The Rise of Social CRM
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Transcript of The Rise of Social CRM
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What is Social CRM?
“Social CRM is a philosophy and a business strategy, supported by a
technology platform, business rules, processes and social characteristics,
designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a
trusted and transparent business environment.”
It is the company's programmatic response to the customer's control of
the conversation.”
Paul Greenberg
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What’s wrong with this picture?
“In MarketingSherpa’s recent social marketing benchmark survey, 38 percent of marketers
responded that they have not yet begun planning a social CRM initiative”
Exploding 3 Social CRM Myths that Paralyze Business LeadersOctober 2011
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Who owns “Social”?
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Who owns the phone?
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“Customer service is not a department, it's a company
culture”
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“Customer service is not a department, it's a company
culture”
“We’re all marketers now”
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“Customer service is not a department, it's a company
culture”
“We’re all marketers now”
“We’re all salesmen”
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Talking Discussing
Hearing Listening
Public Social
Non-synonyms
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Elvis Costello’s Guide To British English
Oliver’s Army is here to stayOliver’s Army are on their way
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“I have the belief that the long term strategies do not reside in
these branded accounts, but rather with the employees themselves”
Frank Eliason
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The Good
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“It's one thing to read about your company, but when a customer can associate it with an actual person, it creates a deeper, more meaningful
connection to the brand”Tony Hsieh
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The Good
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The Bad
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“A lot of times, people don't know what they want until you show it to them”
Steve Jobs
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The Ugly
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“Qwikster became the symbol of Netflix not listening”
Reed Hastings
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Engage the customer
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Engage the customer
Social Media
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Engage the customer
“Enterprise 2.0” Social Media
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Engage the customer
Customer communities
“Enterprise 2.0” Social Media
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Mixed Metaphors
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Gartner: Top Use Cases for Social CRM
Marketing
• Idea management• New product
market research• New product
launch• Social campaigns• Social Event
Networking• Public relations• Brand/reputation
promotion and defence
Customer service
• Peer-to-peer support
• Service customer feedback
• Service listen and respond
• Service process analysis
Sales
• Social sales prospecting and research
• Social sales collaboration
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The company’s response
to the customer’s ownership of the conversation
Social Media MonitoringPeer-to-peer support
Enterprise 2.0 Social sales collaboration
Customer communitiesIdea management
Social CRM is…
all of the above
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The company’s response
to the customer’s ownership of the conversation
Social Media MonitoringPeer-to-peer support
Enterprise 2.0 Social sales collaboration
Customer communitiesIdea management
a philosophy and a business strategy
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Social CRM
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