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ONE-Referat: Wer oder was ist eigentlich Social CRM?
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Transcript of ONE-Referat: Wer oder was ist eigentlich Social CRM?
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Copyright 2012 by Blueconomics Business Solutions GmbH
Andreas UthmannZürich, Februar 2013
Wer oder was ist eigentlich Social CRM?
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Copyright 2013 by Andreas Uthmann
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Wer nutzt bereits Social CRM?
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Wer würde gerne Social CRM nutzen?
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Warum?
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Video: Get serious about social.
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Facebook isn’t how they do it
of fans return to the facebook brand page22%of brand posts make it to fans’ news feeds317%of fans find brand messaging annoying on FB60%1: Ad Age, quoting Ehrenberg-Bass Institute study, 2012 >2: AdWeek, quoting Networked Insights study, 2011 >3: Mashable, quoting Facebook, 2011 >
of fans mention the brand on facebook1.5%
#seriousaboutsocial
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The «Social Sales» Opportunity.
74%57%80%
«Of companies seeing measurable business benefits by using Web 2.0 technologies.»
Source: McKinsey & Company,»How social technologies are extending the organization”, November 2011.
«Of companies plan to increase the use of Social Media, Customer Analytics as well as CRM in the coming years.»
Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.
Source: Penn Schoen Berland, «The Jive Social Business Index Survey.», July 2011.
«Of US business executives anticipate increased revenue or sales as a result of implementing a Social Business strategy.»
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Intro Background & Definitions
Examples 1-8 Social Identities, Social Media Monitoring,
Network Analysis Examples 9-17
Social Connections, Intelligence,Visualization
Bonus: Mobility & CMS Outro
Implementation & Recommendations
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Our Social CRM Roadmap
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Copyright 2013 by Andreas Uthmann
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About Me, ch.linkedin.com/in/uthmann
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Customer Intimacy is CEO Priority #1
Source: IBM Institute for Business Value, «Capitalizing on Complexity – Insights from global CEO Study», May 2010.
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Copyright 2013 by Andreas Uthmann
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What is CRM?Sales
Incentives
Marketing Services
CampaignsPromotions
ActivitiesPricing
Influencers Time&Travel
Planning
QuotationOrders
Partners Contacts
Contracts
eCommerce eServicesContact Center
Requests
Installed Base
Complaints
SchedulingWarranty
Cases
Accounts
Opportunities
Forecasting
LeadsProducts
Communities
eMarketing
Configurators
Spare PartsField Force
Surveys
Analysis & Reporting360d view
KPI Planning
LifecycleValue
MarketModel Trends
Simulations
Knowledge
Segmentation Dashboard
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Copyright 2013 by Andreas Uthmann
Sales
CustomerServiceMarketing
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So what is Social CRM?
Collaboration Social Media
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Copyright 2013 by Andreas Uthmann
• Process efficiency• Cycle times• Costs• Quality
Transactional
• Strategic decisions• Market knowledge• Performance
Monitoring• Reporting
Analytical• Effectiveness• Virtual Teamwork• Social networks• Communication
Collaborative
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The Evolution of Customer Relationship Mgmt.
1990+
2000+
2010+
Value Networks CommunitiesHierarchies
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Copyright 2013 by Andreas Uthmann
Win. Grow.
Customer RelationshipManagement
(CRM)
Social Networks
Combining the Power of 2 Worlds.
SocialSalesMap®
More Customers. Less Work.
