Social CRM Virtual Summit

[#1]

Chat with two of the social CRM industry's top experts, Forrester Social CRM analyst, Dr Natalie and CEO/Co-Founder of Lithium Technologies, Lyle Fong.

Ask them a question here and we'll make sure we pose it to them on Nov 11th.

[#2]

Scheduled Chat -2. Industry Trends and Direction, Natalie Petouhoff (Forrester Research) and Lyle Fong (Lithium).  All times shown in PDT

[ 11/11/2009 05:45:50 AM]	Paul.Gilliham (Lithium):	Welcome to the chat session. I’m Paul Gilliham, Director of Customer Marketing at Lithium, and I’ll be the moderator for the next half an hour.
[ 11/11/2009 05:46:03 AM]	Paul.Gilliham (Lithium):	With us we have Lyle Fong, Founder and CEO of Lithium Technologies (and sponsor of today’s Virtual Summit) and Dr Natalie Petouhoff, Senior Analyst at Forrester Research.
[ 11/11/2009 05:46:19 AM]	Paul.Gilliham (Lithium):	Prior to starting Lithium a decade ago, Lyle was co-founder and CTO of GX Media and Gamers.com, the #1 Nielsen-rated gaming site.Dr Natalie is well known in the industry for her work on CRM, customer experience, customer service, social media and of course the topic we’re all here to talk about, Social CRM, in fact she’s been quoted so much recently on the topic, you may have seen her referred to as ‘the Queen of Social CRM’.
[ 11/11/2009 05:46:40 AM]	Paul.Gilliham (Lithium):	Welcome to the session Dr Natalie, Lyle. Great to have you here.
[ 11/11/2009 05:46:56 AM]	Lyle.Fong (Lithium):	Good morning everyone!
[ 11/11/2009 05:47:38 AM]	Paul.Gilliham (Lithium):	Today we’re going to be talking about ‘industry trends and direction’ and we have two distinct viewpoints to draw on. Lyle has a view from the trenches so to speak, and Dr Natalie has the benefit of being an observer and analyst.
[ 11/11/2009 05:47:57 AM]	Paul.Gilliham (Lithium):	Okay, before we kick off here, I wanted to set some ground rules for the session. We have 30mins, for open discussion and Q&A. We will field as many questions as we can. I will prefix a topic with [QUESTION] so it’s clear when we have a new topic and I’ll remind us when we have 10 and 5 mins left in the session.
[ 11/11/2009 05:49:11 AM]	Natalie.Petouhoff (ForresterResearch):	Hi Dr Natalie here
[ 11/11/2009 05:49:19 AM]	Paul.Gilliham (Lithium):	Following the session, we’ll post the transcript to the Lithosphere (lithosphere.lithium.com) our online user community, and we’ll also post any unanswered questions and follow up in there.So to start things off – I’ll tee up an easy one.
[ 11/11/2009 05:49:30 AM]	Paul.Gilliham (Lithium):	[QUESTION] Many people attending today are getting immersed in Social CRM for the first time, and there are lots of definitions… for those people, what is Social CRM really about?
[ 11/11/2009 05:49:43 AM]	Paul.Gilliham (Lithium):	Dr Natalie - perhaps you could take this
[ 11/11/2009 05:49:57 AM]	Natalie.Petouhoff (ForresterResearch):	Sure! that's a good question- what is social CRM...
[ 11/11/2009 05:50:27 AM]	Natalie.Petouhoff (ForresterResearch):	depends on how you define CRM- Forrester point of view is that it is the whole customer experience- marketing, sales, service and order management/fulfillment
[ 11/11/2009 05:51:07 AM]	Natalie.Petouhoff (ForresterResearch):	so that is traditional CRM- now we add the social aspect. Social to us is when companies are activity engaging and responding to feedback from customers and employees and making changes as a reult
[ 11/11/2009 05:51:37 AM]	Paul.Gilliham (Lithium):	[QUESTION] With that said - Social CRM is a term that hasn't been around very long. Where are we in terms of the maturity of the Social CRM marketplace?
[ 11/11/2009 05:51:58 AM]	Natalie.Petouhoff (ForresterResearch):	As far as maturity- we are in kindergarten
[ 11/11/2009 05:52:28 AM]	Natalie.Petouhoff (ForresterResearch):	we are all learning what the guys that wrote the ClueTrain Manifesto meant when they said
[ 11/11/2009 05:52:45 AM]	Natalie.Petouhoff (ForresterResearch):	some day there will be a time when the enterprises will control as they know it and
[ 11/11/2009 05:52:50 AM]	Lyle.Fong (Lithium):	I agree, I think it's very early still. However, it's been a natural evolution from where we saw community and social media a year ago.
[ 11/11/2009 05:52:56 AM]	Paul.Gilliham (Lithium):	• [QUESTION] How does my company determine whether or not we’re doing Social CRM? I mean, we are doing social, we have a CRM system. Does that make us an “implementer of Social CRM”?
