pardot elevate 2012 - the first five steps to social inbound marketing
DESCRIPTION
Social is a hot topic in today’s business world. However, many don’t know what it is or how to engage with it. This session will walk you through an overview of today’s social technologies and how to get started with the basics.TRANSCRIPT
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New Rules of Social Business
Clint Oram
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#pardot2012 #sugarcrm
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About Me
• CTO & Co-Founder, SugarCRM Inc.
• @sugarclint
• slideshare.net/sugarclint
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About SugarCRM
• Business – Leading provider of Open Source CRM Software – Founded April 2004 – HQ in Cupertino, California
• Market Traction – Award winning products – 3rd largest global CRM provider by users – 1M+ users; 80,000+ organizations
• World’s Fastest Growing CRM Company – 73%+ billings growth 1H 2012 over 1H 2011 – > 10 Million downloads – 2,500+ new customers in last 12 months in 80+
countries
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CRM
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CRM
CRM empowers you to gain and retain customers
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CRM
CRM empowers you to gain and retain customers
by providing greater visibility into sales,
marketing and support so you can deliver an
excellent customer experience
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CRM
• Enables collaboration • Provides visibility • Gives financial
predictability • Boost revenue • Leverages existing
technology investment
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Social CRM
Social CRM is an extension of CRM, not a
replacement for CRM
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Social CRM
"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."
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Change
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Change: Egypt’s Facebook Revolution
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Change: Occupy Wall Street Revolution
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Change: Customers Believe Customers Not Companies!
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Change: Traditional Marketing Funnel
source: Forrester Research, Inc
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Change: New Marketing Funnel
source: Forrester Research, Inc
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Change: Social is Changing Business
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The New Rules
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Rule #1: You Are Not In Control
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Customers Manage You
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Rule #2: Traditional Marketing is Declining
-35%
-74%
-67%
-19%
-10%
-14%
-5%
-8%
-5%
-11%
-5%
8%
9%
14%
45%
48%
57%
58%
58%
61%
64%
67%
-100% -80% -60% -40% -20% 0% 20% 40% 60% 80%
Growth of Marketing Spend Over Next 2-3 Years Decline Grow
Social Media
Digital and Online
Public Relations
Direct Marketing
Data Analysis
Marketing Collateral
Paid Search
Events
TV and Radio
Out-of-Home
Source: Booz & Company’s B2B Marketing Survey 2010
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How People Connect with Companies
Inbound Permission Customer-Driven
Outbound Interruption Vendor-Driven
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Rule #3: Customer Service IS Marketing
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The Ultimate Question
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Rule #4: Join the Conversation
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Interact Via Social Media
“85% of respondents believe companies should not just present information via social media, but use it to interact and become more engaged with them.” - Cone Inc Report: “Social Media in Business”
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Rule #5: Integrate People with Technology
Sydney restaurant replaces menus with iPads http://www.redmondpie.com/sydney-restaurant-uses-ipad-as-a-menu-card/
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Evolution
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How to get started?
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Complicated
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What are your pain points?
Brand Protection
Demand Generation
Content Sharing
Customer Profile
Thought Leadership
Customer Engagement
Social
Issue Escalation
Community Support
Knowledge Sharing
Marketing
Sales
Support
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Start with Inbound Marketing
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CRM for EVERYONE See you in New York for SugarCon 2013!
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Thank You
@sugarclint linkedin/clintoram
@sugarcrm
facebook/sugarcrm