Transcript Slide 1

Social Media – Social CRM – What is in it for you
Rick Mans - Social Media Evangelist
The Perfect Storm has changed
Business Focus
Business has been hit with;
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The Credit Crunch
Globalisation of Competition
Commoditisation of key Activities
Customisation requirements for Products
Expectations for new levels of online
Services
and then there is the Technology
impacts around;
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The Ubiquitous Connectivity
Social Collaboration and Networks
The arrival of ‘The Cloud’
etc …..
Another big switch
Web 2.0
Mainly narrow band
Traditional media
Google search
Flickr
Alternative
media
Publishing is complex and limited
to few traditional media and online
merchants
2004
Value is created by
aggregating content
(portals)
netvibes
Wikipedia
Easy and free publication for all
2005
Mainly Broadband
Web 1.0
Value is generated by tools allowing
to publish easily
Broadband is (becoming) a right in Spain and Finland
Technology and social factors have converged over the past few
years to create a phenomenon called social computing
TECHNOLOGY
 Cheap hardware and software reach the masses.
 Simple devices that anyone can operate.
SOCIAL CHANGE
 Consumers look for cost and time efficient technologies, ways to make their voices heard.
 Younger techno savvy generations pioneer the use of personal networks and viral communication.
Source: Forrester (2006) – Social Computing.
Internet statistics
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100 billion – The number clicks per day
55 trillion – links on the Internet
5% - The percentage of global electricity used for the Internet
90 trillion – The number of emails sent in 2009
81% – The percentage of emails that were spam.
200 billion – The number of spam emails per day (assuming 81% are
spam).
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1 million - IM messages per second
8 terabytes – Traffic per seconde
234 million – The number of websites as of December 2009.
47 million – Added websites in 2009.
Social Media statistics
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24 – Hours of video uploaded every
minute onto YouTube
600k - new members on Facebook
per day
900.000 -The number of blogs
posts put up every day
700 million – The number of photos
uploaded per day on Facebook
400 million – People on Facebook.
50% – Percentage of Facebook
users that log in every day.
500,000 – The number of active
Facebook applications.
84% – Percent of social network
sites with more women than men.
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1,73 billion – Internet users
worldwide (September 2009).
18% – Increase in Internet users
since the previous year.
126 million – The number of blogs
on the Internet (as tracked by
BlogPulse).
27.3 million – Number of tweets on
Twitter per day (November, 2009)
57% – Percentage of Twitter’s user
base located in the United States.
4.25 million – People following
@aplusk (Ashton Kutcher, Twitter’s
most followed user).
1800 – only this many people are
following Rick Mans
The Intelligence is in the Connections
Intelligent Web
Web OS
Web 4.0
Connections between Information
Semantic Web
2018
Intelligent personal agents
Real-Time
Web 3.0 Natural Language Search
SWRL
Activity streams
OWL
2009
Web
SPARQL
Lifestreaming
OpenID AJAX
Semantic Search
Microblogging
ATOM
Widgets
Social Web
RDF RSS
Mashups
P2P
Memetrackers
Office 2.0
Javascript
Flash
SOAP XML
Virtual worlds
Blogging
Social Media
1999
Java
HTML
SaaS
Social Networks
HTTP
Directory Portals
Wikis
VR
Keyword Search
Lightweight Collaboration
BBS
Websites
Gopher
1989
MacOS
SQL
Consumer online services
Groupware
SGML
Multimedia
Databases
Windows
CDROMs
File Servers
Web 2.0
The Web
Online Services
Web 1.0
The Desktop
The Internet
FTP
IRC Email
PC Era
1977
USENET
PC’s
File Systems
Connections between people
Kevin Maney
IT SEEMS TO BE LIKE PINK FLOYD LYRICS: IT
CAN MEAN DIFFERENT THINGS TO DIFFERENT
PEOPLE, DEPENDING ON YOUR STATE OF MIND
For me Social Media is
HUMAN INTERACTION IN A
VIRTUAL WORLD
who are you?
http://www.flickr.com/photos/greenboy/416052683/
A new generation
Generation Y, The Millenials,
Digital Natives… the future
generations are infinately
connected, born and raised digital,
and favour values such as
connectedness / community,
environmental awareness,
authenticity, freedom and
friendship above all else.
What does this mean for a
company
• Cut and paste Generation: Today’s youth create their own authentic style but combining different styles.
• Generation Search: S=searching and sharing, E=equilibrium, A=achieving, R=rules, C=commitment, H=harmony.
