Smw presentation value_tr_inity
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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 ...

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 Smw presentation value_tr_inity Presentation Transcript

  • The Future of Social CRM
    September 22, 2011
  • Background
    CRM Grounding
    Social Opportunity
    Brand Examples
    Enabling Platforms
    Futurist Speculation
    2
    3
    4
    11
    16
    26
    35
  • Who is C-K?
    Who is this guy?
    3
  • CRM Level Set
    4
  • 5
    CRM (it’s complicated)
    • Systems
    • Data
    • Segments
    • Scoring
  • 6
  • 7
    RFM has long been applied as an alternative to segmenting a customer base by demographic means.
    Transactional
  • 8
    Recency
    —The most recent customers
    Frequency
    — The most frequent customers  
    Monetary
    — The biggest-spending customers
  • 9
    Relationships matter, but they should matter more
    • interact
    • visit
    • open
    • click-through
    • post
    • connect
    • share
    • subscribe
    • respond
  • 10
  • Social Opportunity
    11
  • 12
    From uniform to composite views
  • Leverage the combination of behavioral information to understand where opportunity exists.
    Value TRInity segmentation
    Relationship
    depth and breadth of the brand relationship
    Transaction
    recency, frequency and monetary attributes
    Influence
    consumers’ social impact and authority
  • 14
    To recognize influence, leverage available tools
    Tap into their APIs to determine the relative influence potential
    Email forwarding
  • T: $
    R: Access
    I: Advocacy
    15
    Individually, any of these segmentation approaches can work, but together, TRInity enables BOTH intelligence AND actionability
  • Some Leading Brands
    16
  • 17
    Moosejaw
  • 18
    Rewarding “involvement”
  • 19
    Unique reward opportunities
    Reimbursement promotion
  • 20
    Connecting data
  • 21
    Relationship
    Fan-gated for access
    Loyalty member capture
  • 22
    Creating involvement
  • 23
    1-800-Flowers.com
  • 24
    Tied directly to rewards program
  • 25
    Domino’s
  • Enabling Platforms
    26
  • 27
    Research and connection
  • 28
    Create Micropinions
     
    Give Rewards
     
    Get Research
  • 29
  • 30
    Reward “attention”
  • 31
    Walk-in rewards
    Daily deals
    Scan rewards
    Redemption
  • 32
    Major brands
    CW Partnership
  • 33
    Real-time Marketing
  • 34
    Aggregate public posts and check-ins to help brands reach customers
  • Social CRM Future
    35
  • 36
    Implications
  • 37
    Vendor Relationship Management
  • 38
  • 39
    C2B Commerce
  • 40
    Thoughts?
  • After
    41
  • 42
    Click-Depth Index (Ci) is the percent of sessions having more than “n” page views divided by all sessions.
    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.
    Duration Index (Di) is the percent of sessions longer than “n” minutes divided by all sessions.
    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)
    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)
    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)
    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″)
    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″)