[ 11/11/2009 05:53:04 AM]	Natalie.Petouhoff (ForresterResearch):	the customer / employee will be in the power position
[ 11/11/2009 05:53:30 AM]	Natalie.Petouhoff (ForresterResearch):	Social starts with listening- monitoring- assessing what customers and employees are saying
[ 11/11/2009 05:53:53 AM]	Natalie.Petouhoff (ForresterResearch):	I often suggest that people duct tape their hands to their desk- because if you are a company
[ 11/11/2009 05:54:09 AM]	Natalie.Petouhoff (ForresterResearch):	you will have things being said about you - and many may not be nice- count on it
[ 11/11/2009 05:55:06 AM]	Natalie.Petouhoff (ForresterResearch):	Once you have done a couple months of monitoring, then you are ready to do an AS IS and COULD BE assessment of your traditional CRM systems and
[ 11/11/2009 05:55:45 AM]	Natalie.Petouhoff (ForresterResearch):	then you will want learn enough about social CRM to begin to see how you would apply the social part (feedback and interaction) with employees and customers
[ 11/11/2009 05:56:11 AM]	Natalie.Petouhoff (ForresterResearch):	then the fun begins- you'll probably find that most of the issues your company have- the bad comments in the cloud are related to
[ 11/11/2009 05:56:13 AM]	Paul.Gilliham (Lithium):	[INFO] if anyone would like to pose a question, please just let us know
[ 11/11/2009 05:56:16 AM]	Mark Hopkins (Lenovo):	Where to do recommend companies start integration, on marketing / sales or service side first? I guess it depends on the company, but I'm interested in what you are finding...
[ 11/11/2009 05:56:27 AM]	Natalie.Petouhoff (ForresterResearch):	the poor systems you've already implemented- especially in customer service
[ 11/11/2009 05:56:41 AM]	Paul.Gilliham (Lithium):	Dr Natalie - how about you take this?
[ 11/11/2009 05:56:47 AM]	Natalie.Petouhoff (ForresterResearch):	Well. that is an interesting debate in most companies
[ 11/11/2009 05:56:59 AM]	Natalie.Petouhoff (ForresterResearch):	Social started in most companies in PR or marketing- they were listening
[ 11/11/2009 05:57:04 AM]	Natalie.Petouhoff (ForresterResearch):	they got social first
[ 11/11/2009 05:57:21 AM]	Natalie.Petouhoff (ForresterResearch):	but my observation is that when customer service leads the customer social interaction
[ 11/11/2009 05:57:33 AM]	Natalie.Petouhoff (ForresterResearch):	the data that is obtained is the gold to transform the company
[ 11/11/2009 05:57:46 AM]	Natalie.Petouhoff (ForresterResearch):	no one is saying in the cloud- you are sending me too many marketing messages
[ 11/11/2009 05:57:59 AM]	Natalie.Petouhoff (ForresterResearch):	they are saying your customer service and products suck
[ 11/11/2009 05:58:08 AM]	Natalie.Petouhoff (ForresterResearch):	and customer service has no choice but to respond...
[ 11/11/2009 05:58:14 AM]	Aurele.Langevin:	Dr Nathalie, who should be leading the "social interaction", is it the company or the "customer" ?
[ 11/11/2009 05:58:38 AM]	Natalie.Petouhoff (ForresterResearch):	what i've seen is that those brave souls in customer service that do lead it - and use the data at the executive level to get their attention
[ 11/11/2009 05:59:03 AM]	Natalie.Petouhoff (ForresterResearch):	they not only get promotions, they end up leading the whole company through major change initiatives
[ 11/11/2009 05:59:08 AM]	Aurele.Langevin:	but then it will come to the company to try to lead the interaction, isn't it ?
[ 11/11/2009 05:59:29 AM]	Natalie.Petouhoff (ForresterResearch):	the customer or the company- I think the customer is already leading and the company is in a position of having to react
[ 11/11/2009 05:59:41 AM]	Paul.Gilliham (Lithium):	[QUESTION] What are the benefits of connecting our community applications to traditional CRM? Lyle, perhaps you can take this?
[ 11/11/2009 05:59:50 AM]	Aurele.Langevin:	so, for you, is there a limit that should be applied from a company in their "social interaction" ?
[ 11/11/2009 06:00:17 AM]	Lyle.Fong (Lithium):	At the highest level, connecting to CRM allows companies to have a single unified view of the customer
[ 11/11/2009 06:00:38 AM]	Natalie.Petouhoff (ForresterResearch):	I think it depends on the company- some are completely hands off- others are very involved.
[ 11/11/2009 06:00:50 AM]	Lyle.Fong (Lithium):	but there are other benefits such as the ability to tie community questions into the call center
[ 11/11/2009 06:01:02 AM]	Natalie.Petouhoff (ForresterResearch):	I think those that "get" social will be VERY invovled and it will become the way business is done
[ 11/11/2009 06:01:31 AM]	Aurele.Langevin:	thank you.
