Andreas Uthmann Zürich, Februar Wer oder was ist eigentlich Social CRM? Copyright 2012 by Blueconomics Business Solutions GmbH

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1 Andreas Uthmann Zürich, Februar 2013 Wer oder was ist eigentlich Social CRM? Copyright 2012 by Blueconomics Business Solutions GmbH

2 2

3 3 Wer nutzt bereits Social CRM? Copyright 2013 by Andreas Uthmann

4 4 Wer würde gerne Social CRM nutzen? Copyright 2013 by Andreas Uthmann

5 5 Warum? Copyright 2013 by Andreas Uthmann

6 Video: Get serious about social.

7 Facebook isn t how they do it of fans mention the.5% brand on facebook 1 2% of fans return to the facebook brand page 2 17% of brand posts make it 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 % Source: Penn Schoen Berland, «The Jive Social Business Index Survey.», July «Of US business executives anticipate increased revenue or sales as a result of implementing a Social Business strategy.» 80% Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October «Of companies plan to increase the use of Social Media, Customer Analytics as well as CRM in the coming years.»

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

10 10 About Me, ch.linkedin.com/in/uthmann Copyright 2013 by Andreas Uthmann

11 Customer Intimacy is CEO Priority #1 11 Source: IBM Institute for Business Value, «Capitalizing on Complexity Insights from global CEO Study», May 2010.

12 12 What is CRM? Marketing emarketing Campaigns Promotions Activities Leads Pricing Products Configurators Communities Influencers Sales ecommerce Accounts Partners Contacts Opportunities Orders Quotation Contracts Forecasting Planning Incentives Time&Travel Services eservices Contact Center Requests Cases Complaints Surveys Knowledge Installed Base Field Force Spare Parts Scheduling Warranty Lifecycle 360d view Value Segmentation Analysis & Reporting Dashboard KPI Simulations Planning Market Model Trends Copyright 2013 by Andreas Uthmann

13 13 So what is Social CRM? Collaboration Sales Social Media Marketing Customer Service Copyright 2013 by Andreas Uthmann

14 14

15 15 The Evolution of Customer Relationship Mgmt. Hierarchies Value Networks Communities Process efficiency Cycle times Costs Quality Transactional Analytical Strategic decisions Market knowledge Performance Monitoring Reporting Effectiveness Virtual Teamwork Social networks Communication Collaborative Copyright 2013 by Andreas Uthmann

16 Combining the Power of 2 Worlds. Win. Grow. SocialSalesMap Social Networks More Customers. Less Work. Customer Relationship Management (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

18 Copyright 2012 by Blueconomics Business Solutions GmbH 18

19 The «Information Challenge» Win. Grow. SocialSalesMap. Copyright 2012 by Blueconomics Business Solutions GmbH

20 20 Identify Social Contacts Win. Grow. SocialSalesMap. Copyright 2012 by Blueconomics Business Solutions GmbH

21 Copyright 2012 by Blueconomics Business Solutions GmbH 21

22 22 Social Connector for Outlook Copyright 2013 by Andreas Uthmann

23 Windows Phone: Social Phonebook Copyright 2013 by Andreas Uthmann

24 Copyright 2012 by Blueconomics Business Solutions GmbH 24

25 Social Customer Engagement has arrived Copyright 2012 by Blueconomics Business Solutions GmbH

26 26 Integrated Newsstream More Customers. Less Work. Copyright 2012 by Blueconomics Business Solutions GmbH

27 Copyright 2012 by Blueconomics Business Solutions GmbH 27

28 «Social Media puts Buyers, not Marketers in control.» Laura Ramos, Forrester Copyright 2013 by Andreas Uthmann

29 Copyright 2013 by Andreas Uthmann

30 30 The Buying Process Copyright 2013 by Andreas Uthmann

31 31 Accelerom: Touchpoint Analysis Copyright 2013 by Andreas Uthmann

32 Copyright 2012 by Blueconomics Business Solutions GmbH 32

33 33 The 4C s: Social Media Opportunities Listen Social Media Monitoring Content Community Social Media Marketing Promote Social Media Engage Online Support Collaboration Crowdsourcing Co-innovation Learn Copyright 2013 by Andreas Uthmann

