Decoding the Social
      in Social CRM
   2020 Social: Because Business is Social

gaurav@2020social.com            kaush...
Decoding Social
Decoding Social
                  Social
                                                   We can look at
              ...
Five Core Social Dynamics
      Invisible


                                           Collective Intelligence

   Ease of...
Forrester Social Technographics
 Forrester Social
  Technographics
  report categorizes
  social media
  behavior into
  ...
Social Media in India
                     In India, joiners are the
                     biggest group after
            ...
Focus on People vs. Content
           Most social platforms are
           including rich user
           profiles, to sh...
Dell Case Study
Dell Hell
 Viral campaign
  against Dell’s
  unresponsive
  customer service,
  started by
  journalist Jeff
  Jarvis.


...
Social Media Evolution at Dell
              1996-97:        2005-06:         2007-08:        2008-09:        2009-10:


 ...
Consumer Generated Content
    Your consumers are
    authors, photographers
    and filmmakers, all       Tap into their
...
Dell Go Green
 Dell Go Green is a
  consumer
  generated content
  contest where
  consumers submit
  ideas to redesign,
...
Conversations
Your customers,
partners and
employees are talking   Listen to them, reach
about you, in public.   out to th...
Direct2Dell Blog
 One of the most
  celebrated
  corporate blogs.
 Posts about
  business,
  technology and
  consumer t...
Dell SMB on Facebook
 Dell’s Small
  Business Facebook
  page, structured as
  a resource for
  small businesses to
  use...
Dell Outlet on Twitter
 Dell uses Twitter as
  a channel to sell
  refurbished
  computers to
  corporate purchase
  mana...
Collaboration
People can help solve
each others’ problems,
if we help them           Create rich profiles
connect.        ...
Dell Support Community
 User driven
  support community
  to increase
  customer
  satisfaction and
  drive down support
...
Community
Communities come
together around a
shared social object: a    Build and nurture a
lifestyle, cause or        com...
Dell Digital Nomad
 Community built
  around the idea of
  being a digital
  nomad.
 Targeted at highly
  mobile laptop
...
Dell Take Your Own Path
 Community where
  users shared
  inspiring stories of
  entrepreneurship.
 Driven by the Dell
 ...
Collective Intelligence
 Customers, employees
 and partners can give     Observe their behavior,
 you new ideas and       ...
Dell Ideastorm
 User driven
  ideation
  community to
  listen to
  customer’s ideas
  on product
  improvement and
  new...
Dell Employee Storm
 Internal ideation
  platform to enable
  Dell’s worldwide
  community of
  more than 80,000
  employ...
Social Media Context at Dell
             Structure         Internal        Social           Community        Role of
    ...
Structure & Stakeholders
 All Dell Employees
  are encouraged to
  blog and tweet
 Employees can
  blog/ tweet as a
  de...
Dell Listening & Response Workflow




      Source: http://slideshare.net/Dell_Inc/blogwell-
      cincinnati-april-7-367...
Dell Blog Response Checklist




   Source: http://www.slideshare.net/Dell_Inc/dell-
   outreach-in-the-blogosphere
   Dis...
Dell Social Media Policy
 Dell has a public
  social media policy
  for its employees




           http://www.dell.com/...
Dell Community Policy
 Dell has a public
  community policy
  for the members of
  its community and
  support forums.


...
Six Elements of Social Strategy
Context         Community       Campaigns        Content          CRM            Channel

...
360° Marketing Redux
Old 360° Marketing Campaigns
                                             TV
 Step 1: Identify a
  brand message that
  r...
Old 360° Marketing Campaigns
      As TVC-centric
      campaigns don’t really      The brand starts and
      build upon ...
Saatchi & Saatchi: Lovemarks
 Lovemarks are
  brands that score
  high on both love
  and respect
 Three ingredients
  o...
Seth Godin: Ideavirus
 An ideavirus is an
  idea that spreads
  on its own, like a
  virus.
 Similar to the
  “contagiou...
Jyri Engestrom: Social Object
 People don’t just
  connect to each
  other. They
  connect through a
  shared object.
 A...
How To Scale Passion?
            The BIG question for
            organizations in the 21st
            century: how to c...
New 360° Marketing Campaigns
                                             TV
 Step 1: Identify a
  big social object
  (l...
New 360° Marketing Campaigns
      As community-centric
      campaigns build upon      They add new layers to
      the w...
New 360° Marketing Campaigns
            Brands need to commit
            to a community-centric   Brands need to get
   ...
Pepsi Refresh 360° Marketing
         Case Study
Pepsi’s Super Bowl Love Affair
 Pepsi spent $142
  million on Super
  Bowl ads in the
  last decade
 Most Pepsi Super
  ...
The Promise of PepsiCo
 In 2009, PepsiCo
  committed to the
  promise of
  “performance with
  purpose”:
  delivering gro...
Pepsi: Moments to Movement
                      Each of our beverage
                      brands has a strategy
        ...
Pepsi Refresh Anthem
 In January 2009,
  Pepsi launched its
  Refresh rebranding
  with a ‘Forever
  Young’ TVC
  featuri...
Pepsi Refresh Everything
 The earlier version
  of the Pepsi
  Refresh website
  showcased content
  and contests that
  ...
Pepsi Refresh Studio
 In September
  2009, Pepsi tied up
  with Will.i.am to
  launch a contest to
  create a user-
  gen...
The Pepsi Refresh Project
 In January 2010,
  Pepsi launched the
  Pepsi Refresh
  Project with a
  budget of $20m and
  ...
Pepsi Refresh: One People TVC
 The One People
  TVC for Pepsi
  Refresh
  aggressively
  promoted online.
 However, Peps...
Pepsi Refresh: Game Mechanics
 Up to 1000 ideas
  can be submitted
  in six categories
  each month with
  voting in the ...
Pepsi Refresh: Ambassadors
 Respected thought
  leaders from GOOD
  act as Refresh
  Ambassadors (and
  community
  manag...
Pepsi Refresh: Blog
 Written by six
  category
  ambassadors from
  Good.
 Blog posts include
  a combination of
  annou...
Pepsi Refresh: Showcase
 All funded ideas
  are showcased and
  their progress
  tracked on the
  idea blog.