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Intro Background & Definitions
Examples 1-8 Social Identities, Social Media Monitoring,
Network Analysis Examples 9-17
Social Connections, Intelligence,Visualization
Bonus: Mobility & CMS Outro
Implementation & Recommendations
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Our Social CRM Roadmap
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Copyright 2012 by Blueconomics Business Solutions GmbH
Win. Grow. SocialSalesMap.®
The «Information Challenge»
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Identify Social Contacts
Win. Grow. SocialSalesMap.®
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Copyright 2013 by Andreas Uthmann
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Social Connector for Outlook
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Copyright 2013 by Andreas Uthmann
Windows Phone: Social Phonebook
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Copyright 2012 by Blueconomics Business Solutions GmbH
Social Customer Engagement has arrived
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Integrated Newsstream
More Customers. Less Work.™
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Copyright 2013 by Andreas Uthmann
«Social Media puts Buyers, not Marketers in control.»Laura Ramos, Forrester
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Copyright 2013 by Andreas Uthmann
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Copyright 2013 by Andreas Uthmann
The Buying Process30
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Copyright 2013 by Andreas Uthmann
Accelerom: Touchpoint Analysis31
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The 4C’s: Social Media Opportunities
Content Collaboration
CrowdsourcingCommunitySocialMedia
Listen Engage
Promote LearnCo-innovationSocial Media Marketing
Social Media Monitoring Online Support
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Social Keyword Search
More Customers. Less Work.™
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Brandwatch Social Media Monitoring
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Brandwatch Social Media Monitoring
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Netbreeze – Understanding Your Audience
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HubSpot: Inbound Marketing
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Copyright 2012 by Blueconomics Business Solutions GmbH
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Why «Social Sales»?
Source: Aberdeen Group, «Social Selling: Best‐in‐class Targeting of the Right Message, at the Right Time, for the Right Person», 2012.
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Identify Contacts
More Customers. Less Work.™
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Mark S. Granovetter, 197346
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Source: McKinsey & Company, November 2012.
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Copyright 2013 by Andreas Uthmann
Video: The truth about advertising.51
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Break
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Intro Background & Definitions
Examples 1-8 Social Identities, Social Media Monitoring,
Network Analysis Examples 9-17
Social Connections, Intelligence,Visualization
Bonus: Mobility & CMS Outro
Implementation & Recommendations
53
Our Social CRM Roadmap
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Copyright 2013 by Andreas Uthmann
«People love to buy. But they hate being sold to.»Miller Heiman
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Copyright 2013 by Andreas Uthmann
People Contacts/Pic Job/Title/CV Interests
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What REALLY is a Social Network?
Relationships Connections Friends Follower
Content Status Updates Posts/Tweets Pics/Vids/Docs
Social Graph NewsfeedProfile
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Copyright 2013 by Andreas Uthmann
AnalyzeAnalyze
ActAct
IdentifyIdentify
The «Social Sales» Cycle
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Who?
How?
What?
1
2
3
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Ajando: Marktentwicklung
• Der Google Insight Search-Index gilt als Indikator zur Erkennung weltweiter Trends
• Dargestellt ist die Anzahl der Google-Suchen der Jahre 2004 bis 2012 nach den angegebenen Keywords
• Seit 2009 boomen die Themen Inbound Marketing & Social Media
• Zugleich nahm das Interesse am Thema Telemarketing stetig ab
Google Search-Volumen von 2004 bis 2012
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*Quelle: Google Insight, Abfrage vom 25.02.2012
„Inbound Marketing“
„Social Media“
„Telemarketing“
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Video: What’s better than cold calling?
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Identify joint Connections
Win. Grow. SocialSalesMap.®
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Investment Priorities67
Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.
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«A wealth of information creates a poverty of attention.»Herbert A. Simon, Social Scientist, Nobel Prize in Economics
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Squirro – © 2012 Nektoon AG Designed and produced in Switzerland
Squirro for Sales Intelligence
Increasing– annual pressure on quota targets– ramp up times and cost– complexity and time pressure of research
Stay in the know on leads – Drive for improved Sales Intelligence!
– Follow news about your customers– Track their product and media mind share– Stay on top of trends in your industry– Improve your win rate– Decrease your cost of sale– Reduce time and cost of ramp up– Improve pipeline qualification – Increase customer facing time
Be the first to act on relevant information
Industry issues and goals: Stay on top of industry news
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Squirro – © 2012 Nektoon AG Designed and produced in Switzerland
Today: Available in CRMs and on the WebSalesforce, SAP, SugarCRM*, MS Dynamics*, and on any Smartphone and Tablet
* Under developmentLive and selling Available, yet in Beta
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Collaborate within CRM
More Customers. Less Work.™
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Collaborative Enterprise Network77
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Podio Project Collaboration
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i2S Studie 2012: CRM Herausforderungen
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Case7. Visualize Company Networks
Win. Grow. SocialSalesMap.®
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HuntManage StrategicSales Opportunities
FarmDevelop Key/Target
Accounts
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Enhance Your Sales Network
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SocialSalesMatrix: Analyzing Sales Networks
Win. Grow. SocialSalesMap.®
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Copyright 2012 by Blueconomics Business Solutions GmbH
The «Social Sales» Cycle
AnalyzeAnalyze
ActAct
IdentifyIdentify
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1
2
3
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Thank you for your great supportand recognition.
