Social Media, Collaboration, and Customer Insights with an elite group of experts: April 4-6, 2011

When SugarCRM asked me to assemble the social track for SugarCon, the first thing that impressed me was the “spirit” of the track, and conference for that matter. It had little to do with touting Sugar; the company, or the products they make. Rather, it was all about creating a gathering of thought leaders, practitioners, and vendors to mutually work together in the effort of taking the next leap in improving customer relationships.

The great thing about working in collaboration with an open source company is that they “get” stuff like “open”, “collaboration” and “community”. It seems to be just naturally in their DNA and has been since their inception.

SugarCon 2011

I am excited about the lineup. The quality of speakers is amazing, and contains a diversity of perspectives that is hard to emulate, especially at a vendor conference. If you are free April 4-6, 2011, please mark your calendars and plan to attend SugarCon.

Considering that the price for the entire event is far less than what these folks normally charge for an hour of their time, plus the invaluable benefit of networking with other executives, marketers, sales folks, and technologists, it makes it a no-brainer if you can attend. Add to that the additional keynotes, 5 additional tracks, and it’s truly an event you won’t want to miss.

***** To make it even sweeter, mention the special discount code #SCON040511 and get $150 off. *****

Here’s a quick breakdown of the presenter’s lineup, chalk full of folks who have a reputation of keynoting on their own.

Paul Greenberg

Paul Greenberg

Paul Greenberg (@pgreenbe)

Paul will be keynoting the event. If you don’t know who Paul Greenberg is, you probably “have been very busy”. He’s written four versions of the best selling book, “CRM at the Speed of Light”, is an independent analyst, and a well respected consultant to some of the largest and well known CRM vendors in the world. He coined the most used definition of Social CRM, and has energized an industry with his research, intelligence, signature writing style, inquisitive mind, and kind and generous nature. Paul was the mastermind and primary catalyst behind one of the most unique and powerful events I have been to almost exactly a year ago, which has since quite literally propelled an industry (Social CRM) that Gartner is now saying is greater than a $1 Billion marketplace. Paul is well worth the price of admission alone.

By the way, there’s another one of these now famous #scrmsummit events coming up next month (March) in Madrid, Spain if you can make it.

Esteban Kolsky

Esteban Kolsky

Esteban Kolsky (@ekolsky)

If you clicked on the Madrid, Spain “Social CRM Strategies for Business” link, you probably saw a picture of Esteban dropping knowledge in a purple shirt and a shiny blue tie. While he likely won’t be wearing a suit, he most definitely will be dropping knowledge about the evolution of social and CRM to this point in time, and will be leveraging his extensive research experience (former Gartner analyst) to paint his view of the coming “collaborative enterprise”. Esteban is one of the sharpest minds in the space, and possesses a great blend of experience (analyst, consultant, practitioner), and background (an Argentinian of Eastern European descent that floats around Silicon Valley). He’s also got a great sense of humor. You won’t want to miss his session.

Dr. Natalie Petouhoff

Dr. Natalie Petouhoff

Dr. Natalie Petouhoff (@drnatalie)

One of two PhDs. in the lineup, “Dr. Natalie” made quite a splash last year when she jumped from Forrester Research as a Customer Service analyst to take a role as “Chief Strategist” for Weber Shandwick, one of the world’s leading global public relations firms. In fact, Weber Shandwick was just named global agency of the year, for the second year in a row. In addition to being an actual rocket scientist, Dr. Natalie has written multiple books, is a university professor, and has led organizations in a wide variety of capacities as an analyst, consultant, and senior executive. Bringing together a depth of varied experience and a warm and entertaining style, Dr. Natalie will inspire new thoughts and ideas for you to take back to your organization.

Adrian Ott

Adrian Ott

Adrian Ott (@ExponentialEdge)

There’s not many people who have been called “Silicon Valley’s Most Respected Strategist”. Her consulting work is rooted in 18 years of corporate experience, and Adrian recently wrote and published her award winning book “The 24 hour Customer” which takes an intriguing look at why time is more valuable than money, and why and how to work with attention deprived customers. She’s appeared on Bloomberg TV, BusinessWeek, The Washington Post, and other major media for her research and insights about growing businesses in today’s exponential economy. Seriously good stuff. That’s all there is to it.