        ...
Pepsi Refresh: Virality
 Contestants can
  promote their
  ideas via updates
  on social networks
  like Facebook and
  T...
Pepsi Refresh: Brand Website
 The Pepsi brand
  website promotes
  the Pepsi Refresh
  Project along with
  other current...
Pepsi Refresh: Facebook
 Customized landing
  tab on Facebook to
  showcase the
  highlights of the
  project.




      ...
Pepsi Refresh: Facebook
 Tab to showcase
  MTV VJ’s road trip
  across America to
  meet the Pepsi
  Refresh grant
  reci...
Pepsi Refresh: Facebook
 Tab to showcase
  Pepsi Refresh
  Celebrity
  Challenge where
  Demi Moore and
  Kevin Bacon
  p...
Pepsi Refresh: One Goal in Mind
 In the run up to
  the FIFA World
  Cup, Pepsi Refresh
  tied up with the US
  soccer te...
Pepsi Refresh: Cherry Goodness
 Pepsi Refresh
  contest where
  consumers can win
  $5000 for
  themselves and
  $5000 to...
Pepsi Refresh: Results
 Added 200k new
  Facebook fans in
  Super Bowl week.
 Over 500k new
  Facebook fans by
  end May...
Pepsi Refresh: Canada
 Pepsi is now
  starting the Pepsi
  refresh Project in
  Canada.
 10 grants of $5k,
  $25k, $50k ...
Six Shifts in 360° Marketing
   One: From TVC-centric                    Content + Community + CRM
    campaign to commun...
Six Shifts in 360° Marketing
 One: From TVC-     From
  centric campaign
  to community-
  centric campaign




         ...
Six Shifts in 360° Marketing
 Two: From inside-      From
  out brand message
  to outside-in social
  object




       ...
Six Shifts in 360° Marketing
 Three: From       From
  standalone
  campaigns to a
  series of
  campaigns that
  build u...
Six Shifts in 360° Marketing
 Four: From           From
  standalone content
  pieces to
  permission-based
  content str...
Six Shifts in 360° Marketing
 Five: From linear   From
  ad-supported
  growth to viral
  organic growth




            ...
Six Shifts in 360° Marketing
 Six: From reach    From
  and frequency to
  participation




                            ...
Decoding the Social
   in Social CRM
Social CRM Use Cases
            Marketing      Sales          Support          Innovation     Collaborati
               ...
The Social & CRM Sides of SCRM
            Some players are
            approaching Social CRM
            from the Social...
HootSuite
 Provides workflow,
  analytics, for
  teams to manage
  multiple Twitter
  accounts and
  distribute
  message...
CoTweet
 Enable teams to
  monitor, manage,
  and triage
  conversations in
  Twitter, analyze
  keywords and
  trends, a...
BuzzStream
 Lightweight
  influencer
  relations tool
  targeted at SMEs
  and agencies.
 Keyword tracking,
  profiling,...
BuzzStream Case Study
 How can a photo
  sharing startup
  convince
  influencers to
  write about its
  platform?
 Vide...
Radian6
 Social media
  analytics tool
  targeted at
  agencies and
  enterprises.
 Keyword tracking,
  sentiment,
  ana...
Radian6 Case Study 1
 How can a
  landscaping
  company find
  “point of need”
  sales leads on
  Twitter and the
  socia...
Radian6 Case Study 1
 How can a
  landscaping
  company find
  “point of need”
  sales leads on
  Twitter and the
  socia...
Radian6 Case Study 1
 How can a
  landscaping
  company find
  “point of need”
  sales leads on
  Twitter and the
  socia...
Radian6 Case Study 1
 How can a
  landscaping
  company find
  “point of need”
  sales leads on
  Twitter and the
  socia...
Radian6 Case Study 2
 How can a cable
  company manage
  customer support
  in real time?
 Screenshot 1 of 4:
  Tracking...
Radian6 Case Study 2
 How can a cable
  company manage
  customer support
  in real time?
 Screenshot 2 of 4:
  Identify...
Radian6 Case Study 2
 How can a cable
  company manage
  customer support
  in real time?
 Screenshot 3 of 4:
  Assignin...
Radian6 Case Study 2
 How can a cable
  company manage
  customer support
  in real time?
 Screenshot 4 of 4:
  Syncing ...
Sysomos Heartbeat
 Social media
  analytics tool
  targeted at
  agencies and
  enterprises.
 Keyword tracking,
  sentim...
Alterian SM2
 Social media
  analytics tool
  targeted at
  agencies and
  enterprises.
 Keyword tracking,
  sentiment,
...
Lithium
 Full-featured
  enterprise social
  computing
  platform for large
  enterprises.
 Deep integration
  with Twit...
Lithium
 Blogs, forums,
  idea, chat, mobile.
 Reputation system,
  tribal knowledge
  base, command
  center, content
 ...
Lithium Case Study 1
 How can a gadgets
  marketer connect
  customer
  conversations
  across the social
  web, ideation...
INgage ELAvate
 Full-featured
  enterprise social
  computing
  platform for large
  enterprises and
  government
  agenc...
Jive Market Engagement
 Jive’s social media
  monitoring and
  response offering,
  includes a virtual
  war room.
 Inte...
Jive Case Study 1
 How can a mobile
  phone company
  connect with its
  consumers to
  generate ideas for
  new products...
Helpstream
 Community
  platform focused
  on customer
  service.
 Social media
  monitoring.
 Ideas, Q&A and
  knowled...
Attensity
 Complete suite of
  customer
  experience
  applications for
  enterprises, driven
  by semantic text
  analys...
RightNow CRM
 Full suite of social
  and community
  solutions
  integrated with
  SaaS-based CRM.
 Support,
  innovatio...
Salesforce Service Cloud
 Full suite of social
  and community
  solutions
  integrated with
  SaaS-based CRM.
 Communit...
Chatter Collaboration Cloud
 Facebook for the
  enterprise.
 Members can
  create personal
  profile, public
  groups, m...
Chatter Collaboration Platform
 APIs for developers
  to create new
  social applications
  connected with
  Chatter.