[ 11/11/2009 06:01:33 AM]	Lyle.Fong (Lithium):	so the customer experience can be maintained regardless of what channel they use to interact
[ 11/11/2009 06:01:39 AM]	Paul.Gilliham (Lithium):	[TIME CHECK] 15mins remaining
[ 11/11/2009 06:02:37 AM]	Paul.Gilliham (Lithium):	[QUESTION] Who should take the initiative to start the Social CRM activities at my company (marketing or support) and why?
[ 11/11/2009 06:02:47 AM]	Paul.Gilliham (Lithium):	Dr Natalie - what's your take
[ 11/11/2009 06:03:13 AM]	Natalie.Petouhoff (ForresterResearch):	Well I know my counterparts in marketing won't like this answer... but I do see Customer Service starting and leading
[ 11/11/2009 06:03:40 AM]	Natalie.Petouhoff (ForresterResearch):	If marketing could have had a transformational affect- it would have already happened
[ 11/11/2009 06:04:29 AM]	Natalie.Petouhoff (ForresterResearch):	Marketing doesn't tend to interact with the rest of the company- they have had data for several years and did not take the position of integrating the data to other departments
[ 11/11/2009 06:04:47 AM]	Natalie.Petouhoff (ForresterResearch):	Customer service is doing exactly that and companies have completely reinvented themselves
[ 11/11/2009 06:05:00 AM]	Natalie.Petouhoff (ForresterResearch):	iRobot, ACT! Software, Linksys
[ 11/11/2009 06:05:01 AM]	Lyle.Fong (Lithium):	In our customer base, we've definitely seen a 50/50 split in terms of who leads the initiative.
[ 11/11/2009 06:05:27 AM]	Natalie.Petouhoff (ForresterResearch):	At Intuit, Kira is combining customer service and marketing- she's in marketing- but
[ 11/11/2009 06:05:40 AM]	Natalie.Petouhoff (ForresterResearch):	she's not your typical marketer. She was one of the first marketers
[ 11/11/2009 06:05:44 AM]	Paul.Gilliham (Lithium):	[TIME CHECK] 10 mins remaining - if you have a question please let us know!
[ 11/11/2009 06:05:57 AM]	Natalie.Petouhoff (ForresterResearch):	that went out into the cloud with the message "I'm sorry, how can we help?"
[ 11/11/2009 06:06:02 AM]	Lyle.Fong (Lithium):	I think earlier in the evolution, it was more support driven as there were hard objectives they needed to solve. But now, we're seeing more marketing organizations realize they need to take ownership of it.
[ 11/11/2009 06:06:50 AM]	Paul.Gilliham (Lithium):	[QUESTION] Dr Natalie you mentioned a couple of companies there - Who are some of the visionary companies that exemplify a Social CRM deployment?
[ 11/11/2009 06:07:18 AM]	Natalie.Petouhoff (ForresterResearch):	Intuit started their social interactions 5 years ago.
[ 11/11/2009 06:07:44 AM]	Natalie.Petouhoff (ForresterResearch):	They are truly a leader. Intel has created programs - not just social CRM, but also
[ 11/11/2009 06:07:59 AM]	Natalie.Petouhoff (ForresterResearch):	Enterprise 2.0 - meaning employee feedback
[ 11/11/2009 06:08:48 AM]	Natalie.Petouhoff (ForresterResearch):	Comcast has had to transform itself with respect to customer service- Youtube videos on technicians sleeping on customer's couches will do that
[ 11/11/2009 06:09:37 AM]	Natalie.Petouhoff (ForresterResearch):	I got to meet Dave Carroll - the guy that United broke his guitar- see youtube video
[ 11/11/2009 06:09:52 AM]	Natalie.Petouhoff (ForresterResearch):	he was at a conference I was at-- get this!! UNITED Lost his bags on the way to this
[ 11/11/2009 06:10:03 AM]	Natalie.Petouhoff (ForresterResearch):	customer service/CRM/ social media conference
[ 11/11/2009 06:10:10 AM]	Lyle.Fong (Lithium):	that's horrible..
[ 11/11/2009 06:10:17 AM]	Natalie.Petouhoff (ForresterResearch):	If Dave was my customer- his name would flash alarms in my database
[ 11/11/2009 06:10:25 AM]	Natalie.Petouhoff (ForresterResearch):	and I would make sure he was in first class
[ 11/11/2009 06:10:45 AM]	Natalie.Petouhoff (ForresterResearch):	and I would hand carry his bags... social has affect United's market position- but we don't
[ 11/11/2009 06:11:05 AM]	Natalie.Petouhoff (ForresterResearch):	see them responding much- they only push out marketing messages in twitter
[ 11/11/2009 06:11:09 AM]	Paul.Gilliham (Lithium):	[TIME CHECK] okay we have 5 mins left - any more questions?
[ 11/11/2009 06:11:57 AM]	Aurele.Langevin:	thank you
[ 11/11/2009 06:12:05 AM]	Deborah.Haas:	what do you find to be best practice in staffing 24/7 support for social crm?
[ 11/11/2009 06:12:27 AM]	Paul.Gilliham (Lithium):	[QUESTION] Lyle, can you this?
