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 : Traditional CRM is still holding its own as the bulk of the market even w/vendor offerings . #scrm is proj. as $1b of $16b #crm #sm76
    Posted by: - 09/07/2010 01:29:03 PM
  • Wow, "as long as they get what they want" is an incredibly slippery slope & orthogonal to values #scrm #sm76
    Posted by: - 09/07/2010 01:28:01 PM
  • RT : U just described :)RT : I can take contact center app, monitor tweets & engage them back by linking 2 community post #sm76
    Posted by: - 09/07/2010 01:25:01 PM
  • RT : Joining way late. Can someone please tell me what the current question is? Thanks #sm76
    Posted by: - 09/07/2010 01:23:01 PM
  • Definitely could get a series of posts from all of these topics: transparency, visibility, authenticity, privacy #sm76
    Posted by: - 09/07/2010 01:21:01 PM
  • thanks Tristan I really appreciate it :) #sm76 questions http://hashtagsocialmedia.com/event/76
    Posted by: - 09/07/2010 01:21:01 PM
  • thanks for great, interesting tweets during #SM76, and thanks to for hosting/moderating/directing/being transparent :)
    Posted by: - 09/07/2010 01:15:02 PM
  • even when we *know* we are being abused we really don't care sometimes. sucks, but true #Facebook #SM76 #SCRM
    Posted by: - 09/07/2010 01:13:01 PM
  • again, I assume kosher biz practices from companies I do biz with until I learn otherwise #SM76 #SCRM
    Posted by: - 09/07/2010 01:10:03 PM
  • RT : Trust resides on a continuum, you either trust a product or co enough to plunk down the cash or you dont! #sm76
    Posted by: - 09/07/2010 01:10:03 PM
  • RT : great work and participants! full transcript here http://hashtagsocialmedia.com/event/76 #sm76
    Posted by: - 09/07/2010 01:09:04 PM
  • agree on company values - part of the trust #sm76
    Posted by: - 09/07/2010 01:09:04 PM
  • the 'blind eye' of the consumer is very purposeful #SM76 #SCRM
    Posted by: - 09/07/2010 01:09:04 PM
  • are those corporate or consumer generated problems though? #SM76 #SCRM
    Posted by: - 09/07/2010 01:08:04 PM
  • you jst might seize being a cus once you know the how; trust might win you a cus but trnsprncy wuld keep the cus. #scrm #SM76 #scrm
    Posted by: - 09/07/2010 01:08:04 PM
  • RT : RT : great session Ray. +1 #scrm #sm76
    Posted by: - 09/07/2010 01:07:03 PM
  • to me what needs to be transparent are a companies values not processes/internal/etc. Ask do actions align with brand values? #sm76
    Posted by: - 09/07/2010 01:07:03 PM
  • It was great to listen to all the #SCRM frontier thinkers today on #sm76
    Posted by: - 09/07/2010 01:07:03 PM
  • great work and participants! full transcript here http://hashtagsocialmedia.com/event/76 #sm76
    Posted by: - 09/07/2010 01:06:03 PM
  • RT : great session Ray. #sm76 #scrm
    Posted by: - 09/07/2010 01:06:03 PM
  • great session Ray. #sm76 #scrm
    Posted by: - 09/07/2010 01:05:03 PM
  • KitKat - i get what i want and i like the product, but i also like orang-utans http://bit.ly/bSFfil #SM76 #SCRM
    Posted by: - 09/07/2010 01:05:03 PM
  • Trust resides on a continuum, you either trust a product or co enough to plunk down the cash or you dont! #sm76
    Posted by: - 09/07/2010 01:04:03 PM
  • do what you say you'll do, provide the #cxp the customer expects, be it in #smm #custservice #sales - nothing new here #sm76
    Posted by: - 09/07/2010 01:03:03 PM
  • Great convo and lots of things to think about - thx for the great chat, all! #sm76
    Posted by: - 09/07/2010 01:03:03 PM
  • Thanks for a great conversation, everyone! Thanks to for moderating / provoking thoughts, for hosting us! #sm76
    Posted by: - 09/07/2010 01:03:03 PM
  • this is part of the trust re:labor - I assume business practices are kosher at the co I do biz with until see/learn more #sm76
    Posted by: - 09/07/2010 01:03:03 PM
  • Thanks to you and to all the participants! Great insights on #scrm. #sm76
    Posted by: - 09/07/2010 01:03:03 PM
  • Thanks everyone for great convo today! #sm76
    Posted by: - 09/07/2010 01:03:03 PM
  • RT : what if it is not an issue, wd like to think #scrm goes beyond issues, no? #sm76 | Depends wt u mean by issue
    Posted by: - 09/07/2010 01:02:03 PM
  • I am not doing any business with the company I cannot trust; but i do now w/o transparency in place #SM76 #SCRM
    Posted by: - 09/07/2010 01:02:03 PM
  • Another Social Media Chat- Thanks and , and everyone else. #sm76
    Posted by: - 09/07/2010 01:02:03 PM
  • No way to be sure, the biggest effects of brand lift, whether from hype or service comes over time #sm76
    Posted by: - 09/07/2010 01:02:03 PM
  • RT : Thanks everyone. catch you at the next event #sm76. #scrm | Thanks Dude!