...
Salesforce Case Study 1
 How can a coffee
  chain collaborate
  with its consumers
  to co-create new
  products and
  se...
Salesforce Case Study 2
 How can a
  computer vendor
  engage its
  customers to get
  ideas for new
  products and
  imp...
Salesforce Case Study 3
 How can a shoe
  manufacturer
  involve its
  consumers to
  create new designs
  and products?
...
Apirio
 Offers products
  and services that
  help firms using
  the Force.com
  platform to
  integrate their
  communit...
Apirio Case Study 1
 Custom Facebook
  application
  powered by
  Salesforce to drive
  and measure word-
  of-mouth refe...
Apirio Case Study 2
 Custom Facebook
  application
  powered by
  Salesforce to use
  and measure word-
  of-mouth referr...
SocialCRMTools
 Salesforce
  application to
  manage contacts
  and conversations
  on Twitter,
  Facebook and
  LinkedIn...
GetSatisfaction
 Off-domain
  customer-driven
  self-service
  platform integrates
  with Salesforce.




           Sour...
In Summary
The Experience Ecosystem Toolkit
                The toolkit for creating
                                              Sa...
Social CRM Solution Components
                                                     #6 CAMPAIGNS

                        ...
Ask Us How
2020social.com | contact@2020social.com| @2020social

     gaurav@2020social.com          kaushal@2020social.co...
Upcoming SlideShare
Loading in...5
×

2020 Social Decoding The Social In Social CRM

12,863

Published on

Slides from the 2020 Social workshop on Decoding the Social in Social CRM.

This deck has been used for the following workshops:

- Private workshop for a CRM product firm in India.
- Talk at Talisma Insights 2010.

Update history:

- March 2010
- June 2010

Published in: Business, Technology
2 Comments
43 Likes
Statistics
Notes
No Downloads
Views
Total Views
12,863
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
991
Comments
2
Likes
43
Embeds 0
No embeds

