The Future of Social CRM<br />September 22, 2011<br />
Background<br />CRM Grounding<br />Social Opportunity<br />Brand Examples<br />Enabling Platforms<br />Futurist Speculatio...
Who is C-K?<br />Who is this guy?<br />3<br />
CRM Level Set<br />4<br />
5<br />CRM (it’s complicated)<br /><ul><li>Systems
Data
Segments
Scoring</li></li></ul><li>6<br />
7<br />RFM has long been applied as an alternative to segmenting a customer base by demographic means.<br />Transactional<...
8<br />Recency<br />—The most recent customers<br />Frequency<br />— The most frequent customers  <br />Monetary<br />— Th...
9<br />Relationships matter, but they should matter more<br /><ul><li>interact
visit
open
click-through
post
connect
share
subscribe
respond</li></li></ul><li>10<br />
Social Opportunity<br />11<br />
12<br />From uniform to composite views <br />
Leverage the combination of behavioral information to understand where opportunity exists.<br />Value TRInity segmentation...
14<br />To recognize influence, leverage available tools<br />Tap into their APIs to determine the relative influence pote...
T: $<br />R: Access<br />I: Advocacy<br />15<br />Individually, any of these segmentation approaches can work, but togethe...
Some Leading Brands<br />16<br />
17<br />Moosejaw<br />
18<br />Rewarding “involvement”<br />
19<br />Unique reward opportunities<br />Reimbursement promotion<br />
20<br />Connecting data<br />
21<br />Relationship<br />Fan-gated for access<br />Loyalty member capture<br />
22<br />Creating involvement<br />
23<br />1-800-Flowers.com<br />
24<br />Tied directly to rewards program<br />
25<br />Domino’s<br />
Enabling Platforms<br />26<br />
27<br />Research and connection<br />
28<br />Create Micropinions<br /> <br />Give Rewards<br /> <br />Get Research<br />
29<br />
30<br />Reward “attention”<br />
31<br />Walk-in rewards<br />Daily deals<br />Scan rewards<br />Redemption<br />
32<br />Major brands<br />CW Partnership<br />
33<br />Real-time Marketing<br />
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Smw presentation value_tr_inity

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Few would disagree that social media platforms are transforming how companies market their products and engage audiences. When you’re in the business of delivering results for your clients, the real value will be found where traditional and social CRM converge. It’s called the Value Trinity – the seamless integration of different forms of consumer intelligence: transaction, relationship and influence.

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Smw presentation value_tr_inity

  1. 1. The Future of Social CRM<br />September 22, 2011<br />
  2. 2. Background<br />CRM Grounding<br />Social Opportunity<br />Brand Examples<br />Enabling Platforms<br />Futurist Speculation<br />2<br />3<br />4<br />11<br />16<br />26<br />35<br />
  3. 3. Who is C-K?<br />Who is this guy?<br />3<br />
  4. 4. CRM Level Set<br />4<br />
  5. 5. 5<br />CRM (it’s complicated)<br /><ul><li>Systems
  6. 6. Data
  7. 7. Segments
  8. 8. Scoring</li></li></ul><li>6<br />
  9. 9. 7<br />RFM has long been applied as an alternative to segmenting a customer base by demographic means.<br />Transactional<br />
  10. 10. 8<br />Recency<br />—The most recent customers<br />Frequency<br />— The most frequent customers  <br />Monetary<br />— The biggest-spending customers<br />
  11. 11. 9<br />Relationships matter, but they should matter more<br /><ul><li>interact
  12. 12. visit
  13. 13. open
  14. 14. click-through
  15. 15. post
  16. 16. connect
  17. 17. share
  18. 18. subscribe
  19. 19. respond</li></li></ul><li>10<br />
  20. 20. Social Opportunity<br />11<br />
  21. 21. 12<br />From uniform to composite views <br />
  22. 22. Leverage the combination of behavioral information to understand where opportunity exists.<br />Value TRInity segmentation<br />Relationship<br />depth and breadth of the brand relationship<br />Transaction<br />recency, frequency and monetary attributes<br />Influence<br />consumers’ social impact and authority<br />
  23. 23. 14<br />To recognize influence, leverage available tools<br />Tap into their APIs to determine the relative influence potential<br />Email forwarding<br />
  24. 24. T: $<br />R: Access<br />I: Advocacy<br />15<br />Individually, any of these segmentation approaches can work, but together, TRInity enables BOTH intelligence AND actionability<br />
  25. 25. Some Leading Brands<br />16<br />
  26. 26. 17<br />Moosejaw<br />
  27. 27. 18<br />Rewarding “involvement”<br />
  28. 28. 19<br />Unique reward opportunities<br />Reimbursement promotion<br />
  29. 29. 20<br />Connecting data<br />
  30. 30. 21<br />Relationship<br />Fan-gated for access<br />Loyalty member capture<br />
  31. 31. 22<br />Creating involvement<br />
  32. 32. 23<br />1-800-Flowers.com<br />
  33. 33. 24<br />Tied directly to rewards program<br />
  34. 34. 25<br />Domino’s<br />
  35. 35. Enabling Platforms<br />26<br />
  36. 36. 27<br />Research and connection<br />
  37. 37. 28<br />Create Micropinions<br /> <br />Give Rewards<br /> <br />Get Research<br />
  38. 38. 29<br />
  39. 39. 30<br />Reward “attention”<br />
  40. 40. 31<br />Walk-in rewards<br />Daily deals<br />Scan rewards<br />Redemption<br />
  41. 41. 32<br />Major brands<br />CW Partnership<br />
  42. 42. 33<br />Real-time Marketing<br />
  43. 43. 34<br />Aggregate public posts and check-ins to help brands reach customers<br />
  44. 44. Social CRM Future<br />35<br />
  45. 45. 36<br />Implications<br />
  46. 46. 37<br />Vendor Relationship Management<br />
  47. 47. 38<br />
  48. 48. 39<br />C2B Commerce<br />
  49. 49. 40<br />Thoughts? <br />
  50. 50. After<br />41<br />
  51. 51. 42<br />Click-Depth Index (Ci) is the percent of sessions having more than “n” page views divided by all sessions.<br />Recency Index (Ri) is the percent of sessions having more than “n” page views that occurred in the past “n” weeks divided by all sessions. The Recency Index captures recent sessions that were also deep enough to be measured in the Click-Depth Index.<br />Duration Index (Di) is the percent of sessions longer than “n” minutes divided by all sessions.<br />Brand Index (Bi) is the percent of sessions that either begin directly (i.e., have no referring URL) or are initiated by an external search for a “branded” term divided by all sessions (see additional explanation below)<br />Feedback Index (Fi) is the percent of sessions where the visitor gave direct feedback via a Voice of Customer technology like ForeSee Results or OpinionLab divided by all sessions (see additional explanation below)<br />Interaction Index (Ii) is the percent of sessions where the visitor completed one of any specific, tracked events divided by all sessions (see additional explanation below)<br />Loyalty Index (Li) is scored as “1″ if the visitor has come to the site more than “n” times during the time-frame under examination (and otherwise scored “0″)<br />Subscription Index (Si) is scored as “1″ if the visitor is a known content subscriber (i.e., subscribed to my blog) during the time-frame under examination (and otherwise scored “0″)<br />
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