[ 11/11/2009 06:13:00 AM]	Lyle.Fong (Lithium):	What we recommend in the long term is to build a strong enough user base such that your users are the ones who ultimately provide 24/7 support for the community
[ 11/11/2009 06:13:00 AM]	Natalie.Petouhoff (ForresterResearch):	Staffing is a big question... If you have grat social analytics- it helps with the staffing issue-
[ 11/11/2009 06:13:12 AM]	Natalie.Petouhoff (ForresterResearch):	because you are monitoring in an organized and automated way
[ 11/11/2009 06:13:24 AM]	Deborah.Haas:	interesting...as you build what do you recommend?
[ 11/11/2009 06:13:30 AM]	Natalie.Petouhoff (ForresterResearch):	most companies do monitoring by hand... but it is work
[ 11/11/2009 06:13:43 AM]	Lyle.Fong (Lithium):	but until the community gets to critical mass to get there, oftentimes employees or support agents have to manage
[ 11/11/2009 06:14:04 AM]	Natalie.Petouhoff (ForresterResearch):	Omniture, Visible Technologies, Buzz, Radian6
[ 11/11/2009 06:14:24 AM]	Natalie.Petouhoff (ForresterResearch):	those are great monitoring applications
[ 11/11/2009 06:14:37 AM]	Deborah.Haas:	thank you
[ 11/11/2009 06:14:51 AM]	Paul.Gilliham (Lithium):	That’s time folks. Thanks to everyone for their questions.
[ 11/11/2009 06:15:10 AM]	Lyle.Fong (Lithium):	thank you Dr Natalie for your great insights
[ 11/11/2009 06:15:14 AM]	Lyle.Fong (Lithium):	thanks everyone for attending..
[ 11/11/2009 06:15:21 AM]	Paul.Gilliham (Lithium):	If you have more questions you can post them to Lithosphere and we'll pose them to Dr Natalie and Lyle in our next session
[ 11/11/2009 06:15:28 AM]	Paul.Gilliham (Lithium):	[INFO] The transcript of this event will be available in the Social CRM Virtual Summit board of Lithosphere http://lithosphere.lithium.com/t5/Social-CRM-Virtual-Summit/bd-p/VSCRM-2009-11-11 ) a little later today.
[ 11/11/2009 06:15:42 AM]	Paul.Gilliham (Lithium):	Thank you all – enjoy the rest of the event!
[ 11/11/2009 06:15:48 AM]	Natalie.Petouhoff (ForresterResearch):	thanks for tuning in!

[#3]

Social CRM Virtual Summit

Scheduled Chat -2. Industry Trends and Direction, Natalie Petouhoff (Forrester Research) and Lyle Fong (Lithium).

[ 11/11/2009 10:46:32 AM]	Paul.Gilliham (Lithium):	Welcome to the chat session. I’m Paul Gilliham, Director of Customer Marketing at Lithium, and I’ll be the moderator for the next half an hour.
[ 11/11/2009 10:47:03 AM]	Paul.Gilliham (Lithium):	With us we have Lyle Fong, Founder and CEO of Lithium Technologies (and sponsor of today’s Virtual Summit) and Dr Natalie Petouhoff, Senior Analyst at Forrester Research. Prior to starting Lithium a decade ago, Lyle was co-founder and CTO of GX Media and Gamers.com, the #1 Nielsen-rated gaming site.
[ 11/11/2009 10:47:18 AM]	Paul.Gilliham (Lithium):	Dr Natalie is well known in the industry for her work on CRM, customer experience, customer service, social media and of course the topic we’re all here to talk about, Social CRM, in fact she’s been quoted so much recently on the topic, you may have seen her referred to as ‘the Queen of Social CRM’.
[ 11/11/2009 10:47:28 AM]	Paul.Gilliham (Lithium):	Welcome to the session Dr Natalie, Lyle. Great to have you here.
[ 11/11/2009 10:47:39 AM]	Natalie.Petouhoff (ForresterResearch):	hi Drnatalie here!
[ 11/11/2009 10:47:40 AM]	Lyle.Fong (Lithium):	hi everyone!
[ 11/11/2009 10:47:47 AM]	Paul.Gilliham (Lithium):	Today we’re going to be talking about ‘industry trends and direction’ and we have two distinct viewpoints to draw on. Lyle has a view from the trenches so to speak, and Dr Natalie has the benefit of being an observer and analyst.
[ 11/11/2009 10:47:57 AM]	Paul.Gilliham (Lithium):	Okay, before we kick off here, I wanted to set some ground rules for the session. We have 30mins, for open discussion and Q&A. We will field as many questions as we can. I will prefix a topic with [QUESTION] so it’s clear when we have a new topic and I’ll remind us when we have 10 and 5 mins left in the session.
[ 11/11/2009 10:47:59 AM]	Lyle.Fong (Lithium):	thank you dr natalie for joining us
[ 11/11/2009 10:48:05 AM]	Paul.Gilliham (Lithium):	Following the session, we’ll post the transcript to the Lithosphere (lithosphere.lithium.com) our online user community, and we’ll also post any unanswered questions and follow up in there.
