Social the CRM Game Changer


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Social the CRM Game Changer

  1. 1. Social: The CRM Game Changer February 23, 2012 1
  2. 2. About Engauge We leverage creativity, insight and technology to help brands thrive in a digital world. Offices in Atlanta, Columbus, Orlando, Austin and Pittsburgh 285 employees2
  3. 3. Today’s presenters Teresa Caro, VP Social Marketing, Engauge @TeresaCaro /in/TeresaCaro Zoe Levine, Interactive/Online Marketing Manager, Coca-Cola @SkinnyPeaches /in/ZoeLevine 3
  4. 4. What are we talking about today?Social CRM Game Changer• Today’s social requires a strategic approach• Branding beyond the platform• Keeping social integrated into the overall approach• Rewarding relationships that drive loyalty and consumption 4
  5. 5. Engauge highlights 5
  6. 6. Social Requires A Strategic Approach We hated spam on email (still do).We don’t like it any more in the era of social networking. So stop it already! Yes, we know you have a “great way to make money on Twitter” on your site but frankly, we’re tired of hearing it! Instead, promote serious ways people can solve problems in their business. You add to your credibility and avoid being seen as a spammer. - Terry Brock, Marketing Coach 6
  7. 7. Social is no longer new media 7 Source:
  8. 8. Social is a playground for the organization Marketing Partnerships Promotions Customer Service 8
  9. 9. Social is integral to your relationship marketing strategy type of action Coupon Customer Recipe Word of Clipping Service Sharing Mouth Traditional Engagertype of engagement Socially Savvy Up-and- Comer 9
  10. 10. Requiring a strategic approach, where every channel has its purpose Targeted Offers - Direct Visual Curation - Categorized Targeted Offers - Email Timely Online Media Promotions DatabaseExclusivity Timely Promotions - Local Content Curation Influencer Outreach Visual Curation - Original Art Visual Curation - Teens 10
  11. 11. Understanding not all content is for all channels Communication Type Content Examples Channels • BenefitsProduct Info • Did You Know • New Functionality • New Launches • SweepsNews & Announcements • New Partnerships • Promotions • New Partners • Offers • FAQ’sCustomer Service • Channel Options • Contact Methods • First to know info • CampaignsExclusives • Behind the scenes • Sweeps • Coupons • Promotions 11
  12. 12. Ensuring the conversation is balanced Relational 20% Promotional 30% Events 15% Promotional Products Partnerships Partnerships 15% 20% Products Events Relational 12
  13. 13. Extending the brand appropriately Voice & Tone: Moving from monologue to dialogue The voice and tone defines the online brand expression in the social space and is true reflection of the beliefs and attitudes of the brand, as well as the behaviors of the audience that is being engaged. 13
  14. 14. Branding Beyond the PlatformThe brand was really built on social media and PR strategies. Social media is anopportunity for us to engage with consumers and have a conversation, which isdifferent than paid media, when youre just shouting through a bullhorn. - Jeremy Morgan, SVP of Marketing & Consumer Insights, Smash Burger 14
  15. 15. GE inspires to build, power, move and cure the world GE - Pinterest • Creative board content and titles • Gives insight into company culture • Utilizes search tool by commenting on user uploads involving GE 15
  16. 16. Red Bull strengthens its relationship with its consumers throughrelevant visuals Red Bull - Instagram • Contest influenced by following, not product • Content consistent across all channels • Utilize athletes’ networks • Insight into company culture “behind the scenes” • 110,000 Followers 16
  17. 17. NikeID extends the value of its brand by making it easy forconsumer to create content NIKEiD - Tumblr • Hosts company blog on Tumblr • Allow users to submit content for blog • UGC posted daily • Blend of news, tips and UGC 17
  18. 18. Keeping Social Integrated Into The Overall Approach Evolution is evolution – and it’s happened before us and will continue after we’re gone. But, what’s taking place now is much more than change for the sake of change. The socialization of content creation, consumption and participation, is hastening the metamorphosis that transforms everyday people into participants of a powerful and valuable media literate society. - Brian Solis 18
  19. 19. Trump increased brand awareness and revenue with curated luxury content 90% of companies believe brand building to be the greatest benefitAccess brand through Actively managed as a Promoting the brand channel of choice guest first, promotion across YouTube and Curated travel second Facebook recommendations 19
  20. 20. Weego commercial drove 800,000 video views 96% of companies using social media to support advertising objectives Weego commercial - 800,000 views(10x 2nd most viewed video on channel) Personalize star of campaign on Facebook re-design after airing of Facebook tab commercial Data sourced from Booz & Company 20
  21. 21. Social strategies still need work• 57% there is not enough cross-departmental collaboration to get the best from social channels• 55% did not have sufficient resources to run and engage communities• 51% point to a lack of buy-in at the highest level of management• 43% reported social media was not yet core to their strategy Data sourced from Booz & Company 21
  22. 22. Social may be a CRM game changer, yet it can’t happen overnight 22
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