Dan Zarrella

Dan Zarrella

Dan Zarrella (@danzarrella)

Dan is the original Social Media Scientist. Beneath the hype and hyperbole of the social media evolution, one guy has a reputation of looking deeply into the numbers and producing insights and takeaways that often fly in the face of the mainstream cheerleaders. He knows why certain tweets gets retweeted, and when and why to post certain messages on your facebook page. He is the author of The Facebook Marketing Book and the Social Media Marketing Book. Based on his research, he knows what day and what time you should blog, or tweet. Hubspot is leveraging guys like Dan to fuel exponential growth. Take copious notes when you’re listening to Dan because they’ll translate to success and dollars when you’re back in the office.

Dr. Michael Wu

Dr. Michael Wu

Dr. Michael Wu (@mich8elwu)

Speaking of scientists, Dr. Michael Wu is taking some of the most complicated subjects underpinning the social web, social business, and social networks, dissecting them and then educating the masses with detailed yet digestible explanations of how things really work and how successful organizations can leverage networks to thrive. As the principal scientist of Lithium Technologies, a leader in Gartner’s Social CRM Magic Quadrant, and the pioneer platform provider for customer communities, Dr. Wu has access to a boatload of data, and he slices and dices it with precision. The output is keen insights into why some communities, organizations, and individuals thrive on the social web, and others don’t. Dr. Wu will teach you how seemingly far reaching concepts such as influence, gaming dynamics, and other factors can be key differentiators between marketing and customer service success and failure.

Becky Carroll

Becky Carroll

Becky Carroll (@bcarroll7)

What Becky Carroll is working on now could be enough for most people to complete in a lifetime. She’s a professor at UC San Diego, an NBC news correspondent, book author, consultant, and manages the Verizon customer community. She’s long been an author of one of the most popular blogs in the world focused on customer service and customer experience. Entertaining, multi-talented, and engaging, she understands the social world well, and knows what works with customers. Soak up her wisdom and add to your bottom line.

Christopher Carfi

Christopher Carfi

Christopher Carfi (@ccarfi)

Christopher started his blog called “The Social Customer Manifesto” in 2004! He saw today’s reality nearly a decade ahead of it’s time, and is now looking ahead at the future and the impact of the perfect storm mashup of social, mobile, and cloud computing and what it means for consumers, and in turn, the organizations that seek to earn their business. After nearly a decade at Anderson consulting, he founded Cerado, Inc. to provide software and services that enable businesses, organizations and associations to better connect and understand their customer and member communities. He recently joined Edelman Digital, the digital arm of the largest, independently owned communications firm in the world, Edelman, the publishers of the Edelman Trust Barometer, the subject of my last blog post.

Brent Leary

Brent Leary

Brent Leary (@brentleary)

Another guy who was early to the game, Brent literally started the social crm conversation on Twitter back in 2008 by creating the #scrm hashtag and bringing together a community of thousands to discuss the topic. He co-authored Barack 2.0, chronicling how Barack Obama leveraged Social Media on the way to the presidential election. Brent is the principal and founder of CRM Essentials, and is a well respected analyst, consultant, and thought leader. His thoughts are regularly featured in Inc. magazine, OPEN by American Express, and he’s been quoted in several national business publications, including the Wall Street Journal, Newsweek and Entrepreneur magazine. Brent specializes in the SMB market and always has unique, relevant and actionable insights to share.

Laurence Buchanan

Laurence Buchanan

Laurence Buchanan (@buchanla)

Laurence heads up CRM and Social CRM within the UK for Capgemini (Technology Services). In his current role Laurence is responsible for Capgemini’s CRM & Social CRM go-to-market strategy and business development across all packaged vendors and industries. He is passionate about helping clients articulate their customer-centric vision and strategy, and enabling that through the smart use of technology. Prior to Capgemini, Laurence spent a decade with SAP, where he was global vice president for SAP CRM. He is a recognised authority and evangelist on CRM, Social CRM and customer experience transformation. He writes regularly on Social CRM at The Customer Revolution and is a member of the CRM advisory board at the Rotman Centre for CRM excellence in Toronto.

