SOCIAL CRM - How to stop playing and link Social Media to ROI
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SOCIAL CRM - How to stop playing and link Social Media to ROI

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    SOCIAL CRM - How to stop playing and link Social Media to ROI SOCIAL CRM - How to stop playing and link Social Media to ROI Presentation Transcript

    • SOCIAL CRM How to stop playing and link social media to ROI
    • 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 ?
    • 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)
    • 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
    • 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
    • CHALLENGE: MAKE THE LINK CRM eCRM Social CRM Automatic Manual Apps / FB Login / API … PR Company / Community Manager
    • CHALLENGE: STORE & PROCESS SOCIAL DATA Mobile Data Social Data Email Data Customer Data Real Time Mobile Campaign Social Campaign Email Campaign Campaign data hub
    • OPPORTUNITY: CALCULATE SOCIAL ROI data hub
    • OPPORTUNITY: PERSONA SEGMENTATION Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden
    • OPPORTUNITY: REACTIVE TRIGGER CAMPAIGN Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden Reactivation
    • OPPORTUNITY: PREDICTIVE TRIGGER CAMPAIGN Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden Business Intelligence Churn Prevention
    • WHAT FOR? A few cases…
    • ECOUPON VALUE
    • TV PRODUCT PLACEMENT
    • CONTEST PRIZE
    • WHAT ABOUT THE FUTURE?
    • 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!
    • CONCLUSION Don’t be late! Have your Social CRM ready So you can start your SOLOMO CRM on time!
    • Florent Diverchy Florent.diverchy@bisnode.com @thefrenchflo Digital Business Consultant