1. Presented By:
Piyush Ojha
12BsP1927
sec. B

2. 
Social Media In CRM can be a blessing or curse
depending on the customer experience. Enhanced
customer experience results in a stronger and deeper
relationship with customers and, thus, increases loyalty
and trust which are crucial for business success.

Over a last decade the Internet has contributed a lot in
changing our life – both from a business as well as social
perspective. Currently the industry expert’s calls Web 2.0
as an extreme set of innovative tools that is far beyond
internet surfing and website publishing.

3. Social media’s 4C’s
Web is enabling:
 Collaboration
 Community creation
 Conversation
 Creativity
Image source:
http://web2.socialcomputingmagazine.com/all_we_got_was_web_10_when_tim_bernerslee_actually_gave_us_w.htm

4. Source: Fabio Cipriani (2008)

5. Web provoked an
expansion of the R in
the CRM acronym
Company Social
Networking:
Company / Customer
Company / Partner
Company / Competitor
Company / Company

Customer Social
Networking:
Customer / Partner
Customer / Competitor
Customer / Customer
Partner / Competitor

Source: Fabio Cipriani (2008)

6. • Microblogs
• Blogs
• Phone
• Fax
• Email
• Service
• Letters
• Personal contact
• Company’s website
• SMS
• Instant Messenger
• Chat
• Media
• Price comparison website
• Phone
• Fax
• Email
• Service
• Letters
• Personal contact
• Company’s website
• SMS
• Instant Messenger
• Chat
• Media
• RSS
• Wikis
+
• Social Networks
• Widgets
•
Single view of the customer based on the interactions
history, customer profile data residing in the
company’s base and data integration with internal
systems
Company owns the data but it is limited to previous
interactions
Source: Fabio Cipriani (2008)
• Video sharing
• Photo sharing
• Forums
• Auction website
• Slides sharing
• Reviews and ratings in retail sites
• Social Bookmarking
•
• Podcast
• Wish lists
• Single view of the customer is far more complex to
achieve. Besides internal information, the company must
rely on external information such as customer profiles in
social networks and his behavior when participating in a
community.
• Customer and other web 2.0 sites own part of the
precious data

7. 
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Real-time feedback
Co-creation with consumers
Innovation
Free marketing and sales teams
Improved visibility over search engines
Access to customers demographic and
data

8. 
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Improved businesses design
Improved relationships with the
customers
Cost effective communication
Positive Word of Mouth (WOM)
Market influence and leadership
Customer engagement

9. 
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Not joining Social Media is the biggest
threat
Lack of control over conversations
Fear of negative WOM
Difficult to measure ROI
Can be time-consuming
Privacy and security issues
No push marketing