Kann man mit Social CRM Geld verdienen? Erfahren Sie anhand von 17+1 Unternehmensbeispielen aus dem Geschaeftsalltag moegliche Ansaetze für Ihren persönlichen Geschaeftserfolg mit Social CRM.
7. Facebook isn’t how they do it
of fans mention the
.5% brand on facebook
1
of fans return to the
2% facebook brand page
2
of brand posts make it
17% to fans’ news feeds
3
of fans find brand
60% messaging annoying on FB
1: Ad Age, quoting Ehrenberg-Bass Institute study, 2012 >
2: AdWeek, quoting Networked Insights study, 2011 >
3: Mashable, quoting Facebook, 2011 >
#seriousaboutsocial
8. 8
The «Social Sales» Opportunity.
74% «Of companies seeing measurable business
benefits by using Web 2.0 technologies.»
Source: McKinsey & Company,»How social technologies are extending the organization”, November 2011.
57%
«Of US business executives anticipate
increased revenue or sales as a result of
implementing a Social Business strategy.»
Source: Penn Schoen Berland, «The Jive Social Business Index Survey.», July 2011.
80%
«Of companies plan to increase the use of
Social Media, Customer Analytics as well as
CRM in the coming years.»
Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.
9. 9
Our Social CRM Roadmap
Intro
Background & Definitions
Examples 1-8
Social Identities, Social Media Monitoring,
Network Analysis
Examples 9-17
Social Connections, Intelligence,
Visualization
Bonus: Mobility & CMS
Outro
Implementation & Recommendations
11. 11
Customer Intimacy is CEO Priority #1
Source: IBM Institute for Business Value, «Capitalizing on Complexity – Insights from global CEO Study», May 2010.
12. 12
What is CRM?
Marketing Sales Services
eMarketing eCommerce eServices
Campaigns Accounts Contact Center
Promotions Partners Requests
Contacts Cases
Activities Opportunities
Leads Complaints
Pricing Orders Quotation Surveys
Products Knowledge
Configurators ContractsForecasting Installed Base
Planning Field Force
Incentives Spare Parts
Communities
Influencers Time&Travel Scheduling
Warranty
Lifecycle Analysis & Reporting Market
360d view Simulations
Value Dashboard Model
Segmentation KPI Planning Trends
Copyright 2013 by Andreas Uthmann
13. 13
So what is Social CRM?
Sales
Collaboration Social Media
Customer
Marketing
Service
Copyright 2013 by Andreas Uthmann
15. 15
The Evolution of Customer Relationship Mgmt.
Hierarchies Value Networks Communities
1990+ 2010+
Analytical
• Process efficiency • Effectiveness
• Strategic decisions
• Cycle times • Virtual Teamwork
• Market knowledge
• Costs • Social networks
• Performance
• Quality Monitoring • Communication
• Reporting
Transactional Collaborative
2000+
Copyright 2013 by Andreas Uthmann
16. Combining the Power of 2 Worlds.
Win. Grow.
SocialSalesMap®
Customer
Social Relationship
More Customers. Management
Networks Less Work.
(CRM)
Copyright 2013 by Andreas Uthmann
17. 17
Our Social CRM Roadmap
Intro
Background & Definitions
Examples 1-8
Social Identities, Social Media Monitoring,
Network Analysis
Examples 9-17
Social Connections, Intelligence,
Visualization
Bonus: Mobility & CMS
Outro
Implementation & Recommendations
33. 33
The 4C’s: Social Media Opportunities
Listen Engage
Social Media Monitoring Online Support
Content Collaboration
Social
Community Media Crowdsourcing
Social Media Marketing Co-innovation
Promote Learn
Copyright 2013 by Andreas Uthmann
53. 53
Our Social CRM Roadmap
Intro
Background & Definitions
Examples 1-8
Social Identities, Social Media Monitoring,
Network Analysis
Examples 9-17
Social Connections, Intelligence,
Visualization
Bonus: Mobility & CMS
Outro
Implementation & Recommendations
54. «People love to buy. But they hate
being sold to.»
