Social CRM:
Managing Customer Engagement Using Social Media and CRM

Customers are engaged socially online, which has altered their expectations for brand interactions. They want to be engaged, not simply managed. Social CRM facilitates that engagement through a strategy and applications approach that combines the influence of online customer communities and the reach of social networks with traditional CRM systems. Social CRM extends the traditional focus of CRM from operational customer management to collaboration and customer engagement.

Who should attend?BenefitsInstructorsCurriculum

Director and VPs of Sales, Marketing, Public Relations and Customer Service
Director and VPs of Digital/Online Strategy
Director and VPs of Customer Engagement
Brand and Product Managers
Agency Creative and Media Directors
PR/Advertising Agency Account Services Managers

Learn how to evolve your traditional CRM to Social CRM

Optimizing the customer experience by focusing on people, process and technology associated with customer interactions and touch points
Find, communicate with and engage customers where they are conversing online and participating socially
Unlock value in social conversation to identify and cultivate brand advocates

Realize the real value of Social CRM

Transition your organization toward a Social CRM strategy and applications approach

Dr. Dilip Soman

Professor of Marketing, Corus Chair in Communications Strategy

Professor of Marketing, Corus Chair in Communications Strategy
Rotman School of Management, University of Toronto

Ph.D. University of Chicago
MBA Indian Institute of Management
B.E. University of Bombay

Dilip Soman is presently the Corus professor of communication strategy, a professor of marketing and a senior fellow of the Desautels Center for Integrative Thinking™ at the Rotman School of Management, University of Toronto. He also serves as an adjunct professor at the Hong Kong University of Science and Technology, and has previously taught at the University of Colorado at Boulder, Indian School of Business, INSEAD, and for the Trium (NYU, HEC Paris, LSE) executive MBA program. He has a bachelor’s degree in Mechanical Engineering, an MBA, and a Ph.D. in Marketing and Behavioral Sciences. In addition to his position at Rotman, Dilip also serves as an associate editor of the Journal of Marketing Research, and on the editorial boards of the Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology and Marketing Letters. He was recently named as one of the “professors to watch for” by the Financial Times.

His research on the psychology of judgment and decision-making, and its applications to consumer and managerial behavior has been recognized internationally. He is also interested in the creation and measurement of customer value through service excellence and life-cycle management. He has also done extensive work on managerial behavior and decision-making, strategic marketing, behavioral pricing and promotions, service delivery, innovation and creativity management, and on customer management. He has been invited to give seminars on these topics at universities like Harvard, Stanford, Northwestern, Berkeley, Duke, Columbia, and NYU. He has published over 25 scholarly articles in publications like the Harvard Business Review, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Marketing Letters, Journal of Behavioral Decision Making and Journal of Advertising, and has been featured in several newspapers, periodicals, TV and radio programs.

Dilip teaches courses in two areas at the Executive, EMBA, MBA and Ph.D. levels. In marketing, he teaches courses on Marketing Analysis, Customer Management, Pricing, Strategic Marketing and Marketing of Financial Products and Services. In behavioral sciences, he teaches courses on Managerial Decision Making, Innovation and Creativity, Negotiations and Integrative Thinking™. In addition, he has also been involved in research, executive training or consulting projects for corporations such as ABN Amro Bank, Bank of China (HK), Citibank, CIBC, Federal Express, Hewlett Packard, The Hong Kong Government, Hospital Authority (HK), HSBC, IBM, Indian Bank, King Soopers Supermarkets, Merck, New York Life Insurance, Procter and Gamble, and Rogers Cable. Prior to joining academia, he worked for J. Walter Thompson and Tata-Hitachi.

Dr. Michael Wu

Principal Scientist, Analytics Lithium Technologies, Inc

Paul Greenberg

President, The 56 Group, LLC

President, The 56 Group, LLC
Chairman of the Board of Advisors

Paul Greenberg is an internationally renowned expert on CRM and one of CRM's most influential authors. His best-selling book, CRM at the Speed of Light: Essential Customer Strategies for the 21st Century, is now in eight languages and is used as a textbook in over 60 countries and universities across multiple continents. It is called "the number 1 CRM book" by SearchCRM.com. The Asian edition of CIO Magazine named it one of the 12 most important books an Asian CEO will ever read. It is called "the bible of the industry."

Greenberg has years of experience with both CRM and Enterprise Resource Planning (ERP). He has built SAP and People Soft practices and has extremely deep ties into the CRM and enterprise applications communities. He regularly writes for publications like CRM Magazine, SearchCRM.com and Customer Think. He is a contributor to multiple other national business magazines and newspapers including the New York Times where he is quoted as a subject matter expert. Greenberg is considered one of CRM's leading authorities on strategy and the state of the market. He is a keynote speaker at conferences and seminars in the United States, across Europe, Asia and Australia.

Greenberg is the co-chairman of the newly created CRM Research Center at Rutgers University and has been named the Executive Vice President for the CRM Association. He is a member of the Board of Advisors of Baylor University's MBA CRM Program, Destination CRM Board of Experts, SearchCRM Expert Advisory Panel and the Customer Think Expert Guru Panel, among many others.

Greenberg is a founding principal and executive director of BPT Partners, the premier training and education company focused on advancing the skills and competency of professionals in the CRM industry. He is president of the 56 Group, an enterprise applications consulting services firm, focused on CRM strategic services. Prior to his position as president of the 56 Group, LLC, he was the executive vice president of Live Wire, Inc. a Massachusetts-based enterprise applications staff augmentation company. Before that, he was vice president of marketing for Atlantic Duncans International (now Optimos) where he was responsible for developing and securing strategic relationships with critical vendors and partners. In addition, Greenberg was the director of strategic relations for Nexgen Solutions, Inc., where he was directly responsible for generating business development working with Fortune 500 clientele.