No notes for slide

2020 Social Decoding The Social In Social CRM

  1. 1. Decoding the Social in Social CRM 2020 Social: Because Business is Social gaurav@2020social.com kaushal@2020social.com @gauravonomics @ksarda
  2. 2. Decoding Social
  3. 3. Decoding Social Social We can look at networking social technologies Blogging By Tool through many Microblogging lenses. Photo-sharing Consumer Video-sharing Product design generated Sales and content marketing Conversations By Core Decoding By Customer Collaboration Dynamic Social Function support Community Public relations Collective Partner relations intelligence Employee Business-to- relations By Type of business We like to focus on Organiza- Business-to- the core social tion consumer dynamics. Government Non-profit
  4. 4. Five Core Social Dynamics Invisible Collective Intelligence Ease of Community Understanding Collaboration Conversation Consumer Generated Content Visible Easy Ease of Difficult Implementing
  5. 5. Forrester Social Technographics  Forrester Social Technographics report categorizes social media behavior into seven groups.  In the US, joiners are the biggest group after spectators.  Source: Forrester Social Technographics Report, 2009
  6. 6. Social Media in India In India, joiners are the biggest group after spectators, but the other Brands in India should use groups are small. communities, social games and social contests 30.0 to engage with joiners. 26.0 25.0 20.0 16.0 15.0 13.2 9.5 10.0 3.2 4.2 5.0 2.0 2.8 2.0 1.0 - Social Professional Customer Microblogging Social voting Video sharing Photo sharing Document Blogging Wikis networking networking review sharing Joiners + Critics + Conversatio Collectors + Creators + Creators + Spectators nalists + Spectators Spectators Critics + Spectators Collectors + Conversatio Source: Monthly unique users in millions from nalists http://vizisense.com ; Forrester Social Technographics Report
  7. 7. Focus on People vs. Content Most social platforms are including rich user profiles, to shift the Instead, content-centric focus towards people. platforms should build deep integration with people-centric platforms. Focus on Focus on Content People
  8. 8. Dell Case Study
  9. 9. Dell Hell  Viral campaign against Dell’s unresponsive customer service, started by journalist Jeff Jarvis. Source: http://buzzmachine.com/archives/cat_dell.html Disclosure: Dell is a 20:20 Media and 2020 Social client.
  10. 10. Social Media Evolution at Dell 1996-97: 2005-06: 2007-08: 2008-09: 2009-10: Dell Support Dell Hell Ideastorm Digital Dell Outlet Initiatives Forum Blogger Employee Nomad on Facebook Dell outreach Storm Take Your and Twitter Community Direct2Dell Own Path Social Forum Dell Go commerce Green Involve Dell Reach out Involve Build Use social Challenges customers in and build consumers communities networks to support and long-term and of interest trigger sales product relationships employees in around social discussions with product and objects influencers process innovation Source: http://slideshare.net/Dell_Inc/blogwell- cincinnati-april-7-3678335 Disclosure: Dell is a 20:20 Media and 2020 Social client.
  11. 11. Consumer Generated Content Your consumers are authors, photographers and filmmakers, all Tap into their rolled into one. creativity. Ask them to interpret your brand. I wrote a blog post I love the about it I also new designed a airport!  IX poster
  12. 12. Dell Go Green  Dell Go Green is a consumer generated content contest where consumers submit ideas to redesign, reuse of recycle gadgets to make them go green. Source: http://dellgogreen.com Disclosure: Dell is a 20:20 Media and 2020 Social client.
  13. 13. Conversations Your customers, partners and employees are talking Listen to them, reach about you, in public. out to them, engage them in a two-way conversation. Have you used this Yes! It phone? rocks!  
  14. 14. Direct2Dell Blog  One of the most celebrated corporate blogs.  Posts about business, technology and consumer trends, corporate social responsibility and business unit announcements. Source: http://en.community.dell.com/dell- blogs/b/direct2dell Disclosure: Dell is a 20:20 Media and 2020 Social client.
  15. 15. Dell SMB on Facebook  Dell’s Small Business Facebook page, structured as a resource for small businesses to use social media, has more than 37,000 fans. Source: http://www.facebook.com/dellsocialmedia
  16. 16. Dell Outlet on Twitter  Dell uses Twitter as a channel to sell refurbished computers to corporate purchase managers.  @delloutlet has 1.5 million followers and has resulted in sales of more than $6 million. Source: http://twitter.com/delloutlet
  17. 17. Collaboration People can help solve each others’ problems, if we help them Create rich profiles connect. and reputation systems to encourage people to help each other. How do I fix this Let me tell problem? you how!  
  18. 18. Dell Support Community  User driven support community to increase customer satisfaction and drive down support costs. Source: http://en.community.dell.com Disclosure: Dell is a 20:20 Media and 2020 Social client.
  19. 19. Community Communities come together around a shared social object: a Build and nurture a lifestyle, cause or community platform to interest. host your customers, partners, employees, and evangelists. Here’s what I am passionate We have so I’m about it too! much in passionate common! about! 
  20. 20. Dell Digital Nomad  Community built around the idea of being a digital nomad.  Targeted at highly mobile laptop users. Source: http://www.digitalnomads.com/ Disclosure: Dell is a 20:20 Media and 2020 Social client.
  21. 21. Dell Take Your Own Path  Community where users shared inspiring stories of entrepreneurship.  Driven by the Dell SME team.  Now replicated internationally. Source: http://takeyourownpath.com Disclosure: Dell is a 20:20 Media and 2020 Social client.
  22. 22. Collective Intelligence Customers, employees and partners can give Observe their behavior, you new ideas and ask for their ideas, insights. recognize and reward them for their contribution. Here’s ! Here’s how we It worked! an can make Thank you! idea! it better! 