Miller Heiman
Copyright 2013 by Andreas Uthmann
55. 55
What REALLY is a Social Network?
People Relationships Content
Contacts/Pic Connections Status Updates
Job/Title/CV Friends Posts/Tweets
Interests Follower Pics/Vids/Docs
Profile Social Graph Newsfeed
Copyright 2013 by Andreas Uthmann
56. The «Social Sales» Cycle
Who? 2 What?
Identify Analyze
1
How?
Act
3
56 Copyright 2013 by Andreas Uthmann
57. Ajando: Marktentwicklung
Google Search-Volumen von 2004 bis 2012
• Der Google Insight Search-Index gilt als
Indikator zur Erkennung weltweiter Trends
„Inbound Marketing“
• Dargestellt ist die Anzahl der Google-
Suchen der Jahre 2004 bis 2012 nach den
angegebenen Keywords
„Social Media“
• Seit 2009 boomen die Themen
Inbound Marketing & Social Media
• Zugleich nahm das Interesse am
„Telemarketing“
Thema Telemarketing stetig ab
*Quelle: Google Insight, Abfrage vom 25.02.2012
57
67. 67
Investment Priorities
Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.
94. 94
Ajando: Social Seller Roadmap
Entwicklungsstufen im Social Selling
ANFÄNGER MACHER KOORDINATOR SOCIAL SELLER
Website erstellen Digitale Präsenz festigen Zusammenarbeit mit Wird von Firmen kontaktiert
Eigene Marke erschaffen Kunden auf dem Laufenden Vertriebsteam, Kunden, Ständige Präsenz im Markt
zukünftigen Kunden und
Auffindbar sein halten
Geschäftspartnern = CHANCEN FÜR SIE, NICHT
Kundentrends nutzen FÜR IHREN KONKURRENTEN
Erreichbar sein = VERKAUFSZYKLUS
Neue Kontakte finden Kunden in Bewegung setzen BESCHLEUNIGEN
Netzwerke mobilisieren = INTERESSE BESTÄTIGEN &
IN BEWEGUNG SETZEN
= NEUE KONTAKTE FINDEN
• In vielen Netzwerken bekannt
• Relevante Inhalte für Zielgruppe
• Sich besser organisieren bereitstellen/Mehrwert
• LinkedIn-Gruppen beitreten • Automatisierte Status-Updates
• Nachrichten an Kunden
• Zusammenarbeit mit • Früher von Projekten wissen =
• Social Messaging & Vertriebsteam & Kunden mehr Kontakte, Chancen, Deals
Sharing
• „Get connected“ • Zu Blogs/Artikeln Stellung • Der Konkurrenz voraus
• Social Networking nehmen
• Profile schaffen/
aktualisieren
98. 98
Blueconomics Market Model
Marketing Stage Sales Status KPI
Potential n/a n/a
Access n/a Coverage
Marketing Awareness Prospects Reach
Interest Leads Prospect Conversion
Consideration Opportunities Lead Conversion
Information RFI RFI Rate
Pre‐Evaluation Budgetary Offer Pre‐Bid
Proof Feasibility Study POC Rate
Sales
Preference RFQ Request Rate
Evaluation Offers Bid Rate
Commitment Customers Hit Rate
Repeat
Loyality Repurchase Rate
Service Customers
Referral Net Promoter Net Promoter Score
99. 99
Why Social CRM?
Business Lifecycle Cross- &
Growth Revenue Upselling
Increase Optimize Collaborate
Win Rate Touchpoints Effectively
Drive Your Sales, Marketing and Service Effectiveness
by leveraging the power of collaboration, social networks and CRM.
Pro-Active Enhance
Mitigation Efficiency
Risks Costs
Copyright 2013 by Andreas Uthmann