The Technology Behind the Business

1. The Technology Behind the Business Ivy Meadors High Tech High Touch Solutions Using Technology to Run Your Speaking Business

2. Session Description The Technology Behind the Business: Using Technology to Run Your Speaking Business Walk away with knowledge to manage your data more proficiently and grow your business. You’ll learn how to manage your leads, customers and business associates with contact management software, and take home important information on easy-to-use technology to build, update or enhance your Web site. Slides posted at: NSASpeaker.org/burbank/handouts

3. Presenting ** CRM / Contact Management ** Screen pops ** Blogs - Content Management (collaboration software) ** Interactive Brochures “CRM is one of the most crucial business strategies today – technology is the enabler.”

4. Contact Management

5. Defining CRM and Contact Management • Customer Relationship Management: A process or methodology used to: • Learn more about customers' needs and behaviors to develop stronger relationships with them. • Bring together many pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends. • Help businesses use technology to gain insight into the behavior of customers and the value of those customers. • Contact management: Software to store, track and manage contacts CRM = Sales, Marketing, & Service

6. “NETWORKING” Marketing, Campaigning CRM (Customer Relationship Management) Existing Customers SFA (Sales Force Automation) Leads / Prospects Contact Management Database (CMS)

7. Sampling of Contact Management Systems ACT www.act.com ContactPlus www.contactplus.com Entellium * www.entellium.com Goldmine www.frontrange.com/goldmine Maximizer www.maximizer.com Microsoft CRM www.microsoft.com/businessSolutions/crm SalesForce.com www.salesforce.com SalesJunction * www.salesjunction.com SalesLogix.com www.saleslogix.com * ASP (Application Support Provider)

8. Why Use the Technology Know….. Who’s buying / reading / downloading your “stuff” What “stuff” are they getting Why are they buying / reading / downloading When was the last time they got your “stuff” How long since you last “touched” them 42% of the top ranked web sites fail to meet eCustomer service demands, taking longer than 5 days to respond to email or not respond at all.

9. Why Invest the Time and Effort Save time later - eliminate file folders of printed emails and written notes; now in searchable online files Build rapport quickly with customers / bureaus / meeting planners Schedule follow-up activities with automatic reminders Differentiates you from your competitors (“know” your contact in real-time) "Google Desktop" “360 view of contacts”

10. Results… • Provide better customer service • Offer superb value and innovations in service that others may not • Increase revenues • Cross-sell / up-sell products more effectively continued…

11. Results… • Acquire new customers through data mining • Know which customers are worth investing in • Help staff close deals faster • Simplify marketing and sales processes

12. Contributing Success Factors Need to have a: Strategy to contact your customers • Frequency • Methods utilized • Quality of contact Data capture process • Relative to their specific interests / needs • Real-time or within 24-48 hours • Take the time to review & update customer profiles

13. acctng service quotes CMS sfa blog email Int. Broch. Contributing Success Factors Good idea to have: Systems Integrated • Email integration (affords event triggered emails too) • Generate invoices, contracts, quotes, etc. • No duplicated data and less room for error with a single database

14. Data Collection Ask for their Card! • Business cards: presentations, airports, bathrooms • Sign-in sheets at presentations • Charge card statement (email and phone) • Internet (forms, email subscriptions) • Cell Phones (capture name and number) • Emails, blogs, online chats

15. Data to Capture • Service and support records • Demographic data • Presentations • Communication style • Birthdays, anniversaries, children’s graduation days • Pets, personal interests • Responses to campaigns • Shipping and fulfillment dates • Sales and purchase data • Account information • Web registration data • Web sales data • Sunday Feb. 6, 2005 – “Online Assessments” Tony Alessandra http://www.alessandra.com

16. Sample Category Definitions Profile ID / Status Interest Groups Classification Groups, sub-groups Notes / History Products Saturday Feb. 5, 2005 – “ACT! Training – Take One!” Brian Tolman http://www.undergroundact.com

17. CUSTOMER VENDOR PROSPECT SUPPLIER INTERESTS ASSESSMENTS CRM KM SEMINARS ESHARINGS

18. DCI HDP NEW ORLEANS 10-04 • FREE PASS • INNER CIRCLE DINNER • HDP LETTER SENT

19. Additional Considerations • Forms – integrated to CMS (map fields, match up data capture fields) • How to reach you – when they do did you capture the data • Scanners – card scan – capture details to include in database (i.e. speech, date time location) • Search options on your website

20. Telephony Data Integration Caller-id CMS (i.e. ACT, Goldmine) Screen-pops profile “Immediate access to customer details” “Call directly from CMS system!”