Ray Wang

Principal Analyst and CEO, Constellation Research

R “Ray” Wang currently is a Principal Analyst and CEO at Constellation Research Group and the author of the popular enterprise software blog “A Software Insider’s Point of View“. He previously was a founding partner and research analyst for enterprise strategy at Altimeter Group 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 emerging business and technology trends, enterprise apps strategy, technology selection, and contract negotiations enables Ray to provide clients and readers with the bridge between business leadership and technology adoption.

Buyers seek Ray’s research in disruptive technologies and their impact on business processes, business models, and organizational design. Business topics focus on harnessing innovation, creating next-generation business and IT leadership, and applying the new rules of business. Technology topics include SaaS/Cloud solutions, Social CRM, Next Gen ERP and apps, business process transformation, Project Based Solutions, Order Management, Master Data Management, and middleware technologies.

For technology sellers, Ray provides strategic guidance in go-to-market strategies; reviews and designs software licensing, pricing, support, and maintenance policies; delivers competitive assessments; evaluates software partner ecosystems, and researches business processes such as the perfect order and customer experience for the enterprise and SMB markets.

Media Influence

Ray blogs at Forbes CIO Central and for Harvard Business Review. News organizations such as The Wall Street Journal, Bloomberg, Business Week, Fortune, Inc., The Associated Press, CIO Magazine, Information Week, ComputerWorld, Financial Times, eWeek, CRM Magazine, IDG News, ZDNet, TechTarget, and Managing Automation frequently seek his point of view. : Ray is an energetic and passionate keynote speaker, and has also been featured on major TV news outlets such as CNBC.

Industry Recognition

In both 2008 and 2009, Ray was recognized by the prestigious Institute of Industry Analyst Relations (IIAR) as the Analyst of the Year, and in 2009 he was recognized as one of the most important analysts for Enterprise, SMB, and Software. In 2009, A Software Insider’s POV was listed in the top 20 of Jonny Bentwood’s Technobabble 2.0 Top Industry Analyst Blogs. In 2010, Ray was listed as one of the Top 5 Analyst Tweeters in Edelman’s TweetLevel Index, recorded as part of the ARInsights Power 100 List Of Industry Analysts, and named one of the top Influential Leaders in the CRM Magazine 2010 Market Awards.

Business And Technology Experience

Ray brings enterprise experiences honed from two decades of product management, management consulting, and technology marketing roles. Prior to serving as a VP and Principal Analyst at Forrester for enterprise apps strategy and contract negotiations, he headed up the customer relationship management (CRM) analyst relations program for PeopleSoft. At Oracle, Ray served senior product management roles in the E-Business Suite. While at Personify, Ray was the marketing chief for a Web analytics startup valued at $500 million.

Before working for packaged application vendors, Ray developed his management consulting and business strategy experience at Capgemini Ernst & Young, Deloitte Consulting, Detroit Medical Center, and the Johns Hopkins Hospital. He specialized in business transformation at the executive level, general strategy, program management, change management, mergers and acquisitions, SAP/ERP implementations, and healthcare operations.

Education

Ray graduated from the Johns Hopkins University with a B.A. in natural sciences and public health. His graduate training includes a master’s degree from the Johns Hopkins University in health policy and management; and health finance and management. He is also certified in SAP FI/CO modules, facilitation, and program management office.

Ray currently serves on the Board of Advisors for the University of Toronto’s Rotman School of Management’s Centre For CRM Excellence.

Dr. John O’Dwyer

Partner, Strategic Advisory International

John started his career in finance and held a number of differing financial positions, including V. P. Finance, before joining KPMG in their Corporate Finance Department. He left KPMG to set up a corporate finance company and a venture capital corporation for a leading Irish financial services organization.

John came to Canada in 1987 as President and CEO of an international aviation services company. He subsequently returned to academia to do his Ph.D. During this time he lectured and published articles in the areas of strategic management and organizational behaviour. In 1995, he joined an international strategic planning and change management consulting firm with offices in the U.S., Canada and Europe. In his role as Partner/V. P. Finance, he was a trusted advisor to a wide range of clients from Fortune 500 corporations to smaller entrepreneurial and high tech organizations. In 2000, John started the first Toronto office of Action International - a Business Coaching firm, which focuses on owners of small to medium sized enterprises (SME’s). He was selected Canadian Action ‘Coach of the Year’ for 2001 and ‘Team Contributor/Trainer of the Year’ for 2002. Concurrently, John co-founded Strategic Advisory International, which focuses on providing client organizations with the management process tools to enable them to transform winning strategies into genuine results. He helps Leaders bring together the critical elements for managing for results i.e., strategies, people and operations. John is co-lecturer (2006 Excellence in Teaching Award) at the Rotman School of Management (University of Toronto) for a final year MBA elective course - ‘Getting It Done’ (or how to execute in management), and also lectures in Rotman’s Executive Education programs.

Over the years, John has been a volunteer with a number of organizations. He is currently Honorary Treasurer and Finance Committee Chair with the Ontario Division of the M.S. Society of Canada; Treasurer for the Ireland Canada Chamber of Commerce, Toronto; and, is an on-going contributor to the Peter F. Drucker Award for Effective Non-Profit Management.

John received his Ph.D. from the Ivey School of Business, The University of Western Ontario, Canada and his MBA from Trinity College in Dublin, Ireland. He is a Fellow Member (FCA) of the Institute of Chartered Accountants in Ireland, and is a member (CMC) of the Canadian Association of Management Consultants. He is also a graduate of the ICD Corporate Governance College, Directors’ Education Program (ICD.D). John lives in Toronto. His interests include theatre, motorcycle riding, reading, animals, and having fun.