social crm: what's in it for me?

10-09 © 2009 IDC Copyright 2009 IDC

Michael Fauscette, Group Vice President, SBS

10-09 © 2009 IDC

Why do I care?

 Customers are congregating.

 There is a massive aggregation of thoughts and perspectives.

 Customers are talking about your company/your products.

 Customers are tired of old interaction models that are defined by the company and at the company's convenience.

 Customers want a voice & will seek out opportunities to be heard.

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Disruption

 Web 2.0 is not a single disruption, it's a ripple.

 Web 2.0 will demand giving up control to the crowd.

 The democratization of technology distributes power and influence.

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The Social Enterprise

It’s not just “tools”, it’s changing processes

and culture

Democratization and Empowerment:

Spreading control across a broad audience, adding value, building relationships, conversations and

increasing transparency

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Internal

External

Sales – Marketing – Product – Support - Service

Blogs – Communities – Social Networks - Ideasourcing – Microblogs – Syndication – Virtual Conference - Video

Wiki’s – Social Analytics – Collaboration – Mashups – Platforms -

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No Silos

People become the platform

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Social Software Solutions

Consumer Apps CRM Content

Apps Collab PLM

Social Analytics

Social Platforms

Stand-a-lone Social Apps

Embedded Social

Features

Stand-a-lone Social

Platforms

HCM Financials SCM EPPM

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Social Tools

9

32.0%

29.0%

18.5%

23.3%

25.4%

27.6%

21.3%

45.9%

26.0%

13.5%

11.3%

21.5%

16.1%

20.9%

16.7%

18.7%

16.9%

21.1%

54.5%

59.6%

60.0%

60.6%

53.7%

55.7%

60.0%

37.2%

52.9%

0.0% 20.0% 40.0% 60.0% 80.0% 100.0%

Blog

Wiki's

Ideasourcing / crowdsourcing tool

Public microblog for marketing

Twitter, facebook or other Web 2.0 tool for customer service

Facebook fan pg or other social network company profile

Community platform

Collaboration platform

Enterprise video (YouTube or VMP)

Use Now

Plan to implement in next 12 mos

Don't use / no plan to implement

N=503 Source: IDC Appstats Survey Sep 2009

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Using Social Tools

10

69.5%

39.8%

63.7%

54.1%

76.9%

52.0%

15.0%

16.7%

25.7%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

Blogs

Wiki's

Ideasourcing / crowdsourcing tool

Partner focus

Employee focus Customer Focus

N= 220 Blogs 186 Wiki's 179 Ideasourcing /

crowdsourcing tool Source: IDC Appstats Survey Sep 2009

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What’s happening?

11

Sales  The “mom & pop” effect  Mining social data  Predicting needs

Marketing  Sentiment  My way  Customer defined products/services  Loyalty (+analytics)

PR  Transparency  Collaborate / partner  1:1

Customer Service  Community  When, where, how  Preventative  User generated content

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The Next Gen Web

Static Web

Web 1.0

Transaction Web

Web 1.5

Social Web

Web 2.0

Semantic Web

Web 3.0

?

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The Next Gen Web

 Real-time  Mobile  Ubiquitous access  Built for Web communication  Decentralized  Modular / reusable  Increasing interconnectedness

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With Video….

 Trust  Connection  Visual instincts

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The Next Gen Web – Mobile Users

Share Of U.S. Online Users Also Accessing The Internet Through a Mobile Device

Also Mobile Use 31.9%

No Mobile Use 68.1%

n = 3176. Mobile users = respondents who reported using one of the following to access the Internet: portable game console, feature phone, smart phone, Internet tablet, personal media player, personal navigation device, e-book reader. * Source: Digital Marketplace Model and Forecast v1.3 draft, forthcoming.

Total number of U.S. Internet users in 2008: 247.1M*. Total number of U.S. mobile Internet users: 78.8M.

Time: 45 hr/wk total 38 hr/wk Stationary 7 hr/wk Mobile (5%)

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The Next Gen Web - Mobile Content

0% 20% 40% 60% 80% 100%

Cars Business and finance

Travel Technology

Health Sports

Local information Entertainment

Weather News

Mobile Usage Stationary Usage

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Some Implications

  People as the platform

  Collective intelligence

  Ubiquitous information access

  Conversations

  Mobile   Real-time

  Always on   Transparent

  Video   Trust

 Shared Control

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Conclusions: Social CRM

 Not a replacement for traditional CRM but builds on top of current processes.

 Is a part of a broader strategy.

 Requires a re-thinking of relationships & who controls those relationships.

 Is about fundamental cultural changes

 Is about shifting control

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 Expect first efforts to be a learning process

 Develop a strategy

 Use tools to support the strategy

 Part of the process is moving control from you to your customer