Webinar

Make your CRM Social!

Mariano J. Doble

CEO Doble Group, LLC

Vennis Williamson

Sales Director, English Caribbean at Doble Group, LLC

Thursday May 15, 2014

Panelists

M a r i a n o J . D o b l e I F o u n d e r a n d C E O D o b l e G r o u p , L L C

Mariano J. Doble is the CEO of Doble Group, LLC; a boutique consulting firm that focuses on

improving business results through CRM solutions and the alignment of the organization, its

processes and teams for success. Doble Group delivers its services through highly customized

consulting programs and the world's most innovative cloud technologies.

Doble Group Blog: htp://doblegroup.com/es/blog/

LinkedIn: doble-group-llc I Twitter: @doblegroup I Google: doblegroup

V e n n i s W i l l i a m s o n I S a l e s D i r e c t o r , E n g l i s h C a r i b b e a n a t

D o b l e G r o u p , L L C

Vast experience in the field of Sales ranging from Direct Sales to Sales Management and

Strategic Analysis and Development. Prior to joining Doble Group, Vennis served in a number of

sales related roles at Cable & Wireless Caribbean. She holds a MBA from FIU and BBA.

Doble Group Blog: htp://doblegroup.com/es/blog/

LinkedIn: doble-group-llc I Twitter: @doblegroup I Google: doblegroup

Webinar

Make your CRM Social!

Mariano J Doble

Founder & CEO Doble Group, LLC

What is Social CRM Strategy?

A CRM STRATEGY aims to help you KNOW

YOUR CUSTOMER better by LISTENING to them

by INTERACTING and COLLABORATING with

them, your employees and partners with the

objective of developing INNOVATIONS that deliver

a PERSONALIZED EXPERIENCE, allowing both

the customer and the company to achieve their

GOALS.

Social Media Dimension

World Population 7.40 billions

Social Media Users Worldwide 1.97 billions

Average User World Population 25% of Population

Users Projection 2017 2.55 billion

Growth by 2017 29% +

Users LATAM & Caribbean 246.6 millions

Projected Users for 2017 324.4 millions

Growth LATAM & Caribbean 2017 32%

Reference: http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976

Social Media Sizing by Channels

1,3

10

900

646

400

240

200

70

0

200

400

600

800

1,000

1,200

1,400

Facebook Youtube Twitter Google + LinkedIn Intagram Pinterest

Mil

lio

ns

by U

sers

x M

on

th

Reference: http://www.statisticbrain.com/

Evolution of CRM to SCRM

CRM Soc ia l CRM

Interact with Assigned Departments Interact with Everyone

Process Defined by the Company

Pre-Defined Communication Channels

Process Defined by the Client

Hours are set by Client

Define Dynamic Communication Channels

Inside Out

Interactions (2

Ways)

Outside In

Hours are set by the Company

Transactions $

Who?

What?

When?

Where?

Why?

How?

Social CRM Process

Listen Social Media Channels Response

Automated

Processes

(Macro)

Manual

Processes

(Micro)

CRM CRM

(Social Profile,

Interactions,

Transactions,

Segmentation, etc.)

Social CRM Process = People +

Processes + Technology

Information Analysis

Social CRM Impacts all Customer Touch Points

Experience =

Loyalty

Service

Sales

Marketing

Comms

Client

So c i a l C R M I m p a c t s a l l C u s t o m e r To u c h Po i n t s C o n t .

Marketing

– Communication is relevant to the customer's interest Vs. “Spray & Pray”

advertising

– Social Media costs less than traditional advertising

– Measuring ROI is much more accurate with social media

Communication

– Word of mouth is more powerful than “paid advertisement”

– Communication is direct and faster and can reduce the commercial life

cycle

– Potential of creating communities: tighten relationships, build fans!

Make your CRM Social!

So c i a l C R M I m p a c t s a l l C u s t o m e r To u c h Po i n t s C o n t .

Sales

– Individual preferences of prospects are identified, increasing both

conversion and closing rates

– Sales Cycles depend on customer’s buying confidence (and resources).

Knowing the customer better, enables trust and accelerates cycle.

– Sales strategy is based on “Trust” and “Win-Win Propositions”

Customer Service

– Client expects a response in real-time through their preferred channels

– Tendency is that responses are through social channels and interactive

sessions in customer communities

Make your CRM Social!

The Soc ia l Media and CRM Synergy:

Content and Promotion Automation

– With a CRM, content and promotions can be both personalized and automated, facilitating results

analysis, effectiveness and ROI

Capture, Measure and Follow Up on Leads

– With landing pages prospect data can be captured (ahead of engagement) giving you the “power of

knowledge” to personalize and engage in the customer’s terms and preferences

Market Research and Tendencies

– Through communities (integrated with CRM) you can capture real time information from your

customers , i.e.: preferences, trends, likes and dislikes…producing a real-time market research

engine that works 365 days a year and provides data from the source (customer)

Make your CRM Social!

The Soc ia l Media and CRM Synergy:

Take the Customer Service Experience to another Level

– With tools that integrate social media and CRM, a company can anticipate the needs and potential of their customers and be proactive in finding “the right-fit products and solutions”

Mature Prospects and Create an Audience

– Not all prospects can or are ready to buy immediately, a Social CRM strategy helps you develop the right “nurturing strategy” until they are ready and beyond

Identify the Social Profile of your Prospects and Opportunities

– A CRM enables 360° visibility of prospects and customer information, including their social media profile, making the design of an individualized promotion totally feasible

Make your CRM Social!

