SCRM and the Value to Organizations


TOPIC QUESTIONS
Q1) What are the basic tenents of SCRM?
Q2) How can you begin to tie social into existing CRM?
Q3) Build a list of useful SCRM use cases.
   Event Details
Event Date:
     2010-09-07
Event Time:
     12PM - 1 PM EST
Participants:
     63
Tweets:
     505


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Moderator
rwang.jpg
R Ray Wang
twitter:
web: http://blog.softwareinsider.org
BIO: Enterprise Strategist and Disruptive Technologies Expert R "Ray" Wang is a founding partner and research analyst for enterprise strategy at Altimeter Group and the author of the popular enterprise software blog "A Software Insider's Point of View". With viewership in the millions of page views a year, his blog provides insight into how disruptive technologies and new business models impact the enterprise. A background in emergi ...more
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  • RT : hey check out today's chat w/ noon ET on SCRM for the enterprise. follow #sm76 www.hashtagsocialmedia.com
    Posted by: - 09/07/2010 11:30:02 AM
  • Curious about Social & how it blends w/ CRM? Is it where the true pot of gold is? Find out w/ in 30 mins. #sm76
    Posted by: - 09/07/2010 11:36:01 AM
  • 30 mins away from today's #socialmedia chat w/ on #SCRM in the enterprise. follow #sm76 noon ET
    Posted by: - 09/07/2010 11:38:01 AM
  • RT : 30 mins away from today's #socialmedia chat w/ on #SCRM in the enterprise. follow #sm76 noon ET
    Posted by: - 09/07/2010 11:39:02 AM
  • 10 minutes until #sm76 with on social CRM. Should be intriguing. Join me?
    Posted by: - 09/07/2010 11:53:02 AM
  • I'm looking forward to this tweetchat. I have some questions and am curious to hear others POV's #sm76
    Posted by: - 09/07/2010 11:55:01 AM
  • Curious about Social & how it blends w/ CRM? or #g20 Is it where the true pot of gold is? Find out w/ in 30 mins. #sm76 #g2s
    Posted by: - 09/07/2010 11:58:02 AM
  • I want to welcome To 2days #socialmedia tweetchat. It's a topic that does not get enough attention #SCRM #enterprise #sm76 #crm
    Posted by: - 09/07/2010 11:59:02 AM
  • RT : Curious about Social & how it blends w/ CRM? or #g20 Is it where the true pot of gold is? Find out w/ in 30 mins. #sm76 #g2s
    Posted by: - 09/07/2010 12:00:04 PM
  • RT : I want to welcome To 2days #socialmedia tweetchat. It's a topic that does not get enough attention #SCRM #enterprise #sm76 #crm
    Posted by: - 09/07/2010 12:01:03 PM
  • Social CRM is not a replacement for CRM efforts. In fact, it's a way to augment them and reach a new audience. #sm76
    Posted by: - 09/07/2010 12:01:03 PM
  • My tweet rate is about to go through the roof - #sm76 with on #scrm
    Posted by: - 09/07/2010 12:01:03 PM
  • The adoption of social media continues to grow exponentially. How are companies taking advantage of this trend to engage or reengage #sm76
    Posted by: - 09/07/2010 12:01:03 PM
  • RT : I want to welcome To 2days #socialmedia tweetchat. It's a topic that does not get enough attention #SCRM #enterprise #sm76 #crm
    Posted by: - 09/07/2010 12:01:03 PM
  • RT : Curious about Social & how it blends w/ CRM? or #g20 Is it where the true pot of gold is? Find out w/ in 30 mins. #sm76 #g2s
    Posted by: - 09/07/2010 12:01:03 PM
  • The kneejerk reaction is 2 fold- 1, wait and see & 2, do the barest of minimums- i.e. create social profiles at FB & Twitter #sm76
    Posted by: - 09/07/2010 12:02:03 PM
  • #SM76 - - not necessarily a new audience, also extends a new channel to existing audience
    Posted by: - 09/07/2010 12:02:03 PM
  • RT : Social CRM is not a replacement for CRM efforts. In fact, it's a way to augment them and reach a new audience. #sm76
    Posted by: - 09/07/2010 12:02:03 PM
  • How has your org embraced some of the basic tools #twitter #facebook #linkedin and included them into their #CRM strategy #scrm #sm76
    Posted by: - 09/07/2010 12:02:03 PM
  • Q1 RT : How has your org embraced some basic tools #twitter #facebook #linkedin and included them into their #CRM strategy #sm76
    Posted by: - 09/07/2010 12:03:03 PM
  • RT : #SM76 - - not necessarily a new audience, also extends a new channel to existing audience // yes!!
