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

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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

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

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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

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

35 Brandwatch Social Media Monitoring

36 Brandwatch Social Media Monitoring

37 Netbreeze Understanding Your Audience

39 HubSpot: Inbound Marketing

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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

46 Mark S. Granovetter,

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50 Source: McKinsey & Company, November

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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

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

59 Video: What s better than cold calling?

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

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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

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77 Collaborative Enterprise Network 77

90 Pitcher: Engaging Sales Presentations 90

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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

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

103 Beflügeln Sie Ihren Verkauf.

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