34 34 Social Keyword Search More Customers. Less Work. Copyright 2012 by Blueconomics Business Solutions GmbH

35 Brandwatch Social Media Monitoring

36 Brandwatch Social Media Monitoring

37 Netbreeze Understanding Your Audience

38 Copyright 2012 by Blueconomics Business Solutions GmbH 38

39 HubSpot: Inbound Marketing

40

41

42 Copyright 2012 by Blueconomics Business Solutions GmbH 42

43 43 Why «Social Sales»? Source: Aberdeen Group, «Social Selling: Best in class Targeting of the Right Message, at the Right Time, for the Right Person», Copyright 2012 by Blueconomics Business Solutions GmbH

44 44 Identify Contacts More Customers. Less Work. Copyright 2012 by Blueconomics Business Solutions GmbH

45 Copyright 2012 by Blueconomics Business Solutions GmbH 45

46 Mark S. Granovetter,

47 47 Copyright 2013 by Andreas Uthmann

48 48 Copyright 2013 by Andreas Uthmann

49 49

50 Source: McKinsey & Company, November

51 51 Video: The truth about advertising. Copyright 2013 by Andreas Uthmann

52 Break 52

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 Contacts/Pic Job/Title/CV Interests Relationships Connections Friends Follower Content Status Updates Posts/Tweets Pics/Vids/Docs Profile Social Graph Newsfeed Copyright 2013 by Andreas Uthmann

56 The «Social Sales» Cycle Who? Identify 2 Analyze What? 1 Act 3 How? 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 Dargestellt ist die Anzahl der Google- Suchen der Jahre 2004 bis 2012 nach den angegebenen Keywords Seit 2009 boomen die Themen Inbound Marketing & Social Media Zugleich nahm das Interesse am Thema Telemarketing stetig ab Inbound Marketing Social Media Telemarketing *Quelle: Google Insight, Abfrage vom

58 Copyright 2012 by Blueconomics Business Solutions GmbH 58

59 Video: What s better than cold calling?

60 60

61 Copyright 2012 by Blueconomics Business Solutions GmbH 61

62 62 Identify joint Connections Win. Grow. SocialSalesMap. Copyright 2012 by Blueconomics Business Solutions GmbH

63 Copyright 2012 by Blueconomics Business Solutions GmbH 63

64

65 Copyright 2012 by Blueconomics Business Solutions GmbH 65

66 Copyright 2012 by Blueconomics Business Solutions GmbH 66

67 67 Investment Priorities Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.

68

69 Copyright 2012 by Blueconomics Business Solutions GmbH 69

70 «A wealth of information creates a poverty of attention.» Herbert A. Simon, Social Scientist, Nobel Prize in Economics

71 Squirro for Sales Intelligence Industry issues and goals: Stay on top of industry news Increasing annual pressure on quota targets ramp up times and cost complexity and time pressure of research Stay in the know on leads Drive for improved Sales Intelligence! Follow news about your customers Track their product and media mind share Stay on top of trends in your industry Improve your win rate Decrease your cost of sale Reduce time and cost of ramp up Improve pipeline qualification Increase customer facing time Be the first to act on relevant information Designed and produced in Switzerland Squirro 2012 Nektoon AG

72 Today: Available in CRMs and on the Web Salesforce, SAP, SugarCRM*, MS Dynamics*, and on any Smartphone and Tablet * Under development Designed and produced in Switzerland Live and selling Available, yet in Beta Squirro 2012 Nektoon AG

73 Copyright 2012 by Blueconomics Business Solutions GmbH 73

74 74

75 75 Copyright 2013 by Andreas Uthmann

76 Collaborate within CRM More Customers. Less Work. Copyright 2012 by Blueconomics Business Solutions GmbH

77 Collaborative Enterprise Network 77

78 Copyright 2012 by Blueconomics Business Solutions GmbH 78

79 79 Podio Project Collaboration Copyright 2012 by Blueconomics Business Solutions GmbH

80 Copyright 2012 by Blueconomics Business Solutions GmbH 80

81 81 i2s Studie 2012: CRM Herausforderungen Copyright 2012 by Blueconomics Business Solutions GmbH