[ 11/11/2009 10:48:08 AM]	Natalie.Petouhoff (ForresterResearch):	thanks for having me!
[ 11/11/2009 10:48:27 AM]	Paul.Gilliham (Lithium):	Okay - are you both ready to roll?
[ 11/11/2009 10:48:31 AM]	Natalie.Petouhoff (ForresterResearch):	yep
[ 11/11/2009 10:48:35 AM]	Paul.Gilliham (Lithium):	So to start things off – I’ll tee up an easy one.
[ 11/11/2009 10:48:53 AM]	Paul.Gilliham (Lithium):	[QUESTION] Dr Natalie Many people attending today are getting immersed in Social CRM for the first time, and there are lots of definitions… for those people, what is Social CRM really about?
[ 11/11/2009 10:49:25 AM]	Natalie.Petouhoff (ForresterResearch):	Yes- that's the case- languaging is a key cause of misunderstanding what most of these things are
[ 11/11/2009 10:49:38 AM]	Natalie.Petouhoff (ForresterResearch):	CRM suffers from that- is it a strategy, a technology, a theory
[ 11/11/2009 10:49:58 AM]	Natalie.Petouhoff (ForresterResearch):	from my point of view social= interacting with customers and employees -
[ 11/11/2009 10:50:06 AM]	Natalie.Petouhoff (ForresterResearch):	giving and recieving feedback
[ 11/11/2009 10:50:24 AM]	Natalie.Petouhoff (ForresterResearch):	so you take your traditional CRM= marketing, sales, service, orderfulliment -
[ 11/11/2009 10:50:37 AM]	Natalie.Petouhoff (ForresterResearch):	and add a social interaction component to each of those
[ 11/11/2009 10:51:01 AM]	Paul.Gilliham (Lithium):	[QUESTION] So with that said where are we in terms of the maturity of the Social CRM marketplace?
[ 11/11/2009 10:51:18 AM]	Natalie.Petouhoff (ForresterResearch):	kindergarten- baby steps- we are all learning this together-
[ 11/11/2009 10:51:27 AM]	Natalie.Petouhoff (ForresterResearch):	customers, analysts, vendors- but the great thing is
[ 11/11/2009 10:51:40 AM]	Joe.Eisner (Genesys):	Natalie, what is your view on open comm/collab platforms like Google Wave as a customer service channel in some sense similar to Lithium but also different in the sense that the ongoing discussions are part of the end-user's domain rather than something you have to be pulled into at the enterprise's domain? Also, you can involve 3rd party contributors to the discussion when it's not within a walled-garden.
[ 11/11/2009 10:51:46 AM]	Natalie.Petouhoff (ForresterResearch):	is that we are interacting with each other in new ways- and that is transforming social CRM - an
[ 11/11/2009 10:52:07 AM]	Natalie.Petouhoff (ForresterResearch):	and companies are not making the same mistakes as we did with CRM deployments
[ 11/11/2009 10:52:09 AM]	Lyle.Fong (Lithium):	I do think it's still in its infancy, but nonetheless, the benefits companies are seeing has been very inspiring
[ 11/11/2009 10:52:46 AM]	Natalie.Petouhoff (ForresterResearch):	On the 3rd party contributors - YES!!!
[ 11/11/2009 10:53:09 AM]	Natalie.Petouhoff (ForresterResearch):	they are a super necessary part of the equation - its where customer service costs are lower
[ 11/11/2009 10:53:23 AM]	Natalie.Petouhoff (ForresterResearch):	its the secret sauce to online communities, but you HAVE TO engage
[ 11/11/2009 10:53:52 AM]	Natalie.Petouhoff (ForresterResearch):	and enroll and inspire them- and the software platform has to do that- ranking, voting without gaming the results
[ 11/11/2009 10:54:32 AM]	Lyle.Fong (Lithium):	Joe: Patrick in our product group has been thinking about Google Wave and would be the best person to direct that question to
[ 11/11/2009 10:54:51 AM]	Paul.Gilliham (Lithium):	[QUESTION] So Dr Natalie, what’s happening to consumer’s that’s caused us to develop a Social CRM category?
[ 11/11/2009 10:54:57 AM]	Natalie.Petouhoff (ForresterResearch):	The Google Wave is one of many ways companies can participate- depends on what you want to do
[ 11/11/2009 10:55:14 AM]	Natalie.Petouhoff (ForresterResearch):	Consumer are mad as hell and they are not gonna take it anymore
[ 11/11/2009 10:55:22 AM]	Natalie.Petouhoff (ForresterResearch):	in the old days they would tell 10-20 people
[ 11/11/2009 10:55:33 AM]	Natalie.Petouhoff (ForresterResearch):	today they tell millions- its the power of one to many
[ 11/11/2009 10:55:51 AM]	Natalie.Petouhoff (ForresterResearch):	check out youtube videos on comcast technician sleeping on customer couch
[ 11/11/2009 10:56:02 AM]	Natalie.Petouhoff (ForresterResearch):	or united broke my guitars
[ 11/11/2009 10:56:20 AM]	Natalie.Petouhoff (ForresterResearch):	there are over 100 companies using Twitter as a customer service interaction channel
[ 11/11/2009 10:56:40 AM]	Natalie.Petouhoff (ForresterResearch):	not to resolve the issue, but to say we heard you and then take it into traditional channels
[ 11/11/2009 10:56:58 AM]	Paul.Gilliham (Lithium):	[QUESTION] How does my company determine whether or not we’re doing Social CRM? I mean, we are doing social, we have a CRM system. Does that make us an “implementer of Social CRM”?
