„German-Brazilian-Partnerships for Social CRM“ Introduction into Social CRM Olaf Reinhold Check out (and like  ): https://www.facebook.com/SCRCLEIPZIG/

Agenda German-Brazilian Partnerships for Social CRM The concept of Social CRM Summary

The Information Systems Institute pursues practice-oriented research in Social CRM since 2009 Three departments and approx. 30 research assistants Approx. 400 students in B.Sc./M.Sc. on Business Information Systems Design- and practice-oriented research Strong partnerships with companies and focus on action research Intense participation in national and international research projects Opening of the Social CRM Research Center in 2014 Research about the integration of Social Media with CRM Transfer of research insights into the daily processes of companies

Since 2014 a German-Brazilian partnership was initiated for Social CRM To advance research regarding tools, methods and processes in Social CRM in an international context To transfer knowledge on technologies and concepts in Social CRM via Brazilian partner universities To initiate and foster partnerships between German and Brazilian companies active in the field To establish the Social CRM Research Center as excellence cluster for companies interested in latest research on Social CRM 4 year project, starting in 2015 and funded by the DAAD

You are invited to join our project! News and Activities Next Event Cebit 2017 March 20-24th 2017, Hannover facebook.com/SCRCLeipzig www.scrc-leipzig.de 3th Social CRM Industry & Entrepeneurship Cconference September 2017, Belem, Para linkedin.com/ social-crm-research-center Subscribe to Events on Facebook/SCRCLeipzig Direct contact Marcia Fontes Pinheiro (eng.marciafontes@gmail.com) (por/eng) Olaf Reinhold (reinhold@wifa.uni-leipzig.de) (eng/ger)

Agenda German-Brazilian Partnerships for Social CRM The concept of Social CRM Summary

CAS Marketingmanagement und Verkauf 2014 / 2015 Social Customer Relationship Management (Social CRM) 2016: More than 81% of the Brazilian Internet users are active in Facebook

Personal and business topics are shared along the Social Media platforms… Quelle: Ahmad 2016, http://www.socialmediatoday.com/

Pictures and Videos are getting a big share in the Social Content Quelle: Ahmad 2016, http://www.socialmediatoday.com/

Overlapping Processes Social Media are changing the way how people and organisations interact and build up relationships Three main goals of CRM (Grönross 1993): Knowledge Dialog Service-System Anonymous market Campaign Management Marketing Potential Customer Overlapping Processes Lead Management Opportunity Repeated purchases … It's the company's response to the customer's ownership of the conversation Offer Offer Management Complain Management Service case Customer Sales Service Service Management Feedback Management Sources: Grönross 1993, Alt/Reinhold 2016

University of Leipzig: Audience and brand building

Nissan: Brand recognition and customer feedback

HRS: Blending own data with Social Media content

J&P Cycles: Leadgeneration via Communities

Fidor: Cooperation with the market

Management/ Integration The starting point is an integration of CRM strategies, processes and systems with Social Media activities Management/ Integration CRM Analysis Integrated Social CRM Social Media Social web Social Customer Relationship Management (Social CRM) Available in ENG/POR in 2017 Interaction Systems Processes Strategies Alt & Reinhold (2012). Social Customer Relationship Management, in: Business & Information Systems Engineering 4(5): 287-291

We can identify four basic application field of Social Media in CRM Integrate external actors Development of ideas and products Creating Communities Knowledge Management Observe, analyse, understand the market Acquire data Platform for cooperation Management/ Integration CRM Analyse Integriertes Social CRM Social media Social web Interaktion CRM processes Customer Dialogs Omni-Channel- Management Transaction Channel Presence and Context Brand management Touch point for communication Source: Reinhold/Alt 2011

Many companies are still struggling with Social CRM German SME: 70% say that they use Social CRM (n=127) Insight Companies would like to use Social Media in CRM Problems: Identification of customers, interaction history for social media contacts, strategic channel management of social media A minority seems to be far ahead of other companies N =127 Vollumfänglich (zehn von zehn Punkten) können nur knapp sieben Prozent der Befragten auf ihren Social Media-Plattformen Kunden von Interessenten unterscheiden, im Durchschnitt geben die Befragten hier 4,7 von zehn Punkten. ■ Rund 27 Prozent der Befragten kennen die Kontakthistorie ihrer Social Media-Kontakte absolut nicht, weitere 30 Prozent fast gar nicht, im Schnitt geben die Unternehmen lediglich 3,8 von zehn Punkten. Noch relativ wenig verbreitet ist ein differenzierter Einsatz von Mitteln je nach Kontakt. Fast 18 Prozent der Befragten geben an, alle Kontakte "auf jeden Fall" mit dem gleichen Aufwand zu behandeln, nur 2,7 Prozent tun das "auf keinen Fall" - und entsprechen damit einem wichtigem Grundsatz im klassischen CRM. Recht gut verbreitet ist dagegen der Transfer von Erkenntnissen aus der Kundenkommunikation via Social Media für Vertrieb und Entwicklung: Immerhin zehn Prozent bejahen dies vollumfänglich, im Schnitt geben die Unternehmen sechs von zehn Punkten. Ein hoher Anteil der Unternehmen versucht, Social Media-Kontakte auch auf andere Kanäle zu überführen: Im Schnitt gibt es hier 6,6 von zehn Punkten. Noch nicht im Klaren sind sich die Unternehmen, ob Social CRM nun effizient ist: 65 Prozent der Befragten geben an, dass sie es noch nicht einschätzen können. 25 Prozent halten es für günstig, zehn Prozent für (derzeit noch zu) Source: German Digital Marketing Accosiation (DDV) 2013

Agenda German-Brazilian Partnerships for Social CRM The concept of Social CRM Summary

Goals of the project – We invite you to collaborate with us! Establishing a learning and expert environment about the possibilities of integrated Social CRM in Brazil Stimulate and support the use of Social CRM technology Provide support for more complex data analysing tasks Bringing together students with skills in Social CRM and local business Perform case studies and research on innovative Social CRM scenarios in the Brazilian and German context

Contact Olaf Reinhold (reinhold@wifa.uni-leipzig.de) Social CRM Research Center Information Systems Institute University of Leipzig Grimmaische Str. 12 04109 Leipzig, Germany Tel.: +49 (0)341 97 33600 Fax: +49 (0)341 97 33612 facebook.com/SCRCLeipzig www.scrc-leipzig.de twitter.com/IWI_AS_LEIPZIG Halle 6 Stand B24 20.-24.03.2017

Results are published in different formats for researchers and professionals A comprehensive and practical oriented perspective on Social CRM based on the research of the SCRC will published 2016 German Version Early 2017 English Version Mid 2017 Portuguese Version More Material about Social CRM on www.scrc-leipzig.de Available as print and ebook

Social Media are changing the way how people and organisations interact and build up relationships Three main goals of CRM (Grönross 1993): Knowledge Dialog Service-System Social CRM uses Social Media to achieve these goals SCRM uses Web 2.0 services to encourage active customer engagement and involvement (Faase et al. 2011) Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, processes, and social characteristics (Greenberg 2008) … It's the company's response to the customer's ownership of the conversation Sources: Grönross 1996, Faase et al. 2011, Greenberg 2008

Overlapping Processes Social Media provide new options for customer relationship management (CRM) processes Anonymous market Campaign Management Marketing Potential Customer Overlapping Processes Lead Management Opportunity Repeated purchases Offer Offer Management Complain Management Service case Customer Sales Service Service Management Feedback Management Source: Alt/Reinhold 2016