21. Ready, Set, Go! • Define your goals, strategy • Who needs access, syncs, capture of audit history • Document workflow – granular! • Research and select technology • Procure the new system and hardware • Develop categorization hierarchy and reporting needs * * Do first before tool selection if there are more advanced needs. Some tools may not meet all requirements.

22. Ready, Set, Go! • Incorporate your process into the tool • Get buy-in from users (staff) • Gather, integrate and import the data into your system • Pull reports, perform real-time data capture • Regular maintenance of database! • Reassess at least twice per year • Saturday Feb. 5, 2005 – “Technology Potpourri” Stuart Needel http://www.stuartneedel.com

23. Website Technology

24. Web Development Software Nvu GoLive Contribute FrontPage DreamWeaver Saturday Feb. 5, 2005 – “Create Dynamic PowerPoint Presentations” David Gustafson http://www.breakthrough-dynamics.com

25. Blog – Content Management • A blog (weblog) is… • …an online diary; a chronological log of thoughts and ideas published on a web page. • …a simple form of content management • Blog Examples: • Project collaboration (i.e. internal corporation, with your client’s team) • Personal diary, your opinions, thought for the day • News feeds • continued…

26. Blog –Form of Content Management • More Blog examples…. • Record favorite links, hints and tipsExample “Privacy Blog” of links: http://www.delcreo.com/delcreo/blogs/privacy/delcreoPrivacyBlog.html • Ongoing dialog with key contacts about issues important to them • Call for speakers (INETA bureau for .NET conference) • Personal online accounts of 9/11 drew millions of readers • Turn all your blogging into your first for-fee eBook Saturday Feb. 5, 2005 – “Internet Marketing Strategies” Kent Lewis http://www.anvilmediainc.com

27. Miscellaneous Considerations • Find people with similar interests and they find you – capture in your contact management system! • “Comment SPAM” - big issue (http://codex.wordpress.org/Combat_Comment_Spam) • AudioBlogger – call Blogger and lvm – posted as MP3 file • Password secured! • Delete what you don’t want in your Blogs • Top Blogs are primarily technical in nature

28. Sampling of Blog Software • Top Blog Systems of 2004 • http://www.blogger.com • http://wordpress.org • http://www.bloglines.com • http://www.movabletype.org • http://www.silkware.com • http://multiply.com (photo blogging) “27% of U.S. adults who go online read blogs.” - Anick Jesdanun, Associated Press Hosted and installed versions available for some

29. Blogging Resources Loads of Blog info radio.weblogs.com/0107846/stories/2002/10/03/blogSoftware.html Blog Business Summit - Seattle www.blogbusinesssummit.com/register_google.htm Article on Blogs applicable to those publishing books www.wired.com/wired/archive/10.05/mustread.html?pg=2 Forum for Bloggers http://www.forum4bloggers.com

30. Interactive Brochures • Quick, easy way to personalize communications • Customizable content • Direct link leads contacts back to web site • Workflow approval process • Auto generate and send press releases Resource: www.marqui.com

31. Points to Ponder • Would you like to have a single repository of data to manage all your contacts, easily market, sell and service your customers, the bureaus, and prospects and have much of it automated? • Do you need to re-assess your current system and do some re-engineering for better functionality? • Is it time for your first blog? • And would an Interactive Brochure increase sales?

32. “Technology can help increase your revenue, grow customer loyalty, and improve your ability to ‘high touch’ your prospects and customers. “And we really do speak English.”

33. Ivy Meadors High Tech High Touch Solutions Speaker, Writer, Consultant, Animal Activist www.hthts.com ~~~ 425-398-9292 Ivy@hthts.com

34. Tech Track Presenters Stuart Needel “Technology Potpourri”www.stuartneedel.com Kent Lewis “Internet Marketing Strategies”www.anvilmediainc.com Brian Tolman “ACT! Training – Take One!” www.undergroundact.com Tony Alessandra “Online Assessments” www.alessandra.com Ivy Meadors “Technology Behind the Business” www.hthts.com David Gustafson “Dynamic PowerPoint Presentations”www.breakthrough-dynamics.com

35. Our Exclusive Newsletter “eSharings” Call Center and Help Desk professional’s newsletter focused on creating indispensable service and support groups; comes loaded with resources, viewpoints, tips, books, and ideas that you can apply now! It really is all about building long term customer relationships. Sign up at www.hthts.com

36. CRM Resources Tool lists, articles and other good resources www.best-business.us/management-crm.htm www.crm-a.org/resources.html www.crmportals.com/Crmworld.html www.crmguru.com/articles/2004

37. Slides posted at: NSASpeaker.org/burbank/handouts