Structure of Social CRM

Communities

CRM Social

Networks

Social CRM

Su c c e s s S t o r y - L’ O r e a l U S A

Challenge

– Increase brand awareness and product sales in beauty salons. Help salons better

promote both themselves and the L’Oreal brand through engaging social presence.

Strategy

– Enabled 5,000 salons to connect with customers through its Salon Facebook

Program. L’Oreal provided salons access to Salesforce Marketing Cloud’s

sophisticated social publishing suite to enhance their Facebook pages with content,

how-to videos, online appointment booking services and, BY THE WAY, information

on the various L’Oreal brands available at the salon.

Results

– Increased product revenue per store by $4,000, netting a $20 million increase

across all of their partner salons.

– The innovative program increased brand awareness and loyalty, earning L’Oreal a

Forrester Groundswell Award, along with 21 million impressions and 2.2 million

engagements.

Make your CRM Social!

Soc ia l CRM Tendencies

Migrating to SaaS Technology

– The real-time nature, cost-effectiveness, flexibility and mobility of SaaS

translates to CRM, making it a natural partner of social media (both live

in the Cloud)

Companies Turning Loyal Themselves

– Customers are looking for companies that identify, connect and are loyal

to them as well, just not the other way around

Mobile Technology

– Mobile technology is social (and highly personal) and the growth is

exponential

Make your CRM Social!

Webinar

Make your CRM Social!

Vennis Williamson Sales Director, English Caribbean at Doble Group

Steps to Social CRM

1. Listening to conversations in social networks:

– Use monitoring tools: Radian6

2. Cross reference emails with social network profiles:

– Use applications like FullContact

3. Who are your clients in the social networks.

– Use CRM with points 1 & 2

4. Understand conversations of prospects and clients

– Know your audience

Conversation Profile

1. How Much? Matrix

2. When? Trends

3. Which One? Audience

4. Who? Influencers

5. Where? Channels

6. How? Profile

Business Use:

– Marketing

– Sales

– Customer Service

– Public Relations

• Marketing, Sales and Customer Service Matrix

• Team Work

– Director

– Data Analysis

– Community Manager

– Agents

• Framework

– Agency

– Brand

– Call Center

Operational Model

Operational Model

• Guidelines and Procedures

• Work Flows

• Functionality

– Monitoring

– Engagement

– Management

• Integration with the CRM

Example B2B: The Basic

1. Sync your contacts in Gmail, LinkedIn, Twitter and Facebook

2. See the social profile in the CRM using FullContact or Fliptop, among others

3. Use the LinkedIn plug-in that offers the CRM or any partner

4. Have a Universal Inbox for social networks to respond to messages from your contacts

5. Have activities and interactions aligned with the messages from social networks

6. Use internal or external collaboration tools such as the Chatter

Example B2B-B2C: The Basics

1. Monitor of Social Channels – Marketing, Sales, Services, Crisis

2. Engagement of Social Channels and Content – TRUST & WON

3. Management of Social Channels – Sales Increase

4. Communication Management & Knowledge Management – Cost Reduction

5. Deflection Rate – Cost Reduction

Multi-Channels – Email, SMS, Web, Social Channels

Multi Channels!

¿Questions?

Make your CRM Social!

Make your CRM Social!

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Doble Group

D o b l e G r o u p , L L C i s a b o u t i q u e c o n s u l t i n g f i r m t h a t f o c u s e s o n i m p r o v i n g

c o m m e r c i a l b u s i n e s s r e s u l t s t h r o u g h C R M s o l u t i o n s a n d t h e a l i g n m e n t o f t h e

o r g a n i z a t i o n , i t s p r o c e s s e s a n d t e a m s f o r s u c c e s s . W e d e l i v e r o u r s e r v i c e s

t h r o u g h h i g h l y c u s t o m i z e d c o n s u l t i n g , t r a i n i n g a n d c o a c h i n g p r o g r a m s a n d t h e

w o r l d ’ s # 1 C R M t e c h n o l o g i e s .

The World’s #1 CRM Technologies

SALES CLOUD

• Grow Sales Revenues

• Increase Sales Productivity

• Control your Marketing ROI

• Improve Customer Satisfaction

& Loyalty

MARKETING CLOUD

• Social Monitoring

• Social Hub

• Social Insights

• Social Engagement

SERVICE CLOUD

• Service and Engage in Social

Media

• Drive Agent Productivity

• Reduce Service Costs

• Improve Customer Experience

CHATTER

• Collaborate without Boundaries

• Get Answers Faster

• Brainstorm Ideas

• Engage with Key Customers

WORK.COM

• Achieve Goals Faster with Real

Time Coaching

• Inspire Achievement with

Recognition & Rewards

• Manage Performance in Real

Time

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• Build Custom Apps 5x Faster at

1/2 the Cost!

• Mobile Apps in your Smart

Phone, Tablet or Laptop

A Portfolio Built Around Your Success!

CONFIGURATION,

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• Certified Salesforce Consultants &

Developers

• Configure, Integrate and Build in

Salesforce with the Right Team

and Skillsets

COACHING

• Commercial Leadership Team

Transformation Coaching

• CRM Adoption Coaching

• 1:1 Commercial Leadership

Coaching

COMMERCIAL CONSULTING

• Commercial Strategy

• Best-Practice Process Design &

Enhancements

• Translation of processes into

Automation

TRAINING

• Salesforce User Training

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Selling Training

QUALIFIED PEOPLE MAKE THE

DIFFERENCE!