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Kony Mobile CRM
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Pitcher: Engaging Sales Presentations
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Intro Background & Definitions
Examples 1-8 Social Identities, Social Media Monitoring,
Network Analysis Examples 9-17
Social Connections, Intelligence,Visualization
Bonus: Mobility & CMS Outro
Implementation & Recommendations
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Our Social CRM Roadmap
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Blueconomics CRM Framework
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Entwicklungsstufen im Social Selling
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Ajando: Social Seller Roadmap
ANFÄNGERWebsite erstellenEigene Marke erschaffenAuffindbar seinErreichbar seinNeue Kontakte findenNetzwerke mobilisieren
= NEUE KONTAKTE FINDEN
MACHERDigitale Präsenz festigenKunden auf dem Laufenden haltenKundentrends nutzenKunden in Bewegung setzen
= INTERESSE BESTÄTIGEN & IN BEWEGUNG SETZEN
KOORDINATORZusammenarbeit mit Vertriebsteam, Kunden, zukünftigen Kunden und Geschäftspartnern
= VERKAUFSZYKLUS BESCHLEUNIGEN
SOCIAL SELLERWird von Firmen kontaktiertStändige Präsenz im Markt
= CHANCEN FÜR SIE, NICHT FÜR IHREN KONKURRENTEN
• „Get connected“• Profile schaffen/
aktualisieren
• Nachrichten an Kunden• Social Messaging &
Sharing• Social Networking
• Sich besser organisieren• LinkedIn-Gruppen beitreten• Zusammenarbeit mit
Vertriebsteam & Kunden• Zu Blogs/Artikeln Stellung
nehmen
• In vielen Netzwerken bekannt• Relevante Inhalte für Zielgruppe
bereitstellen/Mehrwert• Automatisierte Status-Updates• Früher von Projekten wissen =
mehr Kontakte, Chancen, Deals• Der Konkurrenz voraus
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McKinsey Quarterly: Six social-media skills every leader needs
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Copyright 2013 by Andreas Uthmann
«What you can’t measure, you can’t manage.»Robert S. Kaplan
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Joseph Jaffe: Flip The Funnel
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Marketing Stage Sales Status KPI
Marketing
Potential n/a n/aAccess n/a Coverage
Awareness Prospects ReachInterest Leads Prospect Conversion
Consideration Opportunities Lead Conversion
Sales
Information RFI RFI RatePre‐Evaluation Budgetary Offer Pre‐Bid
Proof Feasibility Study POC RatePreference RFQ Request RateEvaluation Offers Bid Rate
Commitment Customers Hit Rate
Service Loyality
Repeat Customers
Repurchase Rate
Referral Net Promoter Net Promoter Score
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Blueconomics Market Model
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Copyright 2013 by Andreas Uthmann
BusinessGrowth
Risks
LifecycleRevenue
Costs
Cross- &Upselling
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Why Social CRM?
Increase Win Rate
Pro-ActiveMitigation
EnhanceEfficiency
Drive Your Sales, Marketing and Service Effectiveness by leveraging the power of collaboration, social networks and CRM.
OptimizeTouchpoints
CollaborateEffectively
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The Networked Economy
Source: McKinsey & Company,»Business and Web 2.0: An interactive feature”, November 2011.
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Surprise, Surprise...
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Copyright 2013 by Andreas Uthmann
GeschäftszieleDefinieren
Quick Wins Identifizieren
Organisation& Budget
Learn & Grow
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Inspired?
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Beflügeln Sie IhrenVerkauf.
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www.Blueconomics.info
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Andreas UthmannZürich, Februar 2013
Wer oder was ist eigentlich Social CRM?