Social CRM: IMS Denver

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Integrated Marketing Summit

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Social CRM: The New Engagement Realm


Introducing Reside

Who we are

What we do

What we value


CloudServices

SalesMarketingService

CustomersPartners

Employees

Taking your business model

to the Web

Practice areas


Who we serve

http://images.google.com/imgres?imgurl=http://www.generalmills.com/stream_image.aspx?rid=5119&imgrefurl=http://www.mnprblog.com/2004/10/general-mills-goes-for-grain.html&usg=__mPz9o8OJ0SW47eTc7HkLMW-X-Nk=&h=400&w=300&sz=43&hl=en&start=2&sig2=pmAWNnPsb5EAEnjRiodBtA&tbnid=E6hABR9vCotHSM:&tbnh=124&tbnw=93&prev=/images?q=general+mills&gbv=2&hl=en&ei=3lkpS5K9HYmSMb7mqPwL

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2009: Social Networking Surpasses Email

Email Users

Social Networking Users

Glo

bal U

sers

(M

M)

Social Networking Users Surpass Email Users on 7/09

Source: Morgan Stanley Internet Mobile Report, December 2009


Application Moving to the Cloud

2000’sCloud Computing

Applications

1960’sMainframe

1980’sClient/server


1960’sMainframe

1980’sClient/server

Platforms Moving to the Cloud

2000’sCloud Computing

Platforms


Broad Change in Internet UsageS

hare

of O

nlin

e U

sage

Top Internet Use Cases

S e a r c h


6/06 9/06 12/063/07 6/07 9/07 12/07

3/08 6/08 9/08 12/083/09 6/09 9/09


Next Generation Devices Changing How We Access the Internet

Ann

ual U

nit S

hipm

ents

(M

M)

2005 2006 2007 2008 2009E 2010E 2011E 2012E 2013E

Desktop

Smartphones

Notebook PCs


Device Shipments


Fundamental Shift in Internet/Cloud Computing


“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

2000 2010


Yesterday’s CRM Needs to Evolve

Contact Center

Companies invested here:

Customers are here:

Community Sites


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


3,200 followers 281,000 followers 28,000 followers 14,000 followers 1,000,000 followers

Businesses Are Joining The Conversation


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.


Attributes of Social CRM

• Social Environment

• Crowdsourced Results

• Community Driven

• Joint Accumulated Value

• Scalable Relationships

• Integrated Analytics


www.mystarbucksidea.com


Why MSI?

Starbucks.com

PartnersCustomers Both

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

Partner Portal

In-Store Experience

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


NY Times Homepage Dual Marquis

The “bug” on Starbucks.comStarbucks Cardholder email blast and banner

Banner AdsLaunch Only

(the only paid marketing)Email Blast

Corporate Web Site Bug on every page

Offices Signage

Meetings6,000 mouse pads, interactive booth, part of the

transformational agenda

Launch Marketing



• 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



• 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


Idea Moderators Gather Information

Ideas are vetted

Shared with Leads

Leads help build Businesscase

Presented to ExecutiveTeam for approval

Blog post announcing decision


MSI - Ideas in Action

– The single most important page on the site

– Frequent “blog” posts on actions taken—and further discussion

– Authors from every level and department

– Besides reporting action, a place to hone discussion



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.

Check it out at www.mystarbucksidea.com

www.mystarbucksidea.com



Best Practices


Communities and Channels


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?


What is your goal?

• Facilitate Innovation

• Drive Loyalty

• Monitor Brand-Health

• Enable Self-Service

• Identify Leads

Facilitate Innovation

Drive Loyalty

Monitor Brand Health

Enable Self-Service

Identify Leads


What is your approach?


Plan to engage and iterate


Work for results

Increase Employee Pride

Gain Customer Insight

Harness Innovation

Create Competitive Differentiation

Generate Better Qualified LeadsDrive Down Support Costs


FICO - Decisions Community


Peer-to-Peer Community




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.

You can check it out at decisions.fico.com



Metrics


Metrics

Traffic

Engagement

Pipeline & Conversion


Traffic

Traffic


Engagement

Engagement





Tools


The Central Hub


The Central Hub


The Central Hub


The Central Hub


The Central Hub


Unfortunately, Most CRM Data is Out-of-date and Incomplete

65% of titles incorrect

42% of addresses incorrect

43% of phone numbers incorrect

37% of email addresses incorrect

1Coe, John M. “B2B Data Decay – The Untold Story.” Sales & Marketing Institute. 2002 http://www.b2bmarketing.com.

2009 2010

70% of Contact Data Outdatedafter 12 Months1


CRM Data is the Lifeblood of CRM Applications

Critical for Pros pecting

Required for Cus tomer Analys is

Marketing Lis ts

Sales Reps

Bus ines s Cards

Web Forms


Jigsaw: Industry Leader in the Data Services

, :Larges t Mos t Accurate Databas e 22 million + B2B contacts

- : Crowd s ourced bus ines s data1.4 million+ community adds 36,000 new contacts per day

- :Real time updates Community updates 12,000 contacts per day


Jigsaw: Has Two Parts

Open Architecture

1.4 million members

22 million contacts

36,000 new per day

4 million account records

1 million updates

Lists and Leads

Integrated Data Services

OEM

Databas e Creation &Maintenance

Sales of Data

http://www.onesource.com/

http://www.forbes.com/

http://success.alibaba.com/?src=ibdm_d03p0255e02r01


Jigsaw has Two Customer Targets and Multiple Product Offerings

Sales Marketing

Data Acquisition only

Data Acquisition & Data Hygiene

List

Clean


Jigsaw Data Fusion

40,000 new contacts per day

1.5 million updates per month

, Alerts Triggers for all 55,000 users

, , Reporting Contro l Analytics

Seamles s CRM integration

Migrate 1,200 individual users

, Chatter Integration Roadmap

Hygiene automated, inside CRM

Sales control, application


Common Tool Integrations


Conclusions


Listen, Analyze, Relate, Act


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


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


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


Participate and Integrate

Community Sites

Social CRM


Thank you!

Technology

Social CRM: IMS Denver