Social Media – Social CRM – What is in it for you
Rick Mans - Social Media Evangelist
The Perfect Storm has changed
Business has been hit with;
• The Credit Crunch
• Globalisation of Competition
• Commoditisation of key Activities
• Customisation requirements for Products
• Expectations for new levels of online
and then there is the Technology
• The Ubiquitous Connectivity
• Social Collaboration and Networks
• The arrival of ‘The Cloud’
• etc …..
Another big switch
Web 1.0 Web 2.0
Traditional media Google search
Mainly narrow band
Publishing is complex and limited Value is created by
to few traditional media and online aggregating content
merchants (portals) Wikipedia
Easy and free publication for all
Value is generated by tools allowing
2004 2005 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
Cheap hardware and software reach the masses.
Simple devices that anyone can operate.
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.
• 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
• 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
• 24 – Hours of video uploaded every • 1,73 billion – Internet users
minute onto YouTube worldwide (September 2009).
• 600k - new members on Facebook • 18% – Increase in Internet users
per day since the previous year.
• 900.000 -The number of blogs • 126 million – The number of blogs
posts put up every day on the Internet (as tracked by
• 700 million – The number of photos
uploaded per day on Facebook • 27.3 million – Number of tweets on
Twitter per day (November, 2009)
• 400 million – People on Facebook.
• 57% – Percentage of Twitter’s user
• 50% – Percentage of Facebook base located in the United States.
users that log in every day.
• 4.25 million – People following
• 500,000 – The number of active @aplusk (Ashton Kutcher, Twitter’s
Facebook applications. most followed user).
• 84% – Percent of social network • 1800 – only this many people are
sites with more women than men. following Rick Mans
The Intelligence is in the Connections
Intelligent personal agents
Connections between Information
Real-Time Web 3.0 Natural Language Search
Web AJAX SPARQL
Social WebRDF RSS ATOM
Office 2.0 Memetrackers
Flash Web 2.0 Blogging Social Media Virtual worlds
The Web HTML
SaaS Social Networks
HTTP Directory Portals Wikis
Keyword Search Lightweight Collaboration
Online ServicesBBS Web 1.0 Websites
MacOS SQL Consumer online services
The Desktop SGML
The Internet PC Era
FTP IRC Email 1977
PC’s File Systems
Connections between people
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
who are you?
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,
authenticity, freedom and
friendship above all else.
What does this mean for a
• 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 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
The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ –
Gartner ID Number: G00158087
Or in a more visual way
Multiple Online Personas
OF THE WEB
AS WE KNOW
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
Wikipedia about CRM
Customer relationship management is a broadly recognized, widely-
implemented 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 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
Employee Customer Conversation
• Innovation comes from one specialized source within Contribution
the company (innovation group)
• Frontline employees communicate targeted messages
for transactional operations 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
Evolution of Technology
Conversation tools Data
Data RSS Forums
Process Support Process Support
Account Management Account Management
Contact Management Contact Management
Activity Management Blogs Activity Management Widgets
Lead / Opp Management Lead / Opp Management
Campaign Management Campaign Management
Sales Management Sales Management
Service Management… APIs Service Management… Open Id
• CRM Solutions focused in automating and supporting Social Networks Cloud
internal business processes Computing
• CRM Solutions focused in community creation internal and
WHAT IS IN IT FOR YOU
Building meaningful relationships
• With your friends and colleagues
• With people you don’t know (yet)
• Build trust
Become the go-to-expert
Mind sharing and insight
• Get new insights (for free)
• Help others
• Get feedback and input from experts
• Share your information
• You can be connected to more people
• More people will be able to find you
• They will be aware of your expertise
Just like the gold rush, this is going to
end…what are you waiting for?
+31 6 512 10 144