  23. 23. Dell Ideastorm  User driven ideation community to listen to customer’s ideas on product improvement and new product development. Source: http://ideastorm.com/ Disclosure: Dell is a 20:20 Media and 2020 Social client.
  24. 24. Dell Employee Storm  Internal ideation platform to enable Dell’s worldwide community of more than 80,000 employees to post and discuss ideas on topics ranging from product innovation to company HR policies. Source: http://thesocialworkplace.com/featured/1558/ Disclosure: Dell is a 20:20 Media and 2020 Social client.
  25. 25. Social Media Context at Dell Structure Internal Social Community Role of workflow media policy Agency policy Fitting social Developing Developing Developing Assigning Challenges media within workflows for guidelines for guidelines for roles to all the listening, employees to community stakeholders, organizational resolving and participate on members to including structure responding social participate on external platforms social agency platforms hosted by company Hub and Radian6 All Public Add local or Dell’s spoke model Internal employees community domain Approach Central blogs and empowered policy for know-how strategy team community to engage, each Manage with subject Employee but must community content matter Storm identify calendar and experts themselves as workflow NameatDell Disclosure: Dell is a 20:20 Media and 2020 Social client.
  26. 26. Structure & Stakeholders  All Dell Employees are encouraged to blog and tweet  Employees can blog/ tweet as a dell representative by identifying themselves as NameatDell  Dell official Twitter accounts clearly identify the employees behind them. Source: http://dell.com/twitter
  27. 27. Dell Listening & Response Workflow Source: http://slideshare.net/Dell_Inc/blogwell- cincinnati-april-7-3678335 Disclosure: Dell is a 20:20 Media and 2020 Social client.
  28. 28. Dell Blog Response Checklist Source: http://www.slideshare.net/Dell_Inc/dell- outreach-in-the-blogosphere Disclosure: Dell is a 20:20 Media and 2020 Social client.
  29. 29. Dell Social Media Policy  Dell has a public social media policy for its employees http://www.dell.com/content/topics/global.aspx/policy /en/policy?c=us&l=en&s=gen&~section=019
  30. 30. Dell Community Policy  Dell has a public community policy for the members of its community and support forums. http://en.community.dell.com/content/TOU.aspx
  31. 31. Six Elements of Social Strategy Context Community Campaigns Content CRM Channel Creating the Identifying Creating and Creating and Creating Creating right context evangelists, managing a managing a referral and specific in terms of social object campaign campaign rewards tactics for and calendar, to calendar, to programs online and objectives, community attract the retain the supported by offline metrics, platform. interest of interest of reputation channel and structures, evangelists on evangelists on and integrating workflows a regular a regular recommendat them. and policies. basis. basis. ion systems.
  32. 32. 360° Marketing Redux
  33. 33. Old 360° Marketing Campaigns TV  Step 1: Identify a brand message that represents the brand values  Step 2: Produce a TV commercial to Digital Print communicate the brand message  Step 3: Buy ads to promote the message across TV Commercial Radio In-Store channels  Step 4: Repeat with a new TVC with a different creative twist on the brand PR & Events Billboards message Direct Mail
  34. 34. Old 360° Marketing Campaigns As TVC-centric campaigns don’t really The brand starts and build upon previous ends with zero campaigns… attention in spite of high ad spends. The old role of the campaign was to Campaign 1 Campaign 2 Campaign 3 maximize reach and Attention frequency of the brand message. Time
  35. 35. Saatchi & Saatchi: Lovemarks  Lovemarks are brands that score high on both love and respect  Three ingredients of love: mystery, sensuality and intimacy Source: http://lovemarks.com
  36. 36. Seth Godin: Ideavirus  An ideavirus is an idea that spreads on its own, like a virus.  Similar to the “contagious idea” concept from Publicis Source: http://www.sethgodin.com/ideavirus http://contagious-stuff.com
  37. 37. Jyri Engestrom: Social Object  People don’t just connect to each other. They connect through a shared object.  A social object is an idea that connects people.  Related to Gaurav’s concept of Ideasliver: a social object that you can own. Source: http://zengestrom.com http://gapingvoid.com
  38. 38. How To Scale Passion? The BIG question for organizations in the 21st century: how to convert Brands can scale the employees, partners and passion of their evangelists customers into evangelists? by building and nurturing (online) communities. Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion Select a BIG lifestyle, Build a focused community Build scale by leveraging interest, or cause. around it. existing social platforms.
  39. 39. New 360° Marketing Campaigns TV  Step 1: Identify a big social object (lifestyle, interest or cause) that is connected with the brand values  Step 2: Build an Digital Print online community around the social object  Step 3: Create a campaign to energize evangelists In-Store Community Radio across channels  Step 4: Repeat with a connected campaign around the same social PR & Events Billboards object Direct Mail
  40. 40. New 360° Marketing Campaigns As community-centric campaigns build upon They add new layers to the work done in the the community each previous campaigns… time and grow attention over time. Content + Community + CRM Campaign 3 The new role of the Campaign 2 campaign is to recruit evangelists Campaign 1 Attention into the brand- hosted community. Time
  41. 41. New 360° Marketing Campaigns Brands need to commit to a community-centric Brands need to get strategy for the long content, community term to benefit. and CRM right to really connect campaigns. Content + Community + CRM Campaign To attract Calendar evangelists Campaign 3 Content To retain Campaign 2 Calendar evangelists Community To grow Campaign 1 Attention Platform organically CRM Program To direct behavior Time