    Posted by: - 09/07/2010 12:03:03 PM
  • Many contact management systems / CRMs developing social feeds as additional features. value depends on process within user org. #sm76 #scrm
    Posted by: - 09/07/2010 12:03:03 PM
  • Look fwd 2 learning more RT : Social CRM not replacement for CRM efforts. In fact, it's a way to augment & reach new audience. #sm76
    Posted by: - 09/07/2010 12:03:03 PM
  • Who's more apt to adopt quicker-the audience? or the company? #sm76
    Posted by: - 09/07/2010 12:05:01 PM
  • audience has already adapted, companies are lagging behind. #SM76
    Posted by: - 09/07/2010 12:06:03 PM
  • we often get asked what are the basic components of #scrm. and we often start by saying it moves beyond the "traditional" social tools #sm76
    Posted by: - 09/07/2010 12:06:03 PM
  • #SM76 #SCRM - the audience already adopted the social channels, now the enterprise must join the party
    Posted by: - 09/07/2010 12:06:03 PM
  • depends. but it seems to be ground up these days. RT : Who's more apt to adopt quicker-the audience? or the company? #sm76
    Posted by: - 09/07/2010 12:06:03 PM
  • +1 >> RT : Social CRM is not a replacement for CRM efforts. In fact, it's a way to augment them and reach a new audience. #sm76
    Posted by: - 09/07/2010 12:07:02 PM
  • RT : You can begin with #scrm by starting with the 5M's. Monitoring, Mapping, Management, Middleware, and Measurement. #sm76
    Posted by: - 09/07/2010 12:08:03 PM
  • #5m's are the foundation of #socialcustomer #insights. This is where you determine a baseline #sm76
    Posted by: - 09/07/2010 12:08:03 PM
  • RT : Social CRM not replacement for CRM.I it's a way to augment & reach a new audience. #sm76 | I believe #scrm is superset of #crm
    Posted by: - 09/07/2010 12:08:03 PM
  • existing audience seeing value in #sm to exchange w/ cos #sm76, orgs need to adapt
    Posted by: - 09/07/2010 12:08:03 PM
  • You can begin with #scrm by starting with the 5M's. Monitoring, Mapping, Management, Middleware, and Measurement. #sm76
    Posted by: - 09/07/2010 12:08:03 PM
  • Adoption often goest through a 5 phase cycle. See this link http://bit.ly/cXZS0k #sm76
    Posted by: - 09/07/2010 12:10:01 PM
  • RT : Many CMSs/ CRMs developing social feeds as features. value depends on process within user org. #sm76 #scrm #sm76
    Posted by: - 09/07/2010 12:10:01 PM
  • Q1- while we embrace social media tools, we haven't formally/officially incorporated them into CRM strategy yet. Looking 2 learn more. #sm76
    Posted by: - 09/07/2010 12:10:01 PM
  • also, not only use tools, but adapt organisation to deal with #social customer #sm76
    Posted by: - 09/07/2010 12:10:01 PM
  • RT : Monitoring is about listening to ID your key advocates, the hot topics, audience, and where your competitors compete. #sm76
    Posted by: - 09/07/2010 12:11:03 PM
  • #SM76 #SCRM - it is intimidating if you make it more than what it needs to be. your biz is going in that direction anyways
    Posted by: - 09/07/2010 12:11:03 PM
  • RT : Social CRM is not a replacement for CRM efforts. In fact, it's a way to augment them and reach a new audience. #sm76
    Posted by: - 09/07/2010 12:11:03 PM
  • RT : You can begin with #scrm by starting with the 5M's. Monitoring, Mapping, Management, Middleware, and Measurement. #sm76
    Posted by: - 09/07/2010 12:11:04 PM
  • actionable insights indeed, but need to be organised to take action #scrm #sm76
    Posted by: - 09/07/2010 12:11:04 PM
  • Mapping is about finding relationships, tying them back to an account or prospect, identifying groups or patterns. #sm76 #scrm #5ms
    Posted by: - 09/07/2010 12:11:04 PM
  • my enterprise of (1 employee) uses #ContactZilla - cloud based CMS; will have SM monitoring soon #sm76
    Posted by: - 09/07/2010 12:11:04 PM
  • Hello! Joining it a bit late for #sm76 - what are we talking about? #sm76
    Posted by: - 09/07/2010 12:11:04 PM
  • RT : is dropping some serious knowledge on us over at todays #socialmedia tweetchat. Join us! #scrm #sm76
    Posted by: - 09/07/2010 12:11:04 PM
  • RT : #SM76 #SCRM - the only purpose for SCRM would be to create actionable insights from social content - rest is smoke and mirrors
    Posted by: - 09/07/2010 12:11:04 PM
  • To me, #scrm is intimidating and seems like a tremendous learning curve. #sm76
    Posted by: - 09/07/2010 12:11:04 PM
  • Adapting organization to deal with social customer a must foundation #sm76
