1 / 63

Follow @ residerocks on Twitter

Follow @ residerocks on Twitter. Social CRM: A New Realm of B2B Engagement. I guess .16 is a lot. Introduction. Listening Building and maintaining trust Responding with a sense of urgency Innovating and finding solutions Rockin ’!.

betrys
Download Presentation

Follow @ residerocks on Twitter

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Follow @residerocks on Twitter • Social CRM: A New Realm of B2B Engagement

  2. I guess .16 is a lot. Introduction

  3. Listening • Building and maintaining trust • Responding with a sense of urgency • Innovating and finding solutions • Rockin’! • Reside helps businesses solve sales, marketing and service problems by building and integrating cloud solutions. • Web / Cloud Services Firm • Founded in 2001 • Based in Minneapolis, MN • Salesforce.com Partner since 2004 Introducing Reside Who we are What we do What we value

  4. Practice areas Sales Marketing Service Customers Partners Employees Taking your business model to the Web CloudServices

  5. Who we serve

  6. 2009: Social Networking Surpasses Email Social Networking Users Surpass Email Users on 7/09 Global Users (MM) Social Networking Users Email Users Source: Morgan Stanley Internet Mobile Report, December 2009

  7. Application Moving to the Cloud 1960’s Mainframe 1980’s Client/server 2000’s Cloud Computing Applications

  8. Platforms Moving to the Cloud 1960’s Mainframe 1980’s Client/server 2000’s Cloud Computing Platforms

  9. Search Broad Change in Internet Usage Top Internet Use Cases Share of Online Usage 6/06 9/06 12/06 3/07 6/07 9/07 12/07 3/08 6/08 9/08 12/08 3/09 6/09 9/09 Source: Morgan Stanley Internet Mobile Report, December 2009

  10. Next Generation Devices Changing How We Access the Internet Device Shipments Smartphones Annual Unit Shipments (MM) Notebook PCs Desktop 2005 2006 2007 2008 2009E 2010E 2011E 2012E 2013E Source: Morgan Stanley Internet Mobile Report, December 2009

  11. Ten-Year Computing Cycles10X the number of users per cycle 2000s Mobile Internet Computing 1990s Desktop Internet Computing 1980s Client/server Computing 1970s Mini Computing 1960s Mainframe Computing

  12. Fundamental Shift in Internet/Cloud Computing

  13. “The Facebook Imperative”: The World Has Changed Amazon.com Transactional Tabs Click Desktop Fixed Location Unknown Facebook Collaborative Feeds Touch Smartphone/Tablet Mobile Location Aware 2000 2010

  14. Yesterday’s CRM Needs to Evolve Customers are here: Companies invested here: Contact Center Community Sites

  15. “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? “My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” Michael Dell, BusinessWeek Customers Talk

  16. 14,000 followers 1,000,000 followers 281,000 followers 3,200 followers 28,000 followers Businesses Are Joining The Conversation

  17. Social CRM… is Tapping into social networks to improve marketing, sales, and service processes and results. Social CRM enables companies to create a deeper and more engaging community-based relationship with their customers, in place of the traditional approaches to managing them.

  18. Listen, Analyze, Relate, Act

  19. www.mystarbucksidea.com

  20. Partner Portal Mission Review Online Surveys Focus Groups Promotional Websites (e.g., itsredagain.com) Passion Panel In-Store Experience Customer Voice Customer Contact Center Customer Comment Cards External Websites (e.g., StarbucksGossip.com) Survey Starbucks.com Why MSI? Current communications Customers Partners Both "Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"

  21. Company Commitment • Community Moderators • 30-40 throughout the organization, 2 hours per week • 2-3 per department (Beverage, Card, Food, HR, etc) • Two responsibilities: • Moderate Ideas • Promote Key Ideas to Manager • Managers • 1 per department • Two responsibilities: • Support time commitment of moderators • Build business case around Key Ideas • Executives • Fully supported from highest level of company "Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"

