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  • 1. SOCIAL CRM How to stop playing and link social media to ROI
  • 2. A BRIEF HISTORY OF DIRECT MARKETING ‘90s ‘10s ‘00s Single Customer View Email Social Media Experimentation Integration Experimentation Integration CRM eCRM Social CRM Clients prospects Clients Clients ProspectsFans ?
  • 3. LIVE FROM THE HEAD OF YOUR CEO… ‘‘The Organisation overall budget is finite’’ Rule 1: Primary Budget is allocated to the core of the business Rule 2: Winners get funding. Losers don’t Hint: this is usualy NOT Social media  Justify Budget  Justify Business  Show your ROI  Show Financial outcome And show it quicker because… (Source: Social Media ROI – Olivier Blanchard)
  • 4. Reaction GO ONE STEP FURTHER # Fans # Likes # Shares Investment $$$$$ Action Non Financial Impact Financial Impact Experimentation Integration Cost Reduction $$$$$ Increased Revenue The Investment-return Relationship (Source: Social Media ROI – Olivier Blanchard) You have Fans, now what? NOT The Investment-return Relationship
  • 5. HOW TO MEASURE SOCIAL ROI? From… Bring Fans into the Single Customer View … To Social Costs Social Revenue Social Revenue Social Costs- = Social ROI Personnel Technology Time other
  • 6. CHALLENGE: MAKE THE LINK CRM eCRM Social CRM Automatic Manual Apps / FB Login / API … PR Company / Community Manager
  • 7. CHALLENGE: STORE & PROCESS SOCIAL DATA Mobile Data Social Data Email Data Customer Data Real Time Mobile Campaign Social Campaign Email Campaign Campaign data hub
  • 8. OPPORTUNITY: CALCULATE SOCIAL ROI data hub
  • 9. OPPORTUNITY: PERSONA SEGMENTATION Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden
  • 10. OPPORTUNITY: REACTIVE TRIGGER CAMPAIGN Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden Reactivation
  • 11. OPPORTUNITY: PREDICTIVE TRIGGER CAMPAIGN Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden Business Intelligence Churn Prevention
  • 12. WHAT FOR? A few cases…
  • 13. ECOUPON VALUE
  • 14. TV PRODUCT PLACEMENT
  • 15. CONTEST PRIZE
  • 16. WHAT ABOUT THE FUTURE?
  • 17. MOBILE IS SWITCHING TOO ‘90s ‘10s ‘00s Single Customer View Email Social Media Experimentation Integration Experimentation Integration CRM eCRM Social CRM Local & Mobile Experimentation Integration SOLOMO CRM‘10s Your Next Challenge!
  • 18. CONCLUSION Don’t be late! Have your Social CRM ready So you can start your SOLOMO CRM on time!
  • 19. Florent Diverchy Florent.diverchy@bisnode.com @thefrenchflo Digital Business Consultant