Above The Funnel: Integrating Social and CRM

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Chris Selland, Chief Marketing Officer

April 8, 2023

Above the Funnel – Integrating Social & CRM

A Bit About Me…

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CRM

VP of CRM at the Yankee Group

Founder of Reservoir Partners

Sold to Aberdeen Group

Past President CRMA

Editorial Board CRM Magazine

Chair of DCI CRM, DestinationCRM, Linkage Sales & Marketing & other events

Social

Senior Marketing & BusDev Roles at SoundBite Communications, Constant Contact, Snow Beverages, Lumigent Technologies

Expert Advisor at Focus.com

(S)CRM

Sales, Marketing, Customer Service

CMO at Terametric

The Promise & The Reality of CRM

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Social Media Marketing today

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The Opportunity

•Social Network use exploding

•Customers are conversing, and companies must participate

•New ‘influencers’ drive discussions

The Challenge(s)

•Fuzzy metrics & the ‘ROI’ challenge

•Patchwork of consumer & ‘free'

•Junior-level and/or outsourced staff – little to no control

•Skeptical management

•Social is not 9-5

Influence is Specific, not General

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“Does Ashton Kutcher (7.3M Twitter followers at

the time of this writing) influence car buyers?

Stroller buyers? Computer buyers?

Does Lady Gaga influence headache sufferers?”

Source: A Framework for Social Analytics

Altimeter Group, August 2011Source: Gillin.com – September 6, 2011

The ‘Big Data’ Challenge

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“… 90% of the data in the world today has been created in the

last two years alone”

Source: Smarter Computing Builds a Smarter Planet

IBM, 2011

“The killer app of big data is the detailed analysis of customer behaviour, and one of

the richest sources of information about what people really think is to be found in

social media, be that Twitter, Facebook or YouTube etc. ”

Source: IT-Director.comDavid Norris – Bloor Research

August 23, 2011

Personal Meets Professional

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Enabled, but not Driven, by Technology

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“The lesson for business, in terms of Social CRM is that we are now at a point that the customers’ expectations are so great and their demands so empowered that our SCRM business strategy needs to be built around collaboration and customer engagement, not traditional operational customer management.”

Paul Greenberg, Time to Put a Stake in the Ground on Social CRM - ZDNet

Social Sales & Marketing Ecosystem

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Takeaways

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“…Social media isn't simply a sales and marketing channel; it is also a

medium for relationships, reputation, community, service, advice, education,

recruiting and awareness. This puts social media in the same category as other investments that firms typically will make without an eye to financial ROI. For example, customer service,

employee education, hiring, corporate giving, sponsorships and public relations are rarely held to hard

standards of ROI, yet that doesn't prevent businesses from investing as

necessary.”

─ “Five Reasons NOT to Monetize Social Media”

Augie Ray, Experience: The BlogSeptember 2, 2011

Customers are Social, CRM must Evolve• Doing nothing is not an option

Influence is Specific, not General• Discover and engage with influencers in your

market

Focus Your Efforts• Don’t micromanage, but focus efforts of frontline

personnel

Doing It is Easy, Scaling It is Hard• Set and continuously measure metrics (including,

but not limited to, ROI)

• Align with traditional CRM & Operational systems

Terametric Inbox Influencer

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Sign up for free at www.terametric.com/Influencer

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Chris SellandCMO

[email protected]@terametric@cselland