  42. 42. Pepsi Refresh 360° Marketing Case Study
  43. 43. Pepsi’s Super Bowl Love Affair  Pepsi spent $142 million on Super Bowl ads in the last decade  Most Pepsi Super Bowl ads were full music videos with top celebrities which went viral with million plus views on YouTube  Overall, Pepsi spends more than half its marketing budget on TV Source: http://youtube.com/watch?v=uRu9HO_tIpw http://www.youtube.com/watch?v=JHboqbcjGSQ
  44. 44. The Promise of PepsiCo  In 2009, PepsiCo committed to the promise of “performance with purpose”: delivering growth by investing in a healthier future for people and our planet. Source: http://pepsico.com, http://pepsico10.com, http://thepromiseny.com
  45. 45. Pepsi: Moments to Movement Each of our beverage brands has a strategy and marketing platform that will be less about (creating) a moment, more about a movement. My primary role involves thinking about Frank Cooper, “How do we start Bonin Bough, Chief Consumer integrating social Global Director of Engagement Officer, media into the overall Digital and Social PepsiCo organization?" Media, PepsiCo
  46. 46. Pepsi Refresh Anthem  In January 2009, Pepsi launched its Refresh rebranding with a ‘Forever Young’ TVC featuring Bob Dylan and Will.i.am  Every generation refreshes the world. Now it’s your turn. Source: http://youtube.com/watch?v=MNVxeBglwxo
  47. 47. Pepsi Refresh Everything  The earlier version of the Pepsi Refresh website showcased content and contests that focused on refreshing various aspects of popular culture. Source: http://refresheverything.com
  48. 48. Pepsi Refresh Studio  In September 2009, Pepsi tied up with Will.i.am to launch a contest to create a user- generated video and music track of the single "La La La" from LMFAO. Source: http://ultimaterefresh.com http://pepsi.realitydigital.net
  49. 49. The Pepsi Refresh Project  In January 2010, Pepsi launched the Pepsi Refresh Project with a budget of $20m and an intent to support ideas that refresh local communities.  Based on the Pepsi Optimism Project (POP) Survey findings: Americans believe that the best ideas are more likely to come from "normal people" as opposed to public figures. Source: http://refresheverything.com
  50. 50. Pepsi Refresh: One People TVC  The One People TVC for Pepsi Refresh aggressively promoted online.  However, Pepsi let go of its Super Bowl opening ad position for the first time in 23 years. Source: http://youtube.com/watch?v=2fS39FitsoQ
  51. 51. Pepsi Refresh: Game Mechanics  Up to 1000 ideas can be submitted in six categories each month with voting in the next month. Each month is effectively a new campaign.  32 grants of $5k, $25k, $50k and $250k, totaling to $1.3m each month.  Leader board for the most popular ideas. Source: http://refresheverything.com
  52. 52. Pepsi Refresh: Ambassadors  Respected thought leaders from GOOD act as Refresh Ambassadors (and community managers) in each category.  Pepsi also tied up with GOOD, Global Giving, Do Something and City Years as cause marketing partners. Source: http://refresheverything.com
  53. 53. Pepsi Refresh: Blog  Written by six category ambassadors from Good.  Blog posts include a combination of announcements, how-to tips, case studies and grantee stories to energize and educate the community. Source: http://refresheverything.com
  54. 54. Pepsi Refresh: Showcase  All funded ideas are showcased and their progress tracked on the idea blog. Source: http://refresheverything.com
  55. 55. Pepsi Refresh: Virality  Contestants can promote their ideas via updates on social networks like Facebook and Twitter, or via a widget on their blog or website.  The Pepsi Refresh voting app on Facebook shows ideas your friends support and has more than 50k users. Source: http://refresheverything.com
  56. 56. Pepsi Refresh: Brand Website  The Pepsi brand website promotes the Pepsi Refresh Project along with other current brand promotions, most of which are thematically related to the Pepsi Refresh Project theme. Source: http://pepsi.com
  57. 57. Pepsi Refresh: Facebook  Customized landing tab on Facebook to showcase the highlights of the project. Source: http://facebook.com/refresheverything
  58. 58. Pepsi Refresh: Facebook  Tab to showcase MTV VJ’s road trip across America to meet the Pepsi Refresh grant recipients. Source: http://facebook.com/refresheverything
  59. 59. Pepsi Refresh: Facebook  Tab to showcase Pepsi Refresh Celebrity Challenge where Demi Moore and Kevin Bacon promoted their favorite causes. Source: http://facebook.com/refresheverything
  60. 60. Pepsi Refresh: One Goal in Mind  In the run up to the FIFA World Cup, Pepsi Refresh tied up with the US soccer team to run a contest where three players promoted their favorite ideas Source: http://ussoccer.com/pepsirefresh
  61. 61. Pepsi Refresh: Cherry Goodness  Pepsi Refresh contest where consumers can win $5000 for themselves and $5000 to support their favorite charity by finding one of the 100 specially marked Pepsi Cherry products. Source: http://refresheverything.com
  62. 62. Pepsi Refresh: Results  Added 200k new Facebook fans in Super Bowl week.  Over 500k new Facebook fans by end May.  2m registered users by end-May.  5m unique visitors a month.  60,000 tweets (175 million Twitter impressions) by end-May. Source: http://refresheverything.com
  63. 63. Pepsi Refresh: Canada  Pepsi is now starting the Pepsi refresh Project in Canada.  10 grants of $5k, $25k, $50k and $250k, totaling to $200k each month. Source: http://refresheverything.ca
  64. 64. Six Shifts in 360° Marketing  One: From TVC-centric Content + Community + CRM campaign to community- centric campaign  Two: From inside-out brand Campaign 3 message to outside-in social object Campaign 2  Three: From standalone campaigns to a series of campaigns that build upon Campaign 1 Attention each other  Four: From standalone content pieces to permission-based content streams  Five: From linear ad- Time supported growth to viral organic growth  Six: From reach and frequency to participation