  22. Blog post announcing decision Idea Moderators Gather Information Presentedto Executive Team for approval Ideas are vetted Leads help build Business case Shared with Leads Ideas in Action Process • Implement a formal process to put ideas into action • Flag content that is under consideration • Share stories of how user ideas are being adopted "Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"

  23. MSI - Ideas in Action • The single most important page on the site • Frequent “blog” posts on actions taken—and further discussion • Authors from every level and department • Besides reporting action, a place to hone discussion "Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"

  24. www.mystarbucksidea.com • Results • 40,000 ideas submittedin the first 3 months. • 310,000 votes obtained in the first 2 months the site was live. • 94 ideas were put into action in the first year the site was launched. • Ideas implemented include: • Gluten-free options, • oatmeal, • free coffee on election day • new ideas for the Starbucks Gold Card program. “Companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that period. Among the top 100 brands reviewed, Starbucks came out on top.” ~ Online Media Daily, July 20, 2009 "Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"

  25. Mystarbucksidea.com - Key Learnings • The conversation about your company will happen whether you like it to or not. Your only choice is whether to join it. • Great content trumps slick design: the MSI site is popular because it delivers relevant, interesting content. Still, people have a limit, especially your core. • “Internet time” is much shorter than “company time”. • Even so, people understand some things take time. In the meantime, keep engaging, the written equivalent of a “head nod” goes a long way. • Customers are willing to donate a ton of time to your company. • A few “negative” leaders can tank a good conversation. Nip them in the bud. Conversations can turn quickly. • A community site like MSI is a good place to add context—complete and accurate information—to the ongoing public discussions. • A successful community requires a significant philosophical commitment from many levels of the company: a new level of transparency, a willingness to give up control. "Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"

  26. Best Practices

  27. Communities and Channels

  28. Attributes of Social CRM • Social Environment • Crowdsourced Results • Community Driven • Joint Accumulated Value • Scalable Relationships • Integrated Analytics

  29. Opportunities and Challenges How do we engage in the conversation and channel this energy? How do we expose this wealth of insight back to the company? How do we take action and deliver measurable business impact?

  30. Identify Leads Facilitate Innovation Enable Self-Service Drive Loyalty Monitor Brand Health Common Use Cases • Facilitate Innovation • Drive Loyalty • Monitor Brand-Health • Enable Self-Service • Identify Leads

  31. Approaches • Types • Campaign (short-run) • Evergreen (long-run) • Audience • Internal • External • Access • Private • Public • Execution • Listen & Iterate

  32. Plan Disruptive Shifts

  33. Increase Employee Pride Gain Customer Insight Generate Better Qualified Leads Drive Down Support Costs Harness Innovation Create Competitive Differentiation Results

  34. FICO - Decisions Community

  35. Peer-to-Peer Community

  36. Peer-to-Peer Community

  37. Peer-to-Peer Community • Results • 620 users signed up for the Decision Management Community in the first month the site was launched • Second largest source for leads • Continual customer engagement from around the globe, rather than only twice a year. • The integration of the CRM tool allows FICO to capture leads and increase sales. • The Decision Management Community allows FICO to collaborate directly with its customers to identify, understand and address their biggest business challenges. • For more information on this case study visitwww.reside.biz/fic

  38. Metrics

  39. Traffic Engagement Pipeline & Conversion Metrics

  40. Traffic Traffic

  41. Engagement Social Technographics

  42. Pipeline & Conversion Omniture

  43. Häagen-Dazs – Franchise Management HÄAGEN-DAZS FRANCHISE MANAGEMENT PORTAL CUSTOM COUPON BUILDER

  44. Häagen-Dazs – Franchise Management • Results • 53,092 page views were generated on the extranet in the first 10 months. • 8 minutes – average site visit. • Häagen-Dazs staff are able to easily manage the content on the site. • The customized extranet increased engagement between the franchisees through this interactive space.

  45. Tools

  46. The Central Hub

  47. The Central Hub

  48. The Central Hub

  49. The Central Hub

  50. Common Tool Integrations

More Related