Is Social CRM the new Holy Grail? How big is the hype and what is reality? A critical view on all types of (online) CRM and what Social CRM actually means today.

1. Social CRM
Myth or Reality
jo@dearmedia.be
@jcaudron
vrijdag 8 maart 13 1

2. • a digital consulting company
• founded in 2009 by Jo Caudron
• our mission is to help you finding a new
balance between the certainties of
your traditional business and the
opportunities of innovations in
(digital) media
• our scope is everything in the digital
space, with focus on social, mobile,
tablets, location, connected TV,
new radio, ...
• We work for large European clients
@jcaudron
vrijdag 8 maart 13 2

3. Strategy & concept development
Mobile & Tablets
Online Media Social Media
Connected TV
Impact on traditional communication, media, business, ...
@jcaudron
vrijdag 8 maart 13 3

4. What about
social media?
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5. vrijdag 8 maart 13
Radio
@jcaudron
TV
Print
Billboards
From ...
DM
Social Media
Marketing & Communication
Sales
The sky is the limit...
Service & Support
HR
... to
IT
Social Business
PR & External Commun.
R&D & Enterprise 2.0
5

6. The 7 C’s of “Engagement”
Customers &
Relaties (B2C + Compe-
Public B2B)
Influencers Media Staff titors
Listening to anticipate potential damaging messages that can create
Crisis crisis situations in the organization.
Responsive
Listening to provide help & support to people
Care with questions or problems.
Listening to understand people’s needs & expectations, being ‘close’
Closeness to their feelings and acting upon it.
Listening to understand the broader picture: what are trends in consumer behavior,
Context technology, the industry,..to find relevant insights.
Collaboration Listening to collaborate & co-create with the community to develop better products & services
Pro-active
Content Pro-active outbound initiatives to engage in content marketing via social media
Conversion Listening to spot opportunities to convert people to your business.
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7. @jcaudron 7.000.000.000
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8. 2.000.000.000
@jcaudron 7.000.000.000
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9. 1.500.000.000
2.000.000.000
@jcaudron 7.000.000.000
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10. 6.000.000.000
1.500.000.000
2.000.000.000
@jcaudron 7.000.000.000
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11. So let’s try to tap into all that
activity.
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12. So what is ...?
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13. What is Social CRM?
“Social CRM is a philosophy and a business strategy,
WTF? supported by a technology platform, business rules,
workflow, 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...”
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14. Is this CRM?
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15. Is this CRM?
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16. Is this CRM?
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17. Is this CRM?
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18. Is this CRM?
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19. Is this CRM?
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20. Bottom-line Most companies have NO social CRM
They have NO decent web-CRM
They have NO customer-journey CRM
OK, some might have some sales-oriented CRM
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21. So what is happening?
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22. First this
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23. Forget
CRM
It just became
RM
(do you know who is a customer and who is not?)
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24. AUDIENCE
Engaged Existing
Audience Clients
Full Market
@jcaudron
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25. Full audience, total
Aim 1: possible reach of people
convert “general influenced and impacted by
audience” into
“engaged AUDIENCE the brand
audience” (social
relationship) Aim 2:
convert “engaged
audience” into clients
Engaged Existing People in a (short term)
Audience commercial relationship
Clients
Total market, including
those not impacted by
People in a social the brand
relationship with the
brand (via Facebook,
Twitter,...), not linked to a
commercial relationship
Aim 2: Full Market
turn existing clients (commercial relationship) into
@jcaudron engaged customers (social long term relationship)
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26. It’s becoming complex
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27. stuff, stuff, stuff, stuff, big stuff
Social CRM
sales
support
online/offline/PoS
web/social profile integrity opportunities the full customer journey
RM
care
online journey
sales & support
access sales
profiles support
Web CRM CRM
brand
subscriptions online/offline/PoS
opportunities
profiling the full customer journey
targetting
sales
service
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28. It’s becoming big too
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29. @jcaudron
BIG DATA!
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30. All the traditional
Tweets
(structured) input
Check-ins
Mobile Stuff The quantified self
(Youtube) videos Facebook Stuff
Spotify Streams
Machine2Machine
Sensor data
(IoT)
@jcaudron
BIG DATA!
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31. oops
@jcaudron
BIG DATA!
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32. How does the social and mobile data-buzz becomes meaningful?
From manual to machine?
@jcaudron
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33. How do you get unstructured thoughts,
emotions, intentions, opinions, ...
of billions of people in a database?
?
@jcaudron
vrijdag 8 maart 13 33

34. You can use social media
and big data to predict
the future of the world
@jcaudron
vrijdag 8 maart 13 34

35. But can you predict the
next purchase of
one individual?
- who’s able to work out the
actual business rules?
- what business people are able
to use these rules to do
business?
@jcaudron
vrijdag 8 maart 13 35

36. Relevant individual solutions
Mobile
B I G
feed trends
SMALL
DATA add live
DATA Apps
+
intelligence Location
+
Profiles
+
Social
Recommendations
@jcaudron
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37. Steps to take
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38. now 1. Build your Social RM
(whatever that may be for you)
ASAP 2. Integrate with your online RM
(branding, profiling, subscriptions, targetting)
Who knows 3. Integrate with that Holy-Grail-Corporate RM
when (that probably will never come)
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39. But whatever you use it for...
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40. me
Use it to be relevant,
help and service, not to spam
@jcaudron
vrijdag 8 maart 13 40

41. Social CRM
Myth or Reality
jo@dearmedia.be
@jcaudron
vrijdag 8 maart 13 41