  65. 65. Six Shifts in 360° Marketing  One: From TVC- From centric campaign to community- centric campaign To
  66. 66. Six Shifts in 360° Marketing  Two: From inside- From out brand message to outside-in social object To
  67. 67. Six Shifts in 360° Marketing  Three: From From standalone campaigns to a series of campaigns that build upon each other To
  68. 68. Six Shifts in 360° Marketing  Four: From From standalone content pieces to permission-based content streams To
  69. 69. Six Shifts in 360° Marketing  Five: From linear From ad-supported growth to viral organic growth To
  70. 70. Six Shifts in 360° Marketing  Six: From reach From and frequency to participation To
  71. 71. Decoding the Social in Social CRM
  72. 72. Social CRM Use Cases Marketing Sales Support Innovation Collaborati on Brand Identifying Identifying Identifying Profiles, Insights tracking leads problems trends and groups and Research ideas activity communities streams Changing Converting Solving Acknowledgi Shared Response medium or leads problems ng ideas workspaces message Viral Referral Suggestion Suggestion Blogs and Proactive marketing campaigns campaigns campaigns wikis campaigns Evangelist Evangelist Self-service Ideation Employee Crowd- communities communities communities communities and partner sourcing communities Adapted from: Altimeter Social CRM Use Cases
  73. 73. The Social & CRM Sides of SCRM Some players are approaching Social CRM from the Social-side, The Social and CRM others from the CRM-side. approaches are rooted in different value systems and might not converge. 1. Social media 2. Community 3. Community 4. CRM tools with CRM platforms with platforms with solutions with features CRM connectors CRM core social features Hootsuite Jive Salesforce MS Dynamics Radian6 Lithium RightNow Oracle Buzzstream ENgage Helpstream Social CRM Public Private Many-to-many One-to-one Emergent Rule-driven
  74. 74. HootSuite  Provides workflow, analytics, for teams to manage multiple Twitter accounts and distribute messages across multiple networks. Other features are influence rating, custom URL for analytics, regional tracking. Source: http://hootsuite.com/
  75. 75. CoTweet  Enable teams to monitor, manage, and triage conversations in Twitter, analyze keywords and trends, assign updates to team members and schedule responses Source: http://cotweet.com
  76. 76. BuzzStream  Lightweight influencer relations tool targeted at SMEs and agencies.  Keyword tracking, profiling, contact management, workflow management and conversation history. Source: http://buzzstream.com/social-media
  77. 77. BuzzStream Case Study  How can a photo sharing startup convince influencers to write about its platform?  Video demo Source: http://vimeo.com/6163011
  78. 78. Radian6  Social media analytics tool targeted at agencies and enterprises.  Keyword tracking, sentiment, analytics, profiling, workflow management.  Integration with Saleforce CRM.  Integration with Webtrends and Omniture web analytics. Source: http://radian6.com/integration/social-crm & http://radian6.com/integration/web-analytics
  79. 79. Radian6 Case Study 1  How can a landscaping company find “point of need” sales leads on Twitter and the social web?  Screenshot 1 of 4: Tracking conversations related to select keywords in Radian6. Source: http://radian6.com/applications/sales-and-lead- generation/
  80. 80. Radian6 Case Study 1  How can a landscaping company find “point of need” sales leads on Twitter and the social web?  Screenshot 2 of 4: Syncing contact record between Radian6 and Salesforce. Source: http://radian6.com/applications/sales-and-lead- generation/
  81. 81. Radian6 Case Study 1  How can a landscaping company find “point of need” sales leads on Twitter and the social web?  Screenshot 3 of 4: Tracking contact history in Salesforce. Source: http://radian6.com/applications/sales-and-lead- generation/
  82. 82. Radian6 Case Study 1  How can a landscaping company find “point of need” sales leads on Twitter and the social web?  Screenshot 4 of 4: Tracking impact on web traffic with Webtrends & Omniture. Source: http://radian6.com/applications/sales-and-lead- generation/
  83. 83. Radian6 Case Study 2  How can a cable company manage customer support in real time?  Screenshot 1 of 4: Tracking conversations related to select keywords in Radian6. Source: http://radian6.com/applications/customer- service-outreach/
  84. 84. Radian6 Case Study 2  How can a cable company manage customer support in real time?  Screenshot 2 of 4: Identifying conversations related to potential customer support problems in Radian6. Source: http://radian6.com/applications/customer- service-outreach/
  85. 85. Radian6 Case Study 2  How can a cable company manage customer support in real time?  Screenshot 3 of 4: Assigning problems to customer support team using the workflow features in Radian6. Source: http://radian6.com/applications/customer- service-outreach/
  86. 86. Radian6 Case Study 2  How can a cable company manage customer support in real time?  Screenshot 4 of 4: Syncing case with Salesforce CRM and tracking case history in Salesforce. Source: http://radian6.com/applications/customer- service-outreach/
  87. 87. Sysomos Heartbeat  Social media analytics tool targeted at agencies and enterprises.  Keyword tracking, sentiment, analytics, profiling, workflow management.  Integration with Saleforce CRM. Source: http://sysomos.com/products/overview/heartbeat
  88. 88. Alterian SM2  Social media analytics tool targeted at agencies and enterprises.  Keyword tracking, sentiment, analytics, profiling, workflow management.  Integration with Alterian Dynamic Messenger and Alterian Content Manager. Source: http://alterian-social-media.com/Why- SM2/dynamic-messenger
  89. 89. Lithium  Full-featured enterprise social computing platform for large enterprises.  Deep integration with Twitter, Omniture, Salesforce and Rightnow. Source: http://lithium.com/what-we-offer/social-crm- suite