[ 11/11/2009 10:57:45 AM]	Natalie.Petouhoff (ForresterResearch):	good question. Most of the issues customers are complaining about in the cloud are related to poorly deployed CRM and customer service apps/strategies
[ 11/11/2009 10:58:06 AM]	Lyle.Fong (Lithium):	I think the key there is to tie social with CRM, so companies can have 1 unified view of their customers, and manage their social interactions with more established workflow where it makes sense
[ 11/11/2009 10:58:06 AM]	Natalie.Petouhoff (ForresterResearch):	so if you keep doing the same thing and except different results... that's insane
[ 11/11/2009 10:58:24 AM]	Natalie.Petouhoff (ForresterResearch):	the key to social is - are you open to feedback from customers and employees?
[ 11/11/2009 10:58:36 AM]	Natalie.Petouhoff (ForresterResearch):	how are you engaging with customers and employees?
[ 11/11/2009 10:58:38 AM]	Natalie.Petouhoff (ForresterResearch):	that
[ 11/11/2009 10:58:40 AM]	Natalie.Petouhoff (ForresterResearch):	that'
[ 11/11/2009 10:58:42 AM]	Natalie.Petouhoff (ForresterResearch):	that
[ 11/11/2009 10:58:44 AM]	Natalie.Petouhoff (ForresterResearch):	sorry!
[ 11/11/2009 10:58:49 AM]	Natalie.Petouhoff (ForresterResearch):	that's the jist of it
[ 11/11/2009 10:58:53 AM]	Lyle.Fong (Lithium):	haha
[ 11/11/2009 10:58:57 AM]	Paul.Gilliham (Lithium):	[QUESTION] What are the benefits of connecting our community applications to traditional CRM? Lyle, perhaps you can take this?
[ 11/11/2009 10:59:01 AM]	Lyle.Fong (Lithium):	sure
[ 11/11/2009 10:59:06 AM]	Natalie.Petouhoff (ForresterResearch):	now you just need technology to enable the interactions
[ 11/11/2009 10:59:28 AM]	Lyle.Fong (Lithium):	besides a unified view, companies can also ensure a great customer experience by escalating unanswered questions into the support call centers
[ 11/11/2009 11:00:21 AM]	Lyle.Fong (Lithium):	its also helpful in measuring the true value of the community by comparing spend between community and non-community members via sfa
[ 11/11/2009 11:00:28 AM]	Jaipal.Gangapuram:	just to add: can share knowledge base solutions with customers..esp..know problems
[ 11/11/2009 11:00:29 AM]	Paul.Gilliham (Lithium):	[TIME CHECK] about 15 mins to go folks. if you have a question please just jump in.
[ 11/11/2009 11:00:37 AM]	Lyle.Fong (Lithium):	absolutely!
[ 11/11/2009 11:00:43 AM]	Natalie.Petouhoff (ForresterResearch):	you need to provide federated search - for the agents and self-service for KM to be valid - draw the answers from the community
[ 11/11/2009 11:01:03 AM]	Joe.Eisner (Genesys):	what's your view on the new Google sidewikis? It seems like it could become a major new trend
[ 11/11/2009 11:01:27 AM]	Lyle.Fong (Lithium):	should ask Patrick to step in here.. haha
[ 11/11/2009 11:01:32 AM]	Natalie.Petouhoff (ForresterResearch):	I foresee KM vendors (NOT ECM) playing a big part in providing better search in community answers and using them in traditional channels
[ 11/11/2009 11:02:11 AM]	Lyle.Fong (Lithium):	Joe, patrick says he's manning the booth if u wanna chat with him. hehe
[ 11/11/2009 11:02:42 AM]	Paul.Gilliham (Lithium):	[QUESTION] So with that said who should own the Social CRM initiative at my company (marketing or support) and why?
[ 11/11/2009 11:02:50 AM]	Paul.Gilliham (Lithium):	Dr Natalie could you take this?
[ 11/11/2009 11:03:06 AM]	Natalie.Petouhoff (ForresterResearch):	sure!