Matthew Rosenhaft

Matthew Rosenhaft

Matthew Rosenhaft (@mmrosenhaft)

Matthew Rosenhaft is the Principal of Social Gastronomy and Co-Founder of the Social Executive Council, an elite group of global CxOs, focused on leveraging social technologies in their organizations. He is a former marketing executive who specializes in Social Business, Marketing, and Architecture Strategy. He also has founded several early-stage venture-backed technology companies and holds a US patent for a mobile marketing technology. You won’t want to miss Matthew’s session as he unveils the research findings of his firm, and provides an ultra-tangible example of how companies can leverage social market research to provide insight into strategic customer focused initiatives. The subject of his research? SugarCRM. Come attend this no-holds barred session as Matthew unveils clues to Sugar about what the marketplace and prospective buyers think about them, and offers some suggestions about how they might respond.

That’s the lineup. What are you waiting for? Register here, save some cash with the #SCON040511 discount code, and let’s setup a time to connect while you’re there.

The State of Social CRM: 6 Takeaways from #SCRMSummit

One of the worst snowstorms in the history of our Nation’s capital, the most flight cancellations since 9/11 (almost 6,000), and the closure and inaccessibility of a pre-booked venue were the circumstances surrounding BPT Partner’s Social CRM Certification Training, better known to the Twittersphere as #scrmsummit.

Despite the obstacles, a little publicized event at a brand new Westin Hotel in Herndon, VA brought together a mix of customers, vendors, and a large majority of the world’s thought leaders on the subject of Social CRM. In all, participants not only descended on the blustery white winterland from all regions of the United States, but also from Canada, Mexico, Columbia, France, The Netherlands, and India. It truly was a global event.

The #scrm Accidental Community
was almost completely represented with one largely apparent omission, Esteban Kolsky, who was grounded before he could leave his hometown due to flight cancellations. Esteban made his presence felt during the event and after by assembling the tweets which you can download here to get a sense of the flow of the event. Here are the links from Day 1 and Day 2

Influentials from major enterprise stalwarts like SAP, Oracle, and Sage mixed among the ranks of social darlings Radian6, Lithium, and Jive. Marketing automation leader Eloqua was represented. Open Source leader SugarCRM, Aplicor, RightNow and NetSuite, and the largest CRM company you may have never heard of: Sword Ciboodle were also amongst the participants. I’ve probably forgotten someone, so please let me know and I’ll be sure and add it to this post.

Forrester and IDC sent some of their best in Dr. Natalie Petouhoff and Mike Fauscette, respectively. Of course, you had #scrm creator Brent Leary.

CRM magazine, THE information source for the CRM industry, sent their very own editorial director, David Myron, to participate, and Michael Krigsman was there to remind everyone that the fundamental core dangers of enterprise IT failure still were in play. In addition, there were a ton of additional leaders and intellectuals in the room – too many to mention, but you get the idea.

As official and impressive as all that sounds, the simple truth was that it was a room full of incredibly seasoned, creative, talented, and intelligent people united by a passion and desire to understand and shape the future of business, and refine both their individual and collective brain trust of the rapidly growing segment called Social CRM.

Without another word, let it be said that there is only one person in the world that could have assembled a crowd like that in a period of just a few weeks – Paul Greenberg. Let it also be said that Paul clearly is so far ahead of most everyone in his knowledge, vision, and understanding of the societal transformation happening around us, AND it’s implication on the world of CRM and business in general. Finally, and most importantly, let it be said that I have rarely met a gentleman so genuine and authentic in his desire to help others, coupled with his capability to do so.

Two scheduled days turned into three, due to flight delays for most everyone, and even four or five days for others who are, even as I write this, still holing up in the fortuitous Westin Dulles Airport hotel.

There were several individual highlights that happened over the past few days which I am sure others will expand on, but below are 6 key takeaways from my experience:

1. Social CRM influentials are living what they preach. The culture of this new and evolving community rapidly lends itself to learning, sharing, improving, and constructively challenging each other. In short, the community is thriving, and is providing a real time experiment, that someday may ultimately serve as a model for the next generation enterprise. It’s a privelege for me to be a part of it.

