German-Brazilian-Partnerships for Social CRM The paradigm of Social CRM use in emerging markets: an overview and applicability in a case study on the brazilian market Louise Aimeé Reis Guimarães Márcia Fontes Pinheiro

Agenda Introduction Research proposal Materials and Method Partial Outcomes

Introduction Social Network Sites (SNS) have been receiving a serious amount of public attention, to the point of having millions of registered users and a billion hits per day.

Introduction This SNS adoption by costumers exploited the Social Web for Customer Relationship Management (CRM) and it is an emerging concept called Social Customer Relationship Management (Baird 2011).

Introduction The Brazilian market has increasingly impressive figures on the use of social media and interaction with companies through them. According to research from Facebook, online teens and young adults in Brazil (ages 13 to 24) strongly expect brand content to be entertaining (81%). And nearly seven in 10 say they like it when brands speak to them on social media (eMarketer 2015).

Introduction

Introduction

Research proposal Lack of case studies in the literature concern on Social CRM implementation in Brazilian market. Statistics of the knowledge on the use and implementation of Social CRM in companies.

Materials and Method Market characterization literature review. Identify research outcomes in market characterization for Social CRM.

Materials and Method The research model developed by Martins et al. (Understanding the determinants of social network sites adoption at firm level: A mixed methodology approach) was the best adaptive model for different scenarios experienced by the current economic context in Brazil. This model is based on the mixed qualitative and quantitative approach, deriving from the Delphi study.

Materials and Method As a result, a survey was developed, and the following research topics will be analyzed from that: I. Knowledge about Social CRM; II. How brazilian companies use social medias; III. Application of software tools to monitor and/or manage social medias; IV. Variables that influence on the adoption of Social CRM.

Partial Outcomes Structure development: - Observe the behavior of companies (Users x Social Media x Social CRM); - Experts overview. One of the duties of this research is provide data and analysis as the implementation and the potential of the Brazilian market with the Social CRM, and also understand the functioning of the local scene regarding social media and their users.

German-Brazilian-Partnerships for Social CRM The paradigm of Social CRM use in emerging markets: an overview and applicability in a case study on the brazilian market Louise Guimarães (louise.guima@hotmail.com) Márcia Pinheiro (eng.marciafontes@gmail.com )