[ 11/11/2009 11:03:16 AM]	A. Prem (Cognizant):	http://j.mp/scrmown has a LOT of discussion around who should own
[ 11/11/2009 11:03:19 AM]	Natalie.Petouhoff (ForresterResearch):	depends on what the company wants to do
[ 11/11/2009 11:03:49 AM]	Natalie.Petouhoff (ForresterResearch):	if you want to reinvent and transform how you do business, innovate new products, reduce cost of engineering
[ 11/11/2009 11:03:57 AM]	Natalie.Petouhoff (ForresterResearch):	then I think customer service should- because
[ 11/11/2009 11:04:13 AM]	Natalie.Petouhoff (ForresterResearch):	they are in the trenches talking -interacting with customers
[ 11/11/2009 11:04:29 AM]	Natalie.Petouhoff (ForresterResearch):	customers are not complaining in the cloud that marketing is sending too many email messages
[ 11/11/2009 11:04:38 AM]	Natalie.Petouhoff (ForresterResearch):	they are saying your company, products and services suck
[ 11/11/2009 11:04:50 AM]	Natalie.Petouhoff (ForresterResearch):	if you don't believe me- go to google and search
[ 11/11/2009 11:04:58 AM]	Natalie.Petouhoff (ForresterResearch):	on your company name + suck
[ 11/11/2009 11:05:17 AM]	Natalie.Petouhoff (ForresterResearch):	if marketing was gonna provide a transformative role, they would have done it
[ 11/11/2009 11:05:27 AM]	Natalie.Petouhoff (ForresterResearch):	companies that have marketing lead- know alot of sentiment
[ 11/11/2009 11:05:42 AM]	Natalie.Petouhoff (ForresterResearch):	but did they give the feedback to all the departments and create
[ 11/11/2009 11:05:49 AM]	Paul.Gilliham (Lithium):	[QUESTION] So who then are some of the visionary customers that exemplify a Social CRM engagement that we can learn from
[ 11/11/2009 11:05:50 AM]	Lyle.Fong (Lithium):	i do think marketers are getting more sophisticated about this though, and more and more are leading the charge vs support
[ 11/11/2009 11:06:16 AM]	Natalie.Petouhoff (ForresterResearch):	a multidisciplinary team to correct things? probably not. but that's the role customer service is currently playing
[ 11/11/2009 11:06:30 AM]	Natalie.Petouhoff (ForresterResearch):	and those customer service directors are getting promotions
[ 11/11/2009 11:06:47 AM]	Natalie.Petouhoff (ForresterResearch):	examples are ACT! Software- customer service lead
[ 11/11/2009 11:06:54 AM]	Paul.Gilliham (Lithium):	[TIME CHECK] just under 10mins to go
[ 11/11/2009 11:07:00 AM]	Ronn.Irving:	there obviously is a generational skew on who is using SCRM. My kids are growing up with it. Do you see this changing? If so, how?
[ 11/11/2009 11:07:17 AM]	Natalie.Petouhoff (ForresterResearch):	they took the feedback, the CEO got involved and they have completed changed their product dev path per customer feedback
[ 11/11/2009 11:07:28 AM]	Lyle.Fong (Lithium):	A lot of folks in this room and this conference are really leading the way also.. folks like Juniper, Lenovo, HP
[ 11/11/2009 11:07:40 AM]	Natalie.Petouhoff (ForresterResearch):	iRobot- MaryEllen- the CEO put her in charge of the social transformation of the company
[ 11/11/2009 11:07:51 AM]	Natalie.Petouhoff (ForresterResearch):	as the customer service director she was answering the cloud issues
[ 11/11/2009 11:08:04 AM]	Lyle.Fong (Lithium):	Ronn: I do see it moving up. the fastest growing group on facebook are actually folks 35+
[ 11/11/2009 11:08:14 AM]	Natalie.Petouhoff (ForresterResearch):	what she learned she shared with marketing, sales, engineering and they have reinvented the company
[ 11/11/2009 11:08:47 AM]	Natalie.Petouhoff (ForresterResearch):	the stats at first were that kids were using social media
[ 11/11/2009 11:09:02 AM]	Natalie.Petouhoff (ForresterResearch):	now you look at the stats- old people- like me- 40ish are using it
[ 11/11/2009 11:09:04 AM]	Natalie.Petouhoff (ForresterResearch):	ha ha
[ 11/11/2009 11:09:05 AM]	Natalie.Petouhoff (ForresterResearch):	that'
[ 11/11/2009 11:09:10 AM]	Natalie.Petouhoff (ForresterResearch):	that's not old!
[ 11/11/2009 11:09:29 AM]	Natalie.Petouhoff (ForresterResearch):	and yes- my nephew- nick- 11 knows more about my devices than i do
[ 11/11/2009 11:09:42 AM]	Eve.Nimkar:	What about the senior segment -- 62 and older?
[ 11/11/2009 11:09:58 AM]	Natalie.Petouhoff (ForresterResearch):	so my prediction is that in generally social CRM will go exponential in early 2010- and just keep going exponential
[ 11/11/2009 11:10:12 AM]	Natalie.Petouhoff (ForresterResearch):	its the way we do business now- with customer and employee feedback
[ 11/11/2009 11:10:21 AM]	Ronn.Irving:	@Natalie - that makes me old enough to be your father...and lots of my peers are still running companies. Many of them barley know how to spell Twitter. How do you change that?
