SOCIAL CRM
DEFINITION
3 Takeaways
1. The secret to getting ROI out of Social is data
2. Personalization driven from Social CRM will be the best differentiator
3. We have to stop being reactive and start taking a proactive approach to social media
What it is | Jay Baer
“2011 will be the year that we begin to have a unified view of subscribers, fans, and followers. API-driven advances in CRM and databases will enable companies to better understand the full array of their digital marketing and social media relationships.”
>> We’ve been talking about “one to one” marketing for 20 years. It’s finally here…<<
Jay BaerTHE NOW REVOLUTION (2010)
>> It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few…<<
M. Lawrence LightFormer CMO McDonalds
WHY SOCIAL CRM
Why Social CRM | Social CRM is a Win-Win
WHAT’S IN IT FOR THE CUSTOMER
WHAT’S IN IT FOR THE BRAND
Increased Relevance Higher engagement & response rates
Increased satisfaction
Higher brand loyalty & advocacy
Better customer service
Know more about your most profitable
customers
Easier sign-up process
More data for messaging and segmentation
MAPPING USERS ACROSS THE WEB
Mapping Users Across the Web
Connected through professional e-mail
Connected through personal e-mail
Social CRM
Mapping Users Across the Web
$
Use Social Sign On 41%
Create a New Account 24%
Use Guest Account 35%
SSO is Preferred over New or Guest Account
Social Sign On
20-30% increase in Registrations with Social Sign
On
SSO
48% of respondents said I am more likely to buy at a site
that automatically recognized me
Source: Janrain
Gather | Social Sign On
Share
Facebook 46%
Google 17%
Twitter 14%
Yahoo 13%
Myspace 7%
Linkedin 2%
Aol 1%
Social Sign On
Social Sign On
About MeAddressesBooksCurrent LocationEmailsFriends ListInterested In MeetingInterestsLast UpdatedMoviesMusicOrganizationsPhotosRelationship StatusStatusTV ShowsURLs
Social Sign On
About MeAddressesBooksCurrent LocationEmailsFriends ListInterested In MeetingInterestsLast UpdatedMoviesMusicOrganizationsPhotosRelationship StatusStatusTV ShowsURLs
STRATEGIC APPROACH
Reactive Proactive
Social CRM | Reactive/Proactive
Gather
Message Mine
Cluster
PublishListen
Identify
Evaluate
Assign
Engage
Gather | Gamification
ga-mi-fi-ca-tionIntegrating game dynamics into your site, service, community, content or campaign, in order to drive participation, loyalty and data collection
Gather | Gamification
Registering
Taking a quiz
SharingVisiting more Often
Rating Watching a video
Subscribing
Writing a comment
Other Action
Mine
Shopping|Experian HHI|Zip Code Marital Status|Facebook
Tom
@g
mail.c
om
++Employer|Facebook
+ +Personality|Gamification Preferences|Profile
Cluster
Married
Style: Traditional
Style: Modern
Style: Traditional
Style: Modern
No Kids
2+ Kids
RFM
RFM
RFM
• Recency - The length of time since the audience’s last desired behavior (page view, sign-up, survey completion, order, etc.). Customers that have ____ recently are more likely to ____ again versus customers that have not _____ in a while.
RFM
RFM
RFM
• Frequency - The rate at which the audience is exhibiting those desired behaviors. Customers that ____ frequently are more likely to ____ again than customers that have only ____ once or twice.
RFM
RFM • Monetary Value - The sum of the
value of the audience’s desired behaviors. Customers that have ____ the most in total are more likely to ____ again
EXAMPLES
Examples
GETTING STARTED
The Road Map
Level 5• Proactive
Engagement
Level 4• Social Media
Customer Care
Level 3• Social Media
Marketing
Level 2• Social Media
broadcasting
Level 1• Listening (or
ignoring)
Social CRM Players
