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

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Introduction I guess.16 is a lot.

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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 areWhat we doWhat we value

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CRM Manage Social CRM Engage AppDev Enable Cloud Services Sales Marketing Service Customers Partners Employees Taking your business model to the Web Practice areas

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Who we serve

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

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

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

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Broad Change in Internet Usage Share of Online Usage Top Internet Use Cases Search Source: Morgan Stanley Internet Mobile Report, December 2009 6/069/0612/06 3/076/079/0712/07 3/086/089/0812/08 3/096/099/09

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Next Generation Devices Changing How We Access the Internet Annual Unit Shipments (MM) 20052006200720082009E2010E2011E2012E2013E Desktop Smartphones Notebook PCs Source: Morgan Stanley Internet Mobile Report, December 2009 Device Shipments

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Ten-Year Computing Cycles 10X the number of users per cycle 1980s Client/server Computing 1970s Mini Computing 1990s Desktop Internet Computing 2000s Mobile Internet Computing 1960s Mainframe Computing

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Fundamental Shift in Internet/Cloud Computing

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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 20002010

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Yesterdays CRM Needs to Evolve Contact Center Companies invested here: Customers are here: Community Sites

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Customers Talk 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

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

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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.

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Listen, Analyze, Relate, Act

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www.mystarbucksidea.com

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

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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 Company Commitment "Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"

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

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MSI - Ideas in Action The single most important page on the site Frequent blog posts on actions takenand 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"

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Results 40,000 ideas submitted in 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 www.mystarbucksidea.com "Figure from Salesforce Ideas Blog", "http://blogs.salesforce.com/ideas/online_community_best_practices/", "June 2009"

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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 contextcomplete and accurate informationto 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"

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Best Practices

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Communities and Channels

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

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

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

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

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Plan Disruptive Shifts

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Results Increase Employee PrideGain Customer Insight Harness Innovation Create Competitive Differentiation Generate Better Qualified Leads Drive Down Support Costs

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FICO - Decisions Community

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Peer-to-Peer Community

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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 visit www.reside.biz/ficwww.reside.biz/fic Peer-to-Peer Community

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Metrics

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TrafficEngagement Pipeline & Conversion

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Traffic

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Social Technographics Engagement

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Omniture Pipeline & Conversion

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43 HAGEN-DAZS FRANCHISE MANAGEMENT PORTAL CUSTOM COUPON BUILDER Hagen-Dazs Franchise Management

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

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Tools

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The Central Hub

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Common Tool Integrations

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What if enterprise collaboration worked like Facebook? But was private, secure, and trusted?

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Easy to Use: Works like Facebook Trusted: Real-time Updates: Secure, private application Choose the people, documents, and apps to follow Chatter: A Smarter Way to Collaborate

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Share Patient Care Records, Documents and Images Dr. Deb Lawson T. Burton Hip X-ray with notes Attached is Todds x-ray from this morning. I think he may have a small hairline fracture on the femoral neck. Lets go ahead and order an MRI scan. Kasey Technician Dr. Lawson Ive order an MRI scan for Todd. Well take him in and have the results ready for you in less than an hour.

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Chatter Helps Teams Market to Physicians and Consumers Marketing teams collaborate on community outreach Valerie Manager Our annual diabetes outreach seminar is this Saturday. Should we invite any docs in particular? Robert Liaison Make sure to invite Dr. Jones. Hes the regional expert on diabetes and currently refers most of his patients to Seattle Grace. Cindy Marketer Thats a great idea. Ill reach out to Dr. Jones right now. Val Im going to get started on printing our diabetes handouts for the event.

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Chatter Changes the Way Banks Collaborate and Communicate Easy referrals and cross selling

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Chatter Changes the Way Retail Banks Collaborate and Communicate Mortgage Specialists collaborate with Loan Officers on clients

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Fast Action on Case Resolution & Issues

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Conclusions

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Be Yourself Not a vehicle for marketing Be Open Comments not censored Establish Bill of Rights need strong social media policy Terms and Conditions for users Monitor for compliance with community policies

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Be Easy Provide a desirable user experience Be Engaging Engaging content trumps slick design Listen and Learn Listen and learn from feedback, metrics Plan to make changes over time Expect and prepare for negative feedback Have thick skin

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Share Nicely Sales / Operations / Marketing Integrate with other business units, efforts, systems Have Subject Matter Experts participate in the community Be Transparent Must walk the fine line with sensitive information Internal input is as important as external input Communicate Often Ongoing communication is critical to maintaining user engagement Develop a communication plan prior to launch

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Participate and Integrate Community Sites Social CRM

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Eric Scheel Co-Founder & CTO p: 612.767.2000, ext. 226 e: escheel@reside.bizescheel@reside.biz http://www.linkedin.com/in/escheel Thank you!