[ 11/11/2009 11:10:29 AM]	Natalie.Petouhoff (ForresterResearch):	think about Deming- he tried to change the american auto industry-
[ 11/11/2009 11:10:34 AM]	Natalie.Petouhoff (ForresterResearch):	we sent him to japan-
[ 11/11/2009 11:10:47 AM]	Natalie.Petouhoff (ForresterResearch):	social media is continous measurable improvement
[ 11/11/2009 11:10:58 AM]	Thomas.Knoll:	[QUESTION] It still feels like there is a large gap between 'social' and 'crm'. Wondering if there are more trends towards better connecting those various conversations to the "address book"?
[ 11/11/2009 11:11:11 AM]	Natalie.Petouhoff (ForresterResearch):	funny thing is this- our CEO George says- social media- pay attention
[ 11/11/2009 11:11:26 AM]	Paul.Gilliham (Lithium):	[TIME CHECK] about 5 mins left - time for a couple more
[ 11/11/2009 11:11:28 AM]	Natalie.Petouhoff (ForresterResearch):	so all the CEO's are asking their companies- are we doing that social media thing?
[ 11/11/2009 11:11:37 AM]	Natalie.Petouhoff (ForresterResearch):	answer: yes-- if they have the guts to ask
[ 11/11/2009 11:11:48 AM]	Natalie.Petouhoff (ForresterResearch):	they see that their company is being trashed in the cloud
[ 11/11/2009 11:11:58 AM]	Natalie.Petouhoff (ForresterResearch):	the CxO level reaction: FIX IT
[ 11/11/2009 11:12:06 AM]	Lyle.Fong (Lithium):	Thomas: yeah, last year community was completely disconnected.. and largely silo'ed. Technology still has to catch up, but there's been a lot of progress made in the past yr
[ 11/11/2009 11:12:16 AM]	Paul.Gilliham (Lithium):	[QUESTION] So what advice can you give to anyone attending here as to their first steps to a social CRM strategy?
[ 11/11/2009 11:12:20 AM]	Natalie.Petouhoff (ForresterResearch):	so that's how I've seen their participation- shock, and they provide the funding to make it happen
[ 11/11/2009 11:12:39 AM]	Natalie.Petouhoff (ForresterResearch):	twitter is the best org change managment tool I've ever seen
[ 11/11/2009 11:13:31 AM]	Lyle.Fong (Lithium):	We often recommend that to start, listen to what customers are saying already, and 2) create a community to bring the conversation into your living room.
[ 11/11/2009 11:13:59 AM]	Lyle.Fong (Lithium):	it then becomes much easier to connect to the larger social web, and enabling your best customers to respond on your behalf (vs trying to respond to everything yourself)
[ 11/11/2009 11:14:04 AM]	Thomas.Knoll:	Paul.Gilliham: IMHO, don't open any channels you aren't willing to actually engage with.
[ 11/11/2009 11:14:20 AM]	Lyle.Fong (Lithium):	the early successes from that can then drive greater visibility and adoption within the enterprise, especially for those where its a cultural shift
[ 11/11/2009 11:14:59 AM]	A. Prem (Cognizant):	listen to figure out where ur customers are & what are they talking about, then start engaging in those places & then slowly bring them in to your community
[ 11/11/2009 11:15:12 AM]	Natalie.Petouhoff (ForresterResearch):	yep!
[ 11/11/2009 11:15:32 AM]	Paul.Gilliham (Lithium):	That’s time folks. Thanks to everyone for their questions. Thank you to Dr Natalie and Lyle for their insights, anecdotes and expertise.
[ 11/11/2009 11:15:39 AM]	Natalie.Petouhoff (ForresterResearch):	its starts with listening- duct tape your hands to your desk- you will want to react- don't
[ 11/11/2009 11:15:50 AM]	Natalie.Petouhoff (ForresterResearch):	there is a finese that has to be used in social channels
[ 11/11/2009 11:15:50 AM]	Lyle.Fong (Lithium):	thanks dr natalie!
[ 11/11/2009 11:15:55 AM]	Natalie.Petouhoff (ForresterResearch):	and its a learned art
[ 11/11/2009 11:15:55 AM]	Paul.Gilliham (Lithium):	some great questions here.. if you have more, please post them up in the Lithosphere
[ 11/11/2009 11:16:07 AM]	Paul.Gilliham (Lithium):	Thank you Dr Natalie, Lyle
[ 11/11/2009 11:16:14 AM]	Natalie.Petouhoff (ForresterResearch):	thank you!
[ 11/11/2009 11:16:16 AM]	Paul.Gilliham (Lithium):	and thanks everyone for the questions
[ 11/11/2009 11:16:24 AM]	Paul.Gilliham (Lithium):	[INFO] The transcript of this event will be available in the Social CRM Virtual Summit board of Lithosphere http://lithosphere.lithium.com/t5/Social-CRM-Virtual-Summit/bd-p/VSCRM-2009-11-11 ) a little later today.
[ 11/11/2009 11:16:56 AM]	Paul.Gilliham (Lithium):	Thank you all – enjoy the rest of the event.