    Posted by: - 09/07/2010 12:11:04 PM
    • Load 20 More
Moderator
Curious about Social & how it blends w/ CRM? or #g20 Is it where the true pot of gold is? Find out w/ in 30 mins. #sm76 #g2s
Social CRM is not a replacement for CRM efforts. In fact, it's a way to augment them and reach a new audience. #sm76
The adoption of social media continues to grow exponentially. How are companies taking advantage of this trend to engage or reengage #sm76
How has your org embraced some of the basic tools #twitter #facebook #linkedin and included them into their #CRM strategy #scrm #sm76
we often get asked what are the basic components of #scrm. and we often start by saying it moves beyond the "traditional" social tools #sm76
depends. but it seems to be ground up these days. RT : Who's more apt to adopt quicker-the audience? or the company? #sm76
#5m's are the foundation of #socialcustomer #insights. This is where you determine a baseline #sm76
You can begin with #scrm by starting with the 5M's. Monitoring, Mapping, Management, Middleware, and Measurement. #sm76
Adoption often goest through a 5 phase cycle. See this link http://bit.ly/cXZS0k #sm76
Mapping is about finding relationships, tying them back to an account or prospect, identifying groups or patterns. #sm76 #scrm #5ms
Monitoring is about listening to ID your key advocates, the hot topics, audience, and where your competitors compete. #5m's #scrm #sm76
RT : existing audience seeing value in #sm to exchange w/ cos #sm76, orgs need to adapt
yes. companies are behind. how do we help them get there. #SM76
Middleware - this is about transforming data to actionable information. The geeky but much needed back end stuff #sm76 #scrm #5ms
Management - this is about bringing CRM processes to life. Melding #scrm to sales, support, marketing, customer exp. #sm76 #5ms
Customers have moved. Orgs fallen behind! RT : In #scrm People are ahead, companies are behind - employees are confused #sm76
Measurement - this is about the analytics/ insight that is built for prediction and anticipation that will evolve #sm76 #scrm #5ms
Start with the 5M's and you have a foundation to move into the 18 use cases of SCRM. http://bit.ly/cxgpDW #sm76 #scrm #crm
B2B is harder. let me explain in next tweetRT : RT Curious about whether there is good info on b2b #scrm... #sm76
#b2b issue is that many of the prospects and buyers not yet on #socialmedia tools. #sm76 #crm #scrm
B2C use cases easier to identify at first. but you have to gauge audience's social media adoption b4 determ which use case to choose #sm76
Which is why it is key to conduct the #5ms to see if your aud has made the shift. If so, continue on to the 18 use cases #sm76 #scrm #crm
Y! RT : Are there tools that capture social mentions, auto-update SCRM, detect actionable items and initiate workflow? #sm76
what do you see as other standards that are required in the market? #sm76 #scrm #5ms
on middleware front, we have to standardize api's, but more importantly metadata models #sm76 #scrm #5ms
lifecycle? RT : Chicken and egg with 5M's - no? need to monitor to develop understanding and strategy then back to 5M's #sm76
key influencers are showing up in the space. however if custom is to transact #f2f, this will take time. #b2b #sm76
the tools out there show up in the social media monitoring space think #attensity #scoutlabs #alterian #radian6 #sm76
#scrm. RT : hey whats the topic today! finally im back to #sm #sm76
however, we see the personal adoption incr. so it will bleed over to #b2b. not sure on crossover point, anyone? #scrm #sm76
this will then lead to good ROI. has some good models in the market to help w/ this . #b2b #sm76
exactly. we are building middleware on the fly but it will come to standards and industries over time #sm76 #scrm #5ms
The confusion in the market is that every vendor (no offense folks), sees the potential in #social and has an "offering". #scrm #sm76
employees just want to get their job done in the way that works best for them. #scrm #sm76
Good point. RT : In #scrm People are ahead, companies are behind - employees are confused #sm76 RT
As every vendor builds a linkedin or twitter or facebook integration, that's not #scrm but it's a start to bring linkages. #scrm #sm76
So i can take my contact center app and start monitoring tweets and then engaging them back by linking to a community post #scrm #sm76
#scrm must include the business process tie ins from sales, support, marketing, collaboration, innovation, and customer exp. #sm76 #crm