2. Companies MUST align their entire existence around helping their customers accomplish what they are trying to do. The debates about E20, Social CRM, Social Business, and corresponding terms and definitions are largely irrelevant. In short, organizations must know their customers (based upon more than simple transactional data), partner with their customers, and align their ENTIRE value delivery chain around helping their customers meet their needs as quickly and effectively as possible. This is my charge to the C-Suite.

3. Customer Experience trumps everything: Map your customer experience. Focus your attention on accentuating your strengths while improving your troubled spots. Your customers will pay more, evangelize more, and stay longer if you are able to execute.

4. There is a great battle for business platforms brewing. Those that own the platform and the data will be well positioned. Previously unrelated vendors will suddenly find themselves in fierce competition. A silent race is under way. Look around for the potential platform owners, and position your business to be able to leverage the platform(s) and data regardless of who ultimately wins that battle.

5. The Social Web is on a collision course with the enterprise. Those companies that understand the coming changes and are positioned to harness the data and translate real time information into effective action will be those that experience the largest success over the coming decade.

6. Social CRM is still in its infancy. We understand just a smidge of where this will ultimately end up. Paul’s book (which the training was based on) is an amazing comprehensive “Bible” on Social CRM with numerous case studies of organizations who are doing things right, contrasted with some that aren’t. Buy it now. Read the nearly 700 pages, and then download the other online chapters. Then sign up for the second training event in May in Atlanta. Once you have done that, you’ll likely be with me. There are hundreds of questions yet to be answered, and thousands of problems yet to be solved.

I would love to hear your feedback, questions, and thoughts. The adventure continues.

Paul Greenberg, Brent Leary, and Bill Band discuss Social CRM with 1to1 Media

If you have the time, the videos below provide a great chance to listen to 3 industry experts discuss Social CRM.

If you are remotely interested in Social CRM (formerly known as CRM 2.0)…

then be sure to check out the post by Paul Greenberg Time to put a stake in the ground on Social CRM.

The comments are equally valuable to the discussion.

CRM and Social CRM Articles, Blogs, and Resources (week of June 22)

CRM

Driving CRM Effectiveness in a Recession (by Oracle)

Has the CRM Industry Become Redundant? – Dick Lee, High-Yield Methods, CustomerThink.com

How the Recession Increases Customer CentricityGraham Hill, Customers & More CustomerThink.com

Co-creating Experiences Fit for CustomersGraham Hill, Customers & More CustomerThink.com

Social Media / Social CRM

From Social Media to Social DesignDavid Armano, Dachis Corp, Logix + Emotion

Social Media ROI? – Jeremy Nedelka, Think Customers: The 1to1 Blog

Outcome Based Social Networks: Yet another CRM at the Speed of Light ExcerptPaul Greenberg, The 56 Group CRM 2.0 The conversation – ZDNet Blog

Enterprise 2.0 Conference: Aggregate and OrganizePaul Greenberg, The 56 Group CRM 2.0 The conversation – ZDNet Blog

The Growth of the Social Inbox – Jessica Tsai, destinationCRM.com

Social CRM has been around Longer than you ThinkDavid Van Toor, Sage Software, destinationCRM.com

The Twitter Debate Continued – Is it Social CRM or Not?

Social Media Influentials Jeremiah Owyang , Brian Solis, and Paul Greenberg weighed in today on what the future might hold for Twitter.

I agree most with Paul’s viewpoint. Conversations that happen across social media (including Twitter) could all be mapped into the defined intersections within what has become traditional CRM.

At the front end; for lead generation purposes, during post sale service activities; which feed into customer service and support efforts. Some are figuring out how to include the cloud sourcing activities into product and service development. I am sure there are many other examples.

A good example is the new release by Toucan for SalesForce, reportedly enables tracking of twitter posts for contacts contained within your CRM system.

I agree, that for Twitter and other social media platforms, the greatest opportunity as it relates to Social CRM, CRM 2.0, or whatever you want to call it, is to collaborate with the traditional CRM vendors to capture, analyze, and leverage the conversations happening in the cloud to deepen insight and therefore relationships with customers, prospects, vendors, partners, competitors, etc.

Jeremiah Owyang’s Article
Brian Solis’s Article
Paul Greenberg’s Article

Your thoughts?