• Digitale Generatie: Todays youth … Jongeren van nu vinden het leven in de virtuele wereld even vanzelfsprekend als daarbuiten; de
eerste generatie die opgroeit met digitale media.
• My Media Generation: Today’s youth have three basic needs: community, selfexpression and personalisation; the first 'global' generation
That can customize everything to its own taste and wants.
• Generatie Einstein: Todays youth is smarter, stronger and more social: the first positive generation!
Generation V
Generation Virtual is used to describe a growing online culture in which
people participate, often anonymously, through personas in a flat, virtual
environment. Generation Virtual is not defined by age, gender, social
demographics or geographic location. It is based on demonstrated
accomplishments (merit) and an increasing preference for the use of
digital media channels to discover information, build knowledge and
share insights.
The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ –
Gartner ID Number: G00158087
Or in a more visual way
Multiple Online Personas
THE END
OF THE WEB
AS WE KNOW
http://www.flickr.com/photos/naturalturn/3264726560/
The Internet and its attendant array of
consumer devices, networks and content sources have
fundamentally changed how customers, employees
and partners expect to interact with the enterprise
(Gartner CIO survey 2008/2009).
INTERNET RETAILING IS RESPONSIBLE
FOR CIRCA 10% OF TOTAL SALES, THIS IS
EXPECTED TO GROW NOT SHRINK
HOWEVER, SOCIAL MEDIA AND
NETWORKS INFLUENCE A VERY
SIGNIFICANT PORTION (GREATER THAN
40%) OF ALL OFFLINE SALES.
The Historic Focus of CRM projects vs How Customers buy things
today
Wikipedia about CRM
Customer relationship management is a broadly recognized, widelyimplemented strategy for managing and nurturing a company’s
interactions with clients and sales prospects. It involves using
technology to organize, automate, and synchronize business
processes—principally sales activities, but also those
for marketing, customer service, and technical support. The overall
goals are to find, attract, and win new clients, nurture and retain
those the company already has, entice former clients back into the
fold, and reduce the costs of marketing and client service.
Social CRM
Social CRM is your existing CRM plus the ability to
leverage the social web and kick start, manage and
ultimately automate the conversation process. Its power
lies in the ability for all parts of the organisation but
mostly customer services and sales/marketing
teams to listen in on conversations (social
voyeurism), craft compelling messages, join in on
customer conversations (Twitter is being increasingly
used in this context) and offer people added value
information in real time.
Social CRM is a philosophy & a business strategy,
supported by a technology platform, business rules,
workflow, processes & social characteristics,
designed to engage the customer in a collaborative
conversation in order to provide mutually beneficial
value in a trusted & transparent business environment.
It’s the company’s response to the customer’s ownership
of the conversation
Evolution of Organizational Mindset
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Employee
Transaction
Feedback
Customer
• Innovation comes from one specialized source within
the company (innovation group)
• Frontline employees communicate targeted messages
for transactional operations
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Interaction
Conversation
Contribution
Employees
Customers
• Innovation is gathered from all employees as they are
closely connected to the final customer and to each other
via internal web 2.0 tools. Customers are in the center of
the innovation cycle.
• Frontline and non frontline employees engage
conversations including new customers in the context and
rerouting conversations. New set of employee skills
needed.
Evolution of Technology
Monitoring /
Interconnecting tools
Customer
Owned
Data
RSS
Conversation tools
Forums
Process Support
Process Support
Account Management
Contact Management
Activity Management
Lead / Opp Management
Campaign Management
Sales Management
Service Management…
Account Management
Contact Management
Activity Management
Lead / Opp Management
Campaign Management
Sales Management
Service Management…
Blogs
APIs
Widgets
Open Id
Podcast
Wikis
• CRM Solutions focused in automating and supporting
internal business processes
Data
mining
Social Networks
Cloud
Computing
Brand monitoring
services
• CRM Solutions focused in community creation internal and
externally
WHAT IS IN IT FOR YOU
Building meaningful relationships
• With your friends and colleagues
• With people you don’t know (yet)
• Build trust
Increased visibility
Become the go-to-expert
Mind sharing and insight
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Get new insights (for free)
Help others
Get feedback and input from experts
Share your information
(Business) Opportunities
• You can be connected to more people
• More people will be able to find you
• They will be aware of your expertise
Goldrush
Just like the gold rush, this is going to
end…what are you waiting for?
Rick Mans
[email protected]
+31 6 512 10 144
http://twitter.com/rickmans
http://www.linkedin.com/in/rickmans