1. What is
Social CRM?
Krassi Genov
April 2011

2. The Reality of Social Media
180 million unique visitors, 95 million Tweets daily
600 million + users (70% outside of US)
490 million unique users/92 billion page views/mo.
90 million users in 200 countries

3. Social media –more popular than ever…
Source: Unplggd
…more popular than email……more time spent than on Google
Total usage of web-based email dropped 9% in 2010
Facebook accounts for 12% of time spent online, 10% of all page views in the US

4. US social network user penetration, by age, 2009-2013
100%
90%
80%
70%
0-11
12-17
60%
18-24
50% 25-34
35-44
40% 45-54
55-64
30% 65+
20%
10%
0%
2009 2010 2011 2012 2013
Source: eMarketer, March2011
Even though youngest age groups are still the most represented, active and engaged,
more than half of internet users ages 45 to 64 and over four out of five 12- to- 34-year-
old online users will be regular social network users in 2011.

5. Social media can help topple a regime…
Source: The Guardian

6. Or cause a stock to plummet…
The UK Times newspaper reported that within 4 days of the video being posted online, United Airline's stock price
fell 10%, costing stockholders about $180 million in value.. .
Which, incidentally, would have bought Dave Carroll more than 51,000 replacement guitars…
Source: http://www.timesonline.co.uk/tol/comment/columnists/chris_ayres/article6722407.ece

7. Characteristics of the Social Conversation
Many-to-many Social Network Influencer
Characteristics of the social conversation: Viral, immediate, engaged, opinionated, device agnostic…
Characteristics of the social influencer: Engaged, opinionated, tech savvy, large social networks, personal brand…

8. Social…Inside and Out
Rapid adoption of social networking enables users to connect with individuals and communities who share mutual
interests, increasingly leaving organizations out of the conversation. As a result, companies need to adopt an organized
approach using enterprise software that connects business units to the social web – giving them the opportunity to
respond in near-real time, and in a coordinated fashion {Altimeter Group}.

9. Social Customers Spend More…
Average Facebook user is connected to 80 community pages, groups and events. 50% of active users log onto
Facebook in any given day. In 20 min on Facebook 1 million links are shared, 1.5 million invites are being sent, 1.5
million friends’ requests are being accepted.

10. Social Customers Will Spend Even More…
Company Active Users $ Details
Groupon 50,000,000 Total dollars saved = $1,591,727,974
Total Groupons purchased = 38,598,963
LivingSocial 20,000,0000 Added 5 million subscribers in January
Books $1MM/day, projects $500MM in 2011
revenues
Source: Company Reports, Wells Fargo, Internet retailer magazine
On January 19, 2010 LivingSocial ran a deal with Amazon, which offered LivingSocial subscribers a $20 Gift Card for just $10. The deal
was available nationwide and attracted 1.4 million purchases.(Source Saipan Tribune)
Fandango On March 2, 2011 Living Social offered two tickets for $9 via Fandango’s ticket service for any movie; LivingSocial sold 1
million tickets in two days, 780,000 tickets on the first day alone.[Source PCMag]
Most people that use (and buy) Groupon daily deals, often subscribe to more than one service
Consumer spending on ―Deal-a-Day offers likely to reach $3.9B in U.S. by 2015, according to BIA/Kelsey
As of April 5, total dollars saved approached $1.6B, and total Groupons purchased were 38.6M (Wells Fargo)

11. Social Customers Are Invested…
want you to respond when they leave a
58% comment on FB or Twitter…
42% within a day
39% within a week
7% within an hour
2% within a minute
Only 22% actually receive a response from a company…
Source: Harris Interactive http://www.rightnow.com/resource-ra-customer-experience-impact-north-america-2010.php

12. The Social Stratosphere
Source Horn Group
Inquiry volumes on social software for CRM spiked over 50% in 12 months. The number of social CRM vendors
expanded rapidly; the market in mid-2010 has just over 100 vendors. Few vendors address the whole social market.

13. CRM & Social -no longer adjacent industries
Salesforce M&A
Jigsaw - contacts db, DaaS
Genesys announced a Sitemasher – website design
new social media Activa Live Chat – chat and co-browse
Moxie announces
strategy – FB and Heroku – coding in Ruby
Twitter integrations, enterprise social Etacts - email add-on layers social
Lithium partnership for software platform network profiles
communities Dimdim – web collaboration tool similar
to WebEx and Gotomeeting
Lithium Buys ScoutLabs Seesmic – collaboration dashboard
Manymoon – SaaS project management
Net Suite talks Social Radian6- listening/analytics platform
ecommerce
RNOW acquires HiveLive
2009 2010 2011
eGain expands social suite
of products – communities,
Attensity Buys Biz360 social media monitoring,
IBM launched Enterprise Web and connectors for FB,
Experience suite( Customer Oracle makes a big push into
Twitter, etc.
Experience Suite), Expanded their Social at Open World 2010 –
Salesforce Releases
social suite of products – partnerships with radian6
Chatter
communities, social media and Buzzient as listening
monitoring, and connectors for FB, platforms
Twitter, etc. KANA acquires Overtone
Get Satisfaction, RNOW and
Parature announce KB for FB

14. Social CRM in 2010….
Source: http://www.lithium.com/pdfs/whitepapers/Gartner-MQ-Social-CRM-t4OR7RhY.pdf
In 2011?
Salesforce Radian6 will move up, RNOW will move up, KANA will appear (Overtone), Oracle CRM (unchanged?)

15. Social CRM does not replace existing CRM
efforts – instead it adds more value
5Ms
Monitoring
Mapping
Management
Middleware
Measurement
Social CRM applications encourage many-to-many participation among internal users, as well as customers, partners,
affiliates, fans, constituents, donors, members and other external parties, to support sales, customer service and
marketing processes[Gartner,2010]

16. Your Competition
Large Enterprise Telephony CRM Niche
Core Players: Core Players: Core Players: Core Players:
Oracle, SAP, IBM. MSFT Avaya, CISCO, Genesys eGain, KANA, Moxie, Attensity, Lithium, Jive,
Parature
Core Expertise: Core Expertise: Visible Technologies,
Core Expertise: BazaarVoice, etc….
Enterprise software, Call Centers/ Infrastructure
Analytics Call Centers/WSS Core Expertise:
Competes On:
Competes On: Varies: Communities,
Call center footprint
Competes On: Listening Platforms, Mobile,
Footprint in CSS
Existing deployments Rankings
backend systems
Competes On:
Niche Competency

17. Social CRM Entry Points Based on Business Value
Ideal State: Build an universal social desktop for the enterprise

18. The ‘Activity Stream’ becomes key
There is an emerging standard for the ability to share information moving through social platforms like
Facebook and sharing that information in the organization.

19. Questions?
http://www.linkedin.com/in/krassigenov