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
Exp...
LIVE FROM THE HEAD OF YOUR CEO…
‘‘The Organisation overall budget is finite’’
Rule 1: Primary Budget is allocated to the c...
Reaction
GO ONE STEP FURTHER
# Fans
# Likes
# Shares
Investment
$$$$$
Action
Non
Financial
Impact
Financial
Impact
Experim...
HOW TO MEASURE SOCIAL ROI?
From…
Bring Fans into the Single Customer View
… To
Social
Costs
Social
Revenue
Social
Revenue
...
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
C...
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
Int...
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...
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
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

  1. 1. SOCIAL CRM How to stop playing and link social media to ROI
  2. 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. 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. 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. 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. 6. CHALLENGE: MAKE THE LINK CRM eCRM Social CRM Automatic Manual Apps / FB Login / API … PR Company / Community Manager
  7. 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. 8. OPPORTUNITY: CALCULATE SOCIAL ROI data hub
  9. 9. OPPORTUNITY: PERSONA SEGMENTATION Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden
  10. 10. OPPORTUNITY: REACTIVE TRIGGER CAMPAIGN Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden Reactivation
  11. 11. OPPORTUNITY: PREDICTIVE TRIGGER CAMPAIGN Prospects ClientsFans Upsell Candidates Hot Leads Ambassadors Golden Business Intelligence Churn Prevention
  12. 12. WHAT FOR? A few cases…
  13. 13. ECOUPON VALUE
  14. 14. TV PRODUCT PLACEMENT
  15. 15. CONTEST PRIZE
  16. 16. WHAT ABOUT THE FUTURE?
  17. 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. 18. CONCLUSION Don’t be late! Have your Social CRM ready So you can start your SOLOMO CRM on time!
  19. 19. Florent Diverchy Florent.diverchy@bisnode.com @thefrenchflo Digital Business Consultant
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