Todd Van Hoosear's PodCamp Boston 5 presentation

1. FRESH GROUND, INC. Monitoring, Management and the Promise of Social CRM Todd Van Hoosear @vanhoosear (with help from Dan Bruns of Mzinga) Todd Van Hoosear @vanhoosear 1.617.326.3211 vanhoosear@itsfreshground.com Chuck Tanowitz @ctanowitz 1.617.575.9643 ctanowitz@itsfreshground.com Fresh Ground, Inc. www.itsfreshground.com

2. The Social Organization The Old Model Megaphone Flickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 Generic License The Earth Taken 7 December, 1972 Apollo 17 mission Courtesy: NASA Fresh Ground, Inc.

3. The Reality Fresh Ground, Inc. The Social Organization

4. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

5. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

6. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

7. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

8. Fresh Ground, Inc. The Social Organization The Reality

9. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

10. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

11. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.

12. As a result, the pressure on businesses is higher than ever…

13. 13 Work smarter & more efficiently. According to IDC, the cost of NOT easily finding information = $3,300 per employee each year (That’s $3.3M in annual lost opportunity cost for a business of 1000 people)

14. 14 Build brand credibility & buyer trust. 30% of consumers rely less on advertising, and much more on recommendations from friends and family for making buying decisions.

15. 15 Reduce customer response times. More than 90% of customers' issues haven't been unearthed in most organizations, and in addition, often the organization doesn't have answers for them, according to Forrester Research. These issues lead to long support calls, poor issue resolution, cost increases and customer dissatisfaction.

16. 16 Improve customer loyalty & satisfaction The primary driver of a consumer's loyalty is their experience with your business, product or service. Yet, marketers on average only invest 20% of their programs in loyalty and customer experience efforts.

17. Enter Social CRM Todd Van Hoosear @vanhoosear 1.617.326.3211 vanhoosear@itsfreshground.com Chuck Tanowitz @ctanowitz 1.617.575.9643 ctanowitz@itsfreshground.com Fresh Ground, Inc. www.itsfreshground.com

18. What is it? “…designed to engage the customer in a collaborative conversation in order to provide a mutually beneficial value in a trusted and transparent business environment.” - Paul Greenberg, and author “The tools and processes that encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers.” -Mitch Lieberman 18

19. “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty

20. Evolving Capabilities 1 2 3 4 5 Content Creation Monitoring & Reporting Platform Integration Workflow Management Unified View of Customer (Where we are today) (Social CRM)

21. The Five I’s of Social CRM 1. InformationTraditional Customer Relationship Management (CRM) system are all about information. But too often, traditional CRM systems focus on standardizing and sharing the information rather than on trying to manage the relationship. InteractionWhen you introduce social technologies, relationships move to the forefront and control shifts to the customer. Interaction can drive more fulfilling and engaging relationships between and among the customers and you. 2.

22. The Five I’s of Social CRM 3. IntegrationBut information and interaction aren't enough. You own the information and the customer owns the conversation. You need integration. Because ultimately you can't just give your customer a voice in just one spot. InfluenceBut don't be fooled! Not all of your customers will interact with you - and what they say shouldn't necessarily dictate where you should go. InsightFostering interaction with and among your customers probably drives value, but you can't be sure unless you measure it. 4. 5.

23. The Social Organization A New Model Ideate Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense Share Flickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense Listen Flickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense Change Flickr image uploaded byadam*b Shared under Creative CommonsAttribution 2.0 GenericLicense Fresh Ground, Inc.

24. And can transform the way you do business… Unstructured social interactionsthat streamline communication, enhance relationships, etc. Role-based solutionsTransform business processes to improve productivity, efficiencies & revenue growth Traditional business processesOften hierarchal and siloed, but critical to business goals and success Sales Product Mkting Services Corporate Strategy Services Information Systems Human Resources Finance & Administration 24

25. To solve the challenges that keep you up at night… Product How can I innovate my products faster? How can I stay abreast of market research for R&D? How can I streamline my product development process? Marketing How can I improve brand visibility? How can I drive enhanced demand generation? How can I increase website traffic & ad revenue? Sales How can I develop long-term relationships with customers? How can I reduce my sales cycle? How can I accelerate new client acquisition & upsell opportunities? Services & Support How can I reduce support costs? How can I reduce response times in addressing client issues? How can I improve customer satisfaction & loyalty?

26. Social CRM Solves 3 Ailments… SHINY OBJECT SYNDROME FISHBOWL SYNDROME TALKING HEAD SYNDROME

27. A few action items to get you started…. Determine a few initial goals (and start simple & small) Rally a few champions to support your plan Set your sights on a small segment of customers Set some basic guidelines & communication plans Focus on value, not volume of interaction Make it easy to interact Be responsive Monitor and assess results 27

28. FRESH GROUND, INC. Monitoring, Management and the Promise of Social CRM Todd Van Hoosear @vanhoosear THANKS! Todd Van Hoosear @vanhoosear 1.617.326.3211 vanhoosear@itsfreshground.com Chuck Tanowitz @ctanowitz 1.617.575.9643 ctanowitz@itsfreshground.com Fresh Ground, Inc. www.itsfreshground.com