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.
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
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
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