    Posted by: - 09/07/2010 01:02:03 PM
  • Thanks for hosting & shout outs! #sm76
    Posted by: - 09/07/2010 01:02:03 PM
  • what if the labor used to make the shoes uses unfair labor practices? #sm76
    Posted by: - 09/07/2010 01:02:03 PM
  • many thanks for joining us Ray #sm76 #scrm
    Posted by: - 09/07/2010 01:02:03 PM
  • My view has long been that #scrm is totally anarchistic from the cust POV - we just have to be agile enough to 'get it' #SM76
    Posted by: - 09/07/2010 01:02:03 PM
  • As we wind up this stirring #socialmedia tweetchat with I want to thank him and everyone else for Brining it!#sm76
    Posted by: - 09/07/2010 01:02:03 PM
  • don't believe the hype :) Good PR move, but below the line P&L? Not so sure #sm76
    Posted by: - 09/07/2010 01:02:03 PM
  • Thanks everyone. catch you at the next event #sm76. #scrm
    Posted by: - 09/07/2010 01:02:03 PM
  • what if it is not an issue, would like to think #scrm goes beyond issues, no? #sm76
    Posted by: - 09/07/2010 01:01:04 PM
  • RT : When we focus the convo around nebulous themes like transparency + authenticity we begin to dilute the value of #SCRM #sm76
    Posted by: - 09/07/2010 01:01:04 PM
  • give me an example re:trust/transparency -I ordered shoes/got what I ordered;do I care how they do fulfillment?:) #SM76 #SCRM
    Posted by: - 09/07/2010 01:01:04 PM
  • RT : #SM76 #SCRM - don't confuse traditional SLA (service level agreement) with transparency
    Posted by: - 09/07/2010 01:01:04 PM
  • Signing off folks... Special thanks to for QB'ing #sm76 (and thx for the shout out too)
    Posted by: - 09/07/2010 01:01:04 PM
  • Comcast bought that snack and it turned out to be superfood! #sm76
    Posted by: - 09/07/2010 01:01:04 PM
  • #SM76 #SCRM - trust is needed, but built over time. transparency is not necessary, but helps some to few who embrace it
    Posted by: - 09/07/2010 01:01:04 PM
  • Example: Do not say "thanks for the feedback" if you do not really mean it, and will never end up in product --> broken trust #sm76
    Posted by: - 09/07/2010 01:01:04 PM
  • RT : yeah but a transparent exp is part of getting what you want, no? #sm76 | I just want issues solved
    Posted by: - 09/07/2010 01:01:04 PM
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Moderator
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
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
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
cheers. catch you on the next one! #scrm #sm76
Other experts here on the chat #scrm #sm76
The issue here is customers also don't trust orgs anymore. Orgs have to reestablish trust, reengage, and stop controlling the message. #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
yes. we can find out who's a buyer or seller easiily with a set of social media monitoring tools. #scrm #sm76
So the ? is how do you tie #scrm into your CRM strategy? Ask experts like #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
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
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
Most orgs at the beginning of their journey to #scrm as well as understanding the implications of social. #sm76
#5m's in action.RT : Critical to have #sm part of understanding of what customers value to develop strategy and plans #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
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
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
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
linkedin groups is one area. blogs, facebook pages, will all have conversations in the market. #sm76
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
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
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
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
The confusion in the market is that every vendor (no offense folks), sees the potential in #social and has an "offering". #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
#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
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
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
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
#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
B2B is harder. let me explain in next tweetRT : RT Curious about whether there is good info on b2b #scrm... #sm76
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
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
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
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
Adoption often goest through a 5 phase cycle. See this link http://bit.ly/cXZS0k #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
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
How has your org embraced some of the basic tools #twitter #facebook #linkedin and included them into their #CRM strategy #scrm #sm76
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
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