Hopefully, but at times, it requires a shift in thinking RT : preferably without adding additional work...:) #scrm #sm76
Yes . Cultural shift requires more work. Worker types, Stakeholders., and adoption. See post http://bit.ly/deH422 #sm76
linkedin groups is one area. blogs, facebook pages, will all have conversations in the market. #sm76
Exactly! RT : linkages are just linkages - how you use them turns into #scrm - process and strategy are vital. #sm76
normally CRM failures have led to hesitation. but Punked companies by social media driving boardroom to act #crm #scrm #sm76
RT : Trad CRM is still holding its own as bulk of the market even w/vendor offerings . #scrm is proj. as $1b of $16b #crm #sm76
RT : Make sure that #scrm does not become another silo, data, process nor organizational #sm76
RT : RT : #scrm is 20% tech, the rest is hard work, strategy and planning (HT - ) #sm76
yes. linkedin doese have a great aggregation of #b2b prospects. at times more sellers than buyers though. #sm76
Yes! RT : Promise of #scrm is scalability & integration. Critical for #sm to have deep value to co's, esp enterprises. #sm76
yes. so social media policies, scrm certifications, and an understanding of use cases, analytics, play a key role. #sm76
So when you look at 's punked list http://bit.ly/dzjsX9 Support disasters turn to PR entry points b/c brand at stake #scrm #sm76
#5m's in action.RT : Critical to have #sm part of understanding of what customers value to develop strategy and plans #sm76
Most orgs at the beginning of their journey to #scrm as well as understanding the implications of social. #sm76
MY POV: CRM did a good job of mgmt Okay job w/ cust Lousy job at relationship. we are now reenegaging on relationships #scrm #sm76
the value will also occur in monitoring adjacent industries that you may have upsell/cross sell. #scrm #sm76
Yes in monitoring competitors. RT : Is there any value of #scrm to the enterprise whose customers are not social? #sm76
and... Rapid Social Marketing REsponse (M2). These 3 use cases drive most of inquiries for us . #sm76
The top #scrm use cases we see (aside from #f1 social customer insights). Rapid social response (S2), P2P unpaid armies (S3) and.. #sm76
the value will also occur in monitoring adjacent industries that you may have upsell/cross sell. #scrm #sm76
RT : agree - 4 some reasons most focus is on data integration now - limited value w/o processes #SM76 #SCRM
has a master punked list of those who got caught up in not understanding or mastering Social Media http://bit.ly/1hVb #sm76 #scrm
So the ? is how do you tie #scrm into your CRM strategy? Ask experts like #sm76
yes. we can find out who's a buyer or seller easiily with a set of social media monitoring tools. #scrm #sm76
exacty. RT : Transparency is needed until trust is established. Until the "I will do what I said I would do" is clear #sm76
so the question is how do you shift the tenous connection over to one of trust #sm76
exacty. RT : Transparency is needed until trust is established. Until the "I will do what I said I would do" is clear #sm76
The issue here is customers also don't trust orgs anymore. Orgs have to reestablish trust, reengage, and stop controlling the message. #sm76
cheers. catch you on the next one! #scrm #sm76
Other experts here on the chat #scrm #sm76
When you bring the aspects of #scrm to #g2s #gov2.0 you then get community collaboration. Like crowdsourcing a pothole #sm76
Exactly. we are working out how orgs can reenegage to build trust. people trust people so community is key #scrm #sm76
RT : The answer is simple: engagement. When you engage and humanize the Corp- you build trust. #sm76
RT : #SM76 #SCRM - transparency is not an easy sell to the org mgmt if your strategy depends on it - likely not to get there
When you bring the aspects of #scrm to #g2s #gov2.0 you then get community collaboration. Like crowdsourcing a pothole repair request #sm76
When you bring the aspects of #scrm to #g2s #gov2.0 you then get community collaboration. Like crowdsourcing a pothole request #sm76
Thanks everyone. catch you at the next event #sm76. #scrm
RT : #SM76 #SCRM - don't confuse traditional SLA (service level agreement) with transparency
So join the SCRM Pioneers Group to share information, continue the convo and learn from use cases http://bit.ly/9qcgxL #sm76
Thanks everyone. catch you at the next event #sm76. #scrm