul><ul><li>Barack 2.0 </li></ul><ul><li>WWW.BARACK20.COM </li></ul>For More Show Info: www.BusinessTechnologyRadio.com