  90. 90. Lithium  Blogs, forums, idea, chat, mobile.  Reputation system, tribal knowledge base, command center, content discovery, content syndication. Source: http://lithium.com/what-we-offer/social-crm- suite
  91. 91. Lithium Case Study 1  How can a gadgets marketer connect customer conversations across the social web, ideation platforms, support forums and CRM platforms? Source: http://youtube.com/watch?v=j1ozGiXSpI0
  92. 92. INgage ELAvate  Full-featured enterprise social computing platform for large enterprises and government agencies.  Ideation, community, public comment, marketplace and mobile solutions.  Deep analytics and Microsoft Dynamics CRM integration. Source: http://ingagenetworks.com/services-elavate- enterprise
  93. 93. Jive Market Engagement  Jive’s social media monitoring and response offering, includes a virtual war room.  Integrated with their full-featured internal collaboration and external community platform. Source: http://jivesoftware.com/solutions/market- engagement
  94. 94. Jive Case Study 1  How can a mobile phone company connect with its consumers to generate ideas for new products and features?  Structured ideation platform to solicit and select best customer ideas. Source: http://sonyericsson.com/se-dot/
  95. 95. Helpstream  Community platform focused on customer service.  Social media monitoring.  Ideas, Q&A and knowledge bases.  Integration with Salesforce or Oracle CRM. Source: http://www.helpstream.com/site_product/product.html
  96. 96. Attensity  Complete suite of customer experience applications for enterprises, driven by semantic text analysis.  Partnerships with Lithium and Radian6. Source: http://attensity.com
  97. 97. RightNow CRM  Full suite of social and community solutions integrated with SaaS-based CRM.  Support, innovation and customer communities.  Social media monitoring. Source: http://rightnow.com/cx-suite-social- experience.php
  98. 98. Salesforce Service Cloud  Full suite of social and community solutions integrated with SaaS-based CRM.  Community features like ideas and answers.  Integration with knowledge base and CRM.  Deep Twitter integration.  Force.com and Facebook API. Source: http://salesforce.com/in/crm/customer-service- support/
  99. 99. Chatter Collaboration Cloud  Facebook for the enterprise.  Members can create personal profile, public groups, monitor projects and share content.  Integration with Twitter and Facebook. Source: http://salesforce.com/in/chatter/apps/
  100. 100. Chatter Collaboration Platform  APIs for developers to create new social applications connected with Chatter. Source: http://salesforce.com/in/chatter/platform/
  101. 101. Salesforce Case Study 1  How can a coffee chain collaborate with its consumers to co-create new products and services?  Structured ideation platform to solicit and select best customer ideas. Source: http://mystarbucksidea.force.com/
  102. 102. Salesforce Case Study 2  How can a computer vendor engage its customers to get ideas for new products and improvements on existing products?  Structured ideation platform to solicit and select best customer ideas. Source: http://ideastorm.com
  103. 103. Salesforce Case Study 3  How can a shoe manufacturer involve its consumers to create new designs and products?  Structured ideation platform to solicit and select best customer ideas. Source: http://crocsideas.force.com/
  104. 104. Apirio  Offers products and services that help firms using the Force.com platform to integrate their communities with Facebook, Amazon Web Services and Google Apps. Source: http://appirio.com/products/CloudConnect_facebook.ph p
  105. 105. Apirio Case Study 1  Custom Facebook application powered by Salesforce to drive and measure word- of-mouth referrals in a Starbucks campaign to encourage volunteerism. Source: http://appirio.com/products/rms/viralmarketing_demo/ viralmarketing_demo.htm
  106. 106. Apirio Case Study 2  Custom Facebook application powered by Salesforce to use and measure word- of-mouth referrals in a Mark campaign to encourage product referrals. Source: http://apps.facebook.com/meetmark/home.do
  107. 107. SocialCRMTools  Salesforce application to manage contacts and conversations on Twitter, Facebook and LinkedIn. Source: http://socialcrmtools.com/
  108. 108. GetSatisfaction  Off-domain customer-driven self-service platform integrates with Salesforce. Source: http://getsatisfaction.com/uses/salesforce
  109. 109. In Summary
  110. 110. The Experience Ecosystem Toolkit The toolkit for creating Salesforce seems to be a talkworthy best positioned to offer experience ecosystem an end-to-end solution. is coming together. The Conversation Feedback Loop Social Media Social Collaboration Social Commerce Community Analytics Applications Solutions & CRM Solutions Platforms Solutions Listening Sharing Collaborating Converting Energizing Profiling Connecting Co-creating Supporting Retaining Radian6 Facebook API SocialText Bazaarvoice Jive Sysomos OpenSocial API Chatter SF Sales Cloud Lithium Alterian SM2 Twitter API Accept Ideas RightNow INgage Buzzstream LinkedIn API SF Service Cloud Helpstream Talkworthy Experience Ecosystem
  111. 111. Social CRM Solution Components #6 CAMPAIGNS 4.5 Super-user 5.5 Partner Profiling Relations 3.5 Mobile 4.4 Workflow 5.4 Influencer Integration Management Relations 3.4 OpenSocial 3.6 Analytics Integration Integration 4.3 Community 5.3 Market Engagement 3.3 LinkedIn 3.7 CRM Research Integration Integration 2.3 Groups 4.2 Content 5.2 Sales & Creation 3.2 Twitter 3.8 Transaction Marketing 2.2 Forums 2.4 Chat Integration 1.1 Profiles Integration 1.2 Relationships 4.1 Content 3.1 Facebook 1.3 Activity Streams 3.9 Content 5.1 Customer 2.1 Blogs 2.5 Ideas Moderation Integration 1.4 Reputation System Syndication Support 1.5 Search & Discovery #4 SERVICES #3 INTEGRATION #1 CORE #2 APPLICATIONS #5 USE CASES
  112. 112. Ask Us How 2020social.com | contact@2020social.com| @2020social gaurav@2020social.com kaushal@2020social.com @gauravonomics @ksarda
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×