82 82 Case7. Visualize Company Networks Win. Grow. SocialSalesMap. Copyright 2012 by Blueconomics Business Solutions GmbH

83 83 Enhance Your Sales Network Hunt Manage Strategic Sales Opportunities Farm Develop Key/Target Accounts Copyright 2012 by Blueconomics Business Solutions GmbH

84 Copyright 2012 by Blueconomics Business Solutions GmbH 84

85 SocialSalesMatrix: Analyzing Sales Networks Win. Grow. SocialSalesMap. Copyright 2012 by Blueconomics Business Solutions GmbH

86 86 The «Social Sales» Cycle 2 Identify Analyze 1 Act 3 Copyright 2012 by Blueconomics Business Solutions GmbH

87 Thank you for your great support and recognition. Copyright 2012 by Blueconomics Business Solutions GmbH

88 Copyright 2012 by Blueconomics Business Solutions GmbH 88

89 Kony Mobile CRM Copyright 2012 Kony Solutions, Inc. CONFIDENTIAL

90 Pitcher: Engaging Sales Presentations 90

91 91 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

92 92 Blueconomics CRM Framework Copyright 2012 by Blueconomics Business Solutions GmbH

93 93

94 94 Ajando: Social Seller Roadmap Entwicklungsstufen im Social Selling ANFÄNGER MACHER KOORDINATOR SOCIAL SELLER Website erstellen Eigene Marke erschaffen Auffindbar sein Erreichbar sein Neue Kontakte finden Netzwerke mobilisieren = NEUE KONTAKTE FINDEN Digitale Präsenz festigen Kunden auf dem Laufenden halten Kundentrends nutzen Kunden in Bewegung setzen = INTERESSE BESTÄTIGEN & IN BEWEGUNG SETZEN Zusammenarbeit mit Vertriebsteam, Kunden, zukünftigen Kunden und Geschäftspartnern = VERKAUFSZYKLUS BESCHLEUNIGEN Wird von Firmen kontaktiert Ständige Präsenz im Markt = CHANCEN FÜR SIE, NICHT FÜR IHREN KONKURRENTEN In vielen Netzwerken bekannt Get connected Profile schaffen/ aktualisieren Nachrichten an Kunden Social Messaging & Sharing Social Networking Sich besser organisieren LinkedIn-Gruppen beitreten Zusammenarbeit mit Vertriebsteam & Kunden Zu Blogs/Artikeln Stellung nehmen Relevante Inhalte für Zielgruppe bereitstellen/mehrwert Automatisierte Status-Updates Früher von Projekten wissen = mehr Kontakte, Chancen, Deals Der Konkurrenz voraus

95 McKinsey Quarterly: Six social-media skills every leader needs 95

96 «What you can t measure, you can t manage.» Robert S. Kaplan Copyright 2013 by Andreas Uthmann

97 Joseph Jaffe: Flip The Funnel 97 Copyright 2013 by Andreas Uthmann

98 98 Blueconomics Market Model Marketing Sales Service Marketing Stage Sales Status KPI Potential n/a n/a Access n/a Coverage 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 Preference RFQ Request Rate Evaluation Offers Bid Rate Commitment Customers Hit Rate Loyality Repeat Customers Repurchase Rate Referral Net Promoter Net Promoter Score

99 99 Why Social CRM? Business Growth Lifecycle Revenue Cross- & Upselling Increase Win Rate Optimize Touchpoints Collaborate Effectively Drive Your Sales, Marketing and Service Effectiveness by leveraging the power of collaboration, social networks and CRM. Pro-Active Mitigation Enhance Efficiency Risks Costs Copyright 2013 by Andreas Uthmann

100 The Networked Economy 100 Source: McKinsey & Company,»Business and Web 2.0: An interactive feature, November 2011.

101 Surprise, Surprise

102 102 Inspired? Learn & Grow Organisation & Budget Quick Wins Identifizieren Geschäftsziele Definieren Copyright 2013 by Andreas Uthmann

103 Beflügeln Sie Ihren Verkauf.

104 104 Copyright 2012 Kony Solutions, Inc. CONFIDENTIAL

105 Andreas Uthmann Zürich, Februar 2013 Wer oder was ist eigentlich Social CRM?

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