CRMIdol 2012 - Coaching: Telling Compelling Social Business Stories

Telling Compelling Social Business Stories

Kelly Craft for #CRMIdol

Who I am

• More Practitioner than Preacher, but can sing with the choir

• Lateral, tech-savvy hybrid spanning strategy, design, implementation & analytics

• 10+ years with multi-national vendor for Enterprise Collaboration platform

• Professional Services Delivery & Management, R&D, VAR Channel Training & Tier 3 Support, Product Management

• Creative story engineer

#CRMIdol 2012 (@krcraft)

redesign

SCRM Vendors need to redesign demo presentations & sales messaging, as well as prof serv delivery to move beyond the novelty of ‘social’ and set about iterating and improving the processes that organizations are already using. Stories need a narrative flow that makes the functions fit clear, and the feature values obvious. A design that demonstrates the impact pervasive communications have on companies, which knowledge can then be applied in providing optimal, relatable value for external and internal audiences both.


THE MISSING LINK


My Mission

Educate & Coach vendors to craft more compelling end-to-end stories

With supporting delivery methodologies and frameworks for VARs and Professional Services to deliver what the story promised


The Challenge #CRMIdol 2012 (@krcraft)

The Story Shift


Use-Case AND Event-Based Stories

Demonstrate Cause to Correlation


Events

ALL businesses share one commonality: Large or small, every organization has events. They might not call them events, but that is what they are. All orgs have events, whether planned or unplanned Events can be internal, external, or a combination of

both Events may include any combination of: customers,

partners, supply chain, vendors, employees, VARs, competitors, influencers, public, media, industry interests

ALL events can minimally be broken down into before, during and after phases


Social Data Event Examples

Mail campaigns, product launches, sales, conferences, webinars, even things like relocation of an office facility or

Service disruptions like RIM outage Even a tweet is an event. Especially

snarky ones. Events (even tweets) may have additional

(tightly or loosely) related event relationships – Occupy Wall Street, #CRMIdol, Product Recalls.


HULA HOOPS

&

FEEDBACK

LOOPS

Repeatable Process #CRMIdol 2012 (@krcraft)

Demo Event-Based Value

◦ Better ability to adapt and respond to alerts & signals ◦ Sensing, Data, Behavioral, Sentiment ◦ Can add and pivot by many/multiple perspectives &

measures of a single event ◦ Promotes Constant & Consistent Value Looping

◦ Monitor ◦ Feedback ◦ Assign ◦ Action ◦ Response ◦ Process ◦ Analyze ◦ Rinse and Repeat


Demo Analytics -> Impact

“Before-During-After” Event Methodology provides a framework for better identification and extraction of target data sets

Easier to plan KPIs and set goals Unify activities across phases ->

collaboration Create consistent matrix structured on

event/phase/perspective themes Analyze data by conversation, author and

domain within each event theme/phase Parallel with typical marketing

before/during/after campaigns


Example: Sales & Marketing Event

Assumptions: The goal of the event is to increase business/sales Resources must be assigned to perform specific tasks in

support of the event New Lead records will be created as a result of the event &

new data recorded as history/activity with them There will be expenses related to the event There will be additional revenue (hopefully) as a result of

the event The results of the event need to be validated & analyzed Ultimately, you want to be able to gauge the success of the event based on cost, benefit, effort, value, and outcomes.


Trade Show Example

Let’s look at a traditional Trade Show Campaign – this the combined processes looked like as a flow before social, listening and monitoring tools were available.


Traditional – Results & Value

Traditional & Pre-social Tradeshow Event Analysis: “It cost us $10,000 to attend the show. We got 100

leads, which resulted in 10 deals valued at a total of $100,000.”

Revenue – Cost = Value (of participating in same trade show again next

year.)

Additionally, insights on sentiment about the event itself

were limited to things like surveys and follow-up calls and emails, most of which weren’t even recorded against the customer records, much less compiled and analyzed.


The New Narrative

“What would Tradeshow flow & analytics look like if <Insert your Product/Service name here> were used strategically to provide better insights, improve both sales/service deliveries, while also building stronger communities and relationships with your customers at every phase of the umbrella event, and the sessions, meetings, events within the event?”


Shift the Story – LOOPS! #CRMIdol 2012 (@krcraft)

Demonstrate Disruptions!

Trickle effect: If a pipe burst at the venue and three session

rooms are no longer available – how do you respond logistically?

What does that look like on activity stream updates internally as you move staff into place to respond and coordinate?

Can you broadcast updates on social channels to advise new session locations to attendees?

How can you help vendors relocate quickly – can you use SMS?

What are the masses saying in response to this disruption?

How can we minimize inconvenience?


Real World – Not Ideal World

Wouldn’t real examples like that be kick-ass in a demo?


Your New Narrative

Now let’s look at this flow again and you show & tell us a more compelling Social Business Story.


Added Dimensions

5 Perspectives of Customer Service • The Value-perspective – this

is really about transactions • The Customer-perspective • The Experience-perspective • The Relationship

perspective • The Network-perspective

Credit: Wim Rampen @wimrampen


Added Collaboration #CRMIdol 2012 (@krcraft)

Event -Phased Listening

Leading up to the event, we’re targeting customers, partners, VAR’s and user groups to swell the ranks of attendees, but we have different messaging, deals and offers for each.

We want to identify concerns, remove blockages preventing attendance, make course corrections, plus identify both our evangelists and detractors early on before the event.

During the event we’re running multiple parallel marketing and customer experience plans: drawing attendees to our booth & sessions, listening for logistic issues & responding quickly, monitoring industry analyst, influencer and competitor responses, promoting speakers, and rewarding our customer evangelists.


Lead Cycle

During (con’t) ◦ Instead of waiting until we get back to the office to scan

the biz cards into our old CRM systems, we can now quickly learn more about their focus and how we can add value, and tailor a quick response.

◦ We can also apply more detailed segmentation to their customer records enabling us to assign the best resources to make the next customer touch, review the demographics and note different aspects of sentiment on their records immediately, before anyone books a follow-up sales call.

◦ Further, we can engage and invite them to targeted areas of our community right now – while they’re asking.

◦ After, instead of the old ‘thanks for stopping by the booth’ email blasts, we can send more personalized responses over their preferred channel.


Key Themes

1. All orgs have events, whether planned or unplanned

2. All events can be broken down into before, during and after phases & analytics.

3. All Activities can & should be evaluated on

◦ The Value-perspective

◦ The Customer-perspective

◦ The Experience-perspective

◦ The Relationship perspective

◦ The Network-perspective


ROI Demonstrated

How successful was each phase of the event based on traditional marketing, social channels, blog response, and industry articles.

What did we learn about Product/Service improvements, VAR channel concerns, content design & delivery, etc.?

More bang for our buck. More intelligence, better service, stronger communities


Value proposition

Demos can be planned with and infinite number of events as use case examples. All events can be demoed showing listening & monitoring during the phases of the event and the impact on existing business processes. Understanding the basic principles of customer service, you can build engineer scenarios with compelling stories that demonstrate mature capability models.

I can show you how to do this & deliver the methodology.


Who will it benefit from story?

YOU, and subsequently your sales & marketing departments

Your VARs – messaging

Professional Services – methodology for implementing social listening & monitoring procedures that support short & long-term business goals & synthesizing them into processes intelligently

YOUR CUSTOMERS!


CRMIdol 2012 - Coaching: Telling Compelling Social Business Stories

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Transcript of CRMIdol 2012 - Coaching: Telling Compelling Social Business Stories